SlideShare a Scribd company logo
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.
MEET OUR TEAM 
Annabel Nguyen 
Account Manager 
Ana Rivera 
Creative Director 
Evelyne Goudsmit 
Account Planner 
Tope Adedayo 
Media Planner
ITINERARY 
Target Audience Analysis 
Insights 
Strategy
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
COMPETITORS 
The market is increasingly competitive due to the growth and 
expansions of many other aquariums and attractions
PERCEPTUAL MAP 
Variety of 
Activities 
Price
OVEREXPLOITATION
PROBLEM AND OPPORTUNITY 
Overexploitation of traditional market 
The WHITE SPACE for Sea Life to explore
THE JOURNEY’S EXPLORATION 
2 
1 
3 
4
MARKET POTENTIAL 
More likely to 
participate in 
the group to 
avoid 
loneliness
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”
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.
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
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
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
BRAND PROPOSITION
BIG IDEA
CAMPAIGN STRATEGY 
PARTNERSHIP 
ORGANISATION RETIREMENT 
COMMUNITIES
Partnership criteria 
selection 
•The size of potential market in 
the surrounding area of Sea 
Life centre 
•Being active in organising 
activities for its residents
University of the Third 
Age (U3A) 
322,041 
members 
926 
universities
The Extra Care Charitable Trust 
31 locations 4,000 
residents 
Monthly 
Activities
Sunrise Senior 
Living 
27 locations 2,400 people 
Monthly 
Activities
The Richmond 
Villages 
5 locations 300 seniors 
Monthly 
Activities
PARTNERSHIP 
TACTICS 
SPECIAL PACKAGES 
“FISHING FOR KNOWLEDGE” 
COMPETITION 
UNIVERSITY OF THIRD AGE 
CONFERENCE
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
FISHING FOR KNOWLEDGE 
COMPETITION
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
MEDIA PLAN
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
ADVERTORIAL 
Fun facts about aquatic 
life 
VOUCHER CODE: 12345
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
CAMPAIGN SCHEDULE 
March April May June July August 
U3A Conference 
Fishing the Knowledge Competition 
Advertorial 
Brochure Distribution
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
THANK 
FYORO AUCC!OMPANYING US 
THROUGH 
THE JOURNEY
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

More Related Content

What's hot

Module 1
Module 1Module 1
מצגת גיוס חברים חדשים לעמותה מקרה קרדיף
   מצגת גיוס חברים חדשים לעמותה מקרה קרדיף   מצגת גיוס חברים חדשים לעמותה מקרה קרדיף
מצגת גיוס חברים חדשים לעמותה מקרה קרדיף
Israfans
 
The Denness Luckhurst Foundation 2015 promotional brochure
The Denness Luckhurst Foundation 2015 promotional brochureThe Denness Luckhurst Foundation 2015 promotional brochure
The Denness Luckhurst Foundation 2015 promotional brochure
Mark Kingham
 
2015 Student Life brochure
2015 Student Life brochure2015 Student Life brochure
2015 Student Life brochure
Steve Greenbaum
 
We have 4 weeks to Raise $60,000 view this slide show to see Why FANSPlash is...
We have 4 weeks to Raise $60,000 view this slide show to see Why FANSPlash is...We have 4 weeks to Raise $60,000 view this slide show to see Why FANSPlash is...
We have 4 weeks to Raise $60,000 view this slide show to see Why FANSPlash is...
E_Angelino
 
Tour de Tuli conservation and tourism Susan Snyman
Tour de Tuli conservation and tourism Susan SnymanTour de Tuli conservation and tourism Susan Snyman
Tour de Tuli conservation and tourism Susan Snyman
Anna Spenceley
 
Course Adventure 4_LukeHerd
Course Adventure 4_LukeHerdCourse Adventure 4_LukeHerd
Course Adventure 4_LukeHerd
ELunn1
 
2015 9 1 psa morristown hamblen library (1)
2015 9 1 psa morristown hamblen library (1)2015 9 1 psa morristown hamblen library (1)
2015 9 1 psa morristown hamblen library (1)
Shelly Shropshire
 
Race for the Cure Water Stop | jennifer glasgow
Race for the Cure Water Stop | jennifer glasgowRace for the Cure Water Stop | jennifer glasgow
Race for the Cure Water Stop | jennifer glasgow
Jennifer Glasgow
 
