Situational and Audience AnalysisCamp Canaan

The Sand Island on which Camp Canaan sits has had a very rich history. After the European
colonization of America, it was a place known for pirate activity. There are even rumors that
buried treasure still lies hidden on the island. After this time period, the land was used as a cattle
farm with the river providing a natural barrier. Finally it became the Camp as it operates today at
the turn of the 21st century. Families, and especially parents, have been sending their children to
summer camps in order to keep them active and busy for a couple hours during the day in the
summer for years. With the recent economic decline, families have also looked for camps that
offer the same quality of service but with a reasonable price. These camps vary from science and
math camps to camps that teach team-building and leadership skills throughout the day. There
are also a number of things parents worry about when sending their children to camps over the
summer like safety, what their kids are being taught and many other things. All of these things
are ones that the directors and faculty and staff of Camp Canaan made sure to provide to their
customers. Being one of the few facilities of this nature in the surrounding York/Charlotte area,
we, as a company, had to do our best to introduce our service to potential customers. Camp
Canaan values itself in providing a safe, friendly and active summer camp experience for kids
ages 6 through 13. The different camp opportunities range from a zip line canopy tour, archery
tag, kayaking, high-ropes and other team-building exercises.
Canaan has been running adventure programs from 100 acre Island in the Catawba River
since 2005. We believe that staying active is the best way to promote good physical and mental
health. Our options range from a relaxing paddle down the beautiful Catawba River or soar high

above the Catawba on our Zipline Canopy Tour. The Camp is conveniently located 25 minutes
south of Charlotte, NC. Their primary service to our community is through our programs, which
include: Summer Camps, Retreats, and Adventures.
Canaan is established as a resource for families within York County, the greater Charlotte
area and beyond. Recognized by the IRS as a 501(c)(3) non-profit entity and incorporated in the
state of South Carolina in April 2004, Canaan is governed by a Board of Trustees and managed
by co-directors, Nick and Tiffany Wimmer. Being "501(c)(3)" means that a particular nonprofit
organization has been approved by the Internal Revenue Service as a tax-exempt, charitable
organization. "Charitable" is broadly defined as being established for purposes that are religious,
educational, charitable, scientific, literary, testing for public safety, fostering of national or
international amateur sports, or prevention of cruelty to animals and children.
Our primary service to families is through our programs, which include: summer camps,
retreats and adventures. Additionally, they offer financial relief for families by providing
scholarships for children to attend our summer camp. Our annual goal is to provide scholarships
for at least 35% of children registered for our summer programs.
Their philosophy and approach to service is to offer quality, safe programs that focus on
the development of each individual and their role in the community. The counselor to child ratio
is 1:8 and each of their staff and volunteers serve with a loving, hands-on approach. We desire
for people that cross the bridge onto the camp property to have an experience that makes a
lasting impact in their life.
We believe that staying active is the best way to promote good physical and mental
health. Our options range from a relaxing paddle down the beautiful Catawba River or soar high
above the Catawba on our Zipline Canopy Tour.

Our vision at Camp Canaan is to help others discover their purpose, find hope and grow in a
community of faith.
We have a mission to engage people in an innovative but simple way through the environment of
summer camps, retreats and adventure programs.
Our Value Statements

To operate and manage every facet of the organization with integrity; upholding the
vision and mission at all times.

To elect and maintain a committed and called Board of Trustees and executive staff.

To create a safe environment for our participants on the premises and through our
programs; always serving with love.

To be a resource for the community, partnering with local organizations and efforts.

To provide financial relief for families who cannot afford the tuition for programs.

To care for the earth and everything in it.

To help each individual discover their purpose and grow in the destiny God has for them.
Canaan is also a member of the following associations: York County Regional Chamber,
American Camp Association and the Association for Challenge Course Technology.
Camp Canaan does not have an advertising agency; however, they do have a staff
member who is the Event and Marketing Coordinator. Carrie Williams has over 10 years of event
planning and group sales experience in the Recreation/Tourism industry from Beaver Creek Ski
Resort, Wisp Ski Resort, Adventure Sports Center International, North American River Runners
and others. Carrie coordinates Canaan Events, Marketing and Retreats and has the passion for
sharing adventure with others.

