marketing strategy - edinburgh tourism action group · 2014-09-18 · marketing strategy...
TRANSCRIPT
©Festivals Edinburgh 2014
Marketing Strategy
©Festivals Edinburgh 2014
To Date: Digital
©Festivals Edinburgh 2014
To Date: PR
©Festivals Edinburgh 2014
To Date: Campaigns
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MarketingReview
©Festivals Edinburgh 2014
• FE is very well regarded by the majority of stakeholders [inc Festivals] who are highly appreciative of the work it does, with particular key strengths seen as:
Lobbying government and agencies to secure funding and resources
Building and managing excellent relationships with stakeholders
Creating strong support and advocacy for festivals
Representing festivals as ‘single voice’, both with gov’t/funders and with media/travel trade/tourism bodies
Providing a forum for festivals to come together, share learnings & collaborate
Stakeholders are also appreciative of the role played in leading & facilitating the joint festivals marketing working group (JFMWG)
Funders are very positive about the quality, effectiveness and value generated by the JFMWG
Research: Audience
©Festivals Edinburgh 2014
Communication from Edinburgh’s Festivals …..
Agree %
Is high quality 73%
Is informative 80%
Is relevant 75.1%
Is engaging 65.2%
Is easy to understand 75%
Research: Audience
©Festivals Edinburgh 2014
Website Agree %
Is easy to navigate 78.7%
Is a good guide to the festivals
84.3%
Makes festivals more accessible
72.4%
Makes it easy to buy tickets
64.2%
Makes me want to visit Edinburgh
70.8%
Research: Audience
©Festivals Edinburgh 2014
Edinburgh as a festival city…… ScotlandAgree
%
RUKAgree
%
ROW Agree
%
Brings world together in one place
62.4 70.4 62.7
Offers something foreveryone
83.9 80.7 73.1
Provides a creative buzz 85.8 82.2 80.3
Is an unforgettable experience
75.4 78.1 76.7
Is an enriching experience 79.7 80.4 80.1
Is welcoming 84.1 80.1 80.9
Is cultural & well informed 84.2 90.8 81.8
Is leading edge 64.4 64.4 62.4
Is passionate 69.6 70.1 69.3
Research: Audience
©Festivals Edinburgh 2014
Attended Festival in the last 2 years
Yes No Don’t Know
Edinburgh 57% 42% 1%
City Centre 82% 15% 3%
Craig/Dud 44% 55% 1%
Porto/Craig 56% 43% 1%
Libert/Gilm 54% 46% 0%
South central 63% 37% 0%
South West 53% 45% 3%
Pentlands 49% 51% 0%
Western Ed 71% 29% 0%
Almond 54% 44% 2%
Forth 37% 62% 1%
Inverleith 50% 49% 1%
Leith 68% 32% 1%
Research: Local Ownership
©Festivals Edinburgh 2014
Marketing
Strategy
©Festivals Edinburgh 2014
Strategic Statement
• Takes a balanced, clustered and consumer-centric approach which utilises the segmented MOSAIC audience and priority international markets, and which:
Strengthens the ‘Edinburgh Festival City’ brand
Empowers all 12 festivals to have an active role
Focuses on brand building rather than ticket selling
Delivers consistent and measurable metrics across clusters
Delivers a more manageable operating model
©Festivals Edinburgh 2014
Strategy Objectives
• New Strategic Objectives 2014-2018 Reinforce Edinburgh’s position as the world’s leading festival city
Introduce new consumers to the festivals
• New Strategic Principles 2014-2018 Act as a trusted guide to consumers
Focus on pan or multi festival opportunities and messages
Target consumers via travel & lifestyle media, not arts & culture
Target ‘existing’ festival markets, not ‘emerging’ markets
Facilitate dialogue, shared learning & collaboration between festivals
©Festivals Edinburgh 2014
Target SegmentsScotland % festival
audience% population # people
Urban Sophisticates 32% 6.3% 333,900
Upper Echelons 20% 6.1% 323,300
Families on the Move 10% 10.2% 540,600
Town Centre Singles 10% 9.4% 499,800
72% 32% 1,697,600
Rest of UK (RUK)
Liberal Opinions 24% 8.9% 4,984,000
Professional Rewards 14% 9.5% 5,320,000
Alpha Territories 12% 4.3% 2,408,000
Suburban Mind-sets 10% 13.2% 7,392,000
Small Town Diversity 7% 9.2% 5,152,000
Career & Kids 7% 5.3% 2,968,000
74% 50.4% 28, 224,000
©Festivals Edinburgh 2014
Target SegmentsPrinciple of targeting international locations changes from countries to cities based on following model:
©Festivals Edinburgh 2014
Operating Model
• Festivals Edinburgh
• International Festival
• Edinburgh Military Tattoo
• Edinburgh’s Hogmanay
• Edinburgh Festival Fringe
• Festivals Edinburgh
• Art Festival
• Book Festival
• Film Festival
• Jazz & Blues Festival
• Festivals Edinburgh
• Storytelling Festival
• Mela Festival
• Science Festival
• Imaginate Festival
Ex. UK Team RUK Team Scotland Team
We would propose to split the current JFMWG structure up to make it more focused, flexible and efficient
Steering Group
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Evaluation Metrics
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Next Steps
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Next Steps: PositioningBRAND POSITIONING
Opinion
Formers
Councillors
MSPs
MPs
MEPs
International
Governments
Corporate
Great & Good
UNESCO
World Leading
Corporate
Communications
Influential Stakeholders
CEC
Scot Gov
Creative Scotland
Scottish
Enterprise
EventScotland
British Council
VisitScotland
Festival Sector
BAFA
EFA & IFEA
Cultural Sector
Key Individual
Artists/Producers
ISPA
IFACCA
Networks
Festival Cities
MOSAIC
Scotland
UK
Air Route Cities
Europe
International
Festival City
Consumer
Marketing
Audience Mediators
Media
Television
Radio
Online
Travel Trade
©Festivals Edinburgh 2014
Next Steps: Website
©Festivals Edinburgh 2014
Next Steps: Brand Creative
©Festivals Edinburgh 2014
Any Questions?