UBC Social Ecological Economic Development Studies (SEEDS) Student Report Adrian Wibowo, Anita Facundo, Chubb Soh, Melanie Prieto Arias, Ofir Ovadia, Tuoyan Meng The Point Grey Triathlon COMM 468 April 25, 2017 1631 2274 University of British Columbia Disclaimer: “UBC SEEDS Program provides students with the opportunity to share the findings of their studies, as well as their opinions, conclusions and recommendations with the UBC community. The reader should bear in mind that this is a student project/report and is not an official document of UBC. Furthermore readers should bear in mind that these reports may not reflect the current status of activities at UBC. We urge you to contact the research persons mentioned in a report or a SEEDS team representative about the current status of the subject matter of a project/report”.
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UBC Social Ecological Economic Development Studies (SEEDS) Student Report
Adrian Wibowo, Anita Facundo, Chubb Soh, Melanie Prieto Arias, Ofir Ovadia, Tuoyan Meng
The Point Grey Triathlon
COMM 468
April 25, 2017
1631
2274
University of British Columbia
Disclaimer: “UBC SEEDS Program provides students with the opportunity to share the findings of their studies, as well as their opinions, conclusions and recommendations with the UBC community. The reader should bear in mind that this is a student project/report and is not an official document of UBC. Furthermore readers should bear in mind that these reports may not reflect the current status of activities at UBC. We urge you to contact the research persons mentioned
in a report or a SEEDS team representative about the current status of the subject matter of a project/report”.
UBC RECREATION
Marketing Report by: Anita Facundo –
Melanie Prieto Arias – Adrian Wibowo –
Ofir Ovadia – Chubb Soh –
Tuoyan Meng –
University of British Columbia COMM 468 202
Professor Jenny Dickson
THE POINT GREY TRIATHLON
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ExecutiveSummaryThePointGreyTriathlonisaUBCRecreationsportingcompetitionthattakesplaceinthesummertime;thisyear'seventwillbetheseventhconsecutiveyear.Thecurrentpositioningandmarketingstrategiesusedtopromotethisannualeventdonotyieldtheexpectedresults,inspecifictheparticipationrate.Themarketingplanbelowoutlinesthemostimportantobjectives,strategiesandtacticsthatUBCRecreationcouldimplementinordertoachievetheoverallarchinggoalofincreasingthenumberofparticipants.ThePointGreyTriathlonfacesahighlycompetitivemarketplace.WhilethereareonlyafewdozentriathlonstakingplaceintheregionofBritishColumbia,themajorityoftheseeventsoccurduringthesummer,effectivelycreatingaveryseasonalmarketlimitedtoaroundfourandahalfmonthsayear.Thehighintensityandlevelofpreparationrequiredformajorsportingcompetitionsmeansthatathletescarefullyselectthefewtheywillattend,whichresultsinthehighlycompetitiveenvironment.Takingintoconsiderationthewidearrayofindirectcompetitors,thePGTisalsocompetingwithotherformsofcompetitions,mostofwhichsupportedbymajorinternationalbrandnamesandlargebudgets.Inordertogainabetterunderstandingofwhatasuccessfultriathlonencompassesweutilizedprimaryandsecondaryresearch.Astriathlonsareaverynichemarket,oursecondaryresearchhadalargerscopeandprovideduswiththekeyelementsandstatisticsoftheendurancesportscategory.Similarlytothesecondaryresearch,ourprimaryresearchwasfocusedonindividualendurancesportsandtheathleticcommunityinVancouver.Followingouranalysis,theprimaryresearchfindingswereusedtoderiveinsightsthatwouldbeimportantspecificallyforthePGTandtriathlonsinBritishColumbiaoverall.BasedonthemarketresearchconductedforUBCRecreations,wegeneratedasetofrecommendedstrategiesandtacticsaimedatoptimizingtheevent'saccessibility,brandawareness,promotions,budgetandbrandperception.Focusingonthekeyobjectiveofincreasingthenumberofparticipants,werecommendedUBCRecreationtofocusontwocustomersegments:firsttimersandfamilyrunners.ThePGTwillbepositionedasa"triathlonforallages",withthefocusonitsdiversity,accessibilityandtheopportunityitprovidespeopletochallengethemselvesinasafeenvironment.ThePGTwilldifferentiateitselfbywelcomingnewcomers,disregardingpreviousathleticexperienceorage.Overall,wewouldlikepotentialtriathletestoperceivePGTastheirdivingboardtoabetterversionofthemselves.Thestrategiesandtacticsbestsuitedtoachievethisgoalaredescribedinthismarketingplan,accompaniedbythebudgetsandkeyperformanceindicatorsrequiredtomeasureprogress.Focusingonthe2018PGT,adetailedtimelineillustratinghowtobestallocateUBCRecreation’sresourcesleadinguptothisannualevent.ProvidedthatUBCRecreationadoptstheserecommendations,weexpecttoseethe2018PGTsurpassesitsdesirednumberofparticipants.
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TableofContentsExecutiveSummary 2
TableofContents 3
CompanyOverview 6IntroductiontoUBCRecreation 6IntroductiontothePointGreyTriathlon 6
SituationAnalysis 6IndustryDefinition 6IndustryAnalysis 7
AggregateMarketFactors 7IndustryFactors-Porter’sFiveForces 8EnvironmentalFactors 10
CompanyAnalysis 11CurrentObjectives 11CurrentPositioningStrategy 11CurrentMarketingStrategy 11InternalStructure 12KeySuccessFactors 13
CustomerAnalysis 13PrimaryCustomerResearch 13CustomerDescriptionandBehaviour 14Segmentation 17
CompetitiveAnalysis 18CompetitiveOverview 18CompetitionMatrix 19BenchmarkBasedontheMatrix 20
PlanningAssumptions 20
SWOTAnalysis 20
GoalsandObjectives 21
CoreStrategy 22
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RecommendedTargetMarket 22RecommendedPositioning 22
MarketingStrategiesandSupportingTactics 23Objective1 23
Strategy1.1:ImprovetheAccessibilityoftheTriathlonforFirst-timeTriathletes 23Tactic1.1.1:WorkwithMoreBikesortheBikeKitchentoOfferAdditionalBikeRentals 24Tactic1.1.2:ProvideParticipantsMoreWorkshopPriortoEvent 24Tactic1.1.3:OfferGroupandReferralDiscount 24Tactic1.1.4:EnhancetheSwimmingSection 24
Strategy1.2:IncreasePGTBrandAwarenessAmongCurrentUBCStudents 24Tactic1.2.1:CollaborationwithUBCResidences 25Tactic1.2.2:TargettheChineseStudentGroupViaWechatandWeibo 25Tactic1.2.3:SnapchatGeofiltersAdCampaign–TargetingStudentsatKeyLocations 26
Objective2 26Strategy2.1:Investinonlinepromotionalmarketing 26
Tactic2.1.1.FacebookandInstagramTargetedAdvertisements 26Tactic2.1.2.LeverageHootsuite 27
Strategy2.2:ImprovePublicRelationsthroughCreativeStorytelling 28Tactic2.2.1.#WhyIRun,#WhyISwim,#WhyICycleVideoCampaign 28Tactic2.2.2EventHighlightRecapYouTubeVideo 28
Objective3 29Strategy3.1:Introduceanintegratedcampaignshowingthediversityoftheparticipants 29
Tactic3.1.1Personalizedstorytelling(HONY) 29Strategy3.2:ContinuetopromoteSplash&Dashbydevelopingpartnershipswithkeycommunities 30
Tactic3.2.1Partnershipswithlowermainlandschools 31Tactic3.2.2Partnershipswithspringbreakcampsorganizersandparents’ofparticipants 31Tactic3.2.3Reachingouttoyouthandcommunitycentres 31
TimelineforImplementation 32Phase1(Current–June2017) 32Phase2(July2017–March2018) 32Phase3(April2018–June2018) 33
BudgetsandCosts 33
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BicycleRentals 33BicycleWorkshops 33In-ResidencesPromotions 33SnapchatFiltersAdCampaign 34FacebookandInstagramNativeAdvertising 34Hootsuite 34
MonitorsandControls 34
Bibliography 35
Appendices 37AppendixA-PointGreyTriathlon2016RouteMap 37AppendixB-GDPofSportIndustriesinCanadain2010 38AppendixC-OnlineSurveyQuestions 38AppendixD-In-DepthInterviewQuestions 46AppendixE-SurveyResults 47AppendixF-SWOTMatrix 59AppendixG-TimelineImplementation 60AppendixH-BudgetandCostsBreakdown 61
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CompanyOverviewIntroductiontoUBCRecreationSince1967,UBCRecreationhasofferedawidevarietyofsportsrecreation,intramuralprogramsandfitnessservicesattheUBCVancouverCampus.Withover10sportsleaguesand18uniqueeventsofferedthroughouttheyear,suchasDayoftheLongboatandStormtheWall,UBCRecreationcreatesendlessfitnessopportunitiesforindividuals.Withahighannualparticipationrateofover10,000peopleofallages,UBCRecreationcontinuouslyoffersnewexperiencesforrecreationalactivitiesopenedtothepublic.Threeprogramguidesareissuedeveryyeararoundtheircorrespondingseasons:Fall(September-December),Winter(January-April)andSpring/Summer(May-August).Inaddition,UBCRecreationoverseestheBirdCoopFitnessCentre,theDougMitchellThunderbirdSportCentreandtheUBCAquaticCentre.Thisyear,UBChasrenewedandimprovedtheirindoorpool,whichwilldrivethedemandforaquaticeventsandoverallparticipation.
IntroductiontothePointGreyTriathlonThePointGreyTriathlon(PGT)isaUBCRecreationsponsoredmulti-stagesportcompetition,takingplaceforitsseventhconsecutiveyearthissummer.Currently,UBCRecreationispromotingthePGTasapaideventthatpromisesanunforgettableexperiencefornewathletesandseasonedracersduringsummer(UBCRecreation,2016).Inatriathlonparticipantscompleteinthreecontinuousendurancesections;thefirstbeingswimming,followedbyacyclingandfinallyarunningsection(AppendixA).Thesportofatriathlonoffersawiderangeofchallenges,cateringtovariouslevelsoffitnessandexperience.IntheprovinceofBritishColumbia,TriBCistheofficialgoverningbodyandiscommittedtoprovidingopportunitiestoparticipateandcompeteintheseeventsthroughoutourprovince,aswellassupervisethequalifyingcompetitions.Unlikeothersportspecificcompetitions,themulti-sportnatureofatriathlonrequiresextensivepreparationandtrainingfromtriathletes,effectivelymakingitoneofthemostchallengingcompetitionformatsintheworld.Someofthemostprestigioussportcompetitionsarebasedonthetriathlonformat,includingworld-renownedbrandssuchasIronman,EnduromanandGrandPrixdeTriathlon.
SituationAnalysisIndustryDefinitionTriathlonsareinauniqueindustryastheyarecataloguedunderseveraldifferentindustriesinvariouspartsintheworld.Forexample,triathlonsintheUnitedStatesareconsideredpartoftheendurancesportindustry,whereasinBritain,triathlonsaregivenitsownindustry(News,2016).InCanada,thePointGreyTriathloncompetesinthefitnessandrecreationalsportscategory,specificallyintheGymindustry,andHealth&FitnessClubsindustry(IBISWorld Canada, 2016).ThePGTisonlyoneofseveralendurancesporteventsinBCduringsummer.Giventhedemandingpreparationstocompeteinatriathlon,itislikelythattriathletesonlycompeteinoneortworacesperyear.Hence,thissignificantly
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narrowsdowntheracer’schoiceselection,inturn,increasingPGT’scompetition.AfactorthatdifferentiatesthePGTfromcompetitorsistheinclusionofakid’srace,wherefamilymemberscanenjoythedaytogetherinsteadofcompetingasindividualracers.PGTaimstopositionthemselvesasakid-friendly,andasocial-engagingevent,whichdiffersgreatlyfromothermorecompetitiveenduranceevents,suchasIronmanandtheBMOMarathon.
IndustryAnalysis
AggregateMarketFactorsIndustrySize&GrowthRateIntheUSmarket,approximately21.8%ofpeopleparticipateinendurancesports(IBISWorldUS,2016).Since2012,therehasbeenamarketgrowthof2.5%,anditispredictedtohavea2.4%increaseinthenextfiveyears(from2017to2022).Asatrend,participantshavemovedawayfromteamsports;shiftingtheirattentiontowardsmoreconvenientindividualizedfitnessactivitiessuchasthegym.Nevertheless,theworldofsportsisgrowingandexpandingastheglobalsponsorshipspendisforecastedtoreachover$62billionby2017;a1.8timesincreasefrom2010(NielsenSports,2016).In2014,theUSrecordedthat19+millionrunnersparticipatedinendurancesportswithadouble-digitgrowthledbynon-traditionalrunningevents.Although5Kmarathonsleadstheendurancesportcategorywitha64%participationrate,triathlonshelda6%participationratein2013(Lewis,2014).However,triathlonsaregainingpopularityintheindustryasthenumberofmembersintheUSATriathlonorganizationhasincreasedfrom100,000membersin1998toover550,000membersin2014.Triathlonsareaheavilymale-dominantendurancesport,howeverfemaleparticipationisincreasingduetorecenttrendsandculturalshifts.WithintheUSATriathlonorganisation,femalemembershiprosefrom20%in2000,to36.5%in2014(Lewis,2014).ThesportsGDPinCanadais$4.5billionandcontributes0.3%toCanada’seconomyin2010(StatisticsCanada,2015).Organizedsportssuchastriathlonsaccountedfor$2,032millionsinGDP(AppendixB).Furthermore,in2012,corporatebrandsspentabout$102.1millioninsponsorshipsfundingandmerchandising(Lewis,2014).StageinproductlifecycleDuetothegaininpopularityofendurancesports,suchasIronmanandSeaWheeze,theendurancesportsindustryisatthegrowthstageintheproductlifecycle.Withahealthandwellnessculturalemphasis,Canadaispromotingthedevelopmentandexpansionofnotonlyendurancesportingevents,butalsovariousotherrecreationalsportssuchasyoga,pilates,etc.Ascompetitionintheendurancesportindustryincreases,differentiationwithintypesofeventsbegins.Somecompaniescataloguetriathlonsassocialevents,inwhichyouhave‘fun’whileothersseeitasaveryseriousathleticcompetition.Atthisstage,newmarketingopportunitiesarebeingsoughtafterbydifferentcompaniestomaximizecustomeracquisitionbyfindinganyuntappedhiddenmarkets.Competitionisintenseastheindustryisgrowingandhashighbarrierofentry.InBritishColumbiaalone,thereareatleast33triathlons(TriathlonBC,2017)everysummer,allofwhichcompetedirectlywiththePGT.