Camp Canaan is unique in that it offers more than one customer experience. In addition
to the adventure available in the camps and retreats, one can paddle down the Catawba or ride, to
whatever chosen extent, our impressive Zipline Canopy Tour. However, Canaan is not the only
one offering any of these services. Camp Thunderbird on Lake Wylie is among our competition
and is similar to Camp Canaan in that it offers camps and retreats as well as a zip tour, which is
arguably not as impressive as ours. Also, though Canaan is located just 25 minutes south of
Charlotte, North Carolinas largest city, YMCAs Camp Thunderbird is located on the outskirts
Charlotte itself. Some of our potential customers inside or around the city of Charlotte do
consider Camp Thunderbird a more convenient place to send their kids to camp as well as a more
remarkable place because it is located on the lake. Camp Canaan is listed as making $440,000 on
demographicsnow.com. It is unclear as exactly how much South Carolinians spend on adventure
programs in a year. However, it is reasonable to assume that due to the nature of the business, the
profits from this are fairly evenly distributed throughout the industry.
Yet Charlotte is not the only source of customers for us. Students of Winthrop University
also enjoy zip lining, but an unlikely competitor prevents some from doing so: Winthrop
University. The university offers its own outdoor activities for its students, including but not
limited to Frisbee golf, a rock wall, and a high and low ropes course with a zip line finish. All of
these are more convenient and less expensive for students of Winthrop, so Winthrop students
must not only be educated about Camp Canaan, but also offered appreciable incentive to choose
Camp Canaans unique experience over the Winthrop Lake just down the road from these
potential customers. Camp Canaan is not a massive attraction to Rock Hill, and many local
residents, including and perhaps especially the students of the university, do not even know about

it. Of course, other high cable gravity-powered rides across the U.S. send customers over
canyons, vineyards, island tourist towns, and sometimes even zoos.
The product life cycle of Camp Canaan would fall anywhere from growth to maturity. On
the one hand they are not as well-known as they should be within the area. When considering
advertising strategies, they should still focus on raising some awareness. However, the camp has
also been receiving a steady amount of business and income throughout the last several years.
This could be due to a few different circumstances. Zip line attractions are seeing a greater
availability of cheap insurance and cheaper construction costs for zip line platforms. The
foundations of the market look good for Camp Canaan.
Since the turn of the millennium, this sort of outdoor experience has seen an overall
increase in popularity even through economic dips like the world saw in 2007. More and more
zip line rides are showing up since 2001, when there were about 10 in the nation. In 2012, there
were over 200 high speed elevated cable rides. However, should there be any more recessions in
the near future; we may experience a dip in customers here or at any of our competitors as well.
On an aside, elevated cable tours can be considered a decade-long fad like paint ball
battlefields of the 1980s and skateboard parks of the 90s. The relevancy bearing on us is that
when another outdoor activity gains in popularity, our products maturity could cap. In the near
future, our revenue could shrink as customers seek a new, more modern (or even culturally
relevant) experience. This is not something to necessarily worry us as Camp Canaan possesses
the potential to innovate to whatever activity proves to be most profitable. In this case, even if
the zip line tours reach the decline phase of the life cycle, the camp can recycle a new source of
income into the growth phase.

