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Base Camp Cullowhee2013/2014 Academic Year

Marketing Plan

PRT- 507 Jennifer Bennett

ContentsExecutive Summary.........................................................................................................................3

I. Introduction..................................................................................................................................4

II. Situational Analysis....................................................................................................................4

A. Internal Analysis.....................................................................................................................4

B. External Environmental Analysis............................................................................................6

C. Competitive Analysis..............................................................................................................7

D. Customer Analysis..................................................................................................................9

III. Marketing Goals......................................................................................................................11

A. Organization Goals................................................................................................................11

B. Marketing Plan and Project Goal..........................................................................................11

C. Product Portfolio and Positioning.........................................................................................12

D. Value Proposition..................................................................................................................12

IV. Marketing Strategy..................................................................................................................12

V. Marketing Tactics.....................................................................................................................13

A & B. Action Plan and Budget.................................................................................................17

C. Evaluation..............................................................................................................................17

Appendix A-C………………………………………………………...………………………19-21

Base Camp Cullowhee | Marketing Plan 2

Executive Summary

Base Camp Cullowhee at Western Carolina University was established in the 1980’s by a group of students, faculty, and staff with a common interest in adventure recreation and was titled Outdoor Programs. Originally a chair of the student programming board: Last Minute Productions (LMP), BCC was a student led organization with one professional overseeing the entirety of LMP. At that point BCC was running a handful of trips each year focusing on extended break trips to places like Moab CO, and Big Bend TX. BCC focused on running trips for students lead by other students. That remains BCC’s philosophy today, providing quality adventures and programs for WCU students while giving them the opportunity to grow and develop as leaders within BCC, the campus, and the community as a whole. Base Camp Cullowhee is now its own unit within the University Center with two full time professional staff and upwards of 20 student staff running over 75 programs a semester. These programs include but are not limited to, single day and extended trips, rental equipment including mountain bikes, a bike shop with on duty mechanic, an indoor climbing wall and teambuilding programming.

While there are few competitors within the area offering similar services Base Camp Cullowhee competes with the on campus student programming board, Last Minute Products for students’ attention and participation. Base Camp Cullowhee feels that it mitigates that competition by positioning itself as “WCU’s Resource for Adventure” the sole provider of co-curricular adventure recreation on WCU’s campus.

Base Camp Cullowhee strives to serve as many students on the WCU campus as possible. Accordingly, the goal of this marketing plan is for Base Camp Cullowhee to increase Western Carolina University student awareness of and participation in adventure recreation through Base Camp Cullowhee. In order to utilize the most effective marketing tactics a target market was identified consisting of freshmen and sophomores who live on campus. This target market was identified because of their availability, attention to marketing, and specifically for sophomores, a lack of programming marketed directly towards them. To aid in achieving that goal a measurable strategy of increasing participation by 10% from the 2012/2013 to the 2013/2014 has been identified. This strategy will be met by implementing five marketing tactics; creating and distributing an online Qual-trecs survey, monthly interactive marketing displays on the University Center Lawn, creating a frequent users club, hosting 50% of the USI and LEAD fall semester classes and creating a series of promotional and instructional videos. These tactics will be evaluated using methods ranging from coupon redemption to trip registration.

By adhering to the following marketing plan Base Camp Cullowhee hopes to meet its goal to increase participation by 10% as well as be able to continue to set and exceed participation goals in the future.


I. IntroductionMission Statement: Base Camp Cullowhee as a part of the Student Affairs Division of Western Carolina University aims to offer the finest University Outdoor Program in the country. We will do this by offering the WCU community a comprehensive array of outdoor recreation trips, experiential education opportunities, and outdoor equipment rentals. More than just a recreation program, we aim to engage and develop the whole student through the medium of outdoor adventure activities.

Background: Base Camp Cullowhee has always strived to reach the WCU campus community through adventure recreation. While the core philosophy remains the same, to facilitate adventure recreation, the method in which that occurs and the audience that is targeted for adventure recreation has changed. BCC used to take people who were already interested in the outdoors into the outdoors. Now BCC focuses on finding creative ways to offer an array of outdoor activities to everyone. From a first time introductory trail experience to an advance multi-pitch climbing clinic BCC wants to share adventure recreation with everyone, not just those who already know they love it.

