The challenge

We have four distinct target markets; surf school, family holidays, adult holidays and school trips. The website amalgamates all the sectors but we were looking at ways to talk to them differently.

Concentrating first on our family holiday customers, we wanted a way to remind them we are here during the shoulder months, when they’re likely to be thinking about booking. I knew that email marketing could be massively beneficial but using self service programmes can be problematic and time consuming, so I pushed this very important aspect of marketing to the back because of not having the time or confidence to set it up.