The document outlines a marketing strategy for promoting a real estate seminar hosted by Vision Investment Properties at a golf club in Kelowna, BC. It recommends partnering with a local golf club as their members align with the target demographic of ages 35-65, incomes over $60k. Primary promotion would target golf club members through the club's channels, and offer attendees an incentive to bring friends. Secondary strategies include promoting through Vision's own channels, existing customers, and local third party websites. A work breakdown structure then details the planning, logistics, promotion and execution of the seminar event.

1. Mariam Ekizyan Sample of Marketing Material
Assignment for a Marketing Intern Position
Goal:
To develop a marketing strategy to promote seminar of a real estate company in Kelowna. Try to reach the
target demographic which is listed in target demographic. Please consider all avenues for promoting the
event and choose the best one to communicate to our target market. Be sure to explain your rationale
behind your choice(s) and elaborate on its effectiveness.
Target demographic:
The target demographic is both male and female individuals in the ages of 35 – 65 with household
incomes of $60,000 or more. They typically have a family, own a home, and are working class
individuals with a decent amount of disposable income.

2. Marketing Strategy for a Seminar in Kelowna
To attract the right demographics to Vision Investment’s seminar in Kelowna, I suggest partnering with a
local golf club that can host a dinner/seminar event and provide the audience from its membership. I
chose a golf club because its members’ demographics closely match Vision Investment Properties’ target
market, as you can see from the chart below.
Golfer Demographic Statistics
Source: GolfWashington.com online guide (http://golfwashington.com/index.php/Advertise-w/-
GolfWashington/)
Demographics Audience
Age 31 - 54
Annual Income $ 65,000 – $ 124,000
Interest: Travel, Financial Services , Real Estate Information
Benefits of partnering with a golf club to host this event include
Good demographics fit
Availability of banquet facilities that can host events. For example,
Kelowna Golf & Country Club Dining Facilities
http://www.kelownagolfandcountryclub.com/199/Dining+and+Catering
Kelowna Springs Golf Club - Legends Golf Grill & Banquet Facility
http://www.kelownasprings.com/legends.shtml
Existing channels of communication with an established membership group
Pleasant ambience of a golf and country club that will ensure a high turnout rate
The golf club will need lots of support in creating and distributing the marketing message to its
members; thus Vision Investment Properties should make it as easy as possible for the club to promote
the event. Two types of marketing strategies will be used for the seminar: primary and secondary. The
primary strategies will target only the golf club members and their friends, the optional secondary
strategies - a wider audience.
Primary promotional strategies:
Create marketing content and materials for the golf club to distribute through its own channels:
o Online: membership newsletter, email blast, club’s website, club’s social media
(Facebook, Twitter)
o Traditional: posters at the club
Offer all attendees the option to bring two friends (who will likely also fit the target
demographics), entice members who bring friends with a prize (e.g., golf equipment from the
club’s pro-shop)
Secondary promotional strategies:
- Promote the seminar through Vision Investment’s website and social media channels; Twitter,
LinkedIn events, and Facebook
- Inform existing customers through the e-newsletter and press releases
- Announce the event through third party websites such as Board of Trade, City of Kelowna,
Kelowna events, and EventBrite
- Obtain a subscribers’ list from Kelowna Real Estate Magazine and mail them directly
- Develop and distribute a brochure containing a brief description of the company and seminar
details in the Kelowna Golf Shuttle vehicles, holiday resorts, and local banks

3. Work Breakdown Structure
OUTLINE VIEW
1. Real Estate Seminar in Kelowna Golf Club
1.1 Seminar Planning
1.1.1 Finalize seminar objectives and profile
1.1.2 Assign responsibilities to employees
1.1.3 Develop seminar content and Powerpoint slides
1.1.4 Develop event schedule and budget plan
1.2 Logistics Coordination
1.2.1 Contact Kelowna golf clubs and local banks
1.2.2 Reserve golf club banquet hall and catering service
1.2.3 Contact quest speakers to check their availability and seminar topic
1.2.4 Finalize and confirm seminar agenda with the golf club and speakers
1.2.5 Reserve audio-visual equipment
1.2.6 Hire a contract employee in Kelowna
1.2.7 Review and modify seminar estimates
1.3 Promote the event
1.3.1 Develop marketing strategies and targeted content for promotion
1.3.2 Develop online strategies
1.3.2.1 Update social media channels with seminar details (Facebook, Twitter and
LinkedIn)
1.3.2.2 Create an event page on VIP and golf club website
1.3.2.3 Promote event through third- party websites
1.3.2.4 Send e-newsletter and invitation to the existing customers
1.3.3 Promote event through traditional channels
1.3.3.1 Purchase subscribers list from Kelowna Real Estate Magazine
1.3.3.2 Update the customer database and send e/mail invitations to new leads
1.3.3.3 Design and print flyers, agenda and mini brochures
1.3.3.4 Send flyers to the golf club
1.3.3.5 Distribute the brochures on the Kelowna Golf Shuttle, holiday resorts and
local banks
1.3.4 Create a thank-you card template for post-event mailing
1.4 Finalize Pre-Event Activities
1.4.1 Confirm the number of attendees with the venue and speakers and reserve hotel
rooms
1.4.2 Ship event and marketing materials, equipment to Kelowna golf venue
1.4.3 Travel to Kelowna and meet the quest speakers
1.4.4 Purchase golf equipment from pro-shop at the golf club
1.4.5 Meet the quest speakers and take them to the hotel
1.4.6 Set-up and check equipment
1.4.7 Display welcome banner and place brochures on the table
1.4.8 Execute the event
*Overview budget and schedule estimates every week
* Held weekly team meetings
* Update and remind every two weeks through social media and emails