The document outlines a strategic marketing plan for promoting the Isle of Wight as a high-quality tourist destination, aimed at generating significant media coverage and brand awareness over several years. Key objectives include obtaining 170,000 brochure requests, driving 85,000 monthly website visits, and effectively utilizing social media to engage target audiences. The strategy is designed in response to current economic conditions and changing consumer behaviors, particularly emphasizing value and unique experiences.

1. Isle of Wight Tourism fivebyfivedigital.com @fbfdigital Strategic Marketing brief to Solent University 2 March 2010

2. 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

3. Objectives Develop a strategic, brand awareness led campaign that generates significant media coverage, raising awareness of the Island as a high quality tourist destination.

4. 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

5. 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.

6. How much cash? Assume £500,000 for the full year Includes EVERYTHING

7. 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

8. Here’s some stuff you need to know

9. Brand Beautiful Stimulating Resourceful Connected

10. 2009 activity

19. Audience Traditionally London, South East & Midlands East & West Midlands fared particularly badly in the downturn Reduced pensions are affecting value decisions for silver-visitors Negative equity is a real threat to consumer confidence Nation has moved from ‘earn & spend’ to ‘earn & save’ Coping with difficult and uncertain times fuels increased needs for reward and value The IoW is now attractive to a wider audience Looking for a holiday destination with experiences that exceed expectations, a getaway with different things to do and value for money.

20. Oh & there’s a recession Stretching the family budget More considered decision making The ‘staycation’ has become fashionable Expanding audience fuelled by changing needs Shorter booking time as a result of economic uncertainty The weak pound has attracted Eurovisitors Social media has gone mainstream Website experience is benchmarked on the global stage

21. When? Catching up with your FbF people is up to you Report hand in 4 May Present to us 12 May (between 1 & 5) And yes, it is a competition ;-)

22. Thanks fivebyfivedigital.com @fbfdigital