NATI ONAL ABI LI TY CENTER

NAC MARKETI NG PLAN 4- 3- 2014

Students: Professor
Kacee Patrick Preston Tanner
Pieter Janssen
Kayla McCoy Course
Katherine Koplow PRT 3211 PRT Marketing

National Ability Center | Marketing Plan | 4-3-2014 1
Table of Contents

1. Executive Summary
2. Company
2.1. History
2.2. Philosophy
2.2.1. Mission
2.2.2. Vision
2.2.3. Values
2.3. Programs
2.4. Organizational Structure
2.5. Stakeholders
2.6. Financial Status & Goals
2.7. Historical Marketing Efforts
2.8. Image
3. Climate
3.1. Political
3.2. Economic
3.3. Social
3.4. Technological
3.5. Environmental
3.6. Legal
4. Competition
4.1. Direct competition
4.1.1. Splore
4.1.2. Salt Lake City County
4.1.3. Wasatch Adaptive Sports
4.2. Indirect competition
4.2.1. ORP Utah
4.2.2. TRAILS
5. Consumers
6. Situation Assessment (SWOT)
6.1. Strengths
6.2. Weaknesses
National Ability Center | Marketing Plan | 4-3-2014 2
6.3. Opportunities
6.4. Threats
7. Strategy Development
7.1. Segmentation
7.2. Targeting
7.2.1. Description of Segments
7.2.2. Target Market Specific Strenghts
7.2.3. Target Market Specific Weaknesses
7.2.4. Target Market Specific Opportunities
7.2.5. Target Market Specific Threats
7.3. Positioning
7.3.1. Interpretation
7.3.2. Positioning Statement
8. Appendices
National Ability Center | Marketing Plan | 4-3-2014 3
1. Executive Summary
National Ability Center | Marketing Plan | 4-3-2014 4
2. Company

2.1. History
Meeche White and Pete Badewitz founded the National Ability Center in 1985 as the
Park City Handicapped Sport Association (PCHSA). Both the founders had experience as ski
instructors for people with disabilities in Colorado, and thats how the idea for the PCHSA
evolved. In 1987 they moved to a new headquarters in Park City Mountain Resort, and the
next year the first alpine Learn to Ski event was held.
In 1992 Meeche took a team to the International Special Olypmic Winter Games
Invitational for the first time. This was the start of several trips abroad for Meeche. Also in
1992, NAC received its first federal grant to expand programs and was now seen as the
National Ability Center. From here on a lot of expansions to the programs were made,
including a bobsled team, the construction of The Lodge, and a competitive snowboard
program. Ultimately, after 23 successful years, Meeche White retired.

2.2. Philosophy
2.2.1. Mission. The National Ability Center empowers individuals of all abilities by
building self-esteem, confidence, and lifetime skills through sport, recreation, and educational
programs.
2.2.2. Vision. The vision of the National Ability Center is mainly to inspire people. As
the experience is often enhanced by the inclusion of friends and family; reinforcing
relationships and building a support system for the disabled individuals is the goal. This
support system however, should be continued in normal life and become part of that life.
NAC tries to create a fundamental layer in the relationships and support systems. And,
although the methods of inclusion are different in every program, the goal remains the same.
2.2.3. Values. As the NAC aspires to provide inclusive programs to all individuals and
families of all abilities and backgrounds, including those in need, it is fair to conclude that
NAC values equality between individuals. Every person should be able to do what he likes.
To do so, NAC offers more than 6,000 lessons and outings each year. These lessons
and outings are hosted and guided by the certified professional instructors. Moreover, with the
help of 850 volunteers almost 20,000 hours of programs are provided each year. Many of the
instructors and volunteers are also individuals with disabilities and serve as role models for
the participants.

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2.3. Programs
As stated earlier, the NAC offers a wide variety of programs. They offer various
Sports & Recreation Programs, Equestrian Programs, Military Programs, Group & Custom
Programs, Camps, Training & Education, and other Featured Activities & Demo Days.
Within each program offered, at least 3 subcategories exist, of which some consist of
subcategories again. Because of this complexity, the program prices are not stated in this
marketing plan. More information on pricing can be found on
http://www.discovernac.org/programs/register/.
To make sure every individual can use the right equipment, National Ability Center
also offers the service of renting equipment for both disabled people as abled people. With the
help of a lot of sponsors NAC is also able to offer 100% of the requested scholarships.
To provide such an enormous amount of variety in their programs, NAC owns or uses
11 facilities. These facilities include several ski resorts, an ice arena, an aquatics center, an
archery range, and several services buildings. See appendix A for a full list of all facilities
with description.

2.4. Organizational Structure
2.5. Stakeholders
The stakeholders consist of the individuals participating in the programs, and the
sponsors. The sponsors of course give their money to the NAC to help all the people in need,
but also to associate their name with a positive project and get some positive publicity via
NAC.


