Final Backpacker Sales Proposal

TheNationalParksatyourDoorstep|1

& ROCKY MOUNTAIN NATIONAL PARK

SALESPROPOSAL

ConnorHolmesAliLongwellJeremyMoserRyanSmith


November18th,2015

BenBobowski,ActingSuperintendentAdministrativeDivisionRockyMountainNationalParkMoraineAve,EstesPark,CO80517DearBen:

IamwritingtopresentanideaforRockyMountainNationalParkandBackpackerMagazinetoestablishanevent-basedpartnership.TheservicesofferedatRockyMountainNationalParkperfectlyalignwiththevisionofBackpackerinpromotingbackcountryexploration,creatinganidealopportunityforcollaboration.Inadditiontohighlightingyourparkinournext“CelebratetheParks”themededitorial,BackpackerwouldliketosponsoranoutdooreducationprogramatRockyMountainNationalParkwhereparticipantslearnthebasicsofbackpacking,LeaveNoTracecamping,andotherimportantoutdoorskills.WeareveryconfidentthatRockyMountainNationalParkwillgreatlybenefitthroughthispartnership.

RockyMountainNationalPark’smagazineadandtheco-sponsoredoutdoorcampwilldirectlyengagethebackpackercommunity,andincreaseyourfuturevisitationnumbersandresponsibilitywithinthePark.CreatingvisitorinterestandgainingnewvisitorsisatoppriorityforRockyMountainNationalPark;however,accordingtoa2014USDANationalForestServiceReport,parksvisitationhasbeenonthedeclineinrecentyears.ThisrepresentsanopportunityforourpartnershiptoultimatelyhelpgrowthenumberofvisitorsintheParkandgeneraterevenue.BackpackerMagazinespeakstoaveryspecificgroupofpeopleandthecontentoftheeditorialsandadscanbegearedtowardthesespecificmarkets.Thisresultsinahigherreturnonadvertisinginvestmentduetodedicationofthesubscribersandthedirectlyspecificcontentthatwillspeaktothem.Whenpromotingandgettingindividualsinvolvedinthesponsoredtrip,weknowthatthepassionofthereaderswilldrawattentiontothiseventandleadtoitssuccess.Thispartnershipwillhelpyoudemonstrateyourcommitmenttopromotingtheoutdoorlifestyle,andhalfoftheproceedsraisedfromthisoutdoorcampwillbedonatedbacktoRockyMountainNationalPark.

Ifyouhaveanyquestionsabouttheproposal,pleasecontactmedirectlyandIwouldbehappytodiscussyourconcerns.Thankyouverymuchandwelookforwardtohearingyourthoughtsonworkingwithus!

Sincerely,

ConnorHolmes,EventsManagerBackpackerMagazine

Enclosures: CompanyBackground,TeamBios,PartnershipDetails,BudgetModel


CONTENTS Background------------------------------------------------------------------------------------------Page4IdentificationofNeed/Problem------------------------------------------------------------------Page4-5SolutionandApproach/Strategy----------------------------------------------------------------Page5Rationale---------------------------------------------------------------------------------------------Page5-6Timing/Schedules-----------------------------------------------------------------------------------Page7ROI/EventBudgetModel-------------------------------------------------------------------------Page7-8ServicePlan------------------------------------------------------------------------------------------Page8AppendicesAppendixA:SellingCompanyBackground----------------------------------------------------Page9-10AppendixB:TeamBios----------------------------------------------------------------------------Page11-12AppendixC:PositioningWorksheet-------------------------------------------------------------Page13AppendixD:ProspectPlanningWorksheet----------------------------------------------------Page14AppendixE:ClosingWorksheet-----------------------------------------------------------------Page15AppendixF:AdvertisingDeliverables-----------------------------------------------------------Page16-17


BACKGROUND WilliamKemsleyfoundedbackpackerMagazinein1973.Themagazinewascreated

asaresourceforthegroupofbackpackerslookingforinformationaboutNorthAmericanfoot-basedtravel.Kemsleyandtheotherfounderssoughttoprovidesomethingthattheyviewedaslackinginthe1970smedia.1Inthepast46years,Backpackerhasgrowntheiraudiencetoinclude1.24millionreadersandsubscribersthroughouttheUnitedStates.Backpackerpublisheselevenissuesayear,twobeinggearguidesaimedtoexposereaderstothebestgearavailable.2ThemagazineisnowlocatedinBoulder,ColoradoandisownedbyActiveInterestMedia.ActiveInterestMediaisapublishingcompanyalsoheadquarteredinBoulder,Colorado.Thecompanyhassixmajorcategoriesinwhichtheypublish,eachrepresentingaspecificnichemarket.TheseincludeEquestrianism,HealthyLiving,HomeBuyers,MarineGroups,OutdoorGroupsandMountainGroups.

