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

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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 couldn’t 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. Carol’s plan, then, involved a seasonal promotional gimmick—to be implemented from late winter to late spring— that would attract the large summer crowd. Her idea worked! During her second winter, Carol
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