N AT I O N A L A B I L I T Y C E N T E R

NAC MARKETING PLAN 4-17-2014

Students: Professor
Kacee Patrick Preston Tanner
Pieter Janssen
Kayla McCoy Course
Katherine Koplow PRT 3211 – PRT Marketing
 
 Table of Contents

1. Executive Summary 3
2. Company 4
2.1. History 4
2.2. Philosophy 4
2.2.1. Mission 4
2.2.2. Vision 4
2.2.3. Values 4
2.3. Programs 5
2.4. Organizational Structure 5
2.5. Stakeholders 6
2.6. Financial Status & Goals 6
2.7. Historical Marketing Efforts 6
2.8. Image 7
3. Climate 7
3.1. Political 7
3.2. Economic 7
3.3. Social 7
3.4. Technological 8
3.5. Environmental 8
3.6. Legal 8
4. Competition 8
4.1. Direct competition 9
4.1.1. Splore 9
4.1.2. Salt Lake City County 10
4.1.3. Wasatch Adaptive Sports 10
4.2. Indirect competition 11
4.2.1. ORP Utah 11
4.2.2. TRAILS 11
5. Consumers 12
6. Situation Assessment (SWOT) 12
6.1. Strengths 12
6.2. Weaknesses 13

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 6.3. Opportunities 13
6.4. Threats 13
7. Strategy Development 14
7.1. Segmentation 14
7.2. Targeting 15
7.3. Positioning 17
7.3.1. Interpretation 18
7.3.2. Positioning Statement 18
8. Tactics 19
8.1. Marketing objectives 19
8.2. Product 19
8.3. Price 20
8.4. Place 20
8.5. Connection and Rationale 21
9. Promotions 21
9.1. Flyers 22
9.2. Online Banner Ads 23
9.3. Experience Days 24
9.4. T-shirts and giveaways 24
9.5. Coupons 24
10. Measurements 25
11. Appendices 26
Appendix A 26
Appendix B 30
Appendix C 33

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 1. Executive Summary

This marketing plan will include and extensive analysis of the National Ability Center.
The National Ability Center is the center that provides several competitive and recreation
programs for people with disabilities in the Salt Lake City metropolitan area. The analysis
will include a SWOT, a PESTEL and a 4 P’s analysis.
After the extensive analysis, several recommendations will be made to adjust the NAC
marketing. The implementation of the changes might lead to an improvement of the incomes
and the net profit.

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2. Company

2.1. History
Meeche White and Pete Badewitz founded the National Ability Center in 1985 as the
Park City Handicapped Sport Association (PCHSA). Both of the founders had experience as
ski instructors for people with disabilities in Colorado, and that’s how the idea for the PCHSA
evolved. In 1987 they moved to a new headquarters in Park City Mountain Resort, and the
next year the first alpine Learn to Ski event was held.
In 1992 Meeche took a team to the International Special Olypmic Winter Games
Invitational for the first time. This was the start of several trips abroad for Meeche. Also in
1992, NAC received its first federal grant to expand programs and was now seen as the
National Ability Center. From here on a lot of expansions to the programs were made,
including a bobsled team, the construction of The Lodge, and a competitive snowboard
program. Ultimately, after 23 successful years, Meeche White retired, but NAC carried on.
Now being a very successful organization in Utah.

2.2. Philosophy
2.2.1. Mission. The National Ability Center empowers individuals of all abilities by
building self-esteem, confidence, and lifetime skills through sport, recreation, and educational
programs.
2.2.2. Vision. The vision of the National Ability Center is mainly to inspire people. As
the experience is often enhanced by the inclusion of friends and family; reinforcing
relationships and building a support system for the disabled individuals is the goal. This
support system however, should be continued in normal life and become part of that life.
NAC tries to create a fundamental layer in the relationships and support systems. And,
although the methods of inclusion are different in every program, the goal remains the same.
2.2.3. Values. As the NAC aspires to provide inclusive programs to all individuals and
families of all abilities and backgrounds, including those in need, it is fair to conclude that
NAC values equality between individuals. Every person should be able to do what he or she
likes.
To do so, NAC offers more than 6,000 lessons and outings each year. These lessons
and outings are hosted and guided by the certified professional instructors. Moreover, with the
help of 850 volunteers almost 20,000 hours of programs are provided each year. Many of the
instructors and volunteers are also individuals with disabilities and serve as role models for

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the participants.

2.3. Programs
The NAC offers a wide variety of programs. They offer various Sports & Recreation
Programs, Equestrian Programs, Military Programs, Group & Custom Programs, Camps,
Training & Education, and other Featured Activities & Demo Days. Within each program
offered, at least 3 subcategories exist, of which some consist of subcategories again. Because
of this complexity, the program prices are not stated in this marketing plan but in the
appendices. See appendix A for all the programs and prices NAC offers.
To make sure every individual can use the right equipment, National Ability Center
also offers the service of renting equipment for both disabled people as abled people. With the
help of a lot of sponsors NAC is also able to offer 100% of the requested scholarships.
To provide such an enormous amount of variety in their programs, NAC owns or uses
11 facilities. These facilities include several ski resorts, an ice arena, an aquatics center, an
archery range, and several services buildings. See appendix B for a full list of all facilities
with description.

