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Splore Marketing Final DRAFT

774 East 3300 S 105, Salt Lake City, UT, 84106February 13, 2014 Daniel St. Clair, Kerri Hanes, Shannon Drysdale, David Buckmiller

Table of ContentsExecutive Summary......................................................................................................2Company.........................................................................................................................3History..............................................................................................................................3Philosophy........................................................................................................................3Products, Programs, Services, Facilities, Policies/Procedures...........................................4Organizational Structure and Job Descriptions...............................................................13Historical Marketing Efforts............................................................................................14Image.............................................................................................................................18Climate..........................................................................................................................18Political...........................................................................................................................18Economic/Financial.........................................................................................................18Social/Cultural................................................................................................................19Technological.................................................................................................................19Environmental................................................................................................................19Legal...............................................................................................................................20Consumers...................................................................................................................20Competition.................................................................................................................21National Abilities Center:................................................................................................21Camp Kostopulos............................................................................................................22Segmentation & Targeting........................................................................................26Positioning...................................................................................................................30Marketing Objectives.................................................................................................32Product.........................................................................................................................32Price..............................................................................................................................33Place and Distribution Elements.................................................................35Promotional Plan.........................................................................................................36Evaluation Plan............................................................................................................42

Executive SummarySplore was founded in 1977 as the first organization in Utah to provide accessible recreation for all regardless of ability or income. Splore recognizes the therapeutic value of recreation in the improvement of quality of life and provides quality adventure programming at an affordable rate for those with disabilities and their families.

SPLORE Market Findings:Because of the current enforcement of legislation, there is a growing need for adaptive recreation. Because of the ACA and the enforcement of the ADA regulation, adaptive sports and recreation has seen a large influx of participants.

Proposed Target Market:

The primary target market that Splore wishes to address is termed “Kids and Cul De Sacs”. This population is composed of families with parents that are well-educated, white-collar professionals who work hard, and tend to seek new and exciting opportunities to engage in recreation during vacation times. They are easily reachable with open advertising and have the discretionary income to afford the services that Splore has to offer.

Positioning Strategy:

The positioning strategy that Splore wishes to use is to increase the amount of programs offered by two programs. This strategy will give Splore the ability to market themselves with “new and exciting” opportunities to engage in recreation with them, therefore appealing to the need of the target market by providing new opportunities for them.

Marketing Mix Recommendations:

Recommendations for Splore’s marketing mix includes: unbundling services as the NAC has done, this will increase the ability for participants to customize their experience, and will allow for some programs to be run at a slightly higher cost, and will allow other programs to be run at a lower cost; using social media; increasing the amount of programs run by Splore; marketing with flyers and advertisements; and providing special discounts for booking trips in advance, and/or returning customers.

Company

History:In 1977 Martha Ham, as a therapeutic recreation student, traveled to

California to work with Environmental Traveling Companions (ETC). ETC specialized in helping those with disabilities participate in recreational activities such as river rafting. when Martha returned to Utah, she realized there was no organization similar to ETC. Out of her desire for providing accessible outdoor adventures to all, she organized Splore. less than a decade later, Splore was able to secure land-use permits on Uinta-Wasatch-Cache National Forest land, and sections of the Colorado and Green Rivers. At which point Splore became one of the central non-profit organizations serving individuals with disabilities in the state of Utah.

In the 1990’s Splore’s year round programming expanded and they were able to add climbing, canoeing, snowshoeing, and cross country skiing. These additions greatly increased the amount of participants served. Eventually Splore had expanded so much that a new professional office building was purchased and they moved, this allowed an increased number of paid staff, which created more participants, and increased community partnerships. Currently Splore continues to stay true to its core, mission, and heart in order to continue changing the lives of the clients, volunteers, staff, and the community.

Philosophy:Mission

Splore believes that everyone, regardless of ability or income, deserves the opportunity to live life to the fullest. This is done by honoring the dignity in risk-taking, celebrating the magic of the outdoors, and fostering the spirit of connectedness on every adventure trip.

VisionSplore’s vision is to provide Utah with premier and quality recreation

experiences regardless of ability and/or income by being the leading outdoor recreation provider for those with disabilities in the Salt Lake Valley.Values

Foster a spirit of connectedness: Provide clients, volunteers, and guides with feelings of family, joy, connectedness, and community.

Value each member of this community for the unique contribution they bring to the outdoor experience.

Dignity of risk: Historically, it was thought that to care for someone with disability meant sheltering them from the world. Risk-taking was feared and avoided. At Splore, risk-taking is believed to have great benefits and is an

inherent part of living a full and robust life. Splore manages the risk of adventures, so that every participant can feel empowered and dignified.

Magic of the outdoors: Splore operates in some of the most beautiful locations across the state of Utah. Be inspired while rafting down Westwater Canyon, rock climbing in Big Cottonwood Canyon and back country skiing in the Uinta Mountains.

Products, Programs, Services, Facilities, Policies/Procedures:Splore offers many opportunities for recreation these opportunities include:Open Adventure Trips:

Year round adventure trips that are designed specifically for families, individuals and small groups. The trips change according to the season. Winter cross country skiing, snowshoeing, backcountry skiing and many more options are available.

Pricing: $50 Adult, $45 Youth

Logistics: Location: They take place in different locations throughout the Wasatch

Front and Moab, but depart from Splore’s Salt Lake office (see cover page for location).

Rating: Beginners Length: Varying according to the trip. Dates: Year round. Children under 16 years of age must be accompanied by an adult.

Whitewater Rafting: Rafting trips can be planned in any of six beautiful locations. Trips range from

one to five days and can be customized to any ability level.

Pricing: Daily Fisher Towers Trip: $75 Adults, $68 Youth Overnight Fisher Towers Trip: $250 Adults, $225 Youth Daily Westwater Trip: $175 Overnight Westwater Trip: $425 Ruby & Horsethief Canyons: $495 Ruby, Horsethief & Westwater: $795 Gates of Lodore Trip: $995 Cataract Canyon Trip: $1,095 Labyrinth Canyon Trip: $795

Outdoor Rock Climbing: Seasonal outdoor rock climbing trips are available in Big Cottonwood Canyon

(full and half day options), Little Cottonwood Canyon, and Ferguson Canyon.

Big Cottonwood Canyon (Half Day) provides basic skills teaching of rock climbing

Pricing: $50 Adults, $45 Youth

Logistics Location: Dogwood, Salt Slips and Storm Mountain Rating: Beginner-Intermediate Length: 3 Hours (Half Day) Dates: May-October All instruction, equipment and user fees are included.

Big Cottonwood Canyon (Full Day) Big Cottonwood Canyon offers some of the best climbing in Utah. The

climbing is varied and offers something for everyone. During the trip you will be introduced to the basic skills of rock climbing.


