Case study: Meridian Parks
Through research and stakeholder workshops, dodio identified the core values of the business, and used this to inform the development of an overarching parent brand identity with 6 sub-brands using the same design, language and concept. The parent brand reflected the natural, tranquil landscapes of the parks and sought to elevate the perception of the brand amongst it’s existing and potential customers.
In addition, brand guidelines, corporate stationery and literature were created to help build the brand and ensure quality and consistency across all channels.
dodio researched domain name options and registered several at the client’s request. A suitable hosting package was configured to suit the needs of the client, and the build process ensured the website was safe and secure, protected from internal and external threats. Prior to launch, dodio delivered a comprehensive training programme alongside a tailored user guide for Meridian Parks staff to allow them undertake website changes in-house using the integrated WordPress CMS.
Extensive testing was carried out before launch to ensure optimum performance across all modern web browsers and smart devices. The end result was a modern, responsive website which outwardly reflected the values of Meridian Parks and appealed to its customers, and which continues to function as a pivotal tool in the company’s marketing portfolio.
MARKETING STRATEGY & PLAN
dodio carried out a workshop with key stakeholders to identify potential obstacles and opportunities both within the business and in the market. Customer and competitor research was undertaken to identify target audience needs and the company’s USPs. A marketing plan was then developed recommending which channels would be most effective to achieve the company’s objectives within budget and resource restrictions.
For the first time, we have all our holiday parks operating under one brand and showcased on one website. dodio’s expertise has been pivotal both in helping us articulate our offer to potential customers and in putting the building blocks in place to help us achieve our objectives.