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The Green Connection Marketing Plan 2011

The Green Connection Marketing Plan 2011. March 29, 2011. agenda. All marketing activities should support the Green Connection (GC) Mission. The Green Connection Mission. To inspire and promote conservation and appreciation for Saba’s habitat and wildlife How we do this?

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The Green Connection Marketing Plan 2011

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  1. The Green Connection Marketing Plan 2011 March 29, 2011

  2. agenda

  3. All marketing activities should support the Green Connection (GC) Mission The Green Connection Mission To inspire and promote conservation and appreciation for Saba’s habitat and wildlife How we do this? • By inviting local schools to come and learn about their environment, guided by our resident naturalists. • By providing locals and tourists with the opportunity to experience Sabah’s wildlife and habitats, right in the heart of KK. • By respecting the animals and keeping them in conditions as close to their natural habitats as is possible. How do we fund this? • We feed the animals, pay our staff, and pay our bills with your ticket price. We receive NO outside funding. Thank you for visiting and making this valuable contribution to environmental education

  4. Who we are? Our People A friendly team of naturalists, with a combined 100 years of environmental experience, who are enthusiastic about teaching others about Sabah’s wildlife and habitat Our Facility A welcoming & fun attraction with over 700 cubic meters of water for visitors to see and interact with 100’s of Sabah’s wildlife species A fun hands-on place to play and learn more about science How we portray this to our visitors? Stay informed and involved in local environmental issues Deliver informative information to visitors during feeding times and stick around for questions Answer questions proactively from visitors Provide guided tours in various languages Smile, say hello, and make all visitors feel welcome Offer to take visitors’ photos Be on-time Create a team environment Be proud to work at Green Connection Display a variety of Sabah’s wildlife species – from fresh water to salt water and land Provide a world class viewing window to see and learn about Saba’s sea life Offer a variety of ways to interact with the wildlife – viewing tanks, touch pools, snake area, shows Offer fun and interesting games for children of all ages to experiment with science Keep a clean facility & offer refreshments The Brand – Green Connection The Green Connection brand is powered by it’s experienced people and unique facility which offer visitors a fun way to learn about Sabah’s wildlife

  5. Green Connection SWOT Analysis GC can capitalize on it’s strengths of offering a hands-on nature & science learning experience in the city to drive local demand and overcome weaknesses & threats

  6. Competitive Analysis GC’s competitive differentiation is it’s fun learning experience, variety of wildlife, and central location

  7. Target Markets – A 360* perspective on the customer Based on GC’s strengths and competitive differentiation, the primary target market are local school children with tourists and companies as secondary

  8. Value Proposition by Target Market The Green Connection has a unique value proposition for each target group • We offer a fun & welcoming attraction with experienced naturalists to help you learn more about Sabah’s nature and science right here in the center of Kota Kinabalu. • Interact with a wide variety of Sabah’s wildlife • Experienced naturalists with combined 100 years of experience • Hands-on science discovery center with a variety of science games Local School Children • We offer an easy to access attraction with experienced naturalists to help you learn more about a variety of Sabah’s wildlife that you might miss in the wild. • Guided & Self-guided tours in various languages • 6 of the top 10 eco-treasures of Borneo can be seen here. Tourists • We offer opportunities to invest in environmental causes to help make Sabah a better place while helping to increase your brand recognition. • Combined experience of 100 years in conserving the planet • Proven track record of successful conservation projects partnering with local organizations Companies

  9. To drive awareness & demand with the target markets, we recommend executing a few marketing tactics really well – rather than many not so well • Local School Children • Tactic #1: Educational articles in the local newspaper: Educate local parents on environmental issues and invite them and their families to GC to learn more • Tactic # 2: School Assembly Education Sessions: Educate school children on environmental issues and invite them to GC to learn more • Tourists: • Tactic #3: Relationship based marketing with hotels: Build relationships with key hotel staff to encourage them to send tourists to GC • Companies: • Tactic #4: Relationship based marketing with local companies: Acquire sponsors for special projects (i.e.: turtle satellite program) As you add additional tactics, ensure to keep in mind your mission and value proposition to the target market

  10. Local School Children – Marketing tactics to help drive awareness Tactic #1: Educational Articles in local newspapers • Objective: Educate local parents on environmental issues and invite them and their families to the Green Connection to learn more • Team: Scott (lead), Girl, Will KK, Will UK, Eric, Hazel • Reviewer 1: Scott • Approver: Steve • Local publication: Saba Times - NSTSTRINGERS@hotmail.com Daily Express Project Plan:

  11. Local School Children – Marketing tactics to help drive demand Tactic #2: School Assembly Education Sessions • Objective: Educate school children on environmental issues and invite them to the Green Connection to learn more • Team: Eric (lead), Cindy, Sue • Pre-Work (Eric to complete): • Select Target Schools • Phase 1: Primary Schools with >250 students that have not visited GC • Phase 2: Primary Schools with between 100-250 students that have not visited GC • Phase 3: Primary Schools with >250 students that have visited GC • Phase 4: Primary Schools with between 100-250 students that have visited GC • Create “leave behind” package: • Letter to principal/teacher about GC and this program • price list for schools to visit GC • Flyers for children

  12. Tactic #2 – School Assemblies Project Plan - Phase 1 Total students = 9,623

  13. Tourists – Marketing tactics to help drive demand Tactic #3: Relationship based marketing with Hotels • Objective: Build relationships with key hotel staff to encourage them to send tourists to GC • Lead: Will UK • Pre-Work: • Select target hotels: Large hotels where independent travelers and families typically stay • Create “leave behind” package: • Business card with your contact info • Flyers • Free pass for concierge/hotel front desk with expiration date & marketing code • Video on laptop or CD (optional) • First Visit • Inform front desk of GC, invite for free visit, and start building relationship, build key contacts, exchange cards • Follow Visit • Did you go? What do you think? Please invite your hotel guests Project Plan:

  14. Criteria for hotels in target list • Tourist information office pointed out some hotels as family/ independant traveler hotels (yellow) • We visited hotels verifying the input from above • Index at Trip advisor • Number of rooms * out of 79

  15. Companies to sponsor special projectsIt’s not about raising money, it’s about raising friends Tactic #4: Relationship based marketing with potential sponsor companies • Objective: Build relationships with local companies to sponsor special projects (i.e.: turtle program) • Criteria for company target list: • Environmentally conscious company that shares the vision of GC • Community oriented company • Needed awareness of their brand • Need for tax savings • VIP Tour & Breakfast at the Green Connection for target companies • Invite Target buyer = Corporate Responsibility / Marketing • Printed hand delivered invitation with RSVP required • Agenda for meeting (before opening hours: • Intro to Green Connection brand in the Café Area during breakfast • Guest speaker discussing successful sponsorship project with GC • Presentation Overview of project for sponsorship in tank room • Q&A • Guided Tour of the Green Connection with expert marine biologist (optional) • Establish follow-up meetings with key executives in target companies • Stay active in local organizations to build relationships – Rotary, Sabah Society, JCI Note: VIP Tour & Breakfast can be replicated for other audiences (i.e. hotel staff)

  16. Companies to sponsor special projects (continued)It’s not about raising money, it’s about raising friends • Proposal package recommendations: • Introduction of Green Connection Brand, Vision, and Business Case • In-depth overview of the sponsorship project: • What are we trying to accomplish and why is it important? • What is required by the sponsor? • Why should the sponsor take on this opportunity? • Sponsor contract with expectations on what will be delivered • Process for communication & follow-up • Dedicated GC project manager/contact person for each project

  17. What do we think the outcome will be of the marketing tactics? Italic indicates assumptions

  18. From paper to action, requires good project management Scope • Project Management is all about leading a project team towards the project objectives & successful project completion as agreed upon with management (or sponsors) • It is important to avoid trouble/issues rather than managing them Quality Risk Project success & Client satisfaction Cost Time People

  19. Project phases • Define and plan the project • Why do the Project? • What is the objective? • How to get there? • How much has to be achieved? • What is the deadline? • Which constraints have to be considered? • Who is responsible for what? • Initiate • Assign resources • Conduct a startup meeting and get agreement of the plan • Identify risks (probability and impact – high, medium, low) • Execute and follow-up • Follow-up regularly and communicate (ahead/on time/behind schedule? Financials? Scope?) • Set-up extra meetings if needed to resolve issues • Track changes • Close and celebrate • Summarize and take notes about things you did well and things you can improve • Celebrate!

  20. In conclusion… • All activities should align to your mission • Ensure you’re living by the Green Connection brand • Execute a few marketing tactics really well, rather than a lot not so well • Focus on your primary target market and communicate your unique value proposition to each group • Manage each project to successful completion • Be proud of the Green Connection and work as a team • Have fun!

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