Global Campaign

Ski Here Give There

Ski Here Give There is a campaign that will last 12 months. Every time someone purchases a ski ticket, an article of warm clothing will be donated to a person in need in the rural Alaska area. In 2008, Alaska was 10th on the list of homelessness in the US as 25% of their population is homeless. 1 of 5 individuals under the age of 18 experince homelessness. Temperatures can drop below -20, and many are left without sufficent apparel.

When you ski with us, we will dontate on your behalf. We will also set up a donation box in the lobby for those to donate their own new and lightly used articles. *

*Gloves, hats, coats, scarves

Target Market

Demographic

State of Louisiana Population: 4.67 million

Shreveport, Louisiana Population: 200,327

Target Age Range:

25+

Many people at this age feel a need to give back to others. They are more compassionate and are likely to feel a need to give to others who are less fortunate. Also, most of the Shreveport population is in this age range and has the largest amount of people.

Target Gender:

Not Specific

Our campaign does not favor one gender over the other. We feel like gender will not factor into the campaign; it is inclusive to all, and not limiting.

Target Education:

Not Specific

There is no level of education that will enjoy the campaign more than the other. However, we do feel like those in college will have lower numbers than the other ages simply because at that age, money is tight, and regardless of the cause, those in that education level may not be spending a large amount to go skiing.

Target Socio-Economics:

Middle Class

We feel that the middle class will enjoy/utilize our ski resort the most based on this campaign. This campaign will serve as an incentive for those in the middle class; not only would it be a vacation spot, but it would give back as well, making it different than other amusement areas. Specifically to families in this class, it would serve as a teaching opportunity to the children to give to those in need and to donate old articles of clothing.

Geographic

Percentage of Guests:

Local: 30%

In only looking at the State of Louisiana, we project that a good amount will feel inclined to help a cause that is local.

Regional: 50%

We included neighboring states such as Texas and Arkansas in our regional percentage. There is a bigger pool of people. We justified that if someone was planning to go skiing, they would rather go to our resort where there was an additional incentive rather than driving many hours away where there was nothing.

Domestic: 15%

While looking at the country, many people who are in an area with ski resorts and natural mountains and snow will not go out of their way to come to our ski resort simply because of this campaign. We will get a draw from those who don't have access to snow near by, but a large percentage of that will be from the South.

International: 5%

While people internationally may view this as a good campaign, the campaign itself will not draw many internationals here. Those who do show up internationally for the campaign specifically would be predicted to be from Canada, and areas around Alaska, which is where the donations are going.

Execution

External

Social Networking

We will post YouTube videos, start a Facebook Page and Instagram, Twitter and have SnapChat Filters.

Television/Radio

We will have both televison and radio commercials playing throughout the campaign's run.

Internet

We will place cookie ads, and pay to have our campaign and resort be one of the first things that they see on search engines.

Travel Agencies

We will provide flyers and pamphlets for travel agencies, as well as deals for people to book us through them.

Internal

Posters

We will hang posters in the resort itself as well as behind the scenes areas.

Banners

We will hang banners around the resort to promote it to our guests who come to our resort.

Themed Merchadise

We will have special merchandise that guests can purchase, as well as shirts for the employees to wear.

Themed Activities

A major part of our campaign will be having a donation box infront of our resort for people to donate their used clothes to those in Alaska.

Cost

Estimated Total Cost:

$242.4 Million

Is this realistic?

NO.

How will we make this campaign successful?

We will make this campaign successful by putting a lot of money into it inorder to make money. We will also offer a variety of events, merchandise, and donation options so that our campaign will encompass the entire ski resort.

Resources