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: [email protected]
Website: www.brandopia.typepad.com
“Alan 'Brand' Williamson is the go-to-guy for destination branding”
- Judy Waytuik, Award-winning journalist & broadcaster, Canada
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