LAP – WHAT? HOW? WHY? ENJOY!

Metro Vancouver

LAP – WHAT? HOW? WHY? ENJOY!

A non-digital marketing strategy to increase awareness and engagement of the Leisure Access Program.

School:

UBC

Department:

School of Economics

Course:

ECON 339

Instructors:

  • Catherine Douglas

City of Vancouver:

  • Paul Czene
  • Colleen Hamilton

Student Team:

  • Sophia Minkah-Premo
  • Babatunde Folayan
  • Jovin Shumbusho
  • Ahmed Hussein

Strategy:

  • Healthy City

Term:

Fall Semester 2019

Summary

The Leisure Access Program (LAP) provides low-income Vancouverites with access to basic recreation programs and services at Park Board facilities at a reduced cost.

For our project, the question we are trying to answer is: “Why are people not using the Leisure Access Program (LAP) discounts? And how can we change that?” After conducting a SWOT analysis, we summarized the key weaknesses as: Language Imbalance and Technological Intensive Marketing Strategies. Our solutions are tailored towards improving the existing marketing strategy of the Leisure Access Program as a viable way to increase its patronage among low income families. We also considered that the best solutions don’t need to be completely new ideas, but can simply be improvements on already existing systems that have been put in place. We have enjoyed researching the strategies that the city currently has in place. Our research, reports, reflection, and final presentation has significantly honed our project management skills that will be invaluable in our careers after graduation. Overall, time constraint was a major challenge throughout the project. This was evident in finding a time to meet as a team and connecting with our community partners and recreational centers. Ultimately, we were flexible and adapted to unforeseen changes to deliver our proposed marketing strategy.

  • LAP – WHAT? HOW? WHY? ENJOY!