Logistics Location: Dogwood, Salt Slips and Storm Mountain Rating: Beginner-Intermediate Length: 5 Hours (Full Day) Dates: May-October All instruction, equipment and user fees are included.

Little Cottonwood Canyon Climbing Little Cottonwood Canyon is world-renowned for its climbing areas. At Lisa

Falls you can test your skills on the rough granite faces while climbing next to a waterfall.

Pricing $50 Adults, $45 Youth

Logistics Location: Lisa Falls, Little Cottonwood Canyon Rating: Intermediate Length: 3 Hours Dates: May-October All instruction, equipment and user fees are included.

Ferguson Canyon Climbing Trip Ferguson canyon is located just south of Big Cottonwood Canyon. While

they share a common ridge, the climbing and rock is completely different. Ferguson offers diverse climbing in a lush canyon setting.

Pricing

$70 Adults, $65 Youth

Logistics Location: Ferguson Canyon Rating: Intermediate-Advanced Length: 5 Hours Dates: May-October All instruction, equipment and user fees are included.

Indoor Rock Climbing: Within the indoor rock climbing section there are two options for activity

o Indoor Rock Climbing at Momentumo Rock On! Climbing Program

Indoor Rock Climbing at Momentum Year round opportunity that Splore offers in partnership with

Momentum Climbing gym. This adventure provides a rewarding climbing experience year-round.

Pricing: $50 Adult, $45 Youth

Logistics: Location: Momentum Climbing Rating: beginner-intermediate Length: Two hours All instruction, equipment and user fees are included with the price.

Rock On! Climbing Program Rock On! is a six-week, mentor-based indoor rock climbing activity

specifically for youth. It was initially designed for children with Autism Spectrum Disorders, and is now open to any child (ages 5-17) with a disability and their siblings. The program features one-on-one attention and encouragement that allows each child to climb at their own pace.

Pricing: $120 per Youth (for six weeks)

Logistics: Location alternates between Rockreation Climbing Gym and

Momentum Climbing Gym.o Session 1: 1/22 – 2/26 – Rockreationo Session 2: 3/12 – 4/16 – Momentum Sandyo Session 3: 4/30 – 6/4 – Momentum Mill Creeko Session 4: 6/18 – 7/23 – Momentum Sandyo Session 5: 8/20 – 9/24 – Momentum Mill Creeko Session 6: 10/8 – 11/12 – Momentum Sandy

Length: takes place once a week for six weeks from 5:30-6:30 pm or 7-8 pm sessions.

Canoeing:

Jordanelle Reservoir Canoe Trip Just beyond the Park City lies Jordanelle Reservoir. Enjoy a day of scenic

views and fun paddling adventures here. Jordanelle is one of the few bodies of water you can take a dip in, which allows us to teach more advance skills and canoe rescues.


Logistics: Location: Jordanelle Reservoir in Kamas, UT Rating: Beginner-Intermediate Length: 3-5 Hours Dates: May-September All instruction, equipment and user fees are included.

Little Dell Reservoir Canoe Trip Tucked into Parleys canyon you’ll find Little Dell reservoir. Surrounded by

the Wasatch mountains, you will learn basic skills to paddle a canoe. Little Dell is a great venue for learning with lots of places to explore.


Logistics: Location: Parleys Canyon, Mountain Dell Area Rating: Beginner Length: 3 Hours Dates: May-September All instruction, equipment and user fees are included.

Jordan River Canoe Float Journey through the beautiful Salt Lake Valley by canoe. Stretching about

50 miles, the Jordan River offers another way to enjoy recreation in Utah. Spend the day navigating the twists and turns of the river, traveling under trees and bridges, hearing bird calls, and catching views of the Wasatch Mountain Range.


Logistics: Location: Salt Lake Valley Rating: Intermediate Length: 3-5 Hours Dates: May-September All instruction, equipment and user fees are included.

Snowshoeing

Mountain Dell Snowshoe Trip Tucked in Parleys Canyon the Mountain Dell recreation area is a great

place to take beginners. The rolling hills and sunshine provides for a fun day playing in Utah’s winter wonderland.


Logistics: Location: Parley’s Canyon Rating: Beginner Length: 2 Hours Dates: December-April All instruction, equipment and user fees are included.

East Canyon Snowshoe Trip Just beyond the main vein of Parleys Canyon lies East Canyon. As a wider

canyon, it offers ample sunshine to enjoy a casual day of snowshoeing.


Logistics: Location: East Canyon Rating: Beginner Length: 2 Hours Dates: December-April All instruction, equipment and user fees are included.

Millcreek Canyon Snowshoe Trip Millcreek Canyon lies just north of Big Cottonwood Canyon. There are

many options here for snowshoeing. Whether you’re looking for a mellow jaunt or a mountain summit, you can find it in Millcreek Canyon.


Logistics: Location: Millcreek Canyon Rating: Beginner-Advanced Length: 3-5 Hours Dates: December-April All instruction, equipment and user fees are included.

Uinta Mountain Snowshoe Trip An hour and a half outside the city, the Uintas offer endless fun. We’ll

spend the day snowshoeing into the wilderness, stopping for lunch and taking in the majestic views of this high country.


Logistics: Location: Norway Flats Rating: Intermediate Length: Full Day Dates: December-April All instruction, equipment and user fees are included.

Cross Country Skiing:

East Canyon Ski Trip Just beyond the main vein of Parleys Canyon lies East Canyon. As a wider

canyon, it offers sunny days that make it an ideal place to learn the basics of cross country skiing.


Logistics: Location: East Canyon Rating: Beginner Length: 3-5 Hours Dates: December-April All instruction, equipment and user fees are included.

Solitude Nordic Center Ski Trip At the top of Big Cottonwood Canyon lies Silver Lake. When the snow falls

the area turns into a cross country mecca. Groomed trails and tracks lead into the trees surrounding the lake. There is no better scenery to enjoy a day out cross country skiing.


Logistics Location: Silver Lake, Big Cottonwood Canyon Rating: Beginner-Intermediate Length: 3-5 Hours Dates: December-April All instruction, equipment and user fees are included.

Millcreek Ski Excursion Millcreek Canyon lies just north of Big Cottonwood Canyon. During the

winter the US Forest Service closes the upper 4 miles of the road. They also groom the snow, making it a great playground for learning cross country skiing.


Logistics: Location: Millcreek Canyon Rating: Intermediate Length: 3-5 Hours Dates: December-April All instruction, equipment and user fees are included.

Uinta Mountains Ski Excursion An hour and a half outside of the city, the Uinta Mountains offer endless

fun. We’ll spend the day cross country skiing into the wilderness, stopping for lunch and taking in the majestic views of the Uintas.


