Digital Marketing Strategies for Sea Life Melbourne

Running head: Report on the Digital Marketing of Sea Life Melbourne.
SEA LIFE MELBOURNE
Name of the Student
Name of the University
Author Note:

1Sea Life Melbourne
Executive Summary
Sea Life Melbourne Aquarium is an aquarium in central Melbourne in Australia
located on the banks of the Ybarra River. The main attraction of the spot is a Sea Life Centre
that is owned by the Merlin Entertainments. The industry provides the tourists to take a
journey of the Sea, enjoy, and interact with the animals. The firm is running since the last 16
years and has a wide social media presence. The aim of this report focuses on analyzing the
usage of Digital Marketing in the marketing framework of Sea Life Melbourne. The paper
will discuss on how digital strategies have helped the business of Sea Life Melbourne to
expand. The SWOT analysis of the firm will help to recognize its strength, weaknesses,
opportunities and threats backed by PESTLE analysis. The contribution of the social media in
the expansion of business will be discussed. Lastly, the report concludes by considering the
strategies that the firm had adopted to gain its market share and how effective the
implemented strategies were. The limitation of the strategies has also been discussed and
some recommendations provided to overcome these shortcomings.

2Sea Life Melbourne
Table of Contents
Buyer Persona:.......................................................................................................................3
SMART Objectives:...................................................................................................................6
Digital Marketing Strategies:.....................................................................................................9
Strategic Marketing Plan:.........................................................................................................10
Traditional Marketing Strategy:...........................................................................................14
Bibliography:............................................................................................................................16

3Sea Life Melbourne
Buyer Persona:
Sea Life Melbourne is popular amongst all the age groups for its amazing journey
through 12 outstanding spheres of discovery. It serves, as a home to many aquatic animals
that include one of world’s largest saltwater crocodile species, Gentoo penguins and
Antarctic king. The thrilling experience of the tour of the in depth sea attracts the customers
and it has successfully emerged as a firm that provides entertaining services. The firm
provides educational environment by helping students to encounter with the interactive
animals and the regular presentations. The spot is a famous tourist destination and is an
ambassador for the Australian aquatic world. Sea Life Melbourne Aquarium launched an
App in the year 2016 and the application was available on Apple store and Google play. The
firm was the first to develop interactive iBeacon technology in this field and this enabled the
visitors to install the app on Bluetooth devices helping them to access the information related
to the animals. The app further facilitates the visitors to personalize their visit by saving
special moments and sharing the content by the medium of social media apps. The
application aids the visitors to plan their visit.
Element Content
Who
The ideal customers of Sea Life Melbourne are the parents who bring
their children to visit the aquarium in the weekends and include the aged
persons who like to spend quality time in the aquarium premises
exploring the world of animals.
What The primary goal of the firm is to entertain the visitors with more and
more innovations and advanced applications and the secondary goal of the
firm is to make it a point to club entertainment and knowledge that is