II. Situational Analysis

A. Internal Analysis

Base Camp Cullowhee is a part of the Division of Student Affairs and falls under the umbrella of the University Center along with Student Media, Student Programming, Greek Life, and other such programs. This structure is unique in that most universities manage their adventure programs through campus recreation along with departments such as intramurals, and fitness. This unique structure provides BCC the opportunity offer recreational opportunities outside of a typical recreation setting, a participant never has to enter the Campus Recreation Center to sign up for a BCC program. This may also present a challenge in student’s knowledge of programs and even BCC’s existence. That is mitigated through a host of efforts, for example since BCC is housed in a remote section of campus there is a display in the main University Center displaying an outdoor scene from a Base Camp Cullowhee program.


University Center 2013 Organizational Chart

Strengths Price. Base Camp Cullowhee is partially funded by Student Activity Fees which all on-

campus students pay as part of their tuition. Because of these funds trips and rentals are offered at a discounted rate compared to services offered by private businesses.

Program Autonomy. Professional staff at Base Camp Cullowhee are allowed to make programmatic decisions including what programs and trips to offer, equipment purchases, marketing tactics, student employment, and hours of operation.

Permits. Western Carolina University maintains a special use permit for the Nantahala River (the only University which holds a yearly permit for that river). Permits are also held for many of the National Forest Service lands in the surrounding area.

First Ascent. Base Camp Cullowhee offers First Ascent, a wilderness based freshman orientation program which creates an opportunity to reach and spend an extended amount of time with incoming students (approximately 246 contact days in 2013) as well as creates a staff recruitment pool.

Student Guides. Employing students as guides creates a peer led experience for students. Professional Staff. Two full time professional positions are allotted to BCC to supervise

the program and student staff. Variety. Base Camp Cullowhee offers a wide array of programs and resources for

students including, trips, climbing wall, equipment rentals, an on-duty bike mechanic and free bike workshop.

Weaknesses Location. While Base Camp Cullowhee is location on the main WCU campus and is

accessible to all on campus students it is located in an area considered “upper campus”


University Center Director

Associate Director for UC Programs

Associate Director for Programs and Events

Assistant Director for Leadership

Associate Director for Greek Life

Assistant Director for Greek Life

Associate Director for Outdoor Programs

Assistant Director for Outdoor Programs

Assistant Director for Facilities

House Keeping Supervisor

and is away from the majority of residence halls and academic buildings. There is no additional draw to “upper campus” other than BCC unless a student lives there. BCC is also located in a separate building than all other departments under the same unit creating a strain on resources as there is no administrative assistant available when BCC’s office is closed. The BCC Climbing Wall is also located in a facility approximately .5 mile from the main BCC office, often making supervising staff and programs a challenge.

Student Guides. Student employees typically possess less training and experience than senior guides found in the private outdoor recreation sector. This creates challenges meeting insurance guide requirements and could potentially affect the quality of instruction provided to clients.

Shop resources. The rental shop and office are not purpose built to be an adventure recreation facility. There are key factors missing such as specific storage, equipment wash areas, and laundry facilities.

Vehicles. Base Camp Cullowhee owns and manages a 32 passenger bus however the professional staff are the only licensed drivers of that vehicle. Most trips utilize vans through motor pool and are subject to their availability.

B. External Environmental Analysis

Opportunities Co-curricular experiences in the college setting are recognized as essential to student

development as opposed to being viewed as purely forms of entertainment. Students enter college expecting to be provided opportunities for recreation as well as personal development.

The Helicopter Parenting trend creates an opportunity to market programming indirectly to parents through on campus events such as open houses and family weekend as well as through social media. Accepting payment online and over the phone allows parents to pay for programs as their student is registering.

International students studying at the WCU’s rural campus often do not have a car or access to public transportation. University sponsored trips are often the only way for them to experience the area. Extended trips provide opportunities to see more of the United States for both exchange students as well as students in the intensive language program. Exchange rates being in favor of foreign currency for many of our exchange students make the price of trips more affordable for those students.

Construction of adventure recreation facilities in urban areas such as the US National Whitewater Center in Charlotte NC and the Chattahoochee Whitewater Park in Columbus GA make adventure recreation more accessible to students prior to coming to college, making participation in adventure recreation more mainstream and desirable.

Threats Funding. While Base Camp Cullowhee self generates approximately 80% of its operating

budget it is reliant on the allocation of student activity fees for the remainder of the budget. If university prioritization shifted and activity fees were reduced BCC programs would also have to be reduced.


Recreational Trends. If Base Camp Cullowhee cannot keep up with the recreational trends and desires of the WCU students its relevance with students will decrease and participation will drop.

Student Commitment. Through surveys and peer questioning Base Camp Cullowhee has found that while students desire to attend adventure trips they are hesitant to commit to a weekend long program due to school work, employment, and social commitments.

Facility Renovation. Brown Building (where BCC is physically housed) is scheduled for renovation beginning spring 2015. While the long term outcome of a new purpose built facility will benefit BCC, the short term impact of not having a physical shop or location may reduce participation or require the postponement of all programming.

C. Competitive Analysis

This competitive analysis includes competitive entities on Western Carolina University’s campus as well as major private businesses offering recreational services within a one hour drive of WCU. Prices for private businesses only include programs offering the same programs offered by BCC.

On Campus: Last Minute productions (LMP). LMP (located in the same department as Base Camp

Cullowhee) offer student programming such as Movies, Comedians, Concerts, as well as short trips to events such as sports games, and extended trips for spring and fall break. While these trips do not typically involve an adventure component they are offered at the same time as BCC trips. LMP is allotted a much larger budget than BCC and is able to highly subsidize trips often times resulting in a trip for a fraction of the price a BCC trip would cost, in 2013 a trip to a Charlotte

Bobcats game including transportation cost a WCU student $5.00. LMP often partners with the Office of Service Learning to offer service based trips for spring and fall break. While BCC has offered service based trips in the past (sea turtle research in Costa Rica) it has not done so in several years. LMP markets programs in a similar way as BCC utilizing social media as well as printed marketing distributed around campus. Participants may register for LMP trips at the main University Center (UC) desk at any time that the UC is open.

Off Campus Nantahala Outdoor Center (NOC). The NOC has been an adventure recreation staple

for over 40 years in western North Carolina. While the NOC operates in several locations across the southeast, its main base is located in Bryson City, NC, 45 minutes west of Western Carolina University. At the Bryson City base the NOC offers several of the same adventures offered by Base

Camp Cullowhee including whitewater rafting on the Nantahala, wilderness medicine classes, equipment rental, and whitewater kayaking instruction. The NOC’s reputation for providing quality outdoor recreation experiences is nationally known and respected, they were featured on Good Morning America in 2013 and their advertisements can be seen


everywhere from local newspapers to national magazine publications. The 2013 Kayaking Freestyle World Championships were hosted on the Nantahala River in front the NOC retail store, drawing thousands of spectators and competitors from around the world. Many WCU students participated in the festivities completing internships and school projects based on the competition. While the NOC is a huge supplier of adventure recreation, students suggested that the distance from WCU to the NOC is a barrier for patronage.

Fox Mountain Guides and Climbing School (FMG). FMG operates out of Brevard NC, approximately 1 hour southeast of WCU. This company specializes in high end

private and group rock and ice climbing instruction, guiding, and summer climbing camps and provides contract climbing services at Chimney Rock State Park. FMG prides its self on being the only American Mountain Guides Association accredited program in the southeast. FMG also maintains a small outfitters store in Brevard. FMG markets themselves within the climbing community through printed fliers, magazine ads, and also relies heavily on word of mouth.

Motion Makers Bicycle Shop. Motion Makers goal is to “provide an unmatched experience to the customer in their pursuit of bicycle buying and riding” and the company owns two bicycle shops in Western North Carolina, one in Sylva, approximately 6 miles from the campus of Western Carolina University and the other in Asheville approximately 1 hour from campus. Motion Makers offers both mid-range and high end bicycles from striders for toddlers to elite racing bicycles. While they do offer Bicycle demos for customers

interested in buying a bicycle they do not offer rentals. Motion Makers advertises on the radio, with billboards in both Sylva and Asheville and regularly runs ads in publications such as Blue Ridge Outdoors. Motion Makers is the locals favorite bicycle shop where most regular bikers stop in and have a chat after their morning or afternoon ride. The owner is well known, liked, and respected and the shop is known for being a strong supporter and driving force in the local bike scene. The shop typically has at least one assistant mechanic who is a WCU student and Motion Makers and BCC have been known to share employees. Motion Makers is the shop that BCC refers students to if the BCC mechanic cannot fix their bike.

Bryson City Bicycles (BCB). BCB is located in Bryson City 45 minutes from the WCU campus. While BCB does sell road bikes they specialize in both hard tail and full suspension mountain bikes. BCB offers full day mountain bike rentals and caters to residents of Swain County and particularly vacationers. The owners of BCB advertise that they reduce hours in the winter and suggest for patron to call before they come in the case of bad weather. BCB offers a deal of the week ranging from discounts on good to services and advertises the special on their website. BCB does not advertise heavily outside of


Swain County however they are the closest shop offering bike rentals so I felt it pertinent to include them in the competitive analysis.

Competitive Pricing Analysis

Weekend Group Kayak Instruction

Group Climbing Instruction

Single Day Mountain Bike

Rental

Guide Assisted

Nantahala Rafting

WCU Students $50 $50 $10 $25 WCU Staff $60 $60 $15 $30 NOC $369 $59.99 $37.99 FMG $75/ person/ day Motion Makers Not offered BCB $40

D. Customer Analysis

Base Camp Cullowhee is limited to serving the immediate Western Carolina University community and its guests. Due to the Umstead Act preventing most North Carolina state agencies from rendering services to the general public which would create competition for private enterprises, as well as the requirements for how student activity fees are spent, Base Camp Cullowhee is not allowed to offer services to the general public. During the 2012 to 2013 Academic year Base Camp Cullowhee saw 7165 user days (user days constitute a single day visit, not unique participant). Specific participant demographics are not available however we do know where participant user days were accumulated; Climbing Wall: 4402 (which consistently puts this facility at capacity), Trips Clinics and teambuilding programs: 2570, and rentals: 193.The two populations that BCC serve are A.WCU Faculty and Staff and B. WCU Students.

A. WCU Faculty and Staff participate in Base Camp Cullowhee programs on occasion with their participation totaling about 3% of BCC total participant days.

Demographics of WCU Faculty and Staffo 2,500 faculty and staffo 68% live within the Jackson County o 1472 femaleso 1028 maleso 478 full time professors, the remaining include adjunct professors,

Administration, Student Affairs professionals, and support staff. Psychographics

o WCU faculty and staff who participate in adventure recreation through Base Camp Cullowhee say they choose BCC based on the affordability and convenience of the service provided. Most participation is seen in the technical skill clinics (as whitewater kayaking) and equipment rental. These participants are


looking for medium quality equipment suitable for family outings and weekend getaways.

B. WCU Students – Market Segment most likely customers for BCC services. Demographics

o 7,979 studentso 55.6% Female and 44.4% Maleo 83% of undergraduates and 74% of all students are under the age of 25o Race

82.9% White 6.4% Black 3.1% Hispanic 2.7% Multiracial 1.1% Asian 3.8% Other

o 4146 students live off campus and 3833 live on campuso 74% of students receive financial aid

PsychographicsBased on past surveys the following reasons for participation in Base Camp Cullowhee activities have been identified. o WCU is a rural campus with little for traditional entertainment. Often times

students who are participating in adventure recreation do so because they feel there is nothing else to do.

o Students have always had a desire to try the activity or have been interested but never had the opportunity to participate.

o Students are stressed and want to relax.o Students recognize the affordability of the programs and want to try it before they

leave college. o Students have friends who are going on the trip and want to join them. o Students already enjoy adventure activities and want to try a new one.

Target Market

Base Camp Cullowhee has identified WCU freshmen and sophomores living on campus as the target market for BCC programs. Freshmen were identified as a target market because they are new to campus, have the least amount of social commitments such as Greek organizations and clubs, have most likely not started their most challenging years of academic study, and are aware of marketing and are interested in marketing efforts. These students are also in the formative years of their college experience and willing to try new things if prompted by their peers or engaged by a marketing tactic. 1,828 freshmen live on campus which means they are more likely to see BCC marketing as they walk around campus and they are able walk to all BCC programing. These students are already the largest segment of BCC users which makes them valued consumers and potentially word of mouth marketers themselves.


