Assignment Question
In this course, the learner-faculty connect video assignment will be used for reflection as well as to discuss your preparedness for upcoming weeks. This is a private conversation between you and your instructor, and you are encouraged to explore the concepts presented. As a regional director of marketing, it is essential for you to know how you are going to apply various marketing principles and theories to design an effective and relevant marketing plan for the reopening of the park. This includes various aspects such as understanding the target audience; identifying the right and relevant marketing methods to communicate with the target audience; using product, place, price, and promotional strategies to attract the target audience; and so on. You have been provided with the following target audiences: · Primary Market: Families with children (ages 6–18) with an average annual family income of over $75,000 per year · Secondary Market: Teens, ages 15–18 Prompt In this mentor-focused video check-in, you will review the Milestone Two Guidelines and Rubric (Milestone Two is due in Module Six) and have an asynchronous discussion with your instructor regarding any initial concerns about the same. You will also review the CMO Memo for Target Audience and address questions about target audiences. You are encouraged to continue reaching out to your instructor so that any concerns and questions are addressed before the course project is due. Discuss your progress and concerns with your instructor through this presentation. 1. Refer to the CMO Memo for Target Audience, then describe how the four Ps can be used to attract existing and new customers back to the U.S. Park Southeast when it reopens, keeping the target demographics in mind. Your response should address the following: a. Describe the plan to market the product to the identified target audiences. What communication strategy will you use for the target audiences regarding the park services? b. Describe the pricing strategy that should be considered to drive new and existing customers. How will you communicate the value of your offering through an effective pricing model? c. Describe the role of place in attracting customers back into the park. Identify the appropriate communication method to share information about the safety measures you have taken. d. Describe two promotional events aimed at your two target audiences designed to drive attendance. Include one promotional event for each of the two target audiences.
Answer
Abstract
This paper discusses the marketing strategies to attract existing and new customers back to U.S. Park Southeast when it reopens. The primary and secondary target audiences, families with children and teenagers, are considered. The paper delves into the application of the Four Ps (Product, Price, Place, and Promotion) to create an effective marketing plan. Additionally, it addresses the communication strategies required for reaching the target audiences.
Introduction
The reopening of U.S. Park Southeast offers an exciting opportunity to implement marketing strategies that will attract both existing and new customers. This paper explores how the Four Ps of marketing, including product, price, place, and promotion, can be utilized to effectively reach the primary and secondary target audiences.
Product Strategy
Targeting Families with Children
To effectively attract families with children, it is crucial to delve further into the specific elements that make the park appealing to this demographic. In addition to offering a variety of family-friendly attractions, including kid-friendly rides, family zones, and interactive exhibits, a more detailed approach involves the creation of immersive themed areas designed with children in mind. These themed areas could be centered around beloved characters, encouraging families to explore and interact within a themed world. For instance, a ‘Fantasy Land’ with enchanting castles and magical creatures, or a ‘Pirate Cove’ featuring swashbuckling adventures can provide a captivating experience for young visitors. Furthermore, hosting character meet-and-greets and interactive storytelling sessions can make the park a truly enchanting destination for families.
Additionally, the introduction of specialized family packages is essential for accommodating families with children. These packages should not only include discounted rates but also offer added value such as all-inclusive dining options or fast-track access to attractions. The goal is to create an offering that simplifies the visit for parents and maximizes the enjoyment for children (Wilson & Gilligan, 2019).
Targeting Teenagers
To engage teenagers, it’s imperative to dive deeper into the concept of thrilling and adventurous rides and how they can be incorporated into the park’s identity. Besides the installation of thrilling rides, consider creating a ‘Thrill Zone’ within the park. This area can be dedicated to extreme experiences, offering heart-pounding rides and adrenaline-pumping activities. Incorporating cutting-edge technology like virtual reality (VR) and augmented reality (AR) can provide a unique and immersive experience for teenagers.
Furthermore, the introduction of dedicated ‘Teen Days’ or ‘Teen Festivals’ can be a great way to attract this age group. These events can feature exclusive concerts, gaming competitions, and interactive challenges. Developing an app that allows teenagers to track their progress in challenges and compete with their peers can enhance engagement. The app could also serve as a platform for them to review their experiences and share them on social media, generating buzz around the park.
In terms of season passes and loyalty programs for teenagers, these programs should be more than just discounts. They can include exclusive access to events, ‘fast pass’ options, and even opportunities for teenagers to co-create events or designs within the park, fostering a sense of ownership and community (Kotler & Armstrong, 2017).
Price Strategy
Targeting Families with Children
Expanding on the pricing strategy for families, consider the concept of dynamic pricing, where ticket prices vary based on demand and peak hours. This approach can help to distribute visitors more evenly throughout the day, reducing overcrowding during peak times. Moreover, implementing a tiered ticket pricing structure can allow families to choose from different packages. For instance, a ‘Standard Family Ticket’ could offer access to all rides and attractions, while a ‘Budget Family Ticket’ could provide access to a limited selection of rides. This approach provides flexibility for families with varying budgets.
In addition to early-bird discounts, consider introducing ‘Membership Discounts’ for families. Families can become members by purchasing annual passes, which grant them access throughout the year. This not only encourages repeat visits but also creates a loyal customer base (Smith, Fischer, & Yongjian, 2019).