Based on the MRI data, the types of people who use the services of our small business
have a few things in common. First, they are usually searching for a new or novel experience.
They are interested in any exciting activity that might prove to be entertaining in some way.
Their reasons for wanting to experience the zip line tour may vary from wanting to become
closer with their group in some way, they are entertained by the excitement and perceived risk in
the activity, or they could simply be attempting to take up some time while they are visiting the
area on a vacation. Another trait that characterizes our product users is that they almost always
arrive in groups. A lot of what makes the experience exciting to the customers is being able to
share it with someone they know. They can then have this common point of interest that will
bring them closer together. The groups can be families, friends, and there has even been a recent
push to add coworkers to the target market. The group size will generally range from 2 through
14 depending on the day. While larger groups can be facilitated, the experience changes for them
as they can only go through the course a few at a time. Something that is common in the groups
that partake in zip line courses is that there will be a leader and a follower in most groups of
participants. The leader is the one who looks up the camp and signs up their group. This leader
could be a coach in the case of a sports team, a boss of an office that is attending a team building
program, or simply an adventurous friend or family member. Whoever it is, this is the person
worth marketing to. They are the ones that will respond to advertising and bring a few more
customers with them. There are some groups in which everyone can be the leader without any
followers. This is just less likely. The larger the group is, the more likely there will be the
followers. The types of people that would use our product are not limited based on age or gender.
The only physical determinant of whether or not they become customers is if they are physically
fit enough to complete it. Financially, the customers that partake in our product are on the

comfortably wealthy side. The prices can be steep, therefor the customers are generally middle to
upper class families in terms of income. Camp Canaan serves a wide variety of participants with
all different motivations for choosing their adventure.
The product or service is marketed in various ways. The product, itself, is a zip line tour
and it is marketed as a fun activity that can be done on any free afternoons with family or friends.
The zip line adventure tour consists of 9 zip lines lead by experienced guides who will share the
most interesting landmarks, history, and natural characteristics with the group. It offers a sense of
adventure and opportunity to do something that may have never been experienced before. It is
also currently being marketed as a type of corporate team building activity. Alternately, the place
itself is marketed as a benefit. The fact that the Camp is on an island is a marketing point that
they can use to set themselves apart. The location offers a sense of seclusion from the rest of the
world and adds to the allure of getting away for a while to experience something new. The cost
of the camp is competitive with similar activities in surrounding locations. Camp Canaan offers
two versions of the zip tour, the bootleg, and the full tour. The bootleg will cost $65 and includes
the first five zips. The full tour costs $89 and includes the additional 4 zips including the longest
zip which spans 900 feet. While some locations such as the Winthrop high ropes course are not
quite as expensive, Camp Canaan does provide a longer and more involved experience for the
individual. This is how Camp Canaan has marketed itself thus far with the exception of their
promotions.
Camp Canaan advertises their camp and business on a billboard that is near island where
they are located. It lets new people and their normal customers know where to turn to get to the
right destination and not get lost. They also advertise on the Internet. This includes their website,
Groupon, and Yelp. Groupon is a couponing website that allows customers to find services at

various businesses and companies for a more reasonable, discounted price. The discount is
contingent on the customers coming in groups rather than alone. Their website is very helpful for
new- comers who want to know more about the camp because they have many explanations on
various topics that regard the many sections they provide. Yelp is another website they
recommend their customers using. It allows real customers to review the business and rate their
experience. Many people read these review prior to visiting a business because they perceive
them as more trustworthy than paid advertising. On their website they give advice as to what to
do before the camp opens up and one of the suggestions was encouraging kids to wear their tshirts in order to promote their business. Camp Canaan also provides advertising at the zip tour
location and this includes business cards, pamphlets, t-shirts, and they encourage their customers
to spread the word about the camp. Just like their websites, Camp Canaan provides the same
information as their website except in this case they have little space to work with and try to grab
peoples attention to read their pamphlets and brochures. The message Camp Canaan is trying to
get across is to let parents know how fun this camp is for their children, the many activities it
involves, and how zip tours are fun for everyone and people should come try it out sometime.
You can tell by visiting their website and browsing what they have to offer. You can learn about
their staff and know as much as possible before sending your child off to this camp for the
summer.
There are several factors when considering and advertising campaign. Camp Canaan is
based on land that is owned by a church, therefore, there shouldnt be any interference to
advertise the camp whatsoever. They may have to consider going through the board of trustees
that they have and the church before advertising. They would have to make sure that they know
exactly what they want on each brochure, billboard, and pamphlet therefore, that would be the

