REQUEST FOR PROPOSAL

Attn: DeNure Tours

Submitted By:
Aslihan Arikan, Hilary Weaver & Kaitlin Littlebear
133 Bloor Street West
Toronto, ON M5R 1C4
www.inspirationalmarketing.com
647-244-0611
marketing@inspirationalmarketing.com
April 19th, 2017

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 Table of Contents

Introduction ………………………………………………Page 3

Research…………………………………………………...Page 4
Problems / Opportunities……………………………………………Page 4 - 5
Competition…………………………………………………………Page 5

Planning……………………………………………………Page
Objectives……………………………………………………………Page
Target……………………………………………………………….. Page
Strategies……………………………………………………………. Page

Execution / Implementation………………………………Page
Initiative ……………………………………………………………..Page
Communication………………………………………………………Page
Budget Consideration………………………………………………...Page
Budget………………………………………………………………...Page

Evaluation / Metrics………………………………………..Page

Conclusion / Executive Summary………………………….Page

Bibliography…………………………………………………Page

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 Introduction

A proud family-owned Canadian travel company, DeNure Tours, began operations

in 1960 and has been in business just over five decades. They have a numerous
amount of tours available on their website along with many choices of travel. This
includes travelling by motor coach, train, air and sea. They pride themselves in
having ownership over their own coach busses, which allow them to provide
spacious seats for a comfortable journey to their clients’ destinations.

Our company, Inspirational Marketing, would like to take the given opportunity of
starting a new campaign with DeNure Tours. Creative ideas have positive effects
on sales. As DeNure Tours has changed their target market age range from 65+ to
a 55+ group, our team brainstormed innovative ways to appropriately approach this
delicate task as we do with all of our clients marketing initiatives. This report has
been put together to show our approach in experiential marketing by grasping a
new target market for a long-existing successful family company.

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 Research

DeNure Tours was started and founded by Fred and Dorothy DeNure in 1960 in
Lindsay, ON. The company started off with day trips to Toronto areas and longer
day trips to Atlantic Canada. As the business grew DeNure Tours purchased a
property in Daytona Beach, Florida in 1973 which they have now are very well
known for their on-site destination. The company expanded that opportunity to
both Myrtle Beach, St. Petes Beach and Destin from 1977 to 2011.

DeNure Tours now offers multiple modes of transportation including coach buses,
train, plane and cruise. They have a good inventory of their own motor coach buses
which allow for more control on the touring element as per cost of travel and
overall a better experience for the clientele.

Problems and Opportunities

The current problems we find DeNure Tours faces is that the current tours are set
for 65+ not for 55+ travelers, making the activity level lower than that of what a
55+ travelers are looking for. The current demographic of 65+ are getting older,
which is not allowing them to travel as much as they used to. Through DeNure
Tours efforts of different marketing campaigns, they haven’t been truly successful
at reaching their new target demographic market of 55+ knowledge seekers, empty
nesters looking for a high activity level interested in history, arts, culture, wine,
culinary, architecture and galleries.

There are great opportunities for DeNure Tours, however the competition is very
small for the brand. DeNure Tours is a Canadian company that travels worldwide
and is specifically now targeting the 55+ age group. There are very few travel
companies in Canada that offer this kind of travel. Therefore, the company can
become number one in their field if promoted correctly. Also since 30% of the

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clients travel alone it might be possible to include a “singles” tour for 55+
individuals to go on that aim at making new friends. By doing this it could expand
their client base. Since everyone on this tour will be single it won’t make them feel
like they are intruding on a “couples” romantic getaway.

Competition

We found that the main competition to DeNure Tours is senior discovery tours.
They are a travel company based in Canada aiming at 55+ age range and are
worldwide. They have also been open for 40 years and are very high on the Google
search engine and also have a Facebook Page. Throughout our research we
Googled “55+ travel groups in Canada and also without the word Canada” and
their website came up on the first page both times and DeNure Tours did not.

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 Planning

Objectives

1. To grow the target market by from 65+ to 55+. Bring in new clients that are
in the age range of 55+.

2. Profitability increase in sales of the tours by using the experiential marketing

campaign for the new target market to increase sales/profit by 10%.

