Explore All Limits

Explore All Limits-Marketing Plan Chalese Meyer, Rashel Fox, Jessica Forsdick PRT Marketing 3211 5/2/13

Explore All Limits Marketing Plan Table of Contents

Explore All Limits

Company Overview...........................................................................................page 3

Situation Analysis.............................................................................................page 6

Needs Assessment.............................................................................................page 7

SWOT Analysis of Company............................................................................page 8

Market Research...............................................................................................page 9

Data Collection................................................................................................page 11

Marketing Mix and Design.............................................................................page 12

Promotional Plan.............................................................................................page 13

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Company Overview:
Mission: To inspire people of all ages and all abilities to go out and be involved in nature and get a greater understanding of themselves and their environment through challenge and adventure, while building character and learning leadership skills. Vision: Explore All Limits is inspired to become diverse and accepting of all ages and abilities through outdoor adventure. Values: Respectful- Treat everyone as equals. Compassionate- Demonstrate concern of peoples physical and emotional capabilities along with generosity, and service to others. Integrity- Be honest and accountable for your decisions and actions.

History: Explore All Limits (EAL) was founded in 2011. The three founders were backpacking in the Patagonian Andes along the Parque Nacional Torres del Paine where we came across a group of people. We soon came to find out that the expeditioners were from Outward Bound, and after talking to them about their journeys we realized that is what we wanted to be doing! Our goal was to bring outdoor experiences to people who are familiar with outdoor recreational activities, and allow them to explore their limits while advancing the skills they already have. One of our biggest goals was to be able to allow people of all abilities to perform and interact with one another and maybe that will show a greater understanding of how different people recreate in different ways. At first we wanted to provide services to people of all ages, but we realized how far fetched that goal was and it was easier to have the starting age be eighteen. The three of us all have educational background in outdoor adventure so we began to lead people on small trips. This big dream of ours, over the past two years, has grown into something tangible, and we are excited to start sharing what we love to do with people! Our company started out as just a camp, but over the course of two years it has expanded into a wilderness adventure experience. We are firm believers in pushing oneself to the limits, and wanted to offer premier outdoor wilderness expeditions for people of all ages and all abilities. Goals and Objectives: Service: Gaining a greater compassion by demonstrating social and environmental responsibilities through services to others. o 80% of clients will have completed at least one act of service to another member of the trip or anyone they may encounter before the completion of their outing with EAL.

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Leadership: Each individual will develop a greater understanding of leading a group and the benefits of working as a team. o All clients will complete one short (3 min) lecture on their findings and experiences from their trip with EAL and will present it to the rest of the group. o 80% of clients will show at least one act of team work with one or more members of the EAL group by the end of their experience.

Character Development: The participants will leave with the knowledge to live a healthy and more sustainable lifestyle. o All clients will be verbally asked for three sustainable lifestyle habits they learned from their experience with EAL.

Marketing Objectives: Overtake key rivals (specifically SPLORE and NOLS) on being most diverse throughout the outdoor adventure field. Capture attractive growth opportunities and present them monthly meeting. Gain a large population of clients through positive experience within the first year of business.

Financial Status Goals: Build on Client referrals and strive for a 20% increase in participation each year. Build partnerships with organizations allowing increased inventory and by increasing revenue 4% annually. Maintain a positive cash flow. Historical Marketing Efforts: In the past we have reached out to all age groups in Utah through Facebook, flyers, stickers, partner organizations, positive community experiences and our upstanding reputation. Image: Outside- Explore All Limits is known for our free spirited, take off your belay and jump kind of attitude, along with upholding a professional, and accepting reputation. Inside- Employees for Explore All Limits have an understanding, open communication, and safe environment, which goes beyond the office and continues outdoors.

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Company Organizational Chart: (from highest in the company-moving downward)

Founders Jessica Forsdick Chalese Meyer Rashel Fox

Administration Marketing Finance Risk Management Public Relations

Expedition Guides Land Sports 5+ Water Sports 3+ Winter Sports 5+ Equine Sports 2+

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Situation Assessment:
Political and Legal: Americans with Disabilities Act o Our facility must meet ADA requirements. Land Ownership o BLM and Private lands are up for combination/swap/auction throughout Utah, this may decrease the availability of land for recreational purposes. Economic: Economical growth/decline o Depending on the growth or decline of the economy, the amount of spending on recreational leisure will vary. Employment rate o Job demand will influence if individuals are available to hire. Social and Cultural: Recreational demand o The demand for recreation in the Rocky Mountain states is high. Tourism o Recreational activities are the largest tourist attraction in the Rocky Mountain States Technological: Methods of transportation o Availability to access our facility by any mode of transportation will influence the amount of participation. Greater GPS and Cellular technology o Broadening the areas that are covered by GPS and Cellular service will influence the growth safety of our company.