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Seasonality,SalesCyclicality&ProfitsMosttriathlonsinCanadaoccurduringthesummermonths,fromMaytoSeptember,whenweatherconditionsareideal.IntheUS,thesafetywatertemperaturerecommendationisofatleast78degreesFahrenheit(Smyser,2014).Unlesstheswimmingportionoftheracetakesplaceatanindoorpool,theweathershouldbewarmenoughtoachievetheminimumdegreeinthepool.AlthoughwintertriathlonssuchastheEdmontonWinterTriathlonarerareinCanada,theydoexistandarequitesuccessful(Ng,2015).Contrarytothesummertriathlons,swimming,runningandcyclingarenotpartoftherace.Instead,snowshoeing,skating,andcross-countryskireplacethosesectionstobetteraccommodateparticipantstodealwiththesnowandcoldweather.Theendurancesportsindustryisacyclicalindustrythatissensitivetotheindustry’sseasonality.Althoughprofitscanbeobtainedallyearlong,theybecomelowerduringwinterseasonandhigherduringsummerseason.Extremelyhighprofitscanbegainedthroughglobaltriathlonsevents,suchasIronmanfromthecompanyWorldTriathlonCorporation(Campbell,2015).DistributionChannelsNowadays,socialmediaplatformssuchasFacebook,Twitter,andInstagramarebecominganincreasinglypopularwaytopromotesportenduranceevents,giventheabilitytoconnectwithconsumersinstantly.Othermarketingeffortsincludeadvertisementsandmagazineexposure.InCanada,thereisatriathlonmagazinecalledTriathlonMagazineCanada,whichprovidesinformationonallupcomingsportingeventsandnews(TriathlonMagazineCanada,2017).Furthernews,articlesanddataaredistributedthroughonlinewebsitessuchasTriathlonBC(www.tribic.org),wheresanctionedtriathlonsacrossBCarefeatured.Memberships,clubs,coachesandathleteinformationareaswellavailableonlinethroughtheTriBCwebsite.Inaddition,sponsorshipfromretailstoresandfitnessfacilitiessuchas,Lululemon,TheRunningRoomorGold’sGymprovidesanopportunityforfinancialsupportaswellasincreasedbrandawareness.Potentialparticipantsaremorelikelytoparticipateinendurancesporteventsiftheyrecognisethewell-knownbrandthatissupportingtheevent.
IndustryFactors-Porter’sFiveForcesThreatofNewEntrantsMODERATEGiventhattherearenolaws,patentsorrightsagainstnewsportingevents,therearenoregulatorybarriersforenteringtheendurancesporteventsindustry.However,thehighcostsinvolvedineventplanningmakeenteringtheindustrylessfeasibleformany.Therefore,thethreatofnewentrantsismoderateasthosewhoarelookingtostartaneweventhavetheoptionofworkingwithsponsorsforfinancialsupport.Inaddition,alargenumberofenduranceeventsareownedbycompanieswithastrongbrandreputation,andhavethedisposableincometofinancetheseevents.Forexample,withinBC,enduranceeventswithreputablebrandsbehindthemincludetheLululemonSeaWheeze,theMECTriathlonandtheBMOMarathon.ThePointGreyTriathlonhasUBC’sandtheRunningRoom’sbrandreputationandfinancingtomaketheirannualtriathlonpossible.
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ThreatsfromSubstitutesHIGHConsideringtheintensecompetitionwithinashorttimeperiod,itisveryeasyforparticipantstosubstituteoneraceforanother.ThePGTcompetesdirectlywithmultipletriathlonswithinBC.Duathlonsandanyothertypeofendurancesportsareaswellconsideredsubstitutesfortriathlons.Asmentionedearlier,giventhattriathlonsrequirephysicalstrength,thereisalimitwiththenumberofeventsaparticipantcancompetein.Giventhatitisraretodomorethanoneenduranceeventpermonth,participantshavetheopportunityandflexibilitytochoosefromdiverseevents,whichoffervaryingbenefits.Someofthefactorsthatparticipantsaresusceptibletoareprice,location,difficulty,conflictingdatesandweatherconditions.Itisessentialforcompaniestopracticeproductdifferentiationtogainbrandloyalty,asthethreatfromsubstitutesisextremelyhigh.BargainingPowerofBuyersHIGHCompetitionishighandparticipantshavealowcostinswitchingtootheralternativesbrands,asthereisnosignificantdifferenceinpricingorproductofferingsbetweenmanyendurancesportevents.Assuch,thePGTshouldenforceabrandloyaltyprogramtoretainpastparticipantsandpreventthemfromattendingothereventsinsteadoftheirown.Pricesshouldbetowardsthelowerendoftherangeintheirpricingstrategyforthoseparticipantswherepriceisanimportantfactororarepricesensitive.BargainingPowerofSuppliersMODERATEThereisalargepoolofsuppliersthatcouldpotentiallyactassponsorsinanyendurance-sportingevent,particularlyinVancouver.TheRunningRoomisasponsorforthePGTformanyconsecutiveyears;however,thePGTisyettofindaswimsponsor,especiallyafterthenewindoorpoolattheUBCAquaticCentre.Sincesponsorschosewhomtofinance,theswitchingcostbetweencompetitorsincreases.IndustryrivalryHIGHCompetitiverivalryishighintheendurancesportindustry.Therearemanysmallcompetitorswithamodestmarketshare,andseverallargeplayersthatholdsignificantmarketshareoftheindustry.ThePGTisamongstthesmallestplayersintheindustrygiventheirquantityofregistrationnumbers,whencomparedtoothertriathlons.PGT’sdirectcompetitionincludesothertriathlonslocatedintheMetroVancouverareaduringsummer.However,duetoproductdifferentiation,PGT’spositioningismoreofasocialevent,duetotheinclusionofkidsinthetriathlon,ratherthanastrictcompetitiveevent.Assuch,competitionbroadenstoincludekid-friendlysportcompetitionsandraces.
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EnvironmentalFactorsSocio-culturalFactorsWithhealthandwellnessconsciousnessincreasingamongCanadians,consumersacrosstheagespectrumareinvestingmoretimeandmoneyintoleadingactivelifestyles(BDC,2013).Specificsocio-culturalshiftsthathaveleadtoparticipatinginmorephysicalactivitiesinclude:agreaterawarenessoffitnesspreventingdiseasessuchascancerandobesity,fitnessbecomingportrayedasasignificantaspectofattractiveness,awaystodelaytheagingprocess,andtheshifttoidoliseathletesinpop-culture(Euromonitor,2014).Furthermore,thesesocio-culturalshiftscanbeobservedbytrackingtheaverageamountofexpenditurespentonrecreationandfitnessacrossCanada.InBritishColumbia,theaverageexpenditureonrecreationincreasedalmost10%from2014to2015,whichissignificantconsideringtheaverageincreaseacrossCanadawasapproximately2%(StatsCanada,2017).
Whilethekeymotivatorsforparticipatinginphysicalactivitiesdifferentiateamongstindividuals,thegeneralhealthtrendhasleadtonewfitnessopportunities,thus,increasingparticipantsinhighintensitysports,suchastriathlonsandmarathons.Asaresult,varioussportseventsandcompetitionshavemoreflexibilitytoadapttheirmarketingstrategiestotargetdiversepsychographicgroups.MarketingIntermediariesMarketingintermediaries,suchaswholesalers,agentsanddistributors,areknownasthemiddlemenforcompanies,astheydrivesalesbymakingservicesorgoodsmoreaccessibletoconsumers.Fortheendurancesportscategory,marketingintermediariesgenerallyinclude:supportfromsponsorships,partnerships,localclubsandtriathlonorganizations,suchasTriathlonBusinessInternational.
ForthePGT,UBCRecreation’skeyintermediariesinclude:AllSports,RunningRoom,MoreBikes,andadditionalsupportthroughoutUBC.AllSportsactsasanagentastheylocatethemselvesatotherTriBCeventsaroundBritishColumbia.Intheseevents,theypromotePGTbyusingflyersandwordofmouthinformationtoPGT’skeymarket.RunningRoomandMoreBikesactasretailintermediariesbysupportingPGTwithonsiteflyersandonlineinformation.Additionalmarketingsupportfromthesethreeintermediariesdependsontheirdesiretocommitbeyondtheircontractualobligations.
Lastly,throughoutUBC,intermediariesvaryfromflyerssharedthroughoutvariousfitnessfacilities:theBirdcoop,theAquagym,andword-of-mouthsupportfromUBCRecreation’s100+volunteers.PoliticalandRegulatoryGiventhatthePGTrouteincludesclosureofcertainroadsandpedestrianpaths,UBCRecreationneedstoensurethatallpartiesthatcouldbeimpactedbythiseventprovideconsent.Examplesofsuchinclude:theBotanicalGardens,theMuseumofAnthropology,andindividualslivingneartheroutes.Furthermore,asUBCRecreationneedstoalignwithUBC’sregulations,thePGTislimitedtocertainpricingstrategiesandpromotionalactivities.ConsideringPGT’sdirectcompetitor’ssocialmarketingstrategies,theselimitationscouldhinderPGT’ssocialawarenessgrowth.
Lastly,withthePGTbeingaTriBCsanctionedevent,UBCRecreationmuststayuptodatewithTriBC’scompetitionrulestoensurepropercompliance.
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CompanyAnalysisCurrentObjectivesThekeyobjectiveforthe2018PGTistoincreaseparticipationby15%.Comparedtothe393participantsin2016,UBCRecreationisaimingtosurpass450participantsin2018andcontinuethisexpansionintheyearstofollow.Toobtainthisgoal,UBCRecreationhopestoattractandidentifynewtargetaudiences,suchaslookingintoexpansionopportunitiesforchildrenaroundPointGreyandKitsilanoarea.SecondarygoalsforthePGTinclude:establishingnewtacticstoengagepreviousparticipants,improvingthemarketingfunneltominimizelosses,andrecommendinganewidentityorbrandingtoimprovethemarketabilityoftheevent.(NiuandNewell,2017)
CurrentPositioningStrategyThePGTiscurrentlypositionedasthe“triathlonforeveryone”astheywelcomebeginners,professionaltriathletes,youngandold,fromallaroundthelowermainland.Furthermore,customershavetheopportunitytopickavastarrayofeventoptionswellsuitedforeachcategory.UBCRecreationhasfocusedonensuringthatPGTcreatesanopen-environmentwhereindividualsfeelcomfortablecompetingattheirownlevels,andhavefundoingso.Furthermore,PGThasacompetitiveedgeofbeinglocatedonUBC’sbeautifulcampus,havingaccesstoabrandnewindoorpool,andtheUBCbrandsupportingthem.UBCRecreationasawholeispositionedtohosthighquality,communitybuildingevents,wherepeoplecanconnect,havefun,andgetinvolvedwithUBCrecreationandvarsitysport.(UBC,2017)
CurrentMarketingStrategyPriceUBCRecreationiscurrentlyoperatingasalossleaderwiththePGT,withtheirregistrationpricesrangingfrom$54to$87(forindividualparticipation).Incomparisontocompetitors,theregistrationpricesareonaveragemoreaffordable.Similarlytocompetitors,discountincentivesareinplacetopromoteearly-birdregistration.However,UBCstudentsandfacultymembersaregrantedagreaterincentivewithapproximately10-20%discounttowardsregistration.PromotionTodate,thePGThasnothadaconventionalmarketingcampaignandhasreliedonword-of-mouthpromotion,rackcarddistribution,referrals,andonlinepromotion.However,thislowcoststrategyhasbeenfairlyeffectivegivenitisthe7thannualyearforthePGT.InrecentyearsMarty,fromAllSport,wasresponsibleforapproximately80%ofthePGTparticipants.Marty’spromotionincludeshispersonalnetworkandyearsofexperienceinthecircuit.Todrivefurtherpromotion,flyersaredistributedthroughoutUBCatothertriathlonevents,andaswellatsponsor’sretaillocations,suchastheRunningRoominKitsilano.Lastly,UBCRecreationreliesonpositiveword-of-mouthpromotionfromtheir100+studentvolunteersandfacultymembers.
Place
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ThePGTishostedmid-summeronUBC’sbeautifulcampus:cyclingalongMarineDrive,runninginthescenicshadeofUBC’sMainMallandSouthCampus,andswimminginthenewindoorpool(UBC,2017).SwimmingindoorsisacompetitiveadvantageascompetitortriathlonsinVancouvergenerallyincludeswimmingintheocean,whichcoulddeterbeginnertriathletes.RegistrationforthePGTisavailableonlineviatheUBCRecreationWebsite,theRunningRoomwebsite,andinpersonatUBC.
ProductThePGTisknownasa“beginnersfavourite”,giventheenjoyablecompetitiveatmosphereandtheabilitytochoosefromvariousraceoptions.ThedifferentoptionsforparticipatinginthePGTincludeSprint,Short,Duathlon,Relayand“SplashPedalandDash”forkids.UBCRecreationoffersfreetrainingclinicsforparticipants,suchas“BikeReadinessClinic”and“TriathlonTrainingBRICKWorkout”.Furthermore,thePGTisaTriBCsanctionedeventthatoffersprofessionalracetiming.(UBC,2017).
InternalStructureVision&MissionUBCRecreationiscommittedtoofferingdiverse,accessible,andinclusiveprogrammingfortheentireUBCcommunity.Theycommittofosteringanenvironmentwhereeveryonecancontributeandthrive.UBC,2017
Vision-topromoteahealthy,activeandconnectedcommunitywhereeachpersonisattheirpersonalbestandproudoftheirUBCexperienceMission-toengagetheircommunityinoutstandingsportandrecreationexperiences,toenableUBCathletestoexcelatthehighestlevels,andtoinspireschoolspiritandpersonalwellbeingthroughphysicalactivity,involvement,andfun.
HumanResourcesUBCRecreationproudlycultivatesaninspiredworkplacewherestaffmembersandvolunteersareattheirbest(UBC,2017).FromobservingUBCRecreation’sworkcultureitisclearthattheemployeesandvolunteersenjoybeingapartof“RECfamily”astheyoftenvolunteerformorethanoneyear,competeintheeventsthemselvesandspeakpositivelyoftheirexperienceswithUBCREConline.Inaddition,thevolunteerswearUBCRecreation’sclothingaroundcampus,hence,aclearindicationofprideoftheirorganisation.Furthermore,UBCRecreationhostsanannualretreat,andanendofyearformalforallmembers.Itisthepositiveandclose-knitenvironmentthatUBCRecreationcreatesthatdrivestheorganisationtosuccess.FinancialResourcesAlthoughUBCRecreationisfundedbyUBC,eacheventisfinanciallysupportedinvariousways.ThedetailedinformationregardingthePGT’sfinancialsupportisunfortunatelyunavailable.
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KeySuccessFactorsStudentInvolvementThesuccessofUBCRecreation’seventsreliesheavilyuponthestudentvolunteers.Thevolunteersplayasignificantroleinspreadingthestokeandgettingstudentsengagedpriortoanevent,eitherthroughword-of-mouthorthroughonlinetacticssuchascreatingaFacebookevent.Inaddition,oneventdaysitisuptothevolunteerstocreateapositive,welcomingenvironmentwhileprovidingasafecompetition.ThestudentvolunteersareessentialastheysubstantiallylowertheoverallcostfortheeventandforUBCRecreationinthelongrun.LocationBeinglocateddirectlyontheUBCCampusprovidessignificantbenefitsforUBCRecreation.TheUBCRecreationbuildingisconvenientlylocateddirectlybytheUBCbusloop,providinganideallocationforonsitemarketing.Bybeingoncampus,studentsavoidadditionaltransportationandcaneasilycombinestudyingwithrecreation.Thisisgreatlybeneficialforthestudentvolunteersasitprovidesalotmoreflexibilitywhentheymanagetheirvolunteerschedules.Lastly,UBCRecreationbenefitsfrombeautifulnaturalsurroundingsaroundcampusandthesaferoutesthattheireventsoffer(SeeAppendixA).ParticipantsofthePGTcanexperienceasaferexperiencebyrunningonroadswithoutoncomingtraffic.
