Project Five Trees

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Crawley-by-Gatwick's Culinary Quarter

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Project Five Trees

  1. 1. Project Five Trees <ul><ul><li>Crawley-by-Gatwick's Culinary Quarter </li></ul></ul>
  2. 2. Key Issues <ul><li>Recession is reducing the overall market </li></ul><ul><li>Food and energy costs have risen </li></ul><ul><li>Restaurant profitability is shrinking </li></ul><ul><li>Crawley suffers from a negative image </li></ul><ul><li>But people are still eating out! </li></ul>
  3. 3. Destination Strategy <ul><ul><li>First, co-operate to expand the market, then compete for a share of a bigger market </li></ul></ul>
  4. 4. Destination Tactics <ul><ul><li>Expand the market – </li></ul></ul><ul><ul><li>From Crawley-by-Gatwick to Greater Gatwick via Gatwick Airport & Manor Royal </li></ul></ul>
  5. 5. Introducing <ul><ul><li>FIVE TREES </li></ul></ul><ul><ul><li>Crawley-by-Gatwick's Culinary Quarter </li></ul></ul>5 ive Ceremonial Trees
  6. 6. Five Trees Vision <ul><ul><li>Greater Gatwick's Culinary Capital </li></ul></ul>
  7. 7. Five Trees Mission <ul><ul><li>To build a culinary bridge between </li></ul></ul><ul><ul><li>Crawley-by-Gatwick and Greater Gatwick </li></ul></ul>
  8. 8. Five Trees Viewpoint <ul><ul><li>Top restaurateurs, chefs and catering staff can be attracted to invest & work in Five Trees </li></ul></ul>
  9. 9. Marketing Plan <ul><li>Events </li></ul><ul><li>Direct Marketing </li></ul>
  10. 10. More Personalised Celebrations <ul><li>Birthdays </li></ul><ul><li>Anniversaries </li></ul>
  11. 11. Marketing Plan 2 <ul><li>Reward Programme </li></ul><ul><li>Publicity </li></ul>
  12. 12. Investment <ul><li>Existing Advertising and Marketing Budget </li></ul><ul><li>Small: under 50 covers </li></ul><ul><li>Medium: 50-99 covers </li></ul><ul><li>Large: 100+ covers </li></ul>
  13. 13. Key Benefits <ul><li>Increase in overall size of market </li></ul><ul><li>Improved market share of each restaurant </li></ul><ul><li>Lower marketing costs </li></ul><ul><li>More business during off-peak periods </li></ul><ul><li>Average spend per customer increased </li></ul><ul><li>Quality staff attracted and retained </li></ul><ul><li>Higher valuation of Business </li></ul>
  14. 14. Contact <ul><li>Alan 'Brand' Williamson </li></ul><ul><li>Brandopia </li></ul><ul><li>Gatwick House </li></ul><ul><li>10 Tilgate Way </li></ul><ul><li>Crawley-by-Gatwick </li></ul><ul><li>RH10 5BW </li></ul><ul><li>Mobile: 07949 969891 </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>Website: www.brandopia.typepad.com </li></ul><ul><li>“ Alan 'Brand' Williamson is the go-to-guy for destination branding” </li></ul><ul><li>- Judy Waytuik, Award-winning journalist & broadcaster, Canada </li></ul>

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