Outdoor Adventures Marketing Plan

CHALLENGE COURSE

Jenny Benedick PRT 507 February 28, 2011

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Table of Contents Executive Summary…………………………………………………………………..…..3

I. Introduction……………………………………………………………………………...4

A. Mission Statement……………………………………………………………...4

B. Organizational Background……………………………………………………4

II. Situational Analysis……………………………………………………………………7

A. Internal Analysis (SW)…………………………………………………………7

B. External Environmental Analysis (OT)……………………………………....8

C. Competitive Analysis………………………………………………..…………9

D. Customer Analysis……………………………………………………………10

E. Target Markets………………………………………………………………..14

III. Marketing Goals and Objectives…………………………………………………..15

IV. Marketing Strategy………………………………………………………………….16

V. Marketing Tactics……………………………………………………………………17

VI. Implementation and Control………………………………………………………..21

A. Action Plan……………………………………………………………….…….21

B. Budget………………………………………………………………………….22

C. Evaluation…………………………………………………………………...…22

Appendix………………………………………………………………………………....23

References……………………………………………………………………………….25

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Executive Summary The mission of Campus Recreation is to provide quality diverse programming, intentionally creating an environment that fosters leadership and social development, healthy active lifestyles and lifelong wellness for the NC State University community. Our commitment to student development and student empowerment is reflected through providing experiential learning opportunities and utilizing collaborative partnerships with academic programs, student organizations, and other university resources to complete the college experience. The Challenge Course and all Outdoor Adventuresʼ programs are designed to develop and empower students. The programs align with the mission of Campus Recreation by giving participants the opportunity to gain valuable skills focused on both team and personal development. Outdoor Adventures is committed to the motto of “Students First”. Outdoor Adventures is going to focus on the target markets of NC State University student groups and local high school students enrolling in the new STEM high school on Centennial Campus. Outdoor Adventuresʼ Challenge Course is approaching the end of the growth stage in the product life cycle. The Challenge Course has recently received funding for a third and final expansion to be completed in the upcoming months. With the expansion of the Challenge Course coming to an end, Outdoor Adventures has positioned itself to offer an improved product. Focused on increasing visibility of the Challenge Course, and the exciting programs it has to offer, Outdoor Adventures will strive to increase participation among NC State University student groups and the new high school students on Centennial Campus. The marketing strategies and tactics will be built around Outdoor Adventuresʼ goals to raise studentsʼ awareness, and increase participation in the Challenge Course recreational programs. Through the use of on online newsletter, a YouTube commercial, additional Web content, price promotions, and new customers, Outdoor Adventures aims to achieve its goals while upholding their commitment to developing students and creating healthy, engaging environments.

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I. Introduction A. Mission Statement

The mission of Campus Recreation is to provide quality diverse programming, intentionally creating an environment that fosters leadership and social development, healthy active lifestyles and lifelong wellness for the NC State University community. Our commitment to student development and student empowerment is reflected through providing experiential learning opportunities and utilizing collaborative partnerships with academic programs, student organizations, and other university resources to complete the college experience.

Recreating today. Preparing for tomorrow.

B. Organization Background *Information provided by NC State University, Campus Recreation 1924 John F. Miller established the NC State University Intramural Athletics program.

Recreational activities offered to students, faculty and staff. 1982 Name changed to Intramural Recreational Sports. The Physical Education Department continued to manage programs. 2002 Intramural Recreation Sports became its own department.

Name changed to Department of Campus Recreation. Carmichael Complex Facilities & Operations and Physical Education became their own departments.

2010 Campus Recreation and Carmichael Complex Facilities & Operations merged.

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People • 14 professional and support staff • 300 student staff Activities • Club Sports - 51 competitive, recreational or combination club sports for students, faculty

and staff, all of which are student-led and student-managed to provide a fun and competitive atmosphere.

• Fitness – More than 55 group fitness classes each week for students, faculty and staff,

including indoor group cycling, mind and body classes, one-on-one and group personal training, fitness assessments, massage therapy, nutritional counseling, a specialized employee wellness program and the TRX functional training program.