WhilethefocusofBackpackerMagazineisfoot-basedtravel(hiking/backpacking),theirarticlesmaintainseveralguidelinesthatspeaktothevisionofthepublication.Otheroutdooractivitiesfeaturedarecanoeing,kayaking,snowshoeing,cross-countryskiing,andhumanpoweredtravel(Footnote).ThemagazineisprimarilyconcernedwithwildernessandbackcountrytravelwithinNorthAmerica.Articlesaregearedtoimprovethewaytheirreaderstravelusingthesemethods,includingwhattodo,howtofindnewplaces,techniquestouseandwhattobring.Secondarytotheirprintedmedia,Backpackerpublishesexclusiveonlinecontenttotheirwebsite.Theseincludelists,videos,slideshows,ask-an-experteditorialsandotherspecificonline-onlycontent.AllcontentproducedbyBackpackeradherestoaLeaveNoTracePolicy,teachingreadersecologicallyresponsibleandsustainablepracticesintheirtravels.3Throughtheircontentpublishedinprintandonline,BackpackerpromotesanoutdoorlifestylethatinspiresethicaltravelinNorthAmerica,bringingtheoutdoorstoreaders’doorstep.

IDENTIFICATION OF NEED/PROBLEM BackpackerMagazineis

dedicatedtomaintainingthesplendoroftheNorthAmericanbackcountry.Aspartofthismission,BackpackerhasanestablishedrelationshipwiththeNationalParks.Eachyear,oneeditorialfeatureisgearedtowardpromotingtripswithintheprotectedparks.RockyMountainNationalPark(RMNP)islocatedoutsideofEstesParks,Colorado.Thisparkcontains415squaremilesofprotectedNationalforestand300miles

1“BackpackerMagazine”<http://backpacker.com/>2“BackpackerMediaKit2016”<http://media.backpacker.com/wp-content/uploads/2015/10/BP_MediaKit_2016-92315.pdf>3“BackpackerContributorGuidelines.”<http://www.backpacker.com/backpacker-contributor-s-guidelines/>


ofhikingtrails.4Theservicesofferedinthisparkalignwiththevisionofbackpackerinpromotingtheoutdoorlifestyle,particularlybackcountryexploration.InadditiontobeinglocatednearBackpackerMagazine’shome,RockyMountainNationalParkrepresentsthefifthmostvisitedNationalParkinNorthAmerica.Accordingtoa2014USDANationalForestServiceReport,visitationinalltheparks,includingRMNP,hasbeendeclininginthepastdecade.5Figure1illustratesthetrendofvisitationintheNationalParks.TheNationalParksgeneraterevenuebasedontaxes,butalsolargelybasedonthenumberofvisitorsanddonations.AstheNationalParkscelebrate100yearsin2016,thereisanopportunitytocreatenewvisitorsandmaintainoldones.ThisenablesRMNPtocontinuepreservingtheecosystemscontainedwithinthepark.

SOLUTION AND APPROACH/STRATEGY

InordertoincreasevisitorsinRMNP,thereisaneedtocreateandfosterrelationshipsbetweenindividualsandtheNationalParks.DrawingvisitorstoRMNPthroughaBackpackerMagazinesponsoredOutdoorCamp,willnotonlygetpeopleintothepark,butitwillteachthemtheprinciplesofa“LeavenoTrace”mentality,aswellasthebasicsofbackcountrybackpacking.TheCampwouldtakeparticipantsthroughRMNPingroupsof12.Thetripscouldspanfrom4-8daysdependingontheexperienceleveloftheparticipant.

