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Strategic marketing
and planning
me marketing have extensive experience in researching, producing and delivering bespoke marketing strategies and implementation plans for tourism and leisure destinations.
In producing each strategy, we would undertake a competitor analysis, catchment and target audience analysis, review current and proposed marketing activity, assess joint venture opportunities, and work within agreed time and budget constraints.
The strategy and plan would utilize all appropriate marketing tools, including PR, media, e, web and text message campaigns and activity, advertising, direct mail and other above the line methods, events, launches, community involvement and stakeholder options.
With the marketing campaign and subsequent launch of Highcross Leicester, the strategy encompassed all of the above tools, with key cost effective ‘highlights’ including:
- The introduction of a comprehensive ambassador programme, bringing selected people onto site ahead of opening to generate word of mouth support and extensive media coverage within the wider catchment area;
- Community involvement in the launch across a diverse cultural and geographical mix through a series of summer workshops culminating in a series of launch day parades and exhibitions;
- Regular on site events and briefings;
- An advertising campaign that generated extensive opportunities for both community involvement and additional media and pr opportunities, including ‘facebook’ and ‘youtube’;
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