Chuck Heath
President
Andy Dahmen
Facilities/Capita
l
Shawn Fojtik
Programs
Michael Kerby
Finance
Hans Fuegi
Advancement
Alan McIver
People
Volunteers
Alan McIver
President Elect
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2.6. Financial Status & Goals
As the National Ability Center is a non-profit organization, the main goal is not
financial profit. Obviously the organization wants to keep its head above water and needs
more revenues than expenses. Currently the organization succeeds in this goal.
However, as stated earlier, the main goal for the National Ability Center is to reinforce
relationships and to build a support system for the disabled individuals, exceeding the
programs of the NAC. The support system should become a part of normal life.



2.7. Historical Marketing Efforts
The main marketing efforts used by the National Ability Center are fundraisers, media
coverage and word-of-mouth. The fundraisers alone create an enormous awareness amongst
the target audience. During the coming half-year alone, roughly 10 fundraisers will be held.
These fundraisers differ from culinary activities to ski races, and from barn parties to saluting
our heroes from the army in celebration of Veterans Day.
Apart from the various fundraisers, a lot of the marketing efforts go through several
forms of media, including television and several magazines. This media coverage includes
Deseret News, KSL TV, abc, and PR Newswire. Some interviews for magazines were also
conducted. The NAC also has its own magazine and e-magazine. This might lead to bigger
awareness and word-of-mouth advertising.

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2.8. Image
The NAC has a mere positive image currently. A lot of people know the NAC and
more and more and more people participate in its programs. The image they want to reach is
that of a non-profit organization who tries to help individuals with and without disabilities to
build a good relationship and a support system. An enormous amount of volunteers and the
numerous sponsors help with to reach this good cause.

3. Climate

3.1. Political
The NAC is a non-profit, tax-exempt organization.

3.2. Economic
The economic situation in Utah will affect the amount of money people will donate to
the NAC and it will affect the number of participants in the programs. If the economy is bad
less people will spend money on recreational activities. Also the prices for equipment and
other resources will go up.

3.3. Social
The NAC is located in Utah so being open or not being open on Sundays is something
to think about. It is also a place that works with individuals with disabilities so you need to
understand their culture. Use people first language and avoid offensive stereotypes.

3.4. Technological
Keep up with all of the new technology and improved equipment. Update adaptive
equipment often. Also know how to use the new equipment and make sure the staff and
participants know how to use the equipment as well. Have a professional website and update
it regularly.

3.5. Environmental
Make sure the activities and programs are seasonally appropriate. The NAC also has
horses so it would be wise to be aware of where theyre keeping them. Make sure there are no
poisonous animals or plants where the horses are being kept or where an outdoor activity is
taking place. Be aware of the environmental laws in the area.
National Ability Center | Marketing Plan | 4-3-2014 8

3.6. Legal
ADA laws and liability issues. Make sure all buildings follow the building codes and
are accessible. Follow the health code and make sure everyone handling food has his or her
food handlers permit. Know the laws in the area as far as housing animals are concerned.

4. Competition

The competition of the National Ability Center can be divided into two groups: the
direct competition and the indirect competition. The direct competition tries to fulfill the same
need to the same customers as the NAC. The indirect competition tries to fulfill the same
needs as well, however they try to do this in a different way.

4.1. Direct Competition
4.1.1. Splore. At Splore, our goal is to provide you with
the best possible trip experience. From the moment you visit our site, call the office, or book a
trip, we do our very best to keep you informed, excited, and prepared.
Splore serves children and adults with disabilities and special health care needs, and
underserved populations such as refugee youth and low-income families. Scholarships are
awarded on need-based situations and the mission of SPLORE is to serve anyone wishing to
participate and doesnt want money to be a factor.
Most trips take place during the summer. There are snow programs offered during the
winter months and the Rock On indoor climbing program is offered most months of the year.
Splore activities and prices are listed below.
Whitewater rafting
Canoeing
Cross country skiing
Outdoor/Indoor climbing
Snowshoeing

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4.1.2. Salt Lake City County. The SLC County serves youth
and adults with physical, visual and intellectual disabilities regardless
of skill level. The activities, dates and prices SLC County offers are
listed below.
Dances Twice a month $5
Wheelchair Jr. Jazz January and February $37
Sledge Hockey Fall $30
Wheelchair Rugby October April $20
Bowling Tuesday and Thursday $55
Swimming January March $20
Judo Tuesday and Thursday $50
Wheelchair Softball May September Free
Skiing Fridays December March $160
Wheelchair Basketball
Goal ball

