Featherdown finished presentation
-
Upload
ben-gardiner -
Category
Business
-
view
299 -
download
0
description
Transcript of Featherdown finished presentation
![Page 1: Featherdown finished presentation](https://reader035.fdocuments.net/reader035/viewer/2022070301/546d1123b4af9f612c8b5219/html5/thumbnails/1.jpg)
Featherdown FarmsFeatherdown Farms
![Page 2: Featherdown finished presentation](https://reader035.fdocuments.net/reader035/viewer/2022070301/546d1123b4af9f612c8b5219/html5/thumbnails/2.jpg)
What We’re Going to Talk About
•Services offered•Current pricing strategy•Effect of the recession on
Featherdown farms•Current marketing communications•Issues with communications - what
we feel they are and aren’t doing well
•Our own communications
![Page 3: Featherdown finished presentation](https://reader035.fdocuments.net/reader035/viewer/2022070301/546d1123b4af9f612c8b5219/html5/thumbnails/3.jpg)
Target Audience•The target group are double
income educated families with children between 2 to 15 years.
•They consciously seek out small scale educational holidays in picturesque rural settings.
•Traditionally, they are city dwellers, especially from the South East (an idea which has been picked up upon by Featherdown)
![Page 4: Featherdown finished presentation](https://reader035.fdocuments.net/reader035/viewer/2022070301/546d1123b4af9f612c8b5219/html5/thumbnails/4.jpg)
Pricing Strategy•Pricing is tailored to consumers•Last year, they were running at 95%
capacity•Extras•Certain extras free such as bringing a
dog•Country House Hide Out’s special
offer
![Page 5: Featherdown finished presentation](https://reader035.fdocuments.net/reader035/viewer/2022070301/546d1123b4af9f612c8b5219/html5/thumbnails/5.jpg)
UK Competition
•Country cottage rental•Centreparcs•Country House Hide Out•Normal campsites
![Page 6: Featherdown finished presentation](https://reader035.fdocuments.net/reader035/viewer/2022070301/546d1123b4af9f612c8b5219/html5/thumbnails/6.jpg)
Existing communications
•“Media craze” - Yasmin Sethna Head of Feather Down’s PR
•Tesco competition - ended in January•Cool camping guide - book•BBC Documentary being broadcast over
Easter•Offering long weekends to journalists
(bloggers & print)•Craig Doyle
![Page 7: Featherdown finished presentation](https://reader035.fdocuments.net/reader035/viewer/2022070301/546d1123b4af9f612c8b5219/html5/thumbnails/7.jpg)
The Recession and
Featherdown•Business didn’t suffer significantly•Farm days have become a more
central holiday•‘Glampers’ tended to shop more at
the local chain stores than the honesty shop.
•Less expenditure on extras and luxuries
![Page 8: Featherdown finished presentation](https://reader035.fdocuments.net/reader035/viewer/2022070301/546d1123b4af9f612c8b5219/html5/thumbnails/8.jpg)
Issues With Current Strategies
•Limited awareness of the brand•Limited interaction with children
using PR•Little PR aimed at increasing out of
season/shoulder season business•Not targeting repeat customers. No
win back letter
![Page 9: Featherdown finished presentation](https://reader035.fdocuments.net/reader035/viewer/2022070301/546d1123b4af9f612c8b5219/html5/thumbnails/9.jpg)
Opportunities
•More national PR coverage to raise awareness
•Involve children with the PR using promotional offers, talks and merchandise
•More marketing communications for shoulder season
•Promote repeat custom
![Page 10: Featherdown finished presentation](https://reader035.fdocuments.net/reader035/viewer/2022070301/546d1123b4af9f612c8b5219/html5/thumbnails/10.jpg)
Our PR Strategy
•Main Idea: A big, 6 day, progressive spectacle
•Celebrity Chef Special•Sponsor local farmers markets•Digital marketing - new website,
iPhone app & Twitter •Sponsorship with national charity
![Page 11: Featherdown finished presentation](https://reader035.fdocuments.net/reader035/viewer/2022070301/546d1123b4af9f612c8b5219/html5/thumbnails/11.jpg)
•Ideally a celebrity such as Jamie Oliver who would represent many of Featherdown’s values
•A special, one-off episode shown at the beginning of Summer to welcome in the new season
Celebrity Chef Special
![Page 12: Featherdown finished presentation](https://reader035.fdocuments.net/reader035/viewer/2022070301/546d1123b4af9f612c8b5219/html5/thumbnails/12.jpg)
Sponsor Local Farmers Markets
•Corporate Social Responsibility
•Currently support local community. This would enhance this positive attribute
•Increase branding of these products by incorporating the Featherdown logo into the packaging
![Page 13: Featherdown finished presentation](https://reader035.fdocuments.net/reader035/viewer/2022070301/546d1123b4af9f612c8b5219/html5/thumbnails/13.jpg)
Digital Marketing - New Website
•Inconsistent with brochure•Needs a clearer layout - nicer
aesthetics•More inviting - sells the farm as
being a quality experience•More user friendly
![Page 14: Featherdown finished presentation](https://reader035.fdocuments.net/reader035/viewer/2022070301/546d1123b4af9f612c8b5219/html5/thumbnails/14.jpg)
Digital Marketing - iPhone App & Twitter
•New digital age•Users would be able to upload photos
to the site - enticing new customers•‘Build’ the holiday around what they
want to do•Twitter - business oriented social
networking increases brand awareness for free
![Page 15: Featherdown finished presentation](https://reader035.fdocuments.net/reader035/viewer/2022070301/546d1123b4af9f612c8b5219/html5/thumbnails/15.jpg)
Sponsorship with a National Charity
•Compassion in World Farming•They promote ethics with regard to
farming and farming practice•Shows we’re supporting the welfare
of farm animals•Aside from Feather Down’s CSR,
customers will recognise this and associate the brand with fair practice
![Page 16: Featherdown finished presentation](https://reader035.fdocuments.net/reader035/viewer/2022070301/546d1123b4af9f612c8b5219/html5/thumbnails/16.jpg)
• Monday - Kings Cross - chalk drawings (5 - one outside of each station)
• Tuesday - Paddington - Buskers singing
• Wednesday - St. Pancras - People in Animal Costumes
• Thursday - Victoria - Farmer Invasion
• Friday & Saturday - Waterloo - Main Tent Event
Our Big Idea
![Page 17: Featherdown finished presentation](https://reader035.fdocuments.net/reader035/viewer/2022070301/546d1123b4af9f612c8b5219/html5/thumbnails/17.jpg)
Now Put Yourself in the Consumers’ Shoes...
![Page 18: Featherdown finished presentation](https://reader035.fdocuments.net/reader035/viewer/2022070301/546d1123b4af9f612c8b5219/html5/thumbnails/18.jpg)
•Using a large public spectacle, increase awareness
•We want to incorporate some of the extras into the main price
•We want to highlight Feather Down’s positive corporate social responsibility
•We want to bring Feather Down into the digital age
Summary
![Page 19: Featherdown finished presentation](https://reader035.fdocuments.net/reader035/viewer/2022070301/546d1123b4af9f612c8b5219/html5/thumbnails/19.jpg)
Thank you for listeningAre there any questions?