INISHOWEN SUMMER GATHERING
MARKETING PLAN
2005
MISSION STATEMENT
To promote an innovative tourist development –The Inishowen Summer Gathering to take place in July 2005. The aim of the festival is to encourage sustainable living practices in an environment that is both educational and fun for all of the family. It is aimed at attracting locals, day-trippers and tourists and will showcase both new and old methods of living that are in harmony with the environment.
Executive Summary
This is the marketing plan for a proposed event –the Inishowen Summer Gathering, which will take place over three days in late July 2005 showcasing green technology, traditional crafts as well as being a fun day out for tourists and families.
This event has not been run before and will rely on funding from the IRDL (Inishowen Rural Development) and associates.
There is a large potential market for this event including day-trippers from Derry, Letterkenny and Rathmullan environs as well as tourists and local families.
This is a new event and marketing will have to be wide and targeted to ensure success.
To be more than a niche market the event will include a wide variety of events over the three days that will cater for both the mainstream market and special interest groups.
If the festival is a success it could become a date in Inishowens social summer calendar.
Inishowen is moving into a new chapter in tourism with the Green Box system being introduced and the festival will promote the interest and momentum for green living as well as providing an entertaining day out.
Contents
Page 1. Mission statement.
Page 2. Executive summary.
Page 3. Contents.
Page 4. 4.0 Marketing environment audit.
4.1 Social.
4.2 Technological.
4.3 Economical.
Page 5. Marketing environment audit cont.
4.4 Political.
Page 6. 5.0 SWOT analysis
5.1 Strengths.
Page 7. 5.0 cont.
5.2 Weaknesses.
5.3 Opportunities.
Page 8. 5.0 cont.
5.4 Threats.
Page 9 +10 6.0 Product
6.1 Inishowen Summer Gathering details.
6.2 Ideas for the three-day event.
Page 11. 7.0 Market identification.
7.1 Personal details of visitors
7.2 Categories of events.
Page 12. 7.3 Other visitor interests.
Page 13. 8.0 Strategy- Product details.
8.1 Pricing.
Page 14. 8.2 Promotion.
Page 15. Bibliography
4. MARKETING ENVIRONMENT AUDIT
4.1 SOCIAL
There are a high percentage of visitors that come to Inishowen because of family connections and friends. People like to come to Inishowen to enjoy getting out of more urban environments. Inishowen is a relaxing holiday destination with its beaches, golf courses, fishing, hill walking and beautiful scenery.
There are tourists from abroad that visit Inishowen. Some are on tour buses that stop in hotels or travel around in camper vans. There are a number of ramblers and golfers that make use of the hostels and residential lettings.
Overseas visitors come to Inishowen from Europe and the United States of America. The O’Doherty Centre in Buncrana caters for a constant stream of visitors who want to find out more about their roots.
Inishowen has a broad range of visitors. Locals use the amenities on offer. Day-trippers from Northern Ireland, particularly Derry, come for fresh air, walking, swimming and visiting local landmarks and places of interest and at times just enjoy being over the border.
The increase in Green Tourism is rising by at least one-third a year in Ireland1 with Inishowen being currently developed as a Green Box Site. The Inishowen Summer Gathering could potentially tap into this market, particularly if developed as an annual event.
4.2 TECHNOLOGICAL
Flights form Derry city airport make visiting the peninsula more accessible, especially for short breaks. Belfast airports are less than two hours away. The ferry from England is also only two hours away, making for a scenic drive to get to the peninsula around the north coast
The peninsula has opened up with the introduction of the ferry services. This has increased the potential number of visitors as this includes people who did not want to travel through Derry to get here. Day-trippers from Fanad could also be targeted as potential clients.
4.3 ECONOMICAL
The sterling/ euro exchange rate is presently favourable for people living in Northern Ireland and England to come over for short breaks and also longer holidays.