Needs Assessment:

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For our needs assessment we will conduct a survey through Facebook. The short survey will consist of 4 short questions to get a better idea of if our program will meet the needs/wants of our target population. SURVEY 1 2 3 How Often do you participate in outdoor recreation? Do you want more outdoor recreation available to you? Is outdoor recreation important to you? Do you enjoy challenging adventures? What is your need for developing leadership skills? SCALE IS A 1-5 WITH ONE BEING THE LEAST Competition: Direct: SPLORE, NAC, NOLS, TRAILS, Local Ski Resorts (Brighton, Alta, Canyons, PCMR, Deer Valley) Indirect: Megaplex Theatres, Nicklecade, REI, Golds Gym, Steiners
Target Market Canoeing Price Seasonal Youth and Rafting dependent Families of Rock Climbing on trip and all abilities Nordic Skiing duration: Snowshoeing 48-575 Volunteer Wide Range of Outdoor Programs Team and Competitive Programs Military Programs Price Yearly dependent on trip and duration: 15-650 Prices Hours Advantages Disadvantages

Competitor Services SPLORE

NAC

Accessible Local only Volunteering No licensed Low Rates professionals Host many on staff events Not available All ages and all year all abilities Individuals Host many Local only with events Limited disabilities Volunteering population Camps are accepted offered Licensed professionals on staff Local Day activities and Winter based activities All ages

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NOLS

Mountaineerin Really Yearly g expensive Rock Climbing (thousands Water Activities of dollars) Horsepacking Snow Sports Wilderness medicine Spinning Hand cycling Canoeing Kayaking Skiing Swimming Sailing Wheelchair sports Snow Sports Mountain biking Hiking Competitions (running) Concerts Prices Yearly through hospital treatments and insurance

People seeking wilderness education Ages 14 and older

World wide Offer courses that local competitors do not Offered all year

Not offered to children under 14 years of age Expensive

TRAILS

Individuals Adaptive Limited with spinal recreation population cord injury Licensed accepted or various professionals Local only, diseases on staff University of Rehabilitatio Utah Hospital n services patients only Individuals seeking outdoor pleasure Local Limited to Cheap deals select offered recreation online activities Best snow on Often can be earth crowded Tourist destinations

Local Ski Resorts

Vary upon Yearly season ~50-200

SWOT Analysis of Company:

Strengths: Service offered all year A wide array of programs offered Licensed and experienced staff Opportunities: Expanding services to other states Gaining more funding through sponsorships Partnering with the University of Utah as an outdoor service provider for NRL courses. Allow volunteering options Weakness: No volunteering options available Small amount of staff Only Utah Based Threats: Outdoor and Recreational programs are growing, creating more competition Educational courses are allowing for more self guided expeditions Technological advances allow for more self guided expeditions Environmental hazards or changes could limit land usage

Market Research:

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Segmentation: Leisure Interests- Outdoor Recreating, Sports Spectating, Video Gaming Geographics- East Coast, Mid-West States, Rocky Mountain States, West Coast Demographics- ages: 0-18, 18-29, 30-50, 51-70, 71+

Target Market: Residents of the Rocky Mountain States who have interests in outdoor recreation experience and are from the ages 30 to 50. SWOT Analysis Strengths: Local Population Interested in our services Individuals mostly with high financial status Opportunities: Expand targeted age group to encompass a more demanding population Local population growth could enhance the individuals in our target market Weakness: Individuals mostly with a family Not a largely targeted population Small targeted age group

Threats: Aging population could limit the amount of individuals targeted

Positioning: For residents of the Rocky Mountain States, Explore All Limits offers a way to recreate outdoors in many different ways because we want everyone to outdoor allows residents of the Rocky Mountain States to get out into nature and recreate in many different ways because we want everyone to be involved in something bigger then themselves.

