'The Star Experience': Creative Crieff
Introduction:
Project Name: Creative Crieff Digital Marketing Strategy
Objective: To develop a comprehensive digital marketing strategy for The Star Experience, aimed at improving community engagement and brand awareness.
Approach: Short-term, mid-term, and long-term strategies based on survey insights from 211 respondents.
Key Focus: Target the 18-24 demographic through social media, app development, and community partnerships.
The Agenda
Situation and Market Analysis
Analysis of Data
Objectives
Methodology
Questions
Conclusion
Recommendations
Findings
Aims and Objectives
The aim of our research is to enhance brand awarness and attract consumers to 'The Star Experience'.We have created three main objectives for 'The Star Experience', these are as follows:Increase youth engagement by 60%, and to be re-evaluated in September 2025. Achieve a 10% download rate of the new app among the pre-existing Strathern population within one year of full construction (April 2027). Establish 10 community partnerships for completion in April 2026.
Situation and Market Analysis
Internal and Expernal Factors that may impact 'The Star Experience'
Problem
Situation and Market Analysis
PE S
Political Labour government in power: potential increased funding for social and environmental initiatives. Competitiveness in securing funds with the Perth and Kinross Council. Economic Rising cost of living crisis leading to reduced spending. Social Independent cinemas play a large role within community engagement. Increased demand for organic and locally sourced food. Shift in digital broadcasting services and online streaming due to remote work. Technological Technological advancements through online ticketing, enhanced sound systems, and competition from streaming services. AI personalisation Legal Copyright and premises licence, food safety, liquor licences and employment laws. Environmental Sustainability concerns in cinema energy consumption. Increased demand for eco-friendly practices
TL E
Market Analysis
Analysis of the Community engagement, Cinema, Food and Beverage and Radio Industries. Unique advantage of having all of these industries combined in one venue
Community engagement
Cinema
Food and Beverage
Radio Broadcasting
Market Size : Crieff Community Trust, Strathearn Arts, Strathearn Community Campus Market Trends: Social media, interactive engagement and community driven events
Market Size: 132 Independent Cinemas within Scotland Strathearn Arts currently provides a community cinema within Crieff Market Trends: Large franchises such as Marvel greatly increase box office revenues Independent cinema revenue accumulated through confectionary sales of food and new release screenings
Market Size: One of the largest sectors in Scotland accounting for £15bn Market Trends: Notable trends towards health and well being Increased Demand for vegetarian and and plant-based diets Increase in locally sourced products Immersive experiences
Market Size: The Radio Broadcasting industry in the UK is measured at £1.4bn FM radio is anticipated to represent 12-14% of all live radio listening in 2023 Market Trends: Multimedia integration through the use of social media Differentiating content using localism by broadcasting local artists and musicians
Porter's Five Forces
1. Threat of New Entry (Low) Barriers to Entry: High investment in facilities, equipment, and marketing (McKinsey & Company, 2023). Creative Crieff Advantage: Unique community-centered experience creates additional barriers to entry. Brand Loyalty: Strong community involvement fosters customer loyalty, making it difficult for new competitors. 2. Bargaining Power of Suppliers (Moderate) Supplier Base: Includes local artists, performers, and local produce suppliers. Impact on Operations: Dependence on local suppliers increases supplier influence (Creative Crieff Business Plan, 2023). 3. Bargaining Power of Buyers (High) Buyer Input: Local community of Crieff and Strathearn strongly influences offerings. Price Sensitivity: Prices must remain accessible to maintain community engagement. Substitution Risk: Low for cinema; moderate for the bistro, but the unique multiple experiences reduce substitution risks. 4. Threat of Substitutes (Low) Availability of Substitutes: Limited alternatives within Crieff; travel required for other options. Switching Costs: Low-cost to switch between entertainment forms, but subscription platforms may introduce switching costs. 5. Industry Rivalry (Moderate to High) Competitors: Local hospitality options and abundant digital platforms. Competitive Edge: Creative Crieff offers a unique blend of experiences. Industry Growth: Focus on community-centered, sustainable activities drives industry growth.
