describe how the four Ps can be used to attract existing and new customers back to the U.S. Park Southeast when it reopens, keeping the target demographics in mind. Your response should address the following:
Describe the plan to market the product to the identified target audiences. What communication strategy will you use for the target audiences regarding the park services?
Describe the pricing strategy that should be considered to drive new and existing customers. How will you communicate the value of your offering through an effective pricing model?
Describe the role of place in attracting customers back into the park. Identify the appropriate communication method to share information about the safety measures you have taken.
Describe two promotional events aimed at your two target audiences designed to drive attendance. Include one promotional event for each of the two target audiences. This element requires you to use your own creativity or previous exposure to promotional events.
The considerations should be such that customer and business perspectives are well balanced. The company is open to ideas showing creativity and innovation but does not want to reinvent the wheel completely.
Share your expectations and understanding about Milestone Two, including any questions or concerns you may have regarding:
Determining the right target audience
Consumer research methods
Trends in corporate social responsibility (CSR) impacting the park business
Marketing methods to be considered for the reopening of the parks
Search engine optimization
To market the product, the communication strategy will highlight new attractions and improved safety protocols. For families, messaging will focus on refreshed playgrounds, updated family-friendly rides, and enhanced sanitation. A communication campaign using social media, local parenting blogs, and community newsletters will showcase these improvements with testimonials from familiar faces (e.g., local influencers). For young adults, communication will center on new events, live music opportunities, and unique food and beverage options, promoted through Instagram and TikTok campaigns featuring user-generated content and behind-the-scenes "story" content.
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Price
The pricing strategy will be designed to encourage immediate attendance while also communicating value.
For the reopening, a tiered pricing model will be implemented. This includes:
Early-bird discount: A limited-time offer for the first month of reopening to incentivize repeat visits from existing customers. This will be an exclusive discount code sent via email to previous ticket holders.
Bundle deals: Family passes that include admission, food vouchers, and a souvenir to provide a clear value proposition for the family demographic.
Dynamic pricing: Lower prices during off-peak days to drive attendance and encourage new customers to visit.
The value of these offerings will be communicated through a clear, transparent pricing page on the park's website and app. Social media posts will feature simple infographics explaining the savings, such as "Family Fun for Less Than a Movie Ticket."
Sample Answer
To attract both existing and new customers back to the U.S. Park Southeast upon its reopening, a strategic marketing plan incorporating the four Ps (Product, Price, Place, and Promotion) is essential. The plan will focus on balancing customer needs with business objectives.
Product
The product offering is the park's services and amenities. For the reopening, the park will emphasize a revitalized, safe, and family-friendly experience. The target audiences include:
Families with young children (Existing customers): These are repeat visitors who prioritize a safe, clean, and engaging environment.
Young adults/millennials (New customers): This group values unique experiences, social media opportunities, and a vibrant atmosphere