• Intramural Sports - team sports, individual/dual sports, and special activities that are

designed to provide organized recreational opportunities. Includes both standard and elite leagues.

• Outdoor Adventures - adventure-based trips, workshops, open pool sessions, belay

clinics, rental equipment, rock climbing, the Challenge Course for team building and leadership development. New programs include the WolfWheels, a bicycle rental program, and the Wolfpack Bound freshman wilderness orientation program held in the Appalachian Mountains or the Outer Banks.

• Special Events - alternative activities in a variety of settings and locations. Activities can

range from golf tournaments and clinics to CPR and First Aid classes. The 2009 RecFest program boasted record attendance with 4,550 participants.

Participation

• 13,199 students, faculty and staff participants, with 7,362 males and 5,837 females • 136,697 total participations in all programming areas in 2009-2010.

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Outdoor Adventures – Challenge Course

The Challenge Course and all Outdoor Adventuresʼ programs are designed to develop and empower students. The Challenge Course has recently received funding for a third and final expansion of the course. After the final expansion is completed, the Challenge Course will consists of 11 elements on the low course, 12 elements on the High Course and various portable elements.

Challenge By Choice encourages respect for one another and promotes making individual choices free of pressure so everyone - regardless of physical ability - can participate.

On-Campus

A ten-minute drive from Central Campus participants can spend an afternoon, full day, or multiple days in the beautiful Schenck Forest growing as individuals and learning valuable team skills.

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II. Situational Analysis A. Internal Analysis (SW) Strengths

• Programs can be custom designed to meet the goals of each individual group regardless of size or type of the organization.

• The Challenge Course has recently expanded by increasing the number of high course

elements and establishing a permanent low course.

• Programs are offered in the natural and scenic location of Schenck Forest, which is conveniently located to a majority of the target market.

• Outdoor Adventures has a large client base to market programs to within the NC State

student community, which adheres to their motto “Students First”. • The Challenge Course being operated by a NC State University, has the ability to offer

discounts to the student groups. • The Challenge Course is a revenue generating department of Campus Recreation.

Weakness

• A large percentage of business comes from one demographic, NC State University student groups.

• Campus Recreation and Carmichael Complex Facilities & Operations recently merged

so departments are going through a re-organization. Workloads and job responsibilities are being restructured and the organizational chart is being revised.

• The perception that a Challenge Course is only for the experienced outdoor

adventurer.

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B. External Environment Analysis (OT)

Opportunities • Recent expansions to the Challenge Course allows Outdoor Adventures the

opportunity to increase program options and accommodate for larger groups.

• Opportunity to increase return business and create customer loyalty. • Increase visibility and understanding of the Challenge Course through enhanced Web

content. • Development of program offerings to the new high school opening on Centennial

Campus, which is a partnership with NC State University.

• High School and college students are looking to diversify themselves beyond the classroom in developing leadership and team building skills.

Threats • The State Budget situation has demanded departments to tighten their budgets, and

scale back spending. • NC State University has seen reduced admission numbers in entering freshmen since

2007.

2010 2009 2008 2007 Entering Freshman 4,558 4,638 4,669 4,791

• There are an increasing multitude of activities and events competing for a studentʼs

time in the high school and college environment. • Fluctuations in the weather such as an extremely cold winter or an exceptionally rainy

fall can affect participation numbers.

