Marketing Strategy
Pricing factors:
The target market varies in its financial resources ranging from modest to affluent. Granite Rock will offer a wide range of pricing packages to accommodate a diverse range of budgets and interests. Obviously peak demand will be during the summer months with still strong demand during Spring and Fall as there is usually flexibility with scheduling of retreats for the target market. Unlike luxury tours and other high price tours and resorts, camp retreats are little impacted by macro-consumer trends and state or nationwide economic conditions. Camping has always been an affordable means of getting away from it all.
A survey will need to be conducted of what various retreat companies charge for accommodations and services and pricing will be determined taking that market data into consideration.
Advertising and Promotion
Granite Rock will be promoted through the promotional activities of the Tuolumne Visitor's Bureau, a target public relations campaign to travel related publications and a strong Internet presence. A virtual tour will be included on the website and a DVD promotional package that highlights the features of the camp can be created. Ideally, once a brand identity has been established, word-of-mouth will be the greatest source of advertising and referral. Establishing ongoing yearly accounts and recurring reservations will also help to ensure maximum occupancy. Marketing collateral will be created for distribution at the Yosemite Visitors Center and other tourist venues. Advertising in travel magazines and other media outlets and internet websites will also be explored