Logistics: Location: Norway Flats Rating: Intermediate Length: Full Day Dates: December-April All instruction, equipment and user fees are included.

Mountain Dell Cross Country Ski Trip Tucked in Parleys Canyon the Mountain Dell recreation area is a great

place to take beginners. The rolling hills and sunshine provides for a fun day playing in Utah’s winter wonderland.


Logistics Location: Mountain Dell Golf Course Rating: Beginner Length: 2 Hours Dates: December-April All instruction, equipment and user fees are included.

Private Trips:

Splore Specializes in planning private trips and can customize an adventure to fit any group, ability, or goal.

Pricing: $95 per hour for groups from 1-4 people. Custom pricing for overnight and multi-day trips depending on group size.

Logistics: Location: Any location (activities page offers suggestions). Rating: Any skill level. Length: Anywhere from two hours to a week. Date: Any date, however a week’s notice is requested. Have a question? Call us anytime at 801-484-4128 or email [email protected].

The Evolve Project:

An outdoor career-oriented youth leadership course for at-risk and minority teens. The Evolve Project provides semester-long outdoor leadership courses for

teens ages 16 through 18. In addition to learning outdoor recreation skills, teens engage in job-coaching, leadership training, environmental stewardship, and leave-no-trace ethics.

o Target Group: At risk and minority teens between 16 and 18.o Max Applicants: Only fifteen (15) applicants will be selected each

semester to participate.o Dates: Programs run parallel to university’s semesters: spring and fall.o How to Apply? Fill out this form (see below for form) or call 801-484-

4128.

Why this Project? Less than 30% of outdoor participants are ethnic minorities. Additionally,

these populations report lack of gear as a primary inhibitor to outdoor recreation participation. As a fully-supported outdoor experience (including instruction, gear, and transportation), the Evolve Project removes barriers to recreation while fostering a connection to the outdoors and providing career-oriented opportunities in the outdoor industry. Teens will benefit through intensive leadership and outdoor skills training coupled with job coaching and internship placement support.

Program Format During the course, teens will be introduced to a variety of seasonal outdoor

activities: canoeing, rafting, rock climbing, camping, hiking, mountain biking, snowshoeing, and skiing. Teens will meet once a week for the duration of the semester for half and full-day activities. The consistency of the program offers time to develop a skill base in one or more outdoor activities, as well as the experience to foster an awareness and understanding of the outdoors and the natural world.

The outdoor activities will also be coupled with leadership development workshops that focus on building confidence, leading others, emotional intelligence, fostering a “growth” mindset (willing to try new things), and working as a team. Furthermore, an essential element of the Evolve Project is job skills training, job coaching, and internship placement. With the support of key community partners, teens will have the opportunity to meet and learn from professionals and guides in the outdoor industry. Following graduation, those who gain internships will receive job coaching and support from the Evolve Project for the duration of their internship.

Scholarship Options:

To help with funding, scholarships can be applied to any trips for individuals or groups:

In order to assist with the goal of serving anyone wishing to participate, donations and grants are received each year to provide trip scholarships. Through generous donors and foundations, Splore is able to provide nearly $100,000 in scholarships each year.

These scholarships awards can be applied for upon request. Scholarship awards are based upon the following factors:

o Availability of scholarship fundso Assistance amount being requestedo Financial need (based upon the current federal poverty guideline

schedule) The approval process takes 1-3 business days and is as follows:

o Application is received and reviewed by Splore to determine client eligibility

o Splore determines amount of scholarship assistance based on availability of funds and amount requested

o Splore notifies the scholarship applicant and books their trip(s) After the trip

o Those who receive scholarship funding are asked to send in any quotes, photos, and testimonials to share with donors the impact of their donations.

Facility:Office located at 774 East 3300 South Suite 105 Salt Lake City, UT 84106Contact at 801.484.4128

Organizational Structure and Job Descriptions:

Stakeholders:

Owners, employees, customers, volunteers, community members. Corporate Donors: Kuhl, Smartwool, Forest Service, Red Cliffs Lodge, REI, The

North Face, Momentum. Private and public investors, donors, creditors, shareholders. Government: Legislation, organizations organized for those with disabilities

(AAPD, VA). Environmental Groups: BLM, National Parks Service, Forest Service.

Board of Directors:Steve Newton, Chair

*Reports to StakeholdersMarette Monson, Vice Chair

*Reports to ChairHugh Ferguson, Mellisa

Barbanell, Sam Falsone, Ian Percy, Lesly Beck, Andy

Yorkin, Lynn Dixon (Members) *Report to the

Vice Chair

Advisory Board:Steven Ott

Paul Carbone*Report to Chair

Staff:Janine Donald, Office Director *Reports to Hugh Ferguson

Coral Nolen, Office Manager *Reports to Office DirectorErik Bonin, Salt Lake Program Manager *Reports to Office

ManagerBecky Van Horsen. Moab Program

Manager *Reports to Office Manager

Lindsay Malone, Marketing Manager*Reports to Advisory Board

Laura Lambert, Reservation Specialist

Guides *Report to Program Manager(s):Lead Guide, Jason Funk

Katieri Kizer, Quinn Linford, Parker Chapple, Caitilin

Christensen, Tyler Young, Morgan Broussard, Krista

Kowalchik

Health Care Groups: those involved for the care of the individual (Hospitals, emergency response services, and providers of safety and adaptive equipment(s)).

Historical Marketing Efforts

Splore has done a lot to market their programs, a lot of examples exist within local newspapers, and social media. Below are samples of past (and current) marketing efforts.

This poster was made to market an overnight rock climbing trip to the City of Rocks, Idaho. It is difficult to know the reach and impact that this advertisement had, but it has been well designed.

Above is an article posted by the Salt Lake Tribune that highlights the efforts of one of Splore’s employees in bringing smiles to participant faces. It then explains Splore’s need for volunteers and invites all to participate. It is difficult to say how this effort was received, there were no comments posted on the page, and there is no information available to discover the reach it had and subsequent volunteer rates.

Social Media is an ever expanding way of networking and marketing. Facebook is a way that allows individuals to stay connected with current happenings, the more likes a page has, the greater the reach of the page. Splore has 1,420 likes with an average of 46 people “talking about” this simply means the people who have engaged or interacted with some aspect of the page within the week. This indicates that 3% of the individuals who like Splore are being reached by the Facebook page.