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C. Competitive Analysis City of Raleigh Parks and Recreation

The City of Raleigh Parks and Recreation offers customized team building half-day and full-day programs to clients throughout the Raleigh area. The pricing structure fluctuates per group as it is based upon number of participants and facility rentals. Their programs are more mobile and can be brought to a variety of the city park locations for team building experiences. “Facilitators will lead participants through a customized series of group dynamic challenges and activities built around themes and scenarios. Particular focus will be placed on the debriefing session following each activity - this is where facilitators will discuss group process and help translate learning to the workplace. This intensive program is particularly effective for groups undergoing change or experiencing reduced morale or productivity” (City of Raleigh, http://www.raleighnc.gov/). Their programs are built around team building exercises and appear to be targeted more to businesses. The programs are catered to enhancing the working environment and working relationships of employees. They have very limited detailed information available online about program offerings. They offer the same limited information through their Leisure Ledger activity guide. They do not have targeted outreach to students groups. The Web site stated High Ropes Course options are available but I found no information on the current programs being offered. It appears they are in the works to develop a 586-acre area called Forest Ridge, which would include an adventure education center, ropes course, hiking and biking trails, and a variety of other outdoor elements. The project has not begun the construction phase yet. Town of Cary Parks and Recreation

The Town of Cary Parks and Recreation offers team building and leadership programs designed around an organizationʼs goals and individual goals. They have a very thorough Web site of what to expect on the Challenge Course, and a typical itinerary for a program designed around the low course or the high course. They have a structured fee schedule based on per person not group rates. Discounts are available to non-profit groups and Cary residents for half-day and full-day programs. The Challenge Course is located at Fred G. Metro Park and does not appear to offer portable elements to be taken to various other locations.

Past participants come from throughout Wake County but their mission is to serve the community and citizens of Cary. The Town of Cary has a list of some of their past participants, which shows the variety of customers they have reached through their marketing efforts.

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Corporate: IBM, Enterprise Rent-A-Car, Cisco Systems, The Legacy Center, Blue Cross Blue Shield of NC Sports Teams: Carolina Hurricanes NHL Stanley Cup Team, East Coast Eagles Youth Hockey, Middle Creek High School JV Cheerleaders, Marlins of Raleigh Swim Team Churches: Kirk of Kildaire Presbyterian, Saint Andrews Episcopal, Christ Community United Methodist Nonprofit: Cary Chamber of Commerce, RYLA, NC Rehabilitation Center for the Blind, Wake County 4-H Camps: Town of Cary Teen Adventure Camp and Track-Out Camps, Chesterbrook Academy Extreme Scouts: Boy Scouts, Girl Scout, Y- Guides and Indian Princesses Schools: The Raleigh School, Heartwood Montessori, Garner Senior High School, Apex High School Academy of Information Technology, Cary Academy, North Carolina Central University

(Town of Cary, http://www.townofcary.org/) D. Customer Analysis

Current NC State University Challenge Course customers consist of University groups, student groups, faculty, staff, middle school and high school students, community organizations, and local for-profit and non-profit businesses.

Past participants have included students groups such as Housing and Student Government, and business such as Red Hat and Glaxo Smith Kline.

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NC State University Student Demographics

North Carolina State University Enrollment By Gender

Male Female Year Total # % # %

Fall 2009 Enrollment 33,819 18,777 55.52% 15,042 44.48% Fall 2008 Enrollment 32,872 18,344 55.8% 14,528 44.2% Fall 2007 Enrollment 31,802 17,732 55.8% 14,070 44.2%

North Carolina State University Enrollment By Level

Year Undergraduate Graduate Lifelong

Undergraduate Lifelong Graduate Total

Fall 2009 23,392 7,674 1,863 890 33,819 Fall 2008 22,874 7,243 1,867 888 32,872 Fall 2007 22,070 6,826 2,075 831 31,802

North Carolina State University Enrollment By Race

Fall 2009 Enrollment Percent Total

White Non-Hispanic 72.76% 24,606 Black Non-Hispanic 7.99% 2,701 Hispanic 2.82% 953 Asian / Pacific Islander 4.68% 1,582 American Indian / Alaskan Native 0.49% 165 Non-Resident Alien 7.63% 2,579 Race / Ethnicity Unknown 3.03% 1,026 Two or More 0.60% 207 Total 100% 33,819

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Employee Demographics

NC State University All Employees

All Employees 2008 2009 2010 Administration 426 245 253 Faculty 2,132 2,078 2,073 Staff 5,417 5,390 5,381 Post Docs & Vet House Staff 287 269 302 Total Employees 8,262 7,982 8,009