2014 Vic Beach Sponsorship Partner Invite - Your Brand (Your Business)
2014 Vic Beach Sponsorship Partner Invite - Your Brand (Your Business)2014 Vic Beach Sponsorship Partner Invite - Your Brand (Your Business)
2014 Vic Beach Sponsorship Partner Invite - Your Brand (Your Business)
Steve Hubbard
 
Writing sample 6 2011
Writing sample 6 2011Writing sample 6 2011
Writing sample 6 2011
Laura Putman
 
Volunteer Pamphlet
Volunteer PamphletVolunteer Pamphlet
Volunteer Pamphlet
lilisha100
 
Cloud Chatter May 2014
Cloud Chatter May 2014Cloud Chatter May 2014
Cloud Chatter May 2014
rotaryeclubsa9400
 
Volunteering and Community Based Physical Activity Programmes
Volunteering and Community Based Physical Activity Programmes Volunteering and Community Based Physical Activity Programmes
Volunteering and Community Based Physical Activity Programmes
University of Bath
 
Local Festival
Local FestivalLocal Festival
Local Festival
Zahra06
 
Y Factor Leicester 14/3/12. What is needed
Y Factor Leicester 14/3/12. What is neededY Factor Leicester 14/3/12. What is needed
Y Factor Leicester 14/3/12. What is needed
n1ghtf4ll
 
Annual Appeal5
Annual Appeal5Annual Appeal5
Annual Appeal5
Molly Yun
 
Hot Dogs for Homeless 2016
Hot Dogs for Homeless 2016Hot Dogs for Homeless 2016
Hot Dogs for Homeless 2016
PowerhousePR
 
Elmer's great north parade a supersized opportunity for you
Elmer's great north parade   a supersized opportunity for youElmer's great north parade   a supersized opportunity for you
Elmer's great north parade a supersized opportunity for you
MichaelHodges24
 

What's hot (19)

Module 1
Module 1Module 1
Module 1
 
מצגת גיוס חברים חדשים לעמותה מקרה קרדיף
   מצגת גיוס חברים חדשים לעמותה מקרה קרדיף   מצגת גיוס חברים חדשים לעמותה מקרה קרדיף
מצגת גיוס חברים חדשים לעמותה מקרה קרדיף
 
The Denness Luckhurst Foundation 2015 promotional brochure
The Denness Luckhurst Foundation 2015 promotional brochureThe Denness Luckhurst Foundation 2015 promotional brochure
The Denness Luckhurst Foundation 2015 promotional brochure
 
2015 Student Life brochure
2015 Student Life brochure2015 Student Life brochure
2015 Student Life brochure
 
We have 4 weeks to Raise $60,000 view this slide show to see Why FANSPlash is...
We have 4 weeks to Raise $60,000 view this slide show to see Why FANSPlash is...We have 4 weeks to Raise $60,000 view this slide show to see Why FANSPlash is...
We have 4 weeks to Raise $60,000 view this slide show to see Why FANSPlash is...
 
Tour de Tuli conservation and tourism Susan Snyman
Tour de Tuli conservation and tourism Susan SnymanTour de Tuli conservation and tourism Susan Snyman
Tour de Tuli conservation and tourism Susan Snyman
 
Course Adventure 4_LukeHerd
Course Adventure 4_LukeHerdCourse Adventure 4_LukeHerd
Course Adventure 4_LukeHerd
 
2015 9 1 psa morristown hamblen library (1)
2015 9 1 psa morristown hamblen library (1)2015 9 1 psa morristown hamblen library (1)
2015 9 1 psa morristown hamblen library (1)
 
Race for the Cure Water Stop | jennifer glasgow
Race for the Cure Water Stop | jennifer glasgowRace for the Cure Water Stop | jennifer glasgow
Race for the Cure Water Stop | jennifer glasgow
 
2014 Vic Beach Sponsorship Partner Invite - Your Brand (Your Business)
2014 Vic Beach Sponsorship Partner Invite - Your Brand (Your Business)2014 Vic Beach Sponsorship Partner Invite - Your Brand (Your Business)
2014 Vic Beach Sponsorship Partner Invite - Your Brand (Your Business)
 
Writing sample 6 2011
Writing sample 6 2011Writing sample 6 2011
Writing sample 6 2011
 