4.1.3. Wasatch Adaptive Sports. WAS serves children, adults,
and veterans with special needs. Each program has a specific fee and is
either offered in the summer or in the winter months yearly round.
Scholarships are available to those that qualify. The activities WAS
offers are listed below.
Snowshoeing
Bowling
Whitewater Rafting
Daily Fisher Towers Trip: $75 Adults, $68 Youth
Night Fish Towers Trip: $250 Adults, $225 Youth
Daily Westwater Trip: $175
Overnight Westwater Trip: $425
Ruby & Horsethief Canyons: $495
Ruby, Horsethief & Westwater: $795
Gates of Lodore Trip: $995
Cataract Canyon Trip: $1,095
Labyrinth Canyon Trip: $795
Indoor/Outdoor Climbing, Canoeing and
Snowshoeing
Half Day: $50 Adults, $45 Youth
Full Day: $70 Adults, $65 Youth
Camping Trip: $195 Adults, $175 Youth
Cross Country Skiing
Half Day: $50 Adults, $45
Youth Full Day: $70 Adults, $65 Youth
Overnight Yurt Trip: $295
Rock On Session: $120 (for six weeks)
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Alpine and Nordic Skiing and Snowboarding
Nature Hikes
Fishing
Adaptive Mountain and Road biking
Snowbird Activities (tram rides, bungee jumping, alpine slide rides, zip rider rides)
Mine and Water Tunnel Tours
GPS/Orienteering Classes
Boundless Playground
Veterans programs

4.2. Indirect Competition
4.2.1. ORP Utah. The Outdoor Recreation Programs are offered by the
University of Utahs campus recreation services. Over the course of the last
year (2012-2013) Outdoor Adventures lead 44 different trips with over 470
students participating in activities such as rock climbing, river rafting, cross country skiing,
backcountry skiing, splitboarding, snowshoeing, and many more. The volunteer student trip
leaders are in constant training to provide a positive, safe learning environment where
students can learn and develop their outdoor skills.
Trips are offered throughout the year depending on the university academic schedule
and vary semester to semester. These are just the current trips that are being offered. The
activities, dates, and prices the ORP offers are listed below.
Kayak Wednesday and Friday $5
Snowshoe hike January $5
Bryce Canyon Cross February $80
Country Skiing
Backcountry Skiing in February $185
The Tetons
St. George climbing February $80
Dog Lake Snow camping February $35
River Rafting March $250
Mountain bike camping March $75
Bouldering in St. George March $75
Canyoneering April $75
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4.2.2. TRAILS. TRAILS Paralympic Sports Club at the
University of Utah Health Care Rehabilitation Center is designed
to prepare individuals with SCI to engage in active living through
sports and exercise programs, recreational experiences and
education. TRAILS serves adults, youth, veterans, and active duty
military personnel with a spinal cord injury. The program is offered year round and is an
extension to the hospital-based rehabilitation so prices vary. The activities TRAILS offers are
listed below.
Cycling
Wheelchair tennis
Sailing
Swimming
Canoe/kayak
Alpine skiing
Biathlon
Cross country skiing

5. Consumers

The National Ability Center has varying range of consumers. The website states The
National Ability Center empowers individuals of all abilities. This may seem confusing to
some people because NAC is known for providing programming for people with disabilities
and someone without a disability may feel uncomfortable signing up to participate. But after
contacting other members of NACs marketing team, the conclusion was made that NAC
primarily focuses on providing services to people with disabilities, whether it be social,
cognitive, developmental, or physical. The statement about individuals with all abilities refers
to family, friends, and volunteers who may choose to participate in the activity with a loved
one.
NAC has a specialized program for members of the military to maintain a healthy
active lifestyle. They also provide group services to families. NACs promise to their
consumers is that they help build self-esteem, confidence, and lifetime skills. With the use of
recreation and educational programs they hope to reach their consumers needs.
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6. Situation Assessment (SWOT)

6.1. Strengths
The concept of empowering individuals through recreation and adaptive activities is
timeless. It is not a fad nor is a product that will go out of style and this one of the major
strengths of the National Ability Center. NAC also has very dedicated staff. Since they are a
not-for-profit organization, the staff wages are not very high and they rely heavily on
volunteer work. The strength of this is that the workers are passionate and are there because
they would rather be nowhere else. For this reason, they are able to have a greater impact on
their customers. Another strength of the NAC is the variety of activities and programs they
offer. With so many options available, they are able to reach a wide range of preferences,
which opens up their target market.

6.2. Weaknesses
One weakness may be the main location of NAC. Since a lot of our customer base is
from Salt Lake City, the Park City location may seem too far for individuals or families to
commute to. Another weakness, which was manifest in our survey, is that NAC is not very
well known. Ironically, marketing is a weakness for the National Ability Center that we are
working to improve.

6.3. Opportunities
With advancing technology, new kinds of adaptive recreational equipment for people
with disabilities are being invented. This could be a huge opportunity for NAC to continue
expanding the variety of recreational activities they can provide to their customers. Another
opportunity could be that since the baby-boomer population is getting older, they are more
commonly found in the category of people with disabilities. NAC could start programming
their services to meet the needs of older individuals.

