------------------------------------------------- Communication Strategies: the Ski Rossendale Case

I) Introduction:

Ski Rossendale is situated in Lancashire and offers three slopes made from Snowflex (virtual snow).
This Club is well served by public transport and situated just at the end of the M66 motorway. It’s open all year thanks to Snowflex and is ideal for beginners to Olympic skiers or snowboarders. There are different problems (due to a lack of marketing analysis and communication strategies) that Ski Rossendale has to face and solve to increase its visibility. The Club has a 40 000 £ marketing budget per year.

-The Club has a café but it’s highly under-utilized by the customers.
- Ski Rossendale has a very poor analysis of its customer. The club would like to retain its customer and make them use the slope more (we can considered it as one of the main challenge), but there is obviously a lack of information concerning their customer profile which can be improve.
-The main target of the Club is people between 18 to 30 years old, because they have a high interest in extreme sport. British people (aged 15 years old and more) who practice ski represent 1.6 million, and 0.5 million for snowboard. These numbers represent a real opportunity for Ski Rossendale. All of them could be a potential costumer for the Club but Ski Rossendale has only a little interaction with the local schools which can be increase.
- The club is open all year: the peak season is during December to March but after this period the usage of the slope is quite low. The challenge for Ski Rossendale is to increase the usage of the slope for the whole year.
- The club proposed some Children’s parties and Adult parties that are very popular to encourage people to come during the summer for example when there are less people and good weather to balance with the peak season.
- The club proposed various prices and different