Projects
Here are a few examples of the wide range of interesting projects we have worked on over the last few years.
Review of Visitor Information Provision
Client: Destination Worcestershire
DW wanted to assess the status of visitor information provision across the county. We were commissioned to conduct audits of the 11 Tourist Information Centres (run either by District and Town Councils or volunteer groups), and to survey 50 Tourist Information Points, maintained by 6 Local Authorities. We prepared a report for the management team setting out our findings, and providing outline recommendations for improvement.
Heritage Lottery Fund Bid
Client: The Transport Museum, Wythall
We assisted the Museum’s Trustees with their successful HLF bid, and produced a marketing plan as part of their Audience Development strategy. We also prepared and issued press releases to promote their public events, helping to raise the profile of the museum and boost visitor numbers. In June 2005, the Museum was awarded over £911,000 by the HLF West Midlands to build a new display hall for the Museum’s collection of preserved buses and coaches.
Retail Review within Tourist Information Centres
Client: Heart of Kent Tourism
We were invited by HoKT to undertake a review of retailing within its Tourist Information Centres, with the aim of boosting sales in 4 key locations. We visited Royal Tunbridge Wells, Maidstone, Ashford and Swanley TICs to assess their current retail offer, prepared a detailed report for each TIC, and also delivered an intensive management training session on retail strategy preparation and delivery.
Visitor Profiling Research
Client: Ironbridge Gorge Museums Trust
We were engaged by the Trust to design and conduct a 3-year programme of Visitor Profiling research across 5 of its 10 museum sites in Shropshire. The findings helped ensure that their advertising was correctly targeted, and helped to maximise their marketing budget.
“Rockford Consulting’s deep knowledge and experience of our industry, understanding of customer behaviour and ability to transform data into management information has greatly assisted The Ironbridge Gorge Museums to get closer to our visitors and understand their buying habits”
Paul Gossage, Marketing Manager.
Consultations to inform TIC “Official Partner” Programme
Client: VisitBritain
We worked with Tourism Engineers to canvas views from 15 leading destination partnerships about VB’s draft proposals for a new Official Partner TIC support programme. This involved a series of face-to-face and telephone interviews with senior tourism managers to test demand and refine the concept. It was launched in 2007 achieving great success with now over 200 TIC subscribers.
Interim Marketing Management
Client: Shakespeare Birthplace Trust
We were appointed by the Trust to provide marketing management cover whilst their manager was on 12 months maternity leave. We focused on the delivery of the 2007 Marketing plan for the five Shakespeare Houses in and around Stratford upon Avon, which included re-branding and design of the Houses’ promotional leaflets, and the launch of a new microsite for their visitor market.
Redesign of Website and Trade Brochures for Chinese & Japanese Markets
Client: South Warwickshire Tourism
During a 3 month interim support contract, we project managed the redesign of Shakespeare Country’s Chinese and Japanese language websites www.shakespeare-country.cn and www.shakespeare-country-jp, and accompanying travel trade brochures. We co-ordinated the work of the design agency, copywriter, translation service, web development company and printer to launch this key marketing initiative on-time and on-budget.
Preparation of an Advertising & Promotional Plan for Chilvers Coton Craft Centre
Client: Nuneaton & Bedworth Borough Council
We were asked by the Client to prepare an A&P plan with the core objective to increase visitor numbers to the Craft Centre. The plan, which followed on from our earlier customer research and unit-holder advice visits, was successfully delivered during 2003/04.
