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MARKETING PLAN

AMARILLO PARKS & RECREATION

LEGO ENGINEERING CAMP KELLY RAMOS | WWW.LANDEDAMONGTHESTARS.COM


MARKETING PLAN - LEGO ENGINEERING CAMP

TABLE OF

CONTENT Executive Summary Target Customers Unique Selling Proposition Marketing Materials & Promotions Strategy Joint Ventures & Partnerships Referral Strategy

KELLY RAMOS | WWW.LANDEDAMONGTHESTARS.COM


MARKETING PLAN - LEGO ENGINEERING CAMP

EXECUTIVE SUMMARY The challenges that the City of Amarillo Parks & Recreation faces is not impossible to remedy. Educating the public about the role they play, improve the ability to locate the programs, and increasing participation in the Lego Engineering Camp. Amarillo Parks & Recreation's mission is "to enhance the quality of life for Amarillo citizens through quality Parks, Programs, and People." Discovering whom the target audience is and creating a unique selling proposition are the beginning steps in increasing the participation for the Lego Engineering Camp. Creating marketing and promotion strategy, while forming partnerships and referral strategy will help get more young minds through the doors.

KELLY RAMOS | WWW.LANDEDAMONGTHESTARS.COM


MARKETING PLAN - LEGO ENGINEERING CAMP

TARGET

CUSTOMERS

Legos are already meant for children (and adults) starting at the age of one year and up, depending on which Lego set is chosen for the child. The Lego Engineering Camp, ideal age range, is 7 to 14 years old. However, since the program is pretty versatile, the participants may be as young as three years old. These ages are a critical point for the youth as their minds are developing quickly and absorbing everything like a sponge. Therefore, making it an ideal time to introduce STEM. In addition to children, their parents are important targets. Parents will want the best for their children inside and outside the classrooms. Anything to help their child succeed, a parent would take advantage of. So with the Lego Engineering Camp, parents will see that their children will not only experience a popular toy they likely grew up with, but also ignite their curiosity in STEM.

KELLY RAMOS | WWW.LANDEDAMONGTHESTARS.COM

CHILDREN Ages 7 - 14 yrs.

PARENTS Desire growth for child. Grown up with Legos. What to spark curiosity for their children.


MARKETING PLAN - LEGO ENGINEERING CAMP

UNIQUE SELLING

PROPOSITION

A competitor of the Amarillo Parks & Recreation's Lego Engineering Camp is the Don Harrington Discovery Center. During the Summer months, the Discovery Center offers an array of Summer camp programs from June to July for ages 3-5 years old and first to sixth grade. Each camp is dedicated to a particular science subject, possibly touching on the different points in STEM. Their USP states: "The Discovery Center Summer Camps give kids a perfect mix of learning and fun!" With the Lego Engineering Camp offered by Amarillo Parks & Recreation, STEM is taught throughout the whole program and not broken up into different camp sessions. The USP for Amarillo Parks & Recreation should be:   "Put your children's creative skills to work as they dive into STEM with Legos!" This program is significantly more cost effective for parents. 

KELLY RAMOS | WWW.LANDEDAMONGTHESTARS.COM


MARKETING PLAN - LEGO ENGINEERING CAMP

MARKETING MATERIALS &

PROMOTIONS STRATEGY In 2018, the best way to promote the Lego Engineering Camp is by using social media. Facebook and Instagram would be ideal social media platforms to push content. Ideally, parents would be the ones viewing these. It would be essential to implementing new media such as 360 cameras, interactive games, and animations to name a few. With new media tools, parents can introduce STEM to their children, prompting the initial spark of interest. With social media, it would be important to push the content with paid/boosted ads. Doing this would not only increase the views and interactions but also increase traffic to the website. This can also be done with specific keywords such as STEM, Legos, and camps, also known as SEO. Additionally, email blasts and mailers sent to homes could help increase participants for the camp.

KELLY RAMOS | WWW.LANDEDAMONGTHESTARS.COM


MARKETING PLAN - LEGO ENGINEERING CAMP

JOINT VENTURES &

PARTNERSHIPS With this camps involving Legos, partnering with the company would be fitting. More often than not, large companies such as Legos would partner or sponsor an event that uses their products and is trying to make a difference (especially involving children), like the Lego Engineering Camp. This would be great publicity for Amarillo Parks & Recreations.

KELLY RAMOS | WWW.LANDEDAMONGTHESTARS.COM


MARKETING PLAN - LEGO ENGINEERING CAMP

REFERRAL

STRATEGY A strong customer referral program could increase the success of the program. By giving children a memorable experience at the Lego Engineering Camp and introducing them to STEM would show parents how beneficial the program is. With that said, parents would refer the camp to family, friends, and colleagues. by doing that parents could receive 5% off the next time they sign their children up for the next Lego Engineering Camp.  

KELLY RAMOS | WWW.LANDEDAMONGTHESTARS.COM

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