CONTENTS CONTENTS Foreword Introduction
GOAL 1: Create a Customer-Focused Racing Product -
Summary Recommendations 1.1 Fixtures 1.2 Admissions/Ticketing 1.3 Racecourses Commentary and Detailed Notes 1.1 Fixtures Fixtures & Media Planning
Date of the Punchestown Festival End of Flat Season Two-Tier Fixture List Fixtures Reduction
1.2 Admissions & Ticketing
National Racegoer Database Ticketing
Access & Privilege Cards & Tickets Owners Tickets
Free Admission for Under 18s 1.3 Racecourses
Racecourse Quality Programme Racecourse Improvement Scheme Standards for Audio-Visual Presentation Racecourse Rating Scale Racecourse Development
Shorter Intervals between Races Racecourse Awards in HRI Annual Awards
GOAL 2: Restore and Grow the Levels of Attendance by the Betting Customer at the Racecourse -
Summary Recommendations
Commentary and Detailed Notes On-Course Bookmakers
Marketing Research Summary Notes (Betting) 3 4
5 6
6 6 6 7 3.2 Public Relations
7 7 7 7 7 8
9 9 9
10 10 10
11 11 11 11
12 12 12 12
3.3 Key PR Activity Aims 3.4 Social Media & Web 3.5 Schools Programme/Colleges and Universities 3.6 Ownership 3.7 Commercial Customers 3.8 Market Understanding Appendix A – Stakeholders Meetings 21 22 22 22 23 23 23 27
Appendix B – Racegoers Consultative Forum 39 Submission to Strategic Marketing Group
Appendix C – Attendance Statistics Appendix D – Market Research
13 14
15 16 16
Appendix E – Betting Research Appendix F – Strategic Marketing Group Appendix G – Consultations & Research 43 49 53 57 59
Commentary and Detailed Notes 3.1 Marketing Communications Market Background The Audience
- Golden Silver: Marketing to 50 years+ Advertising Themes
Racing Communications - Points of Entry
- Festival Development - National Hunt Racing - Flat Racing
19 19 19 19
20 20 21 21 21 21 21
GOAL 3: Grow Interest Levels in the Sport – Summary Recommendations
17 18
STRATEGIC MARKETING GROUP REPORT TO HRI BOARD
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