This story, written by the “Examiner” shares information about the beginning of the Splore’s “Rock On!” program for the year of 2011. There were no comments left on the page. Once again it is difficult to determine its reach.

http://www.examiner.com/article/splore-indoor-climbing-program-for-children-with-autism-starts-october-25th

This example is very recent. Black Diamond, a huge name in outdoor equipment donated all new winter apparel to the participants at Splore. It is a large effort and has the potential to produce great results for them.http://www.sportballa.com/2014/02/129918/black-diamond-equipment-supplies-splore-guides-brand-new-winter-apparel

Splore partnered with Patagonia and Kirkhams Outdoor Products to provide donations to Splore.http://universe.byu.edu/2013/05/13/kicks-for-a-cause-help-provide-adventures-for-those-with-disabilities/

http://universe.byu.edu/2013/05/13/kicks-for-a-cause-help-provide-adventures-for-those-with-disabilities/

http://www.sportballa.com/2014/02/129918/black-diamond-equipment-supplies-splore-guides-brand-new-winter-apparel

http://www.sportballa.com/2014/02/129918/black-diamond-equipment-supplies-splore-guides-brand-new-winter-apparel



By all of these examples, it is seen that Splore has used a lot of online marketing strategies. They have used partnerships with big organizations and brand names to provide coverage on their efforts and to get their name out there. Because there is very limited data on how far these attempts have reached, it is difficult to know how effective they have been in providing Splore with help in the attainment of their mission, vision, values, and goals.

ImageSPLORE is trying to market itself as the premier adaptive recreation company

in Utah. This objective is being accomplished in various ways. First of all, they have a modern and simplistic website, which is their main advertising tool. Secondly, they use color schemes and language that promote a positive and celebratory view of the company. For example, the colour green (which is the colour of the logo) is associated with hope, spring, and the environment. Lastly, they attempt to promote themselves as friendly by providing brief biographies of all their staff.

Climate

Political:Over the past couple of years, we have seen tremendous political struggles

over the issue of healthcare. This year will be the first year in which the ACA (Affordable Care Act) and expanded Medicaid coverage will being. The political climate in regards to healthcare has never been so volatile. SPLORE is an organization that provides recreation, which has been identified as a critical piece of the goal of rehabilitation to improve quality of life. With more Americans gaining healthcare coverage, we are likely to see an increase in participation as insurance companies are willing to pay for our services. As a 501 (c) 3 organization, a large part of SPLORE’s funding comes in the form of grants and donations. Year to year budget revisions will cause fluctuations in federal grant money. This instability in funding is counterproductive and harmful to the organization as there is no certainty in what they can provide. In addition, there is debate over what services and how much assistance people with disabilities should receive. For example, social security, healthcare, etc. An increase in assistance to these individuals would increase participation in SPLORE activities as people will have more money to spend on recreation. However, a decrease in assistance would decrease participation. Lastly, SPLORE is a 501 (c) 3 and thus receives tax breaks from the government, these are likely to continue.

Economic/Financial:Year to year budget changes in the federal government causes fluctuation in

the grants SPLORE receives. Overall, government spending has decreased especially with the sequestration. This has hindered our ability to provide services and is placing strain on our organization. Furthermore, a large issue that must be

addressed is the economic downturn of 2008. In some areas we are seeing an improvement in the economy, however the large majority of individuals have not recovered. This hinders the organization in multiple ways, first some consumers will not be able to afford higher cost services. In addition, if individuals are experiencing economic problems they eliminate recreation from their budget. Lastly, a large part of the operating budget comes from donations, therefore a downturn in the economy causes a decrease in the donations. To make matters worse, those that have a disability tend to earn less money than those without. Therefore they have less disposable income for things like recreation. In addition, for caregivers it is expensive to finance their dependents healthcare costs. Due to this they are also less likely to spend money for recreation. Lastly, adaptive equipment for people with disabilities is costly for SPLORE. Whilst the cost of older technologies are decreasing, new technologies tend to be prohibitively expensive.

According to data from the 909 Exempt From Income Tax Form filed by Splore, program service revenue from 2010 to 2011 increased from $140,000 to $230,000. This indicates that the current pricing strategy is effective. However, whether this is from increased participation or increased pricing cannot be confirmed by us at the current moment.

Social/Cultural: Currently, most of society does not hold the perception that recreation can be

used as a treatment intervention. This causes fewer people to examine therapeutic/adaptive recreation as a legitimate treatment modality, and further still, fewer people to pay for it. People who have disabilities are especially prone to this attitude, as they often encounter barriers in recreation. Furthermore as a business, we must adapt to changes in the disabled culture. As a result we should adopt people first language and promote positive attitudes towards individuals who have disabilities. Another important factor in the provision of services, is how attractive our programs are. The societal perception of various recreation activities will determine participation in them. Therefore, we must provide activities that individuals wish to participate in. Fortunately for us, there seems to be an increasing trend to participation in outdoor recreation like rock climbing, whitewater rafting, etc.

Technological:A large part of our services lies in the ability to adapt techniques and

equipment to our consumers. For example, providing skiing opportunities through the use of mono skis. Over the past ten years technology has advanced rapidly and we are currently seeing a revolution in adaptive equipment. Computers and software have allowed the creation of increasingly more complicated equipment like the bionic DEKA arm. In addition, through the internet people have the ability to access and view a much wider array of adaptive equipment. Furthermore, it has enabled smaller companies and hobbyists to market their own equipment.

Environmental:As an organization that provides services in the outdoors, we are subjected to

changes in seasons and weather. During the summer and during nicer weather, we are likely to see an increase in participation. In winter people are less likely to recreate outside. Another issue that is beginning to affect our business is climate change. A variable snowpack during winter has led to issues with water levels in our rivers, affecting our whitewater trips.

Legal:The large majority of our programs take place on public lands. Therefore, we

must follow laws that pertain to land use, permits, and regulations. Secondly, we may encounter land use conflicts with other commercial and private parties. In order to avoid this we need to coordinate with other trips and have backup plans. To ensure proper safety standards and minimize liability guides need to be certified by credible organizations. As a minimum every guide must have completed WFR (Wilderness First Responder) as well as any safety standards for their trip. (Swiftwater Rescue for Whitewater Rafting, AIARE for backcountry snowshoeing, etc.)

ConsumersWhat type of customers are they:

SPLORE services a large variety of customers. Most tend to be people with physical, emotional, or cognitive disorders, or combination there of. They are all seeking an outdoor experience, and are using recreation as a treatment. Many times these individuals will participate alongside their family. Currently, most enjoy the whitewater-rafting program the most.

How many are there:In 2010, approximately 2.2 million people lived along the Wasatch Front (Provo,

Salt Lake, Davis, Morgan, Summit, Tooele, Utah, Wasatch, and Weber Counties) which is the most accessible market for SPLORE. Approximately 8.3%, or 176,000 individuals have a disability. However, the majority of them, specifically 91,398, live in Salt Lake County.

