Featherdown finished presentation

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  • 1. Featherdown Farms Featherdown Farms
  • 2. What Were 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 arent doing well
    • Our own communications
  • 3. 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)
  • 4. 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 Outs special offer
  • 5. UK Competition
    • Country cottage rental
    • Centreparcs
    • Country House Hide Out
    • Normal campsites
  • 6. Existing communications
    • Media craze - Yasmin Sethna Head of Feather Downs 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
  • 7. The Recession and Featherdown
    • Business didnt 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
  • 8. 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
  • 9. 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
  • 10. 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
  • 11.
    • Ideally a celebrity such as Jamie Oliver who would represent many of Featherdowns values
    • A special, one-off episode shown at the beginning of Summer to welcome in the new season
    Celebrity Chef Special
  • 12. 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
  • 13. 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
  • 14. 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
  • 15. Sponsorship with a National Charity
    • Compassion in World Farming
    • They promote ethics with regard to farming and farming practice
    • Shows were supporting the welfare of farm animals
    • Aside from Feather Downs CSR, customers will recognise this and associate the brand with fair practice
  • 16.
    • 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
  • 17. Now Put Yourself in the Consumers Shoes...
  • 18.
    • Using a large public spectacle, increase awareness
    • We want to incorporate some of the extras into the main price
    • We want to highlight Feather Downs positive corporate social responsibility
    • We want to bring Feather Down into the digital age
    Summary
  • 19. Thank you for listening Are there any questions?