Marketing and PR Excellence 2014: Deepdale Farms & Dalegate Market

“We’ve now expanded out marketing discussions and work to include all the businesses in the immediate area”

Name: Deepdale Farms & Dalegate Market
Location: Burnham Deepdale

We’ve diversified a family farm to turn Burnham Deepdale into a major tourism hub on the beautiful North Norfolk coast. As diversification partner, I coordinate marketing of all our tenants. This includes: Deepdale Backpackers & Camping (the camping, glamping, backpackers hostel & group hostel); all the shops of Dalegate Market; Deepdale Cafe; Deepdale Bike Hire and the new pop-up shops, which change weekly.

We run major events including Deepdale Christmas Market, which now welcomes over 10,000 visitors in a weekend. We’ve created over 80 year-round jobs on our site in a village of less than 40 permanent residents. Our facilities support 15 businesses, with more to come.

However, we’ve now expanded our marketing discussions and work to include all the businesses in the immediate area, particularly in the joint villages of Burnham Deepdale and Brancaster Staithe. This includes the hotels, the local churches, the sailing club, the harbour, the National Trust, bird reserves and other organisations who benefit from working together.

The sum of the parts is much greater than each individual organisation. Our primary marketing tools are social media and PR, although we work with the local tourist-focused organisations to encourage joint marketing of the area.

School holidays are busy anyway, as we live in a lovely area, provide excellent accommodation and are popular with holiday makers. The key is to expand the season to quieter times of the year, reminding visitors that the North Norfolk coast isn’t just for sunny days in August.

Jason Borthwick is the diversification partner at Burnham Deepdale

Small Business Showcase - The Guardian