Marketing Challenge At The 2013 Toronto 's Intercamp Classic Annual Charity Event

2159 Words Nov 29th, 2016 9 Pages
Marketing Challenge This report will discuss 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 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 product, placement, price, promotion and target market of the Intercamp Classic will be developed to overcome the outlined marketing challenge.
Corporate Capabilities Since the establishment of the event in the spring of 2010, the Intercamp Classic has consistently shown strong financial performances and has raised a total of $291,000. Although Howard does not have a specific marketing budget in mind for the 2013 Classic, the budget will be limited because, as a charity event, funds spent on marketing could be seen as taking money away from the charity and could damage the ethical reputation of the event. Past marketing initiatives therefore relied on volunteers which has created poor quality results such as the 2012 promotional video. In addition to poor quality promotional material, the limited budget also means that promotional options that are within the budget are quite restricted. Howard is the founder and the primary decision maker of the Classic. Although Howard is…

Related Documents