Essays on Integrated Marketing Communication - the Vindolanda Trust Case Study

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The paper "Integrated Marketing Communication - the Vindolanda Trust" is a perfect example of a marketing case study. Situated in Hexam, Northumberland, Vindolanda is a thriving UK-based archaeological site and museum that is run by Vindolanda Trust, which is a charitable trust. The Trust’ s funding originates from visitor’ s contributions and grants and donations from private entities and charities. To continue operation, the company has to attract more visitors and increase revenues from the sale of tickets and financial contributions. Indeed, this forms the basis of this integrated marketing communication plan. This integrated marketing communication plan is targeted at attracting the attention of international visitors, aged between 22 and 55 years.

An underlying objective will be achieving long-term engagement with the age group with the hope that the group will become ambassadors for the Trust’ s activities and to offer support through a financial contribution. The marketing plan is both market-drive and mission-oriented as it consists of a structured tactical approach to use media and marketing in passing the unfailing promotional message to the targeted visitor group (Baker 1998). Essentially, this plan aims to make the Trust’ s integrated marketing communication unique and oriented towards educating the visitors’ group, in addition to building a wider customer and revenue base. Context Current communications activity: Vindolanda Trust currently uses a range of media for promotional purposes, such as through social marketing by engaging social media platforms, such as a blog on the organisation’ s website, (whose content is supplied by the Trust’ s archaeologists), Facebook and Twitter.

The organisation also uses a brochure and a site guide. These have effectively helped to recruit local UK families, schools and the older generation of customers.

However, the media have not been optimised fully to realise the objective of increasing international customers, as they are poorly represented in the visitor profile (Pulendran et al. 2003). The market: Currently, a majority of the Trust’ s visitor group is drawn locally in the UK, with a larger proportion being the residents of Hexam. The organisation has also attained its objective of appealing to the national audience. The UK market has significantly contributed to the growth of the tourism industry in the country and has therefore provided a significant revenue base for the industry.

In any case, the market experiences stiff competition due to a large number of national museums (Travers 2006). The Trust is yet to attain an international appeal, which however offers potential for steady financial growth. Indeed, this trend is supported by statistics that indicate that local visitors contribute some £ 245 million to UK museums (DCResearch 2010). The history museum is among the top five visitor attractions in the UK in 2012, with an estimated 5 million visitors (VisitBritain 2014). The UK tourism sector was estimated at £ 127 billion in 2013, representing about 9 percent of the country’ s GDP.

The tourism sector was further forecasted to grow at an annual rate of around 3.8 percent, through to 2024. By 2025, the industry is estimated to be worth £ 257 billion (Arts Council 2013). At the same time, tourism spending was estimated at £ 113 billion, with some £ 24 billion originating from the spending by international visitors and another £ 89 from the domestic visitors. At the same time, the spending by international visitors is expected to grow by some 6 percent annually compared to 3-percent growth of the domestic visitor spending (VisitBritain 2014).


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DCResearch 2010, The Economic Value of the Independent Museum Sector Association of Independent Museums: Final Report June 2010, viewed 25 Feb 2014,

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