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dc.contributor.advisorMacMillan, Amy
dc.contributor.authorEdsall, Tristyn
dc.descriptioniv, 35 p.en_US
dc.description.abstractThis 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.en_US
dc.relation.ispartofKalamazoo College Economics and Business Senior Individualized Projects Collection
dc.rightsU.S. copyright laws protect this material. Commercial use or distribution of this material is not permitted without prior written permission of the copyright holder.
dc.titleAn Effort to Stay Afloat : Developing a Low-Cost Swimming Program in Grand Rapids, Michiganen_US
KCollege.Access.ContactIf you are not a current Kalamazoo College student, faculty, or staff member, email to request access to this thesis.

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  • Economics and Business Senior Individualized Projects [1093]
    This collection includes Senior Individualized Projects (SIP's) completed in the Economics and Business Department. Abstracts are generally available to the public, but PDF files are available only to current Kalamazoo College students, faculty, and staff.

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