Sophomores have been identified as a target market as the second year students are in the “lost year”. This is the year that students are most likely to struggle academically, drop out of school, or disengage from campus. While it is important to note that this is also the time students are most likely to suffer from over-commitment, engaging these students in adventure recreation will provide stress release and engagement. There is a general lack of programming on university campus’s targeted directly at sophomores. Directly marketing to sophomores also helps BCC move participants up the frequency escalator by maintaining their participation from freshmen to sophomore year and hopefully transitioning many of them from light to medium users.

Juniors and seniors participation are important to BCC however these segments are so busy with commitments and academic programs that if they are not already involved with BCC, the task of engaging and creating medium users out of them is challenging. The marketing tactics utilized by BCC will not exclude these segments however marketing tactics will focus on freshman and sophomores living on campus.

III. Marketing Goals

A. Organization Goals

The goal of Base Camp Cullowhee is to provide co-curricular programing and resources for the students of Western Carolina in a way that encourages them to:

Experience adventure in the great outdoors Learn new outdoor activities and skills Challenge themselves in familiar and foreign settings Grow as a person and a leader Connect with other people

While supervised by professional staff these programs and resources will be led by student staff as to provide peer interaction and leadership development. Through participation in Base Camp Cullowhee activities students will experience self-growth, develop an appreciation for our natural environment, and learn lifelong personal recreation skills.


B. Marketing Plan and Project Goal

The goal of this marketing plan is for Base Camp Cullowhee to increase Western Carolina University student awareness of and participation in adventure recreation through Base Camp Cullowhee.

C. Product Portfolio and Positioning

Base Camp Cullowhee strives to achieve its organizational goals by offering an array of activities and resources led by student guides. These programs include the following offerings.

Open enrollment adventure trips including whitewater rafting, whitewater kayak instruction, backpacking, caving, skiing, skydiving, rock climbing, and other trips. Transportation and meals are provided for all trips as to be accessible for all students.

Rental equipment including camping equipment and human powered boats available to all students, faculty, and staff for an affordable fee. The BCC rental shop is open Monday through Friday from 11am – 5pm and is staffed by student employees.

Indoor climbing wall offers 35 hours per week of open climbing at no charge for students and offers regular free skills clinics such as belaying and route setting.

Free bike tuning shop available to students during BCC open business hours and an on duty bike mechanic for six hours per week.

Teambuilding programs are offered for student groups and classes. Base Camp Cullowhee strives to provide these programs at minimal to no charge and when charges are assessed to students they are done so in an economy pricing structure for the programs to break even.

Base Camp Cullowhee positions itself as “WCU’s Resource for Adventure” because BCC is the sole provider of co-curricular adventure recreation programs led by students for students to the places students want to go, doing the things students want to do. We reinforce our position with our recognizable logo and eye catching marketing including associative imagery.

D. Value Proposition

Base Camp Cullowhee is committed to providing a unique service to the students, faculty and staff of Western Carolina University by offering affordable and accessible adventure recreation opportunities and resources for all skill levels, priced well below the market value of such programs.

IV. Marketing Strategy

Base Camp Cullowhee (formerly Outdoor Programs) has been an active organization on the campus of Western Carolina University for over 30 year serving students by providing adventure programming. While the scope of BCC has been slowly growing since its inception, participation in programs fluctuates with student involvement, economic conditions, and trip offerings. While BCC saw a large usage increase in users days with the addition of its indoor climbing wall in 2008 (increasing user days from 2544 in the 07/08 academic year to 7647 in the 08/09 academic year) participant user days have plateaued in the last three years. In the spring 2013 semester


WCU reached the enrollment goal of 10,000 students, BCC desires to reflect this growth with increased particpation. Base Camp Cullowhee’s marketing strategy will be to increase its participant user days from the 2012- 2013 to the 2013-2014 school year by 10% which will show increased awareness and participation in adventure recreation through Base Camp Cullowhee.

