1. Tool 17:
Marketing
Action Plan
This project has been funded with support from the European Commission. Thispublication reflects
the views only of the author, and the Commission cannot be held responsible for any use which may
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2. Tool 17: Marketing Action Plan
Havingusedsome of the other ROOTStools, youshouldnow have identifiedstrengthsandgapsor
areas forimprovementinhowyoumarketyourcultural enterprise tourism business.Whatchanges
can you make andwhat actionscan you implementtoimprove the marketingof yourcultural
heritage tourism enterprise?
Use the followingtablestoidentifyasetof changesandimprovementsyouwanttoimplementover
the next12 months.You mightfindithelpful tobrainstormideasandtoinvolve otherssuchasteam
memberstodevelopyourplans.
Examplesof actions (what);
Re-writinganddevelopingyourmarketingplan
Undertakingcustomerresearchandothermarketresearch
Commissioningnew and/orup-datingof photographs,branding,leaflets,brochures,signage
and displaypanels
Conductingvisitorandcustomersurveystogainfeedbackonpositive elementsof their
experience andareasforimprovement
Re-thinkingwhere andhowyoupromote yourenterprise locallyandregionally
Social mediastrategyanddigital marketingactivities
Networkmarketingwithother local agenciesandorganisations(e.g.touristboards,
membershipbodiesandlocal authorities)
Reviewingpricinganddiscountingschemes
Publicrelationsandpublicitystrategy
Commissioningandpurchase of new/updatedsouvenirbookletsand/orproduct
memorabilia(e.g.brandedkeyrings,pens,postcardsandnote books)
Be creative andinvolve visitorsteammembers,familyandfriends –youcan evengetinspirationby
visitingandtalkingtoothercultural heritage enterprisesabouthow theymarkettheir enterprise.
3. My Marketing ActionPlan
Use the followingtable toplanandmonitorthe implementationof yourmarketingplan.
Action (What) Who When Resources
And Budget
Progress
