Severndroog Castle, Resilient Heritage Grant

Client: Severndroog Castle Preservation Trust

Dates: 2018

Project: Business and Marketing Planning for Organisational Resilience

Severndroog Castle, a Grade II-listed 18th-century Gothic tower is a heritage site on Shooter’s Hill in south east London. It offers panoramic views across London and a unique visitor experience. As part of an organisational resilience project, Alix Slater Consultancy & Training Ltd worked with Cultural Consulting Network to strengthen the site’s business operations and audience engagement.

Alix led the development of the business and marketing plans, carrying out extensive analysis of visitor behaviour, secondary spending, hire conversion rates, and social media reach to provide baseline data. She assessed the potential of paid-for events, weddings, venue hires, and the café to improve financial sustainability, which informed the operational business plan. With input from a retail consultant, a new retail offer was developed which would work in such a small space.

To support the promotion of these new opportunities, Alix developed a marketing plan focused on increasing audience engagement and improving revenue streams. This included a practical, hands-on guide for volunteers on using social media advertising to extend Severndroog Castle’s reach and attract new visitors. A new brand identity was developed in partnership with us. Alix tested a range of designs on site with the public which informed the final choice. This is still in place today.

This project shows how using audience insights, consultation and piloting, we are able to provide a detailed plan based on evidence to help sites become more efficient and raise their profile.