1. i
THE BARBICAN CENTRE
“IT’S NOT OUR CENTRE IT’S YOUR CENTRE”
DIGITAL MARKETING PLAN
E-BUSINESS
BUSINESS STUDIES
BY: SEAN BYRNE
SEAN DURNIN
CHARLOTTE HEGARTY
HANNAH KELLY

2. Table of Contents
Company Overview ..........................................................................................................................................1
Situational Analysis...........................................................................................................................................1
PEST Analysis...............................................................................................................................................1
Political........................................................................................................................................................1
Economical................................................................................................................................................2
Social.............................................................................................................................................................2
Technology................................................................................................................................................2
SWOT Analysis.............................................................................................................................................3
Competitor Analysis- Value Curve...................................................................................................4
Price..............................................................................................................................................................4
Location......................................................................................................................................................4
Atmosphere..............................................................................................................................................4
Facilities......................................................................................................................................................5
Objectives..............................................................................................................................................................5
Strategy...................................................................................................................................................................7
Market Segmentation ..............................................................................................................................7
Target Market...............................................................................................................................................7
Positioning Product..................................................................................................................................7
Overview of Campaign....................................................................................................................................8
Website suggestions:...............................................................................................................................8
Tactics...................................................................................................................................................................10
E Marketing Mix.......................................................................................................................................11
Action Plan.........................................................................................................................................................12
Conclusion..........................................................................................................................................................14
Recommendations.........................................................................................................................................14

3. 1
Company Overview
The Barbican Centre is based in the heart of Drogheda Town Centre on William
Street. It has been open 6 years and serves as a multifunctional event centre with
facilities fit for shows, seminars, conferences, meetings, training and Education.
The Centre is equipped with a 500 seating theatre with a large stage.
There are training studios that can be used for fitness classes training, education and
meetings. They attribute the biggest dance studio in Drogheda with mirrored walls.
There are office spaces to rent and a hot desk facility put in place to cater for mobile
businesses.
Situational Analysis
This is a critical review of our current business situation. We will analysis a clear
realistic analysis of our current situation, our challenges and our opportunities
describing the internal and external factors. This will involve a PEST Analysis, a SWOT
Analysis and a Competitor Analysis with a competitor value curve.
PEST Analysis
This PEST Analysis will analyze the 4 external factors in relation to our current
business situation and the changes in the business environment. These factors 4
factors are:
 Political
 Economic
 Social
 Technology
This analysis will determine how the factors will affect the performance and
activities of the Barbican Centre in the long-term.
Political
Unfortunately at this moment in time the Barbican Centre receives no funding from
any state body or organisation. The Barbican Centre is a registered Charity so
donations can be given and are appreciated. The Barbican Centre is Community
focused and is under the umbrella of St Peter’s Catholic Church.
The Barbican Centre has and still is encountering a lot of difficulty to get there
Centre sign posted due to their tight budget. The County Council will not fund them
unfortunately. There is room for improvement here and it is one of the Centre’s aims
to get the place sign posted to be more out there.

4. 2
Economical
The economical factor describes Ireland’s economic development recently. As we
know Ireland is recovering from a recession and the country is lifting again.
According to the Irish Times, Ireland was predicted to be the fastest growing
economy in Europe 2016 according to figures from the European Commission.
One economical factor that is affecting Ireland is Brexit. Brexit will eventually affect
The Barbican Centre when border control starts again. The Barbican Centre has
many shows and any customers they have from the North may eventually be turned
off by the fact that there will be border controls in the coming years. Currency rates
will not be in their favor either, so it would be a lot more expensive for people from
up North to attend the Barbican Centre and they may go elsewhere.
Social
There are many social factors that will affect the Barbican Centre. The Demographics
are important for the Barbican Centre. Firstly the Barbican Centre’s target market is
everyone as it is a ‘Centre’. In terms of the campaign we are promoting it is aimed at
social media users and that is millennials most which is aged 18-35. The Barbican
Centre is targeting any business or organization who wants to hire a space in the
Centre, and any person who wants to purchase tickets for shows or events, so the
Centre needs to market what they are giving wisely and efficiently.
The Geographic’s is another important factor. The Barbican Centre is situated in the
heart of Drogheda, it has a great location but the only downfall is there is no parking
space which can be quite annoying for the people using the Centre.
Technology
Technology can affect any market, product or service immensely. Technology has
improved so much in the last number of years and will continue to improve. For
example; all the new up to date features for the shows, and all the office equipment.
Social Media has a huge impact on many businesses today. The Barbican Centre
depend greatly on social media for advertising as it is a cheap method of promoting
events and campaigns which we are aiming to do. It also gives the Centre an idea of
what their competitors are doing.

