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BTEC
PEARSON (PEARSON)
Business 2016 NQF
Unit 2 - Developing a Marketing Campaign
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Activity 1
Introduction:
Cryptic Adventurers Escape Rooms run in the UK and offer escape room
experiences for the general public as well as people who are more well known. They
are a permanent business in a city center and are looking to expand their business.
Their escape rooms last 1 or 2 hours and they charge £30 per person; they also run
their escape rooms for between 4 and 6 people. They have hired me to help them to
achieve this by creating a marketing campaign which will result in the growth and
expansion of their business.
SMART Aims and Objectives:
Overall aim – expand the business
Aim – develop new products
Objective – develop 1 new mobile escape room by June 2020
I have chosen this objective because this will help the business to expand their
business by gaining more customers through a mobile business. Customers are able
to visit Cryptic Adventurers when it is in their town/city as this is cheaper than setting
up a permanent branch. It will help the business to gain customers that can’t get to
their only location of their permanent branch. I have chosen this time frame because
it will take a while to build a mobile escape room that is safe to use. I have made
sure that the objective is SMART so that the business and myself are able to achieve
them easily.
1
,Activity 1
Objective – create 2 new themes for the new mobile escape room by July 2020
I have chosen this objective because it is important that there are new themes within
the mobile escape room as it makes it more of an exclusive experience. It will
interest more customers and make it more appealing to a larger audience. I chose
this time frame as the themes will come in after the mobile escape rooms are made
and we will have to conduct research to know which themes people like. I have
made sure that the objective is SMART so that the business and myself are able to
achieve them easily.
Aim – increase and gain market share
Objective – create 2 offers for all university students by the end of January 2020
I have chosen this objective because the owners of the business are considering this
as an option to support the expansion of their business. In addition to this, it means
that university students are more likely to attend which increases the number of
customers that are coming to escape rooms. This means that the business can
make more profit. I chose the time frame of June 2020 as it will take a shorter
amount of time to create offers for students and doesn’t need a huge amount of
planning. I have made sure that the objective is SMART so that the business and
myself are able to achieve them easily.
Objective – create and hand out 200 leaflets to university students explaining the
offers by the end of January 2020
2
, Activity 1
I have chosen this objective because it is a good way to promote the business as
well as letting university students know the offers that are now available to them.
They will know that they can enter the escape room with some sort of discount
resulting in them being more likely to attend. I chose the time frame of January 2020
as it is relatively easy to create the leaflets and get them delivered. I have made sure
that the objective is SMART so that the business and myself are able to achieve
them easily.
Research Analysis
Competitors
Cryptic Adventurers has many different competitors around them including Houdini’s
Escape Rooms, Exciting Escape Room, Elusion Escape Rooms and Other World
Escape Rooms. There are around 350 competitors which operate 525 venues with
the 10 largest operators having around 25% of the market share. Houdini’s Escape
Rooms have four different locations across the country and offer themes such as
Titanic, Alcatraz and Jurassic Island; their escape rooms last for between 60 and 90
minutes and they charge between £22 and £30. On the other hand, Exciting Escape
Rooms also has four locations across the UK but has 4 different themes of Science
in Virtue, A Hidden Past, Breaking the Law and Spies in Space. Their rooms last for
between 60 and 75 minutes and they charge more for 2 people (£25 for 2 but £18 for
7) and also increase their prices at the weekend. Elusion Escape Room has 4
different themes of Pandora Heist, Seven Sins, Cursed Waters and From Beyond
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