CustomerAnalysisPrimaryCustomerResearchOnlineSurveyThepurposeofourprimaryresearchwastogainadeeperunderstandingofUBCtriathlon’stargetmarket,andtoidentifydesirableelementsinatriathlonforconsumers.Wechoosetoimplementtwoseparatemethodstotackleourresearchobjective.Firstly,wedistributedanonlinesurveyviaQualtricstoanswerourfirstresearchquestion:
● “GainadeeperunderstandingofUBCtriathlon’smarket.”
Thequestionsontheonlinesurveyfocusedontheconsumer’sdemographic,geographic,purposeofcompetinginatriathlon,andtheirskilllevel(i.e.Beginner,intermediate,oradvance.)Wehadarandomizedsamplethatcapturesbothsidesofthemarket,thosewhoactivelycompeteintriathlonsandthosewhodonot.Ourintendedsamplesizewas100surveyrespondents,betweentheagesof18-65,fromthelowermainlandandwithapproximately30%ofsurveyrespondentshavinghadparticipatedinthePointGreyTriathlon.Ourendsamplesizewas121respondents,withaverageagefrombetween21-25yearsold.Unfortunately,only11%ofsurveyrespondentshadparticipatedinPGT,whichlimitedoursurveyanalysis.
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AllsurveydatawascarefullyanalysedviaQualtrics,SPSSandExcel.Bydoingso,wedevelopedrecommendationstolowermarketingcosts,anddistinguishedUBCtriathlon’stargetmarket.PleaseseeAppendixC.In-DepthInterviewMethodologyFurthermore,weconductedin-depthinterviewswith10individuals,allofwhichhaveeitherparticipatedinatriathlonthemselvesorhaveaclosefriendorfamilymemberwhohave.Themainpurposeforthein-depthinterviewwastoaddressoursecondresearchquestion,whichwasto:
● “Identifydesirableelementsinatriathlon.”Inordertoconducttheseinterviewswevisitedvariouslocations,suchastheBirdcoop,andaskedpeopleiftheywereinterestedtoparticipateina10-15minuteinterview,inexchangeforachancetowinaUBCFoods&Servicesgiftcertificate.Priortointerviews,weaskedascreeningquestiontoseparaterespondentsthatshownointerestintriathlons.Theresponsesweregatheredandanalyzedwiththeappropriatesoftwaretofindcommonalitiesinrespondents’answers.PleaseseeAppendixD.LimitationsDuetobudgetandtimeconstraints,wehadseverallimitationsinourprimaryresearch.Firstly,fortheresearcherlimitations,welackedaccesstoadiversesamplegroup.Sincethetriathlonmarketisstillniche,itwasdifficulttofindadiversesamplewithourbudgetandtimeconstraint.Therefore,mostofourrespondentswereUBCstudentsaged19-25.Ournextlimitationwasthesmallsamplesize.Weonlyhad121peopleinoursamplesize,whereas,ideallywewouldliketohavealargergroup.Furthermore,mostofourdataconsistofrespondentswhowerenottriathlonrunners(70%non-triathletes);hence,ourdataisskewed.Lastly,ourresearchsufferedlongitudinaleffects.Duetotimeconstrains,ourresearchisonlyaccurateinthepresentday.Consumer’stastesandpreferencesmightchangeovertime;thereforeourresearchonlycapturesthecurrenttrendsintriathlon.
CustomerDescriptionandBehaviourFindings:ConsumerBehaviourThesurveycoveredmajorityofthegeographiclocationsinVancouversuchas,EastVancouver,NorthVancouver,WestVancouver,DowntownVancouver,UBC,Richmond,Burnaby,Delta,Whiterock,andSurrey.Furthermore,thesurveyagedrangefromyoungkidstothoseover51.Themajorityofrespondentswerebetween21-25(46%).Lastly,thesurveycapturedalltypesofemploymentstatus,fromemployed,unemployed,student,toretired.Themajorityofrespondentswere“Student”and“Employed”statuswith46%and44%respectively.
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PreferenceforRunningandCyclingOurprimaryresearchindicatedthatmostpeoplepreferrunningandcyclingtoswimming.Outofthe121respondents,38%ofthemstatedthattheydislikedswimmingthemost,comparedtorunningwhichonlyhad30%rankedlast,and30%rankedlastforcycling.Thisnotionisfurtherconfirmedwithourin-depthinterviewsasmostrespondentsmentioned,“swimmingcompetitivelyisdifficult,andrequiresalotoftraining/preparation”.Thus,afantasticopportunityforPGTtobridgethisgapistoadvertiseUBC’sindoorswimmingpool,whichisbeperceivedtobelessintimidatingcomparedtoswimmingintheocean.Anotheropportunitythatstemsfromthesefindingsistoprovideswimmingworkshops,orgrouptrainings,forthoseparticipantseagertopractice.
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ReasonsforparticipatinginatriathlonThemostpopularreasonforparticipatinginatriathlonwasforpersonalandachievementgoals(72%).Thiscametonosurpriseastriathlonsareknowntobeextremelytaxingonthebodyandmind,hence,mostpeoplewouldjoinforpersonalachievementreasons.Secondly,42%selected“forthefunandsocialaspect”asthereasontojoinatriathlon.Wedecidedtocombine“funandsocialaspect”with“friendsandfamilyencouragement”,asbothhaveaheavysocialcomponentforwhyonewouldcompeteinatriathlon.Furthermore,ourin-depthinterviewsidentifiedthat,“iftheirfriendsweregoingtogo(participateinanevent),theyweremorelikelytojointhateventeveniftheywerenotphysicallyfitenough”.
ReasonsfornotparticipatinginatriathlonThebiggestfactorthatdeterspeopleawayfromtriathlonsistheperceiveddifficultyincompetinginone(35%),followedbythehighcost(23%)andthelackofsocialorfunaspect(23%).Thisisfurtherconfirmedwithourin-depthinterviewsasmoststatedthatthey,“werenotin(goodenough)shape,”tocompeteinatriathlon.However,whenwementionedthattherewereworkshopstohelpthembetterpreparetocompeteintriathlons,theyshowedanincreasedinterestforparticipatinginatriathlon.Otherfactorsthatleadtoanincreaseinlikelihoodtoparticipateincludedgroupdiscountsandmoresocialaspects,suchasaBBQaftertheevent.
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Segmentation
1. InternationalAsianStudents2. FamilyRunners3. FirstTimers
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InternationalAsianstudentsThissegmentiscurrentlyanuntappedmarketforPGT.ThesegmentconsistsofChineseinternationalstudentsthatstayduringthesummermonths,andareactivelylookingforeventstoparticipatein.Accordingtoourin-depthinterviews,theyarehighlyinfluencedbytheirpeersandwouldmostlikelyparticipateinlargegroups.Theyareinterestedinparticipatinginevents,however,feelintimidatedbylanguagebarriersandculturaldifferences.Furthermore,theymostlyhearabouttheeventsviasocialmediaapps,suchasWeChat,andoncampuspromotions.ThissegmentismostlikelytohearabouteventsthroughwordofmouthandWeChat.Lastly,thissegmentishighlypricesensitive,thus,runningagrouppromotionwouldhighlyincreasethelikelihoodofparticipation.FamilyRunnersRecently,thePGTintroducedakidsorientedracetargetingtheyoungerdemographic:theseareparticipants“under20s”,knownas“FamilyRunners”.Thesesegmentsmainlyconsistofchildrenbetweentheagesof7-16,andareusuallyaccompaniedbytheirolderguardians.AccordingtoSusanLacke,anavidorganiserforfamilyraces,thekeyinfluentialfactorforthissegmentiswhetherornottheirfamilyfriendsaregoingtoruntherace(Lacke,2017).Generallyparentswillcommunicatewithoneanothertoconfirmthattheyarerunningthetriathlon.Accordingtoourprimaryresearch,theirmainmotivetojointhetriathlonisforthefunaspect.FirstTimersThissegmentissimilartoInternationalAsianstudents,astheyprefertoruntheraceingroups.Theonlydifferenceisthattheydonotsufferanylanguagebarriers.Theirmainmotivetorunisforthesocialaspect,andforpersonalachievement.Itscomestonosurprisethatthemainreasonthatdetersthemawayfromtriathlonsistheirperceptionofdifficultyinrunningatriathlon.ThissegmentisconsideredtomostimportantsegmenttoPGT,asthedropoutrateisveryhigh.Therefore,PGThavetoconstantlyacquirenewcustomers.
CompetitiveAnalysisCompetitiveOverviewUBCRecreation'sPointGreyTriathloncompeteswithalargenumberofextremelydiversifiedprofessionalsportcompetitionsaswellasrecreationaleventstakingplacethroughoutthesummerintheprovinceofBritishColumbia.Intermsofdirectcompetition,PGTcompetesinaverydemandingenvironment.TriBC,theprovincialmulti-sportgoverningbodydedicatedtoprovidingathleteswithopportunitiestoparticipateandcompetethroughoutBClists30approvedtriathlonstakingplacethissummer.Conductingourindepthinterviews,welearntthatduetotheextensivepreparationrequiredandintensivenatureofparticipatinginatriathlon,theaverageparticipantisunlikelytoparticipateinmorethanafeweventseachseason.Inthesummerof2017,thePGTtriathlonwillbecompetingwithdominantdirectcompetitorssuchastheWestshoreTriathlon.TakingplaceinApril2017,thiseventwillwelcomethesummerseasonwithadiversifiedcompetitionfeaturingaSprint,SprintRelay,SuperSprintandDuathlon,aswellasachildrenorientedportiontitledKidsofSteel.Anadditionalcompetitoristhe2017WineCapitalofCanadaTriathlontakingplaceinOliver,includingaswiminTucelnuitLakeandascenicbikeridethroughwinecountry.ThroughouttheseasonathleteswillhavetheopportunitytoparticipateinmanyotherdifferentiatedeventssuchastheTriathlonofCompassion,theYoungHeartsTriathlonandtheMECLangleyTriathlon.Examining
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thelistofdirectcompetitors,itisevidentthatmosttriathlonsfocusondifferentiatingthemselvesbycelebratingaspecificthemeortakingplaceinaspeciallocation.Intermsofindirectcompetition,theprovinceBritishColumbiaandMetroVancouverinspecificofferawidearrayofrecreationalaswellascompetitiveoutdoorsporteventsincludingtheLululemonSeaWheezeHalf-Marathon,theBMOVancouverMarathon,thedownhillmountainbikingcompetitionCrankworxandworldfamousIRONMAN.Theseeventsaresupportedbyresourcefulorganizationsandhenceareabletocompetefortheattentionandattendanceofalargerpoolofathletes.Whilesomeoftheseeventsutilizethattocaterforaninternationalaudience,othersaremoreflexibleinthenatureoftheirdesignandcatertoawiderrangeoffitnesslevels.
CompetitionMatrixThecompetitionmatrixbelowtakesbothdirectandindirectcompetitorsintoconsideration.Comparingtherelevanteventsontheircompetitiveness,location,customizability,socialstatus,familyfriendlinessandpriceprovidesawell-roundeddescriptionofthesportingeventstakingplaceinBritishColumbia.Rankingcompetitivenessandlocationonascaleof1to5providesanoverviewoftheeventsthataremostcompetitive,suchastheIRONMAN,whilethelocationscalehighlightstheeventsthattakeplaceinnoteworthylocations,forexampletheHeartoftheRockiesTriathlon.
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BenchmarkBasedontheMatrixThemostimportantfactorsconsumerstakeintoaccountwhendecidingonparticipatinginatriathlonaresignificantlydifferentthanthosetheyconsiderinregardstoothercompetitiveorrecreationalsporteventsduringthesummer.ThePGT’sbiggestadvantageincomparisontoothertriathlonsisitscloseproximitytoMetroVancouver.StudyingthecalendarofupcomingBCtriathlons,itisclearthatmanyoftheeventsaretakingplaceinremotelocations,withonlyfiveofwhichtakingplaceinMetroVancouver.CompetingtriathlonstakeplaceanywherebetweenSquamish(SquamishTriathlon)andInvermere(HeartoftheRockiesTriathlon),meaningthatparticipantsmusttravelfurtherinadvanceinordertoattend.WhilethePGTistheonlytriathlontotakeplaceinPointGrey,indirectcompetitorssuchasotherpopularsporteventstakeadvantageofthearea,forexampletheBMOVancouverMarathon.ThePGTprovidesanadvantagetoathletesthatprefertoavoidopenwaterswimming,asitwilltakeplaceinUBC’snewAquaticCentre.WhilethisprovidesthePGTwithanedgeovermostofitsdirectcompetitors,theuseofapoolfortheswimmingsectionisnotthatrare,andisusedbyafewothercompetingtriathlonsincludingtheWestshoreTriathlon.ThePGT’sbiggestweaknessisitssocialstatusandbranding.Incomparisontoothertriathlons(directcompetitors)aswellascompetitivesportsevents(indirectcompetitors)thePGTislackingastrongbrandname,socialmediapresenceorakeydifferentiationstrategy.
PlanningAssumptionsMultiplekeyassumptionsareidentifiedinthisreport.Oneofthekeyassumptionsmadeinthereportistheindustry’sgrowthrate.AccordingtoIBISWorld,itisassumedthattheindustrywillgrowattherateof2.4%inthenextfiveyears(2017–2022).AnotherassumptionmadeistheeaseatwhichUBCRecreationattractsstudentvolunteers.ItisknownthatUBCRecreationreliesheavilyonstudentvolunteerstofacilitatewiththeirevents.Ahugeadvantagetothisisthesignificantsavingthattheymakeintermsoflaborcost.ItisassumedthatUBCRecreationwillnothaveaproblemcontinuingthistrendinthefuture.Thethirdkeyassumptionistheuniversalnatureofdesiredcharacteristicsoftriathlons.ItisidentifiedthatthecurrenttargetmarketforPGTarepeopleintheirlate20sandearly30s,howeveroursurveycorrespondentsweremostlystudentsintheageof19–25.Thereforetheassumptionmadeisthatthesetwodemographicsareseekingthesamecharacteristicsintriathlons.
SWOTAnalysisStrengthsForemost,thePGToffersregistrationindifferenteventformatssuchasSprint,Short,Duathlon,RelayandKids.Thesemultipleoptionsdifferindistanceandgiveconsumersanopportunitytoselectthedifficultytheyaremostcomfortablewith.Inaddition,thePGToffersaspecificeventforkidscalled‘Splash,PedalandDash’.Thisprovidesacompetitiveadvantageovercompetitorsasmanylocalcompetitorsdonotofferbothoptionsandgenerallyspecializeineitherkidsoradults.Furthermore,ourin-depthinterviewsprovidedqualitativeevidenceexpressingstronginterestsinparticipatingineventswiththeirfamilymembers.
