Problem
The Welland Curling Club - Remnants of a Gathering Spot
Facts: The Welland Curling Club, located on King Street in Welland, used to be a recreational hub in the city, providing a place to compete, eat, drink and enjoy social time. Erected in the 1940s, the original club was very busy in the post-war era and featured numerous leagues and events bringing people in from all over Niagara. Welland, once a thriving industrial town with middle aged families, has since turned into a city with one of the oldest populations in Niagara. This, however, is changing. The affordability of housing in Welland has drawn in young people.
Like the demographic in Welland, participating at the club has also been changing - and not for the better. The club currently only operates leagues 3 days of the week and struggles to fill up the other days with special events and parties. Marketing, which has largely been by word of mouth at the club, has been stagnant for decades and could use some help.
Prompt: The Board of Directors at the club has asked your help in creating an integrated marketing plan to successfully rejuvenate their club's activity and help them tap into the newly arrived younger demographic in Welland and the Niagara Region.
Specifically, your plan should include a succinct outline of all 6 IMC Processes. Be sure to reference course material during each step.