LONGACRE

1)

marketing source of
category competitors/brands bodies
objective volume

non users of
(adventure)
stimulate adventure
acquisition overnight Longacre Expeditions
demand overnight
camping
camps

79,500

Adventure day
steal share Sandy Hill &
acquisition and overnight day campers
(from:) Nature Place
general

27,500

stimulate Adventure longacre

retention Longacre expeditions
demand overnight users

6,000

Multi and
steal share nature, Long Acre & Nature
retention current
(from:) adventure Place
brand

800
2) It seems like expanding by acquisition of non-users is the best option. There are
the most potnential new campers in this segment, which could generate the most
new revenue. It's recommended that Longacre conduct some more research about
how many nonusers could afford to send kids to overnight camp and what reasons
they might have not to send them.

3) The key metrics that we would recommend collecting include the population of
nonusers who would send their kids to camp - especially among the population of
parents. It would be useful to know how long kids normally spend in camp and
whether they attend multiple camps.
NGACRE EXPEDITIONS: 4 B'S
Analysis
beliefs behaviors
%
% converte
before converted after before d after

go to overnight
"overnight adventure
general camp, Sign up for 2
"Camp is okay" camp may make me
day camp, or no weeks Longacre
independent"
camp

2% 1,590 20% 318

"day camp is "overnight camp is more Sign up for 2

go to day camp
more exciting" exciting than day camp" weeks Longacre

2% 550 20% 110

if we send the kids to
kids only need
camp for many weeks, only limited more sessions per
one week of
then we have more time sessions camper
camp
to ourselves

2% 120 20% 24
longacre is more
we like various attend both attend only
prestigious and safe
camps camps longacre
than other camps

2% 16 20% 3
 bucks (incremental,
key metric
year 1)

new bodies 2 weeks

# new users $1,590,000

new bodies from other

camps

# users changed
from day camp to
Longacre $1,100,000

more weeks

# of weeks
attended $240,000

more bodies

# of camps
attended $16,000
 bodies cost/week
camper aged children 85,500
never joined (potential
customers) 48,800
Day camp (total) 27,500 75% for 4weks, 25% for 8weeks
Nature Place
(Adventure Day) 7,500 $1,500
Day Camp in the Park
(General Day) 20,000 $1,750
Overnight (total) 10,000 2-4weeks good for first-time custome
Longacre (Adventure) 6,000 $2,500
Sandy Hill (General) 4,000 $2,500
Multibrand
Long Acre & Nature
Place 800
Longacre & Day Camp
in the Park 0
Longacre and Sandy Hill 0
25% for 8weeks

od for first-time customers