yha customer journey
DESCRIPTION
A case study of a project carried out for YHA to enhance their customer journey experienceTRANSCRIPT
Yha case study – Customer journey YHA Customer journey case study
Hi, at Magnify Marketing we think it’s good to share.
We have years of experience in the hospitality and leisure industry and have overcome many pitfalls along the way.
As industry experts we want to share our learning with you.
We hope you find this and our other case studies of interest and welcome your feedback.
Thanks for reading
Paul Paul Filler Managing Director
Magnify Marketing
Magnify Marketing Ltd 23 Kimberley Court Tel 0207 625 7328 Kimberley Road Email [email protected] London Web www.magnifymarketing.co.uk NW6 7SL FB www.facebook.com/MagnifyMarketing
YHA has over 100 venues offering budget
accommodation in some of the most
stunning locations throughout England &
Wales.
The challenge for the organisation is to
present a uniform, branded venue when
every venue is architecturally different.
Many of the venues are even listed, placing
restrictions on the usual approach to
branding and point-of-sale
YHA Bristol
YHA Bath
A challenging task
Magnify reviewed a cross-section of YHA venues
around the country and proposed that, to
increase customer awareness of the YHA offering, they would need to adopt a focus on a
few key messages repeated with increased
frequency and displayed impactfully but in
accordance with the location and style of
building.
• The windows became a message vehicle using a special material which can only be
seen from one side so the clarity of the view is
not compromised.
• External marketing boards were used with
footfall driving messages.
• Flexible pos was wraps were used around
posts and even otherwise boring white goods
took on a whole new lease of life with
adhesive posters.
• Screens were introduced internally to convey
targeted day part messages.
• Flyers. door hangers, free standing pop ups
and floor standing light boxes completed the
mix.
This communication mix of a few key messages
has created a dramatic impact in awareness and sales
Magnify’s Approach
CONTRAVISION ADDED TO WINDOWS, BLACKBOARDS
REBRANDED AND NEW A-BOARDS INTRODUCED
BEFORE
AFTER
BEFORE
INNOVATIVE USE OF SPACE – LARGE PILLAR WRAPS FEATURING KEY MESSAGES SUITED TO THE ENVIRONMENT
RECEPTION DE-CLUTTERED AND BOARDS REPLACED WITH CLEAR MESSAGING
BEFORE
AFTER
Reception decluttered and focus put onto key messagies and size improvements
BEFORE
AFTER
Even the fridge
didn’t escape – an
important
message delivered
in a humorous way
BEFORE
AFTER
Consistent
messages
on existing
A-board
and new
illuminated
double-
sided
poster
display unit
BEFORE
AFTER
ENTRANCE MESSAGING ADDED – USE OF BOLLARD WITH TRIANGLE
AFTER
AFTER
BEFORE
FULL IMPACT EXTERNAL WINDOW CREATIVE
BEFORE
AFTER
CLEAR SIGNPOSTING IN THE FOOD AREA
AFTER
BEFORE
Magnify Marketing are a customer
communications company that
specialises in the leisure and hospitality
industry. Working with large national
chains as well as leading independents
we offer a consultative service that will
deliver great results for you
Magnify Marketing are a customer communications
company that specialises in the leisure and
hospitality industry. Working with large national
chains as well as leading independents, we offer a
consultative service that will deliver great results for you
www.magnifymarketing.co.uk