Communication Objectives

1. Increase brand awareness (get the name out to the 55+ public). Specifically,
through Facebook, Twitter and our email subscriptions. We will also have a
hashtag connected to the campaign #CheckItOffWithDeNureTours.
Influence (sales volume) purchase intent: motivate customers to buy through
emails. Develop sales leads: get the 55+ prospective consumer to show
interest in the company with the experiential marketing campaign by get
emails with the ballots and then email them info about the company. Build
support and acceptance: with their current client base and assure them that
the change is good.

2. We hope that this objective is something that our target market finds fun. In
that case, they end up relating DeNure Tours with fun activities and a travel
company that they would like to book with providing that emotional
connection in a fun way.

Target
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We will be focusing on our target market of 55+ also known as knowledge seekers.
These clients will most likely be people who are perhaps empty nesters who are
adventurous and are looking for the active people who are mature, fit and healthy.
They are people that would like to be educated in their travel experiences with
interests in: history, arts, culture, wine and culinary, architecture and galleries. This
type of market use both traditional and experimental media forms.

In this case, we will use both online and traditional marketing methods in order to
attract the target market from both angles. We hope to interest the clientele by
making them aware on what DeNure Tours offers and the benefits of DeNure
Tours.

Knowledge Seekers: travel is about expanding their knowledge and stimulating the
mind. They are 55+ couples- high levels of activities, empty nester with money.
Interests are history, arts, culture, wine and culinary, architecture, galleries.

As per this type of digital target focus we will be focusing much on

communication forms such as Facebook and Email Subscriptions in order to grab
their attention as that the more commonly used forms of digital aspect they use.

Strategies

The following are the strategies we wish to implement:

1. Connect 1,200 new clientele under the new target market

2. Increase overall sales by 10%
3. Provide further social media interaction and integration
4. Provide a new fun touring company for 55+ to enjoy

For this marketing strategy to be successful, we will use our experimental

marketing campaign of “Check Off Your Bucket List with DeNure Tours.” This
will engage the target market of 55+ passing by with an emotional fun aspect to
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participate in a new activity representing the fun and exciting activities that
DeNure Tour have to provide also on their tours around the world.

This campaign will run for 2 weeks, 3 of the 7 days (Monday, Wednesday, Friday)
a week during the month of November, where more people will be using the
underground pathway allowing for greater traffic. We found that this would be a
good time period to do this campaign as it is cold outside and people would be
thinking about planning their trip in January or February. On each day, the booth
will be set up for 10 hours per day from approx. 8am to 6pm. We hope to reach
around 20 people per hour allowing us to have an approximate level of 1,200 new
potential clientele, which will hopefully eventually lead to future growth sales
overall of 10%.

Social Media exposure is another one of our major strategy focuses. In doing so,
we wish to use our hashtag of #CheckItOffWithDeNureTours. This will be added
to all of our merchandise given away at the booth and spread all over our Facebook
promotions and email subscriptions allowing for everything to be connected.

Our main focus from this campaign booth is we want the target market of
knowledge seekers to connect with the fact that DeNure Tours is a fun exciting
company that offers a wide variety of destination travel tours with daily fun
activities that would provide them with the history, culture, wine or architecture
that they so desire.

Access – We will access our target market both online and in person. For online
we will focus on Facebook and email subscriptions and our experiential marketing
campaign booth for our in person access.

Engage – We will engage our target market with their ability to visit the campaign
booth allowing for a fun and interactive experience, leaving them excited and
emotionally happy. We will connect with the people by asking them questions
about where they have been and where they wish to travel. This will allow them to
learn what DeNure Tours has to offer.

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This type of demographic like to see and do things in person compared to
everything online. This experimental marketing campaign will allow for this target
market an emotional happy aspect of fun and exciting.

We plan on increasing the traffic to the DeNure Tours website through this
campaign merchandise and handouts and providing links to the website promoting
the grand prize contest details. The word of mouth from the booth location alone
will be a great aspect in order to get the DeNure Tours name out there.

Advocate – We will advocate our target market by posting on Facebook regarding

their chance to win a trip to Cape Cod valued at almost $5,000. In order for them to
participate and enter they must come visit us at the campaign booth in order to fill
out their ballot. They could then post a picture and tag the hashtag to allow others
the knowledge and come check out the booth as well.