2.4. Organizational Structure

Chuck Heath
President

Alan McIver
President Elect

Andy Dahmen
Facilities/ Shawn Fojtik Michael Kerby Hans Fuegi Alan McIver
Programs Finance Advancement People
Capital

Volunteers

2.5. Stakeholders
The stakeholders consist of the individuals participating in the programs, suppliers of
materials, volunteers, board of directors, shareholders, and the sponsors. The sponsors of
course give their money to the NAC to help all the people in need, but also to associate their
name with a positive project and get some positive publicity via NAC.

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2.6. Financial Status & Goals
As the National Ability Center is a non-profit organization, the main goal is not
financial profit. Obviously the organization wants to keep its head above water and needs
more revenues than expenses. Currently the organization succeeds in this goal.
However, as stated earlier, the main goal for the National Ability Center is to reinforce
relationships and to build a support system for the disabled individuals, exceeding the
programs of the NAC. The support system should become a part of normal life.

2.7. Historical Marketing Efforts

The main marketing efforts used by the National Ability Center are fundraisers, media
coverage and word-of-mouth. The fundraisers alone create an enormous awareness amongst
the target audience. During the coming half-year alone, roughly 10 fundraisers will be held.
These fundraisers differ from culinary activities to ski races, and from barn parties to saluting
our heroes from the army in celebration of Veterans Day.
The premier fundraiser for the NAC is called Red, White, & Snow. It is a culinary,
wine, and skiing festival that has growing attendance every year. They have weekend long
celebrations of people of all abilities through various activities related to NAC.
The main flyer or booklet they use to promote their activities is an ‘’about’’ flyer. It
consists of three pages and includes most of the important information considering NAC. The

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flyer is attached in Appendix C.
Apart from the various fundraisers, a lot of the marketing efforts go through several
forms of media, including television and several magazines. This media coverage includes
Deseret News, KSL TV, abc, and PR Newswire. Some interviews for magazines were also
conducted. The NAC also has its own magazine and e-magazine. This might lead to bigger
awareness and word-of-mouth advertising.

2.8. Image
The NAC has a positive image currently. A lot of people know the NAC and the
number of people participating in their programs is growing. The image they want to reach is
that of a non-profit organization who tries to help individuals with and without disabilities to
build a good relationship and a support system. An enormous amount of volunteers and the
numerous sponsors help with to reach this good cause.

3. Climate

3.1. Political
With everything that’s going on with the health care system in the United States there
will probably be changes in the customers insurance and that might effect their participation
in activities provided by the NAC.

3.2. Economic
Right now the economic situation is Utah is really good. There are quite a few jobs
opening up and unemployment is expected to drop. This should be beneficial to the NAC
because people will have money to spend on activities and/or donate to the organization. Utah
did suffer with the economy last year like the rest of the country but it was one of the states
that only suffered a little and that’s partially because of the high growth rate in the state.
One problem that might arise is the cost of adaptive equipment will probably increase
depending on where the equipment comes from and what the economic situation is like there.

3.3. Social
The NAC is located in Utah so being open or not being open on Sundays is something
to think about. It is also a place that works with individuals with disabilities and with that
comes a need to understand their culture. Use people first language and avoid offensive

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stereotypes. Utah is t he second fastest growing state in the US and with such a high growth
rate it would only be logical to assume that Utah has a higher growth rate of individuals with
disabilities.

3.4. Technological
There is a lot of new and improved adaptive equipment out there and every day new
technology is being created and tested. The NAC can benefit greatly form all the advances in
adaptive sports equipment. With better equipment and specialized equipment they can help
more individuals with disabilities.
Another technological advance that will affect the company is the growth of
electronics such as computers, tablets, mobile phones, etc. If they use these devices to
promote their company and to organize their programs, bank accounts, participant
information, etc. they can improve the way their company works and they can raise awareness
for their company in the community.

3.5. Environmental
Where the NAC is located in Utah they will have to make sure the activities and
programs are seasonally appropriate. For instance summers get very dry and there are days
when having campfires is illegal so they’ll need to keep an eye on that for their summer
camps. Also during the summer some areas of the state are prone to floods from the snow
melting on the mountains.

3.6. Legal
ADA laws and liability issues. All buildings have to follow the building codes and
they need to be handicap accessible. The health code and making sure everyone handling
food has his or her food handler’s permit. There are zoning laws that will affect where their
animals are housed. There are also laws regarding wounded warriors. New health care laws
and regulations will effect the NAC.

4. Competition

The competition of the National Ability Center can be divided into two groups: the
direct competition and the indirect competition. The direct competition tries to fulfill the same

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need to the same customers as the NAC. The indirect competition tries to fulfill the same
needs as well, however they try to do this in a different way.

4.1. Direct Competition

4.1.1. Splore. Splore’s goal is to provide participants
with the best possible trip experience. Splore serves children and adults with disabilities and
special health care needs, as well as underserved populations such as refugee youth and low-
income families. Splore tries to remove barriers of outdoor adventures including cost,
equipment, transportation, cultural attitudes, and self-limiting beliefs. The programs serve
friends, family members, and agency care givers, allowing families to engage in outdoor
adventures together.
Splore exists because they believe that everyone, regardless of ability or income,
deserves the opportunity to live life to the fullest. They do this by honoring the dignity in
risk-taking, celebrating the magic of the outdoors, and fostering the spirit of connectedness on
every adventure trip.
Splore activities and prices are listed below.
• Whitewater rafting
• Canoeing
• Cross country skiing
• Outdoor/Indoor climbing
• Snowshoeing
Whitewater Rafting Indoor/Outdoor Climbing, Canoeing and
Daily Fisher Towers Trip: $75 Adults, $68 Youth Snowshoeing
Night Fish Towers Trip: $250 Adults, $225 Youth Half Day: $50 Adults, $45 Youth
Daily Westwater Trip: $175 Full Day: $70 Adults, $65 Youth
Overnight Westwater Trip: $425 Camping Trip: $195 Adults, $175 Youth
Ruby & Horsethief Canyons: $495 Cross Country Skiing
Ruby, Horsethief & Westwater: $795 Half Day: $50 Adults, $45
Gates of Lodore Trip: $995 Youth Full Day: $70 Adults, $65 Youth
Cataract Canyon Trip: $1,095 Overnight Yurt Trip: $295
Labyrinth Canyon Trip: $795 Rock On Session: $120 (for six weeks)

