My Roles:
This business is a travel agency that specialises in providing well-organised group tours tailored to various interests and preferences. Group tours are a complex product that requires careful planning, as they involve high levels of communication, specialist knowledge, and meticulous organisation to ensure a smooth and enjoyable experience for all participants.
Communications
Social Media Strategy
Content Creation
Photography
Video
Copywriting
SEO content writing
Web Design
Product development
Database management
My Goals
When I joined I was tasked with achieving three core objectives:
Improve the website
Enhance communications
Revise the marketing strategy
To implement these changes, I adopted a straightforward approach: research, planning, and patience. This process allowed me to deliver meaningful results, and the journey reinforced several key marketing and communication principles that were crucial to the project's success.
The Approach
Research: Gaining a deep understanding of the target audience was crucial, especially as this industry was new to me. To build an accurate picture of the customer base, I employed several methods. These included conducting user surveys, analysing past complaints and thank-you emails, and reviewing customer feedback through comments. Additionally, I joined Facebook groups relevant to the target markets—such as school teachers, farmers, and local history enthusiasts—to gain insights directly from the community.
include examples of survey results:
Complex problems
I encountered some unexpected challenges with this project that I wasn’t fully prepared for.
This company specialises solely in group travel, focusing on two distinct client groups: secondary schools and adult groups.
Secondary schools depend on the company to organise, plan, and deliver safe, unique, and educational tours for up to 160 students. The primary point of contact is typically the teachers, though it is the parents who ultimately fund the trips.
Adult groups, on the other hand, are generally more independent and seek greater flexibility, expecting a well-organised and enjoyable tour experience.
These two groups have very different marketing and logistical needs. Schools require a more B2B approach, with interactions mainly involving teachers and school boards. In contrast, adult groups follow a more B2C model, similar to the typical travel agency customer simply looking to book a trip.