5. 3
SWOT Analysis
SWOT Analysis is a good technique for understanding your strengths and
weaknesses, and for identifying both the opportunities open to you and the threats
you face.
Internal Strengths
500 seater theatre – with large stage,
dressing rooms and state of the art
lighting and sound system
Four training studios – used for classes,
training, education and meetings
Dance studio – one of the biggest in
Drogheda with walled mirrors. Also used
as a function room and used for a variety
of seminars and training.
Theatre bar licence – only used for stage
shows and only sells beer and wine
Internal Weaknesses
Lack of staff – one full-time manager, 6
Community Employment participants,
out of these 6, 4 are caretakers and 2 are
receptionists.
Budget Restrictions – Receives no
funding so budget is managed on must
have instead of nice to have basis
Parking – There is no parking outside the
centre because it’s a taxi rank
Lack of signs – There’s no signs around
the area to show people where the
Barbican Centre is
External Opportunities
Special guests – Get more special guests
to come such as the three tenors to raise
more funds
Create more awareness – Use social
media such as Twitter, Facebook and
Instagram to increase brand awareness
Identify potential partnerships – Try to
get more partnerships such as the one
they have with Culture Connect
External opportunities –Events like the
wedding expos create money so they’ve
to try and get as many as these events as
possible
External Threats
Competitors – T.L.T Drogheda, An
Droichead Arts Centre and Local hotels
are The Barbican Centres main
competitors
Theft – Possible break ins as The
Barbican Centre has a lot of expensive
equipment
Loss of staff – Employees will want to
move on when they get a chance as they
may get the chance to get paid
elsewhere

6. 4
Competitor Analysis- Value Curve
Organisations Barbican
Drogheda Arts
Centre
Dundalk Town
Hall
Price 4.3 2.4 2
Location 4 4 3
Atmosphere 3.5 1.8 2
Facilities 4.5 3 4
Price
Barbican Centre was rated most competitive in terms of price, as their room rental
prices are relatively more valuable than their competitors considering the facilities
they have to offer.
Location
The Barbican center is on par in terms of location with the Drogheda Arts Centre as
they are both located in between two major cities; Belfast and Dublin. Dublin is a 40-
minute direct link via the M1 and Belfast is within reach in 60 minutes. Drogheda is a
prime location as it also connected with a reliable train service.
Atmosphere
This is a key factor that will give the Barbican Center the extra edge over its
competitors. Due to the reconstruction of their reception area it is more inviting and
approachable for businesses and passer byes to go into the Centre with potential of
attending or holding an event.
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
Barbican
Drogheda Arts Centre
Dundalk Town Hall

7. 5
Facilities
The Barbican Centre is a step ahead of its close competitors due to their vast variety
of facilities. They have the biggest dance studio in Drogheda, tiered seating theatre,
computer rooms, multi functional office spaces, photocopiers and many more
facilities.
Objectives
As laid out in the brief, the overall objectives of The Barbican Centre is to reach,
engage and create awareness with people who use or can becomes potential users
of the Centre itself;
The Centre wishes to:
 Increase Brand awareness online
 Increase our social media presence
 Increase online engagement- form relationships with the customers
 Identify potential partnership opportunities
One of the most effect ways of analyzing the objectives of any business, including
the Barbican Centre, is to break up the work of the Centre into 5S’s of broad
objectives:

