MKT525 Report: Digital Marketing of Sea Life Melbourne Aquarium

This report offers a comprehensive analysis of Sea Life Melbourne's digital marketing efforts. It begins with an executive summary outlining the aquarium's background, its digital presence, and the report's objectives. The report then delves into the creation of a buyer persona, detailing the ideal customer's characteristics, goals, and online behavior. A SMART objectives section is included to evaluate and improve digital marketing strategies. The report conducts a SWOT and PESTLE analysis to identify the strengths, weaknesses, opportunities, and threats, as well as the political, economic, social, technological, legal, and environmental factors impacting the business. It discusses digital marketing strategies, including the role of social media. It also includes a traditional marketing strategy. Finally, the report concludes by assessing the effectiveness of implemented strategies, identifying limitations, and providing recommendations for improvement. The report uses information about buyer personas and the application of digital marketing strategies in the context of Sea Life Melbourne Aquarium.

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

4Sea Life Melbourne
Element Content
those visitors who want to explore the sea life creatures will not be
disappointed.
Where
The Sea Life Melbourne has wide media coverage and the customers visit
the online pages of Facebook and Instagram. The visitors spend their
maximum time with the penguins and under water adventures.
Content
The preferable content of the buyer persona includes the range of
customers and their favourite spots in the aquarium premises. The
weekend special offers and discounts for the regular customers.
Channels
Sea Life Melbourne has a popular media presence and is active on social
media sites such as Facebook and Instagram.
Trust touch
points
The youth are active on social media sites and the firm can gain the trust
of their customers by regularly updating the innovations being done in the
aquarium premises and keeping them well informed about the upcoming
events.
Pain
touchpoints
At present kids have access to their parents’ social networking sites and
the aquarium page fascinates them and thus they spend a lot of time
reading about the newly added events. This could affect the brand value
as parents would stop visiting the page or unfollow it.
Customer,
consumer or
influencer
Customer reviews are a measure of the potential of the buyer persona.
Visitors are satisfied with the concept of the combination of collecting
facts about sea animals and at the same time getting entertained by the

5Sea Life Melbourne
Element Content
interactive animals.
‘They say’
“Lots of attractions. KIDS LOVED IT Great layout and easy to walk
through with the little ones. I saw so many fish, stingrays and seahorses
I'd never seen before. This was a much needed nice break from the
sunshine on our visit. Free pram parking was convenient as well. Sharks
were popular that day so we purchased one for her at the gift shop and it
was suitably priced. They do a good job of keeping people moving at a
reasonable pace. Very engaging exhibits and activities as well. Cool to
see King Penguins and an absolute beast of a saltwater crocodile
(www.melbourneaquarium.com.au, 2019).”
‘We say’
“Thank you for your positive feedback. We love to hear that you took
advantage of everything we have to explore here and that you got to see
one of our animal feeding times. Be sure to follow us on social media to”
keep updated with new exhibits and activities that you would enjoy.
Thank you!
Best fishes,
SEA LIFE Melbourne.”
Keywords
media presence, frequent innovations, mixture of knowledge and
entertainment.

6Sea Life Melbourne
SMART Objectives:
In this sections it holds an effective elaboration about the SMART objectives present
in the Digital Marketing Strategy of the Sea Life Melbourne based on the findings of the
SWOT and PESTLE analysis. SMART objective holds 5 important aspects related to the
business success of the mentioned organization. The letter S present in the SMART objective
stands to represent the term Specific, M stands for Measurable, A represents Attainable, R
represents the Relevant as well as the T stands to the time based goals. A detail elaboration of
the SMART goals of Digital Marketing from the findings of the SWOT analysis of the Sea
Life Melbourne list listed below:
Specific- While preparing SMART objectives for the betterment of the Digital marketing of
the Sea life Melbourne it is highly essential to make it more specific as the specific objectives
are easy to understand as well as can be achieved effectively. Thus, followed by this aspect
along with the findings of the SWOT analysis on the digital marketing of the Sea Life
Melbourne it can be stated that it is highly essential to incorporate an effective Digital
marketing team. A team must include the experts with high technical knowledge as well as it
also requires to modify the web site of the organization by making it more informative as
well as they digital marketing must effectively utilize the social media platform by enabling
an effective communication process which will help the customers to clear their doubts
online. Along with that it is highly essential to hire employ in order to deal with the fake and
irrelevant feedbacks addressing their view point related to organization. Followed by the
above mentioned aspects the organization must utilize the features of youtube as well as the
features to other social media site in order to provide video advertisements.