Volunteer Pamphlet
Volunteer PamphletVolunteer Pamphlet
Volunteer Pamphlet
 
Cloud Chatter May 2014
Cloud Chatter May 2014Cloud Chatter May 2014
Cloud Chatter May 2014
 
Volunteering and Community Based Physical Activity Programmes
Volunteering and Community Based Physical Activity Programmes Volunteering and Community Based Physical Activity Programmes
Volunteering and Community Based Physical Activity Programmes
 
Local Festival
Local FestivalLocal Festival
Local Festival
 
Y Factor Leicester 14/3/12. What is needed
Y Factor Leicester 14/3/12. What is neededY Factor Leicester 14/3/12. What is needed
Y Factor Leicester 14/3/12. What is needed
 
Annual Appeal5
Annual Appeal5Annual Appeal5
Annual Appeal5
 
Hot Dogs for Homeless 2016
Hot Dogs for Homeless 2016Hot Dogs for Homeless 2016
Hot Dogs for Homeless 2016
 
Elmer's great north parade a supersized opportunity for you
Elmer's great north parade   a supersized opportunity for youElmer's great north parade   a supersized opportunity for you
Elmer's great north parade a supersized opportunity for you
 

Similar to Integrated Campaign Pitch: Sea Life

Walking Festival Kingston upon Thames 2016 Programme
Walking Festival Kingston upon Thames 2016 ProgrammeWalking Festival Kingston upon Thames 2016 Programme
Walking Festival Kingston upon Thames 2016 Programme
KingstonVA
 
Dominic Campbell - Arts and creativity: A role in elder care
Dominic Campbell - Arts and creativity: A role in elder careDominic Campbell - Arts and creativity: A role in elder care
Dominic Campbell - Arts and creativity: A role in elder care
RunwaySale
 
Beyond the Shore Paddlefest Information
Beyond the Shore Paddlefest InformationBeyond the Shore Paddlefest Information
Beyond the Shore Paddlefest Information
Agents99
 
Cancer Research Media Com
Cancer Research Media ComCancer Research Media Com
Cancer Research Media Com
guesta3e55df
 
North Territory
North TerritoryNorth Territory
North Territory
Pats Lavandelo
 
CatchawaveUK The Blue Mile 2010 press release
CatchawaveUK The Blue Mile 2010 press releaseCatchawaveUK The Blue Mile 2010 press release
CatchawaveUK The Blue Mile 2010 press release
Bob Northey
 
YHA Jurassic Coast Business Partner Scheme Case Study - Inspire a Generation
YHA Jurassic Coast Business Partner Scheme Case Study - Inspire a GenerationYHA Jurassic Coast Business Partner Scheme Case Study - Inspire a Generation
YHA Jurassic Coast Business Partner Scheme Case Study - Inspire a Generation
Mike Ruiter
 
MGT_PresentationDEC
MGT_PresentationDECMGT_PresentationDEC
MGT_PresentationDEC
Anne Giacalone
 
YMCA Escapes Brochure 2016 Online Version Email
YMCA Escapes Brochure 2016 Online Version EmailYMCA Escapes Brochure 2016 Online Version Email
YMCA Escapes Brochure 2016 Online Version Email
Anthea Warlond
 
Team2ReachSLC-CouncilonAgingPlan
Team2ReachSLC-CouncilonAgingPlanTeam2ReachSLC-CouncilonAgingPlan
Team2ReachSLC-CouncilonAgingPlan
Katia Valiso
 
Promote your business in Havering
Promote your business in HaveringPromote your business in Havering
Promote your business in Havering
HaveringKidsExpo
 
2015 Delegate Manual - FINAL
2015 Delegate Manual - FINAL2015 Delegate Manual - FINAL
2015 Delegate Manual - FINAL
Graeme Matichuk
 
Bike Week 2014 Presentation
Bike Week 2014 PresentationBike Week 2014 Presentation
Bike Week 2014 Presentation
Cycling Scotland
 
Games Volunteering Legacy - Caroline Cook
Games Volunteering Legacy - Caroline CookGames Volunteering Legacy - Caroline Cook
Games Volunteering Legacy - Caroline Cook
SWF
 
Canterbury festival proposal
Canterbury festival proposalCanterbury festival proposal
Canterbury festival proposal
Thierry_Preston
 
