Marketing Memo

Your manager has tasked you with considering an expanded marketing strategy for Great Wolf Resorts’
waterparks. Social distancing protocols associated with Covid-19 are restricting the number of patrons that can
be in a waterpark at the same time. Management would like you to explore the idea of extended hours.
Our waterparks are enclosed and well lit so they could be used (or portions of them could be used) after hours
for special groups, events, or general admission purposes. This strategy offers the potential to expand the
number of patrons the waterpark currently serves and if it is successful it could be maintained after the
pandemic has passed.
First, identify a specific group of target customers. Discuss characteristics of these target customers and
criteria that you think would be important to serving them.
Next, propose a positioning strategy that you think Great Wolf Resorts’ waterparks could use that would work
for both day-time and extended-hours (night-time) customers.
Finally, briefly discuss whether and how Great Wolf Resorts’ waterparks current marketing strategy might need
to change to serve this new segment of customers. Justify your thinking.