Ysgol Y PreseliBusiness Case Study

About Us

1988 Farm diversification 400,000 visitors annually Top paid-for visitor attraction in Wales Winner Best Family Day Out in Wales Holder of TripAdvisor Certificate of Excellence

Company Objectives Aims a “Educate and Entertain” Exceed visitor’s expectations Remain Wales’ top paid-for attraction At least to maintain visitor numbers Increase secondary revenue Increase product line and target market Protect and strengthen the Folly Farm brand

Marketing Aims

Understand our customers better Increase press coverage Increase online sales and annual pass sales Communicate charity and conservation work Increase group and school bookings Increase social media activity and channels

Product and Services

Park – Zoo, Farm, Adventure Play, Funfair* Cafes and Restaurants Gift Shop Annual Pass Boomerang Offer School Trips/Topic Days and Workshops NEW - Zoo Keeper Experiences

Target Audience

Primary: Parents of children aged 0-9 Secondary: Grandparents, older children interested in funfairs/animals or with younger siblings, adults interested in animals/funfairs, schools

Segmentation

Day visitors versus holidaymakers 60%/40% Age e.g. Toddler Takeover/Keeper Experience Sex e.g. FB 82% female, 50% aged 25-44 Wide socio-economic profile Location e.g. online sales stats Swansea 13%, Pembs 12%, Carms 12%, RCT 11%, Cardiff 11%

Differentiation 1988 The Park and how we differentiate ourselves from competitors

Family-run Educational qualities Continued investment Customer service All weather

Differentiation

How do we differentiate our products e.g. Zoo Keeper Experiences

Channels – teenage press/radio Design – older appeal, zoo style Value – exclusive, limited availability, behind the scenes Price – much higher, experience level

Differentiation

How we differentiate our products e.g. education programme

Channels – direct mail, assemblies Design – conservation grade, imagery Value – curriculum linked, exclusive Price – cheaper to reflect shorter day, tightening budgets, growing the market

Questions?

Zoë Wright PR and Marketing Manager zoe@folly-farm.co.uk