NC State University Faculty

Faculty 2008 2009 2010 Tenured 1,026 1,047 1,047 Tenure-Track 347 322 304 Non-Tenure Track 759 709 722 Total Faculty 2,132 2,078 2,073

NC State University Staff

Staff 2008 2009 2010 Professionals 2,052 2,433 2,448 Technical / Paraprofessional 1,230 765 769 Clerical / Office Support 1,082 1,163 1,127 Skilled Crafts / Trades 354 316 311 Service / Maintenance 699 713 726 Total Staff 5,417 5,390 5,381

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Campus Recreation – Unique Participants

Year Student Student &

Faculty/Staff Student, Faculty/Staff,

& Non-Affiliates 2009-2010 13,199 13,723 16,496 2008-2009 10,873 12,051 N/A 2007-2008 9,660 10,098 N/A 2006-2007 9607 10,036 N/A

Wake County High School Student Demographics

2009-2010 School Year: • Wake County Public School System had 139,599 total students • 23 High Schools with 39,994 students • 18th-Largest School District in the United States • Largest School District in North Carolina

Wake County Public Schools Enrollment By Race

2009-2010 H.S. Enrollment Percent Total

White Non-Hispanic 53.53% 21,408 Black Non-Hispanic 28.26% 11,303 Hispanic/Latino 8.98% 3,593 Asian 5.35% 2,140 American Indian 0.27% 111 Multi-Racial 3.60% 1,439 Total 100% 39,994

Wake County Public Schools Enrollment By Gender

2009-2010 H.S. Enrollment Percent Total

Female 48.84% 19,535 Male 51.16% 20,459 Total 100% 39,994

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E. Target Markets • NC State University student groups • Local high school students, STEM High School on Centennial Campus NC State University students • 18-24 years old • Almost equal percentage of male/female attendance

• Active in the use of social media • Interested in exploring and experiencing new activities • First-time on their own for many students

STEM High School Student (http://stemec.wcpss.net/index.html) • 13-18 years old (first year will only be freshmen 13-15 years old) • Student interested in science, technology, engineering, and math • Motivated and focused since both high school and college classes will be taken

• First-generation students planning on continuing their college education • Wake County area

Outdoor Adventures is part of the Division of Student Affairs, and as an organization is committed to the motto “Students First”. The bulk of participants for the Challenge will come from the target market of undergraduate student groups at NC State University. The Challenge Course and all Outdoor Adventuresʼ programs are designed to develop and empower students. The programs allow participants the opportunity to gain valuable skills focused on both team and personal development. NC State University is committed to serving its students both in the classroom and outside of the classroom. The Challenge Course programs provide an outdoor environment for students to experience unique team building opportunities away from the everyday stresses of life. The Challenge Course operated by NC State University allows the pricing structure of the programs to benefit the students, and give them the best rates. All and any groups are welcome to participate in the Challenge Course programs but the organization is focused on student development first. By establishing a presence at the new STEM high school on Centennial Campus, Outdoor Adventures sets themselves up to expand its programs to 200 plus high school students in five years. Since the new high school is a partnership with NC State University, Outdoor Adventures has an opportunity to make a positive impact on adolescents transitioning into the college environment.

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III. Marketing Goals and Objectives

Outdoor Adventuresʼ goals are to raise studentsʼ awareness, and increase participation in the Challenge Course recreational programs. The programs are offered in Schenk Forest and are custom designed to teach team building and leadership skills. The highly qualified staff raises awareness of the outdoors by creating unique experiences to encourage participants out of their comfort zones. Programs are available to everyone, and designed to appeal to the diverse community at NC State University. Outdoor Adventures is committed to empowering students to grow, and gain valuable skills to be used in everyday life. • Outdoor Adventures will raise awareness of the Challenge Course and increase

participation with NC State University student groups. • Outdoor Adventures will pursue new participants from the STEM high school opening