Converting – We plan on converting our target market by turning them into valued
DeNure Tour customers. By them coming to the booth, and providing their email
with the ballot we will be able to keep in contact and connection with a wide new
variety of our target market. In the end, we then would hope that we could convert
that into dollars and a profit for DeNure Tours.

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 Execution/ Implementation

Initiative

Our initiative from Inspirational Marketing is to provide DeNure Tours with an

exciting and engaging marketing program. In doing so, we have come up with a
creative and interactive marketing campaign to promote DeNure Tours, as well as
encourage long time customers to come back.

For the theme of the experimental engagement marketing campaign we have come
up with “Check Off Your Bucket List with DeNure Tours.” We have come up with
this idea in that we feel that the target market of 55+ knowledge seekers are at a
time in their life where they want to travel and explore new places and what they
have to offer. We thought this could be a fun and encouraging way for this
particular age group to be encouraged to explore the world in doing so with
DeNure Tours.

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The experiential engagement-marketing program will take place at the Brand
Activation Booth of the First Canadian Place Plaza in Downtown Toronto. There
will be a chance to win the grand prize trip for 7 days to Cape Cod when you fill
out and enter the ballot after participating. This will be the draw in factor, which
will get people involved in the booth. We will have approximately 10
volunteers/staff in order to run the booth. This will involve 4 volunteers in the front
asking people walking by if they would like to “Check Off Their Bucket List with
DeNure Tours?”. In order to do so they will have to go through multiple steps:

1. Each of the 4 volunteers up front will be holding a purple steel bucket that
says “Check Off Your Bucket List with DeNure Tours,” with check marks on
it. The participant will put their hand in the bucket to pick from 4 different
ways of transportation DeNure Tours travels with being Bus, Airplane, Train
and Cruise.
2. Once the participant picks their mode of transportation they will then go to a
spin wheel designated to their mode of transportation with 4 different
volunteers in order to assist them with the spinning. There will be 4 different
spin wheels according to the mode of transportation. Each wheel will have a
destination that DeNure Tours goes to by that mode of transportation. For
example, let’s say the first participant picks a bus from the bucket they will
then be shown to the “Bus Wheel.” On the bus wheel, there will be multiple
destinations that DeNure Tours goes to by bus.

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 3. Then, once the participant lands on a destination they will be given a swag
DeNure Tours item best suited for the destination they stopped at on the
wheel.
4. Lastly, all participants will fill out a ballot to enter to win the Grand Prize 7-
day Trip to Cape Cod. Which will include an email portion for further
communication and potential clientele to keep them updated on DeNure
Tours being offered.

Communication

As part of our communication tactics we would like to use two new media tactics
including Facebook promoting/page and Email subscriptions. With the help of
Facebook and their marketing strategy programs we will focus on targeting our
market of 55+ knowledge seekers. In doing so, we will connect the grand prize trip
with the interest of getting people involved to participate. The users then click on
the Facebook Ad and get directed to the Facebook Page campaign.

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The user will then be given the details of the event and also dates and times
including location in order to come visit us down at First Canadian Place to enter
and take part in the promotional aspect of our campaign. First Canadian Place
provides in it of itself a lot of foot traffic for our target market which will drive in a
lot of direct communication promotion as well.

Secondly, from the promotional use of Facebook and people who come visit us at
First Canadian Place, we will use the ballot form of email subscriptions in order to
stay connected with all the participants on current updates from DeNure Tours and
new exciting trip packages. This will be done through the campaign combining the
two aspects of communication. This will allow for not only this one-time
connection with the target market, but also further connections of interest to the
target market for future endeavors.

Budget Considerations

For the budget, we had to consider multiple avenues and which would be the most
beneficial according to our budget and company we were trying to promote. We
took into consideration the venue rental, the grand prize trip and our staff /
volunteers for the event.