How satisfied are they:They are very satisfied. Many of the individuals that participate, become

future clients and participants of SPLORE. Many of the participants tell the company that they didn’t know that they still could do these activities but they were able to accomplish them. When the programs succeed the participants will invite and tell others of the program and it leads to more satisfied consumers.

Competition:

Direct

National Abilities Center:Programs:

The National Ability Center offers a wide variety of programs both seasonally and year-round. Activities include alpine and Nordic skiing, snowboarding, snowshoeing, horseback riding, hippotherapy, indoor rock climbing, swimming, archery, sled hockey, cycling, water-skiing, wakeboarding, kayaking, canoeing, paddle boarding, and challenge course activities.

The National Ability Center activities are divided into program groups. These groups include camps, competition programs, military programs, and sports and recreation programs. Mission: The National Ability Center empowers individuals of all abilities by building self-esteem, confidence and lifetime skills through sport, recreation and educational programs.Facilities:

National Abilities Center/Bronfman Family Ranch and Recreation Center

Richard E. Marriott Program Services Building

Questar Pavilion Peery Scowcroft Equestrian Center Easton Family Archery Range Mountain Center Jordanelle State Park and Reservoir Aquatics Center Park City Ice Arena Additional Community Locations

What they charge:Activity Session CostArchery Summer $420 / $480

Fall $120 / $135Aquatics Summer $90/ $105

Spring $95 Fall $90/ $105

Cycling / Mt Biking Summer $90 $105Fall $120 / $135

Indoor Rock Climbing Summer $80 Fall $80

Water Sports Summer $275 / $320Paddle Sports Summer $20

Equestrian Summer $175/ $210

If adaptive equipment is needed, pricing will increase. Costs vary depending on single participants versus groups.

Whom do they serve:

Individuals of all ages and abilities can take part in the National Ability Center’s programs, including those with orthopedic, spinal cord, neuromuscular, visual and hearing impairments, and cognitive and developmental disabilities. Specially-designed equipment is available for many of the activities. Adaptive saddles, adaptive cycles and customized ski and snowboard equipment, such as bi-skis, mono-skis and outriggers, enable participants to enjoy each activity successfully. In an attempt to eliminate isolation of individuals with disabilities, friends and family members are encouraged to participate alongside athletes and participants.

Camp Kostopulos:Programs:

Camp Kostopulos offers both summer camps and year-round recreational programs. Programs include: fishing, horse riding, swimming, and ropes course.

Campers get the opportunities to participate in camp outs, singing songs, creating arts and craft projects, challenge themselves on the ropes course, make new friends, and renew old friendships.

The Travel Trip Adventures program offers campers a five day trip camp to places such as Grand Canyon, Bryce Canyon, Yellowstone Park, Colorado or Jackson Hole. Activities could include river running, hiking, viewing wildlife, and visiting attractions, this and much more are all part of these trips.

Our year-round recreation program offers several weekly community based activities for people of all ages with disabilities who want to participate in recreation activities located either at Camp K, or in the Salt Lake valley area where they can socialize with others, learn and develop skills helpful for them to become independent. Mission:

The Kostopulos Dream Foundation is dedicated to improving the quality of life for people with disabilities through recreation, education and growth experiences.Facilities:

All facilities and programs are located on Camp Kostopulos campus in Emigration CanyonWhat do they charge:

For the summer camp the cost per child is $405.00 per week. For the winter programs a base fee of $25.00 per activity has been established. Special activities may cost more. Financial aid may be available to those who qualify.When are they open:

Camp Kostopulos is open year-round. It offers most of its programming during the summer season, but they do have programs and activities all year.

Whom can participate:

Kids, teens, and adults with disabilities.

IndirectU-Fit:

University led program for people with cognitive disabilities and their siblings. Children are mentored by University of Utah volunteer students, free of charge. All facilities are located on campus. U-Fit is specifically designed for children ages 3-8. Activities that are provided include swimming, arts/crafts, X-BOX and dancing. Each child is given a mentor, usually a university student, to work with. Children are not required to interact with other U-Fit members. Special Olympics Utah:

Non-profit organization that leads sport programs for people with cognitive disabilities. Locations vary across the Wasatch Front. Cost varies depending on program. Provide year-round sports training and competition on both local and state levels.

Situation AssessmentStrengths: We are one of the most reputable and well known companies that provide recreation services for individuals with disabilities. Our staff are well trained and very knowledgeable about accommodating for these individuals. In addition we offer a wide array of programs which should appeal to a variety of interests. So far we have also been able to raise a large sum of money for the size of our company. Weaknesses: In comparison to our competition like NAC and Camp K we are relatively small. Furthermore they receive more grant money from the government. Our small staff also limits the scope and size of our services. Lastly, our target market, the underserved and people who have disabilities, do not represent a large opportunity for profit. Opportunities: We have the ability to fill the many leisure needs of individuals in Utah and the West. Our target market is not very saturated with competitors and therefore we can capitalize on this by appealing to their needs. This can be accomplished through providing a high number of inexpensive, inclusive, and adaptive recreation options to our target market. Because Splore has a relatively small number of activities that are currently offered, the new activities that are created can be marketed to generate interest in Splore.Threats: There are a few competitors that pose a threat to our company, namely NAC and Camp K. In addition they receive far more grant money and have larger assets than we do. To make matters worse grant money fluctuates, which does not allow us to have a stable operating budget. Additionally, individuals spending habits are determined by the economy. In a tight economy, the amount of money spent on recreation decreases, especially among those of lower income. Lastly, current enforcement of legislation is causing many community recreation facilities to offer increasing amounts of inclusive and adaptive recreation options. These options are often free or offered at very low prices.

Segmentation & Targeting

Segmentation:

As individuals with disabilities and their families have a wide range of needs, understanding the consumer at SPLORE is critical to providing quality services. Because of SPLORE’s mission:

Families with Children

Middle Age Parent Families

(Types Listed Below)

Upward Bound: Upper Income, Well Educated

Families

Multi-Culti Mosaic Mixed Immigrant

Families of ethnicities, Lower

Middle Income

Kids & Cul De Sacs: Upper Middle

income, Suburban families, Married

Big City Blues: Lower Middle Income, Multi

Ethnic, Low Education

Younger Parent Families


Kid Country USA: Lower Middle

Income, Working Class, Large family

size

White Picket Fences: Upper Middle

income, Multi-Ethnic

Family Thrifts: Lower Income, Multi Ethnic, Urban, large family

size

Blue Chip Blues: Middle Income, Bluecollar jobs, Large Families

Older Parent Families


Beltway Boomers: Upper Middle

Income, Educated Blue Blood Estate: Wealthy, Highly

Educated

Empty Nesters: Upper Middle

Income, Highly Educated

[To serve] children and adults with disabilities as well as underserved populations…Our program serve friends, family members, and agency caregivers, allowing families to engage in outdoor recreation adventures together.We decided to segment by family profile. Furthermore, due to various social

and economic pressures as well as health factors, individuals with disabilities remain in the family setting throughout their lives. Therefore, it would not make sense to market to those with disabilities not residing with family/caregivers, as they represent a very small portion of the market and have very little disposable income. Due to various social factors unique to Utah, we will also see a constant growth in the number of families, thus it is a secure market. Lastly, parents are very likely to spend money on their children, as they want to provide them with the best opportunities possible in life.