on Centennial Campus in the fall. Outdoor Adventuresʼ Challenge Course is approaching the end of the growth stage in the product life cycle. The Challenge Course has recently received funding for a third and final expansion to be completed in the upcoming months. With the expansion of the Challenge Course coming to an end, Outdoor Adventures has positioned itself to offer an improved product. With the addition of high course elements and a permanent low course, Outdoor Adventures can offer a variety of programs, and accommodate for larger groups. Focused on increasing visibility of the Challenge Course, and the exciting programs it has to offer, Outdoor Adventures will strive to increase participation among NC State University student groups and the new high school students on Centennial Campus. Outdoor Adventures is a revenue-generating department, and through increased participation they are able to increase profits to maintain quality equipment and programming. Being part of NC State University, Outdoor Adventures has the advantage of offering the best prices to students. Students looking to develop their team building and leadership skills can take advantage of the quality, affordable programs offered by Outdoor Adventures. Within a 10-minute drive, participants can partake in an afternoon, half-day, or multiple day adventure developing valuable life-skills.

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IV. Marketing Strategy

• Outdoor Adventures will raise awareness of the recent Challenge Course expansions and program offerings through enhanced Web content.

• Outdoor Adventures will increase NC State University student group participation to

30+ unique groups a year by raising awareness of the Challenge Course opportunities.

• Outdoor Adventures will increase participation in the current “High Fridays” program by offering a price promotion.

• Outdoor Adventures will develop a program targeting high school students at the new

STEM high school opening in the fall of 2011 on Centennial Campus.

Recreating today. Preparing for tomorrow.

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V. Marketing Tactics

In order to successfully accomplish the marketing strategies the following tactics will be implemented.

Tactic 1 Outdoor Adventures will develop a quarterly newsletter focused on the latest excursions, highlighting past groupsʼ experiences and future events coming up. The newsletter will focus on new programs or training sessions available to the NC State community. An Outdoor Adventures staff member can be introduced in each issue giving the reader a little bit of background information on the program facilitators. The newsletter will be available online and will be sent out quarterly via email blasts. It will aid in creating awareness, which will lead to increased participation of the Challenge Course. (Please see appendix for sample newsletter)

Tactic 2

A YouTube commercial will be created to be displayed on the Web site and to be played on various LCD screens throughout campus. It will be modeled after the MasterCard® “Priceless” Ad Campaign.

Commercial will read as the following.

Tennis Shoes $65.00 Athletic Shorts $30.00 T-Shirt $20.00 A day spent with Outdoor Adventures staff……Priceless! There are some things money canʼt buy, experience the Challenge Course at NC State University. The commercial will draw attention to the Challenge Course in creating awareness.

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Tactic 3 Additional Web site pages will be created to show a promotional video featuring various activities that groups may experience in a typical team building program. Testimonials from past participantsʼ adventures will be included in the new pages.

Also, included in the additional pages will be an interactive map used to show the layout of the Challenge Course and a rollover description of the various elements associated with the course. Learn about the various Challenge Course elements such as a Flying Squirrel, Whale Watch, and Spiderʼs Web. The enhancements will help give the viewer a visual idea of what a challenge course is all about and the variety of groups that participate. Itʼs not just for the experienced outdoor adventurer but available to any group looking to develop team building and leadership skills. The additional information added to the Web site will bring awareness to the Challenge Course and create interest in future participants.

*Sample Map taken from EASTCONN Adventure Coordinators http://www.eastconn.org/EASTCONNAdventure/ropes.html

*Definitions from Adventures Experiences, Inc. http://www.advexp.com/low.html

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Tactic 4 High Fridays is a current program already offered through Outdoor Adventures. For $20 participants are taken out to the Challenge Course on a Friday afternoon “to test your limits” and “push past your comfort zones”. Participants can get up to 30 ft high or partake in a Breath-taker swing!

Any student participating in High Fridays would receive a “Frequent Flyer” $5.00 off coupon to be used on a return visit to High Fridays in the future.

