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?