Isle of Wight Tourism fivebyfivedigital.com @fbfdigital Strategic Marketing brief to Solent University 2 March 2010
Hello Paul Archer Deputy Creative Director [email_address] facebook.com/lordarcher linkedin.com/in/lpaularchiearcher Dave Rose Copywriter [email_address] Jessye, Anette & Lauren Kofi & Team Linn & Catherine Nicholas Gill Head of Planning [email_address] @nicholasrgill bluurb.wordpress.com facebook.com/nicholas.gill linkedin.com/in/nicholasgill slideshare.net/bluurb
Objectives Develop a strategic, brand awareness led campaign that generates significant media coverage, raising awareness of the Island as a high quality tourist destination.
Measurement Qualitative Recognition of IoW as a quality visitor destination in key customer groups Recognition of IoW’s brand values within key customer groups Consideration of ioW as a holiday destination over other South Coast alternatives Quantitative Brochure requests Digital activity (site visit, engagement, requests etc.) Advertising interactions
Deliverables Development of brand awareness activity for 2010, 2011 and 2012. Effectively manage annual exposure Vs tourism peaks (Easter, Summer) Generate 170,000 brochure requests in 2010 Drive high quality visitors to the IoW site with actionable Assume site traffic target 85,000 visits per month A clear use of social media and social networking to reach key customer groups and a broader audience, building Island awareness and driving engagement with the IoW brand.
How much cash? Assume £500,000 for the full year Includes EVERYTHING
What we want to see The UK Tourism industry & how IoW is positioned Competitor analysis of other comparable UK Tourist destinations Target audience understanding (motivations, behaviours) & actionable insight Communications strategy Media plan (cross-channel) Creative to bring the strategy to life (cross-channel) Communications plan (cross-channel) Results
Audience <ul><li>Traditionally London, South East & Midlands </li></ul><ul><li>East & West Midlands fared particularly badly in the downturn </li></ul><ul><li>Reduced pensions are affecting value decisions for silver-visitors </li></ul><ul><li>Negative equity is a real threat to consumer confidence </li></ul><ul><li>Nation has moved from ‘earn & spend’ to ‘earn & save’ </li></ul><ul><li>Coping with difficult and uncertain times fuels increased needs for reward and value </li></ul><ul><li>The IoW is now attractive to a wider audience </li></ul>Looking for a holiday destination with experiences that exceed expectations, a getaway with different things to do and value for money.
Oh & there’s a recession <ul><li>Stretching the family budget </li></ul><ul><li>More considered decision making </li></ul><ul><li>The ‘staycation’ has become fashionable </li></ul><ul><li>Expanding audience fuelled by changing needs </li></ul><ul><li>Shorter booking time as a result of economic uncertainty </li></ul><ul><li>The weak pound has attracted Eurovisitors </li></ul><ul><li>Social media has gone mainstream </li></ul><ul><li>Website experience is benchmarked on the global stage </li></ul>
When? <ul><li>Catching up with your FbF people is up to you </li></ul><ul><li>Report hand in 4 May </li></ul><ul><li>Present to us 12 May (between 1 & 5) </li></ul><ul><li>And yes, it is a competition ;-) </li></ul>