An Effort to Stay Afloat : Developing a Low-Cost Swimming Program in Grand Rapids, Michigan

Abstract

This paper presents a marketing plan to implement a "learn to swim" program in downtown Grand Rapids. The audience for this program is the low-income minority family who might not be able to afford lessons elsewhere. The mission is to provide basic water safety and swim lessons, and also create a safe environment to help these students study and receive one-on-one assistance with their schoolwork. The project begins with a literature review that examines the topics of consumer engagement, marketing strategies, and marketing to specific segments, which are all important to the overall marketing plan. Throughout the connection section, the concepts mentioned in the literature review will be tied to the marketing plan and further elaborated on for why they are needed for success. Various micro and macro marketing environments will be thoroughly discussed to gain insight on the market for this service. A look at the competing programs throughout the city will be analyzed to grasp how this program could benefit the target audience as well as what makes it different from the competition. A formal strategic marketing plan will be discussed in detail to provide a solid foundation to implement a swim program in Grand Rapids. Location, schools, and financials will be covered. Additionally, a timeline is provided to outline when different aspects of the plan will be carried out. This wraps up the overall marketing plan and allows it potentially to become a reality in the city of Grand Rapids.