Featherdown Farms Featherdown Farms
What We’re Going to Talk About <ul><li>Services offered </li></ul><ul><li>Current pricing strategy </li></ul><ul><li>Effec...
Target Audience <ul><li>The target group are double income educated families with children between 2 to 15 years. </li></u...
Pricing Strategy <ul><li>Pricing is tailored to consumers </li></ul><ul><li>Last year, they were running at 95% capacity <...
UK Competition <ul><li>Country cottage rental </li></ul><ul><li>Centreparcs </li></ul><ul><li>Country House Hide Out </li>...
Existing communications  <ul><li>“ Media craze” - Yasmin Sethna Head of Feather Down’s PR </li></ul><ul><li>Tesco competit...
The Recession and Featherdown <ul><li>Business didn’t suffer significantly </li></ul><ul><li>Farm days have become a more ...
Issues With Current Strategies <ul><li>Limited awareness of the brand </li></ul><ul><li>Limited interaction with children ...
Opportunities <ul><li>More national PR coverage to raise awareness </li></ul><ul><li>Involve children with the PR using pr...
Our PR Strategy  <ul><li>Main Idea: A big, 6 day, progressive spectacle </li></ul><ul><li>Celebrity Chef Special </li></ul...
<ul><li>Ideally a celebrity such as Jamie Oliver who would represent many of Featherdown’s values </li></ul><ul><li>A spec...
Sponsor Local Farmers Markets <ul><li>Corporate Social Responsibility </li></ul><ul><li>Currently support local community....
Digital Marketing - New Website <ul><li>Inconsistent with brochure </li></ul><ul><li>Needs a clearer layout - nicer aesthe...
Digital Marketing - iPhone App & Twitter <ul><li>New digital age </li></ul><ul><li>Users would be able to upload photos to...
Sponsorship with a National Charity <ul><li>Compassion in World Farming </li></ul><ul><li>They promote ethics with regard ...
<ul><li>Monday  -  Kings Cross  - chalk drawings (5 - one outside of each station) </li></ul><ul><li>Tuesday  -  Paddingto...
Now Put Yourself in the Consumers’ Shoes...
<ul><li>Using a large public spectacle, increase awareness </li></ul><ul><li>We want to incorporate some of the extras int...
Thank you for listening Are there any questions?
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Featherdown finished presentation

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

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