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THE JOURNEY AGENCY
We are more than an agency because we are
willing to go that extra mile. We believe success
is a journey, which is why we strive to accompany
our clients on their way to success providing all
the support they need with vibrant, unique and
diverse communications.
MEET OUR TEAM
Annabel Nguyen Account Manager
Ana RiveraCreative Director
Evelyne Goudsmit
Account Planner
Tope AdedayoMedia Planner
THE ROAD TO SUCCESS
Target Audience Analysis
Insights
Strategy
Zoos and Aquariums are the 6th best
attraction with an increase in
number of visitors
BUSINESS ENVIRONMENT ANALYSIS
Combining fun and learning has
created a new trend for this sector:
EDUTAINMENT
Customers are willing to pay entrance
fees for attraction
The strong growth in UK
leisure industry in
2013
COMPETITORS
The market is increasingly competitive due to the growth
and expansions of many other aquariums and attractions
PERCEPTUAL MAPVariety of Activities
Price
OVER-EXPLOITATION
PROBLEM AND OPPORTUNITY
Overexploitation of traditional market
The WHITE SPACE for Sea Life to explore
THE JOURNEY’S EXPLORATION
2
1
3
4
Is there a real need?
Could they
afford Sea Life?
Do they have more
potential than others for group visits?
Is it big enough?
20% of visitors are seniors
Household wealth and spare
time peaks
A market of 10 million people
More likely to
participate in
the group to
avoid
loneliness
MARKET POTENTIAL
CONSUMER CULTURE AND BEHAVIOURS
Experience new things
Sense of being
involved
Health condition
as a barrier
Be seen as a good
citizen
“It’s never too late to learn something new”
“I joined a volunteering group after retiring to be connected with society”
“If we have a day trip, I would rather go to a place which is within an hour drive from home”
“It is our duty to set an example for generations to come”
MEET OUR FRIENDS!
• George and Lucy are a sweet
couple from Bournemouth
• After retiring, they both enrolled in
the University of Third Age to
exchange their knowledge with their
peers and meet new people.
• George and Lucy are part of their
local bridge club and play bingo
every Friday. However, their
weekdays like most senior citizens
are mostly free.
Mary is 72 year old widow from
Birmingham
After her husband’s passing, Mary
decided to move into a retirement
community managed by Extra Care
charitable trust
Here she has made several friends and
she engages in daily activities. She
participates in ‘excursions every
month,’ eg: visiting church, gardens,
etc, as part of ExtraCare’s activities
OBJECTIVES
Target
Audience: Senior
citizen 65+ living
within a 2 hour
drive from Sea
Life centre
Raise the number of target audiences who are aware that
Sea Life has various locations across the UK to 50% by
August 2015
Have 15% target audience, who become
aware of Sea Life, affirm that this is their
preferred leisure park to discover
underwater life by August 2015
Increase the number of senior group visits to the total of
6 groups/day during weekdays by August 2015
1
2
3
INSIGHTS
BRAND
INSIGHT
CULTURAL INSIGHT CONSUMER
INSIGHT
If you don’t
live by the
seaside, you
can still
experience
Sea Life
“I want to have
new experiences
so that I could
feel more useful
and not simply
let my time pass”
The sense of
community has
gradually
replaced
individualism in
this age group’s
life style
BRAND PROPOSITION
BIG IDEA
CAMPAIGN STRATEGY
PARTNERSHIP
ORGANISATION
RETIREMENT COMMUNITIE
S
Partnership criteria selection
•The size of potential market in the surrounding area of Sea Life centre
•Being active in organising activities for its residents
University of the Third Age (U3A)
322,041 members
926 universities
The Extra Care Charitable Trust
31 locations 4,000 residents
Monthly Activities
Sunrise Senior Living
27 locations 2,400 peopleMonthly Activities
The Richmond Villages
5 locations 300 seniorsMonthly Activities
SPECIAL PACKAGES
PARTNERSHIP TACTICS
“FISHING FOR KNOWLEDGE” COMPETITION
UNIVERSITY OF THIRD AGE CONFERENCE
SPECIAL SENIOR PACKAGE
“The beautiful life in the ocean to the beautiful life on shore”
10.00 – 11.00: Introduction and discussion sessions
11.00 – 12.00: Guided tour of Sea Life
12.00 – 13.30: Lunch
13.30 – 14.00: Experience our species’ feeding times
14.00 – 15.00: Tea break
15.00 – 16.00: Final activity
FISHING FOR KNOWLEDGE COMPETITION
UNIVERSITY OF THE THIRD AGE CONFERENCE
Internal conference for
U3A members with the
topic about “The
beautiful life of the
ocean”
13 locations in the
surrounding areas of
Sea Life centres
MEDIA PLAN
BROCHURE“The best way for me to
promote this is for you to send
across an information sheet
with the details and a poster. I
can then send this out to my
activity staff who work direct
at the locations. They will
speak to the residents to see if
it’s a trip they would like to do”
Donna, Event Coordinator,
ExtraCare charitable trust
ADVERTORIAL
Beautiful life of the ocean to the beautiful life on
shore
VOUCHER CODE: 12345
CAMPAIGN BUDGET
Activity Cost Reach CPT
Fishing the knowledge
competition
£26,000 - -
U3A conference £10,000 - -
Brochure £500 8,000 0.125
Advertorial £10,361 Refer to report for more
details
Total £46,861
CAMPAIGN SCHEDULEMarch April May June July August
U3A Conference
Fishing the Knowledge Competition
Advertorial
Brochure Distribution
MEASURE AND EVALUATION
6
720
£125
£90,000
1 : 1.92
Number of senior group visits per day on average across 13 locations of Sea LifeTotal number of senior group visits after 6-month campaign
Minimum revenue per group of 10 people
Sea Life’s revenue after the campaign
Campaign’s ROI
SUMMARY
Target audience: Senior citizens
65+ living within a 2 hour drive
from Sea Life centres
Brand Proposition: Engaging
with the ocean just around the
corner
PARTNERS
HIP is the
KEY
Big Idea : The beautiful
life of the ocean to the beautiful life
on shore
THANK YOU!FOR ACCOMPANYING US
THROUGH THE JOURNEY
Email : [email protected]
Website: https://thejourneyagency.jux.com/
