Yha case study – Customer journey YHA Customer journey case study

Hi, at Magnify Marketing we think it’s good to share.

We have years of experience in the hospitality and leisure industry and have overcome many pitfalls along the way.

As industry experts we want to share our learning with you.

We hope you find this and our other case studies of interest and welcome your feedback.

Thanks for reading

Paul Paul Filler Managing Director

Magnify Marketing

Magnify Marketing Ltd 23 Kimberley Court Tel 0207 625 7328 Kimberley Road Email paul@magnifymarketing.co.uk London Web www.magnifymarketing.co.uk NW6 7SL FB www.facebook.com/MagnifyMarketing

YHA has over 100 venues offering budget

accommodation in some of the most

stunning locations throughout England &

Wales.

The challenge for the organisation is to

present a uniform, branded venue when

every venue is architecturally different.

Many of the venues are even listed, placing

restrictions on the usual approach to

branding and point-of-sale

YHA Bristol

YHA Bath

A challenging task

Magnify reviewed a cross-section of YHA venues

around the country and proposed that, to

increase customer awareness of the YHA offering, they would need to adopt a focus on a

few key messages repeated with increased

frequency and displayed impactfully but in

accordance with the location and style of

building.

• The windows became a message vehicle using a special material which can only be

seen from one side so the clarity of the view is

not compromised.

• External marketing boards were used with

footfall driving messages.

• Flexible pos was wraps were used around

posts and even otherwise boring white goods

took on a whole new lease of life with

adhesive posters.

• Screens were introduced internally to convey

targeted day part messages.

• Flyers. door hangers, free standing pop ups

and floor standing light boxes completed the

mix.

This communication mix of a few key messages

has created a dramatic impact in awareness and sales

Magnify’s Approach

CONTRAVISION ADDED TO WINDOWS, BLACKBOARDS

REBRANDED AND NEW A-BOARDS INTRODUCED

BEFORE

AFTER

BEFORE

INNOVATIVE USE OF SPACE – LARGE PILLAR WRAPS FEATURING KEY MESSAGES SUITED TO THE ENVIRONMENT

RECEPTION DE-CLUTTERED AND BOARDS REPLACED WITH CLEAR MESSAGING

BEFORE

AFTER

Reception decluttered and focus put onto key messagies and size improvements

BEFORE

AFTER

Even the fridge

didn’t escape – an

important

message delivered

in a humorous way

BEFORE

AFTER

Consistent

messages

on existing

A-board

and new

illuminated

double-

sided

poster

display unit

BEFORE

AFTER

ENTRANCE MESSAGING ADDED – USE OF BOLLARD WITH TRIANGLE

AFTER

AFTER

BEFORE

FULL IMPACT EXTERNAL WINDOW CREATIVE

BEFORE

AFTER

CLEAR SIGNPOSTING IN THE FOOD AREA

AFTER

BEFORE

Magnify Marketing are a customer

communications company that

specialises in the leisure and hospitality

industry. Working with large national

chains as well as leading independents

we offer a consultative service that will

deliver great results for you

Magnify Marketing are a customer communications

company that specialises in the leisure and

hospitality industry. Working with large national

chains as well as leading independents, we offer a

consultative service that will deliver great results for you

www.magnifymarketing.co.uk