Ysgol Y Preseli is a top paid-for visitor attraction in Wales that welcomes 400,000 visitors annually. It aims to educate and entertain visitors while exceeding their expectations and maintaining its status as Wales' top paid-for attraction. To do so, it seeks to increase secondary revenue streams, expand its product lines and target markets, and strengthen its brand. Its core products include the zoo, farm, adventure playground and funfair, along with cafes, a gift shop and annual passes. Its primary target audience is parents of young children, though it also targets grandparents and schools.

1. Ysgol Y Preseli
Business Case Study

2. About Us
 1988
 Farm diversification
 400,000 visitors annually
 Top paid-for visitor attraction in Wales
 Winner Best Family Day Out in Wales
 Holder of TripAdvisor Certificate of Excellence

3. Company Objectives
 Aims a
 “Educate and Entertain”
 Exceed visitor’s expectations
 Remain Wales’ top paid-for attraction
 At least to maintain visitor numbers
 Increase secondary revenue
 Increase product line and target market
 Protect and strengthen the Folly Farm brand

4. Marketing Aims
 Understand our customers better
 Increase press coverage
 Increase online sales and annual pass sales
 Communicate charity and conservation work
 Increase group and school bookings
 Increase social media activity and channels

5. Product and Services
 Park – Zoo, Farm, Adventure Play, Funfair*
 Cafes and Restaurants
 Gift Shop
 Annual Pass
 Boomerang Offer
 School Trips/Topic Days and Workshops
 NEW - Zoo Keeper Experiences

6. Target Audience
 Primary: Parents of children aged 0-9
 Secondary: Grandparents, older children
interested in funfairs/animals or with younger
siblings, adults interested in animals/funfairs,
schools

7. Segmentation
 Day visitors versus holidaymakers 60%/40%
 Age e.g. Toddler Takeover/Keeper Experience
 Sex e.g. FB 82% female, 50% aged 25-44
 Wide socio-economic profile
 Location e.g. online sales stats Swansea 13%,
Pembs 12%, Carms 12%, RCT 11%, Cardiff 11%

8. Differentiation
 1988
 The Park and how we differentiate ourselves
from competitors
 Family-run
 Educational qualities
 Continued investment
 Customer service
 All weather

9. Differentiation
 How do we differentiate our products e.g. Zoo
Keeper Experiences
 Channels – teenage press/radio
 Design – older appeal, zoo style
 Value – exclusive, limited availability,
behind the scenes
 Price – much higher, experience level

10. Differentiation
 How we differentiate our products e.g.
education programme
 Channels – direct mail, assemblies
 Design – conservation grade, imagery
 Value – curriculum linked, exclusive
 Price – cheaper to reflect shorter day,
tightening budgets, growing the market

11. Questions?
 Zoë Wright
PR and Marketing Manager
zoe@folly-farm.co.uk