A drawback to this segmentation strategy is that it is not completely dedicated to serving individuals with disabilities. On the other hand disabling conditions affect every family, thus all can benefit from the services SPLORE provides.Criteria for Targeting:

Target Criteria:

Upward BoundHigh revenue potential therefore help in

reaching mission, very competitive segment

Kids & Cul De SacsWilling to spend money on children,

competitive segment, easily reachable in suburban areas

Multi Culti Mosaic Low revenue potential, large group of individuals, Growing in size

Big City Blues Low revenue potential, increasing in size

Kid Country USALow revenue potential, little

competition and high need for recreation services

White Picket FencesModerate revenue potential, size will remain constant in Utah, relatively

competitive segmentFamily Thrifts Low revenue potential, increasing in

size, high needBlue Chip Blues Low revenue potential, high need, not

very competitive

Empty NestersHigh revenue potential, easily

reachable in sub development, low need, very competitive

Beltway Boomers High revenue potential, low need, very competitive segment

Blue Blood Estate High revenue potential, very competitive

Primary Target Market: Kids & Cul De Sacs Upper Middle Income

People in this category are identified by families with parents aged at 25-54 years old with children. They represent a large ethnic diversity and are mostly well-educated white-collar professionals who work hard, and on their time off seek for new and exciting opportunities to engage in recreation with the whole family.

With well planned targeting these families are very easily reachable and open to advertisement. They mostly reside in suburban areas. Therefore, concentrating efforts in these areas would be most effective.

The Salt Lake area is also an ideal location to target this market. It is one of the most well educated metropolitan areas in the US, with almost 43% having a college degree, thereby housing a large number of white-collar professionals. Furthermore, this number is likely to increase as the governor has set a target of 66% of people earning a college degree by 2020. At the same time, Utah has one of the highest birth rates in the United States ensuring a steady growth in both the size and number of families. As individuals in this target market also have well paying jobs they are able to pay higher rates for services. Furthermore, as well educated individuals they are aware of the benefits of recreation, and thus would be more willing to pay for it.

There is substantial opportunity in the market with its high amount of discretionary income and high growth rate. For our organization, they are the group that could provide the greatest amount of revenue. Unfortunately, there is a lot of indirect and direct competition. They likely do not have the same need as other population groups because they have the means to provide recreation for individuals with disabilities. For example, they would be able to buy a resort ticket and the necessary adaptive equipment for their children without SPLORE. In addition many companies target this group due to their high potential to participate.

Furthermore, this group will provide us with the means to execute our mission. By paying higher prices for services we will be able to use this revenue to fund services for underserved individuals. Secondary Target Market: Family Thrifts

Families in this category are younger and characterized as having low assets and are very ethnically diverse. Most people are blue-collar workers or low level service jobs.

These families are reachable as they live concentrated in certain areas. Thereby advertising in these areas would return profit. As the Salt Lake City area increases in ethnic diversity the size of this group is likely to increase. Furthermore, the economic downturn would also be responsible for their increase in numbers.

As individuals with lower income the profit margin is very thin. Many would likely have to get financial assistance. However, there is very little competition amongst these consumers. Companies, especially recreation companies do not market to them due to the low profitability.

In addition, this is the exact market that aligns with our mission of, “everyone regardless of income or ability deserves the right to live life to the fullest.” They are extremely underserved and do not have the resources to otherwise provide recreation for their children who have disabilities.

SWOT Analysis of Target Markets:

Strengths: SPLORE is a relatively well-known and reputable organization that has maintained this image over the course of our history. We provide exceptional recreation experiences and are able to accommodate for nearly every ability. Therefore, families are ensured a safe and enjoyable experience. Furthermore we operate year round offering a wide range of recreational activities. This accommodates to a wide range of interests. Weaknesses: One of our biggest weaknesses is attracting more affluent consumers to pay for our services. This is likely due to the fact that we orient our strategy towards serving underserved communities. Therefore, we have very little revenue that we can spend to actually target those markets effectively. Opportunities: By creating more options in programming and marketing these “new” options to more affluent consumers, we have the opportunity to increase revenue significantly. This will only aid in our ability to accomplish our mission and vision. Threats: This market is heavily saturated with recreation service products. For example, the NAC, Camp Kostopulos, and various indirect competitors. These organizations offer very similar products like rock climbing, whitewater rafting, etc, however their target market is unknown. Secondly, compared to competitors we have much less revenue to target these individuals. Lastly, government grants fluctuate yearly causing our revenue to fluctuate.

Positioning

From the perceptual map of SPLORE’s programming options, it is clear to see that SPLORE is falling behind on the amount of programming options offered. The programming currently offered is more in line with our secondary target market. It is also clear to see that the National Abilities Center is in a much better position to capture our primary target market. We can see that the National Abilities Center is in a much better position to appeal to our primary target market. If SPLORE were to

increase the variety of programs, it might be possible to appeal to both target markets in a great way.

Something that is not seen on this map is that the National Abilities Center has priced their programs at a very similar price to what SPLORE offers. One reason why this could be is because the National Abilities Center is such a large organization. In fact they earn over 10 times the amount of revenue that SPLORE does, this means they can offer a greater variety of programs at a less expensive price.

Recommendations: Increase the number of programs offered Alter the pricing of programs by increasing the cost of some programs, and

decreasing the cost of others.

Positioning Statement:For the family craving new and exciting recreation opportunities regardless of ability, let SPLORE be your premier option for providing unique and tantalizing adventures designed to challenge your sense of risk taking, and bring your family closer together.

Marketing Objectives:

Increase SPLORE’s customer base in Salt Lake City by 5% within the year of 2014.

The primary target market chosen for the marketing objectives are families with upper middle incomes. Because SPLORE has seen steady growth in their total revenues for the last five years (IRS, Form 990, 2011), it is an indication that SPLORE is in the middle growth to early maturity stage of business development. Those found within the target market are the ideal population to target. Their financial liquidity, access to knowledge and education, and their high social standing, make them quick and informed decision makers. This population is referred to as “Early Majority” and are considered to (Rogers 1962 5th ed, p. 283). Because of the growth experienced during this phase a 5% increase is attainable.

