Marketing Proposal - University of Nebraska–Lincoln

Marketing Proposal

For

Eustis-Farnam FFA, Nebraska NE 0149 2016

EF FFA Marketing Plan Team:

Lane Baxter, Gage Bellamy, Sara Pleschourt

Eustis-Farnam FFA Marketing Plan Introduction

Lazycreek Whitetails approached the Eustis-Farnam FFA Marketing Team to develop a marketing plan to increase revenue. Lazycreek Whitetails, of Eustis, Nebraska, is a subsidiary business to Hidden Hills Outfitters, of Broken Bow, Nebraska. Lazycreek Whitetails was created by Kevan Hueftle in 2011, to supplement his farm/ranching business. Lazycreek Whitetails is a guided hunting service in the southwest region of Nebraska. Lazycreek Whitetails currently offers mule deer and whitetail deer hunts and very limited turkey hunting, to clientele both from Nebraska and out-of-state. Lazycreek Whitetails offers to out-of-state and in-state customers the opportunity for "fair chase" hunts of deer or turkey that might not be available in the customer's home area. Currently, Lazycreek Whitetails only accepts hunts that Hidden Hills Outfitters can't handle because of volume. Turkey hunts have only been offered to clients who harvest their deer early. Pheasant hunts have rarely been offered in the past.

Industry Trends Deer-

Marketing Analysis

Deer hunting according to a study taken by Clemson University in 2012 accounts for 53% of all the

revenue that is generated by hunting in the U.S., also it is four times as likely for a hunter to be hunting a deer species than any other type of animal. There are currently 10,851,220 deer hunters1 in the

United States.This number is holding steady.

Turkey-

Since 1973 when the National Wild Turkey Federation (NWTF) was founded the number of turkey

hunters has doubled from 1.3 million to 2.6 million. The NWTF has 250,000 members in the US,

Canada, Mexico, and 14 other countries.

Pheasants-

Established in 1982 Pheasants Forever is dedicated to the conservation of pheasants, quail and other

wildlife through habitat improvements, public awareness, education, and land management policies and programs. There are currently 2,435,407 pheasant hunters1 in the United States.

Lazycreek Whitetails SWOT Analysis:

Strengths 100% Opportunity rate Lodging and meals provided 4,000 acres of Lazycreek and 75,000 acres of Hidden Hills hunting ground Trail cameras of hunting area Fair Chase-no fenced hunting Extra equipment on hand

Weaknesses Limited booking opportunities

Limited number of guides Limited acres in Lazycreek service area Remote 3.5-4 hours from the nearest large airport

Opportunities Offer different animal hunts

Buy more land Expand to a lodge Sign more hunting leases with landowners Hire more guides Utilize more animals in immediate area

Package hunts

Threats Rising expenses

Poachers EHD - Deer disease2 Difficult to find qualified guides in the area

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Eustis-Farnam FFA Marketing Plan

Competitors SWOT Analysis:

Strengths Some are close to airports

Quality websites

Opportunities More guides for more hunts

Weaknesses Meals not included in hunt Transportation not included

Threats Prices rising on supplies

Poachers EHD - Deer disease3

Research Results Would you be willing to purchase a package hunt? Chart 1

What is your average yearly household income? Chart 2

Our research found that 61.9% of respondents, who were willing to pay more than $500 a year on hunting and were willing to pay for a guided hunt, would be interested in purchasing packaged hunts, Chart 1. Our research also finds, the annual income, for those who are paying more than $500 a year on hunting and who are willing to pay for a guided hunt, Chart 2.

In the survey that was conducted, 111 random participants took the online survey that reached individuals in 13 different states. That data showed:

52%, of respondents, hunt mule deer 64% upland game 62% turkeys 76% whitetail deer 66% were Men 28% age 31-40 50% of people live in a town with less than 1,000 people

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Eustis-Farnam FFA Marketing Plan Buyer Profile and Behavior

Using Internet Research the following statistics were found3:

Hunting is a $22.9 billion industry Average hunter spends $2,000 on hunting

per year $10.7 billion spent on hunting equipment

expenditures 450,000 Facebook users with "hunting" as

an interest The 4th quarter is the top quarter of the

year for hunting 25% hunters age 35-44 (make up the

largest group) 91% male 10.7 million hunters consider themselves

Big Game Hunters

Hidden Hills Outfitters/Lazycreek Whitetail Current Clientele

Age - 41-50 (40%) Gender - Men From 11 different states , the majority of

which come from the central United States Hunting purpose - Trophy (100%) Married (70%) Heard of Lazycreek Whitetails by - Word

of mouth (50%), Facebook (25%)

Business Proposition Mission Statement: Lazycreek Whitetails in conjunction with Hidden Hills Outfitters aims to provide one on one personal attention to every hunter who passes through their care, while striving to give the best outdoor experience and give a wide range of hunting options to make their customers experience one to remember. Key Planning Assumptions: In developing this market plan, E-F Marketing Plan Team identified multiple key planning assumptions based on information gathered.

Lazycreek will continue to schedule hunts, well into the future due to high demand. Lazycreek Whitetails has land with underutilized turkey flocks.

In order to keep up with demand that is being generated. Lazycreek Whitetails will have to employ a part-time hunting guide

In the past few years firearm sales have been at all time highs. Goals and Objectives:

Create the Lazycreek Whitetails Slam, to challenge hunters who wish to show their prowess in multiple species of wildlife. Thus utilizing the time that a hunter has more efficiently. Schedule hunters to stay long enough to participate in the "Lazycreek Slam" during the season (i.e. deer, pheasant, turkey) September to December Reach out to new turkey clients at the NWTF Convention.

Lazycreek Whitetails will more than double the number of turkeys harvested by the end of 2018 Increase availability of turkey hunting at Lazycreek Whitetails. 2016-90; 2017-120; 2018-150 Schedule hunts for both the fall and spring turkey seasons.

Hidden Hills/Lazycreek Whitetails are going to increase the price of mule and whitetail deer hunts, while maintaining the quantity of deer harvested each year. Maintain the number of current deer hunters.

In the year 2018 have hunters increase pheasants harvested by 1000%. In 2016 we would like to quadruple the amount of pheasants harvested. 2016-4; 2017-8; 2018-10 Reach out to new pheasant clients at the Pheasants Forever Convention.

Starting in the spring of 2017 we will hire a part-time guide to expand the opportunities available during the overlapping seasons.

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Eustis-Farnam FFA Marketing Plan Target Market:

Primary Target Market Male (85.7%) Age of 21-30 (33.3%) Married (81.0%) Yearly household income of $100,001$150,000 (38.1%) Central/Mid U.S. (See map) Live rural/farm (57.1%)

Secondary Target Market Male (80.0%) Age of 21-30 & 31-40 (both at 33.3%) Married (80.0%) Yearly household income of $50,001$75,000 (33.3%) Central/Mid U.S. (See map) Live rural/farm (53.3%)

Action Plan Product:

Lazycreek Whitetails will provide new and innovative hunting packages to challenge the serious hunters. Lazycreek Whitetails currently offers individual guided hunts for both mule & whitetail deer, plus to a lesser degree turkey. With the adding of discounted packaged hunts you will start to utilize a resource that you have on your land in large quantities. Instead of booking a five day hunt for just a mule deer, clients will now have the opportunity to book a multiple game hunt in the same amount of time. Even though we will discount this price for both the deer hunt and the turkey hunt, overall we are predicting an increase in total numbers and total profit.

Price Structure:

2016

Mule Whitetail

Offered

Deer

Deer Turkey Pheasant Total Value Price

Money Saved

Slams

Mule Slam $6,500.00

$750.00 $450.00 $7,700.00 $7,200.00 $500.00

Whitetail Slam

$5,000.00 $750.00 $450.00 $6,200.00 $5,700.00 $500.00

Packages

#1 $6,500.00

$750.00

$7,250.00 $7,000.00 $250.00

#2 $6,500.00

$450.00 $6,950.00 $6,700.00 $250.00

#3

$5,000.00

$450.00 $5,450.00 $5,250.00 $200.00

#4

$5,000.00 $750.00

$5,750.00 $5,550.00 $200.00

#5

$750.00 $450.00 $1,200.00 $1,000.00 $200.00

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