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 4.1.2. Salt Lake City County. The SLC County serves youth
and adults with physical, visual and intellectual disabilities regardless of
skill level. The activities, dates and prices SLC County offers are listed
below.
• Dances Twice a month $5
• Wheelchair Jr. Jazz January and February $37
• Sledge Hockey Fall $30
• Wheelchair Rugby October – April $20
• Bowling Tuesday and Thursday $55
• Swimming January – March $20
• Judo Tuesday and Thursday $50
• Wheelchair Softball May – September Free
• Skiing Fridays December – March $160
• Wheelchair Basketball
• Goal ball

4.1.3. Wasatch Adaptive Sports. WAS serves children, adults,

and veterans with special needs. Each program has a specific fee and is
either offered in the summer or in the winter months yearly round.
Scholarships are available to those that qualify. The activities WAS
offers are listed below.
• Snowshoeing
• Bowling
• Alpine and Nordic Skiing and Snowboarding
• Nature Hikes
• Fishing
• Adaptive Mountain and Road biking
• Snowbird Activities (tram rides, bungee jumping, alpine slide rides, zip rider rides)
• Mine and Water Tunnel Tours
• GPS/Orienteering Classes
• Boundless Playground
• Veterans programs

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(Prices of program vary and participants must contact Wasatch adaptive sports to learn more
about cost of participation)

4.2. Indirect Competition

4.2.1. ORP Utah. The ORP is an indirect competitor of the NAC
because they provide recreational programs that aim to help improve quality
of life. They aren’t targeting the same population but they are targeting the
same activities and modality of increasing participant’s quality of life.
The Outdoor Recreation Programs are offered by the University of Utah’s campus
recreation services. Over the course of the last year (2012-2013) Outdoor Adventures lead 44
different trips with over 470 students participating in activities such as rock climbing, river
rafting, cross country skiing, backcountry skiing, splitboarding, snowshoeing, and many
more. The volunteer student trip leaders are in constant training to provide a positive, safe
learning environment where students can learn and develop their outdoor skills.
Trips are offered throughout the year depending on the university academic schedule
and vary semester to semester. These are just the current trips that are being offered. The
activities, dates, and prices the ORP offers are listed below.
• Kayak Wednesday and Friday $5
• Snowshoe hike January $5
• Bryce Canyon Cross February $80
Country Skiing
• Backcountry Skiing in February $185
The Tetons
• St. George climbing February $80
• Dog Lake Snow camping February $35
• River Rafting March $250
• Mountain bike camping March $75
• Bouldering in St. George March $75
• Canyoneering April $75

4.2.2. TRAILS. TRAILS Paralympic Sports Club at the University

of Utah Health Care Rehabilitation Center is designed to prepare individuals
with SCI to engage in active living through sports and exercise programs,

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recreational experiences and education. TRAILS serves adults, youth, veterans, and active
duty military personnel with a spinal cord injury. The program is offered year round and is an
extension to the hospital-based rehabilitation so prices vary. The activities TRAILS offers are
listed below.
• Cycling
• Wheelchair tennis
• Sailing
• Swimming
• Canoe/kayak
• Alpine skiing
• Biathlon
• Cross country skiing

5. Consumers

The National Ability Center has varying range of consumers. The website states “The
National Ability Center empowers individuals of all abilities.” This may seem confusing to
some people because NAC is known for providing programming for people with disabilities
and someone without a disability may feel uncomfortable signing up to participate. But after
contacting other members of NAC’s marketing team, the conclusion was made that NAC
primarily focuses on providing services to people with disabilities, whether it be social,
cognitive, developmental, or physical. The statement about individuals with all abilities refers
to family, friends, and volunteers who may choose to participate in the activity with a loved
one.
NAC has a specialized program for members of the military to maintain a healthy
active lifestyle. They also provide group services to families. NAC’s promise to their
consumers is that they help build self-esteem, confidence, and lifetime skills. With the use of
recreation and educational programs they hope to reach their consumer’s needs.

6. Situation Assessment (SWOT)

6.1. Strengths

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 The concept of empowering individuals through recreation and adaptive activities is
timeless. It is not a fad nor is a product that will go out of style and this one of the major
strengths of the National Ability Center. NAC also has very dedicated staff. Since they are a
not-for-profit organization, the staff wages are not very high and they rely heavily on
volunteer work. The strength of this is that the workers are passionate and are there because
they would rather be nowhere else. For this reason, they are able to have a greater impact on
their customers. Another strength of the NAC is the variety of activities and programs they
offer. With so many options available, they are able to reach a wide range of preferences,
which opens up their target market.