Next gen uk seminar presentation glasgow mike section
Next gen uk seminar presentation glasgow mike sectionNext gen uk seminar presentation glasgow mike section
Next gen uk seminar presentation glasgow mike section
hjc
 
LIBB 2017: Freedom Mortgage
LIBB 2017: Freedom MortgageLIBB 2017: Freedom Mortgage
LIBB 2017: Freedom Mortgage
Jeffrey Main
 
Agm student society presentation
Agm student society presentation Agm student society presentation
Agm student society presentation
Andrew Byrne
 
LIBB 2017: NY Party Works
LIBB 2017: NY Party WorksLIBB 2017: NY Party Works
LIBB 2017: NY Party Works
Jeffrey Main
 
2018 Long Island Beauty Ball: NYCBS
2018 Long Island Beauty Ball: NYCBS2018 Long Island Beauty Ball: NYCBS
2018 Long Island Beauty Ball: NYCBS
Jeffrey Main
 

Similar to Integrated Campaign Pitch: Sea Life (20)

Walking Festival Kingston upon Thames 2016 Programme
Walking Festival Kingston upon Thames 2016 ProgrammeWalking Festival Kingston upon Thames 2016 Programme
Walking Festival Kingston upon Thames 2016 Programme
 
Dominic Campbell - Arts and creativity: A role in elder care
Dominic Campbell - Arts and creativity: A role in elder careDominic Campbell - Arts and creativity: A role in elder care
Dominic Campbell - Arts and creativity: A role in elder care
 
Beyond the Shore Paddlefest Information
Beyond the Shore Paddlefest InformationBeyond the Shore Paddlefest Information
Beyond the Shore Paddlefest Information
 
Cancer Research Media Com
Cancer Research Media ComCancer Research Media Com
Cancer Research Media Com
 
North Territory
North TerritoryNorth Territory
North Territory
 
CatchawaveUK The Blue Mile 2010 press release
CatchawaveUK The Blue Mile 2010 press releaseCatchawaveUK The Blue Mile 2010 press release
CatchawaveUK The Blue Mile 2010 press release
 
YHA Jurassic Coast Business Partner Scheme Case Study - Inspire a Generation
YHA Jurassic Coast Business Partner Scheme Case Study - Inspire a GenerationYHA Jurassic Coast Business Partner Scheme Case Study - Inspire a Generation
YHA Jurassic Coast Business Partner Scheme Case Study - Inspire a Generation
 
MGT_PresentationDEC
MGT_PresentationDECMGT_PresentationDEC
MGT_PresentationDEC
 
YMCA Escapes Brochure 2016 Online Version Email
YMCA Escapes Brochure 2016 Online Version EmailYMCA Escapes Brochure 2016 Online Version Email
YMCA Escapes Brochure 2016 Online Version Email
 
Team2ReachSLC-CouncilonAgingPlan
Team2ReachSLC-CouncilonAgingPlanTeam2ReachSLC-CouncilonAgingPlan
Team2ReachSLC-CouncilonAgingPlan
 
Promote your business in Havering
Promote your business in HaveringPromote your business in Havering
Promote your business in Havering
 
2015 Delegate Manual - FINAL
2015 Delegate Manual - FINAL2015 Delegate Manual - FINAL
2015 Delegate Manual - FINAL
 
Bike Week 2014 Presentation
Bike Week 2014 PresentationBike Week 2014 Presentation
Bike Week 2014 Presentation
 
Games Volunteering Legacy - Caroline Cook
Games Volunteering Legacy - Caroline CookGames Volunteering Legacy - Caroline Cook
Games Volunteering Legacy - Caroline Cook
 
Canterbury festival proposal
Canterbury festival proposalCanterbury festival proposal
Canterbury festival proposal
 
Next gen uk seminar presentation glasgow mike section
Next gen uk seminar presentation glasgow mike sectionNext gen uk seminar presentation glasgow mike section
Next gen uk seminar presentation glasgow mike section
 
LIBB 2017: Freedom Mortgage
LIBB 2017: Freedom MortgageLIBB 2017: Freedom Mortgage
LIBB 2017: Freedom Mortgage
 
Agm student society presentation
Agm student society presentation Agm student society presentation
Agm student society presentation
 
