Marketing Strategy for Raising Revenue to Support the Mission at Treehaven, a Residential Natural Resources Education and Conference Facility
University of Wisconsin-Stevens Point, College of Natural Resources
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This project proposes a marketing strategy for Treehaven to utilize its resources beyond the College of Natural Resources, University of Wisconsin – Stevens Point summer session resulting in increased revenue. The target audience of the research, which provides the background for the marketing strategy, is for-profit organizations from Wisconsin’s Fox River Valley region. It is assumed that these organizations are potentially able to rent Treehaven facilities for various professional needs while enjoying an outdoor experience. The development of this strategy required a prior research which was done in several stages, primarily through a qualitative approach in this study. The study analyzed the effective communication and marketing practices of existing residential environmental stewardship institutions in selected US organizations, Treehaven resources that are of potential benefit to for-profit organizations, and the needs and interests of for-profit organizations from the area defined above. The data from the research identified factors affecting consumers’ choices and determined best marketing practices, which served as the background for the development of the marketing strategy document.