7Sea Life Melbourne
Measurable- In order to develop the above mentioned services of the organization Sea Life
Melbourne it is essential measure the actions and reactions of the objectives in order to
monitor the growth and the impact of the specific goals. Thus, it can be stated that it is
important to collect the feedbacks from the users in order to identify that whether the
approached process is enhancing the business services or not.
Attainable- Considering the business objectives it can be stated that the managers of the
organization must hire expert on the operation of digital marketing in order to achieve the
desire goal of the business which has been determined from the current scenario of the digital
marketing’s of Sea Life Melbourne by which it has been noticed that the objectives of the Sea
life organization can be effectively met.
Relevant- Along with the above aspects it can be stated that the incorporation of the
approached digital marketing medium it will be effectively invoke the success of the business
structure of Sea Life Melbourne.
Time Based Goals- Followed by the above aspects the time based objective is to implement
the strategies within 6months in order to maximize the profit from the business service by
incorporating effective digital marketing strategy in the business structure of Sea Life
Melbourne.
The SMART objectives determined from the PESTLE analysis of the Digital marketing
strategies of Sea Life Melbourne is described below:
Specific- According to the findings of the PESTLE analysis it has been noticed that it is
highly essential to maintain all the government rules as well as the implementation of
advance technology is also essential. Thus, it can be stated that the specific objective of this
organization is to effectively manage all the government rule by incorporating advance

8Sea Life Melbourne
technologies for effective data analysis as well as to provide user friendly interface to the
users which has a significant impact on the business services of Sea life Melbourne.
Measureable- Along with incorporating the advance technologies as well as the excellent
supervision the organization has stated that in order to attract the customers towards the
services of Sea Life Melbourne it is essential to showcase the customer experiences as well as
the list of prises of all the popular services which will surely help the marketing team of the
organization. In order to measure the performance of the approached strategy it is essential to
gather the feedback as well as the reviews from the existing user.
Attainable- Followed by the above aspect it is highly important to appoint employs with
expert skills of the analysing the market values as well as the hired employ must holds an
effective analysis skill by which it can effectively analyse and determine the customer
feedback to determine the most preferable solution to address the problems which has been
raised by the customers. Thus, by the approached strategy it can be stated that the objective of
the organization Sea Life Melbourne will be effectively addressed.
Relevant- Along with the above aspects it can be stated that the incorporation of the
approached digital marketing medium it will be effectively invoke the success of the business
structure of Sea Life Melbourne as the approached strategy has stated that organization must
incorporate effective systems or technologies which will provide more informative content in
the web application of the organization Sea Life Melbourne which has a significant influence
towards the enhancement of the Digital Marketing strategy of the aquarium company.
Time based- Considering all the above aspects and the objectives to enhance the marketing
strategy of the Sea Life Melbourne. From the analysis the SMART objective related to the
time is to complete the entire recruitment process as well as modification on the digital
strategy of Sea life Melbourne must be completed within 6months, as this will help the

9Sea Life Melbourne
service provided to launch their services and application to the market before any
replacement may take place.
Digital Marketing Strategies:
After successfully analysing the marketing strategies of the Sea life Melbourne it has
been noticed that there are several significant limitations present in the marketing of the
mentioned organization who has fundamentally focused on the aquarium services. From the
findings of the SWOT as well as the PESTLE analysis the most significant limitation has
been identified which includes the less effective data analysis technologies which has a major
impact on the business of Sea life Melbourne. Along with that several limitations related to
the fake reviews and irrelevant feedback are also hard to avoid. Thus, considering the above
mentioned aspects it is highly essential to implement such Digital Marketing strategy which
can effectively mitigate all the determined limitations in order to enhance the business
services of the organization Sea Life Melbourne. In order to effectively incorporate the
advance digital marketing strategy in the business structure of Sea Life Melbourne the
organization needs to introduce a digital marketing statement stated that there fundamental
objective behind this approach is to grow the business by utilizing the digital platforms. The
Digital Marketing of the Sea Life Melbourne has targeted most of the population is the kids
who has been targeted for the enhancement of the business growth of the targeted
organization. Along with that there is a significant reason behind this is to incorporate
mobility in the business delivery result. Followed by this the significant reason behind the
growth of Digital Marketing is that a significant growth has been noticed in the digital
technologies by which the customer information can be effectively analysed which will help
the organization to provide more customized services to the targeted customers. Followed by