Add two programs to SPLORE’s program offerings within the year of 2014.

According to the positioning statement, the target market prefers to have a variety of activities. SPLORE is far below the competition in the available diversity of activities. Therefore, if SPLORE were to increase the variety found within their programming, it might entice the target market to purchase services from SPLORE. Additionally, because the primary target market is attracted to innovation, bringing two new programs can further entice them to use SPLORE’s services.

Increase Government funding by 1% within the year of 2014.

According to the 2011 IRS 990 forms of SPLORE and their competition, it is apparent that SPLORE receives the least amount of government funding per year compared to their competition (IRS, Form 990, 2011). Increased funding from the government would aid SPLORE in achieving their marketing objectives.

References:

Department of the Treasury, Internal Revenue Service. (2011, January). Form 990. Retrieved from https://bulk.resource.org/irs.gov/eo/2012_10_EO/94-2725250_990_201112.pdf

Product:

Benefits Derived:

Our product is unique in that it provides a wide array of benefits for our customers. At Splore we aim to provide consumers with an overwhelming mastery experience. Through this experience they will acquire greater self-confidence, self-esteem, and a sense of achievement. Furthermore, through socialization with other clients and guides they will acquire the skills needed to effectively socialize in the community. Lastly, we aim to change someone’s lifestyle through the provision of our services, making them more healthy and happy. Many of our competitors do not aim to provide a mastering experience; instead they aim to teach people just skills.

To increase the benefits derived from our product we can do several things. First of all, we should conduct pre-trip meetings for our multi-day trips so that participants can meet each other and know what to expect. This will make customers less fearful upon arrival to the activity and more willing to push their boundaries. Lastly, to show our appreciation we should send a thank you note to all participants.

Positioning:

Our positioning in the market is to provide a consistent experience. We do this through thoroughly evaluating the needs of our customers and listening to their feedback. Thereafter, we change anything that needs to be done to ensure the continued provision of quality programming. The Experience:

The experience of Splore is above all other recreation companies. Our product fulfills many of the psychological needs that our customers are seeking. It is fun, to some participants we provide novelty, and to everyone this outdoor recreation adventures provides stimulation. In addition, through providing services in a group manner we fulfill someone’s need for belonging.

Price

Objective:Our pricing objective is to increase revenue from economically advantaged

populations so that we can provide recreation for underserved populations through scholarships and financial aid.

Assessment of Variables:

History:The history of SPLORE goes back to the 1970’s. Since then, we have seen

major changes in the economy. Therefore, major pricing changes have occurred. According to information from the 909 Income Tax Exempt Form we have seen an increase in revenue between 2010-2011, suggesting a successful pricing strategy. Money received from donations, grants, and program revenue was able to completely offset the costs of providing all programs and increasing assets.

Demand: From the history of increased revenue above, we can deduce that overall

demand for our products is on the increase. However, as an outdoor and tourism organization demand fluctuates drastically, During winter months, we will have demand in different activities such as skiing, snowshoeing, etc. Due to the fact that many of these activities are much more expensive than summer activities, they will be inaccessible or not attractive to many individuals. Furthermore, many people prefer to remain indoors during the cold winter months than participating in outdoor recreation activities. In order to offset costs of winter sports for consumers we can shift financial assistance from summer programs to winter programs.

Not only is demand affected by seasonality, but also by time and day of the week. Due to the fact that many people are at school or work during the weekday, they are more willing to participate in recreational activities during the weekend. Therefore we should implement strategies to encourage participation during weekdays. One way to do this would be to decrease price during weekdays and increase it during the weekend.

Currently, our product seems to be in the early growth stages of its development, which coincides with our target of early majority consumers. Demand for our product will increase.

Competition:Our main competitor in this market segment is the National Ability Center.

They are located in Park City, which may be inaccessible to some due to drive time, cost, and lack of public transportation. They have substantially more assets and government funding than we do. In order to compete with them several measures should be taken. First of all, we should emphasize our mission and the quality of experience with Splore v NAC. Secondly, we could charge certain services by the hour just like the NAC.

Willingness To Pay:Determining how much the market is willing to pay is a difficult assessment

to make without research. However, it seems as though the market is willing to go along with our current pricing strategy, as the increase in revenue suggests. Secondly, our target market of upper middle income families has substantial assets, and therefore they are willing to pay a substantial amount for the right product. In addition, they place a high value on quality family time and positive experiences for their children. There are very few target markets that are willing to pay as much as they, to support the positive development of their families.

Cost:

Our total operating costs for 2011 were $530,000. Of that total amount professional salaries came to $255,000 and miscellaneous expenses (equipment, transportation, etc.) came to a total of $267,000. In the end we had $100,000 profit.

Margin:As a non-profit organization we are not looking to increase our profit margins

for the sake of gaining capital. We will use these margins to invest in equipment, scholarships, and new marketing efforts. .

Determining the Price:In order to accomplish our objectives, we should pursue a combination of

different pricing strategies. First of all to bolster our image of the “premium” recreation provider we should engage in a market skimming/exclusivity strategy for our upper middle income consumers. This will offset the cost of providing services to people who are underserved and are not able to afford recreation services. The downside to this is we must obtain high quality equipment and highly trained employees to ensure that we truly do provide the best experience possible. Secondly, the National Ability Center has unbundled many of their services, charging by the hour or by group size. In order to compete with them we should do the same thing. This would cost people less in some situations, increasing participation, and strengthen our image as it provides people with “customizable” options. Lastly, we should fluctuate prices according to season and time. Across the board weekday trips should cost 10% less than weekend trips. Secondly, we should decrease the cost of snowshoe trips by $5 in order to remain in line with competitors.

Place and Distribution Elements

Physical Sources:

Splore program application forms are found online. Every individual, including staff, client, parents, etc, attending and participating in the program or trip must complete the application. All forms and applications must be turned into a Splore staff member on the day of the program or trip.

Splore utilizes multiple forms of social media for networking and communication among the community. These include:

Twitter: https://twitter.com/sploreutahFacebook:https://www.facebook.com/login.php?next=http%3A

%2F%2Fwww.facebook.com%2Fhome.php#!/pages/Salt-Lake-City-UT/splore/106389212749749

Blog spot: http://splore.org/blog/Email: mailto:[email protected]

Physical Location:

Every individual participating in a Splore program must be willing to travel. All programs, with the exception of indoor rock climbing, take place at different

mailto:[email protected]

http://splore.org/blog/

https://www.facebook.com/login.php?next=http%3A%2F%2Fwww.facebook.com%2Fhome.php#!/pages/Salt-Lake-City-UT/splore/106389212749749



https://twitter.com/sploreutah

locations around the state. Transportation from Splore headquarters is provided, but participants must travel to Splore’s main office which is located in Salt Lake City, UT.

