Tourism Marketing Management: Warwick Castle Marketing Plan (2021)

This report presents a marketing plan developed for Warwick Castle, a tourism organization, with the goal of increasing leisure visitors after the 2021 lockdowns. The plan emphasizes the use of digital marketing tools, including social media platforms and the company's website, to promote its services. The report outlines smart objectives focused on digital advocacy and customer engagement, such as increasing visitor numbers and improving traffic conversion rates. It identifies the target market as leisure travelers who actively use social media. The plan proposes innovative marketing ideas, including live videos and teasers, to engage potential visitors. Furthermore, the report details methods for measuring campaign success, such as tracking website traffic, organic search leads, and conversion rates. A detailed timescale outlines the activities and milestones for implementing the marketing campaign. The report concludes by highlighting the effectiveness of the digital marketing strategy and the importance of measuring results to achieve the set objectives.

MARKETING PLAN

Contents
INTRODUCTION.......................................................................................................................................3
Smart objectives..........................................................................................................................................3
Proposed target market................................................................................................................................4
Innovative and Creative ideas......................................................................................................................5
Measuring the success of the campaign.......................................................................................................5
Timescale....................................................................................................................................................6
CONCLUSION...........................................................................................................................................8
REFERENCES............................................................................................................................................9

INTRODUCTION
Modern era is an era where there seems a lot of advancement in the marketing activities
performed by the organisation in order to engage more customers and reach huge number of
customers at a time. The advancement can be seen through the increased use of social media
platforms and websites of the company by the marketer in order to undertake promotional
activities for the company’s product and services and developments in the same (González-
Sanguino and et.al., 2019). This transition in performing promotional activities by the marketer
have been proven to be very much effective as compared to traditional way of marketing.
Nowadays organisation like Warwick castle are keen to have their presence on social media and
websites in order to interact with customers both with near and far one. Social media is believed
to have an existence not more than two decades but known to have gained much acceptance in
terms of spreading information among target customers about the products and services (Ghosh
and Scott, 2018). Facebook, Twitter, YouTube, Instagram, blogging and Google+ are some of
the common social platforms that are generally used by most of the companies and the same is
true for Warwick castle. These medium are considered to be useful because it provides for
personal interaction with target customers and both existing and new customers can be reached
through such channels. Huge customers in a least expensive manner and just at a click of buttons
can be reached with great ease. The report is based on developing an effective marketing
campaign for tourism organisation that is Warwick castle in an attempt to attract more visitors
after lockdown in 2021. There are billions of social media users across the globe and this count is
increasing by millions of users every year making it a good source of advertising and promoting
products and services by the organisation (Bhandari and et.al., 2017). The reason behind such
presence on social media is to keep in touch with friends and family members living around the
world along with that they can be able to explore many new things about the market and world.
Smart objectives
The use of digital marketing for promoting company’s products and services is backed up by
many objectives of the marketer that he wants to achieve through the use of digital technologies.
Here in the context for tourism organisation Warwick castle, two smart objectives which is
linked with advocacy and developing engagement can be framed as follows:

Digital advocacy and developing engagement of the customers always remains a main cause for
undertaking digital marketing campaign through the use of medium like social media platforms
and companies (Alam, Wang and Waheed, 2019). As nowadays users or potential customers are
seems to view products reviews from such social platforms before going to make actual
purchases. So, it is up to the marketer to design an attractive and persuading marketing campaign
which is proved to be helpful in influencing target customer’s perceptions in a best possible
manner. Also, marketer aims to generate more and more leads through the marketing campaign
so developed for social platforms in order to achieve higher engagement of the customers and
users at large (Keegan and Rowley, 2017). Here are two smart objectives framed by the
marketing consultant for the Warwick castle:
 Increase 20% visitors from the existing number of visitors by November, 2021.
 Improvement in the traffic conversion rate on from organic source by 25% by October,
2021.
The above two objectives as set by the marketer that is aimed to be fulfilled through the
marketing campaign so developed for Warwick Castle clearly indicates the objectives of
obtaining digital advocacy and higher customer engagement (Sundstrom and et.al., 2021).
Digital advocacy can be the improvement in conversion rate of traffic due to the greater
influence over their perception through the marketing campaign. And customer engagement can
be the increase in the number of visitors by 20%.
Proposed target market
While considering who our target customers would be, first of all the demographics with
different characteristics are taken into account and then it is determined that how these different
segment of the demographics are using internet and social media, thus their preferences and
habits are considered before deciding upon which digital platform should be chosen among the
available options (Cowley, 2017). This criteria of designing different campaign for different
digital platforms on the basis of the target market’s habits and preferences in using and trusting
on these social networks is known as webographic segmentation in marketing terms. The target
customers for Warwick castle are leisure travelers who loved to post their trips and tour
memories on social media platforms and thus helps in marketing and promoting tourism