10Sea Life Melbourne
the above mentioned digital marketing statement of Sea Life Melbourne, a detail elaboration
of the 8’c strategy has been mentioned in the below section in order to provide an effective
solution to mitigate the identified problems to enhance the business services.
Strategic Marketing Plan:
Strategic marketing plan is very much important for every organization as this drives
the organization towards its success. Marketing strategies are important in the sense as this
helps the organizations to utilize the skills of the employees and the stakeholder of the
organization. The strategic marketing plan also helps the organization in the development of
creative sales approach and for developing a better services for the customers. In a broader
way the strategic marketing plan also helps the organizations for understanding their clients
in much more better way. Financial goals also can be developed by using the utilising the
strategic marketing plan.
In this aspect strategic marketing plan will be developed for the Sea Life Melbourne
organization which is an aquarium company based in Australia. From the previous
assessment it has been identified that currently this organization is having several of threats
that are related with their marketing strategies. This threats must be mitigated proactively by
the organization for a sustainable marketing. It has been assessed that one of the most
important threats in this sector is the improper utilization of the social media for the
advertising purposes. In this aspect this problem must be mitigated for success of the Sea Life
Melbourne.
8 C’s strategic development guidelines can be utilised here development of a proper
and a comprehensive strategic marketing plan. As Sea Life Melbourne does not have a proper
advertising in the social media segment, this area need to be improved. Following the 8 C’s
strategy for a proper social media marketing strategy categorization is very much important.

11Sea Life Melbourne
In this case categorization will be done of the social media platforms on which this
advertisements will be done. For a better results most popular social media platforms need to
be utilised in this case. The second step in this aspect is comprehend. In this stage the
organization need to utilise most rich option for their selected social media platforms so that
it will be able to attract most of the peoples. Converse is the next step in this segment. Posting
advertisement is not the only solution for businesses. With that this advertisement also need
to be handled in a proper way. While this advertisement is posted on online many users may
have queries regarding the advertisement. In such of the cases the businesses need to take
proper follow-up of this queries for a better business opportunities. Collaborate is the next
step of the 8 C’s. The businesses need to be collaborative with the consumers for a better
results. Through this brand loyalty can be created among the consumers which is a very
important factor for the organizations. After the collaborate factor contribute is also an
important aspects of the 8 C which helps in the business processes. Here contribution refers
to making contribution to the community. Through contributing to the community
organizations can build a reputation which is very much important for marketing campaign.
The next step and the sixth step of the 8 C is connect. Connect refers to connecting with the
customers through which an outstanding customer service can be provided which is
extremely important for the successful business campaigns. Building community is also
important for the businesses which is the next step of the 8 C. Creating a community on the
social media platform will make the customers and the investors more engaged with the
organization and through this feedback can also be taken from this customers and investors
for a better business procedures. More sales also can be generated through building the
community. The last step of the 8 C’s is the convert. Convert is the way of translating the
strategies into results for the businesses. Goal oriented approach need to be taken in this step

12Sea Life Melbourne
which can be mouth to mouth recommendations, improving customer satisfaction or it can be
achieved by boosting the ranking in search engine.
These are the main important aspects of the advertising through the social media
platforms which is actually part of digital standalone strategies for the Sea Life Melbourne
organization. With this the other two digital standalone strategies for the Sea Life Melbourne
are creating their own digital media and creating a blog. The Sea Life Melbourne can create
their own digital content for their online campaign. Here the own digital media basically
refers to creation of a new website. The Sea Life Melbourne can create a new website of them
which can be utilised for the businesses purposes. Through this website the Sea Life
Melbourne can aware the customers about their organizations. Businesses related operations
can be performed through this website as various of information about the organization will
be stored within this website. The important services offered by the Sea Life Melbourne and
the prices of those services will be enlisted within the website this will make the organization
more open to the consumers which will increase the rate of the sales through the digital
campaign.
Blogging is another digital solution for the Sea Life Melbourne organization which
will make the success path smooth for this organization. The blogging has a potential power
of attracting many of the customers. As the Sea Life Melbourne organization is related with
the aquarium related solution which is used as a fish showcase, blogging on various types of
fish can be helpful in this case. The Sea Life Melbourne needs to hire a good write who can
write good blogs about the attracting fishes, mainly the sea fishes. It will potentially attract
the consumers who are interested in this type of fishes and aquariums. Thus the blogging
strategy will help the Sea Life Melbourne to identify its potential customers and can approach
them about several of products and services of them. The written blogs can also have a
referring section which will take the attention of customers towards Sea Life Melbourne. In

