integrated campaign pitch: sea life

THE JOURNEY AGENCY

We are more than an agency because we are

willing to go that extra mile. We believe success

is a journey, which is why we strive to accompany

our clients on their way to success providing all

the support they need with vibrant, unique and

diverse communications.

MEET OUR TEAM

Annabel Nguyen Account Manager

Ana RiveraCreative Director

Evelyne Goudsmit

Account Planner

Tope AdedayoMedia Planner

ITINERARY

Target Audience Analysis

Insights

Strategy

Zoos and Aquariums are the 6th best

attraction with an increase in

number of visitors

BUSINESS ENVIRONMENT ANALYSIS

Combining fun and learning has

created a new trend for this sector:

EDUTAINMENT

Customers are willing to pay entrance

fees for attraction

The strong growth in UK

leisure industry in

2013

COMPETITORS

The market is increasingly competitive due to the growth

and expansions of many other aquariums and attractions

PERCEPTUAL MAP

Variety of Activities

Price

OVEREXPLOITATION

PROBLEM AND OPPORTUNITY

Overexploitation of traditional market

The WHITE SPACE for Sea Life to explore

THE JOURNEY’S EXPLORATION

2

1

3

4

MARKET POTENTIAL

More likely to participate in the group to avoid loneliness

CONSUMER CULTURE AND BEHAVIOURS

Experience new things

Sense of being

involved

Health condition

as a barrier

Be seen as a good

citizen

“It’s never too late to learn something new”

“I joined a volunteering group after retiring to be connected with society”

“If we have a day trip, I would rather go to a place which is within an hour drive from home”

“It is our duty to set an example for generations to come”

MEET OUR FRIENDS!

• George and Lucy are a sweet

couple from Bournemouth

• After retiring, they both enrolled in

the University of Third Age to

exchange their knowledge with their

peers and meet new people.

• George and Lucy are part of their

local bridge club and play bingo

every Friday. However, their

weekdays like most senior citizens

are mostly free.

Mary is 72 year old widow from

Birmingham

After her husband’s passing, Mary

decided to move into a retirement

community managed by Extra Care

charitable trust

Here she has made several friends and

she engages in daily activities. She

participates in ‘excursions every

month,’ eg: visiting church, gardens,

etc, as part of ExtraCare’s activities

OBJECTIVES

Target

Audience: Senior

citizen 65+ living

within 2 hours

driving from Sea

Life centre

Raise the number of target audiences who aware that

Sea Life has various locations across UK to 50% by

August 2015

15% target audience who aware about Sea

Life agree that this is their preferred leisure

park to discover underwater life by 2015

Increase the number of senior group visit to 3

groups/day during weekdays by August 2015

1

2

3

INSIGHTS

BRAND

INSIGHT

CULTURAL INSIGHT CONSUMER

INSIGHT

If you don’t

live by the

seaside, you

can still

experience

Sea Life

“I want to have

new experiences

so that I could feel

more useful and

not simply let my

time pass”

The sense of

community has

gradually replaced

individualism in

this age group’s

life style

BRAND PROPOSITION

BIG IDEA

CAMPAIGN STRATEGY

PARTNERSHIP

ORGANISATION

RETIREMENT COMMUNITIE

S

Partnership criteria selection

•The size of potential market in the surrounding area of Sea Life centre

•Being active in organising activities for its residents

University of the Third Age (U3A)

322,041 members

926 universities

The Extra Care Charitable Trust

31 locations 4,000 residents

Monthly Activities

Sunrise Senior Living

27 locations 2,400 peopleMonthly Activities

The Richmond Villages

5 locations 300 seniorsMonthly Activities

SPECIAL PACKAGES

PARTNERSHIP TACTICS

“FISHING FOR KNOWLEDGE” COMPETITION

UNIVERSITY OF THIRD AGE CONFERENCE

SPECIAL SENIOR PACKAGE

“The beautiful life in the ocean to the beautiful life on shore”

10.00 – 11.00: Introduction and discussion sessions

11.00 – 12.00: Guided tour of Sea Life

12.00 – 13.30: Lunch

13.30 – 14.00: Experience our species’ feeding times

14.00 – 15.00: Tea break

15.00 – 16.00: Final activity

FISHING FOR KNOWLEDGE COMPETITION

UNIVERSITY OF THE THIRD AGE CONFERENCE

Internal conference for

U3A members with the

topic about “The

beautiful life of the

ocean”

13 locations in the

surrounding areas of

Sea Life centre

MEDIA PLAN

BROCHURE“The best way for me to

promote this is for you to send

across an information sheet

with the details and a poster. I

can then send this out to my

activity staff who work direct

at the locations. They will

speak to the residents to see if

it’s a trip they would like to do”

Donna, Event Coordinator,

ExtraCare charitable trust

ADVERTORIAL

Fun facts about aquatic life

VOUCHER CODE: 12345

CAMPAIGN BUDGET

Activity Cost Reach CPT

Fishing the knowledge competition £26,000 -

U3A conference £10,000 -

Brochure £500 8,000 0.125

Advertorial £10,000 Refer to report for more

details

Total £46,500

CAMPAIGN SCHEDULEMarch April May June July August

U3A Conference

Fishing the Knowledge Competition

Advertorial

Brochure Distribution

MEASURE AND EVALUATION

6

720

£125

£90,000

1 : 1.93

Number of senior group visits per day on average across 13 locations of Sea LifeNumber of senior group visit after the campaign across 13 locations of Sea Life

Minimum revenue per group of 10 people

Sea Life’s revenue after the campaign

Campaign’s ROI

THANK YOU!FOR ACCOMPANYING US

THROUGH THE JOURNEY

Phone : 123-456-789

THANK YOU!FOR YOUR ATTENTIONLorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore

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