Some other items we had to consider were such things like our props, merchandise
materials and promotional costs. We have researched and investigated a detail
price list on the different items needed in order to run this campaign. You will find
all of the items listed below and pricing were pulled from different event
companies providing the supplies needed for the campaign, as well as

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 Budget

Item Unit # Cost Total Notes

Venue Rental 6 days $ 3,390.00 $20,340.00 Spread out between 2

weeks
First Canada
Place Brand
Advertising
Booth
Facebook 1 $ $ 350.00 Run for 14 days/ 2 weeks
Advertising 25.00/day
Volunteers/ 10 $ 50.00/ $ 3,000.00 There will be 6 days total.
Staff day
Props Items sourced from
Lowes, Toys R Us and
Spin Wheels 4 $ 80.00 $ 320.00 Event Rental Company in
Buckets 4 $ 20.00 $ 80.00 Toronto.
Toy Animations 16 $ 20.00 $ 320.00
Tables 4 $ 20.00 $ 80.00
Banners 4 $ 100.00 $ 400.00
Grand Prize 1 $ 2,495.00 $ 4,990.00 To Cape Cod for 2 people
for 7 days
Merchandise All items were priced out
from Toronto
Water Bottle 250 $ 5.76 $ 1,440.00 Promotional Projects
Umbrella 250 $ 4.97 $ 1,192.80
Lanyard 250 $ 2.19 $ 547.50
Drawstring 250 $ 2.15 $ 537.50
Backpack
Buster Cap (Hat) 144 $ 5.96 $ 858.24

Overall Total $ 34,456.04

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 Evaluation/ Metrics

With extensive research along with some information we have received from our
client, DeNure Tours, our experiential marketing tactic will work greatly to
connect with 1, 200 new clientele and potentially more. While reaching out to new
clientele we aspire to increase overall sales by 10%. This will occur within time
limitations, however, we will implement a social media strategy with interaction
and integration. Inspirational Marketing strives to implement a new marketing
campaign that will show a fun way of touring for the 55+ target market. We will
only have numbers and statistics available once the social media page launches on
Facebook with our hashtag #CheckItOffWithDeNureTours, which then we can
track via online tools such as Digimind or Keyhole. These tools will narrow down
our tabs on the hashtag, geo-filtering, and related keyword identification.

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 Conclusion/ Executive Summary

Inspirational Marketing sees that DeNure Tours has a great opportunity to be the
#1 touring company in the GTA. With such a wide variety of tours provided with
exceptional activities throughout the trip it is a perfect fit for the target market of
55+ knowledge seekers with their desire to be out exploring and active. However,
there still seems to be a disconnection from that clientele and through our
experimental marketing campaign we believe we can truly bring that connection
together.

This experimental marketing campaign will ultimately help with your online
presence, provide you with a vastly larger group of clientele and ultimately
bringing in an increase in sales revenue overall.

By using the experimental marketing idea of “Check Off Your Bucket List with
DeNure Tours,” will give you the opportunity to expose your company to a wide
variety of potential clients you wouldn’t have otherwise. The First Canadian Place
is a high traffic area of the exact target market of 55+ knowledge seekers providing
a fantastic opportunity.

We have an extremely strong and qualified team bringing in the qualities and
requirements needed such as, creative, organized, time management, detail
oriented making sure this marketing campaign runs smoothly and most importantly
is successful.

In conclusion, we believe at Inspirational Marketing we truly would be a great

option for your company. We wish to provide you with an exceptional experience,
while connecting your company with the clientele it so deserves through the
experimental marketing campaign inspiring them to check off their bucket list with
DeNure Tours.

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Baby Boomers: Cash Cruise Slots

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cash-cruise/

Brand Activation Booth. (n.d.). Retrieved April 18, 2017, from

http://myfirstcanadianplace.ca/building-info/brand-activation-booth

Home.(n.d.). Retrieved April 18, 2017, from https://seniordiscoverytours.ca/

Our Story | DeNureTours. (n.d.). Retrieved April 18, 2017, from

http://denuretours.com/about-us/

Savić, V. (2016, May 13). Funny graphic puns by PunnyPixels. Retrieved April 18, 2017,
from http://www.popwebdesign.net/popart_blog/en/2016/05/funny-graphic-puns-by-
punnypixels/

Writer, L. G. (2011, May 27). Examples of Objectives for a Company. Retrieved April 18,
2017, from http://smallbusiness.chron.com/examples-objectives-company-10536.html

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