InordertoincreasevisitorsinRMNP,thereisaneedtocreateandfosterrelationshipsbetweenindividualsandtheNationalParks.DrawingvisitorstoRMNPthroughaBackpackerMagazinesponsoredOutdoorCamp,willnotonlygetpeopleintothepark,butitwillteachthemtheprinciplesofa“LeavenoTrace”mentality,aswellasthebasicsofbackcountrybackpacking.Thispresentsagreatopportunitytonotonlyengagewithexperiencedbackpackersbuttobringinnewcustomersandexposethemtotheoutdoors.TheCampwouldtakeparticipantsthroughRMNPingroupsof12.Thetripscouldspanfrom4-8daysdependingontheexperienceleveloftheparticipant.ThecampwouldbepublicizedineffortsfrombothRockyMountainNationalParkandBackpackerMagazineinordertospreadtheword.Thissolutionoffersanopportunitytofosternewandlife-lastingrelationshipswithRMNP.ThecreationofresponsiblebackpackersthroughtheOutdoorTrainingCampwouldhelpcreatefutureadvocatesforethicaltreatmentoftheprotectedland.

RATIONALE Backpackerspeakstoaveryspecificgroupofpeople,Thereisanichemarketof

outdoorenthusiaststhatsubscribetoBackpackermakingustheperfectfitforRockyMountainNationalPark.Backpackerreleasescontentthatallowstheeditorialsandadvertisementstobegearedtowardaveryspecificmarket.BecauseBackpackerhassucha

4“RockyMountainNationalPark,Colorado.”<http://www.nps.gov/romo/index.htm>5“DecliningNationalParkVisitation:AnEconomicAnalysis.”<http://www.fs.fed.us/nrs/pubs/jrnl/2014/nrs_2014_stevens_001.pdf>


nichemarketandinteractivecommunitytheywillbeabletogettheinformationaboutthiscampintothehandsofthosewhowantit.Backpackerisoneofthebiggestleadersintheoutdoorindustryandduethishaveamassivecirculationthatculminatestheoutdoorcommunity.Aswell,Backpackerhashighlyvisibleonlinecontentthatincludesdirectengagementandinteraction.DuetothishighlyvisiblecontentBackpackerattractsonlinepageviewersthatexistoutsidethesubscriptionbase,thisgivesopportunitytobringinnewcomersandintroducethemtowhatRockyMountainNationalParkhastooffer.Thisresultsinahigherreturnonadvertisinginvestmentduetothededicationofsubscribersandthedirectlyspecificcontentthatwillspeaktothem.

ThisofferisanamazingopportunityforRockMountainNationalParksasitwillallowthemtoachievetheirgoalsofincreasedparkvisitation,andeducatingvisitorsabouttheimportanceofleavenotracecampingandresponsibilitywithinthepark,withnorisk.Backpackeriswillingtotakeonalloftherisksassociatedwithrunningthecamp.Thisincludesthefinancialcostsbehindthecamp,aswellas,thepotentialliabilitiesinvolved.Aswell,Backpackerwilltakeonorganizingthecamp,hiringthestaff,andpromotingit.TheseeffortswilleffectivelymitigatealloftheresponsibilityandriskfromRockyMountainNationalPark.

Ourspecificfocusonoutdoorgearoffersthepotentialforcrosspromotionwithbrandsbackpackersellsontheirstorewiththenationalparks.Backpackerreleasestwogearguideissueseveryyear,andhaveampleamountsofadvertisementsfrombrandsineveryissue.ThisallowstheopportunitytopromotetheNationalParkswithinthesebrandsadvertisementsthroughcross-promotionaltactics.BecauseBackpackerhassuchextensiverelationshipswithsomanydifferentbrandstheywillhavetheabilitytopushRockyMountainNationalParksasadvertisingphotolocationstothesebrands.

ThiswillbeaperfectopportunityforBackpackerMagazinetoengageintheircommunityandgivebacktowhatwealllove,theoutdoors.SponsoringthiscampwillbeagoodwilleffortbyBackpackerthatwillpromotethepropercampingtechniquesinaccordingwithLeaveNoTraceprinciples.Byeducatingourreadersabouthowtoactwithintheparkswewillbeabletopromotesustainabilitywithintheparkthatwillalloweveryonetoenjoythenationalparksforyearstocome.ThisisagreatpromotionalopportunityforRockyMountainNationalParktopromoteresponsiblebehaviorwithintheparkaswell.Aswell,byactuallyengagingwithourviewersandteachingthemsurvivalskillswewillbedevelopingarelationshipwithourcustomersthatwillextendtoincreasingRockyMountainNationalParksoverallvisitations.ThiswillcreateamutuallybeneficialrelationshipbetweenBackpackerandRockyMountainNationalParkasBackpackerwillreceivethebenefitofconsumergoodwill,andpotentialnewsubscribers,whileRockyMountainNationalParkwillreceivehighervisitationsandincreasedresponsibilitywithinthepark.

