Speculative Digital Pitch

Strategic Direction

The Quays’ strategic direction is to become an area magnet for domestic and international tourists and a world-class business, cultural, social and residential area of great national and regional significance.

· Business objective: Increase annual footfall to The Quays by 15% within 12 months

· Marketing objective: Increase awareness of The Quays by 50% in our target markets within 12 months

· MarComms objective: Acquire 10,000 new online enquiries and convert them into subscribers within 6 months

PSO

In order to satisfy their objectives The Quays plan to hold a series of monthly cultural events and attractions in Salford that will incorporate a variety of themes including Food, Film, Fashion and Music. These free events will be used to promote the area to tourists and local residents and to provide a platform for local businesses, musicians, designers and budding filmmakers to showcase their skills. Due to the relocation of the BBC and the development of MediaCityUK these events are really in touch with the target audience’s interests.

Strengths/Opportunities	Weaknesses/ Threats
USP - limited competition Combines the communities of Manchester and Salford Adds to the list of things to do in Salford	Attendance may vary with seasonal change Possible competition from Trafford centre and Manchester City Centre Different themes create fluctuating levels of interest - difficult to predict repeat customers

Digital Marketing Communication Management (DMCM) Approaches

Approaches to be adopted:

Facebook advertisement:

· Max £735.00/month

· 3 week advertisement before the event

· Target 201,840 potential consumers within 40km of Manchester

· Will raise awareness of The Quays

· Cost effective - 49p/click

E-newsletter:

· Subscription - consumers provide details and subscribe to website/e-newsletters

· Relatively inexpensive to create - <£5000

· High click through rate - minimum 20% as consumers have already subscribed

Approaches discarded

Email marketing:

· £100/thousand purchasing email addresses

· Not cost effective as the click through rate <1%>

Banner adverts:

· High production cost of the ad £5,000 – 10,000

· Click through rate less than 1% - not cost effective to promote each event

Colleen O'Brien - 08989733

Joseph Dunne - 08070122

Vicky Tailby - 08989713

Martin Singleton - 08216610

Bartlomiej Partyka - 08289932