Base Camp Cullowhee will implore several different tactics to achieve this strategy. Considering BCC’s target market cycles through the university every couple of year, it is constantly in multiple product cycles at once. While the program it’s self is not in the introductory/ awareness stage, every year there is a new group of freshman to whom it has to be introduced while at the same time trying to maintain interest with sophomore and juniors, as those classes graduate the cycle will begin again. It is our intent that BCC will never reach the Decline stage of the product life cycle as we hope to continually garner interest from incoming classes. BCC plans to move participants through the product life cycle by offering introductory programming such as class presentations as well as marketing while creating and maintaining a connection with our repeat participants and offering progressive technical adventures. After participants have exhausted the technical offerings of BCC they may utilize our rental equipment to continue their personal skill development which will maintain their participation.

V. Marketing Tactics

The following marketing tactics contribute to increasing Base Camp Cullowhee participation by increasing knowledge and awareness of BCC, encouraging resgistration, and using student feedback to better tailor programs to student’s needs and desires.

Tactic 1. Create and distribute an online Qual-trecs survey.- Survey will ask student’s knowledge and preferences including trip offerings, pricing,

hours of operation, barriers to participation, etc. - Survey will be distributed to all students through their student Mycat account.- Completion of the survey will enter the student to win a 4-man Kelty tent (the same

model used in BCC’s rental program)- At the completion of the survey students will be issued a onetime use coupon for $2.00

off any BCC program or service (excluding product purchases and Wildcat Memberships)

For full survey see appendix

This tactic will increase awareness of Base Camp Cullowhee as every student will see the survey, and will increase participation as BCC will tailor programming to meet student desires, needs, and financial concerns. The opportunity to win a tent will initiate action to complete the survey.

Tactic 2. Schedule monthly University Center Lawn interactive marketing displays. Each month two BCC staff set up displays related to programs offered that month. BCC staff will take silly picture of students and their friends in the display and register participants for that month’s trip. Immediately after each display day, all pictures will be posted to the BCC Facebook where people can go and tag their photos.


This tactic will increase student awareness in adventure recreation as the University Center Lawn is the main path through campus which most students walk through at least once a day. Even if students are not interested in attending the trip associated with the display, they will be more aware of BCC and the opportunities provided. Eye catching displays will attract interest and student staff will be able to introduce and sell the program. The photos will prompt students to visit the BCC Facebook site to tag their photos. The experience will prompt a desire to participate in these programs and the ability to register right there on the lawn will prompt the action of registering immediately so that they don’t forget to do so later, therefor increasing participation in BCC.

Month Display DescriptionSeptember Rafting Employees will inflate a raft on UC lawn with a fan

sprinkler set up behind it. Students will be able to put on PFD's, hold paddles, and sit in the rafts to take group pictures.

October Caving This display will be set up in the evening after dark. Caving Suits, Helmets, and headlamps will be available along with "Cave Mud" will be available for students to wear and take pictures.

November Leaf Change Hike

Autumn themed Ghillie suits will be borrowed and provided for "Leaf Looker" photos.

January Skiing Hot Chocolate, skis and snowboards, and winter outerwear to go along with a chair lift bench borrowed from Cataloochee ski resort.

February Winter Backpacking

Backpacks, winter hats, and Yeti suit.

March Whitewater Kayaking

A Kayak Roll simulator, built by the Parks and Recreation Management will simulte rolling a kayaking. Two kayaks with all related equipment will be staged for pictures.

April Tuck River Clean Up

A raft will be inflated and large organge trash bags will be placed in the raft wil several tires. PFD's and paddles will be available for picture.

Tactic 3. Create a frequent users club called the “Wildcat Club”. Students who want to frequent BCC participants may choose to join the Wildcat Club for $60/ year or $35/ semester and receive the following benefits:- Discounts on each program that involves a fee (typically $3, but varies based on the price

of the program)- A free trip each membership semester. Fall: Raft Trip Spring: Friday Night Ski


- Free T-Shirt- BCC will hold your medical information on file so you don’t have to complete a new

form each timeThe Wildcat club will be promoted with posters around campus, at Valleyballey Hoo (WCU’s opening festival) and on Facebook.

