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Chapter I. INTRODUCTION
A. Background
Information
1. History and
background of the Park
2. Description of
current visitors
3. Description of
current partners
B. Mission
Statement for the Park
1. What is a
mission statement?
2. How to write a
mission statement for your park?
C. Objectives for the Park
1. What are
objectives?
2. SMART objectives
Chapter II. SITUATION
ANALYSIS
A. Park
Visitors
1.
Socio-demographics of target markets
2. Psychographics
of target markets
3. Visitor Trends
4. Future Markets
B. Park S.W.O.T. Analysis
C. Property Analysis
1. Natural
Resources
2. Cultural
Resources
3. Recreational
Activities
4. Additional
Resources
D. Partner Analysis
1. Identification
of Potential Partners
2. S.W.O.T.
Analysis of Each Partner and Potential
Partner
E.. Macro-Environmental
Attribute Analysis
1. Demographics
2. Socio-cultural
3. Economic
4. Technology
5. Political/Legal
analysis
Chapter III. MARKETING
STRATEGY
A. Marketing Vision
Statement
B. Marketing Mission
Statement
C. Marketing
Objectives
D. Marketing
Partnerships
E.. Marketing Mix
1. Product/Service
2. Place
(distribution channel)
3. Promotion
4. Pricing
Chapter IV. BRANDING
STRATEGY
A.
Defining your park’s brand
B. Park Logo/Slogan
1. Elements for
creating a logo for your park
2. Elements for
creating a slogan for your park
Chapter V. MARKETING
IMPLEMENTATION (ACTION PLAN)
A. Development of
Timetables
B. Financials
Chapter VI. EVALUATION
AND CONTROL
A. Means for measuring
success
1. Product Sales
2. Visitor Survey
B. Monitoring Procedures
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