Marketing strategy
Barnsdale Gardens
Create a marketing strategy for a multi-dimensional business
The challenge
Barnsdale Gardens has a strong heritage and a range of offerings, from the gardens themselves to a plant nursery, restaurant and shop. Revenue comes from multiple channels, but cross-selling was not maximised and multi-channel marketing was a missed opportunity.
The business needed to raise awareness locally, attract a new audience without alienating the core, communicate the full offering and grow the commercial opportunities. Throw in the impact of the English weather on an outdoor attraction and the challenge increases.
The solution
After research, we created a multi-channel marketing strategy which amplified the existing marketing activity, created new revenue streams and prepared the business for the future.
Activity included increasing loyalty through a membership scheme, driving new business through targeted social media and improving the communication around specific events through on and offline activity. Partnership marketing was introduced and opened up more commercial opportunities without damaging the brand and its heritage. Marketing was delivered across print, social media, email and the press.
The results
500% YOY increase in the membership scheme.
A healthy ROI on all marketing spend.
Increase in wedding enquiries.
Incremental revenue though partnership marketing.
Anna Forgaard
Marketing strategy, copywriting
Del Cruft
Design
Claire Hersant
Design
Barnsdale Gardens
Photography