For Wildcat registration form see appendix

This tactic will attract interest because of the associated discount, t-shirt, and free trips. The free trip in particular creates a desire to join the club so that they may attend and action is initiated to participate in BCC programs because they have spent the money upfront and will be looking for the return on their investment. For students who area already aware of BCC, belonging to the Wildcat Club will promote more frequent participation.

Tactic 4. 50% of freshman LEAD and USI classes in the Fall semester (approximately 40 sections / visiting 20) will visit BCC. BCC student staff will introduce programs and resources and lead teambuilding activities for the 50 minute class.

This tactic will increase awareness for students who have never heard of BCC or who have forgotten about the opportunities, as opposed to waiting for students to hear about and come visit us. BCC will visits will be during a class, providing a break from studies for students and providing an immediate audience for BCC. Staff will highlight the bestselling trips such as skydiving and free trips like the Tuck River Clean Up to arouse desire (even if someone doesn’t want to skydive, it’s an exciting topic). Participation in the teambuilding activities with the BCC student staff will create a feeling of familiarity and make it easier to approach or participate in activities with BCC in the future.

Tactic 5. Create a series of promotional and instructional videos ranging from a rafting trip promotion and Bike Shop promotion to how to pitch a tent. Videos will feature BCC student staff and will be posted to YouTube (to make is possible to track viewing) and embedded in BCC’s Facebook page and website. BCC will also request that the videos be shared to WCU’s Facebook page.

This tactic will increase awareness of BCC and the services it offers for students not already aware of BCC’s existence through postings on the WCU Facebook page. It will make students who are already friends with BCC more aware of the services provided and activities that happen at BCC. Through videos of trip activities students will gain a better understanding of what participating in an activity is like which will arouse their desire to participate. Through helpful, friendly instructional videos, BCC’s image as serving students will be promoted and students will be more likely to utilize base camp more often to access services such as the bike shop or rentals.

Video examples and description: Rafting: http://www.youtube.com/watch?v=JhCk9WXsyWI

Pitching a Tent: Setting: Wooded area outside BCC. Two students walk through laying the tent out flat, assembling the poles, being careful to make sure sections are completely


http://www.youtube.com/watch?v=JhCk9WXsyWI

connected to ensure they do not split. Students will show the poles inserting into pole holders and how to attach the tent to the poles. Next the fly will be added, ensuring it is not upside down which will negate waterproofing, and attach the fly to the tent. Tent stakes are inserted and viola, a tent. Students will wrap up with a quick safety talk about tent site selection.

Outfitting a Kayak: Setting: Inside the BCC shop. Two Students walk through the steps of outfitting a kayak including moving thigh braces, seat, and bulkhead, and then continue with small adjustments such as padding hips and backband movement. Students will first talk about how the boat should feel on your body and then demonstrate making the changes needed to have that fit. Video will conclude with brief whitewater kayak safety talk.

Reviving your Water-Proofing: Setting: Harrill Residence Hall shower and laundry room. Students will show testing waterproofness in a shower and then walk through the steps of using a washer and dryer to revive waterproofing. Topics covered will be temperature, additives to use and not use, and length of time to dry.


V. Implementation and Control

A & B. Action Plan and Budget

Calendar and Budget The budget is based on an average staff wage of $7.50/hour. Lawn displays require 2 staff for

approximately 6 hours, videos require 3 staff for 2 hours of filming and 1 staff for 3 hours of editing, and class visitation is allotted 1 hour plus 20 mins planning time for each class. Copying fees at $.25 per copy.

Month Activity BudgetApril Release Qual-trecs Survey $0

Estimated coupon redemption $100August Begin visiting USI and LEAD Classes Class Visit total budget = $202.50

Promotional Video: Rafting Produced by WCU publications =

$0 Wildcat Club Poster hung Printing & Hanging = $14.50

Wildcat T-shirts $356.25Wildcat potential trip loss $625.00

September UC Lawn Display: Rafting Staffing = $90

Instructional Video Release: How to set up a tent Filming and Editing = $67.50

Visit USI and LEAD classes October UC Lawn Display: Caving Staffing = $90 Complete visiting USI and LEAD Classes November UC Lawn Display: Leaf Change Hiking Staffing = $90January UC Lawn Display: Skiing Staffing = $90February UC Lawn Display: Winter Backpacking Staffing = $90 Instructional Video: How to outfit a kayak Filming and Editing = $67.50March UC Lawn Display: Whitewater Kayaking Staffing = $90