6.4. Threats
A possible threat to NAC is that adaptive recreational equipment for people with
disabilities is now very accessible. People can just go out and buy their own equipment
without having to sign up for NAC's programs. Since NAC relies so heavily on volunteer
work, another threat is that during economic crisis, staff and volunteers will not be as willing
to work without pay, and donors are less likely to donate so much.
National Ability Center | Marketing Plan | 4-3-2014 13

7. Strategy Development

7.1. Segmentation
According to the website and as stated earlier, the National Ability Center tries to help
individuals of all ages and abilities, including those with orthopedic, spinal cord,
neuromuscular, visual and hearing impairments, and cognitive and developmental
disabilities. Furthermore they state that in an attempt to eliminate isolation of individuals
with disabilities, friends and family members are encouraged to participate alongside athletes
and participants.
A call to the National Ability Center resulted in an explanation on the individuals of
all abilities ambiguity. The National Ability Center provides the services primarily to people
with disabilities, but encourages others to participate so they can experience the situations of
people with disabilities.

To consider being disabled as a lifestyle might be taken as a harsh distinction. But
unfortunately, this psychographic is the meaningful segmentation approach for the National
Ability Center. An investigation conducted by the Disability Status in 2000 shows that
approximately one in five Americans are diagnosed with one or more psychological or
physical disabilities. The metropolitan area of Salt Lake City houses almost 1,15 million
people. These two statistics combined make approximately 230,000 people with disabilities in
Salt Lake City.
As the National Ability Center encourages families or friends to participate in the
activities as well, these people should be taken into account as well. The average family size
in Utah is 3.10 individuals. Assuming every person has a limited amount of one really close
friend, the family size increases to approximately 4.10 individuals (of which 1 is disabled).







230000
713000
207000
Population of Salt Lake City
People with disabilities
Family or friends of disabled
Rest of the population
National Ability Center | Marketing Plan | 4-3-2014 14




As shown in the graph, the population of Salt Lake City is considered to be the total
market. Within this market 230,000 individuals have disabilities, 713,000 individuals are
family or friends of the disabled, and 207,000 individuals have no relation whatsoever to the
disabled.
The segments created above are clearly defined, measurable as done above, accessible
through various media approaches, actionable by offering them the NAC programs, mutually
exclusive and exhaustive.

7.2. Target Market
As shown in our graph we have divided Salt Lake Citys population into three
segments: People with disabilities, family or friends of people with disabilities, and people
who do not have any disabilities and do not have any relation to people with disabilities.

7.2.1 Description of Segments. People with disabilities: this segment is about 20% of
the population in Salt Lake City. These are people who have some type of disability be it
physical, mental, emotional, etc. Some of them may have never participated in any of the
activities offered by the NAC. This group will probably be more interested in activities that
arent hindered by their various disabilities.
Family and friends of people with disabilities: This group is the largest group. They
make up roughly 62% of Salt Lace Citys population. These people will vary greatly in
socioeconomic status, race, religion, interests, etc.
People who do not have any disabilities and have not relation to individuals with
disabilities: The group makes up the smallest portion of the population and like the second
segment they vary greatly. This group would be the least likely to participate in any programs
offered by the NAC.
Because of the services the NAC offers the primary target market is people with
disabilities and the secondary target market is family and friends of people with disabilities.

Segment People with disabilities Friends/Family of people
with disabilities
National Ability Center | Marketing Plan | 4-3-2014 15
Segment Size Likely to be a small
segment. Roughly 20% of
Salt Lake Citys population
A very large segment.
Roughly 62% of Salt Lake
Citys population
Growth Rate This group is always
growing
This group is always
growing
Profit Margin Moderate profit margins are
likely because consumers
will be more price sensitive
but there is less
competition.

Lower profit margins are
likely because consumers
will be more price sensitive
and there is more
competition.

Competitors Small number of
competitors but the
competitors will probably
have strong customer
loyalty
A larger number of
competitors. Friends and
family members without
disabilities wont need the
adaptive programs and
equipment that the NAC
offers so they can go to
many other recreational
facilities.
Resources/Capabilities Would require special
equipment. Marketing to
this specific segment
wouldnt be too hard.
Marketing would be easy
because they would hear
about the programs from the
primary target market.
Need There is a greater need for
accessible recreation
There is less need for
adapted recreation and
equipment in this segment
Goals This group would fit well
with the goals of the
company to build a support
system for individuals with
disabilities
This segment also fits well
with the NACs goals

These two segments were chosen because they fit with the mission and goals of the
NAC. The target segment may be small but there is a good chance that the people in the target
market will bring in more people from the secondary target market. These target market also
doesnt have al of competitors compared to the other segments. There are a lot fewer places
that offer adapted recreation than places that offer recreational programs in general. There
might be some concern about the profit margin because people with disabilities dont
normally have much money to spend on recreational activities. The same goes for the families
of individuals with disabilities.

