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 - Product/Service/Offering
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
USP - limited competition
Combines the communities of Manchester and Salford
Adds to the list of things to do in Salford
Weaknesses/ Threats
Attendance may vary with seasonal change
Possible competition from the Trafford Centre and Manchester City Centre
Different themes create fluctuating levels of interest - difficult to predict repeat customers
Digital Marketing Communication Management (DMCM) 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
. High click through rate - minimum 20% as consumers already subscribed
· Relatively inexpensive to create - <£5000
Digital Marketing Communication Management (DMCM) approaches to be discarded:
Email marketing:
· £100/thousand purchasing email addresses
· Not cost effective as the click through rate less than 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
