George Dowland- 14046691 Joe Woolley – 14008041 Dave Mullan – 14026814 John Moretta - 14041310

• TripAdvisor Travelers choice awards 2015 ranked THE DEEP as the 17th best aquarium in Europe

• Situated in Hull on the Bank of the River HumberHome to 3,500 fish.

Highlights include;

• A stunning pair of Green sawfish• Sharks• Stingrays• A colony of Gentoo penguins• Spider Crabs

Tank Diving

70% of creatures give off

bioluminescence

The Twilight Zone

200 – 1000m

bellow sea level

environment

Dark and mysteriou

s

PEST/SWOT SLIDE P Zoo licensing Act, Health and Safety

E Seasonal Industry, Profile of Catchment

S 30,000 pupils visit, social events.

T Interactive screens, Online Tickers

S O

W

TUnique, Not much local competition

Hull, Demographics of region Twilight Zone,

City of Culture 2017

Local Attractions, Sea Life

PORTER’S 5 FORCESExpensive, Low Market Share

Local Attractions, Cheaper Alternatives

Best in England,Manchester/Scarborough Sea Lifes

Wide range for parts, Decline in marine life

Alternatives,Uniqueness of The Deep

TARGET AUDIENCE?

Primary school Trips

University Research projects

Young Families

Who are We Targeting?

PRIMARY SCHOOL GROUPS• School Travel Organiser Magazine

• 71 Primary Schools in Hull

• Appeal to Teachers as well

UNIVERSITY• 23 Universities offering Marine Biology

• Students most popular platform: Social Media

YOUNG FAMILIES• ITV Most watched channel by young

families after BBC

• Offer regional broadcasting options

• Most suitable channel to reach target

• Local Paper

COMPETITORS (RADIUS)

140 Miles

COMPETITION

• National Marine aquarium rated better, in Scotland.

• Sea Life’s in Scarborough and Manchester.

NATIONAL

LOCAL• Attractions such as Cinemas, Family Activities.

• East Park, Seven Seas Trail.

THE KEY MESSAGE

• Appeal to University students. Create a better link.

• Uniqueness of The Deep as world’s only submarium.

• Communication channels for different groups.

• Win regional battle by attracting more locals.

REFERENCES• N/A. (2015). Families and Households, 2015. Available: http://www.ons.gov.uk/ons/rel/family-demography/families-and-

households/2015/stb-families-and-households.html. Last accessed Jan 15th 2015. {Families and Households, 2015}• Hawkins. (2011). 5 ways to market to parents of young children. Available: http://quickbooks.intuit.com/r/marketing/5-

ways-to-market-to-parents-of-young-children. Last accessed Jan 15th 2015. {Hawkins, 2011}• N/A. (2015). Undergraduate Courses. Available: http://www.marinebiology.co.uk/marine-biology-education-in-the-uk/

education. Last accessed 17 Jan 2015. {Marine Biology, 2015}• Felim McGrath. (2015). Know the Students. Available: http://www.warc.com/Content/ContentViewer.aspx?

MasterContentRef=7af0d97b-5129-4637-aead-6eadeb0e2ec1&q=social+media+students&CID=A106154&PUB=ADMAP. Last accessed 17 Jan 2015. {McGrath, 2015}

• N/A. (2014). PSB Annual Report 2014. Available: http://stakeholders.ofcom.org.uk/binaries/broadcast/reviews-investigations/psb-review/psb3/PSB_Annual_Report_2014.pdf. Last accessed 17 Jan 2015. {Ofcom, 2014}

• N/A. (2015). Primary Schools. Available: http://www.hullcc.gov.uk/portal/page?_pageid=221,107923&_dad=portal&_schema=PORTAL. Last accessed Jan 15th. {Primary Schools, 2015}

• N/A. (2015). N/A. Available: https://www.thedeep.co.uk/. Last accessed 14th Jan 2015. {The Deep, 2015}• N/A. (2015). Visitor Attractions. Available: http://academic.mintel.com.ezproxy.mmu.ac.uk/display/757563/?

highlight#hit1. Last accessed 17 Jan 2015.{Visitor Attractions, 2015}• N/A. (2015). Why ITV?. Available: https://www.itvmedia.co.uk/why-itv. Last accessed 17 Jan 2015. {Why ITV?, 2015}