Project Five Trees

Crawley-by-Gatwick's Culinary Quarter

Key Issues

Recession is reducing the overall market Food and energy costs have risen Restaurant profitability is shrinking Crawley suffers from a negative image

But people are still eating out!

Destination Strategy

First, co-operate to expand the market, then compete for a share of a bigger market

Destination Tactics

Expand the market –

From Crawley-by-Gatwick to Greater Gatwick via Gatwick Airport & Manor Royal

Introducing

FIVE TREESCrawley-by-Gatwick's Culinary Quarter

5ive Ceremonial Trees

Five Trees Vision

Greater Gatwick's Culinary Capital

Five Trees Mission

To build a culinary bridge between Crawley-by-Gatwick and Greater Gatwick

Five Trees Viewpoint

Top restaurateurs, chefs and catering staff can be attracted to invest & work in Five Trees

Marketing Plan

Events Direct Marketing

More Personalised Celebrations

Birthdays Anniversaries

Marketing Plan 2

Reward Programme Publicity

Investment

Existing Advertising and Marketing Budget

Small: under 50 covers

Medium: 50-99 covers

Large: 100+ covers

Key Benefits

Increase in overall size of market

Improved market share of each restaurant

Lower marketing costs

More business during off-peak periods

Average spend per customer increased

Quality staff attracted and retained

Higher valuation of Business

ContactAlan 'Brand' Williamson

Brandopia

Gatwick House

10 Tilgate Way

Crawley-by-Gatwick

RH10 5BW

Mobile: 07949 969891

Email: brandopia@yahoo.co.uk

Website: www.brandopia.typepad.com

“Alan 'Brand' Williamson is the go-to-guy for destination branding”

- Judy Waytuik, Award-winning journalist & broadcaster, Canada