4-2 Report: Consulting Report
Ashley Allen
MBA 645 – Optimizing Brands
Southern New Hampshire University
MEMO
To: Chief Marketing Officer
From: Michael Wozniak
Date: 9/14/2022
Subject: U.S. Park Southwest Reopening Marketing
We must immediately finalize the promotional campaign that should entice visitors
returning to the site as the timeframe to restore the U.S. Park Southwest approaches. Our main
statistic is families with kids aged 6 to 18 with an overall earnings of much more than $75,000,
according to previous commercial and statistical studies. There is also a supplementary focal
point of teenagers between the ages of 15 and 18. The brand image will be built using the four
Ps, or quality, location, price, and incentives.
Product
The benefits given at each place will be the major emphasis of the manufacturer's
promotional activities. Cinematic advertisements will be the most effective for this, as compared
to print commercials. The finest images will be those that depict the attractions in action and
families enjoying a day at the site. The easiest way to do this is via a global promotional strategy.
Individuals will listen to brief, adverts that show preceding Youtube clips or on a Facebook
profile. On local Cable channels, extended adverts might be pushed forth.
Place
The purpose of location advertisement will be to inform the potential customers of the
updated precautionary initiatives and regulations. Displays placed throughout the resort,
particularly eye-catching and simple that visitors can study whether they wait for an attraction
whilst sitting down on a seat or picnic table, will be one method to advertise this. In a similar
manner to how it was done at the height of the outbreak to disseminate the most recent COVID
limit data, we may likewise put security on the internet. In light of the current danger concerns,
park authorities should participate on regional broadcast and broadcast channels for discussions
and to discuss how park protection was already enhanced. That might also include making
appearances on subregional webinars.
Marketing our additional "ease of use" capabilities is yet another objective. Virtual
admission is one among them, as are smart bracelets that let visitors pay for items like
refreshments and mementos by flashing their armband at the pay terminal. All of this may be
promoted in the exact method as the previously mentioned risk assessments.
Pricing Strategy
It should not be a shock that we have to alter our price strategy in order to get them to
buy again. The ideal method for us to accomplish this is via a brand-new seasonal ticket scheme.
The issue in this case will be determining a rate that the buyer will find appealing. Our daypasses
now cost $49.99 per visitor. Annual passes may sell for $99.99, which will encourage more
individuals to do so. After two trips, it will pay for the additional price, but many visitors won't
come for a third or subsequent excursion. We may also develop additional product prices or
admission contributions that let visitors avoid the wait at famous places or receive special food
or retail prices. The easiest way to convey all of this onto the homepage will be to use a summary
table that details the benefits associated with every pricing option.
Promotional Events
We must go all out for the formal dedication of our facilities. Every night there are
explosions, with bigger shows on weekends and during holidays. Winter features must be added
if we are to compete with other amusement parks like Disney World and Universal Studios as
well as draw in new visitors. Both of our target groups will enjoy activities like transforming the
park into a haunted theme park every night from mid-September until October or adorning all of
that for Christmas in December. The incentives may be promoted using any medium, including
print, broadcast, television, and the internet. Anything and everything should be used to spread
the word and notify everyone that we are resuming operations and prepared to commemorate
anybody's return.
