Market Analysis and Target Market (Dhairya)
Market Analysis and Target Market (Dhairya)
Market analysis (compare similar organisations, preferably NFP what do they do and how, what works and what does not work?
After familiarising yourself with the Adelaide Goal Preservation Societys website and their social media channels, conduct a market research activity with the aim to identify engaging content, engagement activities and offers used by other organisations, however students should take the freedom to provide own suggestions.
Identify appropriate target markets (for tour customers) and their preferred ways of engaging
Recommendations for Activities (Marlyse)
To increase brand awareness of the Adelaide Gaol Preservation Society (AGPS), the most cost effective strategy focuses on building its social media presence. Adelaide Gaols current instagram account has some great content like tour information and fun pictures of groups that have enjoyed the tour. However the following is small and it is unlikely the posts are reaching a large audience. With Instagrams reels feature, the team can film short video stories with the staff to share their most memorable tour encounters and favourite facts about the gaol. Guests such as ex-guards will generate an interest in the tour and can be easily shared across instagram and Facebook. Using appropriate hashtags boosts visibility of posts and makes them searchable by other users. There are currently only 3 posts under #AdelaideGhostTours and none of them are connected to the Adelaide Gaol Preservation Society. Using a specific hashtag makes it easier for the target audience to find the company using the search feature.
TikTok was the most downloaded entertainment app in Australia for 2022 (Eliezer, 2022). This video sharing app is also a popular live streaming platform. To create some hype and interest around the various tours available, the AGPS can use TikTok to live stream small portions of the tour. TikTok live streams can reach users worldwide, but the apps algorithm means it also suggests videos to local users with similar interests. Users who search for paranormal videos or follow similar accounts will also be shown the tours live stream.
Local competitors focus on the paranormal element of the tour and do not have the same level of historical knowledge as AGPS. To attract the target market of guests passionate about the history, AGPS can partner with local historical pub, The British Hotel to offer deals and promotions throughout the month. The two businesses can cross promote each other using their social media channels.
The final suggested strategy is to add in commemorative dates and special events in to the tour calendar. Currently the AGPS operates the same 4 tours all year round. By holding special events on Halloween and full moon nights, the company can create more excitement and interest in the tours. Additionally, if AGPS were to cater to hens/bucks parties, birthdays and corporate events, there is a new market of people who will attend in large groups. Additionally, special tours could run to commemorate important historical dates such as the anniversary of the Rainbird executions on 7th June and the prisons first female execution on the 30th December.
Action Plan (Jui)
An action plan (include actions, tasks and milestones that are suggested for the Society to undertake;
Formulate a 4-6 months plan with graphic representation of all activities, milestones and timelines, so the Adelaide Goal Preservation Society has a clear understanding of activities, tasks and timelines that need to take place.
Timeline Actions, tasks and milestones
December 2022 Start increasing the number of Instagram reels and Instagram stories.
Stop using non-specific, abbreviated Instagram hashtags like #agps as it leads to a large number of posts in other areas and stop using broad range hashtags like #ghost at this stage
Try to use #AdelaideGhostTours, # AdelaideGaolTours, # AdelaideGaolHistoryTours etc. depe oh nding different posts contents
Feature the existing volunteers on social media
Post the volunteering opportunity online, for example, to LinkedIn
Ask if there are volunteers familiar with TikTok. If there arent, let the suitable people download and understand how to use the software
30th December 2022 Add a special tour to commemorate the prisons first female execution
January 2023 Start shooting TikTok videos and doing live stream
Look for partnering with a local historical pub, The British Hotel
Prepare equipment, cakes, and procedures that can be used for holding birthday parties at the venue
Same actions for Instagram as in December 2022
February 2023 Start accepting birthday party reservations
If the visiting numbers are increasing, try to find more partners.
March 2023 If the birthday party reservations are doing good, try to find a birthday cake partner that can customise a ghost-related themed cake
Social Media Posts (Alexandros)
Minimum 10 social media posts that will be used once the campaign is launched. You can use Canva or similar
Create minimum 10 social media posts (for each platform) that are amendable in Canva or similar
References
Christie Eliezer. (2022, February 11). TikTok most downloaded mobile entertainment app in Australia, reaches 7.38m users. The Music Network. https://themusicnetwork.com/tiktok-usage-australia-2022/
