Narration

Good afternoon and thank you for joining me today. I am here to present the promotional
marketing strategy for an exciting new service called, “Silver Strolls” developed by the Lake
District National Park authority. The project focuses on accessibility, inclusivity and
promoting health and wellbeing for the UK’s ageing population through guided nature
experiences especially for the senior citizens.
In the introduction, the Lake District National Park, one of the most visited in the UK,
welcomes over 16.4 million visitors annually (Lake District National Park Authority, 2023).
Despite the popularity, a significant portion of the population including senior citizens aged
65 and above remains underrepresented in park activities due to accessibility, social barriers
and mobility.
“Silver Strolls” directly addresses this challenge and it is designed as a senior-friendly
initiative offering discounted access as well as guided walls providing, safe, inclusive and
enriching experience in nature. As the UK’s ageing population exceeds 11 million accounting
for 19% of the total population. The service aligns with the broader demographic changes and
the growing demand for wellness as well as societal connectivity among the older adults.
This poster critically applies the key marketing concepts such as STP, the marketing mix and
consumer behaviour towards the dynamic environment. It outlines the comprehensive
marketing plan and addresses both the consumer and organisational impact.
In a rapidly changing marketplace, organisations need to understand and respond to consumer
needs as well as societal shifts. The marketing as well as sales approach used for “Silver
Strolls” reflects the understanding. In relation to the marketing and sales concepts, the seniors
have overlooked tourism marketing strategies. However, they represent the powerful,
growing and loyal consumer groups. This service applies market segmentation to isolate the
over 65 demographic, identifying retirees who seek a meaningful leisure experience with an
improved mental health as well as social connection.
Furthermore, the service will employ a relationship marketing focusing on the long term
customer loyalty. By creating the services for the older adults and promoting inclusivity,
“Silver Strolls” builds brand trust as well as emotional connection. It also applies the sales
concept which mainly prioritises personalisation as well as engagement to increase the
update. For instance, The National Trust’s “Over 50’s Wednesday” significantly boosted
weekday visits by proving the targeted offers for the seniors are effective.
From the societal marketing perspective, “Silver Strolls” promotes not only consumer
satisfaction but also broader societal wellbeing as well as sustainable tourism aligning with
the values as well as environmental goals.
Even under the formulation of the marketing plan, the business plan is built upon the well-
established STP in modern marketing. This segment allows for a highly relevant messaging
and service design ensuring the product market fit. Segmentation divides the market by age,
lifecycle and mobility. Targeting focuses on retirees aged 65+ specifically those who are
interested in health and nature. This implies that “Silver Strolls” will be a safe and enriching
experience for the older visitors highlighting comfort, companionship and inclusivity.
In order to guide implementation, the SMART framework was used which specifies the
launch to be guided along with accessible walks for the seniors. Well, it is quite a measurable
aspect because it will increase senior visitor numbers by at least 15% in the first year.
Further, partnering with the local care homes and senior clubs, it is important to measure the
relevance. The full time bound is to have an implementation by 2026.
Proceeding forward, marketing has powerful implications on both consumers and
organisations. From a consumer perspective, “Silver Strolls” directly improves quality of life
for seniors. It promotes physical activity, allows for a meaningful engagement with reduced
loneliness. For many elderly individuals, this may be their only opportunity to safely
experience outdoor recreation in a supportive environment. I have also focused on the
organisational perspective which states that the Lake District National Park can tap into the
new visitor demographic, increase off-peak visitation and enhance the brand reputation as an
inclusive, communication-focused institution. This alignment of service with evolving social
needs also strengthens the park’s public value and stakeholder relationship. For example, The
National Trust’s “Age friendly” strategy increased elderly engagement and enhanced visitor
satisfaction leading to higher repeat visitation and brand loyalty. I have implied the
theoretical support comes from Kotter’s societal marketing concept which asserts that
companies need to deliver value while improving the consumer as well as societal welfare.
The next part demonstrates the importance of the marketing mix where I have carefully
developed for “Silver Strolls”. The core offering is a curated and guided nature walk
designed for senior citizens including mobility assistance, safe routes and social activities.
With the value based pricing, it includes senior discounts and NHS partner incentives making
the experience financially accessible without compromising quality. I want to say that the
new service process will integrate both online and offline booking options, staff training in
elderly care and feedback systems for continuous improvement. This end-to-end design
ensures quality, satisfaction and trust.
Furthermore, sales campaigns will vary across regions. Urban areas will focus on digital
marketing, senior focused platforms and partnership with care providers. In rural areas,
outreach will involve community events, local senior organisation and church groups.
Collaboration with health services, charities like Age UK, and retirement communities will
help extend reach and reinforce the wellbeing of “Silver Strolls”. This strategic outreach
allows the Lake District to diversify the audience as well as ensure meaningful engagement
across different market segments.
In summary, “Silver Strolls” is more than just a business plan, it is socially responsible and
evidence-based initiatives grounded in social marketing. This service responds to an
underserved market, delivers community value and enhances the mission of sustainable
tourism.
This new venture positions the Lake District National Park as an innovator in accessible as
well as inclusive outdoor experiences ensuring that nature remains open to all regardless of
the age.
Thank you,