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Tic Executive Summary

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This marketing report was created for Josh Howard, founder of Toronto’s Intercamp Classical Annual Charity event, to assist him in successfully reaching a profit target of $156,250 from 2013’s TIC and to keep the event growing at the same rate as previous years. To support this goal, Howard will look to focus the target market and produce a marketing plan that supports this target. Examining TIC’s internal capabilities yielded most interesting results. Financial capabilities showed that TIC has no set marketing budget, and therefore is not limited in the financing of promotional opportunities. The marketing capabilities of TIC outlined its reputation in the community and how that can help with attracting local sponsors to their event. Operational …show more content…
This report suggests that TIC provide food for participants only, as the additional $4 per person would require TIC to introduce an additional 5 teams to the event. This is not feasible, as this is a new market and it can not be guaranteed that TIC can attract a total of 103 teams, compared to 98. The target market recommended would appreciate the addition of a secure, user friendly software to donate with. TIC should purchase the software to improve the donation experience and streamline the process. Taking advantage of social trends, TIC is recommended to bring in local businesses to the event via sponsorship packages. With the businesses’ booths spread over 8 fields, it is the most effective enticement for them to purchase the package. To promote and advertise to TIC’s market, they should hire a videographer for a highlight video. This video gives the viewers insight to what the event is about, provoking interest. TIC should also run a raffle for this event, as it is a sure way to create a fun atmosphere and bring in revenue. It is recommended that TIC hire a social networking employee to reduce the work load of Howard and his volunteers and to promote interest in the event. TIC is recommended to raise the minimum donation requirement for teams to $1500 to cover the costs of the event, and reduce the number of teams they need to reach their profit target. With this new requirement, it decreases the number of teams needed from 119 to 98. TIC’s current location is perfect for the event, as a cheap cost and large size makes it easy for the organization. By implementing this marketing plan, TIC will realise the maximum attendance to the 2013 events and reach their profit

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