About Us 1988 Farm diversification 400,000 visitors annually Top paid-for visitor attraction in Wales Winner Best Family Day Out in Wales Holder of TripAdvisor Certificate of Excellence
Company Objectives Aims a “Educate and Entertain” Exceed visitor’s expectations Remain Wales’ top paid-for attraction At least to maintain visitor numbers Increase secondary revenue Increase product line and target market Protect and strengthen the Folly Farm brand
Marketing Aims Understand our customers better Increase press coverage Increase online sales and annual pass sales Communicate charity and conservation work Increase group and school bookings Increase social media activity and channels
Product and Services Park – Zoo, Farm, Adventure Play, Funfair* Cafes and Restaurants Gift Shop Annual Pass Boomerang Offer School Trips/Topic Days and Workshops NEW - Zoo Keeper Experiences
Target Audience Primary: Parents of children aged 0-9 Secondary: Grandparents, older childreninterested in funfairs/animals or with youngersiblings, adults interested in animals/funfairs,schools
Segmentation Day visitors versus holidaymakers 60%/40% Age e.g. Toddler Takeover/Keeper Experience Sex e.g. FB 82% female, 50% aged 25-44 Wide socio-economic profile Location e.g. online sales stats Swansea 13%,Pembs 12%, Carms 12%, RCT 11%, Cardiff 11%
Differentiation 1988 The Park and how we differentiate ourselvesfrom competitors Family-run Educational qualities Continued investment Customer service All weather
Differentiation How do we differentiate our products e.g. ZooKeeper Experiences Channels – teenage press/radio Design – older appeal, zoo style Value – exclusive, limited availability, behind the scenes Price – much higher, experience level
Differentiation How we differentiate our products e.g.education programme Channels – direct mail, assemblies Design – conservation grade, imagery Value – curriculum linked, exclusive Price – cheaper to reflect shorter day, tightening budgets, growing the market
Questions? Zoë Wright PR and Marketing Manager email@example.com
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