American Dream Snow Park Marketing Proposal

American Dream Snow Park Marketing Proposal

Executive Summary

Background

The American Dream Meadowlands is a facility located in Newark, New Jersey offering a host of retail and entertainment attractions, including a one of a kind indoor ski experience. This is the only indoor snow park in North America. Based on the marketing position we strive to achieve, our target market will consist of tourists, locals and families. We want our target market and consumers to perceive our facility in terms of positioning as a high quality product that provides high levels of entertainment and active participation (Appendix A). Our facility is in a location where skiing and snowboarding is popular among the locals. With our main target being tourists we are dependent on the disposable income of our target market.

Competitive Analysis

We are primarily competing with all of the other means of entertainment that New York and New Jersey have to offer. Along with these external competitors, we are also competing with all other venues within the American Dream Facility. Examples consist of activities such as an indoor ice rink, amusement park, retail stores, etc. Lastly, although we do not consider ski resorts a major threat because they are hours away from where our facility is located, we do still have to consider them a competitor when it comes to losing visitors that primarily come to the American Dream solely to ski.

Marketing Objectives

* 5% of all American Dream attendees utilize the snow facility

* Converting mall goers into snow park consumers

* 25% of facility users use the “American Dream” mall card

* Create convenience for the casual consumers

* Hit 1 million live streaming views for our kickoff event

* Generating excitement through social media campaign

Marketing Budget

Our marketing objectives and tactics will cost us $2.5 million to execute the first year (Appendix A). We look to cover the majority of our costs...