Competitor Analysis
Points of Parity: -All competitors are local to Crieff or surrounding areas. -Similar use of social media for marketing (no paid ads). Points of Difference: -Birks Cinema: Consistent social media strategy (Instagram/Facebook) with interactive elements like stories. -Other competitors show limited or inconsistent social media presence. Opportunities for Creative Crieff: - Improve Social Media -Engage through events
SWOT Analysis
Strenghts
Weaknesses
-Community Engagement -Diverse Experience
-Local Dependency -Social Media Strategy -Financial Constraitns
Threats
Opportunities
-Youth Engagement -Develop Social Media Presence -Potential Customer Base
-Competiton -Project Timeline.
Customer Analysis- STP Model
Methodology
We analysed the information provided to us by Creative Crieff, particularly their 2020 survey. Our aim was to conduct up-to-date research that we could then present to Creative Crieff based on 'The Star Experience'. The survey was comprised of 21 questions, hosting a wide range of questions based on demographics, 'The Star Experience', and Crieff and the surrounding areas.Once we had filtered through the data, we had a total of 211 responses. The survey was presented mostly in a Likert scale format to enable a clear understanding of respondent attitudes, with a few questions also being open-ended. We collected the data using the survey platform JISC. Then exported the information to Excel to conduct its analysis using SPSS, a data analysis software program.
Analysis of Data
Data collection methods:
Visiting Crieff and Comrie
Getting locals in the pub
Ad on Heartland FM
Social Media
University of Stirling announcements page
Cleansing the Data
. 1. Gathered the 222 respondents from JISC- Initially our aim was 350, but after recognising the time constraints we had to reduce our desired response rate to 200. 2. Cleansed the data using excel- With some respondents being below 18, or not inputting an age, we had to reduce our respondents to 211. 3. Converted the new data into SPSS - In order to gain descriptive frequencies and the mean, we used SPSS.
Findings
Our results found our majority respondents were 18-24, and lived within Crieff, creating an ideal demographic for us to work with
Product
Awareness of Creative Crieff and Social Media Usage
Seems to be a large number who seem unphased by the current communication methods, indicating a need for new ways to reach the target demographic
Majority of respondents were aware of the project. However, still a large proportion who did not know about the redevelopment project.
Large need for an app, which took priority in our recommendations and objectives
How would you like to be kept up to date with the regeneration project?
Outdoor Space
Findings:Strong need for a local market, pop up stalls, amd music events. The main takeaway is the various levels of interest, and the desire from the community to use the available space.
Recommendations:
Strategic Planning-
Short Term
(Aug 2024 - Sep 2024)
Target Demography: 18-24 year olds
Mid Term
(Oct 2024 - Dec 2025)
Long Term
(Jan 2026 and Beyond)
Introduction to Short-Term Recommendations (Aug 2024 - Sep 2024)
Focus: Immediate actions for digital marketing, social media, and website development.Goal: Build anticipation and engage with the local community. The short-term recommendations focus on immediate actions to build community anticipation and engagement. The priority is to use digital tools like social media and the website to increase visibility. These actions are intended to lay the groundwork for more comprehensive, mid-term strategies.
Social Media
Key Platforms: Facebook (73.1%) and Newsletters (45.2%). Strategy: Consistent content calendar focusing on transformation updates, event announcements, and community highlights. Influencers: Collaborate with local influencers (e.g., GaysGobble) to amplify reach.
Website
User Focus: Improve navigation, integrate event booking, and include community stories. SEO Strategy: Optimize the website for local search results to increase visibility. Event Hub: Make the website a central place for all event information and bookings.
M O C K U P S
M O C K U P S
Introduction to Mid-Term Recommendations (Oct 2024 - Dec 2025)
Focus: Expanding community engagement through app development, partnerships, and volunteering. Goal: Deepen involvement and build a sustainable digital presence.
App Development
Core Features: Event bookings, cinema reservations, loyalty program, and local radio streaming. User Target: Aim for a 10% app download rate in the first year.
Promotion: Use social media, newsletters, and community events to drive downloads.
A P P M O C K U P S
Local Partnerships & Collaborations
Collaborations: Partner with local businesses, schools, and artists for co-hosted events.
Volunteer Engagement: Use the app and website to recruit volunteers (39.9% interest).
Pop-up Events: Focus on pop-up events, workshops, and collaborations with local institutions.
Introduction to Long-Term Recommendations.(Jan 2026 and Beyond)
Focus: Long-term sustainability of the app, loyalty programs, and ongoing digital engagement.
Goal: Ensure continuous community interaction and growth.
App Optimization & Loyalty Programs
Continuous Updates: Regular updates to app functionality based on user feedback.
