This project had two main goals: increase participation in the Birkie, a cross-country ski festival, in both the 18-25 and 65+ age demographics. To solve this, our group concluded that new marketing practices needed to be developed and a new event had to happen.

 

For the younger demographic, we suggested a partnership with local university ski clubs, a collab with local brewery Seachange Brewing, and an Aprés Ski Festival. These changes targeted two things that university students tend to love: social gatherings and beer, and a poll within a few classes proved 90% of people would be interested.

 

For the 65+ demographic, we thought that looking into where fit, young-at-heart people hang out would be a good starting point. So, an ideal way of introducing this group to the Birkie would be by hosting training and info sessions at local golf clubs. Further, buying ads for websites where they tend to get their news from would keep this organization front of mind.