6.2. Weaknesses
One weakness may be the main location of NAC. Since a lot of our customer base is
from Salt Lake City, the Park City location may seem too far for individuals or families to
commute to. Another weakness, which was manifest in our survey, is that NAC is not very
well known. Ironically, marketing is a weakness for the National Ability Center that we are
working to improve.

6.3. Opportunities
With advancing technology, new kinds of adaptive recreational equipment for people
with disabilities are being invented. This could be a huge opportunity for NAC to continue
expanding the variety of recreational activities they can provide to their customers. Another
opportunity could be that since the baby-boomer population is getting older, they are more
commonly found in the category of “people with disabilities”. NAC could start programming
their services to meet the needs of older individuals.

6.4. Threats
A possible threat to NAC is that adaptive recreational equipment for people with
disabilities is now very accessible. People can just go out and buy their own equipment
without having to sign up for NAC's programs. Since NAC relies so heavily on volunteer
work, another threat is that during economic crisis, staff and volunteers will not be as willing
to work without pay, and donors are less likely to donate so much.

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 7. Strategy Development

7.1. Segmentation
According to the website and as stated earlier, the National Ability Center tries to help
‘’individuals of all ages and abilities, including those with orthopedic, spinal cord,
neuromuscular, visual and hearing impairments, and cognitive and developmental
disabilities.’’ Furthermore they state that ‘’in an attempt to eliminate isolation of individuals
with disabilities, friends and family members are encouraged to participate alongside athletes
and participants.’’
A call to the National Ability Center resulted in an explanation on the ‘’individuals of
all abilities’’ ambiguity. The National Ability Center provides the services primarily to people
with disabilities, but encourages others to participate so they can experience the situations of
people with disabilities.
To consider being disabled as a lifestyle might be taken as a harsh distinction. But
unfortunately, this psychographic is the meaningful segmentation approach for the National
Ability Center. An investigation conducted by the Disability Status in 2000 shows that
approximately one in five Americans are diagnosed with one or more psychological or
physical disabilities. The metropolitan area of Salt Lake City houses almost 1.15 million
people. These two statistics combined make approximately 230,000 people with disabilities in
Salt Lake City.
As the National Ability Center encourages families or friends to participate in the
activities as well, these people should be taken into account as well. The average family size
in Utah is 3.10 individuals. Assuming every person has a limited amount of one really close
friend, the family size increases to approximately 4.10 individuals (of which 1 is disabled).

Population  of  Salt  Lake  City  

207000  
People  with  disabilities  
Family  or  friends  of  disabled  
230000  
713000  
Rest  of  the  population  

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 As shown in the graph, the population of Salt Lake City is considered to be the total
market. Within this market 230,000 individuals have disabilities, 713,000 individuals are
family or friends of the disabled, and 207,000 individuals have no relation whatsoever to the
disabled.
The segments created above are clearly defined, measurable as done above, accessible
through various media approaches, actionable by offering them the NAC programs, mutually
exclusive and exhaustive.

7.2. Target Market

As shown in our graph we have divided Salt Lake City’s population into three
segments: People with disabilities, family or friends of people with disabilities, and people
who do not have any disabilities and do not have any relation to people with disabilities.
People with disabilities: this segment is about 20% of the population in Salt Lake City.
These are people who have some type of disability be it physical, mental, emotional, etc.
Some of them may have never participated in any of the activities offered by the NAC. This
group will probably be more interested in activities that aren’t hindered by their various
disabilities.
Family and friends of people with disabilities: This group is the largest group. They
make up roughly 62% of Salt Lace City’s population. These people will vary greatly in
socioeconomic status, race, religion, interests, etc. People who do not have any disabilities
and have not relation to individuals with disabilities: The group makes up the smallest portion
of the population and like the second segment they vary greatly. This group would be the least
likely to participate in any programs offered by the NAC.
Segment People with Friends/Family of People with no
disabilities people with disabilities
disabilities
Segment Size Likely to be a small A very large Small segment.
segment. Roughly segment. Roughly Roughly 18% of
20% of Salt Lake 62% of Salt Lake Salt Lake City’s
City’s population City’s population population.
Growth Rate This group is This group is This group is
always growing always growing always growing.
Profit Margin Moderate profit Lower profit Moderate profit
margins are likely margins are likely margins are likely
because consumers because consumers because
will be more price will be more price consumers might
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 sensitive but there sensitive and there not be as price
is less competition. is more sensitive as the
competition. other segments
but there is more
competition.
Competitors Small number of A larger number of A larger number
competitors but the competitors. of competitors.
competitors will Friends and family
probably have members without
strong customer disabilities won’t
loyalty need the adaptive
programs and
equipment that the
NAC offers so they
can go to many
other recreational
facilities.
Resources/Capabilities Would require Marketing would be Marketing to this
special equipment. easy because they segment would be
Marketing to this would hear about harder because
specific segment the programs from they have no
wouldn’t be too the primary target association with
hard. market. people with
disabilities.
Need There is a greater There is less need There is less need
need for accessible for adapted for adapted
recreation. recreation and recreation in this
equipment in this segment.
segment
Goals This group would This segment also This group
fit well with the fits well with the doesn’t fit with
goals of the NAC’s goals the goals of the
company to build a NAC.
support system for
individuals with
disabilities

Because of the services the NAC offers the primary target market is people with
disabilities and the secondary target market is family and friends of people with disabilities.
These two segments were chosen because they fit with the mission and goals of the
NAC. The target segment may be small but there is a good chance that the people in the target
market will bring in more people from the secondary target market. These target market also
doesn’t have al of competitors compared to the other segments. There are a lot fewer places
that offer adapted recreation than places that offer recreational programs in general. There
might be some concern about the profit margin because people with disabilities don’t

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normally have much money to spend on recreational activities. The same goes for the families
of individuals with disabilities.

7.3. Positioning
The following attributes were generated in the process of brainstorming:
- Disabled/ able bodied - Outdoor programs/ indoor
- Adventure based programs/ programs
recreational programs - Free/ fee
- Programs for families/ programs - Programs for relatives/programs for
for individuals friends
- Physically disabled/ behavioral - Programs for able bodies/ programs
disability for those with impairments
- Limited selection of programs/large - Inclusive of friends & family/
selection of programs exclusive of friends & family

The attributes for programs for relatives or programs for friends will help address the
desires of the two target markets. The population looking to participate with their families
will be looking for family friendly programs and those wanting to do something with their
friends will be looking for community-based activities. The perceptual map will help target
people who are looking to participate in programs that are inclusive for family and friends to
participate in. Verse the attribute of a program where the individual participates alone or with
others that they don’t know.
The attributes of limited selection of programs to a large variety of programs will help
position our target market and align us with what our primary target market is looking for.
Those who are looking for specific activities will focus on a specialized community program
where others who are looking to meet the needs of a facility that provides a wide variety of
programs will be focusing on a different facility. The NAC will market towards those
individuals who are looking to participate in a variety of programs.

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 Perceptual  Map   of  The  Na1onal  Ability  Center    
Limited  selection  of  
programs    

TRAILS    
Inclusive  towards  of  
friends  and  family    

Exclusive  of  friends  

and  family    
SPLORE  

Wastach  Adaptive  
Sports    

Family  or  friends  NAC  

of     People  with  
people  with   disabilities    
disabilities    
Large  selction  of  
programs    

7.3.1. Interpretation In order for the NAC to meet its primary target market they need
to promote more of their programs that allow for relative participation. This will address the
primary target market and help them become more aware of the programs available for those
able bodied people want to participate with a relative who has a disability.
In order to address the secondary target market NAC would need to provide more
activities for those without impairment. This goes again what the NAC is trying to do but
maybe the NAC could target this population by promoting the need for able bodied people to
volunteer to work with those with disabilities and have programs for the volunteers or provide
time for those able bodied people to use the equipment that NAC has when it isn’t being used
by other programs.

7.3.2. Positioning Statement. For people with disabilities, NAC offers a wide variety
of programs that are inclusive towards friends and family. That’s because we believe that the
support and encouragement that family can provide those trying to over come obstacles is far
greater than any other kind of encouragement or support.

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 8. Tactics

8.1. Marketing Objectives

The NAC will promote their organization by raising awareness 50% to those who are
looking to participate in a large variety of activities with their friends and family, and
increasing the communities knowledge of programs provided by reaching out to families with
children who have a physical disability.
Based off the market research, NAC will invest in programs that match with the
preferences of those currently participating. Those that participate currently in NAC programs
have provided feedback with the interest in having NAC provide more programs that friends
and families without disabilities can participate in. The mission of NAC is to be able to
provide activities to those of all abilities. Currently the NAC is focusing only on activities that
incorporate some kind of disabilities. Without affecting the current programs intact for those
with disabilities, NAC will create a program based off the preference of those without
disabilities to help meet their needs.

8.2. Product
The NAC currently offers several different recreational experiences including camps,
equestrian programs, competition programs, military programs, sports and recreation, group
programs, and other featured activities. They also provide training and equipment rentals.
A new program that could be offered by the NAC is “Over the Hill Camp” this will be
a day camp geared toward senior citizens.

• Growth: As people age we get more elderly people and the elderly people will tell
their friends and that will also help our program grow.
• Maturity: After the program is established and the elderly people in the community
know about it and come regularly. Other companies might start doing day camps
for the elderly population.
• Decline: The elderly people will die or they might become homebound or be
placed in hospital care and that will hinder their participation in our program.

Planning: Give the participants a list of activities they can participate in and what they
might need to bring or wear for the day. Have a paper they fill out telling the program

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providers if there are any dietary restrictions or any medical issues that might interfere with
the individual’s participation.
Travel to: We can have busses or vans that will transport the participants from their
homes or from the assisted living facility to the NAC location where the camp will be held.
Participation: Make sure the participants are enjoying themselves and make sure the
activities are appropriate for elderly individuals.
Travel back: We’ll have the busses/vans take them back home at the end of the day
and we can provide snacks and drinks for the ride.
Recollection: The participants will receive t-shirts while at the camp.

8.3. Price
The detailed list of pricing that is found on our website is very similar to that of our
competitors. As stated earlier, the NAC is a not-for-profit organization, and the main goal is
reinforcing relationships and building support systems. Therefore, it is fair to conclude that
the pricing strategy is only to cover the costs made by NAC, including a small margin to
account for future expenses. Since making money is not the first and foremost priority, our
pricing objective is to maximize participation and the pricing strategy of the NAC will be
penetration pricing because we want to encourage people to sign up for our programs. To
maximize participation, we will set prices for our services slightly lower than our competitors.
We are confident that people will enjoy our programs and the variety we offer, so once
market share is gained, we can increase prices to cover our costs.
We also offer scholarships, which are made possible from generous donations. These
are used for people who are unable to pay for participation in our programs. We will start
giving discounts or coupons to the family and friends of those receiving scholarships so that
they can come participate with their friend or family member. This will help raise awareness
of NAC and bring more people in.