Loyalty Programs: Offer points for attending events, making purchases, and engaging with the app.
Integration: Ensure the app integrates smoothly with the booking system and event management tools.
Community-Driven Digital Initiatives
Book Clubs & Events: 29.7% of respondents interested in online book clubs and cultural events.
Digital Content: Regular blog posts, social media updates, and newsletters to keep the community engaged.
Collaborations: Continue to collaborate with local businesses for co-branded events.
Digital Storytelling via Email
Preferred Channel: Newsletters (45.2%) for updates and engagement.
Targeted Emails: Share behind-the-scenes updates, artist renderings, and community stories.
Engagement Strategy: Use storytelling to strengthen community ties and build anticipation.
Continued Engagement
Unified content Calendar: Monitor Engagement: Use social media, website, and app analytics to track performance. A/B Testing: Experiment with different content formats to optimize engagement.
Strategy Refinement: Continuously adjust the strategy based on data insights.
Radio and Recording Studio
Survey Insights: Only 8.9% of respondents prefer radio as a communication tool. Recording Studio: Just 10.4% expressed interest in using recording facilities. Conclusion: Radio and recording studios are not aligned with community preferences. Recommendation: Redirect resources toward digital engagement strategies, such as app development and social media.
Proposed timelines for the recommendations
01
Summary: Phased approach covering short-term, mid-term, and long-term recommendations.
Next Steps: Launch social media campaigns, begin website/app development, establish partnerships.
Vision: Create a sustainable and engaged community through digital tools and partnerships
Conclusion andKey Takeaways
02
03
Thank You!
A presentation by: Safa Hassan, Kaitlyn Evans, Theodore Rajan, Harita Mengu & Victoria Russell
Your content is liked, but only engages if it's interactive. Capture your audience's attention with an interactive photograph or illustration.
Your content is likable, but it only engages if it's interactive. Capture your audience's attention with an interactive photo or illustration.
Your content is liked, but only engages if it is interactive. Capture your audience's attention with an interactive photograph or illustration.
Your content is appreciated, but it only engages if it's interactive. Capture your audience's attention with an interactive photo or illustration.
Your content is liked, but only engages if it is interactive. Capture the attention of your audience with an interactive photograph or illustration.
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Transcript
'The Star Experience': Creative Crieff
Introduction:
Project Name: Creative Crieff Digital Marketing Strategy Objective: To develop a comprehensive digital marketing strategy for The Star Experience, aimed at improving community engagement and brand awareness. Approach: Short-term, mid-term, and long-term strategies based on survey insights from 211 respondents. Key Focus: Target the 18-24 demographic through social media, app development, and community partnerships.
The Agenda
Situation and Market Analysis
Analysis of Data
Objectives
Methodology
Questions
Conclusion
Recommendations
Findings
Aims and Objectives
The aim of our research is to enhance brand awarness and attract consumers to 'The Star Experience'.We have created three main objectives for 'The Star Experience', these are as follows:Increase youth engagement by 60%, and to be re-evaluated in September 2025. Achieve a 10% download rate of the new app among the pre-existing Strathern population within one year of full construction (April 2027). Establish 10 community partnerships for completion in April 2026.
