YHA–Customer journey case study Yha case study Customer journey
Hi, at Magnify Marketing we think it’s good to share. We have years of experience in the hospitality and leisure industry and have overcome many pitfalls along the way. As industry experts we want to share our learning with you.
We hope you find this and our other case studies of interest and welcome your feedback. Thanks for reading
Paul
Paul Filler Managing Director Magnify Marketing
Magnify Marketing Ltd 23 Kimberley Court Kimberley Road London NW6 7SL
Tel 0207 625 7328 Email paul@magnifymarketing.co.uk Web www.magnifymarketing.co.uk FB www.facebook.com/MagnifyMarketing
A challenging task YHA has over 100 venues offering budget accommodation in some of the most stunning locations throughout England & Wales. The challenge for the organisation is to present a uniform, branded venue when every venue is architecturally different. Many of the venues are even listed, placing restrictions on the usual approach to branding and point-of-sale YHA Bristol
YHA Bath
Magnify’s Approach Magnify reviewed a cross-section of YHA venues around the country and proposed that, to increase customer awareness of the YHA offering, they would need to adopt a focus on a few key messages repeated with increased frequency and displayed impactfully but in accordance with the location and style of building. • The windows became a message vehicle using a special material which can only be seen from one side so the clarity of the view is not compromised. • External marketing boards were used with footfall driving messages. • Flexible pos was wraps were used around posts and even otherwise boring white goods took on a whole new lease of life with adhesive posters. • Screens were introduced internally to convey targeted day part messages. • Flyers. door hangers, free standing pop ups and floor standing light boxes completed the mix. This communication mix of a few key messages has created a dramatic impact in awareness and sales
BEFORE
BEFORE
AFTER
CONTRAVISION ADDED TO WINDOWS, BLACKBOARDS REBRANDED AND NEW A-BOARDS INTRODUCED
INNOVATIVE USE OF SPACE – LARGE PILLAR WRAPS FEATURING KEY MESSAGES SUITED TO THE ENVIRONMENT
BEFORE RECEPTION DE-CLUTTERED AND BOARDS REPLACED WITH CLEAR MESSAGING
AFTER
BEFORE
AFTER Reception decluttered and focus put onto key messagies and size
Even the fridge didn’t escape – an important message delivered in a humorous way
BEFORE
AFTER
Consistent messages on existing A-board and new illuminated doublesided poster display unit
BEFORE
AFTER
BEFORE AFTER ENTRANCE MESSAGING ADDED – USE OF BOLLARD WITH TRIANGLE
AFTER
AFTER
FULL IMPACT EXTERNAL WINDOW CREATIVE
BEFORE
BEFORE
CLEAR SIGNPOSTING IN THE FOOD AREA
AFTER
Magnify Marketing are a customer communications company that specialises in the leisure and hospitality industry. Working with large national Magnifyas Marketing a customer communications chains well asare leading independents company that specialises in the leisure and we offer aindustry. consultative service that will hospitality Working with large national chains as well asresults leadingfor independents, we offer a deliver great you consultative service that will deliver great results for you
www.magnifymarketing.co.uk