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Secondly,thelocationofthePGTisakeystrength.WiththeraceoccurringonUBCcampusduringthesummer,therearefewerstudentsaroundandthereisnooncomingtraffic,whichcoulddisturbtheeventandprovidesasaferenvironmentforparticipants.Aswell,therouteprovidesbreathtakingviewsoftheoceanandsurroundingnature.Lastly,theswimmingsectionofPGThasalwaysbeenheldintheUBCpool,providingasafeandsecureenvironmentforbeginners.Consideringthatmanyoftheothertriathlonsincludeswimmingintheocean,swimminginthepoolisamoreaccessibletotrainfor,andisperceivedaslessintimidatingbyourin-depthinterviewrespondents.Inaddition,the2017PGTwilltakeadvantageofthebrandnewindoorpoolattheUBCAquaticCentreforthefirsttime,providinganopportunityforadditionalmarketing.WeaknessesOneofthegreatestweaknessesforthePGTisthesimplemarketingstrategythatiscurrentlyinpractice.Thedistributionofflyersandalackofsocialmediapresencelimitthepossibilityoffuturemarketresearchandanyonlinereachtopotentialcompetitors.Anotherweaknessisthat,comparedtocompetitors,thePGTdoesnotgreatlypossessa‘socialorfun’labelintermsofconsumerperception.Thisisduebecauseoftheinsufficienton-siteactivityfoundwhentheeventisinprogressandthelackofvolunteerssupportingthePGT.OpportunitiesAkeyopportunityforthePGTistheengagementandimplementationofdigitalmarketingstrategies.Duetoitslowsocialmediapresence,thePGTcanincreasetheirsocialmediacontentbyusingphotos,blog,Snapchatfilters,etc.EngagementusingdigitalmediasuchasvideoscanalsoboostthePGT’sawareness.ThreatsThePGT’sgreatestthreatisthehighindustryrivalry.ConsideringthatmajorityofPGT’scompetitionhosttheireventsduringthesummer,itiscommontohaveseveraleventsinclosedateofeachother,orevenoverlapping.Participantswouldhavetochoosewheretoparticipate,whichmayreducethenumberofparticipantsifthereasimilareventhappenstobecloseby.ThePGTshouldbeawarethatthereisapossibilityforfuturesportseventstobescheduledonthesamedateasthePGT,withsimilarraceoptions.ForthefullSWOT,pleaseseeAppendixF.
GoalsandObjectives
ThecoregoalofthismarketingplanistoprovideUBCRecreationwithstrategicrecommendationsthatwillimprovetheregistrationforthe2018PGT,throughincreasingthenumberoffirsttimertriathletes,currentstudentsandchildrenparticipantsinthe‘Splash,PedalandDash’race.Toachievethisgoal,wewilldevelopseveralstrategiestailoredtoeachtargetsegmentmentionedabove.Wearepreparedtoimproveaccessibilityofthetriathlonforfutureparticipantsbyofferingmoreworkshops,groupdiscountsduringregistrationandfreebikerentals.Mostimportantly,duetotraditionalmarketingstrategiesthatarecurrentlybeingusedbythePGT,onlineinitiativesandpublicrelationseffortstoimprovebrandperceptionsandbrandawarenessshouldbehighlystressed.Furthermore,generatingcontentandcampaignsforsocialmediaplatformssuchasWeChat,SnapchatandYouTubeiscritical.Lastly,partnershipsbetweenUBC’s
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summercampsandsportsprogramswillincreasecommunicationtowardspossiblefutureparticipantsfortheKids’“Splash,PedalandDash’event.Asaresult,wehaveidentifiedthreeSMARTobjectivesthatwilldrivethesuccessofthePGTincomingyears:
1. Increasethenumberoffirsttimeparticipantsby15%inthe2018PGT2. Generate5000buzzpointsbytheendofthefirstyear,aftermarketinginitiativeshavebegun3. Improvebrandperceptionsby15%throughincreasinglycommunityengagementby2018
CoreStrategyRecommendedTargetMarketFirstTimersOurprimaryrecommendedtargetmarketistofocusonfirsttimerssinceitisthelargestsegment,andhasthegreatestareaforgrowth.Asmentionedearlier,firsttimershaveahighdropoutrate,soit'simperativethatPGTconstantlyacquirenewcustomers.Althoughexperiencedrunnersareapproximatelythesamesizeasfirsttimers(seeconsumersegmentationchart),UBCRechavestatedthattheyhavenoproblemacquiringcustomersfromthissegment,hence,wehaveshiftedourfocusawayfromexperiencerunners.Firsttimersontheotherhand,haveahighdropoutrate;thus,PGTmustconstantlyattractnewcustomers.Inaddition,firsttimersusuallyruningroupssomarketingreturnsshouldbemoreprofitable.InternationalStudentsAsmentionedearlier,internationalstudentsareanuntappedmarketforPGTandhaveahugepotentialforgrowth.Accordingtoourin-depthinterviews,manyofthesestudentsstayduringthesummermonthsandarelookingtogetmoreinvolvedinUBC’sevents.Similartofirsttimers,Chineseinternationalstudentsusuallyparticipateineventswithlargegroups,hence,thereturnsonmarketingwillbemoreprofitable.Giventhatthesestudentsarehighlyinfluencedviasocialmediaadvertisements,suchasWeChat,marketingtothemisextremelyeasy,andlowcost.FamilyAthletesThissegmentwasintroducedlastyear(2016),andhasproventobeanareawherethePGTcandifferentiatethemselvesfromcompetitors.ThePGTisoneofthefewracesinVancouverthatcaterstokids;providingthemasafeenvironmenttocompete,wheretheswimmingportionoftheraceisinanindoorpool,andtherunningportionoftheracewillhavenooncomingtraffic.ConsideringVancouver’sfitnessandculturalshiftstowardshealthyliving,therearesignificantopportunitiesforthePGTtoacquirealotofyoungfamilies.
RecommendedPositioning ThePGT’scurrentpositioningdoesnotcatertotheentirerecommendedtargetmarket,andhencewerecommendthatUBCRecreationadaptsitspositioningstrategytofitthenewlyidentifiedtargetmarket.ThePGT’snewpositioningstatementshouldfocusonminimizingthechallengesofcompetingandinstead
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celebratepersonalachievements.TheredesignedPGTwillbe“atriathlonforeverybody”,asanypersoncanbecomeanathlete,andthePGTtriathlonisagreatopportunitytoachieveyourpersonalgoals.ThePGTwelcomesnewcomers,withoutanyregardstopreviousexperienceorage.ParticipantsofthePGTgettochallengethemselvesattheirownlevel,inasafeandsupportiveenvironment.ThePGTtriathlonisyourdivingboardtoabetterversionofyourself.PositioningStatementForinternationalstudentsatUBC,familiesathletesandfirsttimersfromthelowermainlandwhoarelookingtoachievetheirpersonalgoalswiththeirfriendsandfamilyattheirside,ThePointGreyTriathlonprovidesthesafestandmostwelcomingtriathlonexperienceforindividualsbyofferingabroadchoiceofraceoptions,includinganoptionforKids;TheSplash&Dash.UnliketheWestShoreTriathlon,whichislocatedonVancouverIslandandisseenasmorecompetitive,thePointGreyTriathlonpromotesdiversity,reducesbarriersofentrybyhavingtheswimmingcomponentinanaquaticcentre,andisfounddirectlyonUBCcampus,whichmakesitaneasilyaccessiblelocationforindividualsinthelowermainland.
MarketingStrategiesandSupportingTactics
Objective1Increasethenumberoffirst-timeparticipantsby15%inthe2018PGT,comparedtothe2017PGT.Thisobjectiveisfocusedonnewcustomeracquisition.Sincetheregistrationdatafrom2016isnotcomprehensiveenoughtobeutilizedinouranalysis,werecommendcollectingabettersetofregistrationinformationin2017tobeusedasbenchmarksforthe2018triathlon.Incomparisontotheupcoming2017competition,weaimtoincreasethenumberoffirst-timeparticipantsby15%inPGT2018.
Strategy1.1:Improvetheaccessibilityofthetriathlonforfirst-timetriathletesPerspectivetriathlonparticipantsfaceafewkeybarrierstoadoption.Inourprimaryresearchweaimedtoinvestigatethereasonsdeterringpeoplefromparticipatinginsuchasportingevent.Derivedfromoursurvey,welearnedthat37%ofrespondentsindicatedthe“levelofdifficulty”astheirmainreasonfornotregistering.Moreover,27%ofrespondentsstatedthe“cost”asanadditionalfactorthatdeterredparticipation.Theseinsightsalsosurfacedinourin-depthinterviews,inwhichwelearnedthatthelackofowningabicycleisasignificantbarriertoadoptionforthemajorityofathletes.Takingastepbackfromthecyclingsection,acriticalnumberofparticipantsalsoexpressedtheirlackofexperienceincompetitiveswimming.Whileswimmingrankedastheleastfavoritesportinoursurveys,respondentsnoticedthatUBCRecreationhascyclingandrunningsponsors,butdoesnothaveapartnershipwithaswimmingbrand.
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Tactic1.1.1:WorkwithMoreBikesortheBikeKitchentoofferadditionalbikerentalsAccordingtotheMoreBike’sofficialwebsite,recentlyreleasedroadmodelscostover$800.Intermsofrentals,bothMoreBikesandBikeRentalsPacificofferroadbicyclesforrent,thelatteroffersperformanceroadbikesfor$55for4hoursor$69forafullday.Inessence,thismakesroadbicyclesthemostexpensiveresourceatriathletewouldhavetoacquireinordertoparticipateinarace.WerecommendUBCRecreationtoprovideamorecomprehensiverentalprogramforparticipants.ProvidingacompetitivebikerentalprogramatthePGTwillhelpovercomethecostbarrierforstudents,andultimatelyencouragefirsttimeparticipantstojointhePGT.
Tactic1.1.2:ProvideparticipantsmoreworkshoppriortoeventInourin-depthinterviewswelearnedthatmanyparticipantshadconflictswiththeschedulingoftheworkshopsleadinguptotheevent.Workshopsareavitalresourceforfirst-timers,providingthemwiththepropertrainingandguidancesothattheyfeelcomfortableandconfidentintherace.Giventheimportanceoftheseworkshops,UBCRecreationshouldoffermoredatesandtimeslots,ideallyscheduledbasedonparticipants’availability,inordertoenhancetheevent’saccessibility.Providingparticipantswithmoreworkshopswouldgreatlymotivatefirst-timerstosignup,asitensuresthattheywillbereadyfortheeventbenefitingfromtheprofessionaltrainingandpreparation.
Tactic1.1.3:Offergroupandreferraldiscount34%oftherespondentsstated“forthefunandsocialaspect”asthekeymotivationforjoiningasportingcompetition.ByaddingasocialelementtothePGT,consumerswillbemoreengagedandencouragedtosignup.Participatinginsucheventswiththeirfriendsorfamilyandhavingtheopportunitytomeetnewpeoplethroughtheexperienceisakeymotivator.Hence,werecommendprovidingregisteredparticipantswithareferralcodewhichtheycanpasstopeopletheythinkmaybeinterestedinthePGT.Thereferralprogramoffersareward,shouldaregisteredparticipantsharetheeventthroughsocialmediaorreferafriendsuccessfully,theywouldbeeligibleforcertainrewardssuchasdiscountsforotherUBCevents.
Tactic1.1.4:EnhancetheswimmingsectionIntheprocessofconductingourprimaryresearchwelearnedthatswimmingistheleastfavourablepartoftherace,stemmingfrompeople’sperceivedburdenofgettingwetandchangingclothes.Inaddition,wenoticedthatamajorreasonforwhymanypeopledislikeswimmingisbecausetheylacktheexperienceandknowledgeofcompetitiveswimming.Tomaketheswimmingportionoftheracemoreappealing,werecommendUBCRecreationtoofferswimmingworkshops.Thepurposeofswimmingworkshopsistoprovideprofessionaltraininginordertomakeparticipantsfeelmorecomfortableinthispart.Inordertoofferswimmingworkshops,UBCRecreationshouldestablishnewpartnershipswithswimmingschools,whichhavethecredibilityandreputation.Atthesametime,UBCRecreationcouldadvertisethePGTatthepreviouslymentionedswimmingschools,aimingtoattractpotentialparticipantswhoalreadyenjoycompetitiveswimming.
Strategy1.2:IncreasePGTbrandawarenessamongcurrentUBCstudentsConductingourprimaryresearchwefoundthat65%ofrespondentshaveneverheardofthePointGreyTriathlon.Thisrateisexceptionallyhigh,consideringthatUBCRecreationiswellknownamongstUBCstudentsandhasover25,000consumersannually.Basedonthisinsight,itisevidentthePGThaslowbrand
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awarenessamongstUBCstudents.InordertotargetUBCstudentsmoreeffectively,weseparatedthesegmentintothreegroups–currentstudentslivingoncampus,Chinese-speakingstudents,andstudentswithinthegeographicalareaofUBC.
Tactic1.2.1:CollaborationwithUBCresidencesUBCResidenceswouldbeanidealoptionforpartnershipduetotheircloseproximitytosociallyactiveUBCstudents.Allofthestudentswholiveoncampusbelongtoourtargetsegment,whichincludesstudentsineveryschoolyear.ByinitiatingrelationshipswithResidenceAdvisors,wewouldbeabletoreachalargeamountofstudentsinashortperiodoftime.StudentslivinginUBChousingareexposedtoadboardsintheirbuildingsthroughouttheday,andreceiveinformationfromtheirRA’sinregardstoeventstakingplaceoncampus.Inaddition,studentslivingonUBCresidencesaremorelikelytoattendnumeroussocialeventsandgetinvolvedincampusactivitiesduetotheireasyaccesstosocialgroupsandlocations.Thesesociallyactivetraitswouldincreasethelikelihoodofthestudentstotrynewevents.Notonlywecanbuildawareness,thegroupwearetargetingthroughResidencesalsohasagreaterpossibilitytoactuallycommittoourevent.Therefore,advertisingthroughResidencesinitiatesinterestamongstudentgroupswhoarehighlyinvolvedoncampus,whichincreasestheoverallconversionrateforthePGT.
Tactic1.2.2:TargettheChinesestudentgroupviaWeChatandWeiboInourprimaryresearchwefoundnon-nativeEnglishspeakers,suchastheChinesestudentgrouponcampus,joiningeventsthataresolelyadvertisedinEnglishislesslikely.Atthesametime,enrollmentrecordsshowthattheChinesestudentgroupatUBCisrapidlygrowing.AccordingtoUBC’s2014EnrolmentReport,32%oftheinternationalundergraduatestudentshaveaChinesecitizenship.Atthegraduatelevel,internationalstudentsfromChinarepresent25%oftheoverallenrollmentgroup(Farrar,2014).TargetingChinesestudentswouldnotonlybeaprofitablestrategyforthePGT,butalsoforotherUBCRecreationevents.InordertotargetChinese-speakingstudents,themosteffectivestrategywouldbethroughWeChatandWeibo,twoofthemostpopularsocialmediaplatformsinChinaandforChinesepeopleoutsideofChina.Firstly,werecommendUBCRecreationtoopenanofficialWeChataccount.WeChatisthemostpopularsocialappinChina.Atthecurrentstage,ithas818millionmonthlyactiveusers.Amongtheusers,60%ofthemarebetweentheages15-29whichrepresentourtargetsegment(Smith,2016).Secondly,werecommendopeningaWeiboaccount.WeiboissimilartoTwitteranditcurrentlyhas600millionregisteredusersand313millionactiveusers(Smith,2017).AsuccessfulexampleofutilizingWeChatandWeiboforcampuseventsandmarketingisoftheSauderSchoolofBusiness,astheyrecognizedtheimportanceofChinese-speakingstudentsoncampusandlaunchedofficialaccountsonbothoftheseplatforms.Followingthelaunchofanofficialaccountonbothchannels,UBCRecreationwouldbeabletopromotetheireventsandbuildawarenessamongChinesestudents.OtherthanpromotingthePGT,theseaccountscanbeutilizedtopromoteotherUBCRecreationeventsaswell,resultinginabetterestablishmentoftheUBCRecreationbrandamongstChinesespeakingstudentsoverall.
