The challenge
Knockhatch Adventure Park, nestled in the heart of East Sussex, continually invests to always provide something new for visitors and to provide incredible value. Over recent years, this has included a brand new zoo, exciting new family rides, a new water splash zone, and the construction of a much-needed car park.
With even bigger investments planned for the coming years, Knockhatch is looking to expand its capacity further. To ensure the attraction can fill these new rides and attractions, they’ve partnered with Agility for the marketing tools they need.
Our strategy
Agility embarked on a comprehensive review of Knockhatch Adventure Park’s marketing strategy, recognizing the importance of getting their existing marketing firing on all cylinders before recommending additional investments. The strategy was twofold: identify areas for immediate improvement to drive short-term results while laying the groundwork for long-term growth.
The first stage was to conduct an analysis of over 50 key performance indicators and benchmark them against visitor attraction norms. This included an assessment of social media reach and engagement, email marketing effectiveness, influencer marketing, cross-selling opportunities, online reputation, and out-of-home advertising. By analysing these metrics, Agility gained valuable insights into the park’s strengths and weaknesses, enabling targeted quick wins to be identified.
Secondly, Agility delved into the park’s visitor data, examining trends, demographics, and geographic reach through heatmapping. A review of web traffic revealed messaging opportunities, while postcode analysis provided crucial insights into the park’s market penetration. In addition, Agility analysed the park’s marketing expenditure, identifying where additional marketing investment could be introduced.
The results
Agility provided Knockhatch Adventure Park with 20 actionable recommendations, all of which were successfully implemented by the park’s team. By the end of the summer season, Knockhatch not only attracted new visitors but also achieved record-breaking visitor numbers.
Specific measurable outcomes included improvements in email marketing performance, with open rates increasing by 40%, and an uplift in social media reach of 80%.
Beyond these immediate successes, the park was positioned for sustained future growth.
40%
Email open rate
80%
Social media uplift
“After significant investment in new play barns, rides, and zoo enclosures, we partnered with Agility to refine our marketing team’s skills and resources. Their insights and recommendations for our social media campaigns, email newsletters, on-site advertising, and website proved to be a wise investment. The results have been clear and immediate, with increased visitor numbers and over 2 million META impressions in the last 90 days!”
Chris Beveridge, Knockhatch Adventure Park
