SUMMER CAMP MARKETING PLAN

Summer Camp Marketing Plan

Table of Contents

SECTION 1: THE ROLE OF MARKETING IN DEVELOPING SUCCESSFUL BUSINESS STRATEGIES4

1: The Marketing Management Process4

2: The Marketing Implications of Corporate and Business Strategies4

SECTION 2: MARKET OPPORTUNITY ANALYSIS5

3: Understanding Market Opportunities5

4: Understanding Consumer Buying Behavior5

5: Understanding Organizational Markets and Buying Behavior6

6: Measuring Market Opportunities: Forecasting and Market Knowledge6

7: Targeting Attractive Market Segments7

8: Differentiation and Positioning8

SECTION 3: DEVELOPING STRATEGIC MARKETING PROGRAMS9

9: Business Strategies: A Foundation for Marketing Program Decisions9

10: Product Decisions9

11: Pricing Decisions10

12: Distribution Channel Decisions10

13: Integrated Promotion Decisions10

Website Marketing Strategy11

SECTION 4: STRATEGIC MARKETING PROGRAMS FOR SELECTED SITUATIONS12

SECTION 4: STRATEGIC MARKETING PROGRAMS FOR SELECTED SITUATIONS12

14: Marketing Strategies for the New Economy12

Value Proposition12

Competitive Edge12

15: Strategies for New and Growing Markets12

Promotion Strategy12

Marketing Programs13

16: Strategic Choices for Mature and Declining Markets13

Pricing Strategy13

Sales Programs16

Milestones16

REFERENCES18

Summer Camp Marketing Plan

Section 1: The Role of Marketing in Developing Successful Business Strategies

1: The Marketing Management Process

Ultimate summer camp is a privately held corporation run by its owner, Timothy Bernard Kilpatrick, Sr. Mr. Kilpatrick has 17 years of Executive Management (VP) and Budgeting experience, and extensive experience with budgeting methodologies and strategic planning, including the Balanced Scorecard approach. His advanced degree (and interest) in computer science is the driving force behind the technology component. He will be supported in daily operations by an industry consultant, a campus director, and a VP of educational operations, all with extensive experience in child development care fields.

With inflation continuing to rise each year, the typical British family now requires dual or supplemental incomes. This trend has created a need for quality child development care services. The population growth rate in the Riverview area of Hillsborough County is now over 14.6%, leading UK to anticipate expanding market potential for this industry in the local area. Price, service, certification and reputation are critical success factors in the child development care services industry. Ultimate Summer Camp will compete well in the market by offering competitive prices, high-quality child development care services, and leading-edge educational programs with certified, college-educated instructors, and by maintaining an excellent reputation with parents and the community they serve.

This is a summer camp business plan for Ultimate Summer Camp, which will focus on two subdivisions: 'Lake St. Charles' and 'The Villages of Lake St. Charles,' which are new upscale community developments within a 2 square mile radius, boasting over 900 new homes. The target customers are dual-income, middle-class families who value the quality of education and child development care they provide for their children, ages 4 months to 12 years(Davids Newcomb 2006).

2: The Marketing Implications of Corporate and Business Strategies

They will open for business starting with an initial enrollment of 13 students. They project healthy revenues by the end of the first year, and expect to nearly triple that by the end of Year 3. The biggest operating expenses will be compensation at industry standard rates for the highly-qualified personnel, and rent on the facilities, improved for the purposes during the start-up period. They would like to grow into four campuses, eventually, but growth is planned conservatively, to be financed from existing cash flow as they go. They anticipate a net profit beginning in the second ...