Evaluation

A successful marketing campaign would be five to ten more students visiting and utilizing the Relaxation Room which would lead to one or two more Relaxation Rooms being opened around the Purdue University campus. Our goal is to bring in new visitors / customers, expand so that our students have access to a comfortable study space, thus improving our channel of distribution to a direct or exclusive channel (Berkowitz, 511). If we achieve our expansion goal, then we have obtained our goal of gaining recognition among the various organizations and clubs on campus due to our social media efforts as well as when we partake in the sales promotion event alongside other clubs and departments of study (Berkowitz, 571). And as we receive recognition, we could increase new visitor volume by ten percent.

As far as our contingency plan, we need to be as flexible as possible considering that our organization’s goals are quite ambitious and may be perceived as a luxury instead of a need. It may be perceived as a luxury due to expansion efforts when there is a library with floors three and four being quiet floors, so why would a room with white noise, dim and comforting lighting, and limited seating be a priority to the university? We need to be prepared to not be dependent on government funding due to the fact that it is being minimized and not reliable in our current economic times. Thus, we cannot be completely independent of the Student Government Association for funding because we do not want to take away from their finances too much; instead we should be working with them to set up fundraisers and ask them for volunteers to help hold efficient events. Additionally, thinking back to the threats portion of the SWOT analysis, if our primary location in the Kettler building’s basement would flood and put us out of business for an unknown period of time, we would be at a great disadvantage. That is why we must strive for opening up at least one alternative location. Ideally, our fallback plan would be to be honest with our visitors, encouraging them to follow our social media for any announcements for good or bad news, and always encouraging our visitors to remember to take care of themselves. Realistically, our fallback plan would be to cease efforts of attracting and retaining new visitors as well as making note of what worked well and what did not for our next attempt, if possible. We would continue with our location in Kettler Hall and operate quietly.