LIBB 2017: NY Party Works
LIBB 2017: NY Party WorksLIBB 2017: NY Party Works
LIBB 2017: NY Party Works
 
2018 Long Island Beauty Ball: NYCBS
2018 Long Island Beauty Ball: NYCBS2018 Long Island Beauty Ball: NYCBS
2018 Long Island Beauty Ball: NYCBS
 

Recently uploaded

Mastering Your Online Visibility - Fernando Angulo
Mastering Your Online Visibility - Fernando AnguloMastering Your Online Visibility - Fernando Angulo
Mindfulness Techniques Cultivating Calm in a Chaotic World.pptx
Mindfulness Techniques Cultivating Calm in a Chaotic World.pptxMindfulness Techniques Cultivating Calm in a Chaotic World.pptx
Mindfulness Techniques Cultivating Calm in a Chaotic World.pptx
elizabethella096
 
Assignment 2 Task 1: Digital Marketing Course
Assignment 2 Task 1: Digital Marketing CourseAssignment 2 Task 1: Digital Marketing Course
Assignment 2 Task 1: Digital Marketing Course
klaudiadgmkt
 
Boost Your Instagram Views Instantly Proven Free Strategies.pptx
Boost Your Instagram Views Instantly Proven Free Strategies.pptxBoost Your Instagram Views Instantly Proven Free Strategies.pptx
Boost Your Instagram Views Instantly Proven Free Strategies.pptx
InstBlast Marketing
 
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptx
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptxFrom Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptx
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptx
Boston SEO Services
 
Concept of Marketing Information systems .ppt(1).pptx....
Concept of  Marketing  Information systems .ppt(1).pptx....Concept of  Marketing  Information systems .ppt(1).pptx....
Concept of Marketing Information systems .ppt(1).pptx....
arshrathee745
 
No Cookies, No Problem - Steve Krull, Be Found Online
No Cookies, No Problem - Steve Krull, Be Found OnlineNo Cookies, No Problem - Steve Krull, Be Found Online
No Cookies, No Problem - Steve Krull, Be Found Online
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
PickUp_conversational AI_Capex, Inc._20240611
PickUp_conversational AI_Capex, Inc._20240611PickUp_conversational AI_Capex, Inc._20240611
PickUp_conversational AI_Capex, Inc._20240611
Shuntaro Kogame
 
PickUp_conversational AI_Capex, Inc._20240610
PickUp_conversational AI_Capex, Inc._20240610PickUp_conversational AI_Capex, Inc._20240610
PickUp_conversational AI_Capex, Inc._20240610
Shuntaro Kogame
 
WTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-an...
WTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-an...WTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-an...
WTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-an...
Veronika Höller
 
在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样
在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样
在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样
5ys5mvlp
 
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
Embark on style journeys Indian clothing store denver guide.pptx
Embark on style journeys Indian clothing store denver guide.pptxEmbark on style journeys Indian clothing store denver guide.pptx
Embark on style journeys Indian clothing store denver guide.pptx
Omnama Fashions
 
How to Make Your Trade Show Booth Stand Out
How to Make Your Trade Show Booth Stand OutHow to Make Your Trade Show Booth Stand Out
How to Make Your Trade Show Booth Stand Out
Blue Atlas Marketing
 
原版制作(Sunderland毕业证书)桑德兰大学毕业证录取通知书一模一样
原版制作(Sunderland毕业证书)桑德兰大学毕业证录取通知书一模一样原版制作(Sunderland毕业证书)桑德兰大学毕业证录取通知书一模一样
原版制作(Sunderland毕业证书)桑德兰大学毕业证录取通知书一模一样
5ys5mvlp
 
AI Best Practices for Marketing HUG June 2024
AI Best Practices for Marketing HUG June 2024AI Best Practices for Marketing HUG June 2024
AI Best Practices for Marketing HUG June 2024
Amanda Farrell
 
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
Evaluating the Effectiveness of Women-Focused Marketing
Evaluating the Effectiveness of Women-Focused MarketingEvaluating the Effectiveness of Women-Focused Marketing
Evaluating the Effectiveness of Women-Focused Marketing
HighViz PR
 
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdfTop Strategies for Building High-Quality Backlinks in 2024 PPT.pdf
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf
1Solutions Pvt. Ltd.
 