7.2.2. Target Market Specific SWOT. We are continuing our previous marketing
strategy in terms of target market by having our primary target population be people with
National Ability Center | Marketing Plan | 4-3-2014 16
disabilities, and our secondary target market be friends and family of people with disabilities.
For this reason, the SWOT displayed above, remains applicable and does not require
adjustment.

7.2.2. Target Market Specific Strengths. Based on our primary and secondary target
markets, many of the strengths previously listed are still relevant. By providing such a wide
range of services and programs, NAC is able to accommodate people with disabilities no
matter what their impairment may be.

7.2.3. Target Market Specific Weaknesses. Since the primary target market is people
with disabilities, that only makes up 20% of the population. This could be a weakness because
it is a limiting target population. Another weakness of NAC is that, according to our research,
they haven't been particularly successful in spreading the word about their services because
most of the people in our survey had not even heard of NAC or knew what it was.

7.2.4. Target Market Specific Opportunities. As shown in the chart, the population
of people with disabilities is constantly growing and by targeting family and friends of that
population, our target market has the opportunity for expansion. Another opportunity could be
that since the baby-boomer population is getting older and more commonly disabled, NAC
could start programming their services to meet the needs of older individuals.

7.2.5. Target Market Specific Threats. Based on our target populations, a possible
threat for NAC by targeting people with disabilities AND their families is that sometimes
family members have a different vision of what services should be provided than the
individual with the disability does. NAC needs to find the right approach to create a positive
experience for both the individual and their loved ones.


7.3. Positioning
The following attributes were generated in the process of brainstorming:
- Disabled/ able bodied
- Adventure based programs/
recreational programs
- Programs for families/ programs
for individuals
- Physically disabled/ behavioral
disability
National Ability Center | Marketing Plan | 4-3-2014 1
- Outdoor programs/ indoor
programs
- Free/ fee
- Programs for relatives/programs for
friends
- Programs for able bodies/ programs
for those with impairments

The attribute for programs for able bodies and programs for those with impairments
really segregate those participants. Those looking to do some kind of recreational activity will
have specific needs based on their physical abilities. The population without any impairments
will be looking at participating in activities in a different way than those who have
impairments that will need to be considered before participating. The attributes for programs
for relatives or programs for friends will help address the desires of the two target markets.
The population looking to participate with their families will be looking for family friendly
programs and those wanting to do something with their friends will be looking for
community-based activities.



NAC
SPLORE
TRAILS
Wastach Adaptive
Sports
Primary Target
Market
Secondary Target
Market
Perceptual Map of The National Ability Center
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National Ability Center | Marketing Plan | 4-3-2014 17
7.3.1. Interpretation In order for the NAC to meet its primary target market they need
to promote more of their programs that allow for relative participation. This will address the
primary target market and help them become more aware of the programs available for those
able bodied people want to participate with a relative who has a disability.
In order to address the secondary target market NAC would need to provide more
activities for those without an impairment. This goes again what the NAC is trying to do but
maybe the NAC could target this population by promoting the need for able bodied people to
volunteer to work with those with disabilities and have programs for the volunteers or provide
time for those able bodied people to use the equipment that NAC has when it isnt being used
by other programs.

7.3.2. Positioning Statement. For people who have a relative with a disability, The
National Ability Center offers programs for relatives. Thats because we believe that the
support and encouragement that family can provide those trying to over come obstacles is far
greater than any other kind of encouragement or support.

8. Tactics

8.1. Marketing Objectives
The NAC will promote their organization by raising awareness and increasing the
communitys knowledge of programs provided by reaching out to families with children who
have a physical disability.
Based off the market research, NAC will invest in programs that match with the
preferences of those currently participating. Those that participate currently in NAC programs
have provided feedback with the interest in having NAC provide more programs that friends
and families without disabilities can participate in. The mission of NAC is to be able to
provide activities to those of all abilities. Currently the NAC is focusing only on activities that
incorporate some kind of disabilities. Without affecting the current programs intact for those
with disabilities, NAC will create a program based off the preference of those without
disabilities to help meet their needs.
By increasing advertisement in newspapers, community bulletins and at locations hat
provide services to those with disabilities, the NAC will promote the awareness of the
programs they offer.

National Ability Center | Marketing Plan | 4-3-2014 18
8.2. Product
The NAC currently offers several different recreational experiences including
camps, equestrian programs, competition programs, military programs, sports and recreation,
group programs, and other featured activities. They also provide training and equipment
rentals.
There are many different types of camps offered by the NAC such as: discovery
camps, over night camps, camp vision, camp ex-treme, camp giddy up, family and holiday
camps, and action camp.
For the equestrian program they have fifteen different horses and three types of
equine-assisted activities. Adaptive Horseback Riding, Hippotherapy and Equine Facilitated
Learning.
The competition programs include Paralympic sports, Alpine ski team, adaptive
snowboard team, adaptive snowcross team, and Special Olympics.
For their military programs they offer Wounded Warrior Individual Sport and Family
Recreation, Wounded Warrior Health and Wellness Retreats, Wounded Warrior Family
Retreats, Seasonal Summer & Winter Activities.
Sports and recreation programs are water sports, snowshoeing, sled hockey, Nordic
skiing, indoor rock climbing, cycling, challenge course, biathlon, archery, aquatics, Alpine
skiing and snowboarding.
The group programs they offer are Alpine Skiing and/or Snowboarding, Archery,
Canoeing, Challenge Course, Cycling, Equine Facilitated Learning, Kayaking, Nordic Skiing,
Snowshoeing, Snowboarding, Waterskiing, OR any combination of our Sports & Recreation
Programs.