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Tactic1.2.3:Snapchatgeofiltersadcampaign–TargetingstudentsatkeylocationsSnapchat’sGeofiltersareahighlyeffectivemethodinreachingourtargetsegmentinacustomizedandpersonalway.UnlikeInstagramandFacebook,Snapchatisperceivedasmorepersonalformofcommunicationasitisusedmoreoftenbyourtargetedagegroups.UtilizingSnapchatasamarketingtoolwouldallowUBCRecreationtoreachusersinparticulargeographicalareasoncampus,suchasthegymsandaquaticcentre.CreatingasetofSnapchatgeofiltersforthePointGreyTriathlonwillhelpincreasebrandawarenessamongststudentsthatarespecificallyoncampusandimproveUBCRecreation’ssocialmediapresence.
Objective2Generate5000SocialMediaBuzzPointsbytheendofthefirstyearaftermarketinginitiativesbegin.
Strategy2.1:InvestinonlinepromotionalmarketingThisstrategyisfocusedonpromotionaltacticsthatwillincreasebrandawarenessamongstfirsttimeparticipants.TofurtherdevelopbrandawarenessofthePGT,werecommendtore-allocatemarketingfunds,whicharecurrentlybeingusedforinpersonmarketingandflyers,toonlinemarketinginitiatives.Basedoffourprimaryresearch,wenotedthatastrongeronlinepresencewouldhaveagreaterinfluence,generatemoreengagementandwouldreachfirsttimeparticipantsmoreeffectively.ThePGTneedspromotionaltacticsthatwillreachawideaudience,increaseonlinesocialengagementandgeneratesocialmediabuzz.
Tactic2.1.1.FacebookandInstagramtargetedadvertisements
CurrentlytheUBCRecreationFacebookpagehasalmost11,000likes,whiletheUBCRecreationInstagramsitehasapproximately2,300followers.WerecommendinvestingintargetedadvertisementstopushpostsdirectlytothespecificPGTconsumersegments.Inreturn,UBCRecreationwilldrivePGT’sbrandawarenessthroughhavingtheoutletstoreachawideraudience.Inaddition,theUBCRecreationFacebookpagecouldseeasteadyincreaseinitslikes,whichcouldbenefitothereventsthroughouttheyear.Basedoffourprimaryresearch,wenotedthatFacebookandInstagramarethemainsocialmediaoutletsthatthemajorityofoursurveyrespondentswouldbemorelikelytoengagewith.
Foremost,werecommendstartingwithtargetedadvertisementsonFacebook,giventhebiggerfollowingandmorevarietyandoptionsofferedfromFacebookads.Togetthegreatestreturnoutoftheadvertisements,itiscrucialtofine-tunetheexactaudienceofwhomyouaretryingtoreach.ForthePGT,weproposetotargettheadvertisementstofirsttimers,menandfemales,betweentheagesof20-30yearsandarelocatedaroundthelowermainland,withanemphasisaroundUBC,PointGreyandKitsilano.Furthermore,werecommendincludingspecific“connections”inyouraudience.ConnectionscouldincludeanyonewhohaslikedtheUBCRecreationFacebookpage,otherUBCRecreationEventsinthepastorotherwell-knownfitnesspagesorgymsfromVancouver.ThiswayUBCRecreationisensuringthatthePGTisbeingtargetedtowardsyoungindividualswhoarelocatedcloseby,andhasshownabehavioralinterestinfitness.
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ThePGTwillsignificantlybenefitfromthetargetedadvertisementsasitwillnotonlydrivebrandawareness,butitwilldriveengagementwhichwillfurtherspreadwordofthePGTonline.WhenonelikesorcommentsonapromotedPGTpost,theirFacebookcommunitywillseetheinteraction,andwillthusspreadawareness.Toensurethatthepostsdriveengagement,UBCRecreationshouldcreatevisualandrelevantpoststocaptureinitialinterest.Furthermore,theadvertisementsmustincludeaspecificvaluepropositionandacall-to-actionsothatengagementisencouraged.
ForthePGT,werecommendthattheadvertisementsincludecaptivatingvisualsthatdisplayhowthePGTis“thetriathlonforeveryone”.Forexample,thevisualscouldshowadiversegroupofpeopleofvaryingagesorcouldshowaphotoofanindividualcrossingoff“completeatriathlon”fromtheirbucketlist.ThevaluepropositionsshouldfocusonhowthePGTiswelcomesallfitnesslevelsandoffersvariousoptionsforparticipating.Bydoingso,thePGTwillbeaddressingthemainfactorforwhypeopledon’tparticipateintriathlonswhichwas“thelevelofdifficulty”basedofourprimaryresearch.Lastly,thecall-to-actionsshouldfocusondrivingtraffictotheUBCRecreationwebsite.Todoso,werecommendhavinga“RegisterNow”linkthatbringsonedirectlytothePGTsite.Byhavevisuallyappealing,relevantandactionableposts,UBCRecreationwillmaximizethelikelihoodoftheiraudienceengagingwiththeirpostsandwillboostoverallbrandawarenessforthePGT.
SimilarlytotheFacebookadvertisements,werecommendforUBCRecreationtoinvestinadvertisementsonInstagramtoreachademographicthatmaynotbeasactiveonFacebook.Inaddition,bydrivingPGTadvertisementsonInstagram,UBCRecreationcouldgainmorefollowers,whichcouldboostoverallawarenessfortheorganization.
Tactic2.1.2.LeverageHootsuite
ToensureUBCRecreationisreachingtheirdesiredtargetmarkets,werecommendinvestinginaHootsuiteaccounttooptimizePGT’ssocialmediapresence.WiththehelpofHootsuite,UBCRecreationwillbeabletomanageallofitssocialmedianetworksinoneplace,willbeabletopostupdates,reviewresponsesandschedulepostsinadvance.Mostsignificantly,UBCRecreationwillbeabletolistenandconnectwithconsumersonamorepersonallevel.Bydoingso,UBCRecreationcouldsignificantlybenefitbygettingamorethoroughunderstandingofwhattheirconsumersarelookingforormissingincertainevents.Lastly,theanalytictoolsofferedbyHootsuitewillhelpUBCRecreationgetabetterunderstandingofwhichonlinepromotionaltacticsaremostsuccessfulintermsofengagementsandreactions.
Byhavingabird'seyeviewofallonlineengagements,UBCRecreationwillhavemoreinputonhowtosolveproblemsorimprovecertainevents.InregardstothePGT,HootsuitewillprovideUBCRecreationwithexactdataofwhomtheyarereachingwiththeirposts,andwhooutofthoseconsumersaremostengaging.ThisdatawillhelpfurtherdefinePGT’sconsumersegmentsandwillprovidefurtherbehavioralattitudesandopinionsfrompotentialtriathletes.Inreturn,UBCRecreationcanusethisdatatoadapttheirmarketingstrategiestobettertargettheirmoredefinedconsumersegmentsfurtherdowntheroad.Inaddition,byleveragingthescheduledpostfunctiononHootsuite,UBCRecreationcanensurethattheyareeffectivelypublishingspecificPGTpostspriortoregistrationdeadlines.ThiswillnotonlymakeiteasierfortheUBCRecreationsocialmediateam,butitwillensurethatbrandawarenessforPGTispushedatstrategictimes.
HootsuitewillprovideUBCRecreationtheadditionalboosttospreadbrandawarenessandwillgiveUBCRecreationaclearoutletfortrackingtheirsocialmediabuzzpoints.WerecommendtohavetwosocialmediavolunteerstobetheresponsibleforregularlycheckingandmonitoringHootsuite.Bydoingso,UBC
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Recreationwillbeabletotracktheirprogresstowardsreachingtheirtargetof5000buzzpoints.WiththehelpofHootsuite,UBCRecreationcantaketheirsocialmediaandonlineengagementtoanewlevel.
Strategy2.2:Improvepublicrelationsthroughcreativestorytelling
Tacticsunderthisstrategyfocusonsharingauthenticstorieswhilegeneratingmeaningfulwaysforpeopletoengageonline.WerecommendUBCRecreationtoenhanceitspublicrelationsforthePGTbycapturingconsumerperspectivesandsharingthemonlinewithfamilyrunners,firsttimersandexperiencedtriathletesfromthelowermainland.SharingdiverseconsumersinsightstoallthreesegmentswillcomplimentPGT’spositioningofbeingthetriathlonforall.
Tactic2.2.1.#WhyIRun,#WhyISwim,#WhyICyclevideocampaign
WeproposeforUBCRecreationtolaunchavideocampaignthatfocusesonthereasonsbehindwhyindividualsdocertainsports-specificallywhytheyrun,swimorcycle.Thepurposeofthecampaignistohighlighttriathlete’sdifferentmotivations,withthehopesthatotherindividualscanconnectwiththemotivations,andbecomemotivatedtoworktowardsatriathlonfortheirownuniqueways.Thecampaignshouldhighlightthatitisimportanttofindyourownmotivationtoaccomplishagoal,whetherthatbeatriathlonora5k.
Thecampaignwouldgoasfollows:
1. 3monthspriortothePGT,UBCRecreationteamsupwithpastTriDu/PGTtriathletesandwellknowntriathletesfromaroundthelowermainlandandfilmsthemansweringoneofthefollowingstatements;whytheyswim,whytheyrun,orwhytheycycle.UBCRecreationcreatesa30secondvideocollageofthetriathletesansweringthestatementsandsharesitonline.
2. AthletessharethevideoontheirpersonalsiteswiththeUBCRecreationhandleandthequestion,“WhydoYOURun/Cycle/Swim?”todriveengagementthroughcommentsorlikes.
3. Aspartoftheshare,werecommendUBCRecreationtopostanonlinecontesttopushthecampaign.Forinstance,thecontestcouldbe“Whydoyourun?Shareyourstorywith#WhyIRunandtag@UBCRecreationandyoucouldwinregistrationthisyear’sPointGreyTriathlon”.Thegoalsbehindthiscontestistoaskpotentialtriathletesorfirsttimerstosharetheirstoryonsocialmedia,mentionUBCRecreationanddrivesocialmediabuzzforthePGT.
Byimplementingthiscampaign,thePGTwillbeabletospeaktopotentialtriathletesthroughoutthelowermainlandinanewandengagingmanner,inarelativelyinexpensiveway.SuccessfullylaunchingthiscampaignwilldrivesocialawarenessandincreasesocialmediabuzzpointsforthePointGreyTriathlonoveratime.
Tactic2.2.2EventhighlightrecapYouTubevideo
WeproposeUBCRecreationtocreateaneventrecapvideoofthe2017PGTthatfocusesonthePGT’skeypositioningandkeycompetitiveadvantages.GiventheintensedirectcompetitioninBCfortriathlons,itiscrucialthatUBCRecreationdirectlycommunicationstofuturefirsttimersandpotentialtriathleteswhatthePGToffers.Thereforethevideoshouldfocusoncommunicatingthefollowing:
● Thenewindooraquaticcenter
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● ThebeautifulUBCcampus,showcasingtraffic-freeroutes● Aquickoverviewofthevariousraceoptions(Short,Sprint,etc.)withaspecialfocusonthekids
SplashandDashcompetition● Clipsofvariouscompetitors,allagesandallbodytypes,havingaenjoyabletimethroughoutthe
race● Mostsignificantly,captureparticipantsemotions
UBCRecreationshouldpushthevideoonitssocialmediachannels,aswellasemailtheonlinevideolinkdirectlytoalltriathleteswiththehopesthattheyeitherlike/comment/sharethevideoontheirownsocialmediasites.Inaddition,UBCRecreationshouldincludetheirsponsorlogosattheendofthevideotoprovideanincentiveforthesponsorstosharethevideoaswell.Forinstance,iftheRunningRoomenjoysthevideoandendsupsharingthehighlightvideoontheirsocialmediaplatforms,thePGTwillbedirectlyshowcasedtotheiraudiencewhichwillfurtherdrivebrandawarenessandpotentialfuturesales.
Producingacaptivatingeventrecapvideoofthe2017PGTwillnotonlyprovidetheathleteswithaproudkeepsake,butitwillaswellbeanengagingmarketingtoolforthe2018PGTandyearstofollowasitwillhighlighttheracesdiversityandlowbarriersofentry.
Objective3Achieveabrandassociationofthebeingthe“triathlonforallages”by50%oftherespondentsbytheendofthe2018PointGreyTriathlon’srace.
Strategy3.1:Introduceanintegratedcampaignshowingthediversityoftheparticipants
ThepurposeofthisstrategyistoeducateandspreadawarenessofthePGTtoFirstTimers,bycommunicatingthatanyoneisqualifiedtocompeteandtoreduceperceivedbarriersofentry.Tocommunicatethisclearly,weproposetoshowcasethediversityoftheparticipantsfromtheraceitself.Thiscanbedonethroughintroducingapersonalizedstory-tellingphotocampaign,similartothatofHuman’sofNewYork.Moreover,apromotionalYouTubevideothatwillbereleasedpriortotheeventshowcasingvariouspeoplewithdifferentgender,shapeandsizesparticipatinginrunning,cyclingandswimmingwillalsoensurethatPGTisshowingthediversityofallparticipants.
Tactic3.1.1Personalizedstorytelling(HONY)
Thefirsttacticistointroduceauniquepersonalizedstorytellingcampaignthatwillbereleasedonarollingbasis.TheformatofthiscampaignwillbeverysimilartothatofHumansofNewYork,wherebytherewillbeapictureofasubjectandashortstoryordescriptionpostedalongsidetheirpicture.TheseshortinterviewswillthenbepostedonlinethroughUBCRecreation’ssocialmediaaccounts,suchasFacebookandInstagramonarollingbasis.Amoredetailedtimelinecanbefoundintheimplementationsection.Thepurposeofthiscampaignistoshowcasetheparticipant’smotivationandtheirfeelingsbehindjoiningthePGT.
WesuggestUBCRecreationtostartconductinginterviewsduringtheupcoming2017race.Volunteerscanapproachparticipantsaftertheyfinishthetriathlonandconductabrief1-2minuteinterview,whichisthenfollowedwithapicture.Somequestionsthatcouldbeasked:
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● Howdoyoufeelaboutcompletingtherace?● Whatwasyourmotivationbehindjoiningtherace?● Whathaveyoudonetopreparefortherace?● Whatwasthefirstwordthatcomestomindafterfinishingtherace?
Aftereditingtheseinterviews,UBCRecreationcanstartpostingtheminJuly2017(onemonthaftertheconclusionoftherace)inastaggeringmanner,wherebytheycouldpostoneintervieweverytwoweeks.Thismethodwouldensurethatthehypesurroundingtheeventwouldstayaliveuntilthenextracecommences.
