Reference no: EM132224762

Question 31 Unsaved Your firm, Saint Leo Communications, has been retained to launch a new summer camp for kids interested in environmental sciences and outdoor activities. Enviro Camp is located in an isolated part of central Florida and features environmental science classes, labs, canoeing, kayaking, day hikes and other outdoor activities. The campers live in large, high end tents in groups of four with similar interests. The counselors are all graduate students in the sciences and the instructors are college professors on summer break – both are well paid. The age range is 8 to 14 and is selective in the kids they accept, much like an upper end private school. Your project team is responsible for developing a communication and advertising plan following the questions below. Keep in mind that you need enough detail such that your graphic designer, copywriter and launch team understands your intent, however your report needs to concise and free of “filler and fluff”. Also keep in mind that the firm’s management team is quite expert at running a camp and understanding the sciences, but they have not hired a knowledgeable marketing manager. In many case you will need to explain marketing terminology and concepts. They have asked that you prepare for a meeting with their board and some investors. To do so, you need to answer the following three questions in enough detail that they understand your plans. In order to get the contract to be their marketing agency, you need to explain things thoroughly and use the correct terminology. 1. Market research Part of the marketing plan for the camp is to conduct a market research project. a) Why would the camp’s Board conduct market research? What is the starting point for marketing research (what do we do FIRST)? Think carefully about what you want to accomplish. Briefly define primary and secondary research and describe the difference between the two, giving examples of typical types of each. b) List and briefly describe two sources of secondary research data and two types of primary research that would be relevant to the camp’s launch. Be specific regarding WHY these fit the scenario. 2. Segmentation a. Describe the concept of segmentation and what benefit(s) they might get from having a segmentation plan (why does a firm segment its markets). Be sure you include a description of the three major types of segmentation methods. b). Describe for the Board TWO segments that you believe are going to be the most important. Start by giving each a PERSONA NAME and then describe each in 3-4 sentences. c) For each of the two, identify at least four (4) demographic and four (4) demographic and psychographic traits help define the segment. 3. Marketing communications The CEO wants you to develop an IMC plan for their launch. You know there are several types of Integrated Marketing Communications, however the board members may not be familiar with them. a) List and briefly describe or define FOUR major types that make up the Promotional Mix. b) Select two types of IMC and provide a specific example of an Action Item that applies to the launch of the camp, including why you selected this action item over the many other options available to the board. Be sure to consider target audiences. Provide enough detail so that the board understands what you want to do.