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Positioning Map:

Data Collection:

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Comment Card: We will use the feedback from the customer cards to improve our programs around client suggestions to better suit our target population and cut any programs that are not creating revenue.

Guest Comment Card

Have you experienced an Outdoor Adventure Program from us before? Yes No If yes, what program did you attend? If no, what programs are you interested in? How would you rate your experience? (1 being the lowest & 5 being the
highest)

1 2 3 Comments and recommendations:

Marketing Mix and Design:

Program Descriptions Place Price

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Mountaineering

1, 3, or 5+ day excursions touring the Wasatch Mnts mountains of Utah on foot, while packing Uintah Mnts needed equipment to camp destinations. Bryce Canyon Zion NP La Sals Mnts Rock/Ice Climbing 1, 3, or 5+ day outings ascending ice or Little/Big rock walls. Gear is provided and car Cottonwood camping suggested for extended days. Uintah Mnts Moab St. George Provo Canyon Swimming Day outing at local outdoor reservoir or Rockport lakes. Echo Strawberry Jordanelle Horse Packing 1, 3, or 5+ day excursions touring the Wasatch Mnts mountains of Utah on horseback, while Uintah Mnts packing needed equipment to camp Bryce Canyon desinations. Zion NP La Sals Mnts Snow Sports 1, 3, or 5+ day outings Brighton Skiing/Snowboarding at local resorts or PCMR touring the backcountry of the Wasatch Snowbird and Uintah Mountain ranges. Wasatch Mnts Uintah Mnts Canoeing 1, 3, or 5+ day outings on the local Rockport reservoirs or lakes. Echo Strawberry Jordanelle Salt Lake Rafting 1, 3 or 5+ excursions on the local rivers of Colorado River Utah, camping along the shores of the Green River river. Weber River Snake River Snowshoeing 1, 3, or 5+ day excursions touring the Wasatch Mnts mountains of Utah, while packing needed Uintah Mnts equipment to camp destinations. Bryce Canyon Zion NP La Sals Mnts Kayaking 1, 3, or 5+ day outings on the local Colorado River reservoir, lakes, and rivers of Utah. Green River Weber River Snake River Rockport Salt Lake Canyoneering 3 or 5+ excursions touring Southern Zion NP Utahs canyon country, packing needed Bryce Canyon equipment to camp destinations. St. George

1 $75

3 $200

5+ $300

$75

$150

$200

$15

$200

$550

$700

$75

$200

$300

$100

$200

$300

$200

$550

$700

$75

$150

$200

$100

$200

$300

$200

$300

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*Food, transportation, and some gear will be provided for all programs.

Pricing Strategy: Penetration pricing because we are a new company and want to increase our participation.

Promotional Plan:
Objective: o Get communities involved in the experiences that Explore All Limits has to offer through varies promotional outlets. Experiment with different pricing strategies and discover what Explore All Limits market values. Advertising: o Run advertisement in local community papers about events, upcoming trips and satisfied customer comments. o Distribute fliers to rental distributers, recreation centers, climbing gyms, gyms, coffee shops, grocery stores. o Run promotions on Facebook. Post events and invite friends. o Feature information about Explore All Limits on our Facebook page. o Run promotions through KSL so all of Utah has access to services and experiences for sale. o Distribute information through electronic news letters to past clients about upcoming events, trips and new developments with Explore All Limits. Promotional Pricing Strategies: o Referrals When past clients refer new clientele the past clients get a 50% off lesson of their choice. Includes Climbing. o Bundling Clients can bundle three to five activities. Price will vary depending on what activities and duration of activity. If the bundle package is used within a year time then the clients will receive a twenty percent discount on their next visit with Explore All Limits, excluding rentals. o Mention this AD If at the time of an event or activity if clients mention our ad, posting or check in to our event they will receive a twenty percent discount on any gear rental for that particular activity. Our pricing strategies are set up so that it is a benefit to the customer to return to Explore All Limits for continued outings. Discounts will always be available for our clients to keep them returning, we set it up so that the more participation the better discounts they receive and give them a chance to help build our community through referrals.

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Promotional Ideas: 1. EAL Carabineers 2. EAL T-shirts 3. EAL Photos 4. EAL Frames 5. EAL Coffee Mugs 6. EAL Pins 7. EAL Key chains 8. EAL Stickers