Marketing Strategy for Raising Revenue to Support the Mission at Treehaven, a Residential Natural Resources Education and Conference Facility
File(s)
Date
2011-05Author
Makova, Polina
Publisher
University of Wisconsin-Stevens Point, College of Natural Resources
Metadata
Show full item recordAbstract
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.