8.3. Price
The detailed list of pricing that is found on our website is very similar to that of our
competitors. As stated earlier, the NAC is a not-for-profit organization, and the main goal is
reinforcing relationships and building support systems. Therefore, it is fair to conclude that
the pricing strategy is only to cover the costs made by NAC, including a small margin to
account for future expenses. Since making money is not the first and foremost priority, our
pricing objective is to maximize participation and the pricing strategy of the NAC will be
penetration pricing because we want to encourage people to sign up for our programs. To
maximize participation, we will set prices for our services slightly lower than our competitors.
National Ability Center | Marketing Plan | 4-3-2014 19
We are confident that people will enjoy our programs and the variety we offer, so once
market share is gained, we can increase prices to cover our costs.
We also offer scholarships which are made possible from generous donations. These
are used for people who are unable to pay for participation in our programs. We will start
giving discounts or coupons to the family and friends of those receiving scholarships so that
they can come participate with their friend or family member. This will help raise awareness
of NAC and bring more people in.
The charts below display the pricing of NACs activities:

FAMILY ACTIVITIES: (Register for three and save $25)
ACTIVITY DATES COST
BLAZING SADDLES:
Horseback ride and campfire songs.Location: National
Ability Center (6:00PM-9:00PM)
June 27 $25/per person
PARENTS NIGHT OUT: Respite for Mom and Dad.
Activities designed to suit the group! Location: TBD.
(5:00PM-10:00PM)
July 11 $25/per person
CYCLING SATURDAY: Offsite cycle ride and
BBQ! Location: TBD. (10:00AM-2:00PM)
July 26 $25/per person
MARSH MARROWS: Archery and SMores! Location:
National Ability Center (6:00PM-9:00PM)
August 15 $25/per person

National Ability Center | Marketing Plan | 4-3-2014 20

LESSON TYPE
Winter
SESSION 2
Spring
SESSION 1
Group w/ Disability *$100/$120 *$175/$210
Group w/out Disability *$145/$175 *$245/$295
SUMMER CAMPS: DATES
COST
(EARLY
BIRD/
AFTER MAY
13)
Camp Open House June 5 FREE
Discovery Camp Adventurers & Crusaders Combined
(Ages 8-18/Autism Spectrum, Cognitive/Developmental
Disabilities)
June
9-13
$310/
$375
Camp Giddy Up
(Ages 8-18/ All Abilities)
June
16-19
$420/
$480
Discovery Camp Adventurers
(Ages 8-18/ Autism Spectrum)
June
16-20
$310/
$375
Camp Giddy Up
(Ages 8-18/ All Abilities)
June
23-26
$420/
$480
Discovery Camp Adventurers
(Ages 8-18/ Autism Spectrum)
June
23-27
$310/
$375
Discovery Camp Crusaders June $310/
ADAPTIVE HORSEBACK RIDING:
Single / Private Lesson $50 / per lesson
SPRING CAMPS: DATES COST
Action Camp Overnight
(Ages 8-18 / Spinal cord injury and/or amputation)
March
26-30
$350
Spring Break Day Camp
(Ages 8-18 / Intellectual and/or physical disabilities)
April
14-18
$75/day or
$325/week
National Ability Center | Marketing Plan | 4-3-2014 21
(Ages 8-18/ Cognitive, and Developmental Disabilities) 23-27 $375
Discovery Camp Intro Camp
(Ages 6-8/ Autism, Cognitive, Developmental, and
Physical Disabilities)
July
7-11
$120/
$150
Discovery Camp Siblings Camp
Ages 8 18/ All Abilities)
June 30 -
July 1
$120/
$150
Camp Giddy Up
(Ages 8-18/ All Abilities)
July
7-10
$420/
$480
Discovery Camp Adventurers
(Ages 8-18/ Autism Spectrum)
March
26-30
$310/
$375
Discovery Camp: Pathfinders
(Ages 8-18/ Physical Disabilities)
July
7-11
$310/
$375
Discovery Camp: Adventurers
(Ages 8-18/ Autism Spectrum)
July
14-18
$310/
$375
Discovery Camp: Crusaders Overnight
(Ages 12-24/ Cognitive, and Developmental Disabilities)
July
14-18
$500/
$550
Discovery Camp: Sibling Camp
(Ages 8 18/ All Abilities)
July
21-23
$170/
$190
Discovery Camp: Intro Camp
(Ages 6-8/ Autism, Cognitive, Developmental, and
Physical Disabilities)
July
21-23
$170/
$190
Camp Giddy Up
(Ages 8-18/ All Abilities)
July
28-31
$420/
$480
Camp Vision & X-treme
(Ages 12-18/ Visual Impairment & Physical Disabilities)
July 28-
Aug 1
$500/
$550
Discovery Camp: Adventurers
(Ages 8-18/ Autism Spectrum)
August
4-8
$310/
$375
Discovery Camp: Crusaders
(Ages 8-18/ Cognitive, and Developmental Disabilities)
August
11-13
$190/
$210
Discovery Camp: Kids Rock The World
(Ages 10-16/ Diabetes)
August
11-13
$190/
$210
Summer Action Camp Overnight
(Ages 9-16/ Teens with Spinal Cord Injury and/or
Amputations)
August
15-19
$500/
$550
AQUATICS:
LESSON TYPE
Winter
SESSION 2
Spring
SESSION 1
National Ability Center | Marketing Plan | 4-3-2014 22
Aquatics Session Ecker Hill Park City *$60 / $70 *$85 / $95
Aquatics Single Lesson Ecker Hill Park City $20/lesson $20/lesson
NORDIC SKIING & SNOWSHOEING: Location National Ability Center
LESSON TYPE DAYS & TIMES COST
Single Private Lesson As requested and as available. $20/hour
Single Group Lesson As requested and as available. $15/hour