8. 6
5 S’s Objective Method Key Performance
Indicator
The objective here is to
obviously grow sales. One of
the ways to achieve this is
through broadening the
amount of customers which can
be reached through various
online platforms. Another
important tactic in improving
sales is to increase the range of
services and products provided
The Barbican
centre can improve
sales by
continueously
updating their
online presences,
with this being a
main goal laid out
in our brief.
Ad clicks
Promo video views
The objective here is serving
the customers whilst giving
them extra benefits through
online platforms. Another
factor which helps the business
serve is obtaining and analysing
feedback. The use on online
chat / feedback forums allows
this to be achieved.
The Barbican
centre can have a
feedback forum on
their social media
accounts as well as
a review page after
their various events
have been finished
Free tickets for
sharing events
Increased presence
online
Speaking to the customer is a
vitally important objective for
the centre. Getting closer to the
customer allows the business to
understand what is expected
from them and areas in which
they can improve
They can do this
through methods
such as interviews,
chat rooms, online
surveys, email
customer service,
etc
Increased views on
social media
The goal of any business is to
save costs and reduce spending.
The centre when
holding its various
events should seek
ways in which they
can operate whilst
doing so in the
most profitable
manner.
Increased ad click
The sizzle objective involves
extending the brand online to
further growth. When it comes
to growth in areas such as
brand involvement, recognition
and awareness, the web is an
invaluable tool for achieving
this objective.
Through videos
with various acts
preforming in the
centre and various
ads they can add a
wow factor to grow
the respect for the
centre
Ads
Views
Views on potential
video

9. 7
Strategy
Market Segmentation
Market segmentation is a marketing strategy that involves dividing a broad target
market into subsets of customers, who have common needs and priorities, and then
designing and implementing strategies to target them. The market segmentation for
the Barbican Centre is divided upon the basis of age mainly. This is reflective upon
the fact that there a multiple events that are targeted at different age groups. For
example a wedding fair will be targeted towards millennials, whereas a bingo night
will be direct towards the OAP segment of the market. Once the Centre has
identified the different age groups of the market, they can make their promotion,
pricing and distribution of their services more specific and cost-effective.
Target Market
We have identified that the target market for the Barbican centers attempts to grow
their online presence is the segment of the market that most use technology, that
being the millennials of the world. Although the age demographic is Facebook is
constantly expanding, there is no doubt the majority of its users fall into the 17-35
age brackets. There is also a financial attractiveness to this segment of the market as
young professionals have been credited with having the strongest purchasing power
out of any age bracket.
Positioning Product
After obviously identifying the target market as millennials, The Barbican Centre
have worked on improving the positioning of their product by growing their
presence online, with social media accounts being the ‘home’ so to speak of their
target market. POP up ads and methods similar to this allow the Centre to position
their product in a way in which it can’t be ignored. The addition of an app further
allows the Centre to cater to the customer through the platforms in which they most
commonly use.

10. 8
Overview of Campaign
Website suggestions:
For this project we have decided that for a successful digital campaign it is most
effective to focus on social media. As we know social media is the fastest moving
platform for the transfer of information efficiently to a businesses target market. In
terms of the Barbican Centre, their target market is anyone going, taking part or
booking a function in their centre.
We as a group think it would be beneficial for the Barbican Centre to carry out a live
stream initiative. A Live stream aspect of the digital campaign will aimto promote
the events and facilities that the Centre has to offer. In order for the live stream to
be effective we suggest a link is put on their social media sites, be it Twitter or
Facebook, or even on their Website. The Live stream should not run for the whole
event as this could stop people from purchasing tickets. A behind the scene video
showing the hype of activities involved in the setting up for a function or even quick

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interviews from the acts that will be performing will draw people to the Centre.
Through the use of Balsamiq we came up with the design of a live stream flash-box
on the main website page. A Live stream flash-box is cost effective for this non
funding organization.
Another idea that we as a group also came up with was the development of an app.
This app should show the public the live stream flash-box showing the acts and
facilities that the Centre has to offer and also send alerts for upcoming events. This
will ensure the publicity of the Centre and keep a link with the public.