Withthiscampaign,UBCRecreationwillbeabletohighlightdifferentindividualsthathaveactuallyparticipatedinthePGTbefore.Bydoingso,UBCRecreationwouldbeabletoshowcasethatdifferentindividualshavedifferenthabitsandmotivationsbehindjoiningtheevent.Withtheinterviewbeingconductedshortlyaftertherace,theywouldalsobeabletocapturetheeuphoriaofeachparticipant.TheUBCRecreationwillbeabletofeelandreapthebenefitsofthiscampaignupuntilthe2018PGT.
Tactic3.1.2YouTubepromotionalvideo
Thesecondtactictothisstrategyistoreleaseapromotionalvideopriortotherace.SimilarlytothepromotionalvideocreatedfortheopeningoftheUBCAquaticCentre,thepromotionalvideoforthePGTshouldbeaquick30-secondclipshowcasingthekeydifferentiators.ThiscanbedonethroughthehelpofUBCRecreation’samazingvolunteers,makingthistacticextremelybudgetfriendly.
Inthispromotionalvideo,UBCRecreationwouldbeabletoshowcasepeopleofdifferentgenders,age,sizesandphysicalfitnessparticipatinginactivitiessuchasrunning,cyclingandswimming.ThiswouldcommunicatethemessagethatanyonewouldbeabletojointhePGT.ThiscampaignwouldfurtherhighlightthedesireddiversityofparticipantsfortheraceaswellasthePGTitselfbeinga“lessintimidating,funandsociableevent”.
Logistically,UBCRecreationshouldstartrecordingthematerialsforthisvideoassoonaspossible.Gatheringpeoplewithdifferentcharacteristicsandaskingthemtododifferentphysicalactivitieswillsurelytaketime.Thispromotionalvideothenshouldbereleasedafewweekspriortostartoftheregistrationdate.
Strategy3.2:PromoteSplash&Dashbydevelopingpartnershipswithkeycommunities
InordertocommunicatethatPGT,wealsohavetoconsidertheSplash&Dashportionoftheeventthattargetsparticipantswhoareundertheageofeighteen.Todothiswedecidedtocontinuedevelopingpartnershipswithkeycommunitiessuchasthelowermainlandschools,springbreakcampsorganizers,aswellastheparentsoftheparticipantsandreachingouttocommunityandyouthcenters.Byhavingstrongrelationshipswiththesekeycommunities,webelievethatPGTwillfurthershowcasethemessagethattheyarearacethatwelcomesindividualsofallages.
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Tactic3.2.1Partnershipswithlowermainlandschools
EstablishinggoodconnectionswithlowermainlandschoolsisessentialforthesuccessofPGT.HavinggreatpartnershipswithphysicaleducationteachersaswellastheathleticdepartmentisagatewaytocommunicatingPGTtothepotentialparticipantsinthesestudents.TostayconsistentwiththemessagethatPGTwelcomesindividualsofallages,studentsintheselowermainlandschoolshavetobemadeawarethatPGThasaspecialcategoryofraceforthem.
WerecommendforUBCRecreationtostartreachingouttothekeystakeholdersintheathleticcommunitywithintheseschoolsthemselves.TheycouldthenproceedandhostsmallmeetingtopromotePGTtothestudents.ThiscouldalsobeusedasanopportunitytopromoteotherUBCRecreation’seventssuchasthespringandsummercamps.Bycommunicatingdirectlytothestudents,wehopethatUBCRecreationwillbeabletocapturethestudents’interestaswellcommunicatethatPGTisachallenging,yetenjoyableevent.
Tactic3.2.2Partnershipswithspringbreakcampsorganizersandparents’ofparticipants
ConsideringthatthedateoftheraceforPGTusuallyfallsinJune;wedecidedthatspringbreakcamps(midMarch)wouldbeaperfectopportunitytotargetparticipantsfortheSplash&Dashevent.Thistacticinvolvescommunicatingwithboththespringbreakcamporganizers,aswellastheparentsoftheparticipants.UBCRecreationisresponsibletomakethemawarethattheSplash&DashisapartthePGT.WesuggestUBCRecreationtoutilizetheirveryownspringbreakcampstostart.Forinstance,UBCRecreationcouldleveragetheemailinformationoftheparentswhoenrolledtheirkidsinspringbreakcampsandsendoutashortemailblastwiththepromotionalvideoattached.
AlternativelydealingwithspringcampsfromoutsideofUBC,UBCRecreationcouldcontacttheorganizersandaskpermissionsiftheycouldpromotethePGTduringtheirspringbreakcamps.Oncetheyaregiventhegoahead,UBCRecreationcouldaskvolunteerstopersonallyattendthesecampsandtalktotheparentsorparticipants.Byengagingthecommunityaroundthespringcampsattendees,UBCRecreationisensuringthattheyareincludingallofthedemographics,stayingconsistentwiththemessageof“aneventforallages”.
Tactic3.2.3Reachingouttoyouthandcommunitycentres
Similarlytolowermainlandschoolsandspringbreakcamps,thecommunityandyouthcentresareplacesthatshouldnotbeoverlooked.Communityandyouthcentreshostalotofactivitiesforkidstoparticipatein,thereforeitistheperfectavenueforUBCRecreationtocontinuetheirpromotionoftheSplashandDashevent.WerecommendUBCRecreationtotalktotheadministrationinthesecommunityandyouthcentresandfirstlyaskwhetherornottheycoulddistributeflyersallaroundthecentres.Althoughflyersmightnotbethemosteffectivemarketingtooltouse,theyareoneofthecheapest.Theseflyerscouldbedistributedtothekidsbytheorganizersaftertheyattendedcertainsportsclassesorsessions.Moreovertheseflyerscouldalsobepostedalloverthecentresaswellasthebulletinboardwithinthecentres.AnotherwaytoapproachthissegmentistohostasmallboothsomewherenearthelobbiesshowcasingthePGT.TheadvantageofhavingaboothisthatUBCRecreationwouldbeabletoshowcasetheplethoraofeventsthattheyhaveintheircalendar.Havingface-to-faceinteractionswiththesekidsandtheirparentswouldbeverybeneficialasthevolunteerswouldbeabletocommunicateclearlythemessageandgoal
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behindthePGT.Thiswouldhopefullyconvertboththekidsandtheirparents,andgivethemmotivationtojointhePGT.
TimelineforImplementationTheimplementationofthetimelinewillbesplitintothreephases.Foragraphicalrepresentation,pleaseseeAppendixG.
Phase1(Current–June2017)WerecommendimplementingseveraltacticswithinthenextfewmonthsuntilthemonthofthePGT2017(June).Duringthisphase,someofthetacticsarescheduledtobeimplementedforlongerthanPhase1.Theacquisitionofpartnershipsforbikerentals(Tactic1.1.1.)andsponsorshipsforawater-relatedsportbrand(Tactic1.1.4.)willbeanongoingtacticthroughoutthemiddleoftheyear2018.Similarly,tacticstoincreaseonlineengagementwillbecatalogedasongoingbyleveragingHootsuite(Tactic2.1.2.)andtheusageofWeChatandWeibosocialchannels(Tactic1.2.2.)foratleastoneandahalfyearintothefuture.OthertacticsincludetheimplementationoftargetedFacebookandInstagramAds(Tactic2.1.1.)untilthedateofthePGTtocreateonlinebuzzandcustomerengagementwiththePGT.ContactbetweenthePGTandUBCsummerandsportscamps(Tactic3.2.2.)andcommunityandyouthcentres(Tactic3.2.3.)willbeessentialtoincreaseparticipationratesforthekids’‘Splash,PedalandDash’event.Leadinguptotheevent,videocontentshouldberecordedformarketingpurposes.BetweenMayandthedateoftheevent,thePGTshouldgatherasmuchdigitalcontentforadsandpromotionalcampaignsforYoutube(Tactic3.1.2.),aswellascontentforthe#whyiruncampaign(Tactic2.2.1.).Mostofcontentwillbedocumentedthedateoftherace.
Phase2(July2017–March2018)Phase2startsonJuly2017andendsonMarch2018.Asstatedearlier,severaltacticswillbeonanongoingbasisthroughouttheyear2017toprepareforthePGT2018.AnewcampaignsimilarinformattoHumansofNY(Tactic3.1.1.)willbeimplementedduringthisphasetopromotethemovementof‘sportsareforeveryone’.TacticslimitedtoPhase2arethecreationofpostPGTYouTubevideo(Tactic2.2.2.)whereithighlightsandrecapstheevent.Moreover,involvementwithUBCresidencesandRAs(Tactic1.2.1.)willbeemphasizedwithameetinginSeptemberandJanuarywherestudentscomebacktoschoolandbeginanewsemester.TheusageofSnapchatGeofilters(Tactic1.2.3.)willbecreatedandimplementedthedatethePGT’sregistrationonMarch2018.Moreover,contactbetweenthePGTandPEdepartmentsfromschoolsinLowerMainland(Tactic3.2.1.)willstartinSeptember2017andendinMarch2018becauseitcoincideswiththebeginningandendoftheschoolacademicyear.
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Phase3(April2018–June2018)Phase3,arepetitionofPhase1,startsonApril2018andendsonJune2018.Thecontinuationofprevioustacticspromotingpartnerships,sponsorshipsandsocialmediacontentandcampaignscanstillbeseeninthisphase.However,itisessentialtocontinuepromotingthesetacticstoenforceanincreaseinthenumberofparticipantsforthePGT2018.OnetacticlimitedtoPhase3istheimplementationofworkshops(Tactics1.1.2.)leadinguptothedateoftheevent.ThesewillbeofferedbetweenthemonthsAprilandJune2018.
BudgetsandCostsWhiletherecommendedstrategiesandtacticsrequirealargeamountofresources,UBCRecreationisbearstheadvantageofbeingpartoftheUniversityofBritishColumbia.Whilemanyofthesuggestedtacticsrequirepeopleandmoneytoexecute,UBCRecreationisabletoutilizeitscurrentteamofstudentsinordertoimplementthesetactics.WhilethePGTtriathlonoperatesonapredeterminedlimitedannualbudget,UBCRecreationhastheopportunitytoacquirecertaincommercialservicesforfree,inexchangeforsponsorshipsorbrandpromotions.Thefollowingcostsareestimatesforthe2018competitionandarepresentedintheordertheyareoutlinedinourthreeobjectives.PleaserefertoAppendixHforafullbreakdown:
BicycleRentalsTactic1.1.1suggestsanimprovementofthesponsorshiprelationshipwithMoreBikesinordertoprovideadditionalbicyclerentals.Incaseanewagreementisnotadapted,apotentialbikerentalpartnercouldbeBikeRentalsPacific.Thiscompanyoffersperformanceroadbikesrentalsof$55for4hoursor$69forafullday.Whilethispresentsavariablecostofupto$69perbikerental,itislikelythatthroughnegotiationsUBCRecreationwillbeabletoreceiveabetterrentalratefromthisparticularcompany.
BicycleWorkshopsTactic1.1.2outlinesanexpansionofthenumberofworkshopsleadinguptothetriathlon.Whilethiswillrequireadditionalfinancialresources,theseworkshopsareagreatopportunityforcross-promotionsofthesponsorsandcomplementarybrands,whichwouldinturnfinancetheadditionalworkshops.
In-ResidencesPromotionsTactic1.2.1suggestsanimprovedcommunicationprocesswithstudentslivinginUBCresidencesthroughtheirResidenceAdvisors.WhilethesestudentstaffmemberswillnotrequireadditionalfundsinordertopromotethePGTinresidences,UBCRecreationwillberesponsibleforfundingpromotionsupplementssuchasposters.Astandardcolourpostersized8.5”x11”canbeproducedandprintedatCopiesmart,aprintinghouselocatedwithinUBC,offersaquoteof$60for150posters.Thisprintinghousecharges1fixedfeeplus35centsperposters,consideringatleast150one-sidedpostersareordered.
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SnapchatFiltersAdCampaignTactic1.2.3outlinesaSnapchatmarketingcampaigntotargetusersthatareontheUBCcampus.Snapchatadvertisingofferssnapads,sponsoredgeofiltersandsponsoredlenses.AccordingtotheSnapchatcoststructure,asponsoredgeofilterrunning24hoursadayfor3dayswouldcostaround$430.ThistakesintoconsiderationthelargestareayoucantargetinsideUBCwithoutexceedingthe5,000,000squarefeetlimitongeofilters.TheSnapchatsponsoredgeofilterssystemisveryflexibleandallowsUBCRecreationtoadjustitsavailabilitylocationwithinUBC,includingthenumberofdaysandthespecifichours,resultinginahighlyflexiblebudgetthatcanbechangedondemand.
FacebookandInstagramNativeAdvertisingTheFacebookandInstagramsponsoredpostssystemallowstheuserthesetafixedbudgetthatwillbeusedtoauctionitsreachandnumberofappearancesonotherusers’timelines.Whilesponsoredadsrequireadditionalfunds,Tactic2.1.1recommendsreallocatingthecurrentinpersonmarketingbudgettoincludepromotionalsocialmediacontent.
HootsuiteTactic2.1.2requirestheuseofHootsuite'sanalyticsinordertogainabetterunderstandingofhoweffectivetheproposedsocialmediamarketingcampaignswillbe.Thecompanyoffersateamplanwhichallows3differentuserstoutilizeupto20socialprofilesandcustomizedanalyticsfrom$34.99permonthperuser.Whilethispresentsacostof$105permonthfor3users,itislikelyUBCRecreationwillbeabletoacquirealoweredratefromtheVancouverbasedcompany.
MonitorsandControlsWehighlyrecommendkeepingtrackoftheprocessofeachtacticandstrategytodeterminehowclosetheyaretoreachingthegoals.Inordertoeasilytracktheoverallprogress,wehavesimplifieditbyobservingfromtheobjectivelevelObjective1focusesonincreasingthenumberoffirsttimeparticipantsby15%in2018.Thiscanbecalculatedbysimplygatheringtheirskilllevelduringthesign-upphase,andcompareparticipantnumbersannually.Objective2aimstogenerate5000SocialMediaBuzzPointsbytheendofthefirstyearaftermarketinginitiativesbegin.Inordertotracktheprogress,werecommendusingtheHootsuiteserviceastheyprovideacomprehensivesummaryofhowwelleachmarketingcampaignisperforming.Objective3focusesonimprovingthebrandperceptionofPGTby15%throughincreasingcommunityengagementby2018.Werecommendusingathirdpartyresearchcompanytoconductanassociationsurveytopreviousparticipants.
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Appendices AppendixA-PointGreyTriathlon2016RouteMap
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AppendixB-GDPofSportIndustriesinCanadain2010
AppendixC-OnlineSurveyQuestionsQ1WelcometoourCOMM468MarketingApplicationsSurvey!WeareagroupofstudentsfromtheSauderSchoolofBusinessworkingwithUBCRecreationandIntramuralsfortheirevent;ThePointGreyTriathlon.Thankyouforagreeingtotakepartinthisimportantsurveymeasuringcustomer'sattitudesandbehaviourstowardsthetriathlon.Thissurveyshouldonlytake6-8minutestocomplete.Weensurethatalltheanswersyouprovidewillbekeptinconfidentiality.Pleaseclickthegreenarrowbelowtobegin.Q49Pleasecarefullyreadtheconsentformbelow.