Instructional Video: how to revive your Waterproofing Filming and Editing = $67.50

April UC Lawn Display: Tuck River Clean UP Staffing = $90 Total: $2130.55

C. Evaluation

Tactic 1. Qual-trecs survey. Effectiveness will be based on the number of surveys completed and returned and the number of coupons redeemed at Base Camp Cullowhee. A 10% return rate would be considered successful.

Tactic 2. Lawn Display. Effectiveness will be measured by the number of participants who registered for the trips at the display (will be noted on their registration form) as well as how


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many people are tagged on display photos on Facebook. Display trip registrations will be compared to shop registrations (for the same trip).

Tactic 3. Wildcat Club. Effectiveness will be measured by how many people register for the Wildcat Club as well as how many programs a wildcat attends. The goal is for Wildcats to attend a minimum of two programs on top of the free Wildcat trip.

Tactic 4. Class Presentations. Effectiveness will be measured by how many students show to each presentation compared to the number of students on the roster. Since awareness of program and BCC location is part of the goal, simply visiting the BCC shop with their class will mean this tactic has been successful.

Tactic 5. Videos. Effectiveness will be measured by the number of times the videos are watched.

During the 2012/2013 academic year Base Camp Cullowhee served 7165 participants with adventure programming. It is the goal of this marketing plan that in the 2012/2014 academic year Base Camp Cullowhee will serve at least 7881 participants. We feel that by employing the above 5 marketing tactics we will increase the campus community’s knowledge of Base Camp Cullowhee and create additional desire to participate in BCC programming. We will know whether we have met our goal by tracking participation in all BCC programming through the tracking of student identification numbers at every program and comparing it to years past. It is our hope to continue increasing attaining participation goals as the University continues to grow.

Base Camp Cullowhee needs your help! Please complete the following Survey so that we may tailor our offerings to accommodate the programs you would like us to offer. Have you ever participated in a Base Camp Cullowhee program?

YES NO What is Base Camp Cullowhee?

If yes, which programs: _____________________________________________________________If no, Why not: ___________________________________________________________________

What adventure recreation activities would you like to see offered through Base Camp Cullowhee?

1.2.3.4.

5.6.7.8.


Base Camp Cullowhee

[email protected]: Base Camp Cullowhee

What is are the biggest barriers in participating in Base Camp Cullowhee programs?

Money Time Knowledge about programs

Programs don’t interest you

Additional Reasons: _____________________________________________________________________________________

The Base Camp Cullowhee shop is open M-F 11am-5pm. Does that allow you adequate time to register for trips and rent equipment?

Yes No These hours would be better: _____________________________

The Base Camp Cullowhee Climbing Wall is open M-F 4pm-8pm. Does that allow you enough climbing time?

Yes No These hours would be better: _____________________________

If you have attended a Base Camp Cullowhee Program that you have enjoyed and are willing to provide a short testimonial, please do so here: ____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

AdditionalComments:________________________________________________________________________________________________________________________________________________________

Wild Cat Program Base Camp Cullowhee has made it easier and cheaper than ever to be a regular

customer. Join the Wild Cat Program and receive cool swag and significant discounts on Base Camp trips and services. This is a perfect program for those who want to go on weekly, even daily outdoor adventures with professional instruction

from the Base Camp Cullowhee staff.

Wild Cat Benefits:Discounts on all trips


Free Trips for Wild Cats onlyKeep your paperwork on file

Prices:$35 Semester / $60 Year

REGISTRATION FORM

Name: ___________________________________________________________

Phone: Cell/other: _________________________________________________

Email: ___________________________________________________________

Mailing Address: __________________________________________________

Permanent Address: _______________________________________________

Student ID#: ______________________________________________________

Amount Paid: Semester Registration $35 / Yearly Registration $60

Wild Cat Signature: __________________________________Date: _________

BCC Staff Signature: _________________________________Date:_________

Wildcat Club Poster


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