1. Statistics collated from the evening with Alan Hill from the Western Tourism Development programme
Ireland is being marketed at home and abroad. Tourism Ireland are spending €50 million promoting the country overseas. Failte Ireland is concentrating on the home domestic market in Ireland. Failte Ireland is implementing specific initiatives such as festivals and cultural events.
The Green Box initiative is to be set up in Inishowen, which will add to the economic stability for the area.
The Green Box will put the peninsula in a position to attract new and existing visitors who will be looking for accommodation and attractions that are environmentally friendly and sustainable. Examples of this are the holiday homes having recycling bins and thermal heat exchangers in their gardens to cut down on energy costs. The homes and B+B’s will have a star rating on how ‘green’ their properties are. Local growers could supply organic vegetables and there will be a collective green purchasing scheme, which will bring together the small businesses in the peninsula. The initiative will be very beneficial to the Inishowen Summer Gathering scheme as companies can showcase their products.
4.4 POLITICAL
The numbers of American tourists are down at present because of the fear of terrorism and poor exchange rate.
Local people around the peninsula are also adopting a short break attitude to holidays, which involves staying around the peninsula and making use of the local facilities.
5. SWOT ANALYSIS
5.1 STRENGTHS
Real rural life. Experience real rural life in unspoiled natural beauty.
Locally grown produce. Farm fresh and organic produce will be on offer.
Proximity to Northern Ireland. This makes Inishowen an ideal location for day-trippers wanting to enjoy a fun and interesting day out in a beautiful location.
Environmentally friendly. The Inishowen Summer gathering is based on environmentally friendly practices that will be sustainable and friendly to the environment as well as tapping into the Green Box initiative.
Eco Tourism. The “Eco –Tourist” is one of the fastest growing segments in the tourism market. A growing number of tourists want to come away from the cities and experience fresh air and beautiful countryside. Inishowen has both of these to offer.
Community event. The event is community based which will strengthen ties with local businesses and the 35,000 residents of the peninsula.
Embracing change. The event will demonstrate new ideas in the environmentally friendly market. This will keep the peninsula at the forefront of change in the fast moving eco-age.
Maintaining local skills. Demonstrations of natural working practices such as basket weaving, hedge laying and thatching roofs will help to keep the traditions alive and ensure that new recruits take over the skills in the years to come.
Family orientated. The event will be centred on the family as well as individuals so the event will ensure that no one in society needs to be excluded from participating in the events.
Accessible to all. The event will be fun for the family as well as educational. The event will be a safe environment for children to express themselves in a creative manner. The event will ensure that it is easily accessible to people with mental and physical disabilities.
Free admission. The event will be free to get in. This will not deter people on low incomes or people who watch their outgoings. The exchange rate should not deter visitors from the North
Trained staff. Local and friendly knowledgeable staff will be on hand to help and advise visitors.
Parking. There will be ample free parking for all of the vehicles that attend the event.
5.2 WEAKNESSES
New and Strange. The event could be seen as a bit of an oddity if publicity isn’t correctly administered. This fact might marginalize the event and discourage people from attending.
Parents taking advantage. The event could turn into a crèche for youngsters if the parents are not in attendance.
New idea to Inishowen. The full extent of the marker potential is not known.
First Time As this will be the first time this event will be run in Inishowen and that this particular team has worked together there could be unforeseen difficulties and glitches.
5.3 OPPORTUNITIES
Bring people together. There is a massive opportunity to bring together people from all over the country who have environmentally friendly skills and products to offer.
Networks New networks could be set up that will link environmental groups together so they do not have to work in isolation. For example members of the group could liaise closely with the environmental group in Moville. The Green Festival in Belfast and the Organic Centre in Rossinver. These places could be contacted when it comes to publicity and recruiting interested parties for the event.
Attractions. The event will be located in a cluster of marketable attractions. Beaches include Lisfannon, Faughan, Linsfort, Binnion and Culdaff. Attractions in the area will include, Dunree Fort, Malin Head and Golf courses. Other draws to the area are, hill walking, horse riding and Tullyarvan Mill and local bars where live music is played.