Lastly,Backpackerexpectstoturnasignificantreturnoninvestmentthroughthisventure.AlthoughBackpackerhastakenonthefinancialresponsibilityofthecampwearedonating50%ofprofitstoRockyMountainNationalParks.ThismakesitsothatnotonlywillRockyMountainNationalParkreceiveincreasedvisitationandpromoteresponsibilitywithinthepark,butalsowillbereceivingagenerousdonationfromtheproceedsofthecamp. ForTheNationalParks,Backpackeristhemagazinethatwilldirectlyengagewiththebackpackercommunityandincreasefuturevisits,andresponsibilitywithintheParks.


TIMING AND SCHEDULES

TheadvertisementwillberuninJune,andthecampwillfollowit,runninginJuly.WewillruntheadvertisementinconjunctionwithourJune“CelebratetheParks”editorial.ThisadvertisementwillbeadvertisingRockyMountainNationalParkandtheBackpackerCampthatwillbehappeningthroughthemonthofJuly.Fromourend,wewillberesponsibleforthehiringandtrainingofthestaffmemberspriortothecampandwewouldanticipatebeginningthisprocessinMarch.WebelievethesuccessofthisprogramwillleadtoanannualBackpackerCampinRockyMountainNationalParkthathighlightsourpartnership.

ROI/ EVENT BUDGET MODEL

Staff/Output Cost AttendeeCost Profit

Instructors(1) $1,136 $1,790perperson

AssistantInstructor(1)

$512

LogisticsStaff(2) $800

DeluxeSurvivalKit(1perperson)

$129*12 =1548

Food+Water** $1,440

Total =$5,406totalcostpergroupof12attendees

=$21,480revenuepergroupof12attendees

=$16,074pergroupof12attendees

*8daytrip,groupsof12attendees *estimated10groups,$160,740inprofit,$80,370giventoRMNP **estimate$15perperson,perday Tosummarizeourbudget/ROIanalysis,ourBackpackerMagazineOutdoorCampwillbeacombinedefforttopromoteRockyMountainNationalparkandBackpackerMagazine.Thismulti-daybackpackingexpeditiontakesparticipantsthroughoutthelegendaryRockMountainNationalPark,whereparticipantslearnthebasicsofbackpacking,leavenotracecamping,andoutdoorhikingandtravelskills.ThemagazineadvertisementpromotingthiseventwouldappearinJuneissueinconjunctionwithour“CelebratetheParks”editorial.


ThecampwouldberuninJuly,andthecostsarelaidoutinthetableabove,aswellasbelow:Costs:$1136foroneinstructor,$512foroneAssistantInstructor,$800fortwologisticsstaff.Wehaveestimatedanaveragecostforfoodandwaterperpersontobe$15aday,andwewouldliketoprovideeachparticipantwithaBackpackerDeluxeSurvivalKitatacostof$129perperson.Totaling:$5,406foronegrouponan8daytrip,withgroupsof12attendees.Thepriceissetat$1,790perperson.Withthesefiguresweestimatetomake$16074inprofitfromonegroup,andweestimatetohavearound10groupsof12.Thereisnorequiredexperience,andbeginnersareverywelcometocomejoinintheadventure.