8.4. Place
The National Ability Center has many locations for their services based on the
activity. But the central location where most everything takes place is in Park City. They have
26 acres of land for many recreational activities including indoor rock climbing, horseback
riding, archery, etc. It is also minutes away from an indoor ice rink, a reservoir, ski resorts,
and beautiful hikes. Being in Park City also provides clean mountain air and a scenic getaway
from the big Salt Lake City.

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 However, a large portion of our target population comes from Salt Lake City, so the
farther distance might be a limitation. Currently, consumers are in charge of getting
themselves to NAC on their own, and then NAC will transport them to whatever activity they
have planned. Although NAC sometimes partners with different facilities in the valley, NAC
should think about opening a Salt Lake location with a shuttle system from one location to the
other depending on what activity an individual is signing up for.

8.5. Connection and rationale

As stated earlier, the NAC is a non-profit organization, and the main goal is
reinforcing relationships and building support systems. Therefore, it is fair to conclude that
the pricing strategy is only to cover the costs made by NAC, including a small margin to
account for future expenses. However, they do look at the competition, as they obviously do
not want to be much more expensive than their competitors.
Therefore, the pricing strategy of NAC is a mix between market-oriented pricing and
cost-pricing. Market-oriented pricing, because NAC looks at the market to determine their
prices, but cost-pricing because they at least want to break even. Furthermore, there should be
a difference in price for the primary and secondary target market. As stated earlier in the
pricing section, the price for disabled people can be driven down by giving out scholarships.
Also, the promotional activities like coupons lower the prices.
We also recommend extending the participation of family and friends of the disabled
participants in the programs. NAC is currently working on this, and we highly suggest they
keep working on this. The feedback from their participants provides enough data to build
asolid foundation of the further incorporation of people without disabilities.

9. Promotions

The main promotional activities for NAC will be done through flyer distribution and
online advertising. This will create awareness and hopefully liking amongst the primary and
secondary target markets. To extend this path of promotions, the experience days are created.
This lets people try out the position of disabled person in various activities. After participating
the buzz should be maintained by giving out t-shirts, small giveaways, and coupons/discounts.
All of the above is explained in a more extensive way below.

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9.1. Flyers
As mentioned earlier, the NAC raises their funds mainly via fundraisers. On these
fundraisers the ‘’about’’ flyers are good to attract sponsors. However, this flyer mainly
discusses what the NAC is about, and what their history looks like. We recommend showing
them another flyer that is more consumer aimed. In this way the sponsors can see where their
money goes to and what their money does for the consumers. The new flyer gives a short
introduction about what NAC does, and what programs they offer. Also it gives the contact
information. By keeping a simple and clean format for a flyer a consumer (and in this case the
sponsor) can see all the important information about NAC within a couple of seconds. The
flyer that will be used is shown below.

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 Obviously, the flyer can also be distributed at various other locations. The primary
target market is people with disabilities, so the flyers can be distributed through the various
daycares, weekend cares, and other facilities for people with disabilities. The secondary target
market is the friends and family of people with disabilities. As these people need normal lives
and don’t have a specific age or activity preference, the flyers can be distributed to them
through grocery stores, universities, and direct mailing.

9.2. Online banner ads

Apart from the several hardcopy flyer that will be distributed, the online component of
the NAC promotional plan is of utmost importance. The main idea behind this is that
according to InternetWorldStats almost 80% of the American population uses the Internet on
a daily basis.
We recommend using banner ads on any websites about disabled-related activities,
clothing, equipment, or people. As the NAC works closely together with the American
Paralympic team, we recommend advertising on this website. That should look something like
this:

For other websites, it is very possible to implement various banners. Websites that sell
customized clothes or equipment for people with disabilities should have NAC banners on
them. That should look something like this:

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9.3. Experience days
A second promotional strategy that NAC will use to target it's market is to provide a
day where anyone can come and experience what it is like to use adaptive equipment. This
will help the family members of those with a disability to learn and experience what it is like
to use adaptive equipment. This will help both the family and the individual with a disability
experience something together and bring in people who are unsure about the use of adaptive
equipment to recreate.
People we will have opportunity to learn more about programs that the NAC provides
and sign up if they are interested in participating. This will be an event open to the community
also so they can be educated and experience something new.

9.4. T-shirts and giveaways

Providing t-shirts with the NAC branding on it will be given to all participants who are
involved in an NAC program. This branding will hopeful spread through the participants’
community. As the participants hopefully will wear the NAC-shirt and spark conversation
with those who don't know about the facility or programs offered.
Other giveaways like buttons, key-cords, or even participation certificates hopefully
extend this way of sales promotion and create a buzz within the participants’ community. The
advantage of these kinds of promotions is that they are very low cost, but often spread the
word and create a positive image.

9.5. Coupons
As a last incentive to come to the NAC coupons will be given out at the experience
days. The coupons will represent a set discount rate for people with disabilities and people
without disabilities respectively.

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 10. Measurements

Looking at the yearly overview of the costs from NAC so far, it is clear that they have
done measurements so far. Therefore, we can conclude they can decide on a baseline. The
total Marketing investments, the coupon costs and the sales with these coupons can be
calculated. From here, the Return on Investments can be calculated and looked at.

