Case Study: Camp Wahanowin

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Camp Wahanowin Marketing Plan for 2011 Season Objective and Challenges: Camp Wahanowin will launch a marketing campaign to develop the marketing initiatives and obtain tangible growth on market share and operating profit in 2011 season. Our marketing plan will target campers for the full summer session and focus on campers for the August session in 2011 as well as build up new promotional techniques to increase enrolment in the future. Status Quo and Constraints: Over 50 years, Wahanowin have built strong brand recognition and financial success as a leader in camp industry of Ontario. our success primarily depends on its outstanding brand popularity, broad word – of – mouth “advertising” on its camp programs and excellent performance…show more content…
In 2010 summer, enrolment of July session and August session were at Wahanowin’s 95% and 60% capacity respectively. Therefore, there still are roughly 5% capacity of July session and 40% capacity of August session to be growth room for Wahanowin. Financial position – Over more than 50 years, Wahanowin had earned steady financial success in every fiscal year and reinvested part of its profits in the camp’s facilities and activities. As of September 2010, Wahanowin has sufficient retained earnings and cash to be invested in any profitable projects or marketing campaigns. Program developing and operation – Wahanowin had shown its strong abilities in develop typical and well – recognized camp programs to provide campers opportunities to enjoy the assigned activities or participate in some activities on their choices. The whole relax summer and social activities had shown the campers the tradition of Wahanawin – “giving children the opportunities to establish lifelong friendships, learn new skills, gain an appreciation for the outdoors, achieve independence and be a contributing member of a camp…show more content…
In specific, our market will expand to 3–to-4- hour car drive far away from GTA. Market Mix (4P) – Promotion Introduction of brand new website of Wahanowin - We will invest $5,500 to $8,000 to overhaul our original website which is outdated, aesthetically unappealing and “juvenile” in nature. The process will start immediately and complete within five to seven months. The brand new website will be introduced to customers and run at no incremental costs. Final use of video yearbook – We will use “video yearbook” to send one-hour DVD to our campers. This will be completed by the end of the year 2010 and at budgeted cost in 2010. Introduction of Waha TV system –A new daily videos uploaded online system called “Waha TV system” will replace the original “video yearbook”. Each video have different themes and will highlight various activities, events and camper groups at camp. It targets the parents who will enjoy the videos while their kids are at camp. No initial capital is required and incremental cost is roughly $6,110 per

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