The marketing plan serves Bournemouth to promote its conferences more effectively by maintaining and gaining new business in order to contribute economically to the town and the wider community.
Bournemouth works together with local marketing agencies to develop and implement new programmes that support the primary goal of attracting young delegates in cooperation with Bournemouth University. The early participation in conferences prepares students for their future working life.
Marketing comprises predominantly the establishment of a brand image through advertising to create and strengthen awareness amongst the target group. This happens in the form of articles in magazines, presence on youth and job fairs as well as spots on the radio.
A budget of £ 83.330 will be needed to address the aim.
The personnel of Bournemouth and especially the venues embody the conference culture with the necessary passion and drive for a successful provision of service.
Table of Contents
- 1 Introduction
- 2 The marketing plan
- 2.1 Current market
- 2.2 Environmental Analysis
- 2.3 Objectives
- 2.4 Marketing Strategy
- 2.4.1 Differential Advantage
- 2.5 Strategy
- 3 102.3 2CR FM
- 4 World of learning
- 4.1 The conference product
- 4.2 Budget
- 4.3 Control
- 5 Methodology
- 5.1 Findings and justification of chosen approach
- 6 References
- 7 Bibliography
- 8 Appendices
Objectives and Key Themes
This marketing plan aims to promote Bournemouth as an effective conference destination, attracting new businesses and contributing economically to the town and surrounding areas. The plan focuses on attracting young delegates and facilitating student participation in conferences, preparing them for future careers. The marketing strategy centers on establishing a strong brand image through various advertising channels.
- Positioning Bournemouth as a competitive conference destination
- Developing strategies for attracting young delegates
- Leveraging the conference experience to prepare students for professional life
- Analyzing current market conditions and competitor landscape
- Implementing a comprehensive marketing strategy based on a defined budget
Chapter Summaries
The first chapter introduces the concept of a marketing plan for the conference destination of Bournemouth, highlighting its attractiveness as a conference location. It emphasizes the significance of conferences due to their positive economic impact. Chapter 2 provides a detailed analysis of the current conference market in Bournemouth. It examines the strengths and weaknesses of the market, analyzes the competition, and explores the existing budget and marketing strategies. Chapter 3 focuses on 102.3 2CR FM, a local radio station, and its potential role in the marketing plan. Chapter 4 delves into the "World of Learning," outlining the conference product, budget, and control mechanisms. Lastly, Chapter 5 discusses the methodology employed for the marketing plan, including findings and justifications for the chosen approach.
Keywords
This marketing plan revolves around keywords such as conference destination, Bournemouth, marketing strategy, brand image, target group, young delegates, student engagement, conference product, budget, and environmental analysis. The plan utilizes a comprehensive approach, encompassing market research, competitor analysis, and the application of marketing tools to achieve its objectives.
- Quote paper
- Janine Paul (Author), 2007, Marketing and communication plan for Bournemouth, Munich, GRIN Verlag, https://www.grin.com/document/92275
