Camp

Wahanowin
GROUP 1
ANSHUL SEHGAL 14PGP001
ANSHUL SHARMA 14PGP002
ANSUMAN CHATTOPADHYAY 14PGP003
APOORV AGARWAL 14PGP004

History in Brief
Harold Nashman with his mother Bubby Nash started this
business in 1955 at Ontario, Canada.
Started as Junior Camp.
Business has grown substantially over the years.
Accredited member of OCA.
Sound financial position.

Mission Statement
Providing an opportunity to create friendships and memories
to last a lifetime

Location & Proximity

The 150 acre campsite was located at a distance of One &
Half hour car drive from Toronto.
The place was secluded from urban noise and pollution

Off-Season Usage
In order to combat the seasonality associated with the business the
camp was used to be rented out to schools and national music
camps.

Camp Clientele
The majority of campers were from Greater Toronto
Area.
International campers from US, Mexico, Israel, France
and England.
Significant number of campers were Jewish.
Target market: Campers with above-average parental
income.
Focused on delivering quality in service to create and
retain loyal customers.

Competition

Residential Summer Camps

Includes overnight stay in camps
Camps reputation a key selection criteria.
Returning customers.
Word of mouth advertising.
Wahanowin is a residential summer camp.

Day Camps
Without overnight stay.
Limited facilities as compared to residential summer camps.
Theme based camps (e.g.: sports, art, science etc.)
Popularity due to growing no. of helicopter parents.
Overnight camps - stronger friendship and bonds.

Problem Identification
August Session - decrease in no. of campers from past two
years.
July Session 95%, August Session 60% of capacity.
Competition from Summer Travel and other alternatives.
Economic recession.
Increasing no. of helicopter parents.
Nashmans goal of bringing Augusts enrolment level up to
Julys.

Promotion Options
i.

Website Overhaul

ii.

Waha TV

iii.

Traditional Advertising

iv.

Social Networking and Alumni Newsletter

v.

Toronto Prep School Partnership (TPS)

vi.

The International Market

Website Overhaul
Current Issues with WebsiteVery old and outdated
Not very interactive and aesthetically unappealing
Targeted benefits:
Highly effective in reach
Online video and photo sharing capability, blogging
A real camp experience can be felt
Challenges:
Costing around $ 5500 to 8000
Will take long (approx 5-7 months to functional)
Will need additional effort to spread awareness for higher traffic on
website

Waha TV
Current situation:
Currently they mail the DVD of yearbook videos
Targeted benefits:
Thematic, daily highlights of activities and events possible
Easy and accurate tracking of customers is possible (with accurate
numbers from a specific location)
Challenges:
Why non-Wahanowin families will watch
What about the attitude towards current video yearbook

Traditional Advertising
Current situation:
Toronto based Post Magazine (circulation in last session 175,000 copies)
Targeted benefits:
Word of Mouth (WOM) promotion
Referral Scheme of Promotion
Have access to local affluent and exclusive households
Challenges:
Limited budget of max $ 2000

Social Networking and Alumni

Newsletter
Current situation:
No existing system as of now, but Mr. Nashman is aware about the
potential benefits
Targeted benefits:
A feasible option for better promotion
A greater sense of bonding through dedicated social networking webpage
A newsletter (deliver by mail) have high TOMA
Challenges:
Social networking website accounts are free whereas the newsletter will
still have some cost

Toronto Prep School Partnership

Current situation:
No such existing system
Got the idea from his eldest daughter attending TPS
Targeted benefits:
Proposed school credit at Wahanowin (spend day working in tradition
school environment and spend free time in camp activities)
Currently will be proposed for Final year High School. Once successful,
can be expanded to Std 10 and 11 as well
Challenges:
Costing will be $ 1750 per student
Will be reducing the existing weighted margin from 25% to 15% (a
compromise of 10% margin) for Full season, July and August Season

The International Market

Current situation:
Currently have some campers from other nations (like Israel, France,
USA, Mexico and England)
Young couple will be hired on part time basis and offered free full season
camp for their children
Targeted benefits:
Will be a potential market for campers from Israel and Mexico
Challenges:
Near to impossible in predicting the future success

Evaluation of options:
Website Overhaul: This is a good option in our opinion since the online portal is
the window to a potential market
Waha TV: highly customised features, have high potentials for business in long
term but little impact on short term, requires more cost
Traditional Adv.: an established channel for promotion, can immediately impact
positively the booking numbers
Social networking: no direct cost, have immediate positive impact on awareness,
provides better emotional appeal to prospects
TPS Partnership: good for overall business in long term, comes with a cost ,
facts insufficient to calculate the overall cost implication
International Market: high cost and no concrete gurantee of success

Recommendations:
Marketing Channels:
Long term:

website overhaul

Waha TV

Social Networking Websites and Newsletters

Short Term:

Traditional advertising through WOM and traditional media.

Social media interfacing through Facebook and Twitter accounts.

Other creative options:

Tieups with cartoon channels during primetime to advertise the camp.

Thank you!