Marketing Challenge This report discusses the situation faced by Josh Howard as at October 2012 in regards to the 2013 Toronto’s Intercamp Classic Annual Charity event. The marketing challenge is to raise 25% more money during the 2013 event than the $125,000 raised in 2012 and amounts to a donation goal of $156,250. The 2013 event is in support of the Kids in Camps charity which aims to send underprivileged kids to summer camp. It is scheduled for May 5, 2013 and the kickoff campaign launches in two months. Based on internal and external analysis, a comprehensive marketing plan that addresses the target market, product, price, placement and promotion of the Intercamp Classic will be developed to overcome the outlined marketing challenge.
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Many of these events are organised by large, well-known, national charities. These charities have more extensive networks and larger marketing budgets which mean they are better at reaching the target market. They also operate activities such as a silent auction and raffle that the Classic does not. Nevertheless, the Classic is able to compete with these larger charities by supporting a more local, community-based initiative. As most participants are also former or current campers, they are able to directly relate to the cause and therefore are more willing to support …show more content…
To break even with the outlined marketing plan outlined, the Intercamp Classic only needs to attract 2 participants, making this plan highly feasible. However, to reach the fundraising goal of $156,250, the Classic will have to attract a total of 1130 participants or an additional 380 participants. Although this represents an approximate 50% increase from the 2012 event, this is not unrealistic. Looking at their past performances reveal a similar growth in participants between the 2011 and 2012 event. The increased accessibility of the event, as a result of the shuttle service, and the heavy emphasis on promoting the Classic to the target market means that a strong growth in the number of participants is predicted. Furthermore, the breakeven point was calculated with the conservative assumptions that each participant would only raise $120 and a volunteer could not be found to run the social media initiative, meaning that the actual breakeven point is likely lower than the projected 1130 participants. As a result, the marketing plan outlined in this report will allow the Intercamp Classic to increase the money raised during the 2013 event by
Many of these events are organised by large, well-known, national charities. These charities have more extensive networks and larger marketing budgets which mean they are better at reaching the target market. They also operate activities such as a silent auction and raffle that the Classic does not. Nevertheless, the Classic is able to compete with these larger charities by supporting a more local, community-based initiative. As most participants are also former or current campers, they are able to directly relate to the cause and therefore are more willing to support …show more content…
To break even with the outlined marketing plan outlined, the Intercamp Classic only needs to attract 2 participants, making this plan highly feasible. However, to reach the fundraising goal of $156,250, the Classic will have to attract a total of 1130 participants or an additional 380 participants. Although this represents an approximate 50% increase from the 2012 event, this is not unrealistic. Looking at their past performances reveal a similar growth in participants between the 2011 and 2012 event. The increased accessibility of the event, as a result of the shuttle service, and the heavy emphasis on promoting the Classic to the target market means that a strong growth in the number of participants is predicted. Furthermore, the breakeven point was calculated with the conservative assumptions that each participant would only raise $120 and a volunteer could not be found to run the social media initiative, meaning that the actual breakeven point is likely lower than the projected 1130 participants. As a result, the marketing plan outlined in this report will allow the Intercamp Classic to increase the money raised during the 2013 event by