Digital Marketing Strategy for Verdant Leisure

A
MARKETING PLAN PREPARED
FOR VERDENT LEISURE
BY
VICTOR CHRISTIANA
(18431888)
SUBMITTED TO
UNIVERSITY OF NORTHAMPTON

EXECUTIVE SUMMARY
The main aim of this report is to develop the digital marketing strategy for Verdant Leisure. This
report evaluated situation analysis by using SWOT analysis. It is evaluated that Verdant Leisure
can target the people between the age group of 21- 60 years. It is also found that Verdant Leisure
can use unique selling proposition by offering outstanding customer service, on- site facilities
and excellent holiday accommodation. It is determined that Verdant Leisure can use marketing
mix strategy by focusing on product, price, place and promotion. Verdant Leisure uses Digital
and Tactical Strategies such as Content Strategy, Search Engine Optimization, Social Media,
Mobile Friendly Website and Application and Personalization.

TABLE OF CONTENTS
Executive summary 1
Introduction 3
Background of the Organization 3
Situational Analysis 3
SWOT Analysis 4
Establishing Objectives 5
Strategy Definition 6
Segmentation of the Target Audience 6
Marketing Mix 7
Digital and Tactical Strategies 8
Content Strategy 8
Search Engine Optimization 8
Social Media 8
Mobile Friendly Website and Application 9
Personalization 9
Measuring Results 9
Conclusion 10
References 11

INTRODUCTION
Digital marketing can be defined as the marketing of the products, services, organization or
business with the help of online channels. Digital marketing is often referred to as online
marketing. It includes social media marketing, email marketing, search engine optimization,
content marketing and paid advertising. With the passage of time, the prevalence and the
efficiency of the digital marketing techniques have increased to a great extent. The most
important elements of digital marketing is its content as it has the capability of attracting new
customers, increasing loyalty and keeping existing customers engaged (Karjaluoto,Mustonen and
Ulkuniemi, 2015).
The focus of this assignment is on Verdant Leisure which is an award winning holiday park. The
assignment aims at creating a digital marketing plan for the organization.
Verdant Leisure is an award winning holiday park in United Kingdom. The holiday parks of
Verdant Leisure are situated across Northumberland, Scotland and Country Durham.This holiday
park provides outstanding customer service, on- site facilities, excellent holiday accommodation
along with a range of holiday homes for sale.Perfect environment is provided to the customers

and their families by Verdant Leisure for spending precious time together such that memories
can be created that lasts for a lifetime. Wide range of holiday options are offered to the
customers by Verdant Leisure that are suitable for all budgets. A number of awards are also
linked to this organization. Also, the holiday parks of Verdant Leisure are surrounded by natural
beauty i.e. from amazing seascapes and National Parks such that the wonder of the natural
environment can be found right at the doorsteps. This is also one of the reasons which have led
the organization to get committed with to promoting and improving sustainable tourism along
with the protection of the natural environment (Verdant Leisure, 2019)
SITUATIONAL ANALYSIS
Situational analysis is used for the purpose of analyzing the internal and external capabilities in
order to understand the capabilities of the organization along with the customers and the business
environment. The situational analysis of Verdant Leisure is undertaken with the help of
analyzing its strengths, weaknesses, opportunities and threats (SWOT Analysis).
SWOT ANALYSIS
Following are the strengths, weaknesses, opportunities and threats of Verdant Leisure: