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Leon Hess Business School

Business to Business Marketing: The Spring Lake Business Improvement District Project

BACKGROUND OF THE PROJECT

The Spring Lake Business Improvement District, in collaboration with the Leon Hess Business School Dean’s Office, Prof. Robert Mika, and students of BK 452 class in spring 2016 semester, worked together on a project that intends to promote the Borough of Spring Lake. The unique exhibit event that runs between September and December 2016 aims to attract individuals and business entities to the Borough of Spring Lake. Business students involved in this project were required to prepare a detailed promotional plan that was presented to the organization towards the end of the semester. The class was broken down into nine to ten groups with three to four students on the average in each group. This initiative provided engagement experience to business students allowing them to relate the concepts that they learned in the classroom to a “real world” situation. Additionally, this effort fostered relationships between the Leon Hess Business School and the outside community.

ABOUT THE SPRING LAKE BUSINESS IMPROVEMENT DISTRICT EXHIBIT

The Seward Johnson Atelier, Inc. and the Spring Lake Business Improvement District have joined together to exhibit fourteen life-sized sculptures by world-renowned sculpture and New Jersey native Seward Johnson in the fall of 2016. The sculptures will be on display in key outdoor locations in downtown Spring Lake, from the train station to the flag pole to the Community House, for residents and visitors to enjoy from mid-September through mid-December.

Many residents are familiar with Mr. Johnson’s work through the 42-acre Grounds for Sculpture which he created in Hamilton, NJ on the old New Jersey Fairgrounds. More than 270 sculptures by renowned and emerging contemporary artists are displayed on the grounds each thoughtfully positioned on meticulously landscaped parkland full of thousands of exotic trees and flowers.

The Spring Lake Business Improvement District, along with art enthusiasts from Monmouth County, is planning numerous activities to coincide with the outdoor exhibit, including:

  • Ribbon-Cutting Ceremony with the Spring Lake Mayor
  • Docent-led tours as well as Self-Guided Walking Tour
  • Guest Speakers
  • Educational Curriculum Available to Schools/Colleges
  • In-Store Events
  • Local Artists Exhibits

The outdoor exhibit will be accessible to the public at large with no admission fee. The exhibit is being funded by monetary donations from local businesses and private individuals.


BUSINESS TO BUSINESS MARKETING
BK-452 | SPRING 2016 SEMESTER | PROF. ROBERT MIKA

CASE #3
PROMOTIONAL PLAN FOR THE SPRING LAKE BUSINESS IMPROVEMENT DISTRICT

OVERVIEW

Students will be asked to assist the Borough of Spring Lake, in particular, the Spring Lake Business Improvement District, in developing a promotional plan for the upcoming outdoor art exhibit, which is scheduled to run beginning in September until December, 2016.

The exhibit will include fourteen life-sized sculptures by renowned sculpture Seward Johnson. The sculptures will be on display in key outdoor locations in downtown Spring Lake from the train station to the flag pole to the community house for residents and visitors to enjoy. The outdoor exhibit will be accessible to the public at large with no admission fee.

CASE ANALYSIS

Plan components/sections to be addressed in both the Oral presentation and the Written Case Analysis:

  1. Overview/Promotional Objectives
  2. Define the Target Market
  3. Develop the Message – What you want to say and how to say it
  4. Select the Individual Promotional Tools
  5. Develop specific Promotional Strategies/Tactics associated with each promotional tool

REQUIREMENTS

  • Prepare a detailed Promotional/IMC Plan highlighting the individual promotional tools discussed throughout the semester.
  • Describe in detail how you would utilize each tool in the most efficient way thereby presenting a total “Integrated Marketing Communications” approach.
  • In your case analysis/presentation describe each tools purpose, objective, strengths, etc. as well as your proposed activities associated with each tool (Be specific).
  • Your oral presentation should be designed using a power point presentation format and summarizing the key concepts/tools, etc. The presentation should be 10-15 minutes in length. Regarding your detailed written case analysis, make two copies respectively.