Vertical Endeavors Essay

Description of Business

Vertical Endeavors is a recognized leader in the rapidly growing rock climbing industry with many locations throughout the Midwest. It was founded in 1992 by Pam and Nate Postma with the idea that participants of all ages and abilities can climb throughout the year in a climate-controlled environment. Rock climbing has many physical and mental benefits and provides customers with a unique way to be active no matter the weather.

Objectives

As marketing interns for Vertical Endeavors, we have created multiple events to help further promote this great company. We will be working toward achieving these goals during our promotion plan Conquer the Mountain.

Our primary objective for these events is to increase revenue by 7%.

Our secondary objectives are to expand target markets to sports teams and to increase customer retention rates by 4%.

Promotion Plan

Conquer the Mountain

Vertical Endeavors is one of the recognized leaders in the industry. The company was founded in 1992 by Nate Postma. He and his wife, Pam, traveled around the world as they pursued their passion for climbing together recreationally and competitively. When they first started Vertical Endeavors Pam and Nate operated out of the couple’s garage. Nate is the president of the company and Pam runs most of the finance and human resources aspects of the business. Nate is also a member of the Climbing Wall Association’s Engineering Standards Committee. This is a group that has been updating and re-issuing the old Climbing Wall Industry Group climbing wall standards. Pam and Nate continue to be leaders and innovators in this ever-growing industry. They have built Vertical Endeavors to operate some of the largest climbing facilities in the nation. There are five locations around Minnesota and one near Chicago. Vertical Endeavors has a wide variety of programs for participants of all ages and skill