❏ Iconsenttoparticipateinthisstudy.(1)Q2Howoftenandhowintenselydoyouexercise?
Never Lessthanonceamonth
Onceamonth
2-3timesamonth
Onceaweek
2-3timesaweek
4+timesaweek
LightExercise(e.g.hatha
yoga)
❏ ❏ ❏ ❏ ❏ ❏ ❏
Moderate ❏ ❏ ❏ ❏ ❏ ❏ ❏
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Exercise(e.g.jogging)
IntenseExercise(e.g.bootcamp)
❏ ❏ ❏ ❏ ❏ ❏ ❏
Q3Whatisyourkeymotivatorforengaginginphysicalactivity?
❏ Toloseweight❏ Toimprovemoodandenergy❏ Forfunandforthesocialaspect❏ Togainmusclemass❏ Totrainforaspecificcompetitionorevent❏ It'spartofmyworkoutprogramasanathlete(ie.varsityteamtraining)❏ Other:____________________
Q4Pleaserankthesethreesportsinorderofyourpreferredchoice(1-mostpreferred,3-leastpreferred)______Running______Cycling______SwimmingQ5Pleaseselectwhichoptionresonatesmostwithyouforeachofthefollowingindividualsportsevents:
Ihaveneverheardofthisevent
I'veheardof,butI'veneverparticipatednor
planto
I'mplanningtoparticipate
I'veparticipatedonce
I'veparticipatedmultipletimes
GranFondo ❏ ❏ ❏ ❏ ❏
LululemonSeaWheezeHalf
Marathon
❏ ❏ ❏ ❏ ❏
BMOMarathon ❏ ❏ ❏ ❏ ❏
UBCTriDu ❏ ❏ ❏ ❏ ❏
MECVancouverSprintTriathlon
❏ ❏ ❏ ❏ ❏
VancouverSunRun
❏ ❏ ❏ ❏ ❏
Pleaselistotherindividual
eventsthatyouhave
participatedinwithinthelast2years(Ifnone,
❏ ❏ ❏ ❏ ❏
40
pleasewrite"N/A"andselect"Neverheard
of")
Q6Whicheventwasyourfavourite?
❏ GranFondo❏ LululemonSeaWheeze❏ BMOMarathon❏ UBCTriDu❏ MECVancouverSprintTriathlon❏ VancouverSunRun❏ Other:____________________
Q7Howmanyindividualendurancesporteventshaveyouparticipatedinwithinthepast2years?
❏ 1❏ 2❏ 3❏ 4❏ 5❏ 6+
Q9Whichofthefollowingbestdescribesyourmotivationbehindjoininganevent(s)?(selectalloptionsthatapply)
❏ FriendsorFamilyencouragedme❏ Forpersonalachievementsandgoals❏ Forthefunandsocialaspect❏ BecauseIenjoythecompetitivespirit❏ Foraspecialcauseorcharity❏ Tocheckitoffmybucketlist❏ Other(pleasespecify):____________________
Q10Whichofthefollowingbestdescribesthemainfactordeterringyoufromjoininganindividualendurancesportevent?(selectalloptionsthatapply)
❏ Competitiveness❏ Cost❏ Difficultyleveloftheevent❏ Injury❏ Weather❏ Location❏ Lackofsocialorfunaspect❏ Other(pleasespecify):____________________
Q11Pleaseselectwhichoptionresonatesmostwithyouforeachofthefollowinggroupsportsevents:
Ihaveneverheardof
I'veheardof,butI'venever
I'mplanningtoparticipate
I'veparticipatedonce
I'veparticipatedmultipletimes
41
thisevent participatednorplanto
UBCRec-DayofLongboat
❏ ❏ ❏ ❏ ❏
UBCRec-StormtheWall
❏ ❏ ❏ ❏ ❏
UBCRec-FacultyCup
❏ ❏ ❏ ❏ ❏
ToughMudder ❏ ❏ ❏ ❏ ❏
WarriorDash ❏ ❏ ❏ ❏ ❏
Pleaselistothergroupeventsthatyouhaveparticipatedinwithinthelast2years(Ifnone,pleasewrite"N/A"and
select"Neverheardof"):
❏ ❏ ❏ ❏ ❏
Q12Whicheventwasyourfavourite?
❏ UBCRec-DayofLongboat❏ UBCRec-StormtheWall❏ UBCRec-FacultyCup❏ ToughMudder❏ WarriorDash❏ Other(pleasespecify):____________________
Q13Howmanygroupsportseventshaveyouparticipatedinwithinthepast2years?
❏ 1❏ 2❏ 3❏ 4❏ 5❏ 6+
Q14Whichofthefollowingbestdescribesyourmotivationbehindjoiningagroupevent?
❏ Myfriendsmademe❏ Itseemedlikeafunwaytoconnectwithfriends❏ Ilovecompeting,butIhatedoingitalone❏ Other(pleasespecify):____________________
42
Q15Whichofthefollowingbestdescribesthemainfactordeterringyoufromjoiningagroupendurancesportevent?
❏ Competitiveness❏ Cost❏ Difficultyleveloftheevent❏ Injury❏ Weather❏ Location❏ Icouldn'tgetagrouptogether❏ Other:____________________
Q16HaveyoueverheardofthePointGreyTriathlon?
❏ Yes❏ No
Q17HowdidyoufirsthearaboutthePointGreyTriathlon?
❏ Familyandfriends❏ Socialmedia❏ Printadvertisements❏ Other(pleasespecify):____________________
Q18HaveyoueverparticipatedinthePointGreyTriathlon?
❏ Yes❏ No
Q19WhichofthefollowingbestdescribesyourmotivationbehindjoiningthePointGreyTriathlon?(selectalloptionsthatapply)
❏ FriendsorFamilyencouragedme❏ Forpersonalachievementsandgoals❏ Forthefunandsocialaspect❏ BecauseIenjoythecompetitivespirit❏ Foraspecialcauseorcharity❏ Tocheckitoffmybucketlist❏ Other:____________________
Q20FromyourexperienceatthePointGreyTriathlon,howdoyouperceivethefollowingelementsoftheevent?
Poor Borderline Satisfactory Good Outstanding
LevelofEnjoyment
❏ ❏ ❏ ❏ ❏
LevelofVolunteer
Involvement
❏ ❏ ❏ ❏ ❏
Conditionsoftheroutes(cycleandrunning
❏ ❏ ❏ ❏ ❏
43
routes)
LevelofSocialAspect
❏ ❏ ❏ ❏ ❏
ValueforMoney ❏ ❏ ❏ ❏ ❏
Q21Pleasereadtheparagraphbelowcarefully!ThePointGreyTriathlonisanofficialsanctionedracebytheTriathlonBChostedbyUBCRecreationandIntramurals.Itoffersauniquetriathlonexperienceasparticipantswillbeabletoswiminthenewlybuiltindooraquaticcenter,cyclealongthescenicMarineDriveandrunthroughUBC'sbeautifulmainmallandsouthcampus.OptionsincludeSprint,Short,RelayandanewKids'SplashPedalandDashfunrace.RaceDistance(swim/cycle/run):Sprint-700m,20km,5kmShort-400m,11km,5kmRelay-700m,20km,5kmKids'SplashPedalandDashfunrace:Thiscourseisopenforparentstobealongside/haveaccesstotheirkidsastheytakepartinthisfunevent!Certificate,giftanddonutsforallkidsaftertheyfinish;haveapictureonthepodiumandtelltheotherkidsatschoolhowmuchfunyouhadatUBCinarealswim,cycleandrun.ThiswillNOTbepartoftheregulartriathlonroutes.Swim1xlengthofIndoorAquaticsPool;cycle750m;runonMainMall750mandrunacrossthemaintriathlonFinishLinetograbyourCompletionCertificate,waterbottlegiftanddonuts!Pleaseclickthegreenarrowbelowtoproceed.Q22Basedontheinformationabove,howlikelyareyoutojointhePointGreyTriathlonwithinthenext2years?
❏ Extremelylikely❏ Somewhatlikely❏ Neitherlikelynorunlikely❏ Somewhatunlikely❏ Extremelyunlikely
Q23WhatisthelikelihoodthatyouwouldrecommendthePointGreyTriathlontoyourfriendsandfamily?
❏ Extremelylikely❏ Somewhatlikely❏ Neitherlikelynorunlikely❏ Somewhatunlikely❏ Extremelyunlikely
Q24UBCRecreationwouldliketoimprovetheircommunicationstrategiesfortheirupcomingevents.Whichpromotionalmediumwouldyoumostlikelyinteractwith?
Extremelyunlikely
Somewhatunlikely
Neitherlikelynorunlikely
Somewhatlikely
Extremelylikely
Facebook ❏ ❏ ❏ ❏ ❏
Instagram ❏ ❏ ❏ ❏ ❏
Twitter ❏ ❏ ❏ ❏ ❏
PrintAdvertisement
❏ ❏ ❏ ❏ ❏
Email& ❏ ❏ ❏ ❏ ❏
44
Newsletters
UBCRecreationWebsite
❏ ❏ ❏ ❏ ❏
Inpersonatsportingor
athleticevents
❏ ❏ ❏ ❏ ❏
InpersonatUBCfitnessfacilities(Birdcoop,pool,
etc)
❏ ❏ ❏ ❏ ❏
Q25Doyouhavechildren?
❏ Yes❏ No❏ Prefernottoanswer
Q26Haveyourchildrenparticipatedinanyoftheseevents?
I'veneverheardofthis
event
I'veheardof,butdon'tplanonregistering
mykids
Iplanonhavingmykid(s)participate
Mykid(s)haveparticipated
once
Mykid(s)haveparticipatedmultipletimes
UBCTriDu ❏ ❏ ❏ ❏ ❏
PointGreyTriathlon
❏ ❏ ❏ ❏ ❏
TRiKidsTriathlon
❏ ❏ ❏ ❏ ❏
"Kidsofsteel"-NorthShoreTriathlon
❏ ❏ ❏ ❏ ❏
Others(Ifnotapplicable,
select"Neverheardof"):
❏ ❏ ❏ ❏ ❏
Q27Haveyouparticipatedinanyofthesameeventswithyourchildren?
I'veneverheardofthisevent
I'veheardof,butdonotplanonparticipatingwithmykids
Weareplanningtoparticipatetogether
Wehaveparticipatedoncetogether
Wehaveparticipatedmultipletimes
together
UBCRec-TriDu ❏ ❏ ❏ ❏ ❏
45
UBCRec-PointGreyTriathlon
❏ ❏ ❏ ❏ ❏
NorthShoreTriathlon&KidsofSteel
❏ ❏ ❏ ❏ ❏
VancouverSunRun&MiniSun
Run
❏ ❏ ❏ ❏ ❏
Others(Ifnotapplicable,
select"Neverheardof"):
❏ ❏ ❏ ❏ ❏
Q28Whatisyourage?
❏ 20andunder❏ 21-25❏ 26-30❏ 31-35❏ 36-40❏ 41-45❏ 46-50❏ 51andabove
Q29Wheredoyoucurrentlyreside?
❏ EastVancouver❏ NorthVancouver❏ WestVancouver❏ DowntownVancouver❏ WestsideofVancouver❏ UBC❏ Richmond❏ Burnaby❏ Other(pleasespecify):____________________
Q30Whichgenderdoyoubestidentifywith?
❏ Male❏ Female❏ Other
Q31Whatisyourcurrentemploymentstatus?
❏ Employed❏ Unemployed❏ Student❏ Retired
46
Q32Areyouinterestedinparticipatinginaninterviewforfurtherresearch?(Participantswillreceivea$10Starbucksgiftcardasreward)
❏ Yes❏ No
DisplayThisQuestion:IfAreyouinterestedinparticipatinginaninterviewforfurtherresearch?(Participantswillreceivea$10Starbucksgiftcardasreward);YesIsSelectedQ33Whatisyouremail?
AppendixD-In-DepthInterviewQuestionsPart1:GeneralScreeningQuestions
1. Haveyouparticipatedinatriathlonbefore?2. Howlonghasitbeensincethen?3. Doyouhaveanychildren?4. Areyouolderthan18yearsold?5. HaveyouheardaboutthethePointGreyTriathlon?
Part2:OnlyforParticipantswhoareFamiliarwithTriathlons
1. Inthreewordsdescribeyourexperienceofparticipatinginatriathlon?2. Whatmadeyouoriginallyregisterforatriathlon?3. Whatarethetopthreeelementsyoulookforwhenchoosingatriathlon?4. Whatarethetopthreeelementsyouavoidwhenchoosingatriathlon?5. Whatthreecharacteristicsdoyoulookforwhendecidingbetweentwotriathlons?6. Howdoyoutypicallyfindoutaboutevents;inparticulartriathlonsorsimilarevents?7. Iftherewasjustarunningandcyclingduathlon,wouldyoubemoreinclinedtojointherace?8. Howmanytriathlons(orsimilarevents)doyouparticipateinayear?9. Howmanymonthsdoesittaketotrainfortriathlon?10. Doyouusuallyparticipateintheracewithfriendsorfamily?11. Howdoyouusuallypurchaseyourtickettofortherace?
Part3:OnlyforParticipantswhoarenotFamiliarwithTriathlons:
1. Whatarethefirstthreewordsthatcometomindwhenyouhear“triathlon”?2. Doyouconsideryourselfphysicallyactive?3. Haveyoueverthoughtofparticipatinginatriathlon?Why?4. Iftherewasjustrunningandcyclingduathlon,wouldyoubemoreinclinedtojointherace?Why?5. Iftherewasaworkshopavailable,priortotheevent,tohelpyoupreparefortherace,wouldyou
bemoreinclinedtojoin?(forinstanceRunningRoomworkshopaboutpacingwhilerunning).6. Howdoyoutypicallyhearaboutsimilarevents?
Part4:QuestionsforParents:
1. Wouldyouallowforyourchildtoparticipateinatriathlon?
47
a. Ifyes,whatareyourkeymotivators?b. Ifno,whatareyourmajordeterrents?
2. Iftherewasaworkshopavailable,priortotheevent,tohelpyoupreparefortherace,wouldyoubemoreinclinedtojoin?(forinstanceRunningRoomworkshopaboutpacingwhilerunning).
Part5:Demographics:
1. Wheredoyoucurrentlyreside?2. Howoldareyou?3. Areyoucurrentlyemployed/student/retired?4. Doyouhaveanyextracomments?
AppendixE-SurveyResultsQ2-Howoftenandhowintenselydoyouexercise?
Question Never Lessthanonceamonth
Onceamonth
2-3timesamonth
Onceaweek
2-3timesaweek
4+timesaweek
TotalCount
LightExercise(e.g.hathayoga)
23.97% 5.79% 1.65% 6.61% 24.79% 24.79% 12.40% 121
ModerateExercise(e.g.
jogging)
9.09% 4.96% 2.48% 6.61% 18.18% 36.36% 22.31% 121
IntenseExercise(e.g.bootcamp)
25.62% 7.44% 8.26% 6.61% 18.18% 18.18% 15.70% 121
Q3-Whatisyourkeymotivatorforengaginginphysicalactivity?