SERVICE PLAN In termsofservicingRockyMountainNationalPark,post-sale,BackpackerMagazinewillmeet with the lead team conducting this camping event through the National Park.Backpackerwill head the coordination of the camp, including the payments for staffing,coordination,andlogistics.Additionally,Backpackerwillcovertheentiretyofcoststorunthecamp,suchasfoodandwatersuppliesaswellasthedeluxesurvivalcampingkitthatwill be provided to each individual attending the camp. Because Backpacker wants todevelopa long-lastingrelationshipwithRockyMountainNationalPark,wewould like toprovide RMNPwith the opportunity to advertise in Backpacker at a heavily discountedrate, to further increasefoottraffic totheNationalPark.Wewould liketoprovideRockyMountain National Park with a two-page spread in the next issue of Backpacker. Ournormal cost for a two page spread is $97,150, but, wewould like to offer a discountedpricingat$63,050toestablisha long lastingrelationshipandshowourdedicationtotheNationalParkandtheNationalParksDepartment. WhenservicingotherclientsthatwishtoadvertiseinBackpackermagazine,wewillbeabletoservicethesaledirectlythroughourwebsite,whereourclientisabletodirectlyspeak with an account executive to get information regarding their advertisements andaccounts.Continually,withthevariousfeaturesandbenefitsofouronlineadvertisingloginportal,clientswillbeabletofindalloftheinformationtheyneedtocreatetheirads,uploadandpreviewthem,aswellasseeanalytics.Ouraccountexecutiveswillconstantlycheckinonourclientstomakesurethattheirneedsarefullymetandsatisfied,helpingtodeveloplong term relationships between Backpacker and our clientele. Backpacker is verydedicated to quality service,which iswhywe offer these features and benefits, and theabilitytobedirectlyconnectedwithanaccountexecutivethatwillansweranyquestionsorconcernsthatarise.


APPENDIX A: SELLING COMPANY BACKGROUND BackpackerMagazine

• LocatedinBoulder,CO• BackpackerMagazinerepresentsanicheplayerinthepublishingindustry,successfully

targetingoutdoorenthusiasts SIC:2712Periodicals:Publishing,orPublishingandPrinting NAICSCode:511120PeriodicalsPublishing

• NumberofEmployees:11-50o Largestafforfreelancewriter/photographers

• Locations:HeadquarteredinBoulder,CO;subscriptionofficeinPalmCoast,FL

• TargetMarketServed Outdoorenthusiasts Thoseinterestedinfoot-basedtravels NorthAmerica Predominantlymale MedianAge:41years MedianHHI:$88,267 %GraduateCollege:51%

• ProductsandServicesOfferedo Majorrevenuestream Advertising Subscriptionso StrategicBusinessunit

§ Eventplanning§ Advertisingsales

• Keycompetitors OutdoorMagazine Travel&Leisure NatGeoTraveler Field&Stream OutdoorLife

• Currentstrategyandperformanceo “LeavenoTrace”o Providethebestinsightintofoot-basedtravelo ExclusiveWebContento 1.13millioncirculation

§ 300,000subscriberso EditorialFeatures

§ June:NationalParksissues§ Twogearspecificissues(cross-promotion)

• Financials

o $125.99Kinannualsaleso MediumRisk


OtherPotentialAdvertisingProspects(BasedonAbilitytopurchasespecificAdvertisements)1. Osprey 2. Salomon 3. CamelBak 4. Dakine 5. Columbia - Cover 2 Spread 6. North Face - Full Page 7. Patagonia - Full Page 8. REI - Full Page 9. Under Armour - Full . Sportsmans Warehouse 11. Go Pro - Full 2 Page 12. Cabelas - Full 13. Eddie Bauer - Full Page 14. Marmot 15. Orvis 16. LL Bean- Full Page 17. K2 Skis 18. Helly Hanson 19. Coleman 20. Black Diamond- Full page


APPENDIX B: TEAM BIOS

JEREMYMOSER

JeremyMoserisaSeniorMarketingstudentattheUniversityofDenver,DanielsCollegeofBusiness.Inadditiontobeingafulltimestudent,Jeremy’sexperienceincludesbranddevelopment,socialmediamarketing,websitedesignanddevelopmentandvideoproduction.Priortohisstartincollege,JeremyworkedforHavokandMachinima,twomajorvideogamedevelopmentandentertainmentcompanies.Jeremyproducedprofessionalproductionqualityvideosforbothcompaniestohelpfurtherdeveloptheirmarketingapproach.Furthermore,JeremyenhancedHavok’swebsitethroughaYouTubemarketingcampaign,aswellascreatinganddevelopingB2Bproductdemonstrationvideos.PriortoJeremy’sJunioryearincollege,workingforPratherRanchMeatCompany,JeremywasabletolaunchandinitiatetheirfirstCommunitySupportedAgricultureprogram,drivingmoresalesanddemand

fortheirproductthroughsubscriptionstyleservices.Furthermore,JeremyenhancedPratherRanchMeatCompany’sbrandrecognitionthroughthedevelopmentofnewmerchandiseandpointofsalesignage.Alongsidehiswork,JeremyhasalwaysbeenactiveinVolunteerwork.Startingin2005,JeremystartedvolunteeringforYouthLifelineAmerica,afreefootballandlifeskillscamptargetedtounderprivilegedyouth,teachingthemfootball,resumeskills,andvariousotherlifeskillsnecessaryinthemodernworld.Throughthisvolunteeringandfundraising,Jeremyraisedover$5,000dollarstowardstheorganizationtohelpaccomplishtheirgoals.Moreover,whenJeremyisn’tworkingorattendingcourses,heenjoysflyfishing,skiingandanythinginthegreatoutdoors.

