A presentation for Sea Life aquarium by fictional agency "The Journey" for campaign planning class, MA Advertising and Marketing Communications, Bournemouth University UK.

2. THE JOURNEY AGENCY
We are more than an agency because we are
willing to go that extra mile. We believe success is a
journey, which is why we strive to accompany our
clients on their way to success providing all the
support they need with vibrant, unique and diverse
communications.

3. MEET OUR TEAM
Annabel Nguyen
Account Manager
Ana Rivera
Creative Director
Evelyne Goudsmit
Account Planner
Tope Adedayo
Media Planner

4. ITINERARY
Target Audience Analysis
Insights
Strategy

5. BUSINESS ENVIRONMENT
ANALYSIS
Zoos and Aquariums are the 6th best
attraction with an increase in number
of visitors
Combining fun and learning has
created a new trend for this sector:
EDUTAINMENT
Customers are willing to pay entrance
fees for attraction
The strong
growth in UK
leisure
industry in
2013

6. COMPETITORS
The market is increasingly competitive due to the growth and
expansions of many other aquariums and attractions

7. PERCEPTUAL MAP
Variety of
Activities
Price

8. OVEREXPLOITATION

9. PROBLEM AND OPPORTUNITY
Overexploitation of traditional market
The WHITE SPACE for Sea Life to explore

10. THE JOURNEY’S EXPLORATION
2
1
3
4

11. MARKET POTENTIAL
More likely to
participate in
the group to
avoid
loneliness

12. CONSUMER CULTURE AND
BEHAVIOURS
Experience
new things
Sense of
being
involved
Health
condition
as a barrier
Be seen as
a good
citizen
“It’s never too late to learn something
new”
“I joined a volunteering group after
retiring to be connected with society”
“If we have a day trip, I would rather go to a
place which is within an hour drive from
home”
“It is our duty to set an example for
generations to come”

13. MEET OUR FRIENDS!
• George and Lucy are a sweet couple
from Bournemouth
• After retiring, they both enrolled in the
University of Third Age to exchange
their knowledge with their peers and
meet new people.
• George and Lucy are part of their local
bridge club and play bingo every
Friday. However, their weekdays like
most senior citizens are mostly free.

14. Mary is 72 year old widow from
Birmingham
After her husband’s passing, Mary decided
to move into a retirement community
managed by Extra Care charitable trust
Here she has made several friends and she
engages in daily activities. She participates
in ‘excursions every month,’ eg: visiting
church, gardens, etc, as part of
ExtraCare’s activities

16. OBJECTIVES
Target Audience:
Senior citizen 65+
living within 2 hours
driving from Sea
Life centre
Raise the number of target audiences who aware that Sea
Life has various locations across UK to 50% by August 2015
15% target audience who aware about Sea Life
agree that this is their preferred leisure park to
discover underwater life by 2015
Increase the number of senior group visit to 3 groups/day
during weekdays by August 2015
1
2
3

17. INSIGHTS
BRAND
INSIGHT
CULTURAL
INSIGHT
CONSUMER
INSIGHT
If you don’t
live by the
seaside, you
can still
experience
Sea Life
“I want to have
new experiences
so that I could feel
more useful and
not simply let my
time pass”
The sense of
community has
gradually replaced
individualism in this
age group’s life
style

18. BRAND PROPOSITION

19. BIG IDEA

20. CAMPAIGN STRATEGY
PARTNERSHIP
ORGANISATION RETIREMENT
COMMUNITIES

21. Partnership criteria
selection
•The size of potential market in
the surrounding area of Sea
Life centre
•Being active in organising
activities for its residents

22. University of the Third
Age (U3A)
322,041
members
926
universities

23. The Extra Care Charitable Trust
31 locations 4,000
residents
Monthly
Activities

24. Sunrise Senior
Living
27 locations 2,400 people
Monthly
Activities

25. The Richmond
Villages
5 locations 300 seniors
Monthly
Activities

26. PARTNERSHIP
TACTICS
SPECIAL PACKAGES
“FISHING FOR KNOWLEDGE”
COMPETITION
UNIVERSITY OF THIRD AGE
CONFERENCE

27. SPECIAL SENIOR
PACKAGE
“The beautiful life in the ocean to the beautiful life on shore”
10.00 – 11.00: Introduction and discussion sessions
11.00 – 12.00: Guided tour of Sea Life
12.00 – 13.30: Lunch
13.30 – 14.00: Experience our species’ feeding times
14.00 – 15.00: Tea break
15.00 – 16.00: Final activity

28. FISHING FOR KNOWLEDGE
COMPETITION

29. UNIVERSITY OF THE THIRD AGE
CONFERENCE
Internal conference for
U3A members with the
topic about “The
beautiful life of the
ocean”
13 locations in the
surrounding areas of
Sea Life centre

30. MEDIA PLAN

31. BROCHURE
“The best way for me to
promote this is for you to send
across an information sheet with
the details and a poster. I can
then send this out to my activity
staff who work direct at the
locations. They will speak to the
residents to see if it’s a trip they
would like to do”
Donna, Event Coordinator,
ExtraCare charitable trust

32. ADVERTORIAL
Fun facts about aquatic
life
VOUCHER CODE: 12345

33. CAMPAIGN BUDGET
Activity Cost Reach CPT
Fishing the knowledge competition £26,000 -
U3A conference £10,000 -
Brochure £500 8,000 0.125
Advertorial £10,000 Refer to report for more details
Total £46,500

34. CAMPAIGN SCHEDULE
March April May June July August
U3A Conference
Fishing the Knowledge Competition
Advertorial
Brochure Distribution

35. MEASURE AND EVALUATION
6
720
£125
£90,000
Number of senior group visits per day on
average across 13 locations of Sea Life
Number of senior group visit after the
campaign across 13 locations of Sea
Life
Minimum revenue per group of 10
people
1 : 1.93
Sea Life’s revenue after the campaign
Campaign’s ROI

36. THANK
FYORO AUCC!OMPANYING US
THROUGH
THE JOURNEY

37. THANK
FYOOR YUOU!R
ATTENTION
Lorem ipsum dolor sit amet, consectetuer
adipiscing elit, sed diam nonummy nibh
euismod tincidunt ut laoreet dolore
Phone : 123-456-789
Email : info@video.com www.video.com