Pure Leisure

Industry Sector: Holiday Parks

About

Pure Leisure operates 6 Holiday Lodge and Caravan Parks in the Southern Lake District with a further 3 in Northamptonshire and East Anglia. Tydd St Giles Golf and Leisure Estate in Cambridgeshire and Bridlington Links Golf and Leisure Estate in West Yorkshire, complete their UK portfolio.

My Role

Whist working in-house for two years as head of marketing the challenge was to turn around this failing marketing department and introduce a strategy, new website, CRM systems and build a marketing team whilst directing the sales and reservations teams to meet strict sales targets.

Deliverables

  • In just two years directly grew profits by £2.13m
  • Turned around a failing marketing department
  • Re-branding exercise focusing on a joint group strategy
  • Overhaul of press adverting programme and monitoring techniques implemented
  • Digital strategy implemented with full in house CMS across 2 key responsive websites in just 6 months
  • Recruitment of a marketing team built from just 1 member to a strong team of 6
  • Introduction of a bespoke CRM system to give accountability which has delivered a 10% uplift in sales in profitability in year one
  • Budget setting for all core areas of the business and ROI monitoring from all marketing spend
  • KPI monitoring for Traffic, Goals, Domain Authority, Unique Visitors, Site Conversion Rates, Bounce Rates, SEO Visibility, PPC (Cost per Click & Cost per Action) etc for effective ROI
  • Successfully introduced PPC, SEO, Onsite Content, Social Media, Blogs, Link Building, Content Marketing, Re-marketing, Article Writing, Banner Advertising, Affiliates, Third Party Listings and E-Shots
  • Management of all external agencies such as Design, Web, Press, PR, Print Agencies and Mailing Houses.
  • Regional and National Advertising, Direct Mail, PR, Targeted Leaflet Drops, Brochures, Video Production, Photography, Design, TV, Radio, On/off Park Shows, POS

Testimonial

MARK MCGARRY – SALES AND OPERATIONS DIRECTOR AT PURE LEISURE

Working with Caroline at Pure Leisure she had to almost start from scratch to modernise the approach to marketing and digital marketing. She produced a comprehensive marketing plan and sold into the board by presenting clear and informative actions needed.

She has a clear understanding of marketing at all levels and could tailor her approach to suit the business needs. Caroline would be great working with small and medium businesses. She is a very focused individual who is a good listener and people person. Business owners would be put at ease by Caroline and feel comforted by her modern knowledge of marketing and digital marketing. Caroline is able to identify the wants and needs of each business and tailor a solution to match.

Caroline’s knowledge of marketing is vast with experience of traditional marketing methods along with digital marketing. She is also very switched on and no matter what the challenge Caroline would have a marketing solution to suit.

MARK MCGARRY – SALES AND OPERATIONS DIRECTOR AT PURE LEISURE

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