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A case study in collaborative marketing - Maritime Greenwich WHS Marketing Group Partnership


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A presentation by Kate Winsall, Marketing Manager at the National Maritime Museum in Greenwich, London. The presentation looks at how venues in the Maritime Greenwich World Heritage Site have come together to form the Maritime Greenwich WHS Marketing Group Partnership and develop a collaborative marketing campaign for the Site. The presentation was one of several presentation made at a one day workshop that looked at the issue of museums and tourism. The event, called Working Together, took place at the Historic Dockyard in Portsmouth on 8th November 2011 and was organised by The Tourism Company and SAM Ltd. The workshop is part of a broader campaign, funded by Renaissance, to help museums in Hampshire and the Solent to work together to promote themselves to tourists.

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A case study in collaborative marketing - Maritime Greenwich WHS Marketing Group Partnership

  1. 1. Greenwich: a case study Maritime Greenwich WHS Marketing Group Partnership Kate Winsall Marketing Manager, National Maritime Museum
  2. 4. WHS Marketing Group membership <ul><li>National Maritime Museum </li></ul><ul><li>Docklands Light Railway </li></ul><ul><li>Greenwich Council </li></ul><ul><li>University of Greenwich </li></ul><ul><li>Greenwich Hospital Estates </li></ul><ul><li>Old Royal Naval College </li></ul><ul><li>Greenwich Novotel </li></ul><ul><li>Devonport House Hotel </li></ul><ul><li>Greenwich Theatre </li></ul><ul><li>St Alfege Church </li></ul><ul><li>Fan Museum </li></ul><ul><li>AEG (O2 and Thames Clippers) </li></ul>
  3. 5. Marketing objectives <ul><li>Disperse visitors during peak times </li></ul><ul><li>Attract more visitors overall especially during quieter periods and get them to return </li></ul><ul><li>Encourage visitors to spend more by promoting the shopping offer, the range of evening activities and extending the visitor stay thereby benefitting the local economy </li></ul><ul><li>Increase MICE business </li></ul><ul><li>Increase number of web visitors with view to convert them to actual visitors </li></ul>
  4. 6. Budget <ul><li>Annual marketing budget of £110,000 to £120,000 </li></ul><ul><li>Greenwich Council’s annual commitment is £12,000 plus staff time </li></ul><ul><li>28hrs per week staff time allocated to WHS support </li></ul><ul><li>Council currently hold the chair for the Marketing Group </li></ul><ul><li>Financial control undertaken by Council via suspense account so any underspend rolled over into next year </li></ul>
  5. 7. Budget allocation <ul><li>PR (20%) </li></ul><ul><li>travel trade (9%) </li></ul><ul><li>campaigns (28%) </li></ul><ul><li>website (3%) </li></ul><ul><li>MICE (20%) </li></ul><ul><li>print (20%) </li></ul>
  6. 8. Campaigns <ul><li>Split into seasons and segmented: </li></ul><ul><li>Spring – Days out/international </li></ul><ul><li>Autumn – Contemporary/evening </li></ul><ul><li>Winter/Christmas – families </li></ul>
  7. 9. Issues to overcome <ul><li>Showcasing the diverse offer </li></ul><ul><li>Representing all attractions </li></ul><ul><li>Showing both day and night </li></ul><ul><li>Seasonal representation </li></ul><ul><li>Brand consistency across media </li></ul>
  8. 10. Benefits of co-optition <ul><li>Money saving through joint investment </li></ul><ul><li>Collective offering provides greater reason to visit </li></ul><ul><li>Ability to tailor offer and reduce repetition </li></ul><ul><li>Information sharing and benchmarking </li></ul><ul><li>Stakeholder/partner relationship management </li></ul>
  9. 11. Advertising
  10. 12. Print
  11. 16. PR, trade and research <ul><li>PR </li></ul><ul><li>We use a PR consultancy is used to help to promote news and key events and coordinate trade and press visits </li></ul><ul><li>Travel trade </li></ul><ul><li>We take part in a number of trade shows under the banner of Maritime Greenwich and advertise in travel trade media </li></ul><ul><li>Research </li></ul><ul><li>To identify the current visitor profile and their motivations </li></ul>
  12. 17. Events at Greenwich <ul><li>Works to grow the database of contacts by engaging in promotional activity which provides corporate , agency and association buyers the opportunity to visit Greenwich and experience the product first hand </li></ul><ul><li>Helped by the provision of a FREE venue-finding service and referral scheme, ensuring that once an enquiry comes into Greenwich it stays with us </li></ul>A sub group of the Maritime Greenwich WHS Marketing Group
  13. 18. Top tips <ul><li>Limit those attending marketing group meetings </li></ul><ul><li>Pool your research in order to segment audiences and target appropriately </li></ul><ul><li>Maintain an overarching perspective with a clear group focus </li></ul>