ALILONGWELL

AliLongwellisayoungprofessionalcurrentlystudyingJournalismandMarketingwithaconcentrationinStrategicCommunicationsattheUniversityofDenver.BothinsideandoutoftheclassroomAlileveragesherhighstudentmentalitytocompletetasks,tomaintainahighleveloforganization,andalwayspushestolearnmore.DuringherstudiesattheUniversityofDenver,AlihastakencoursesrangingfromInnovativeStrategiestoWebContent,DesignandDevelopment.Thisdiversityofcourseworkhasledhertopursueavarietyofcommunicationsandmarketinginternships/jobs.Mostrecently,Ali

workedasaGraphicsandMarketingAssistantatSoccerStop.SoccerStopisalocalDenverretailerthatspecializesindesigningandproducinglarge-scalegraphics.AtSoccerStop,Alihelpedincreasethebrand’sfollowersonsocialmediasitesby75%,whileassistingwiththegraphicsoperationsonadailybasis.Ali’spreviousworkexperiencespansfromB2BmarketinginLondonatBackbone,ITtoNon-profitmarketinginDenveratWeDon’tWastetoB2CmarketinganddesignatSoccerStopinCentennial. Whileeachorganizationhaddifferentgoals,Aliusedeachpositiontobuildasetofcommunicationsandtechnologicalskills.IncludedinthislistisahighproficiencyintheAdobeCreativeSuite,predominantlyIllustrator,InDesign,andPhotoshop,anunderstandingofonlineinteractivesystems,includingsocialmedia,Salesforce,andMailChimp,andanabilitytoadapttoabrand’sinternalcommunicationssystems.LocatedinDenver,Alienjoysalloutdoorsactivitiesrangingfrom


hikingtobikingtosittingwithagoodbook.InspiredbyindividualssuchasGloriaSteinem,JohnStewart,andherpowerfulgrandmother,Alihopestousehercreativepassiontogenerateinnovativesolutionswithinmediaandcommunicationsindustries. RYANSMITH

RyanSmithisaSeniorFinancestudentattheUniversityofDenver,DanielsCollegeofBusiness.RyanwasbornandraisedinDallas,TexasandhasspenthistimeoutsideofschoolworkingasaPTtechataclinicnamedOrthopedicPhysicalTherapySpecialistsfrom2012-2014.Ryanworkedbothwithpatientsandbehindthescenesinfinancialsupportserviceroleforthisprivatepractice.Hisexperiencetherenotonlyhelpedtoadvancehisanalyticalskills,italsohelpedtodevelopkeyinterpersonalskillsaswell.Outsideoftheclassroom,RyanisanavidDallasprofessionalsportsfan,andalsoenjoysplayinggolfandtraveling.

CONNORHOLMES ConnorHolmesisaSeniormarketingmajorwithaminorinartandconcentrationinsustainabilityintheDanielsCollegeofBusiness.ConnorwasborninRidgefield,Connecticutandinadditiontobeingafulltimestudent,isworkingasthemarketingmanagerforBurgerFiDenver.Hisexperienceincludessocialmediamarketing,promotion,photomarketing,videoproduction,graphicdesignandsales.HerecentlyproducedamarketingvideoforthefoundationConnectUstodisplayduringtheannualfundraiser.Aswell,hasexperienceinproducingvideosrangingfromB2B

productpromotions,toactionsportsvideos.HealsohasagreatdealofexperiencewithgraphicdesignandhasproduceadvertisementsforBurgerFiformajorpublicationssuchasWestwordandLifeonCapitolHill.PriortoBurgerFi,hehasrunhisownsuccessfulphotographyandfreelancevideobusiness,aswellas,co-foundedandservedascreativedirectorforFullDiceClothingCompanyLLC.Hispassionsinclude,photography,theoutdoors,snowboarding,andtravel.


