WTF Is Marketing Strategy Anyway?

Context

Watatunga Wildlife Reserve, located in Norfolk, is dedicated to the conservation of endangered species of deer, antelope, and birds. With a strong ethical and environmental purpose, Watatunga’s mission is to provide a sanctuary for these species while educating visitors about conservation. Accessibility is also a core focus, with wheelchair-friendly tours, accommodations, and other considerations ensuring that everyone can experience the reserve and its unique experiences.

As a growing reserve, Watatunga aimed to boost visitor numbers, increase accommodation bookings, and launch its corporate offerings. They needed a thought-through marketing strategy to increase their visibility and engagement with key target audiences.

Services Provided

Growth Animals provided a range of marketing services to Watatunga, including audience targeting strategy, enhancing brand messaging, website improvements, a new ticketing system (in collaboration with Bilberry Tech), content marketing strategy development and PR and Influencer activity. 

Strategy

Growth Animals worked closely with Watatunga’s team to:

• Audience Targeting Strategy – Identified key audience segments that value ethical, environmental, and accessible travel and experiences, particularly families and those drawn to conservation-focused and inclusive experiences.
• Brand Messaging – Developed messaging that highlighted Watatunga’s commitment to conserving endangered species and providing accessible, inclusive experiences for all visitors, with an emphasis on families enjoying memorable experiences.
• Corporate Offering Launch – Devised a strategy to position Watatunga’s corporate experiences as an ideal setting for team-building and retreats, especially for companies with a focus on sustainability, conservation and accessibility.
• Website Improvement & Ticketing System – Collaborated with Bilberry Tech to enhance the user experience on the website, including the integration of a new ticketing system to streamline bookings and ensure accessibility information is easily found by potential visitors.
• PR & Influencer Strategy – Developed a targeted PR and Influencer strategy to boost visibility beyond Norfolk, particularly among families, nature enthusiasts, and individuals seeking accessible travel options.
• Content Marketing – Supported the creation of an engaging multi-channel content strategy that highlighted both Watatunga’s conservation efforts and its commitment to inclusivity, driving higher engagement and social media reach across owned and earned channels.

Results

The marketing strategy delivered strong year-on-year results, including:

• 18% Increase in Web Sessions – More users visited the site, reflecting growing brand awareness.
• 19% Increase in New Users – The brand effectively reached new potential customers, including families and accessibility-focused travellers.
• 21% Increase in Page Views – Users explored more content, indicating higher engagement.
• 31.6% Increase in Instagram Reach – A significant growth in social media presence, particularly on Instagram, showcasing Watatunga’s increasing visibility and engagement on key platforms.
• New Ticketing System – Streamlined bookings, improving the overall customer experience with accessible options clearly presented.
• Successful Corporate Launch – The new corporate offering attracted several enquiries and bookings, with nature and conservation as a key differentiator.