company (Chávez and et.al., 2017). The target customers belongs to higher income group who
usually undertakes two to three tour and trip in a year.
Innovative and Creative ideas
There are many ways in which innovatively and creatively promotion can be done by the tourism
organisation Warwick Castle, so that they can be able to market their tour packages across their
target market and therefore successfully able to enhance the number of visitors post lockdown
period in 2021. Some of the ideas through which Warwick will spread its creative content among
its target market through social media platforms and its corporate websites are as follows:
 Live videos: A video of current organized trips and tour can be shared on social media as
a live telecasting of joy, entertainment and tourism services and facilities to their
followers and other users of social media like Instagram, Facebook and YouTube (Pinsky
and STAFF, 2018). Also, upcoming trips and tours can be promoted through the creation
of video content and sharing the same on social media platforms in order to reach large
number of visitors and thus helpful in increasing the number of visitors by attracting
them.
 Previews and teasers: Teasers of upcoming trips that the Warwick Castle is going to
organize post lockdown in 2021 can be a very useful content to attract more number of
visitors (Ambekar, 2019). Previews and teasers could take any form like a short video,
picture, influencing personality promoting the tour or trips and blog or articles describing
in a brief way about the trips and tour.
Measuring the success of the campaign
There are many ways in which the success of the marketing campaign that has been undertaken
through social media platforms and company’s websites can be measured in order to know
whether the smart objectives set by the marketer before the initiation of marketing campaign are
fulfilled or if yes, then to what extent it is fulfilled. Therefore Warwick Castle will undertake to
measure to measure the success of its marketing campaign with reference to its smart objectives
in the following manner:
 Traffic on company’s website: The effectiveness of your marketing campaign on all
different networks whether it is email or social networking sites, the final result can be

seen through the traffic that is leading towards the Warwick castle’s will be taken to
measure to what extent the company’s smart objectives are achieved (Sushchenko and
Petrova, 2017).
 Also, traffic derived through organic search will be determined to know how much lead
has been generated through the marketing campaign.
 Record of returning and new visitors will be taken into account to know how much
conversion rate has been achieved by the marketer out of the lead so generated
(McCorkle and Payan, 2017). Lead generation can be known through the increase in the
number of visitors of company’s website while the improvement in the conversion rate of
these leads into potential customers can be determined through new proposals from
customers.
Timescale
Activity/
weeks
Wee
k 1
Week
2
Wee
k 3
Wee
k 4
Wee
k 5
Wee
k 6
Wee
k 7
Wee
k 8
Wee
k 9
Week
10
Establishing
aims and
objectives of
the marketing
campaign
Preparation of
matrix for
success
Creation and
optimization
social profiles
Developing
buyer’s
persona
Undertaking
feasibility
study

Creating
attractive and
persuading
content
Brainstormin
g content
ideas
Boosting the
reach of
content
Engaging and
responding
audience
Tracking
website traffic
Tracking the
lead
generation
Measuring the
success of the
marketing
campaign
against the set
smart
objectives
Reporting the
results of the
marketing
campaign to
the senior
marketing

manager
Reframing
marketing
strategy
Celebration of
the success of
marketing
campaign
CONCLUSION
From the above report where marketing campaign has been developed for Warwick Castle, a
tourism organisation who aims to increase the number of leisure visitors once the lockdowns are
lifted from the country in 202, it has been concluded that the company aims to utilize the digital
marketing tool for marketing and promoting its tourist services through social media platforms
and its own website. It will do it by utilizing its creative and innovative marketing team who are
experienced and experts in creating attractive marketing content in the form of teasers and live
videos. Then the company in order to measure its success against the set smart objectives will
perform success measurement through web traffic, increase in organic search, lead generation
and conversion rate of the same through the increase in the number of potential customers.

REFERENCES
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Sundstrom, B., and et.al., 2021. You Have Options: Implementing and evaluating a contraceptive
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Chávez, P. H., and et.al., 2017. Social media marketing on popular sugar‐sweetened beverages
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Pinsky, D. and STAFF, F., 2018. 11 Website Design And Development Best Practices For 2018.
Ambekar, A., 2019. Factors Influencing the Success of a Social Media Marketing Campaign.
Sushchenko, O. A. and Petrova, M., 2017. Internet Marketing as a Tool of Tourism Enterprise
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McCorkle, D. and Payan, J., 2017. Using Twitter in the marketing and advertising classroom to
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