Developing a Marketing Plan for the Port Arthur Historic Sites Sept 2010
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Presentation on development of marketing plans for heritage sites, based on Port Arthur Historic Site Management Authority (PAHSMA) Strategic Marketing Plan, 2007-2010. Prepared and presented at a postgraduate workshop on heritage management conduced by PAHSMA and ANU at the Port Arthur Historic Site, September 2010.
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Developing a Marketing Plan for the Port Arthur Historic Sites Sept 2010
- 1. Developing a Marketing Plan for the Port Arthur Historic Sites Andrew Ross, Marketing Manager September 30, 2010
- 3. Situation Analysis - know your market
- 10. The Experience Seeker – who are they? Young Affluent Couples: Aged 25-35 this younger childless group, travel to bring themselves a controlled challenge as well as the opportunity for personal development. Affluent Families: The presence of children will change anyone’s life. This group prefer Australia a little more than our other 2 groups. They are looking for relaxation and time to re-charge. The reconnection could be with the children, or it could be with the partner while the children are away with the kids club. Older Affluent Couples: The older group, now free of their responsibilities, are looking to reward themselves after their life of hard work. They are looking to learn new things and find some stories to tell.
- 11. The International Experience Seeker
- 12. Situation Analysis - know your product
- 15. What is special about Port Arthur?
- 16. A must-see – nationally
- 17. What do people value about coming to Port Arthur?
- 22. So – what do we want to do?
- 26. How are we going to do it? Strategies and tactics Example Objective: Increase return visits, especially by Tasmanians (VFR market) Strategy: Offer a ‘Ticket of Leave’ pass that allows free return visits for two years from date of first visit for a few extra dollars Tactic: Offer free Ticket of Leave upgrade to visitors during September. Exercise in coming weeks, look out for promotional tactics and work out the objective and strategy behind them.
- 32. What does ‘Port Arthur’ mean to people?
- 40. Promotional focus on buildings and activities
- 41. Shift to focus on what people will get from a visit
- 43. Amazing stories, epic history
- 44. Amazing stories, epic history
- 45. Amazing stories, epic history
- 46. Amazing stories, epic history
- 47. Amazing stories, epic history
- 48. Amazing stories, epic history
- 49. Amazing stories, epic history
- 50. Amazing stories, epic history
- 51. New website
- 52. New website
- 53. Extending to other marketing materials
- 54. Display stand and brochures
- 56. Results - measureable outcomes What are or will be your key performance indicators? Discuss
- 63. Other bits Budget – PAHSMA works in annual budget cycles, so this element of the plan is dealt with under the organisations annual Corporate Plan. Timeframe Part Eight offers strategies to assist PAHSMA develop philanthropic giving and other forms of fundraising as a source of ongoing income. Appendix Two details the Sites’ Heritage Values. Appendix Three summarises data presented in this plan in a shortened form for use in briefing suppliers of creative promotional collateral.
- 66. Thank you
Editor's Notes
- This research also identified four core visitor segments based on motivation to visit and response to the Site. Interestingly, the segments could not be tied to demographic factors in any way – instead they were a product of individual preferences and experience. The four segments were also similar in magnitude, each accounting for between 20-30% of visitors. The Segments were defined as: The Entertainment Seekers (27% of total) This segment seeks activity and ‘interactive’ experiences and rates convict history as high in importance.
- The emotional responders (20% of the total) This segment tends to be more moved by the scenic appeal, location and history of the Site. They are higher than average in descriptions such as beautiful, emotional and spiritual and place Convict history and Australia’s’ heritage as high in importance.
- The Information Seekers 25% of total This segment is keen to find out more about the Site, its stories, history and experiences, to gain a deeper appreciation and understanding. They consider the site to be more than convicts and rate convict history and Australia’s heritage as high in importance
- The tourists (28% of the total) This segment is attracted by the Site’s iconic status and reputation, happy to look but not motivated to develop further engagement. They are above average in descriptions such as picturesque, the ruins, its extensive scale. They rate convict history and Australia’s’ heritage as high in importance. Providing an experience that has relevance and meaning to such a diverse set of expectations as demonstrated by these identified motivational segments would be challenging to the best interpretation experts. However it is something that PAHSMA seems to achieve – all segments report very high levels of satisfaction with their experience at the Site.
- The Marketing Plan for the Historic Sites includes key objectives to uphold the obligations of the Authority under the PAHSMA Act and its Ministerial Charter, while striving to achieve strong visitor numbers, higher yields and enhanced promotion of the cultural heritage values of the Historic Sites. The strategy also addresses the enhanced status of the Historic Sites as cultural tourism destinations due to their inclusion on the Australian National Heritage List, and possibly (hopefully next year!) the World Heritage List.
- The Marketing Plan aims to further enhance PAHSMA’s reputation for innovation and excellence, as well as appreciation of the Sites’ heritage values among a range of audiences beyond tourist visitors, such as students, heritage professionals, teachers and researchers.
- Understanding the types of visitors to the Historic Sites and their different needs is central in determining how best to promote visitation and presentation of the heritage values of the Historic Sites, as well as the provision of appropriate services and facilities. Recent visitor research has told us that the core values which lie at the heart of the Port Arthur Historic Sites’ appeal are: Its History, Educational (that most visitors leave understanding more than when they arrived) It is Nationally significant, Our heritage (a fundamental place of pilgrimage for Australians) It is Picturesque, It is Thought provoking, It is Well preserved.
- It is important to reiterate that without the recurrent government funding provided to PAHSMA for its conservation program that the provision of such a flexible and inclusive experience, or set of experiences, would not be possible. Our key point of difference as a cultural heritage experience is our authenticity. Other points of difference for both the sites we manage include their scale, scenic beauty, heritage values and state of conservation.
- Key issues that have emerged: That while it is challenging to balance the needs of tourism with those of conservation, with adequate planning and good set of guiding principles this is possible. Being able to attract and retain appropriately skilled staff, particularly in remote areas as Port Arthur is seen to be, relies on being able to accommodate them and offer appropriate terms and conditions of employment. It is also evident that good tourism and good conservation are not incompatible, they in fact serve to enhance each other.
- Thank you