6. TARGET MARKET
• Lower Mainland and Tri-cities
Geographic
• Ages 12-18
• High school students
Demographic
• Maslow’s Hierarchy of Needs: love and belongingness
Psychographic
• High brand loyalty
• Experience-focused
Behavioural
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7. COMPETITIVE ANALYSIS
Ticket price Experience Duration and Time Target market
PNE $16 (2013) • Food
• Entertainment
• August 22-September 7
• 10 AM-6PM
Families
Young adults
Stanley Park Movie
Nights
Free • Entertainment • July 8- September 2
(Tuesdays)
• 8:00PM-10:30PM
Families
Young adults
Richmond Night
market
$2.25 (2014) • Food
• Entertainment
• May 16 – October 13
• 7:00PM-12AM
Families
Young adults
Immigrants
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8. SWOT ANALYSIS-INTERNAL
STRENGTHS WEAKNESSES
• Strong relations with media
groups
• Non-Profit: registered charity
• Strong human resources team
• Highly accessible location
• Strong brand equity
• Reoccurring attractions
• Restoration costs for older
rides
• Cost reflected in high ticket
price
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9. SWOT ANALYSIS-EXTERNAL
OPPORTUNITIES THREATS
• Social media use
• Technology (payment systems
etc.)
• Strengthen collaboration with
tourism groups
• Open up new revenue streams
• Weather
• Economy
• Intense competition
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12. APOCALYPSE
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Individuals sign up online as “Zombies” or “Survivors”
Zombie apocalypse simulation
Inspired by Zombie Walk, The Last of Us, The Walking Dead
• 19,000 people participated in Vancouver’s Zombie Walk (2014)
13. APOCALYPSE
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① Teams register online
② Dress up at event
③ Receive special tags to track points
① Survivors: have a Laser hit a Zombie
②Zombie: tap Survivor’s shoulder
④ Evening event
① Ambience, simulation
• Integrates well with existing resources
• Capitalize on growing niche market
16. ②READY, START, GO!
• Registration
a) Sign-in
b) Scan Station1 QR Code to activate Clue 1
• Teams start with Clue 1 when they sign in at Station 1
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17. ③COLLECT CLUES
• Each clue brings teams to an official
#FindingWaldo station
• Teams take Selfie at stations
•Use #FindingWaldo with photos
• Total 10 stations throughout PNE
greater exposure to PNE grounds
• Winning team finds Waldo first + receives special
prizes
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18. EXHIBITS
Sherlock exhibit and Dr. Who
Steven Moffat,
• Critically acclaimed writer
• Strong fandom
• Viewership:2.4 million viewers globally for the
50th anniversary
• Brand value: niche market
Tumblr, Twitter, and major blogging sites
• History: over 20 years of broadcasting = attracts
young and old
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19. MARKETING PLAN
• - Penetration strategy
• - Price based on elasticity
Price: 2 for 1 at $16
• - Reach a high percentage of the target market
• - Also ensures frequency
Promotion: social media
Product: Apocalypse, Where’s Waldo, and Fandom Fair
Place: PNE
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