Situation and Market Analysis
Internal and Expernal Factors that may impact 'The Star Experience'
Problem
Situation and Market Analysis
PE S
Political Labour government in power: potential increased funding for social and environmental initiatives. Competitiveness in securing funds with the Perth and Kinross Council. Economic Rising cost of living crisis leading to reduced spending. Social Independent cinemas play a large role within community engagement. Increased demand for organic and locally sourced food. Shift in digital broadcasting services and online streaming due to remote work. Technological Technological advancements through online ticketing, enhanced sound systems, and competition from streaming services. AI personalisation Legal Copyright and premises licence, food safety, liquor licences and employment laws. Environmental Sustainability concerns in cinema energy consumption. Increased demand for eco-friendly practices
TL E
Market Analysis
Analysis of the Community engagement, Cinema, Food and Beverage and Radio Industries. Unique advantage of having all of these industries combined in one venue
Community engagement
Cinema
Food and Beverage
Radio Broadcasting
Market Size : Crieff Community Trust, Strathearn Arts, Strathearn Community Campus Market Trends: Social media, interactive engagement and community driven events
Market Size: 132 Independent Cinemas within Scotland Strathearn Arts currently provides a community cinema within Crieff Market Trends: Large franchises such as Marvel greatly increase box office revenues Independent cinema revenue accumulated through confectionary sales of food and new release screenings
Market Size: One of the largest sectors in Scotland accounting for £15bn Market Trends: Notable trends towards health and well being Increased Demand for vegetarian and and plant-based diets Increase in locally sourced products Immersive experiences
Market Size: The Radio Broadcasting industry in the UK is measured at £1.4bn FM radio is anticipated to represent 12-14% of all live radio listening in 2023 Market Trends: Multimedia integration through the use of social media Differentiating content using localism by broadcasting local artists and musicians
Porter's Five Forces
1. Threat of New Entry (Low) Barriers to Entry: High investment in facilities, equipment, and marketing (McKinsey & Company, 2023). Creative Crieff Advantage: Unique community-centered experience creates additional barriers to entry. Brand Loyalty: Strong community involvement fosters customer loyalty, making it difficult for new competitors. 2. Bargaining Power of Suppliers (Moderate) Supplier Base: Includes local artists, performers, and local produce suppliers. Impact on Operations: Dependence on local suppliers increases supplier influence (Creative Crieff Business Plan, 2023). 3. Bargaining Power of Buyers (High) Buyer Input: Local community of Crieff and Strathearn strongly influences offerings. Price Sensitivity: Prices must remain accessible to maintain community engagement. Substitution Risk: Low for cinema; moderate for the bistro, but the unique multiple experiences reduce substitution risks. 4. Threat of Substitutes (Low) Availability of Substitutes: Limited alternatives within Crieff; travel required for other options. Switching Costs: Low-cost to switch between entertainment forms, but subscription platforms may introduce switching costs. 5. Industry Rivalry (Moderate to High) Competitors: Local hospitality options and abundant digital platforms. Competitive Edge: Creative Crieff offers a unique blend of experiences. Industry Growth: Focus on community-centered, sustainable activities drives industry growth.
Competitor Analysis
Points of Parity: -All competitors are local to Crieff or surrounding areas. -Similar use of social media for marketing (no paid ads). Points of Difference: -Birks Cinema: Consistent social media strategy (Instagram/Facebook) with interactive elements like stories. -Other competitors show limited or inconsistent social media presence. Opportunities for Creative Crieff: - Improve Social Media -Engage through events
SWOT Analysis
Strenghts
Weaknesses
-Community Engagement -Diverse Experience
-Local Dependency -Social Media Strategy -Financial Constraitns
Threats
Opportunities
-Youth Engagement -Develop Social Media Presence -Potential Customer Base
-Competiton -Project Timeline.
Customer Analysis- STP Model
Methodology
We analysed the information provided to us by Creative Crieff, particularly their 2020 survey. Our aim was to conduct up-to-date research that we could then present to Creative Crieff based on 'The Star Experience'. The survey was comprised of 21 questions, hosting a wide range of questions based on demographics, 'The Star Experience', and Crieff and the surrounding areas.Once we had filtered through the data, we had a total of 211 responses. The survey was presented mostly in a Likert scale format to enable a clear understanding of respondent attitudes, with a few questions also being open-ended. We collected the data using the survey platform JISC. Then exported the information to Excel to conduct its analysis using SPSS, a data analysis software program.
Analysis of Data
Data collection methods:
Visiting Crieff and Comrie
Getting locals in the pub
Ad on Heartland FM
Social Media
University of Stirling announcements page
Cleansing the Data
. 1. Gathered the 222 respondents from JISC- Initially our aim was 350, but after recognising the time constraints we had to reduce our desired response rate to 200. 2. Cleansed the data using excel- With some respondents being below 18, or not inputting an age, we had to reduce our respondents to 211. 3. Converted the new data into SPSS - In order to gain descriptive frequencies and the mean, we used SPSS.
Findings
Our results found our majority respondents were 18-24, and lived within Crieff, creating an ideal demographic for us to work with
Product
Awareness of Creative Crieff and Social Media Usage
Seems to be a large number who seem unphased by the current communication methods, indicating a need for new ways to reach the target demographic
Majority of respondents were aware of the project. However, still a large proportion who did not know about the redevelopment project.
Large need for an app, which took priority in our recommendations and objectives
How would you like to be kept up to date with the regeneration project?
Outdoor Space
Findings:Strong need for a local market, pop up stalls, amd music events. The main takeaway is the various levels of interest, and the desire from the community to use the available space.
