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Gilwell Park – Venue re-positioning to the Corporate sector
Assignment
GFG were approached by Gilwell Park (GPCC) to create a two-year Strategic business plan to turn around and halt declining revenues. Our in-depth analysis entailed reviewing both existing markets and sales channels, but also explored new and alternative revenues streams for The Scouts Association’s Centre.
During this 15 day assignment, our consultants investigated and reviewed the following:-
- Undertook qualitative market research on GPCC’s immediate competitors. This included telephone interviews with existing Corporate and Private sector clients
- Investigated the potential income and opportunities to exploit these markets further whilst considering constraints at GPCC
- Invited specialist ‘event management’ agencies to review GPCC facilities and put forward joint collaborative ideas
Output and Results
Our report to the Scouts Association Advisory Board included:-
- A brand repositioning of GPCC to the corporate sector which included the best route for buying and penetrating these markets further
- Associated risks as well as rewards for future investment into GPCC to help them achieve the short and medium-term business objectives
- Implementation of a ‘Sales and Marketing Communication’ plan to increase market share from the Wedding market, Christmas parties as well as market leaders who organise ‘Personnel Development and Training’ programmes.
- Utilising GPCC’s extensive grounds and 30 on-site team-building activities, formulated more effective commercial partnerships to promote Family Fun Days, Bushcraft skills and ‘activity’ days.