View
298
Download
0
Category
Preview:
DESCRIPTION
Citation preview
Featherdown FarmsFeatherdown Farms
What We’re Going to Talk About
•Services offered•Current pricing strategy•Effect of the recession on
Featherdown farms•Current marketing communications•Issues with communications - what
we feel they are and aren’t doing well
•Our own communications
Target Audience•The target group are double
income educated families with children between 2 to 15 years.
•They consciously seek out small scale educational holidays in picturesque rural settings.
•Traditionally, they are city dwellers, especially from the South East (an idea which has been picked up upon by Featherdown)
Pricing Strategy•Pricing is tailored to consumers•Last year, they were running at 95%
capacity•Extras•Certain extras free such as bringing a
dog•Country House Hide Out’s special
offer
UK Competition
•Country cottage rental•Centreparcs•Country House Hide Out•Normal campsites
Existing communications
•“Media craze” - Yasmin Sethna Head of Feather Down’s PR
•Tesco competition - ended in January•Cool camping guide - book•BBC Documentary being broadcast over
Easter•Offering long weekends to journalists
(bloggers & print)•Craig Doyle
The Recession and
Featherdown•Business didn’t suffer significantly•Farm days have become a more
central holiday•‘Glampers’ tended to shop more at
the local chain stores than the honesty shop.
•Less expenditure on extras and luxuries
Issues With Current Strategies
•Limited awareness of the brand•Limited interaction with children
using PR•Little PR aimed at increasing out of
season/shoulder season business•Not targeting repeat customers. No
win back letter
Opportunities
•More national PR coverage to raise awareness
•Involve children with the PR using promotional offers, talks and merchandise
•More marketing communications for shoulder season
•Promote repeat custom
Our PR Strategy
•Main Idea: A big, 6 day, progressive spectacle
•Celebrity Chef Special•Sponsor local farmers markets•Digital marketing - new website,
iPhone app & Twitter •Sponsorship with national charity
•Ideally a celebrity such as Jamie Oliver who would represent many of Featherdown’s values
•A special, one-off episode shown at the beginning of Summer to welcome in the new season
Celebrity Chef Special
Sponsor Local Farmers Markets
•Corporate Social Responsibility
•Currently support local community. This would enhance this positive attribute
•Increase branding of these products by incorporating the Featherdown logo into the packaging
Digital Marketing - New Website
•Inconsistent with brochure•Needs a clearer layout - nicer
aesthetics•More inviting - sells the farm as
being a quality experience•More user friendly
Digital Marketing - iPhone App & Twitter
•New digital age•Users would be able to upload photos
to the site - enticing new customers•‘Build’ the holiday around what they
want to do•Twitter - business oriented social
networking increases brand awareness for free
Sponsorship with a National Charity
•Compassion in World Farming•They promote ethics with regard to
farming and farming practice•Shows we’re supporting the welfare
of farm animals•Aside from Feather Down’s CSR,
customers will recognise this and associate the brand with fair practice
• Monday - Kings Cross - chalk drawings (5 - one outside of each station)
• Tuesday - Paddington - Buskers singing
• Wednesday - St. Pancras - People in Animal Costumes
• Thursday - Victoria - Farmer Invasion
• Friday & Saturday - Waterloo - Main Tent Event
Our Big Idea
Now Put Yourself in the Consumers’ Shoes...
•Using a large public spectacle, increase awareness
•We want to incorporate some of the extras into the main price
•We want to highlight Feather Down’s positive corporate social responsibility
•We want to bring Feather Down into the digital age
Summary
Thank you for listeningAre there any questions?
Recommended