INDOOR ROCK CLIMBING: Location National Ability Center
LESSON TYPE DAYS & TIMES COST
Single Private Lesson
Monday-Sunday | 9:00AM-
7:00PM
$20/hour
Single Group Lesson
Monday-Sunday | 9:00AM-
7:00PM
$10/hour

8.4. Place
The National Ability Center has many locations for their services based on the
activity. But the central location where most everything takes place is in Park City. They have
26 acres of land for many recreational activities including indoor rock climbing, horseback
riding, archery, etc. It is also minutes away from an indoor ice rink, a reservoir, ski resorts,
and beautiful hikes. Being in Park City also provides clean mountain air and a scenic getaway
from the big Salt Lake City.
However, a large portion of our target population comes from Salt Lake City, so the
farther distance might be a limitation. Currently, consumers are in charge of getting
themselves to NAC on their own, and then NAC will transport them to whatever activity they
have planned. Although NAC sometimes partners with different facilities in the valley, NAC
should think about opening a Salt Lake location with a shuttle system from one location to the
other depending on what activity an individual is signing up for.

BIATHLON: Location National Ability Center
LESSON TYPE DAYS & TIMES COST
Half Day Biathlon
Experience
Saturdays | January 5 April 12 | 9:00AM-
12:00PM
$25 per person /
per day
National Ability Center | Marketing Plan | 4-3-2014 23
8.5. Connection and rationale
As stated earlier, the NAC is a non-profit organization, and the main goal is
reinforcing relationships and building support systems. Therefore, it is fair to conclude that
the pricing strategy is only to cover the costs made by NAC, including a small margin to
account for future expenses. However, they do look at the competition, as they obviously do
not want to be much more expensive than their competitors.
Therefore, the pricing strategy of NAC is a mix between market-oriented pricing and
cost-pricing. Furthermore, we suggest it is smart to use price discrimination. The distinction is
already made with some scholarships for disabled people compared to their abled family or
friends. We suggest to also make a distinction between disabled people without a scholarship
and their abled family or friends, and give them some kind of discount.
We also recommend extending the incorporation of family and friends of the disabled
participants in the programs. NAC is currently working on this, and we highly suggest they
keep working on this. The feedback from their participants provides enough data to build a
solid foundation of the further incorporation of people without disabilities.
National Ability Center | Marketing Plan | 4-3-2014 24
9. Appendices

Appendix A

THE NATIONAL ABILITY CENTER / BRONFMAN FAMILY RANCH AND
RECREATION CENTER
In 1996 an anonymous donor provided the National Ability Center with 26-acres of pristine
land minutes from three world-class ski resorts and Main Street in Park City. As the
culmination of our founders life-long vision, the National Ability Center is a place where
there are no boundaries a place for self-discovery, and a place where everyone can
challenge their abilities to achieve their personal best.

RICHARD E. MARRIOTT PROGRAM SERVICES BUILDING
The Richard E. Marriott Program Services Building is state-of-the-art and features: a 32-foot
indoor rock climbing wall; a 400-square-foot reception area; a 1,200-square-foot multi-
purpose room that can be divided into three separate 400-square-foot meeting spaces; a 20-
person conference room; administrative office and meeting space. Reception and meeting
spaces can be rented by groups and individuals for programs, trainings, events and receptions.