Summer festivals take place in Buncrana, Clonmany and Carndonagh.
There is plenty of choice for accommodation in the area. This would be particularly useful for people visiting the Festivals who want to enjoy a bit of comfort as opposed to camping. There are also ‘hands on’ farmhouses, where you can muck in with the farmers to look after the animals, self-catering accommodation, hotels, B+B’s and Hostels in Malin, Buncrana.
Access. The Northwest and Inishowen has a much-improved road network. The roads from the airports in Derry and Belfast are excellent. The ferries from Belfast run frequently and ferries from Magilligan’s point and Rathmullan also open up new easily accessible routes into the peninsula.
Exchange. People from European countries will have no need to change currency as we all deal in Euro.
Accessible for people with disabilities. There will be an opportunity to make the event accessible to people with both mental and physical disabilities.
Accessing new niche market. The gathering will open up a new market that is not catered for in this area at present.
Supporting existing attractions. The project will support existing attractions and ancillary services in the area.
Growing market. Green tourism is growing faster than most other areas of tourism. Therefore there is a lot of potential for growth.
5.4 THREATS
Weather. The weather is a key factor for the event. The numbers attending will reduce if it is wet, windy or cold.
Perceived high cost of produce and accommodation. This is the case but we can be seen to give good value for money.
Competition. Other events in the peninsula or farther afield might spread the customer base around the country instead of at the Inishowen Summer Gathering.
The lack of public transport. The lack of public transport might be a disadvantage if the event is located in a more rural area.
The exchange rate on the Euro could fluctuate. This might deter people from Northern Ireland and Europe from visiting Ireland in general. The effect on the event would be a reduced number of potential visitors. Goods and services for sale at the event might be affected, as visitors might be reluctant to spend the money.
Trouble erupting in the North of the country. Trouble starting in Northern Ireland could lead to people being wary about coming to the airports and ferries to get to the peninsula.
Insurance. Perceived high cost of public liability insurance.
6. PRODUCT
6.1 The Inishowen Summer Gathering product details
Purpose. The purpose of the three-day event will be to encourage environmental awareness and activity to help Inishowen become recognised as an Eco-friendly destination.
Time scale. The event will be held in the summer months and will run for either two or three days. This will benefit the arts and crafts that require a long period of preparation such as wattle and daub walls and mosaics.
Clean. The event will have negligible negative environmental impact.
Location. The event will be located in a field near woodland and water away from a main town. This will make the event safer for security in the evenings as it is hoped to be an alcohol free event, so people wont nip to the pub and come back in the evening. (There could be a natural brewing demonstration, but this is to be confirmed)
Covered area. To maximise the potential, the event will include covered areas such as marquees in case of inclement weather.
Fun and games. The event will be aimed at a family market and fun will be a major publicity point.
Practical events. The event will engage people in hands on experiences of natural and healthy practices. . Practical events will include building willow structures, demonstrations of wattle fencing and erecting a hemp lime hut.
Trading market. Market stalls can be set up to accommodate people who have natural products on offer. Areas inside and out can be allocated to people who have skills to demonstrate.
6.2 The ideas for the three-day events are as follows.
Gardening. Organic fruit and vegetables can be on show and for sale. Growing practices can be talked about in informal lectures. Worm farming and composting will be demonstrated throughout the event.
Guided walk. Tours of the surrounding area can be included, incorporating local knowledge of the flora and fauna.
Cookery –Demonstrations using natural foods
Complementary Therapies –A range of products and demonstrations on how to use them will be displayed and demonstrated.
Crafts – Handcraft demonstration and lessons such as wood turning, stone polishing and patchworks will be included.
Marketplace – A market place will be set aside for selling environmentally friendly produce, eco-books, eco-clothes and second hand goods.
Children & Youth. There will be activities targeted at the young such as mosaic construction, kite making workshop and activity games that will introduce the children to the environment. The Inishowen carnival group could give a display.
