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
Project Goals and Focus
The objective of this marketing plan is to enhance the conference destination Bournemouth by attracting a new target audience—students—thereby fostering economic contribution to the town and local community. By repositioning the brand and utilizing targeted advertising, the strategy aims to integrate young delegates into the professional conference environment.
- Strategic targeting of the 18-25 age demographic (students).
- Brand repositioning to overcome the reputation of Bournemouth as a city for retired people.
- Implementation of cost-effective below-the-line marketing, including radio and youth-oriented publications.
- Utilization of primary research to understand student attitudes toward conference attendance.
- Integration of conference attendance as a preparatory tool for future professional careers.
Excerpt from the Book
2.1 Current market
This section analyses how well Bournemouth’s conference sector is performing now. In general Bournemouth’s conference market is healthy (Gregory, 2006). Bournemouth’s seaside location and the weather as well as its nature and sightseeing attractions contribute to the attractiveness of the city. The BIC “is widely considered to be one of the best conference centres in terms of facilities and quality service“ (The Conference People, 2006). The BIC had 78 conference and exhibitions from Jan - Dec 06 and is forecasting 86 for 2007 (Stainer, 2007).
In the Conference and Incentive Travel Magazine 2005/2006 one page was used for the destination; in 2006/2007 two pages were devoted to Bournemouth. The author observed that in 2006 only hotels and the purpose built convention centre were listed, in 2007 one unusual venue was mentioned.
The BICB has recognised that one has to work against the reputation of Bournemouth as a city of retired people. Furthermore the destination also wants to go for the corporate market (Gregory, 2006). The next hall for the BIC is already planned as it became too small for conferences accompanied with large exhibitions. Furthermore the website is going to be redesigned.
The following destinations were identified as the main competitors of Bournemouth: Brighton, Cardiff, Torquay and Harrogate, as they are in the south of the UK (except Harrogate) and seaside towns with a long conference tradition aiming for associations as the target clientele. A comparison of the competitors can be found in Appendix 2.
Summary of Chapters
1 Introduction: Introduces the rationale for developing a marketing plan for Bournemouth, highlighting the economic importance of the conference sector.
2 The marketing plan: Analyzes the current market position, conducts an environmental scan, defines objectives, and outlines the new strategy targeting students.
3 102.3 2CR FM: Details the specific radio media strategy to reach the newly identified young target demographic.
4 World of learning: Discusses the conference product, budget allocations, and control mechanisms for monitoring performance.
5 Methodology: Describes the literature review and primary research methods, specifically the online questionnaire conducted with students.
Keywords
Bournemouth, Marketing Plan, Conference Destination, BIC, Young Delegates, Student Target Group, Event Management, Brand Awareness, Below-the-line Marketing, Conference Market, Primary Research, Consumer Needs, Destination Positioning, Advertising Campaign, Competitive Advantage
Frequently Asked Questions
What is the primary purpose of this marketing plan?
The plan aims to effectively promote Bournemouth as a conference destination by targeting a new market segment, specifically students, to ensure continued economic growth for the town.
Which target demographic does this strategy focus on?
The strategy focuses on the 18-25 age group, identifying them as potential future delegates who can be integrated into the conference culture through cooperation with Bournemouth University.
What is the core research question or objective?
The objective is to establish Bournemouth as an attractive location for young delegates, thereby diminishing its reputation as a "city of retired people" and broadening its appeal to the corporate market.
What scientific methods were used to gather data?
The author combined a thorough literature review with primary research, consisting of an online questionnaire distributed to 20 students to gauge their perceptions and attitudes toward conferences.
What does the main body of the document cover?
The main body covers market analysis, environmental scanning (PESTEL), objective setting, strategic branding, channel selection (radio and magazines), and financial budgeting.
Which keywords best describe this study?
Key terms include Bournemouth, student target group, conference marketing, brand awareness, BIC (Bournemouth International Centre), and destination competitiveness.
Why was Bournemouth University involved in this plan?
The university is a key partner to reach the young target audience directly, providing an opportunity to influence buyer behavior and encourage student participation in conferences.
How does the author plan to change Bournemouth's brand image?
The plan suggests moving away from "above-the-line" marketing to "below-the-line" methods, such as targeted radio advertising and presence at youth and job fairs, to create a more relevant and appealing brand for young people.
What role does the BIC play in the marketing strategy?
The Bournemouth International Centre (BIC) serves as the primary facility to be promoted, requiring a refreshed brand image and improved digital presence to attract new conference business.
How is the success of the marketing plan monitored?
Success is monitored through a control phase that includes measuring performance against defined objectives and utilizing management tools like Gantt charts to track progress.
- Quote paper
- Janine Paul (Author), 2007, Marketing and communication plan for Bournemouth, Munich, GRIN Verlag, https://www.grin.com/document/92275