Targeting Teenagers
For teenagers, the price strategy can be further enhanced by offering ‘Pay-Per-Ride’ options, in addition to season passes. These pay-per-ride options allow teenagers to pay only for the attractions they want to experience, making it more flexible for those who may not visit as frequently. Introducing digital wallets and mobile payment options can facilitate seamless transactions for tech-savvy teenagers.
The loyalty program for teenagers should be designed to tap into their social networks. For example, a ‘Refer-a-Friend’ program can offer discounts or exclusive access to teenagers who bring their friends to the park. Additionally, the loyalty program can be linked to an online platform where teenagers can earn rewards and badges for achieving certain milestones or participating in challenges, encouraging them to return and stay engaged (Wilson & Gilligan, 2019).
Place Strategy
Targeting Families with Children
To create a family-friendly environment, the park’s ‘Place Strategy’ should go beyond basic safety measures. It should encompass the physical layout and design of the park. Designate ‘Family Zones’ within the park where families can relax, have a picnic, or enjoy kid-friendly entertainment. Incorporate child-friendly amenities such as diaper changing stations, stroller rental services, and family restrooms. Furthermore, these family zones can be thematically designed to provide an immersive experience, ensuring that even the time spent in rest areas is enjoyable for families.
In addition to the official website and social media channels, consider implementing a park app specifically designed for families. This app can provide a real-time map of the park, including the location of family zones and the schedule of family-oriented shows and activities. By enhancing the digital experience, families can better plan their visit (Kotler & Armstrong, 2017).
Targeting Teenagers
To attract teenagers, the ‘Place Strategy’ should focus on creating a dynamic and visually appealing environment. Utilize social media platforms not only to promote the park but also to engage with teenagers before and after their visit. Encourage user-generated content, such as sharing photos and videos of their experiences, and reward them for doing so. Leverage influencers popular with the teenage audience to create excitement and anticipation for their visit. These influencers can take part in challenges or events in the park and promote them through their channels.
The concept of late-night openings and themed areas designed for teenagers should be explored further. Late-night openings can be combined with special events, like ‘Midnight Madness,’ where teenagers can enjoy exclusive access to rides and attractions. Themed areas should be designed to be highly Instagrammable, with vibrant visuals and interactive elements that encourage teenagers to share their experiences on social media platforms (Klein, 2018).
Promotion Strategy
Targeting Families with Children
For the ‘Family Fun Day,’ it is essential to offer a diverse range of family-friendly activities beyond discounts. Consider including character parades, face painting, and interactive games that promote family bonding. The ‘Parent-Child Workshop’ can be expanded by collaborating with well-known family influencers or child development experts who can lead workshops on topics like parenting tips, child education, and bonding activities. This enhances the park’s image as an educational and family-centric destination (Ries & Ries, 2021).
Targeting Teenagers
The ‘Teen Night’ event should be further developed to include a lineup of popular teen artists or DJs. The after-hours access to rides can be combined with unique experiences, such as virtual reality roller coasters or themed scavenger hunts. These exclusive offerings add to the excitement of ‘Teen Night’ and make it a must-attend event for teenagers. The ‘Thrill-Seekers Challenge’ can involve not only competitions but also the opportunity for teenagers to win special privileges like front-of-line access to their favorite rides (Kotler & Armstrong, 2017).
Conclusion
In conclusion, the marketing plan for the reopening of U.S. Park Southeast should be strategically designed to cater to the primary and secondary target audiences, families with children and teenagers. Utilizing the Four Ps (Product, Price, Place, and Promotion), the park can attract a diverse range of customers and create an engaging and memorable experience. It is essential to adapt communication strategies to effectively reach each demographic and ensure the park’s success in the reopening phase.
References
Kotler, P., & Armstrong, G. (2017). Principles of Marketing. Pearson.
Klein, L. R. (2018). Marketing to Generation Z: The Rules for Reaching This Vast—and Very Different—Generation of Influencers. AMACOM.
Ries, A., & Ries, L. (2021). The 22 Immutable Laws of Branding. HarperCollins.
Smith, A. N., Fischer, E., & Yongjian, C. (2019). How does brand-related user-generated content differ across YouTube, Facebook, and Twitter? Journal of Interactive Marketing, 46, 66-88.
Wilson, R. M., & Gilligan, C. (2019). Strategic Marketing Management. Routledge.
Frequently Asked Questions (FAQ)
What is the focus of the marketing strategies discussed in this essay?
The marketing strategies in this essay focus on attracting both existing and new customers to U.S. Park Southeast for its reopening, with a specific emphasis on families with children and teenagers.
How are the Four Ps (Product, Price, Place, and Promotion) applied in the marketing plan?
The Four Ps are applied strategically to tailor product offerings, pricing structures, communication methods, and promotional events to cater to the target demographics.
What recommendations are provided for attracting families with children?
Recommendations include offering family-friendly attractions, discounted family packages, and effective communication about safety measures and child-friendly amenities.
How can U.S. Park Southeast effectively engage teenagers?
Strategies to engage teenagers involve providing thrilling rides, gaming zones, loyalty programs, and exclusive events. Social media and targeted advertising are emphasized for reaching this demographic.
What types of promotional events are suggested for the reopening?
Suggestions include hosting a “Family Fun Day” event with discounts, family-oriented shows, and interactive games for families, as well as exclusive “Teen Nights” with live music, DJ parties, and after-hours access to rides for teenagers.
How important is effective communication in implementing these marketing strategies?
Effective communication is crucial in conveying the value and safety measures of the park to the target audiences. It ensures that the marketing strategies reach and engage the intended demographics successfully.
