Montalto Estate Design Tender

Montalto Estate - Design Tender

Your audience

Values & Traits Living life to the full - has time to relax and fully enjoy experiences Family is at the centre; Still feels quite ‘with it’; Well informed; Likes to travel; Sociable Likes • Food – Likes great homecooked food especially tarts, cakesand scones • Quality – likes good quality places to stay and visit. Ideally at a bargain though! Nothing too quirky e.g. tables made from rough wood is not viewedpositively • Enjoys gentle gardening and keeping the home current and attractive Always buys the local weekly paper. Usually buys a daily regional paper such as the Belfast Telegraph or Irish News but at the weekend buys Irish Times, Times orGuardian Online Behaviour • Does not have any social media accounts Although she doesn’t use Facebook and social media she understands it • Browses the internet to find out specific informationespecially for breaks away and holidaysdeals • Has email address and sometimes checks promotionalemails particularly for breaks away and holidays Days Out • Regularly has days out with husband & extended family where there is something for everyone • For ‘childcare’ days out with grandchildren, likes to go somewhere familiar with good facilities forkids • Occasionally meets for a coffee/lunch withfriends • Has National Trust membership, but enjoys going new placesalso The Martins Active Family Pa t in early 40’s Media Consumption • Watches local TV for news • Mainly listens to BBC RadioUlster •

Jenny Mature & Engaged

Fresh & Sociable Mature & Engaged Active Family

Clare Segment: Fresh & Sociable

71 years old (65 to 75 age bracket) Housewife Values & Traits Independence; special time with grown up children; confident in her own skin; feels much younger in spirit th

FS

Values & Traits Kid’s happiness is key; busy lifestyle so simplicity is very important; anything that makes life easier for the parents

Married, now five grandkids! Good disposable income from husband’s pension

Likes

How can Montalto appeal to Jenny: • • Food – Likes the trend of local, healthy and great tastingfood • Wellbeing - looking good and feeling good • To be a bit different / off the beaten track Media Consumption • Watches local TV for news • Mainly listens to BBC Radio Ulster in the morning, occasionally listens to music on Downtown or U105 • Reads wellbeing and interior magazines e.g. Home & Gardens but no publication specific to NorthernIreland • Doesn’t usually buy a daily paper but at the weekend buys Irish Times, Times or Guardian Online Behaviour • Daily user of Facebook mainly to find out what friends and family are doing and keep abreast of trends and news • Has Twitter, Instagram and Pinterest but rarely usesthem • Enjoys browsing the internet especially for breaks away, holidays and clothes, often refers to Trip Advisor • Often checks out options online before buying in store • Checks emails occasionally reading about deals from daily deal sites such as Groupon and Living Social Days Out • 57

Likes •

Good value – wants to be able to have a good day out without it costing the earth. Would like to eat out as part of that where prices allow • Other like-minded families Media Consumption • Watches local TV for news • Mainly listens to Cool FM and Downtown radio • Tends only to buy the local paper but mostly relies ononline news for news Avid user of Facebook mainly to find out what friends and family are doing and what events are on as well as parenting pages and blogs such as Netmums • Has Twitter, Instagram and Pinterest but rarely usesthem • Enjoys browsing the internet especially for breaks away,holidays and clothes, often refers to Trip Advisor • Checks promotional emails regularly reading about deals from daily deal sites such as Groupon and Living Social as well as holidays and breaks away deals and clothing deals, as well as WhatsOnNI and NI4Kids Online Behaviour • • Always looking for new places to go with the family • Value for money is often a determiningfactor • Somewhere that caters for both the kids and theparents: o kids can play independently o together kids and parents can explore/discover/learn o parents can relax Tourism This segment mostly aligns with the Tourism Northern Ireland ‘Family Fun’ segment. Days Out • Frequent days out with immediate family

57 years old (50 to 65 age bracket) Part time accountant working from home Married with 2 kids in 20’s Two high incomes in the household

ME

(Kids up to 12) Full time & Part time employment Married, now two girls Two incomes but little disposable income

Tourism This segment mostly aligns with the Tourism Northern Ireland ‘Mature Cosmopolitan’ segment

AF

Regularly meets up with friends for coffee or lunch and a browse around the shops as a leisure experience. Has become more discerning about where to go as new, more unique places open • Familiar with parks/estates and places to go on an afternoon out • Has National Trust membership but this doesn’t deter from going to other parks and estates Tourism • This segment mostly aligns with the Tourism Northern Ireland ‘Time Together’ segment, but with less emphasis on the romantic element

Communicate with a reassuring, no fuss, confident tone • Guaranteed great homemade tarts, cakes or scones and cup of tea every time theyvisit • Straightforward experience in the café, where the process of ordering and paying iseasy • Friendly and efficient customer service particularly on entry and in thecafé • A range of experiences to take time to enjoy including art & craft, variety in the garden,sculpture • Printed materials or print promotion is key to engage Jenny

How can Montalto appeal to Clare: • Communicate with an uplifting, fresh and confidenttone • Outstanding yet simple, healthy food every time, special enough to create word of mouth • Great surroundings in the café – something unique andedgy • Homeware and giftware for sale that can’t be found elsewhere • Retail experience is unique, set up as a leisure experience, special enough to create word ofmouth • Regular, quality Facebook and email marketingcommunications

We will use these icons to show which of the audiences we are targeting with each artwork.

How can Montalto appeal to The Martins: •

Communicate with a lively and friendly tone • Offer a range of events at key trigger times including Easter andChristmas • Offer ongoing kids activities such as a Junior Gardening Club, themed self-service arts andcrafts • Value for money particularly in entrance fee &food • Café space which is suitable for kids with a truly healthy food option for thekids • Outdoor play as well as opportunities for kids toexplore/discover/learn