only thing the employees would have to get approval from. If you go onto their website
canaanzipline.com, there will be an advertising video that is promoting the camp and the
business. They talk about the zip lining areas they have and they also show actual people
experiencing the fun. They are trying to grab peoples attention and persuade them into coming
to Camp Canaan and giving them a reason as to why its a good choice as well. Camp Canaan
even give out scholarships for those families who cannot afford the pay but their child really
wants to attend the camp, so they have that as a booster to get people into choosing Camp
Canaan for their children.
There are many factors to consider when deciding whom to target. The location of the zip
line is a big factor when determining whom to target in advertising. The target should consist of
local businesses in York County and Greater Charlotte Area. The goal of the advertising should
show that zip lining is a great opportunity to bring employees together and could also serve as an
incentive for employees working hard. In addition to businesses being a target for marketing,
educational and youth organizations should also be a part of the target. Advertising to this market
will show that the camp could help youth with team and character building. It would also have
exercises to help give an educational experience. According to the Rock Hill County School
District Website, there are approximately 17,400 students in the district. Even if Canaan only
reached a percentage of the school district alone it would be profitable. With both targets the
advertisement should ensure safety to both since that is one of the threats that zip lining faces.
There are several strengths, weaknesses, opportunities, and threats (SWOT) that the zip
lining faces. A SWOT analysis enables a firm to develop strategies that make use of what the
firm does best in seizing opportunities for growth, while at the same time avoiding external
threats that might hurt the firms sales and profits. To begin, Canaan has a few strengths that

benefit them and their market. Canaan Canopy Zipline Tours location is one of their biggest
strengths that customers appreciate the most. Another strength is that they offer packages to
businesses to build trust within their employees. Their website is also another strength because it
is well organized and lets potential customers know what to expect. In addition to their strengths
there are weaknesses as well. One of their weaknesses is that their prices would not be
reasonable for part of their target market which is to youth and educational groups, unless they
offer a price deal or package. The rates start at $65 and can go as high as $89. Another weakness
is
Although, there are some strengths and weaknesses Canaan Zipline Tours also has many
opportunities. Rock Hill may not be a real tourism town but with lots of marketing and getting
with other companies to brand Rock Hill may bring potential customers to Canaan and benefit
Rock Hill as well. Also because they offer scholarships it gives them an opportunity to promote
and engage students. Subsequently, the camp gets more customers because it gives it an
incentive: the scholarship. Also, incorporating their stakeholders opinion and advice would
potentially create good relationships. Having a good relationship with their stakeholders is
important. For instance, having a good relationship with Comporium Communications gives
them the opportunity to advertise to their target market, maybe even at a discounted price.
Lastly, Canaan also faces threats that could maybe harm the brand of the company, or
cause a decline in customers or sales. One of the major threats that they face is weather. If there
is inclement weather then that would cause Caanan to reschedule or lose the sale of a zip line
tour. Additionally, there are several risks that zip lining may cause like someone getting hurt or a
malfunction with equipment that could lead to participant or equipment failure. Surrounding
areas can also be a threat especially if they also have zip lining because this creates competition.

Works Cited
Arens, William F., David H. Schaefer, and Michael F. Weigold. Advertising. New
York: McGraw-Hill Irwin, 2012. Print.
"Rock Hill Schools - York County District Three." District Information. N.p., n.d.
Web. 18 Mar. 2014. <http://www.rockhill.k12.sc.us/districtinformation.aspx>.
"Summer Camps." Rock Hill, SC :. City of Rock Hill, n.d. Web. 20 Mar. 2014.
<http://www.cityofrockhill.com/index.aspx?page=223>.
"Welcome- About US." Camp Canaan. N.p., n.d. Web. 27 Mar. 2014.
<http://campcanaan.org/>.