South Lakeland

Industry Sector: Holiday Parks

About

The largest North West group of holiday parks with 9 parks across the Lake District, Morecambe Bay and The Ribble Valley. Holiday Parks included White Cross Bay, Fallbarrow, Limefitt, Regent, Ocean Edge.

My Role

Development and execution of online and offline annual marketing programmes for 9 very diverse park locations. Part of the senior management team reporting directly to the CEO. The role here involved the management, development and training of a marketing and central sales team of 6.

Deliverables

  • Management of all external Design, Web, Press, PR, Print Agencies and Mailing Houses
  • Focus of sales teams to meet strict sales targets and manage leads for both holiday home sales and rental bookings
  • Management and constant development of 10 company websites to maximise rental bookings and holiday home sales
  • Online marketing strategy management including; PPC, SEO, Onsite Content, Social Media, Blogs, Link Building, Content Marketing, Re-marketing, Article Writing, Banner Advertising, Third Party Listings and E-Shots
  • Management of a mix of offline techniques such as; Regional and National Advertising, Direct Mail, PR, Targeted Leaflet Drops, Brochures, Video Production, Photography, Design, TV, Radio, On/off Park Shows, POS
  • Integration across various marketing platforms to deliver innovative marketing initiatives that drive revenue for both customer recruitment and retention programmes
  • Commission of research programmes, customer segmentation, data profiling and data purchasing
  • Responsible for close monitoring and reporting of all company activities for budgeting, expenditure and ROI
  • Monitoring of online and offline competitor marketing activity
  • Over 6 years at South Lakeland Parks £36m worth of profit has been generated directly as a result from marketing lead sources alone

Testimonial

Caroline worked for me at South Lakeland Parks, where she was the Marketing Manager for seven years and she contributed significantly to our success. She recruited a strong team and led by example. Online and offline campaigns were developed to generate leads for our short break holiday and holiday home ownership business. She rebranded the business and developed innovative PR strategies raise profile: the most memorable were the “plastic daffodils” at Fallbarrow Park, which got us onto regional TV news and the Daily Mail; our own Olympic torch event in 2012 which raised £5,000 for charity; and a campaign against the imposition of VAT on caravan sales which helped our industry water down the potentially damaging proposals.

She was always innovative and flexible in order to adapt to market conditions, including the recession/credit crunch which depressed discretionary spending. Caroline constantly came to me with new ideas, promotions, offers, products and she closely monitored competitor activity.

NIGEL WIMPENNY – MD AT SOUTH LAKELAND PARKS

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