Active crafts. Crafts for all ages will be demonstrated. Examples will be drumming workshops and puppeteer training.
Central Campfire. Burning wood sourced locally, with an entertainment stage nearby. The stage will have music and shows on throughout the event. Any electricity for the stage can be generated naturally by means of wind turbines or even pedal power.
Slow food. There will be an opportunity to sample organic health food, which could include vegetarian meals as well as burgers made from organic meat.
Demonstrations of Sustainable Energy. Methods of energy saving ideas will be marketed. There will also be an area where visitors can look at new environmentally friendly technology. Examples of this would be Wind turbines, Solar panels and geothermal pipe construction for the garden. Collecting heat from compost heaps could be demonstrated as well. Creating electricity from pedal power. Charging music equipment or computers for demonstration using this method of generating electricity. There will also be and electric car on show.
Water based pursuits. To include swimming, surfing water games and canoeing.
Alternative housing methods. Straw bale houses and wooden construction will be showcased and their practical uses for Inishowen and Ireland discussed.
Environmentally Friendly Toilets. These will be in place around the field and will have no detrimental effect on the environment.
Friendly and responsive staff. Friendly staff workers will be required for the event so a committee will closely monitor and train the staff to care for both the visitors and participants who attend the event.
Camping. Overnight camping facilities with running water.
7. MARKET IDENTIFICATION
7.1 Personal details of visitors
Catchment area. The catchment area to attract visitors to the event will concentrate on the local Inishowen area as well as day trippers from Letterkenny and Derry areas .
Age Group. People from all age groups and social classes would be the potential market. Anyone with an interest about sustainable living will find something of interest at the event. Older people would remember a lot of the local crafts being used. Families of all ages who want a fun day out and want to learn about environmental issues.
Social standing. The potential customer base will range from high-income professionals to low paid and unemployed to students and children.
Other groups that would be attracted to the event would be the Country market networks and the Irish Countrywomen’s Association. Most of the visitors will come by car. Bus services do run through the peninsula and could be utilised by visitors if necessary.
Tourists. Visitors already visiting the peninsula could be attracted to the event.
7.2 Categories of the events
Displays
Representatives from companies who manufacture and distribute alternative energy products will be in attendance. Electricity companies can issue low energy light bulbs and give free advice on reducing the output and cost of electricity in the home or business.
Services
Food. There will be stalls selling food and drink at the Gathering.
Parking will be offered.
Bio- Toilet facilities.
Water
Shelter in case of wind and rain.
Litter bins.
Camping facilities
Workshops
Local crafts. The event will cater for anyone interested in cottage industry crafts. Workshops will be available for people to take part in hands on demonstrations.
Well-being. There will be a full range of workshops focussing on health and well being issues. These will include aromatherapy, cruelty free beauty products etc.
Developers. Anyone doing building work to their property and wants to know about sustainable energy methods can take part in building workshops.
Interactive events
Green Shopping. Shoppers who want to buy organic produce and home made articles such as clothing.
Arts and Crafts. Children taking part in the events, such as mosaic making and kite making.
Live entertainment. People who like live entertainment such as music and performers.
7.3 Other visitor interests
Guided tours
Groups willing to learn about the local flora and fauna will explore the countryside and beaches. The guide will be local and familiar with the area
Day-trippers. This will be people who will call in for a while and head on to other parts of the peninsula.
Fresh air. People who want fresh air will come out for the day.
Peace and quiet. People who want to get away from the hustle and bustle of city life and enjoy green fields, trees and water.
8. STRATEGY-PRODUCT DETAILS
8.1 Pricing
Idea 1. Free admission to the event. The event will be free of any admission charge.
Charges will be made to people who want to participate in workshops such as craft events for children or homeopathy, cooking demonstrations and guided walks in the woods, fields and beach. The stalls that sell products such as homemade cooking, slow food and crafts that will make money from the event can pay a percentage of their earnings to the committee. For example 15% of revenue. Or they could pay a fixed cost depending on the area they took up.