APPENDIX C: POSITIONING WORKSHEET PartI:UniqueFeatures

UniqueFeatures(physicalcharacteristics)

Benefits(providesgain-$$$)

Interactivedigitalcontent Directengagementwithtargetcustomerbase

Specificfocusonoutdoorgear Enablescrosspromotionalopportunities

Nichemarketofsubscribers EffectivelydirectedcontentresultinginincreasedROI

PartII:ValuePropositionorPositioningStatement Createapositioningstatementforyourproduct-marketbasedonyourFABanalysis.

• ForRockyMountainNationalPark,Backpackeristhemagazine,thatwilldirectlyengagewiththebackpackercommunityandincreasefuturevisits,andresponsibilitywithinthePark.

PartIII:UniqueSellingProposition(USP) Findorcreatea(USP)thatbestrepresentsyoutoyourtargetaudience.AUSPisacatchy,butprofessional5-7wordphrasethattellsthemarketmoreaboutwhoyouare.

• “TheOutdoorsatYourDoorstep” PartIV:BridgeStatement

1. Researchbroadcastorprintadsforyourcompanytoseeifyoucanidentifybridgestatements.

TheOutdoorsatyourdoorstep 1. Ifnot,writeyourownbridgestatementforyourproduct.

TheNationalParksatyourdoorstep. 100Yearsatyourdoorstep.


APPENDIX D: PROSPECT PLANNING WORKSHEET ProspectCompany:ROCKYMOUNTAINNATIONALPARK

• About:NationalParksService;HQ:WashingtonDC;OfficesinFt.CollinsandEstesPark• Briefbackground:(includingSICand/orNAICScodes)andcurrentstandinginthe

industry(marketleader,follower,innovator,nicheplayer,global,etc.)• Size:(numberofemployeesandlocations):21,989employeesoftheNPSoversee408units,

ofwhich59aredesignatednationalparks.o RMNP

§ AdministrationDivision§ FacilityManagementDivision§ Interpretation&EducationDivision§ ResourceStewardship§ ResourceProtectionandVisitorManagementDivision§ PermanentEmployees:167§ SeasonalEmployees:244§ Volunteers:1860

• Targetmarketserved:o Domesticandinternationaltourists

• Productsandservicesoffered:o Majorrevenuestream:ContributionsandGifts,Taxeso SBU:AdministrativeOffices

• Keycompetitors(basedaroundattractionsmostvisitedinCO)o Vail,Aspen,Durango,Breckenridge,Gunnison,Telluride

• Currentstrategyandperformanceo FocusonFamilyFuno “It’sYOURRocky-exploreit”o Adventureforeveryoneo Visitationdecreasingoverthepastdecade

• Financialso Revenue,5YOY,FiscalY-E,otherkeyindicatorso

http://www.nationalparks.org/sites/default/files/kcfinder/files/annual_report_fy14_web.pdfhttp://www.nationalparks.org/about-us/annual-reportBuyer/BuyingTeam

• BenBobowski,ActingSuperintendent• PreviousChiefofResourceStewardshipforRMNP• Traveling,hiking,fishing,cross-countryskiing• Reflectivecommunicationstyle


APPENDIX E: CLOSING WORKSHEET

ClosingClue(prospect) ClosingMethod

ClosingStatement(Salesperson)

Nonverbal:Genuineinterestbeingshown,listeningintently,noddingandagreeingwithkeypoints

SummaryofBenefitsClose

“Withourindustryexpertiseanddeepmarketpenetration,weareconfidentthatthispartnershipwillimproveyourparksvisitationnumbersinthefuture.”

VerbalRequirement:“Wewouldwantafullpageadinyourmagazine.”

Special

ConcessionClose

“WearecertainlypreparedtoofferafullpageadvertisementforRMNP,andwithyouragreementtodaywewilleventakeoffanadditional5%offofthealreadydiscountedadprice.”

VerbalRecognition:“Thiscampisareallygreatidea.”

AssumptiveClose

“BackpackercanprovidetheperfectopportunitytobringspecificattentiontoyourNationalPark.Betweenouradvertisingplatformsandnewoutdoorcampcollaboration,weareconfidentwewillhelptoincreaseyourvisitationnumbersandweverymuchlookforwardtoworkingwithyou.


APPENDIX F: ADVERTISING DELIVERABLES

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Final Backpacker Sales Proposal

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