A Proposal to Present More Potential Advertising and Membership Opportunities to the Medicine Bow Nordic Association
For: Ellen Axtmann, Coordinator and MBNA Board Members
Medicine Bow Nordic Association
Clarissa Anderson
Lauryn Soulek
Alyssa Medina
Kevin Frey
Stone Spilinek
English 2035: Writing For Public Forums
University of Wyoming
INTRODUCTION
We intend to appeal to the Medicine Bow Nordic Association (to be referred to as MBNA) Board and introduce a plan that encompasses launching an advertising campaign at the University of Wyoming. Medicine Bow Nordic Association conserves and grooms nine miles of trails for cross country skiing, and while trail usage is up, membership numbers have remained stagnant (Axtmann). It was brought to our attention that there has been no advertising on the University of Wyoming campus, thus students are a large untapped market that could increase interest and membership through on-campus promotion (Axtmann). Focusing on the vibrant academic community present at the University of Wyoming, as well as the fluid connection between the school and the city of Laramie, we could generate more subscribers, provide more stability for the association, and aid in spreading the word about MBNA.
BACKGROUND INFORMATION
As part of an assigned cooperative endeavor within English 2035: Writing for Public Forums, the five of us were selected to research MBNA and recommend solutions to perceived problems. The goal of our group is to consult with MBNA in order to help them overcome these obstacles. Our primary contacts at MBNA are Coordinator Ellen Axtmann and Events/Racing Manager Christi Boggs. The Medicine Bow Nordic Association is a non-profit organization that was established in 1993 to maintain the Nordic ski trails at the Tie City/Happy Jack recreation area within Medicine Bow National Forest in collaboration with the US Forest Service (Medicine Bow Nordic Association). Through the work performed by MBNA, the group is also able to host races and educational programs for adults and children in the area during the winter season.
PROBLEM DESCRIPTION
The problem we are seeking to address concentrates on a lack of advertising on campus which causes MBNA to miss out on an entire group of potential users. MBNA is primarily affected by this omission, as they are overlooking a possible source of membership that could be used to strengthen their reputation within the community. This bond is necessary for MBNA to accomplish its goals, so the community cannot be neglected. The community could be affected by this issue in that it is so deeply connected to the University, and the potential to spread information to new and existing users is unbroached. Based on our communication with Ellen regarding previous and current on campus advertising, as well as our own observations, we have discovered that it is nonexistent and has not been pursued in the past. It was also brought to our attention by Christi Boggs that upon our initial research and through our introduction to MBNA, the organization has not truly reviewed their membership numbers in the last few years to determine their growth or otherwise.
PROPOSED SOLUTIONS
We aim to find the most cost effective and practical solution to MBNA’s advertising obstacles. Our group found specific research from university resources that would aid the future campus advertising efforts of an MBNA intern. In order to accomplish our prospective solution, MBNA would need to specifically work with the Haub School of Environment and Natural Resources along with the UW Outdoor Program, so students could potentially earn up to 6 internship credits while working with this organization (Burke). Many students look for internships in the Laramie community, and the prime time to recruit these interns would be spring and summer when students are seeking opportunities to obtain university credit.
University collaboration. If MBNA found an intern before the fall of 2016, the intern could communicate with the Nordic ski team; the team would then table in the union and create posters for the poster run. The only condition to participate in the poster run would be to print 33 posters that would then be distributed by the Campus Activities Center in all university buildings (Cooper). A benefit of tabling in the union would that there is no cost to MBNA if the Nordic ski team were to be the ones to participate. To sign up for tabling, all MBNA would need to do is fill out an online reservation request form and communicate with the union events staff (DeTienne). While tabling, MBNA could market a student membership incorporating small promotional items such as hats, key chains, or stickers. Tabling and posters would solve the issue of advertising on campus because it would specifically promote MBNA’s efforts and integrate the student community more effectively.
Who will benefit from addressing the problem. MBNA would be the primary beneficiary if the problem is solved. It would create more financial stability as well as establish a larger user base. MBNA’s reputation would also flourish which would, again, draw in more members. The university students and the Laramie community would also benefit because there would be more infomation available to them as well as more opportunities to enjoy outdoor extracurriculars.
TIMELINE
To implement our proposed solutions, we advise that MBNA first contact the Haub School of Environment and Natural Resources before the end of the spring semester. This would allow time to find an unpaid intern and begin formulating a plan to spread information throughout the community before the next winter season. Finding an intern from the university would allow for a distribution of responsibility, affordable/free labor, and the opportunity for fresh ideas regarding how to advertise to students.
Summer 2016 Objectives. Over the summer, the intern could help to solidify existing relationships with local businesses or form new partnerships where information for the upcoming season could be advertised. This could also be a good time to look into how to attract more members through more widespread information, both on campus and off.
Fall 2016 Objectives. Once the fall semester is in session, cooperating with the UW Nordic Ski Club to set up a table in the Union would increase visibility and be a great way to introduce MBNA to the student population. Along these lines, designing and circulating a flier through the Union and Half Acre with current contact information would help to attract people interested in learning more about area activities.
CONCLUSION
MBNA is a large contributor to Laramie’s outdoor community, and they have brought to our attention certain problems they face, comprising of a lack of advertising and a flatlining of membership over the past several years. As a group of University of Wyoming students, we have come up with several practical solutions to help combat these problems, including hiring an intern and working with University organizations. We have also provided a timeline which can help jumpstart the provided solutions. Through our collaboration with MBNA, we hope broaden the reach of the organization in order to improve the Laramie community.
Works Cited
Axtmann, Ellen. "Re: UW English 2035 Community Partnership." Message to the
authors. 20 Mar. 2016. Email.
Axtmann, Ellen. MBNA Presentation [PowerPoint Presentation]. Retrieved from in
class introduction. 4 Feb. 2016.
Burke, Indy. "Minor in Outdoor Leadership." Minor in Outdoor Leadership. Haub
School of Environment and Natural Resources, n.d. Web. 26 Mar. 2016.
Cooper, Megan. "Poster Run." Poster Run. University of Wyoming: Campus Activities
Center, n.d. Web. 24 Mar. 2016.
DeTienne, Darcy. "Wyoming Union Reservations & Events Office | How to Make a
Reservation." Wyoming Union Reservations & Events Office. University of
Wyoming, n.d. Web. 24 Mar. 2016.
Medicine Bow Nordic Association. Medicine Bow Nordic Association. Web. 10 Mar.
2016.
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