Pitch presentation for Sea Life to draw more group visits
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The document outlines a marketing campaign by The Journey Agency to increase senior citizen visits to Sea Life centres. It identifies senior citizens aged 65+ living within a 2 hour drive as the target audience. Insights show they value community and new experiences. The brand proposition is that Sea Life provides an engaging experience with the ocean near their homes. The big idea is that Sea Life offers "the beautiful life of the ocean to the beautiful life on shore." The campaign strategy involves partnerships with retirement communities to organize special packages and activities. Tactics include competitions, conferences, brochures and advertorials. The goals are to raise awareness of Sea Life and increase senior group visits.
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Pitch presentation for Sea Life to draw more group visits
- 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. THE ROAD TO SUCCESS Target Audience Analysis Insights Strategy
- 5. Zoos and Aquariums are the 6th best attraction with an increase in number of visitors BUSINESS ENVIRONMENT ANALYSIS 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
- 9. PROBLEM AND OPPORTUNITY Overexploitation of traditional market The WHITE SPACE for Sea Life to explore
- 11. Is there a real need? Could they afford Sea Life? Do they have more potential than others for group visits? Is it big enough? 20% of visitors are seniors Household wealth and spare time peaks A market of 10 million people More likely to participate in the group to avoid loneliness MARKET POTENTIAL
- 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 a 2 hour drive from Sea Life centre Raise the number of target audiences who are aware that Sea Life has various locations across the UK to 50% by August 2015 Have 15% target audience, who become aware of Sea Life, affirm that this is their preferred leisure park to discover underwater life by August 2015 Increase the number of senior group visits to the total of 6 groups/day during weekdays by August 2015 1 2 3
- 17. INSIGHTS BRAND INSIGHT CULTURAL INSIGHT CONSUM ER 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
- 19. BIG IDEA
- 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. SPECIAL PACKAGES PARTNERSHIP TACTICS “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
- 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 centres
- 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 Beautiful life of the ocean to the beautiful life on shore 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 £10,361 Refer to report for more details Total £46,861
- 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 1 : 1.92 Number of senior group visits per day on average across 13 locations of Sea Life Total number of senior group visits after 6-month campaign Minimum revenue per group of 10 people Sea Life’s revenue after the campaign Campaign’s ROI
- 36. SUMMARY Target audience: Senior citizens 65+ living within a 2 hour drive from Sea Life centres Brand Proposition: Engaging with the ocean just around the corner PARTNERSHIP is the KEY Big Idea : The beautiful life of the ocean to the beautiful life on shore
- 37. THANK YOU!FOR ACCOMPANYING US THROUGH THE JOURNEY Email : thejourneyagency@gmail.com Website: https://thejourneyagency.jux.com/
Editor's Notes
- Rationalize why March - August