The National Ability Center is a proud partner of Rocky Mountain Powers Blue SkySM
renewable energy program. With the support of Blue Sky customers, a 30.1-kilowatt solar
array was installed on the roof of the National Ability Centers program services building in
2013. This photovoltaic system made up of 118 solar panels measuring 35-feet each
harnesses energy by converting light into an estimated 43,819 kilowatt-hours of electricity
each year. Online Solar Monitoring
QUESTAR PAVILION
The outdoor Questar Pavilion can accommodate groups for picnics and barbecues. Grills,
picnic tables and a beautiful outdoor setting provide all the amenities you need to have the
perfect group gathering.

PEERY SCOWCROFT EQUESTRIAN CENTER
The Bronfman Family Ranch and Recreation Center is home to a diverse herd of horses. The
Equestrian Program utilizes six pastures, eleven stalls, a tack room and indoor and outdoor
National Ability Center | Marketing Plan | 4-3-2014 25
riding arenas. The facility can be utilized for events and fundraisers and is equipped with
lighting and heating for winter and evening events.

LODGE
The lodge is a two-story facility approximately 7,500-square-feet in size. It includes 25
double occupancy rooms with private baths. The building features a lobby and common
gathering area as well as a kitchen and dining area. Outside vendors are available for catering
services. Housekeeping services are offered and a resident manager is on the premises.

EASTON FAMILY ARCHERY RANGE
The Easton Family Archery Range was completed in the fall of 2012. Archery is a popular
and growing recreational and Paralympic sport, and the range is used by groups, families,
individuals and camps. The shooting area is covered by a shady pavilion, and targets can be
placed anywhere from 10 to 70 meters. In the winter, the area is maintained and groomed and
is often used as a staging area for cross country skiing, snowshoeing and biathlon.

MOUNTAIN CENTER
Our flagship facility, dating back nearly 20 years, is home to the origins of The National
Ability Center. The 1,800 square foot facility continues to house our winter ski and
snowboard programs at the base of Park City Mountain Resort. The facility has a robust
winter program schedule supported by more than 60 mission-minded, full-/part- time staff and
volunteers. Recent renovations have allowed the facility to be more accommodating, with
improved interior flow, technology upgrades and a spacious 500-square-foot exterior deck
with new ADA accessible ramps.

JORDANELLE STATE PARK & RESERVOIR
Jordanelle State Park surrounds a reservoir in Wasatch County, just south of Park City and the
National Ability Center Ranch. The reservoir at this state park is very popular for boating,
water sports and fishing. The National Ability Center utilizes its recreation popularity to
operate Water Sports programs including water skiing, wake boarding, kayaking, canoeing
and paddle boarding.

AQUATICS CENTERS
National Ability Center | Marketing Plan | 4-3-2014 26
The National Ability Center offers aquatics programs year-round. To host our lessons, we
utilize local aquatics centers such as the Park City MARC and Ecker Hill Aquatics Center, as
well as the Heber Aquatics Center in Heber City.

PARK CITY ICE ARENA
The Park City Ice Arena is an indoor, year-round facility. The Olympic-size ice sheet offers a
variety of activities including open skate sessions, private lessons, group rates, corporate
outings and childrens camps. The National Ability Center uses the arena to host recreational
and competitive sled hockey activities.

PARK CITY & ROUND VALLEY
Park City, Utah is far more than a ski resort town. Here, youll find a scenic mountain
community filled with year-round activities and an action-packed calendar of events that
extend far beyond skiing and snowboarding. Our three top-rated resorts Deer Valley Resort,
Canyons Resort and Park City Mountain Resort will keep your schedule filled with
everything you could ever want for your next vacation, whether it be summer or winter. In
fact, all three of these incredible resorts were recognized in SKI Magazines Top 10 Ski
Resorts Reader Survey.
The National Ability Center is situated in Round Valley, just minutes from Park Citys main
street. Round Valley contains more than 690-acres of contiguous recreational open space and
is considered by many locals as Park Citys playground. The area boasts over 30 miles of high
desert trails, which provide spring through fall recreational opportunities. Moreover, during
the winter months, approximately 15 kilometers of groomed trails are made available for
snowshoe and cross-country ski enthusiasts. Also located in the Quinns Junction/Round
Valley area are National Ability Center recreation and wellness program partners: Park City
Medical Center, Summit Pediatrics, Peoples Health Clinic, U.S. Ski and Snowboard
Association, Park City Municipal Ice Arena and Park City Sports Complex.

ADDITIONAL COMMUNITY LOCATIONS
Aside from our own campus and regular activity locations, we partner with additional
community facility resources, including: Acord Ice Center in West Valley City, Utah Olympic
Park, Snyderville Basin Special Recreation District, White Pine Touring, Soldier Hollow
Resort and the Uinta National Forest.
- See more at: http://www.discovernac.org/about/facilities/#sthash.QsGWyetF.dpuf