Carol Case

Carol Case - CASE STUDY: Carol Veldt, owner of Seagull...

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Unformatted text preview: CASE STUDY: Carol Veldt, owner of Seagull Terrace, watched her investment grow from a small, seaside motel to a thriving year-round resort in just a few years. Atop a bluff overlooking the Maine coast, Seagull Terrace has attracted thousands of visits during the summer months, but then faced a tremendous downturn in business during the winter months. But, give the industry in the nearby towns, very little year-round competition, and our close proximity to Portland, Carol said, I couldnt understand why seasonality had to hit Seagull Terrace so hard! So Carol spent her first winter devising a new marketing plan. She put together a promotional package designed to attract business travelers year-round. Carols plan, then, involved a seasonal promotional gimmickto be implemented from late winter to late spring that would attract the large summer crowd. Her idea worked! During her second winter, Carol greeted numerous business travelersboth satisfied repeat guests as well as new guests who had...
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