Marketing Challenge Josh Howard, a founder of the charitable, Intercamp Classic (IC) held in Brampton, Ontario faced a marketing decision in October, 2012. Developed from an idea in 2010, the graduated Ivey student from Western University created a multisport tournament to which had been highly successful in its 3 completed years. As the primary decision maker for the tournament, Howard wanted to continue to improve the charitable donations of the 2013 event by 25% of the previous year’s donation count of $125,000. With the big decision at hand Josh would analyse multiple aspects of his tournament such as pricing, promotion, target markets, and placement in order to ensure that his goal is achieved.
Corporate Capabilities The Intercamp Classic …show more content…
Therefore allows for a sense of loyalty, passion and dedication towards the event from not only Josh but his support staff. The most important contact, his father, the president the Ontario Camps Association oversaw over 300 of Ontario’s camps as well as owned Camp Tamarack where Howard had a full time job. Howard’s past and current camp experiences, relationships, as well as knowledge of convening a softball league allow a competitive edge in overcoming obstacles to do with the overall planning and running of the charitable …show more content…
Primarily starting with just male campers, staff and alumni and offering one sport in 2010, to further expanding towards females and offering multiple sports by 2012. These participants had incentives to attend as their loyalty and pride towards their summer camps stood high. Overall, high school students, post-secondary and young professionals ages 16-30 are Howard’s current group. High school students that participated in the first ICs were now in post-secondary education. Knowing this, Howard retargeted this group by introducing flag football in 2012 with an outcome of 12 teams meeting the $1200 entry amount. This group is important as like the high school students before them, participating at the youngest possible ages, can create a tradition and retention for competing when they move into college or university. Young professionals and post-secondary students composed the majority of teams and therefore contributions to charity. Each year, an increase is registration for this group continues to lead to the success of this the IC. Both of these groups are also targeted effectively as the main purpose of the tournament does not solely rely on high athletic
Corporate Capabilities The Intercamp Classic …show more content…
Therefore allows for a sense of loyalty, passion and dedication towards the event from not only Josh but his support staff. The most important contact, his father, the president the Ontario Camps Association oversaw over 300 of Ontario’s camps as well as owned Camp Tamarack where Howard had a full time job. Howard’s past and current camp experiences, relationships, as well as knowledge of convening a softball league allow a competitive edge in overcoming obstacles to do with the overall planning and running of the charitable …show more content…
Primarily starting with just male campers, staff and alumni and offering one sport in 2010, to further expanding towards females and offering multiple sports by 2012. These participants had incentives to attend as their loyalty and pride towards their summer camps stood high. Overall, high school students, post-secondary and young professionals ages 16-30 are Howard’s current group. High school students that participated in the first ICs were now in post-secondary education. Knowing this, Howard retargeted this group by introducing flag football in 2012 with an outcome of 12 teams meeting the $1200 entry amount. This group is important as like the high school students before them, participating at the youngest possible ages, can create a tradition and retention for competing when they move into college or university. Young professionals and post-secondary students composed the majority of teams and therefore contributions to charity. Each year, an increase is registration for this group continues to lead to the success of this the IC. Both of these groups are also targeted effectively as the main purpose of the tournament does not solely rely on high athletic