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 11. Appendices

APPENDIX A

FAMILY ACTIVITIES: (Register for three and save $25)

ACTIVITY DATES COST
BLAZING SADDLES:
Horseback ride and campfire songs.Location: National June 27 $25/per person
Ability Center (6:00PM-9:00PM)
PARENT’S NIGHT OUT: Respite for Mom and Dad.
Activities designed to suit the group! Location: TBD. July 11 $25/per person
(5:00PM-10:00PM)
CYCLING SATURDAY: Offsite cycle ride and
July 26 $25/per person
BBQ! Location: TBD. (10:00AM-2:00PM)

MARSH M’ARROWS: Archery and S’Mores! Location:

August 15 $25/per person
National Ability Center (6:00PM-9:00PM)

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ADAPTIVE HORSEBACK RIDING:
Winter Spring
LESSON TYPE
SESSION 2 SESSION 1
Group w/ Disability *$100/$120 *$175/$210
Single / Private Lesson $50 / per lesson
Group w/out Disability *$145/$175 *$245/$295

SPRING CAMPS: DATES COST

Action Camp – Overnight March

$350
(Ages 8-18 / Spinal cord injury and/or amputation) 26-30

Spring Break Day Camp April $75/day or

(Ages 8-18 / Intellectual and/or physical disabilities) 14-18 $325/week

COST
(EARLY
SUMMER CAMPS: DATES BIRD/
AFTER MAY
13)
Camp Open House June 5 FREE
Discovery Camp – Adventurers & Crusaders Combined
June $310/
(Ages 8-18/Autism Spectrum, Cognitive/Developmental
9-13 $375
Disabilities)
Camp Giddy Up June $420/
(Ages 8-18/ All Abilities) 16-19 $480
Discovery Camp – Adventurers June $310/
(Ages 8-18/ Autism Spectrum) 16-20 $375
Camp Giddy Up June $420/
(Ages 8-18/ All Abilities) 23-26 $480
Discovery Camp – Adventurers June $310/
(Ages 8-18/ Autism Spectrum) 23-27 $375
Discovery Camp – Crusaders June $310/

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(Ages 8-18/ Cognitive, and Developmental Disabilities) 23-27 $375
Discovery Camp – Intro Camp
July $120/
(Ages 6-8/ Autism, Cognitive, Developmental, and
7-11 $150
Physical Disabilities)
Discovery Camp – Siblings Camp June 30 - $120/
Ages 8 – 18/ All Abilities) July 1 $150
Camp Giddy Up July $420/
(Ages 8-18/ All Abilities) 7-10 $480
Discovery Camp – Adventurers March $310/
(Ages 8-18/ Autism Spectrum) 26-30 $375
Discovery Camp: Pathfinders July $310/
(Ages 8-18/ Physical Disabilities) 7-11 $375
Discovery Camp: Adventurers July $310/
(Ages 8-18/ Autism Spectrum) 14-18 $375
Discovery Camp: Crusaders – Overnight July $500/
(Ages 12-24/ Cognitive, and Developmental Disabilities) 14-18 $550
Discovery Camp: Sibling Camp July $170/
(Ages 8 – 18/ All Abilities) 21-23 $190
Discovery Camp: Intro Camp
July $170/
(Ages 6-8/ Autism, Cognitive, Developmental, and
21-23 $190
Physical Disabilities)
Camp Giddy Up July $420/
(Ages 8-18/ All Abilities) 28-31 $480
Camp Vision & X-treme July 28- $500/
(Ages 12-18/ Visual Impairment & Physical Disabilities) Aug 1 $550
Discovery Camp: Adventurers August $310/
(Ages 8-18/ Autism Spectrum) 4-8 $375
Discovery Camp: Crusaders August $190/
(Ages 8-18/ Cognitive, and Developmental Disabilities) 11-13 $210
Discovery Camp: Kids Rock The World August $190/
(Ages 10-16/ Diabetes) 11-13 $210
Summer Action Camp – Overnight
August $500/
(Ages 9-16/ Teens with Spinal Cord Injury and/or
15-19 $550
Amputations)
AQUATICS:
Winter Spring
LESSON TYPE
SESSION 2 SESSION 1

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Aquatics Session – Ecker Hill – Park City *$60 / $70 *$85 / $95
Aquatics Single Lesson – Ecker Hill – Park City $20/lesson $20/lesson
NORDIC SKIING & SNOWSHOEING: Location – National Ability Center
LESSON TYPE DAYS & TIMES COST
Single Private Lesson As requested and as available. $20/hour
Single Group Lesson As requested and as available. $15/hour

BIATHLON: Location – National Ability Center

LESSON TYPE DAYS & TIMES COST

Half Day Biathlon Saturdays | January 5 – April 12 | 9:00AM- $25 per person /
Experience 12:00PM per day

INDOOR ROCK CLIMBING: Location – National Ability Center

LESSON TYPE DAYS & TIMES COST
Monday-Sunday | 9:00AM-
Single Private Lesson $20/hour
7:00PM
Monday-Sunday | 9:00AM-
Single Group Lesson $10/hour
7:00PM

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APPENDIX B

THE NATIONAL ABILITY CENTER / BRONFMAN FAMILY RANCH AND

RECREATION CENTER
In 1996 an anonymous donor provided the National Ability Center with 26-acres of pristine
land minutes from three world-class ski resorts and Main Street in Park City. As the
culmination of our founders’ life-long vision, the National Ability Center is a place where
there are no boundaries — a place for self-discovery, and a place where everyone can
challenge their abilities to achieve their personal best.