12. 10
Tactics
When attempting to deliver an effective campaign, one must first choose the most
effective platform to do so along with the most logical rational for the choice. In our
campaign we wish to make use of the ability to live stream through electronic
devices and digital media platforms
PLATFORM RATIONAL
Facebook The use of facebook is arguably the most effective platform due to
the fact that, along with its large quantity of viewers, it already has a
built in live broadcasting/streaming function. This would allow the
barbican centre, when hosting an event, to give the facebook viewers
a live snippet of the activities and atmosphere that is happening in
that moment
App The creation of a barbican centre app could provide so many
functions;
- Event notifications
- Calendar of events
- *Live Stream/ Broadcast*
- Event photographs
- Information
Twitter Twitter once again would further support our campaign as it too has
the ability to allow the user to broadcast live what they wish. For
example the barbican centre could set up their function room the way
in which they set up a wedding format, and give a live tour of the hall
to display their potential as a venue for a wedding.
Website The streams, and subsequent videos created once the stream has
ended, could be made accessible on the website and a video library
created of all the digital content.

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E Marketing Mix
PAID EARNED OWNED SHARED
Advertisements
Boosts on facebook
posts to reach more
viewers
App creation
Website manager
may be employed
Google Adwords
Facebook views
and likes
Reviews
Feedback
Website
App
Social Media
accounts
Content
Word of mouth
Promotions
Social media posts
Referrals
Earned
Media
Owned
Media
Paid
Media
Shared
Media

14. 12
Action Plan
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3 4
5 6 7 8 9 10 11
Smart phone Staff delegation Open day
12 13 14 15 16 17 18
Analysis Staff
presentation
Upload of Live
Stream-open
day
Brief to computer
students- App
19 20 21 22 23 24 25
Analysis of
views off online
presence
26 27 28 29 30
Student
progress on
App
Recap before
Christmas-Staff
Meeting
November
2017

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December
2017
Picture Caption
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2
3 4 5 6 7 8 9
App
Launched
Promotionof
recently
launched app
10 11 12 13 14 15 16
Christmas
Fair
Live stream
ofthe
activities
goingonin
the centre
duringthe
fair.
Comedy Act
Live streamed brief
Q&A with the act, allow
questions from fans
who wish to attend
17 18 19 20 21 22 23
Sample
wedding
Analysis and
feedbackof
broadcasts
Pay ‘boots’
charges on
recent
facebook
posts
Promotion-
status, first
100 names
commented
entered into
draw
Live
broadcast
stream with
winner
24 25 26 27 28 29 30
A post
wishing
customers a
Merry
Christmas
A post
showing
upcoming
events in the
year31

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Conclusion
At the beginning of this campaign we were presented with clear objectives which the Barbican Centre
wished to achieve:
 Reach, engage and create awareness with people who use or potentially use the centre.
 Increase brand awareness online
 Increase online engagement
We felt that we could achieve all of these goals by utilizing the already existing tools made available by the
social media platforms. This approach is cost friendly and practical. The main feature we felt was helpful in
achieving these goals whilst engaging with customers is the Live Broadcasting Streams.
With the various events being held in the center, the utilization of the live video feed could give the viewer
snippets of the activities and atmosphere that are down in the center. The various events should all see a
boost in viewer attention as a result. Under these live broadcasts there is a chat room forum where
viewers can give feedback or make enquiries which will boost the engagement factor whilst boosting the
online presence of the center in the process.
Recommendations
 The purchasing of an android phone specifically foronline content.
 Hiring or assigning an existing employee with the task of updating and maintaining a constant online
presence
 Utilizing the live broadcast feature of social media platforms

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