Marketing Case Study / Westonbirt Arboretum
10-Year Strategy Document
| Client | Westonbirt Arboretum |
|---|---|
| Objective | Prepare a marketing strategy document in-line with 10-year plan. |
| Quick Facts |
|
As one The Forestry Commission’s flagship destinations, Westonbirt Arboretum was identified as the organisation’s key communicator in a 10-year plan to raise general awareness and gain public engagement with the commission’s work.
The Arboretum’s marketing team was asked to contribute a long, medium, and immediate quick wins document, as part a wider planning initiative to map out what was achievable in terms of supporting three stated strategic objectives. As part of this, the team needed to be mindful of the potentially competitive objectives of Westonbirt Arboretum as a tree collection of special interest, a tourist attraction, an educator and as a community asset.
Clear Thought worked with the marketing team to workshop the following:
- Marketing objectives to support the overall strategic objectives.
- A priorities map to help understand and prioritise competing and complementary objectives.
- An audience, influencer and stakeholder map, overlaid onto these priorities.
- For each audience, a proposed key message, desired outcome and key metric.
Having established a framework to aid discussion, a set of activities were brainstormed and reviewed against their potential contribution to the proposed marketing objectives – and the audience to whom they were relevant. From this process, we were able to suggest a set of interlinked flagship campaigns and business-as-usual activity – with appropriate metrics to gauge success against the stated objectives. A suggested team and budget to deliver these activities was also outlined.
The aim of this activity was to set out a highly ambitious plan built up from a blank sheet of paper. This was presented in the form of a Strategic Marketing Plan with an executive summary. Having outlined the ideal, the next step will be to apply the realistic constraints of budgets, resource, etc. to allow the Westonbirt team to put the thinking into action.
“Providing input into The Forestry Commission’s 10-year plan was definitely outside my normal day job, and it was great to have the structure provided by Clear Thought to help us to organise our ideas and put together a compelling set of suggestions. I hope that we will be able to break this down into bite-sized chunks through next year, to deliver key elements of the ambitious plan put together.” Kellie Lovett, Marketing Manager, Westonbirt Arboretum.
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