RICHARD E. MARRIOTT PROGRAM SERVICES BUILDING

The Richard E. Marriott Program Services Building is state-of-the-art and features: a 32-foot
indoor rock climbing wall; a 400-square-foot reception area; a 1,200-square-foot multi-
purpose room that can be divided into three separate 400-square-foot meeting spaces; a 20-
person conference room; administrative office and meeting space. Reception and meeting
spaces can be rented by groups and individuals for programs, trainings, events and receptions.

The National Ability Center is a proud partner of Rocky Mountain Power’s Blue SkySM
renewable energy program. With the support of Blue Sky customers, a 30.1-kilowatt solar
array was installed on the roof of the National Ability Center’s program services building in
2013. This photovoltaic system — made up of 118 solar panels measuring 3×5-feet each —
harnesses energy by converting light into an estimated 43,819 kilowatt-hours of electricity
each year. Online Solar Monitoring
QUESTAR PAVILION
The outdoor Questar Pavilion can accommodate groups for picnics and barbecues. Grills,
picnic tables and a beautiful outdoor setting provide all the amenities you need to have the
perfect group gathering.

PEERY SCOWCROFT EQUESTRIAN CENTER

The Bronfman Family Ranch and Recreation Center is home to a diverse herd of horses. The
Equestrian Program utilizes six pastures, eleven stalls, a tack room and indoor and outdoor
riding arenas. The facility can be utilized for events and fundraisers and is equipped with
lighting and heating for winter and evening events.

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LODGE
The lodge is a two-story facility approximately 7,500-square-feet in size. It includes 25
double occupancy rooms with private baths. The building features a lobby and common
gathering area as well as a kitchen and dining area. Outside vendors are available for catering
services. Housekeeping services are offered and a resident manager is on the premises.

EASTON FAMILY ARCHERY RANGE

The Easton Family Archery Range was completed in the fall of 2012. Archery is a popular
and growing recreational and Paralympic sport, and the range is used by groups, families,
individuals and camps. The shooting area is covered by a shady pavilion, and targets can be
placed anywhere from 10 to 70 meters. In the winter, the area is maintained and groomed and
is often used as a staging area for cross country skiing, snowshoeing and biathlon.

MOUNTAIN CENTER
Our flagship facility, dating back nearly 20 years, is home to the origins of The National
Ability Center. The 1,800 square foot facility continues to house our winter ski and
snowboard programs at the base of Park City Mountain Resort. The facility has a robust
winter program schedule supported by more than 60 mission-minded, full-/part- time staff and
volunteers. Recent renovations have allowed the facility to be more accommodating, with
improved interior flow, technology upgrades and a spacious 500-square-foot exterior deck
with new ADA accessible ramps.

JORDANELLE STATE PARK & RESERVOIR

Jordanelle State Park surrounds a reservoir in Wasatch County, just south of Park City and the
National Ability Center Ranch. The reservoir at this state park is very popular for boating,
water sports and fishing. The National Ability Center utilizes its recreation popularity to
operate Water Sports programs including water skiing, wake boarding, kayaking, canoeing
and paddle boarding.

AQUATICS CENTERS
The National Ability Center offers aquatics programs year-round. To host our lessons, we
utilize local aquatics centers such as the Park City MARC and Ecker Hill Aquatics Center, as
well as the Heber Aquatics Center in Heber City.

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PARK CITY ICE ARENA
The Park City Ice Arena is an indoor, year-round facility. The Olympic-size ice sheet offers a
variety of activities including open skate sessions, private lessons, group rates, corporate
outings and children’s camps. The National Ability Center uses the arena to host recreational
and competitive sled hockey activities.

PARK CITY & ROUND VALLEY

Park City, Utah is far more than a ski resort town. Here, you’ll find a scenic mountain
community filled with year-round activities and an action-packed calendar of events that
extend far beyond skiing and snowboarding. Our three top-rated resorts – Deer Valley Resort,
Canyons Resort and Park City Mountain Resort – will keep your schedule filled with
everything you could ever want for your next vacation, whether it be summer or winter. In
fact, all three of these incredible resorts were recognized in SKI Magazine’s Top 10 Ski
Resorts Reader Survey.
The National Ability Center is situated in Round Valley, just minutes from Park City’s main
street. Round Valley contains more than 690-acres of contiguous recreational open space and
is considered by many locals as Park City’s playground. The area boasts over 30 miles of high
desert trails, which provide spring through fall recreational opportunities. Moreover, during
the winter months, approximately 15 kilometers of groomed trails are made available for
snowshoe and cross-country ski enthusiasts. Also located in the Quinn’s Junction/Round
Valley area are National Ability Center recreation and wellness program partners: Park City
Medical Center, Summit Pediatrics, People’s Health Clinic, U.S. Ski and Snowboard
Association, Park City Municipal Ice Arena and Park City Sports Complex.

ADDITIONAL COMMUNITY LOCATIONS

Aside from our own campus and regular activity locations, we partner with additional
community facility resources, including: Acord Ice Center in West Valley City, Utah Olympic
Park, Snyderville Basin Special Recreation District, White Pine Touring, Soldier Hollow
Resort and the Uinta National Forest.
- See more at: http://www.discovernac.org/about/facilities/#sthash.QsGWyetF.dpuf

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APPENDIX C

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