Developing a Digital Marketing Plan for Verdant Leisure - Northampton

This report details a digital marketing plan for Verdant Leisure, an award-winning holiday park. It begins with a situational analysis using a SWOT framework, identifying strengths like diverse holiday options and picturesque locations, weaknesses such as layout improvements and promotional gaps, opportunities in technology and park development, and threats from competitors. The plan establishes SMART objectives, focusing on increasing website visitors and overall customer engagement. It defines a target audience of individuals aged 21-60 and emphasizes the importance of personalization. The marketing mix strategy covers product (customer service, on-site facilities, holiday accommodation), price (affordable options), place (locations across Northumberland, Scotland, and County Durham), and promotion (digital and tactical strategies). Key digital tactics include content strategy, search engine optimization, social media engagement, a mobile-friendly website and application, and personalization techniques. The report concludes by highlighting the importance of measuring results and provides recommendations for Verdant Leisure to enhance its digital marketing efforts.

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:

STRENGTHS-The major strength of the company is its capability of providing of wide range
holiday options which are suitable for all the budgets. The locations where the holiday parks of
the organization are established are considered to be the most picturesque spots of United
Kingdom. Nowadays, people are only concerned about uploading their photos on different social
media sites and therefore they need a location which is good for their photos. This is also a
strength for the organization as it has the capability of attracting a large number of customers.
Moreover, verdant Leisure offers outstanding customer service, fantastic on site facilities and
excellent holiday accommodation which is also strength of this organization(Verdant Leisure,
2019).
WEAKNESSES- Some improvements can still be made in the layout of the holiday parks in
order to stay competitive in the market. Also, Verdant Leisure is not engaged in the promotion of
its services which have a great impact on the number of visitors during the entire year. This is
due to the fact that the customers gets attractive towards that holiday park which is able to
present its features and offers in an eye-catching manner (Baker, 2016).
OPPORTUNITIES- Verdant Leisure has an opportunity to further develop the layout of the park
in order to make it more attractive to the customers. Technology also presents a number of

opportunities in front of Verdant Leisure. The company can share the experiences of its
customers on the social media websites along with their fun photos and videos in order to attract
the prospective customers. Various benefits should also be offered to the customers such as a
trained photographer who will capture the fun moments of the customers with their families
along with providing the facility of free Wi- fi in the holiday parks. Verdant Leisure should also
undertake a digital marketing strategy that best suits its purpose in order to attract the customers
from the market.
THREATS- Other competitors in the market are also communing up with attractive park layout
at picturesque locations which is a big threat for Verdant Leisure. The competitors are also
switching to the digital marketing strategies for the purpose of reaching the wider audience. This
increase in competition is the major threat for the business. The competitors are also offering a
number of facilities to the customers such as swimming pools, five minute drive to the beech
along with a great range of accommodation.
ESTABLISHING OBJECTIVES
The marketing of objectives of the company will be set while keeping the SMART goals in
mind. SMART stands for specific, measurable, attainable, relevant and timely. The adoption of

the SMART goals will provide the company a definite direction relating to what it actually wants
to achieve.
Specific- Having specific objectives are essential for achieving success in the marketing
campaign. The specific objective of the digital marketing strategy adopted by Verdant Leisure
will be to increase the number of customers that visit the holiday park.Also, the organization will
be required to have a separate digital marketing team which will formulate digital marketing
strategies in order to attract the customers (Ryan, 2016).
MEASURABLE- Having measurable goals will allow the organization to have a definite number
to be achieved. The digital marketing strategy of Verdant Leisure will aim at achieving 5000
visitors on the website of the company each and every day (Penalver, 2018). Such measurement
will be ensured with the help of tools like Google Analytics which will provide information
regarding the visitors on the website of the company. Moreover, it will also offer the information
regarding the location of the visitor i.e. the country of the website visitor. When the number of
visitors to the website and blogs of the organization will increase, the actual visitors to the
holiday park will also increase.
ATTAINABLE-Attainable goals are the goals which is supported by the employees and the
entire organization. The success of the goals is only ensured in such case. Moreover, the support

will further increase in cases when the organization involve the employees in the process of
decision making. For this purpose, Verdant Leisure should employ a team of trained employees
in the field of digital marketing and then frame the goals by taking their consent and suggestions.
This, in turn, will ensure that the goals are capable of being attained (Yasmin, Tasneem and
Fatema, 2015).
RELEVANT- Relevant or realistic goals takes the practical situation into account along with the
work in which everyone is involved. Therefore, Verdant Leisure needs to have a team which is
employed in the organization for the purpose of handling the digital marketing of the
organization only. The company will be required to ensure that the company has the requisite
manpower for this purpose (David, 2016).
TIME BOUND- Time bound can be defined as the time allocated for the purpose of reaching the
set goals. The time set for the achievement of the said results for the digital marketing plan will
be one year. A drastic change will be visible in the actual customers who obtain the services of
the holiday park over a period of one year if digital marketing strategy is effectively
implemented by the digital marketing team of the business (Todor, 2016).

STRATEGY DEFINITION
Personalization is considered to be very important in case of digital marketing. Therefore, it is
essential that certain factors are kept in mind while defining the strategy for the marketing plan.
SEGMENTATION OF THE TARGET AUDIENCE
Target audience will comprise of the customers on whom the focus of the digital marketing
strategy will be set. It will further consider the tastes, preferences and needs of such customers as
well. This part of the marketing plan development will play a great role in the creation of buyer
personas. Proper segmentation of the target market will allow Verdant Leisure to understand the
expectations of the customers. Nowadays, the customers expect the value for their money.
Therefore, the target market of Verdant Leisure will comprise of families from all across the
world. With the passage of time, the tourism industry of United Kingdom have also noticed a
significant hike in the number of visitors. This provides a chance for Verdant Leisure to attract
its target market which comprise of the people between the age group of 21- 60 years ( Cross,
Belich and Rudelius, 2015).
Positioning- For the purpose of achieving proper positioning, it is essential for Verdant Leisure
to be very clear with its value proposition. In other words, it will provide the reason to the
customers for choosing verdant Leisure against the competitors. Therefore, it is crucial for

Verdant Leisure to decide in advance how its unique value proposition will be communicated to
the customers and how it will be ensured with the help of different channels where the audienceis
present such as through e- mail marketing, blogs, social media, etc. (Dibb, 2017)The unique
selling proposition of Verdant Leisure is its outstanding customer service, on- site facilities and
excellent holiday accommodation. Wide range of holiday options are offered to the customers by
Verdant Leisure that are suitable for all budgets. 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.
MARKETING MIX
The marketing mix comprise of 4 important elements which play an important role in engaging
the customers with the organization. The elements of marketing mix are product, price, place and
promotion. Marketing mix is often regarded as the set of tools which is used by the company for
the effective implementation of the marketing strategies and the achievement of the established
objectives. Following are the 4Ps of Verdant Leisure:
PRODUCT-Verdant Leisure provides outstanding customer service, on- site facilities and
excellent holiday accommodation. Wide range of holiday options are offered to the customers by
Verdant Leisure that are suitable for all budgets. Also, the holiday parks of Verdant Leisure are
surrounded by natural beauty i.e. from amazing seascapes and National Parks such that the