Answer % Count
Toloseweight 17.36% 21
Toimprovemoodandenergy 32.23% 39
Forfunandforthesocialaspect 8.26% 10
Togainmusclemass 10.74% 13
Totrainforaspecificcompetitionorevent 19.01% 23
48
It'spartofmyworkoutprogramasanathlete(ie.varsityteamtraining) 2.48% 3
Other: 9.92% 12
Total 100% 121
Q4-Pleaserankthesethreesportsinorderofyourpreferredchoice(1-mostpreferred,3-leastpreferred)
Question 1 2 3 Total
Running 42.98% 52 26.45% 32 30.58% 37 121
Cycling 30.58% 37 38.84% 47 30.58% 37 121
Swimming 26.45% 32 34.71% 42 38.84% 47 121
Q5-Pleaseselectwhichoptionresonatesmostwithyouforeachofthefollowingindividualsportsevents:
Question Ihaveneverheardofthis
event
I'veheardof,butI'venever
participatednorplanto
I'mplanning
toparticipat
e
I'veparticipatedonce
I'veparticipa
tedmultiple
times
Total
GranFondo 49.58% 59 31.93% 38 13.45% 16 1.68% 2 3.36% 4 119
LululemonSeaWheezeHalf
Marathon
44.54% 53 35.29% 42 17.65% 21 1.68% 2 0.84% 1 119
BMOMarathon 21.67% 26 55.00% 66 10.00% 12 5.83% 7 7.50% 9 120
UBCTriDu 40.83% 49 26.67% 32 12.50% 15 4.17% 5 15.83% 19 120
MECVancouverSprintTriathlon
50.42% 60 38.66% 46 7.56% 9 2.52% 3 0.84% 1 119
VancouverSunRun
14.17% 17 40.83% 49 22.50% 27 6.67% 8 15.83% 19 120
Pleaselistotherindividualevents
thatyouhaveparticipatedin
67.83% 78 3.48% 4 2.61% 3 7.83% 9 18.26% 21 115
49
withinthelast2years(Ifnone,pleasewrite
"N/A"andselect"Neverheard
of"):
Q6-Whicheventwasyourfavourite?
Answer % Count
GranFondo 6.82% 3
LululemonSeaWheeze 4.55% 2
BMOMarathon 9.09% 4
UBCTriDu 27.27% 12
MECVancouverSprintTriathlon 2.27% 1
VancouverSunRun 13.64% 6
Other: 36.36% 16
Total 100% 44
Q7-Howmanyindividualendurancesporteventshaveyouparticipatedinwithinthepast2years?
Answer % Count
1 18.18% 8
2 13.64% 6
3 9.09% 4
4 9.09% 4
5 2.27% 1
6+ 47.73% 21
Total 100% 44
Q9-Whichofthefollowingbestdescribesyourmotivationbehindjoininganevent(s)?(selectalloptionsthatapply)
50
Answer % Count
FriendsorFamilyencouragedme 18.18% 8
Forpersonalachievementsandgoals 72.73% 32
Forthefunandsocialaspect 29.55% 13
BecauseIenjoythecompetitivespirit 20.45% 9
Foraspecialcauseorcharity 6.82% 3
Tocheckitoffmybucketlist 4.55% 2
Other(pleasespecify): 4.55% 2
Total 100% 44
Q10-Whichofthefollowingbestdescribesthemainfactordeterringyoufromjoininganindividualendurancesportevent?(selectalloptionsthatapply)
Answer % Count
Competitiveness 19.09% 21
Cost 23.64% 26
Difficultyleveloftheevent 35.45% 39
Injury 10.00% 11
Weather 10.00% 11
Location 15.45% 17
Lackofsocialorfunaspect 23.64% 26
Other(pleasespecify): 20.00% 22
Total 100% 110
Q11-Pleaseselectwhichoptionresonatesmostwithyouforeachofthefollowinggroupsportsevents:
Question Ihaveneverheardofthisevent
I'veheardof,butI've
neverparticipatednorplan
to
I'mplanning
toparticipa
te
I'veparticip
atedonce
I'veparticipa
tedmultiple
times
Total
51
UBCRec-DayofLongboat
31.40% 38 36.36% 44 4.96% 6 16.53% 20 10.74% 13 121
UBCRec-StormtheWall
18.18% 22 47.11% 57 10.74% 13 14.88% 18 9.09% 11 121
UBCRec-FacultyCup
49.59% 60 41.32% 50 2.48% 3 1.65% 2 4.96% 6 121
ToughMudder 20.66% 25 52.07% 63 16.53% 20 6.61% 8 4.13% 5 121
WarriorDash 61.16% 74 28.93% 35 4.96% 6 4.96% 6 0.00% 0 121
Pleaselistothergroupeventsthat
youhaveparticipatedin
withinthelast2years(Ifnone,
pleasewrite"N/A"andselect"Never
heardof"):
86.78% 105 9.92% 12 0.00% 0 0.83% 1 2.48% 3 121
Q12-Whicheventwasyourfavourite?
Answer % Count
UBCRec-DayofLongboat 31.58% 18
UBCRec-StormtheWall 38.60% 22
UBCRec-FacultyCup 3.51% 2
ToughMudder 21.05% 12
WarriorDash 1.75% 1
Other(pleasespecify): 3.51% 2
Total 100% 57
Q13-Howmanygroupsportseventshaveyouparticipatedinwithinthepast2years?
Answer % Count
1 36.84% 21
2 24.56% 14
3 19.30% 11
52
4 8.77% 5
5 0.00% 0
6+ 10.53% 6
Total 100% 57
Q15-Whichofthefollowingbestdescribesyourmotivationbehindjoiningagroupevent?
Answer % Count
Myfriendsmademe 24.56% 14
Itseemedlikeafunwaytoconnectwithfriends 47.37% 27
Ilovecompeting,butIhatedoingitalone 15.79% 9
Other(pleasespecify): 12.28% 7
Total 100% 57
Q16-Whichofthefollowingbestdescribesthemainfactordeterringyoufromjoiningagroupendurancesportevent?
Answer % Count
Competitiveness 15.60% 17
Cost 9.17% 10
Difficultyleveloftheevent 18.35% 20
Injury 5.50% 6
Weather 1.83% 2
Location 3.67% 4
Icouldn'tgetagrouptogether 29.36% 32
Other: 16.51% 18
Total 100% 109
Q17-HaveyoueverheardofthePointGreyTriathlon?
Answer % Count
Yes 40.50% 49
53
No 59.50% 72
Total 100% 121
Q18-HowdidyoufirsthearaboutthePointGreyTriathlon?
Answer % Count
Familyandfriends 48.98% 24
Socialmedia 16.33% 8
Printadvertisements 10.20% 5
Other(pleasespecify): 24.49% 12
Total 100% 49
Q19-HaveyoueverparticipatedinthePointGreyTriathlon?
Answer % Count
Yes 11.57% 14
No 88.43% 107
Total 100% 121
Q20-WhichofthefollowingbestdescribesyourmotivationbehindjoiningthePointGreyTriathlon?(selectalloptionsthatapply)
Answer % Count
FriendsorFamilyencouragedme 0.00% 0
Forpersonalachievementsandgoals 78.57% 11
Forthefunandsocialaspect 21.43% 3
BecauseIenjoythecompetitivespirit 21.43% 3
Foraspecialcauseorcharity 0.00% 0
Tocheckitoffmybucketlist 0.00% 0
Other: 7.14% 1
Total 100% 14
Q21-FromyourexperienceatthePointGreyTriathlon,howdoyouperceivethefollowingelementsoftheevent?
54
Question Poor Borderline Satisfactory Good Outstanding Total
LevelofEnjoyment
0.00% 0 0.00% 0 7.14% 1 71.43% 10 21.43% 3 14
LevelofVolunteer
Involvement
0.00% 0 0.00% 0 35.71% 5 50.00% 7 14.29% 2 14
Conditionsoftheroutes(cycleandrunningroutes)
0.00% 0 0.00% 0 14.29% 2 64.29% 9 21.43% 3 14
LevelofSocialAspect
0.00% 0 0.00% 0 42.86% 6 50.00% 7 7.14% 1 14
ValueforMoney
0.00% 0 0.00% 0 28.57% 4 64.29% 9 7.14% 1 14
Q23-Basedontheinformationabove,howlikelyareyoutojointhePointGreyTriathlonwithinthenext2years?
Answer % Count
Extremelylikely 4.67% 5
Somewhatlikely 29.91% 32
Neitherlikelynorunlikely 13.08% 14
Somewhatunlikely 26.17% 28
Extremelyunlikely 26.17% 28
Total 100% 107
Q24-WhatisthelikelihoodthatyouwouldrecommendthePointGreyTriathlontoyourfriendsandfamily?
Answer % Count
Extremelylikely 7.48% 8
Somewhatlikely 31.78% 34
Neitherlikelynorunlikely 40.19% 43
Somewhatunlikely 11.21% 12
55
Extremelyunlikely 9.35% 10
Total 100% 107
Q25-UBCRecreationwouldliketoimprovetheircommunicationstrategiesfortheirupcomingevents.Whichpromotionalmediumwouldyoumostlikelyinteractwith?
Question Extremelyunlikely
Somewhatunlikely
Neitherlikelynor
unlikely
Somewhatlikely
Extremelylikely
Total
Facebook 13.08% 14 4.67% 5 4.67% 5 36.45% 39 41.12% 44 107
Instagram 24.30% 26 9.35% 10 10.28% 11 30.84% 33 25.23% 27 107
Twitter 50.47% 54 19.63% 21 12.15% 13 14.02% 15 3.74% 4 107
PrintAdvertisement
18.69% 20 23.36% 25 16.82% 18 33.64% 36 7.48% 8 107
Email&Newsletters
18.69% 20 17.76% 19 14.02% 15 40.19% 43 9.35% 10 107
UBCRecreation
Website
35.51% 38 10.28% 11 21.50% 23 26.17% 28 6.54% 7 107
Inpersonatsportingor
athleticevents
21.50% 23 15.89% 17 12.15% 13 36.45% 39 14.02% 15 107
InpersonatUBCfitness
facilities(Birdcoop,pool,etc)
27.10% 29 10.28% 11 14.02% 15 35.51% 38 13.08% 14 107
Q26-Doyouhavechildren?
Answer % Count
Yes 16.53% 20
No 83.47% 101
Prefernottoanswer 0.00% 0
56
Total 100% 121
Q27-Haveyourchildrenparticipatedinanyoftheseevents?
Question I'venever
heardofthis
event
I'veheardof,but
don'tplanon
registeringmykids
Iplanonhavingmy
kid(s)participate
Mykid(s)have
participatedonce
Mykid(s)have
participatedmultiple
times
Total
UBCTriDu 15.00% 3 60.00% 12 15.00% 3 5.00% 1 5.00% 1 20
PointGreyTriathlon
15.00% 3 75.00% 15 10.00% 2 0.00% 0 0.00% 0 20
TRiKidsTriathlon
15.00% 3 70.00% 14 10.00% 2 5.00% 1 0.00% 0 20
"Kidsofsteel"-NorthShore
Triathlon
25.00% 5 70.00% 14 5.00% 1 0.00% 0 0.00% 0 20
Others(Ifnot
applicable,select"Never
heardof"):
55.00% 11 30.00% 6 5.00% 1 0.00% 0 10.00% 2 20
Q28-Haveyouparticipatedinanyofthesameeventswithyourchildren?
Question I'venever
heardofthis
event
I'veheardof,butdonot
planonparticipatingwithmykids
Weareplanningtoparticipatetogether
Wehaveparticipated
oncetogether
Wehaveparticipated
multipletimes
together
Total
UBCRec-TriDu
15.00% 3 70.00% 14 10.00% 2 0.00% 0 5.00% 1 20
UBCRec-PointGreyTriathlon
15.00% 3 80.00% 16 5.00% 1 0.00% 0 0.00% 0 20
57
NorthShore
Triathlon&KidsofSteel
15.00% 3 80.00% 16 5.00% 1 0.00% 0 0.00% 0 20
VancouverSunRun&MiniSun
Run
10.00% 2 70.00% 14 15.00% 3 0.00% 0 5.00% 1 20
Others(Ifnot
applicable,select"Never
heardof"):
45.00% 9 30.00% 6 10.00% 2 0.00% 0 15.00% 3 20
Q29-Whatisyourage?
Answer % Count
20andunder 9.92% 12
21-25 46.28% 56
26-30 10.74% 13
31-35 14.05% 17
36-40 5.79% 7
41-45 0.83% 1
46-50 3.31% 4
51andabove 9.09% 11
Total 100% 121
Q30-Wheredoyoucurrentlyreside?
Answer % Count
EastVancouver 9.92% 12
NorthVancouver 5.79% 7
WestVancouver 3.31% 4
58
DowntownVancouver 17.36% 21
WestsideofVancouver 16.53% 20
UBC 23.14% 28
Richmond 3.31% 4
Burnaby 5.79% 7
Other(pleasespecify): 14.88% 18
Total 100% 121
Q31-Whichgenderdoyoubestidentifywith?
Answer % Count
Male 44.63% 54
Female 55.37% 67
Other 0.00% 0
Total 100% 121
Q32-Whatisyourcurrentemploymentstatus?
Answer % Count
Employed 44.63% 54
Unemployed 5.79% 7
Student 46.28% 56
Retired 3.31% 4
Total 100% 121
Q33-Areyouinterestedinparticipatinginaninterviewforfurtherresearch?(Participantswillreceivea$10Starbucksgiftcardasreward
Answer % Count
Yes 21.49% 26
No 78.51% 95
59
Total 100% 121
AppendixF-SWOTMatrix
STRENGTHS WEAKNESSES
● Multipleoptionsforracedistancesweregiven:Sprint,Short,Duathlon,Relay
● ImplementationofKid’s‘Splash,PedalandDash’event
● ThePGThasfinancialsupportfromUBC● ThePGThasreliableUBCstudents’support● UBCRecreationhasareputationofhighquality
events● Nooncomingtrafficduetoclosedroads● IntroductiontonewindoorpoolatUBCAquatic
Centre● Freeclinicsareprovidedbysponsors● Sponsorships● Strongworkcultureandconsistentoperational
support● ThePGTisTriBCsanctioned
● Traditionalmarketingstrategiessuchasflyersdistributionandnosocialmediausage
● Seasonality–PGToccursduringsummerperiodonly
● Nocharityincentives● Fewsponsor‘prizes’● ‘Fun/social’labelisnotasestablished
becausethere’slesssupportfromvolunteersandnotmuchonsiteactivity
● Lowcustomerdataandmarketresearchfrompreviousyears
OPPORTUNITIES THREATS
● Offerfreebikerentals● ShareUBClocationofthePGTinanengaging
video● Better‘goodybags’● IntegratemoresponsorsorpartnerswithPGT
tobemorecreativelyinvolved● Providesocialmediacontentthroughphotos,
blogs,snapchatfilters,etc.● Possibilityofrebranding● Addreferraldiscounts● ContactparentsofkidsinvolvedinUBC’s
summercampsprograms● Moredigitalengagementusingvideopromos
● Highindustryrivalrycanlowerparticipationnumbers
● PossibleconflicteddatesinthefuturebecauseoneormoreeventsarescheduledonthesamedatesasthePGT
● Weatheruncertainty
60
AppendixG-TimelineImplementation
61
AppendixH-BudgetandCostsBreakdown
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