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Ysgol Y PreseliBusiness Case Study
About Us 1988 Farm diversification 400,000 visitors annually Top paid-for visitor attraction in Wales Winner Best Fam...
Company Objectives Aims a “Educate and Entertain” Exceed visitor’s expectations Remain Wales’ top paid-for attraction...
Marketing Aims Understand our customers better Increase press coverage Increase online sales and annual pass sales Com...
Product and Services Park – Zoo, Farm, Adventure Play, Funfair* Cafes and Restaurants Gift Shop Annual Pass Boomerang...
Target Audience Primary: Parents of children aged 0-9 Secondary: Grandparents, older childreninterested in funfairs/anim...
Segmentation Day visitors versus holidaymakers 60%/40% Age e.g. Toddler Takeover/Keeper Experience Sex e.g. FB 82% fema...
Differentiation 1988 The Park and how we differentiate ourselvesfrom competitors     Family-run     Educational qualit...
Differentiation How do we differentiate our products e.g. ZooKeeper Experiences    Channels – teenage press/radio    De...
Differentiation How we differentiate our products e.g.education programme    Channels – direct mail, assemblies    Desi...
Questions? Zoë Wright  PR and Marketing Manager  zoe@folly-farm.co.uk
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Ysgol y preseli cyflwyniad zoe

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Transcript of "Ysgol y preseli cyflwyniad zoe"

  1. 1. Ysgol Y PreseliBusiness Case Study
  2. 2. 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
  3. 3. 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
  4. 4. 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
  5. 5. 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
  6. 6. 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
  7. 7. 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%
  8. 8. Differentiation 1988 The Park and how we differentiate ourselvesfrom competitors  Family-run  Educational qualities  Continued investment  Customer service  All weather
  9. 9. 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
  10. 10. 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
  11. 11. Questions? Zoë Wright PR and Marketing Manager zoe@folly-farm.co.uk
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