Established in 1977, Share Discovery Village, a social enterprise based in County Fermanagh, was founded to provide families with disabled loved ones a much-needed opportunity for a shared holiday experience. Today, Share welcomes up to 70,000 visitors annually, with approximately half coming from marginalised communities.
Darragh Collins, CEO of Share Discovery Village, shares insights into the venue’s successful marketing strategies, which are implemented on a limited budget.
Responding to seasonal change
“We’re mindful of seasonal fluctuations and tailor our offerings to different target audiences. From February to June, we primarily host school groups on residential trips. During the peak summer months of July and August, we welcome self-catering families, campers, and glamping enthusiasts. Throughout the year, we also cater to groups like Scouts, youth organisations, and church groups.”
“By understanding seasonal trends and tailoring offerings, Share Discovery Village maximises visitor numbers throughout the year. This strategy ensures consistent revenue and brand visibility.”
“Our introduction of glamping pods wasn’t just about following trends; it’s about evolving to meet the changing desires of our visitors. We work hard to understand what our visitors want and create new ways for them to enjoy their time here.”
“The launch of our winter ice rink is a great success. When we launched it, we leveraged various platforms to reach a wide audience – the results were phenomenal. Events like these not only attract visitors but also showcase the diverse range of experiences we offer throughout the year.”
Reaching and listening to customers
“Social media, particularly Facebook, is crucial in reaching our target audiences. However, word-of-mouth remains equally important when working within a limited budget. We actively listen to feedback from all our guests to continuously adapt and improve our offerings. This valuable insight helps us grow and better understand our visitors’ needs.”
“We moved to a booking system that has customer relationship management (CRM) functionality. This allows us to communicate with previous and current customers about deals, special offers, and upcoming events.”
Building loyal customers
“We strive to make Share more than just a destination; we aim to create unforgettable memories. For over four decades, we’ve provided recreational activities and learning opportunities for people of all backgrounds and abilities. What truly matters is forging lasting connections with our guests and creating memories that will stay with them long after they leave.”
“While we face financial challenges and are at the mercy of the weather, we focus on what we can control delivering memorable experiences. This commitment keeps our guests returning year after year.”
Building networks to reach new customers
“Networks and connections lie at the heart of our marketing strategy. Approximately 25% of my time is dedicated to building relationships, whether it’s through trade shows, conventions, or partnerships with organisations.”
“These connections with industry professionals, organisations, and potential partners are vital for expanding our reach and attracting new business. The more people who know who we are the greater our chance of growing our organisation.”
Winning awards and recognition
“Our award wins, such as the Fermanagh Herald Business Awards and the Social Enterprise Northern Ireland Awards 2024 , have not only boosted our organisation’s visibility but have also brought numerous benefits. By publicising these achievements across various media platforms, we’ve connected with a diverse audience.”