The coupon promotion will be used to encourage repeat business, increase participation, and generate revenue. High Fridays promotes the use of the Challenge Course to individuals not necessarily attached to a student group but who want to experience some of the elements available on the course.

Tactic 5 Outdoor Adventures will develop a program targeting high school students, beginning with the new Wake NC State University STEM Early High School on Centennial Campus. The Outdoor Adventures staff will contact decision makers at the STEM school through email and phone correspondence, in an effort to set up an in-person marketing presentation to school administrators, club advisors and teachers. The marketing campaign will be built around the slogan, “Get Students on Course!”

The partnership between Wake County Public Schools, NC State University, and NC New Schools Project allows students enrolled in the new school to receive a high school diploma, and up to two years of college credit within 5 years. Outdoor Adventures has the opportunity to impact adolescents by providing experiences outside of the classroom - empowering students and developing future leaders of tomorrow.

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The school will be opening in the fall of 2011 with a freshman class of 50 students. Each year a new class of 50 freshmen will be added to the school until it reaches the capacity of 250 students. This will be a pilot project targeting the first 50 students with plans to expand to 250 students in five years. A student attending the STEM school will experience classes at the High School but also attend classes on NC State University campus. Beyond teaching leadership and team building skills, Outdoor Adventures has the chance to get students physically moving in an outdoor environment. This can be very valuable especially to a school, which will be unable to offer athletic teams because of the small size of the school.

Outdoor Adventures will create awareness of the course through flyers and contact with school administrators. By seeking out participants from the new high school, Outdoor Adventures aims to grow participation in the course programs and increase revenue. (Please see appendix for sample flyer)

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VI. Implementation and Control A. Action Plan

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B. Budget

With current budgets cuts pending for North Carolina, the marketing budget will be limited for Outdoor Adventures. Current staff and student interns will complete the work. The YouTube commercial and promotional video will use students to film and edit the material. Any video camera needed, beyond the available departmental equipment, will be rented through the NC State Library Technology Lending Service, http://www.lib.ncsu.edu/techlending/. An amount of $500.00 will be allocated for marketing materials needed for coupons and flyers.

C. Evaluation

A program will be used to track Web site hits to see if the the additional Web site pages are generating increased traffic. A Program such as Google Analytics is free and is used to analyze Web site traffic.

YouTube traffic of the new commercial will be tracked.

The Client Intake Form, already being used by Outdoor Adventures, will add a line for groups to write in how they heard about the Challenge Course at NC State University.

The High Fridays promotional coupons will be collected from participants after they are redeemed, and tallied monthly to see how much repeat business is occuring.

Evaluations forms will be completed at the end of programs to evaluate the quality of the program, and measure if it has met the expectations of the group.

The STEM school program will be measured by if they approve the idea for Outdoor Adventures to market the program to their students.

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Appendix

1. Sample Quarterly Newsletter

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2. Sample Flyer

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References

Challenge Course Elements. Retrieved from Adventures Experiences, Inc., Trinity, TX. Web site: http://www.advexp.com/low.html.

Campus Recreation at NC State University. Retrieved from NC State University, Raleigh, NC.

Web site: http://ncsu.edu/stud_affairs/campus_rec/. Demographics. Retrieved from Wake County Public School System, Raleigh, NC.

Web site: http://www.wcpss.net/demographics/reports/book09/I-overview.pdf.

Diversity at NC State. Retrieved from NC State University, Raleigh, NC. Web site: http://www.ncsu.edu/diversity/demographic/.

EASTCONN's Low Ropes Challenge Course. Retrieved from EASTCONN Adventure, Willimantic, CT. Web site: http://www.eastconn.org/EASTCONNAdventure/ropes.html.

University Planning and Analysis. Retrieved from NC State University, Raleigh, NC. Web site: http://www2.acs.ncsu.edu/UPA/.

Wake NC State University STEM Early High School. (2010). Retrieved from Wake County Public

School System, Raleigh, NC. Web site: http://stemec.wcpss.net/.