Idea 2 Admission charge on the gate. This could give the event a feeling of value to the visitor. Prices will be reduced for children and senior citizens. Charges will still need to be made for food and products but the demonstrations could be free of charge.
Problem of charging at the gate would be more volunteers needed to take money.
Idea 3 Admission and events could be free but a charge could be made for cars to park.
The event will be funded by grant aid and will be non-profit making. A majority of the costs will be covered by the grant at 100%. One area that will not be covered will be the actual running of the event. The gate charge, car parking, or the charge to stallholders and sellers will cover this shortfall of finances on the day.
8.2PROMOTION
Methods of advertising could be.
Linking in with events already established. Buncrana festival will run at the same time so the advertising could link with theirs
Timed local advertising. Local papers could run adverts and press releases.
Word of mouth. This will be very effective to ensure that the local population is enthusiastic about the event.
Fly posting. Posters in local shops, libraries, supermarkets, leisure centres.
Technology. The use of websites. The What’s on in Donegal section of the Donegal County Council website Dún-na-nGall. Other sites include: goireland.com, trueireland.com,ireland.ie, irelandnorthwest.ie and any other related site. Put adverts on all of the Irish environmental websites. The event could have it’s own site for the event as well.
Notice boards. Advertise in Organic Centre Rossinver, Alternative technology centre. Posters in Health shops in Derry, and Donegal.
Stickers. Stickers for cars saying “I’ve been to the summer Gathering in Inishowen”
Airport. Derry City Airport.
Leaflets. Leaflet distribution door to door or through newspaper delivery. Leaflets could also be targeted to local tourist amenities such as horse riding stables, Dunree Fort, the Famine Village, Glenveagh Castle, golf clubs, hostels and B& B’s.
Press releases Belfast telegraph (press release).
Tourist information centres.
Cafes.
Schools. Target schools before the holidays. Let them know of the event and organise for groups to participate. Methods of participating could be – mosaics, craftworks, volunteers on the day to cater for car parking duties, customer services, advice etc. Including the schools will increase the potential parent attendance.
Newsletters. The Parish newsletter will be an effective method of reaching people in Inishowen and Derry.
Clubs and Societies. The country markets, youth clubs and other clubs and societies in the area could be informed of the event
Radio. Representatives could go on the local radio stations prior to the event to promote the event.
8.3 Location and time of the event
Date for the event
The event will be held in the summer months at the end of July. This will coincide with the start of the local annual holiday leave, school holidays and other festivals such as the Buncrana Festival.
Location for the event
The location of the event will be away from the towns. At present the location of the event has yet to be finalised. But being away from pubs etc will allow structures such as willow structures being built, to remain standing overnight. Security will be in place and this will be at a minimum as there are fewer chances of people vandalising the event.
Tourist Websites
www.trueireland.com
Tourism site
Download the Green Box tourism Plan.
www.Dún-na-nGall.ie
Tourism site
Includes information about the area
www.FáilteIreland.ie
Tourism site
Comprehensive details of Irish tourism
www.goireland.com
Tourism site
Conventional site with some useful maps.
www.ireland.ie
Tourism site
Have some useful maps and a route planner.
www.irelandnorthwest.ie
Tourism site for Cavan/Donegal/Leitrim/Monaghan/ Sligo
Useful if you are planning to visit around the area.
Transportation links
www.buseireann.ie
Bus Eireann
Bus Eireann services most towns in the Northwest.
www.irishrail.ie
National rail system.
www.ulsterbus.co.uk
Bus and rail information for Northern Ireland
Activities and things to see
www.heritageireland.ie
Heritage Ireland
Heritage Ireland offers informative tours of Ireland
www.livingarchitecturecentre.com
Living Architecture Centre
For information on the Alternative Architecture and Energy.
www.theorganiccentre.ie
The Organic Centre
An inspirational place to visit and have a great lunch if the Café is open.
www.aoifeonline.com
Association of Irish Festivals
Check out other festivals happening around Ireland.
Environmental.