Recommendations:
Strategic Planning-
Short Term
(Aug 2024 - Sep 2024)
Target Demography: 18-24 year olds
Mid Term
(Oct 2024 - Dec 2025)
Long Term
(Jan 2026 and Beyond)
Introduction to Short-Term Recommendations (Aug 2024 - Sep 2024)
Focus: Immediate actions for digital marketing, social media, and website development.Goal: Build anticipation and engage with the local community. The short-term recommendations focus on immediate actions to build community anticipation and engagement. The priority is to use digital tools like social media and the website to increase visibility. These actions are intended to lay the groundwork for more comprehensive, mid-term strategies.
Social Media
Key Platforms: Facebook (73.1%) and Newsletters (45.2%). Strategy: Consistent content calendar focusing on transformation updates, event announcements, and community highlights. Influencers: Collaborate with local influencers (e.g., GaysGobble) to amplify reach.
Website
User Focus: Improve navigation, integrate event booking, and include community stories. SEO Strategy: Optimize the website for local search results to increase visibility. Event Hub: Make the website a central place for all event information and bookings.
M O C K U P S
M O C K U P S
Introduction to Mid-Term Recommendations (Oct 2024 - Dec 2025)
Focus: Expanding community engagement through app development, partnerships, and volunteering. Goal: Deepen involvement and build a sustainable digital presence.
App Development
Core Features: Event bookings, cinema reservations, loyalty program, and local radio streaming. User Target: Aim for a 10% app download rate in the first year. Promotion: Use social media, newsletters, and community events to drive downloads.
A P P M O C K U P S
Local Partnerships & Collaborations
Collaborations: Partner with local businesses, schools, and artists for co-hosted events. Volunteer Engagement: Use the app and website to recruit volunteers (39.9% interest). Pop-up Events: Focus on pop-up events, workshops, and collaborations with local institutions.
Introduction to Long-Term Recommendations.(Jan 2026 and Beyond)
Focus: Long-term sustainability of the app, loyalty programs, and ongoing digital engagement. Goal: Ensure continuous community interaction and growth.
App Optimization & Loyalty Programs
Continuous Updates: Regular updates to app functionality based on user feedback. Loyalty Programs: Offer points for attending events, making purchases, and engaging with the app. Integration: Ensure the app integrates smoothly with the booking system and event management tools.
Community-Driven Digital Initiatives
Book Clubs & Events: 29.7% of respondents interested in online book clubs and cultural events. Digital Content: Regular blog posts, social media updates, and newsletters to keep the community engaged. Collaborations: Continue to collaborate with local businesses for co-branded events.
Digital Storytelling via Email
Preferred Channel: Newsletters (45.2%) for updates and engagement. Targeted Emails: Share behind-the-scenes updates, artist renderings, and community stories. Engagement Strategy: Use storytelling to strengthen community ties and build anticipation.
Continued Engagement
Unified content Calendar: Monitor Engagement: Use social media, website, and app analytics to track performance. A/B Testing: Experiment with different content formats to optimize engagement. Strategy Refinement: Continuously adjust the strategy based on data insights.
Radio and Recording Studio
Survey Insights: Only 8.9% of respondents prefer radio as a communication tool. Recording Studio: Just 10.4% expressed interest in using recording facilities. Conclusion: Radio and recording studios are not aligned with community preferences. Recommendation: Redirect resources toward digital engagement strategies, such as app development and social media.
Proposed timelines for the recommendations
01
Summary: Phased approach covering short-term, mid-term, and long-term recommendations. Next Steps: Launch social media campaigns, begin website/app development, establish partnerships. Vision: Create a sustainable and engaged community through digital tools and partnerships
Conclusion andKey Takeaways
02
03
Thank You!
A presentation by: Safa Hassan, Kaitlyn Evans, Theodore Rajan, Harita Mengu & Victoria Russell
Your content is liked, but only engages if it's interactive. Capture your audience's attention with an interactive photograph or illustration.
Your content is likable, but it only engages if it's interactive. Capture your audience's attention with an interactive photo or illustration.
Your content is liked, but only engages if it is interactive. Capture your audience's attention with an interactive photograph or illustration.
Your content is appreciated, but it only engages if it's interactive. Capture your audience's attention with an interactive photo or illustration.
Your content is liked, but only engages if it is interactive. Capture the attention of your audience with an interactive photograph or illustration.