Weekly cases for the Associate competition are provided by sponsoring businesses from across the region. These companies pose real questions and challenges to which they can apply the candidates’ findings and recommendations. Cases have included planning round table events, organizing the consolidation of office space and developing a marketing plan. Participating companies have included AOL, Inc., Baltimore Gas & Electric (BGE), Baltimore Magazine, Enterprise, Target, Von Paris Moving & Storage and more. The final case each year is provided by the presenting company, which ultimately offers the job for the competition winner.
Case 3
PORT DISCOVERY CHILDREN'S MUSEUM
The Client
Port Discovery Children’s Museum is a nonprofit 501(c)3 institution that offers educational, interactive exhibits and programs that connect purposeful play and learning for children ages birth through 10 years. All of the museum's exhibits and programs align with the Maryland State curriculum.
Port Discovery is ranked among the Top 12 Children’s Museums (out of over 300 children’s museums) in the United States by Forbes, and serves 260,000 visitors per year, making it the fourth most visited attraction in Baltimore.
Audience
Adults (primarily women) ages 25-54, with children ages birth through 10.
Of our general visitors, 78% reside in Maryland, with the highest concentration of visitors residing in Baltimore City and surrounding counties; 7% reside in Northern Virginia and DC; 5% from Southern Pennsylvania; 2% from Philadelphia; the remaining 8% from out of market.
Challenges
Heavy competition and limited marketing budget make us more reliant on public relations/social media/grass roots efforts to promote the museum. (Competitors can afford television/billboard advertising.)
Lack of free parking can deter stay at home parents in the surrounding counties.
• Admission fee - $13.95 per person. We offer several discount offers (Target $2 night every third Friday; $8 admission on Tuesday/Thursday afternoons; military discount) to be more accessible, and while that helps attendance, it hurts earned income.
• Busy days when we have a large number of school or summer camp groups who visit during weekday mornings, can compromise the experience for general visitors coming in at that same time, which makes them not want to come back.
Primary Competition
National Children’s Museum (National Harbor) – Just opened in December 2012
Maryland Science Center
National Aquarium
Maryland Zoo
B & O Railroad Museum
Walters Art Museum
Secondary Competition
Drop in “play” centers in the surrounding counties. Though much smaller in size, they offer free parking and are very age specific, making it appealing for parents with young children. (i.e. Charm City Kids)
Out of market museums: Please Touch Museum (Philadelphia), Delaware Children’s Museum, Smithsonian
Goals
To increase top of mind awareness of Port Discovery Children’s Museum to parents/caregivers who are looking for something to do with their kids.
To increase general attendance/revenue by 3% over the next three years. (7,800 guests; $108,810)
Budget
$300,000 for one year.
This includes any paid advertising and production costs related to broadcast, web, outdoor, print, as well as printing for rack cards or other promotional material.
Case 2
COVERGIRL/HARVEY & DAUGHTERS
The second case is presented on behalf of CoverGirl cosmetics by Harvey & Daughters.
The teams will give presentations on this case on Feb. 26 at 5 p.m. in Stephens Hall, room 216.
Case 1
LEN THE PLUMBER: ONLINE/SOCIAL MEDIA CASE STUDY
The Client
Len The Plumber is a locally owned company that started in Baltimore and has evolved over the past 15 years into one of Maryland’s leading residential plumbing service companies. The company began with a fleet of just two trucks and now boasts a service operation with over 50 trucks that spans a region that includes 10 counties. (Currently servicing: Baltimore City, Baltimore County, Harford, Southern Cecil County, Carroll County, Howard, Anne Arundel, Montgomery County, Prince George’s County and the District of Columbia)
Len The Plumber’s operational strategy includes a licensed, skilled workforce, delivering on a Same Day Service business model. The majority of customers require service that is generally viewed as an emergency service rather than a pre-planned remodeling project for example. In addition, the average household hires a plumber every 2 ½ to 3 years making plumbing a fairly infrequent purchase. The company also has a strong focus on customer satisfaction utilizing the Net Promoter Score, tracking an overall company score as well as individual scores for each technician, ensuring an exceptional experience for every customer.
Len The Plumber is known for an aggressive marketing stance with a high visibility factor and is routinely among the first in the plumbing industry to adopt new and innovative strategies to advertise and grow the business. As consumers gravitate from the more traditional media channels like Yellow Pages and Print to Online, the overall marketing strategy must similarly evolve.
Len the Plumber attracts customers from nearly all demographic groups in terms of age, ethnicity, gender, occupation, income etc. however, there are two profiles that emerge that can be defined as a typical Len The Plumber customer. First and foremost they are a homeowner and would not be considered a do-it-yourselfer. The first main profile that emerges is that of a married and growing or maturing family where children are present in the household of any age. The second profile is that a person or couple that is Age 50+ and is considered to be an active adult. Both profiles are defined as having average to above average household income with the best repeat customers tending towards the upper income ranks.
Current Marketing Tactics:
The Case
Len the Plumber is looking for recommendations for their current Online Strategic Plan that defines how it can increase its online presence. Traditional marketing channels such as Yellow Pages are becoming outdated and less efficient. How should it best incorporate a social media plan with the goal of increasing top-of-mind awareness and engagement with the brand? How can it do this in a way that will ultimately generate repeat customers as well as acquire new customers? Are there any other online marketing elements missing that could increase brand awareness? (Your plan should include an analysis of current tactics)
Elements to consider:
Online Reviews
Mobile
Video
Email
Local
Project Parameters
The project should contain recommendations and strategies that include, but are not limited to:
1. Timelines/calendars for implementation
2. Budgets/cost to execute recommendations
3. Identify, if any, additional resources needed to execute or that would help streamline the recommended initiatives (such as online management platforms, software, personnel etc.)
4. Include any relevant examples of sites or companies that execute well any of the strategies you are recommending
5. References to research/resources used
6. Be Creative
7. Be impactful
8. Think outside the box (budget = $100,000 but don’t let budget limit your thinking or approach)
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