Knowing and Reaching our Audiences Ally Kohler 29 September 2012.

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Presentation transcript:

Knowing and Reaching our Audiences Ally Kohler 29 September 2012

Welcome and Introduction 1. Context for the presentations today and link to site visits yesturday 2. What is our offer/ What are we selling? 3. Who are our audiences? 4. How do we reach our audiences? 5. Are there new opportunities and can we better join up?

What is our offer? Landscape, archaeology, wildlife, historic environment. Our special qualities.

What do we offer? Tranquility, learning, exploration, close to nature. Enjoyment and understanding

What do we offer Adventure and exercise. Over 700km PROW 47,000 hectares access land.

What do we offer? Towns and villages, information and advice

People enjoying Dartmoor – people who live or already visit the area. Our Audiences

People living in towns and cities nearby? Our Audiences

Outdoor enthusiasts in lots of sports. Walking, camping, cycling, canoeing, climbing etc. People who love nature. Our Audiences

What do we want to achieve? Encourage and help people to enjoy and understand our NP (or AONB, or coastline, or country park etc). Spend money! Our bit of countryside. But…. collectively we want everybody to have the opportunity to enjoy the countryside if they want to!

Reaching our Audiences Rangers, information centres, publications, websites, events and activities

Ranger Ralph Club, Guided Walks, Moor to You – outreach vehicle Reaching our audience

Are we always effective? Individually? Collectively as a countryside resource?

Is there a tendency to focus on the place not the people … or the destination not the starting point? Where do we start?

Targeted marketing Place and people : Events and activities with clear target market and established lines of communication - Moor Wool, Ranger Ralph, Heritage Open Days, Haytor Hoppa Specialist groups – through networks and associations, clubs, websites and magazines e.g canoe discussion yesterday MOSAIC

Reaching groups within a geographic area – are we giving a clear message not 5 or 6 Joining up?

Opportunities Bovey Tracey/ Newton Abbot – DNPA/WT/NE/DWT all have sites and events being promoted Plymouth – what are the opportunities (Stepping Stones - will hear more about that ) Moor than meets the eye

RSPB sites, AONB, DWT,WT all partners in one product. The starting point is where people live not where they are going to ! Days out from Exeter – your choices – what is the overall offer and which best fits your needs? What might it look like?

Is there wider potential? Special Interest Groups to special places Canoeists Cyclists Walkers Or do we already do that?

Thank you for listening