PROJECT OVERVIEW
Bribie Island Butterfly House (BIBH) is a final project for QUT BS11 Master of Business, Major in Strategic Advertising program. The QUT Business School required us to work with related industries and deliver solutions for their marketing and business needs.
BIBH, is a non-profit organization owned by Ray & Delphine Archer who used to be hobbyists in populating butterflies. But as they wanted to turn their passion in supporting families from Africa, they extended their establishment into a tourist destination in Bribie Island, Queensland.
MANAGERIAL PROBLEM
Regardless from support from Queensland goverment and local communities in Bribie Island, BIBH wants to be recognised in Brisbane and Moreton Bay Region. The non-profit organisation addressed the concern about how to approach bus companies, tour guides to bring tourist in their area despite the restrictions of the location.
MARKETING PROPOSAL
The QUT representatives of this project including myself, proposed a 6-month marketing plan for BIBH particularly in approaching coach companies that provide transportation focusing on travel and tours. The team presented internal and external environment including SWOT analysis, competitors as part of the research phase of the project.
The team also developed marketing plan on strategic approach on coach companies and tactics to promote the BIBH to them. The project has structured timeline and benchmarks to measure the success of the campaign
IMPLEMENTATION & RECOMMENDATION
The team provided a marketing outline for BIBH, stages that BIBH must follow to approach coach companies and create long term relationship with them. The team also provided a business proposal template that BIBH can use in sending offers to the coach companies. On the side, the team also recommended some other marketing promotions such as extended services of BIBH such as guided tours with supporting marketing collaterals printed and posted online. Also, the team recommended to do partnerships and associations with other zoos and sanctuaries on Moreton Bay Area to help promote local tourism as well.