Recently uploaded (20)

Mastering Your Online Visibility - Fernando Angulo
Mastering Your Online Visibility - Fernando AnguloMastering Your Online Visibility - Fernando Angulo
Mastering Your Online Visibility - Fernando Angulo
 
Mindfulness Techniques Cultivating Calm in a Chaotic World.pptx
Mindfulness Techniques Cultivating Calm in a Chaotic World.pptxMindfulness Techniques Cultivating Calm in a Chaotic World.pptx
Mindfulness Techniques Cultivating Calm in a Chaotic World.pptx
 
Assignment 2 Task 1: Digital Marketing Course
Assignment 2 Task 1: Digital Marketing CourseAssignment 2 Task 1: Digital Marketing Course
Assignment 2 Task 1: Digital Marketing Course
 
Boost Your Instagram Views Instantly Proven Free Strategies.pptx
Boost Your Instagram Views Instantly Proven Free Strategies.pptxBoost Your Instagram Views Instantly Proven Free Strategies.pptx
Boost Your Instagram Views Instantly Proven Free Strategies.pptx
 
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptx
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptxFrom Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptx
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptx
 
Unleash the Power of Storytelling - Win Hearts, Change Minds, Get Results - R...
Unleash the Power of Storytelling - Win Hearts, Change Minds, Get Results - R...Unleash the Power of Storytelling - Win Hearts, Change Minds, Get Results - R...
Unleash the Power of Storytelling - Win Hearts, Change Minds, Get Results - R...
 
Concept of Marketing Information systems .ppt(1).pptx....
Concept of  Marketing  Information systems .ppt(1).pptx....Concept of  Marketing  Information systems .ppt(1).pptx....
Concept of Marketing Information systems .ppt(1).pptx....
 
No Cookies, No Problem - Steve Krull, Be Found Online
No Cookies, No Problem - Steve Krull, Be Found OnlineNo Cookies, No Problem - Steve Krull, Be Found Online
No Cookies, No Problem - Steve Krull, Be Found Online
 
PickUp_conversational AI_Capex, Inc._20240611
PickUp_conversational AI_Capex, Inc._20240611PickUp_conversational AI_Capex, Inc._20240611
PickUp_conversational AI_Capex, Inc._20240611
 
PickUp_conversational AI_Capex, Inc._20240610
PickUp_conversational AI_Capex, Inc._20240610PickUp_conversational AI_Capex, Inc._20240610
PickUp_conversational AI_Capex, Inc._20240610
 
WTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-an...
WTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-an...WTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-an...
WTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-an...
 
在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样
在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样
在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样
 
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
 
Embark on style journeys Indian clothing store denver guide.pptx
Embark on style journeys Indian clothing store denver guide.pptxEmbark on style journeys Indian clothing store denver guide.pptx
Embark on style journeys Indian clothing store denver guide.pptx
 
How to Make Your Trade Show Booth Stand Out
How to Make Your Trade Show Booth Stand OutHow to Make Your Trade Show Booth Stand Out
How to Make Your Trade Show Booth Stand Out
 
原版制作(Sunderland毕业证书)桑德兰大学毕业证录取通知书一模一样
原版制作(Sunderland毕业证书)桑德兰大学毕业证录取通知书一模一样原版制作(Sunderland毕业证书)桑德兰大学毕业证录取通知书一模一样
原版制作(Sunderland毕业证书)桑德兰大学毕业证录取通知书一模一样
 
AI Best Practices for Marketing HUG June 2024
AI Best Practices for Marketing HUG June 2024AI Best Practices for Marketing HUG June 2024
AI Best Practices for Marketing HUG June 2024
 
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
 
Evaluating the Effectiveness of Women-Focused Marketing
Evaluating the Effectiveness of Women-Focused MarketingEvaluating the Effectiveness of Women-Focused Marketing
Evaluating the Effectiveness of Women-Focused Marketing
 
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdfTop Strategies for Building High-Quality Backlinks in 2024 PPT.pdf
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf
 

Integrated Campaign Pitch: Sea Life

  • 1.
  • 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
  • 9. PROBLEM AND OPPORTUNITY Overexploitation of traditional market The WHITE SPACE for Sea Life to explore
  • 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
  • 15.
  • 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
  • 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
  • 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

Editor's Notes

  1. Rationalize why March - August