Camp WahanowinBY: ANTON POTERYAHIN, WILSON DANG, ZHAOYU LI, HAOLAN AN, KEN GILL

Executive SummaryoCamp Wahanowin was founded in 1955

Mission Statement

“Providing an opportunity to create friendships and memories to last a lifetime.” “Giving children the opportunity to establish lifelong friendships, learn new skills, gain an appreciation for the outdoors, achieve independence and be a contributing member of a camp community.”

Goals

Increase the camper retention rate for the second (August) session.

Increase the conversion rate of day-campers to recreation camp

Increase camper count generally by effectively marketing to parents

SWOToStrengths - Prestige, high retention rate. Campers expected to return from age 6-16. oWeaknesses - Expenditures, Retention rate for AugustoOpportunities - Night Activities, School PartnershipoThreats - Travel Camps, Helicopter Parents/Day Camps

S T PoSegmentation

oGeographic / Demographic

oPsychographic / Behavioral

oTargeting

oNiche – focus on scholarly students and high achievers

oDifferentiated – upper middle class

oTargets parents that value the well-being, development and safety of their children

Positioning

oEmphasizes the experience of having a lake. Water and Night activities that other camps cannot offer.

oFamily Orientated

Marketing Mix - Product CampoGalactic Laser TagoNight Obstacle CourseoNight Time Hockey

Place Place – Toronto, Ontario, Canada

Population – 2,000,000

Net income by family type $72k average. The age demographic is broken down into three major groups. The age groups of interest are 5-9, 10-14 and 15-19 with population of 140,000, 130,000 and 148,000 respectively.

Price

Session Name Session Dates Base Fee* (Tier 1) Base Fee* (Tier 2) Base Fee* (Tier 3)

> Oct. 20 Oct. 21-Mar. 2 Mar. 3 to camp

Full Season June 25 - August 13 $9,150.00 $9,350.00 $9,500.00

July Session June 25 - July 23 $6,200.00 $6,350.00 $6,500.00

August Session July 23 - August 13 $5,100.00 $5,200.00 $5,300.00

The price point for a full night camping session will be $9500

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