774 East 3300 SouthSuite 105

Salt Lake City, UT 84106All locations are selected by their accessibility to people with disabilities and

proximity to Salt Lake City, UT and Moab, UT, while still being in a “nature” setting. We do not recommend any changes in physical location as they satisfy our needs and mission.

Physical Service Delivery:All of Splore’s staff and guides have gone through the necessary education

and training to ensure the client’s safety. Splore have eight different guides that come from many different backgrounds, but each guide has had extensive training and experience in creating a safe, joyful and memorable experience for Splore clients.

Splore needs to provide a way for trip forms to be filled out and turned in online. This will decrease the chance of participants forgetting their application forms the the day of their Splore adventure. Forms are available online, but must be printed, filled out before the intended trip. Forms are then to be turned into a Splore staff member the day of the trip. Allowing forms to be filled out and submitted online will decrease the chances of potential confusion and complications.

Overall, Splore is able to distribute its services and connect with current, and potential, clients on a virtual level. Splore can increase their connection with participants in a more physical, face-to-face manner. Send representatives from Splore out into the community. This will allow members of the target market to hear about Splore programs from guides and other staff members. Places for potential marketing opportunities can include schools, recreation centers, and other community locations. Sending out representatives also allows for potential participants to make personal connections and friendships with staff members before program reservations are even made.

Promotional Plan

A promotional plan is a form of marketing that presents information about an organization to the consumer and other potential customers. Promotional plans are also used to increase demand of a specific product. Splore’s promotional plan is intended to reach its target market of upper middle class families, and increase awareness about Splore, through five different promotional strategies. These strategies include: schools/life skills agencies, television spots, social media, discounts, and flyers.

Schools & Life Skills Agencies

Supplying flyers and contact information to local schools with special needs classrooms, and agencies that service adults with disabilities, would be a beneficial form of advertisement for Splore. Teachers hold quarterly meetings with parents throughout the school year to discuss students progress and options for summer programs. Teachers would be able to provide parents and guardians with Splores contact information, potentially increasing awareness and participation in Splore programs.

Splore can also partner with local agencies that work with adults with disabilities. It would be easy to distribute flyers among local groups such as TURN Community Services, PARC, Enable Utah, RITES or NES. With permission from parents and guardians, agencies may be able to provide Splore with a email list. Some of these organizations might be willing to partner with Splore for one of their outdoor adventures.

News SpotAdvertising on the local morning news is another way to reach members

of Splore’s target market. Fox 13, a local news channel, sends a representative, usually Big Buddha, out every weekday morning to different locations along the wasatch front to raise awareness and promote local organizations. Contacting the local news to schedule a news spot would allow for Splore to gain attention through the local media. This would allow Splore to let the public know about their organization, what it is they do, and who they serve.

Members of the target market are parents who have children with disabilities are most likely to be awake at 8:00 in the morning. 8:00 AM is when Fox 13 broadcasts the morning news.

Social MediaWith today’s technology, social media has become a main form of

communication and advertising. It is a way for companies and organizations to communicate with hundreds of clients at the push of a button. The different forms of social media used by Splore include: Facebook, Twitter and a blog spot. Families, especially families with young children, use some sort of social media to communicate with friend/family and share photos of their children. It is essential for Splore participants to know about the different forms of social media. The best way for Splore to expand its followers via social media is through their current followers. Splore can use social media to increase participant numbers by using some sort of promotion. An example would be the 100th or 1000th follower on Twitter can get a discount of their next Splore adventure.

DiscountsDiscounts can be an effective way to increase participation. For Splore

discounts opportunities can include a reduced price for booking in advance or a discount for returning customers. Discounts can also be given over social media. As mentioned earlier, the 100th or 1000th follower will receive a reduced price on their next Splore adventure. Another example could be, if a current customer can get 50

of their facebook friends to like the Splore facebook page they will be eligible to receive some sort of discount.

FlyersFlyers and ads are an excellent form of advertisement that can be easily

distributed in newspapers, magazines or at different locations around the community. Based on Splore’s target population, upper middle class families, the best form of flyer/ad distributions would be through magazines and community locations. With technology advancing at a rapid speed, we feel newspaper advertising would not be effective.

Splore, being an outdoor adventure organization, would benefit by advertising in local outdoor adventure and recreation magazines. Magazine examples include: Utah Adventure Journal, Outdoor Utah or Recreate in Utah. Ads in outdoor magazines can possibly increase the number of Splore volunteers.

Posting flyers at specific locations around the community will have the potential of increasing the number of Splore participants. Locations can include local recreation centers that have provide inclusion recreation and adaptive sports. Another potential location for posting flyers would be local schools. Sending flyers home with students in resource or special needs classrooms.

Splore Flyers:The flyer selected for the promotional plan (next page) was chosen for it

outstanding layout. This flyer was both easy to read and provided all the necessary information. It included Splore’s mission statement, programs offered, customer review and Splore’s contact information. This advertisement has everything that Splore is looking for in a promotional flyer.

Evaluation Plan

Measuring Marketing Objectives:Our marketing objectives all have qualitative measures, therefore they will be

easy to track and determine if we have met our goals. For our objective of increasing our consumer base by 5% we can track how many consumers have signed up for our programs by summing the total for all our programs on a table. For example:

Program Name # of ParticipantsRock On! 40Whitewater Rafting 69Outdoor Rock Climb 122Snowshoeing 34Hiking 56Canoeing 157Total 581

Adding two new programs to our offering is simply a measure of creating them and monitoring their success by determining the number of participants that participated in each one. Lastly, we can measure the amount of grant money by seeing how much we brought in. Measuring Success of Promotional Plan:

As with measuring the success of our objectives, the success of our promotional plan can be measured using qualitative measures. Specifically, we can set up a metrics table for each of our promotional plans. We will compare the differences in revenue from the previous year and see if the ROI warranted our marketing plan. By comparing our incremental sales from the previous and our advertising cost we will determine if our advertising strategy worked.

2013 Expenses

2013 Revenue

2013 Profit

2013 Market Share

2014 Expenses

2014 Revenue

2014 Profit

2014 Market Share YOYG

Incremental Sales

Advertising Costs:Discounts Distributed Discounts Redeemed Redemption Rate Cost Per Redemption Total Coupon Cost

Advertising Medium CostSchools & Life SkillsNews SpotSocial MediaGeneral FlyersDiscountsTotal 0

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