13Sea Life Melbourne
this way by utilising the blogs Sea Life Melbourne will be able to gain a perfect success in
digital marketing strategies. In the following framework betterment of the digital platform is
described more briefly.
Objective Strategy Selection Justification
1 Advertisement
Through Social
Media
Categorization:
Categorization will be done
for the social media on
which platforms
advertisement will be
displayed.
Categorisation is selected as this very
much important to know which
platform are mostly used by the
consumer. Providing ads in improper
social media make no sense and due
to this categorization has been
selected in this case.
2 Creating own
digital media
Converse: Converse will be
done for knowing the
interests of the customers.
As organizational website is created
for a better marketing converse
becomes an important strategy in this
case. Converse is selected as in the
on-line environment there can be
various of queries of the customers.
Each of these queries need to be
addressed properly and for that
converse strategy is selected which
will help to solve this queries.
3 Creating Digital
Blog
Community: Community
will be created for the
customers who are
interested in the aquarium
related products and
services.
Creating the communities has been
selected in this case as it will help to
engage the potential customers and
the investors with the organization
and for that blogging is the best way.
Creating community will also attract
many other customers to this
blogging system.
4 Getting
feedback from the
customers
Connect: Connection will be
established with the
customers in more
Connection has been selected in this
case as this helps the organization to
establish better relation with the

14Sea Life Melbourne
comprehensive way. customers. Through this actually
feedback from the customers can be
gathered easily which can be utilised
for a betterment of the digital
platform.
Traditional Marketing Strategy:
With this type of digital marketing strategies traditional type of marketing strategies
are also important in this aspect for the success of Sea Life Melbourne. The most appropriate
traditional type of marketing strategy in this case is the billboard strategy. This is one of the
oldest strategy of marketing which is still one of the most important marketing strategy in
present time. The Sea Life Melbourne can utilise these billboards where it cannot approach
directly. Billboards very much useful for covering a specific area for creating awareness
among the people about the organization. Through this billboard approach the Sea Life
Melbourne can also aware the peoples about their organization who are completely detached
from the online platforms. Also, this billboards are very much useful in the crowded areas as
it will be able to attract a vast majority of the peoples with a minimal cost. Due to this
advantages of the billboard type of traditional marketing billboard has been considered with
the other digital standalone strategies that has been identified here. It also indicated that only
the digital standalone strategies for marketing is not sufficient for the Sea Life Melbourne
organization.
Conclusion
The report discussed about the digital marketing and strategy planning schemes of Sea
Life Melbourne which is an aquarium company providing extravagant chance to the sea life
lovers to get an insight of the sea. To promote the services offered by Sea Life Melbourne,

15Sea Life Melbourne
the company has launched schemes online to attract customers and tourist. The digital
strategy implemented in its marketing model has helped the company to attract customers. In
this competitive market, the company faces threat from its competitors. The SWOT analysis
shows multiple opportunities for Sea Melbourne in the market. The company dominates the
market as seen and has choice to expand in the future. The use of digital marketing schemes
by the company has given it an added advantage as they are all over social media. The
decision making strategy of the company is strong which has led to the growth of the
company. The company is facing issues with accessing user data and it also faces negative
and fake reviews for visitors hat effects the brand of the company. Proper data analysis can
give the company an added edge over the competitors in the market and invite additional
tourists to the museum. The Sea life Melbourne has different offers for couples, solo,
business, friends and families. This idea has helped them to gain tourist from all over the
world. To understand the sentiments of the visitors, sentiment analysis shows that people
have shown liking and appreciation for the place. The marketing strategy has garnered
positive reaction from visitors and social media users. The company has loyal visitors and
attracts a huge crowd annually. The museum attracts tourists of all kinds and age. The place
is famous amongst international tourist. The digital marketing schemes greatly impacted the
business of the museum and the brand works towards improving their marketing schemes to
attract a larger crowd.

16Sea Life Melbourne
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17Sea Life Melbourne
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