Page 1 of 21

Ryley Rasmussen
Rec 445
Final Paper

Contents
Management Section – pg. 2

I. Organization Type – pg. 2

II. Vision – pg. 2
III. Mission –pg. 2
IV. Program Description –pg. 2
V. Logic Model – pg. 3-6
VI. Outcomes – pg. 6
VII. Approach to Leadership - pg. 6-7

Marketing Section

VIII. Target Market - pg. 7-9

IX. The Message(Product) - pg. 10
X. Mediums - pg. 10-12
XI. Metrics/Outcomes – pg. 13

Budget Section

XII. Mission Statement – pg. 14

XIII. Program Description – pg. 14
XIV. Program Financial Goals - pg. 14
XV. Line Item Budget – pg. 15-18
XVI. Budget Summary – pg. 18
XVII. Executive Summary/Conclusion – pg. 18-19

Citations/Appendix

XVIII. Management Citations – pg. 19

XIX. Marketing Citations – pg. 19-20
XX. Budget Citations – pg. 20
XXI. Appendix – pg. 20
Page 2 of 21

Management Section

I. Organization Type- Sacred Heart Wilderness School is a Not-for-profit business with a

focus on bringing education focus on experiential learning in the area of primitive

wilderness skills, leadership development, and community building. Our organization

focuses on youth programing and development with the hope that as we grow we will

acquire the resources in order to start providing programming for adults.

II. Vision - Through experiential education we strive to reconnect people with the earth and

enable individuals to share this knowledge to create a ripple effect creating a more

diverse, inclusive, innovative, and sustainable world.

III. Mission - Our mission is to use experiential education to reconnect ourselves with the

earth by immersing our community in a wilderness setting to forge a connection with the

ideals of community, conservation, and inclusion in order to develop solutions to the

problems facing society and the environment.

IV. Program Description:

a. Location: Finger Lakes Region, Hector, NY. Cat elbow within national forest.

b. Target Demographic: 6-10 year olds

c. # Of Participants: 8-12

d. Environment: The property includes forests, gorges, streams, and fields with a broad

spectrum of bio diversity of central NY

e. Length: Mon-Fri 9am-5pm day week long program

Page 3 of 21

f. Summary: Campers spend the week in a wilderness setting where they will spend the

week learning about the different plants and animals, how our ancestors use to

survive, all while developing their technical, interpersonal, and leadership skills.

Connecting with the earth and increasing our awareness by practicing the skills that

kept our ancestors alive such as tracking, fire making, stalking, will instill a new

sense of self efficacy in participants. By sharing the gifts of nature in a fun, unique

experience participants will leave with an urge to share their love the wild and the

need to protect it.

V. Logic Model

a. Inputs

i. Insurance

1. Liability insurance

2. Property insurance

3. Health Insurance (Staff, Campers)

4. Workers Compensation

ii. Office Equipment

1. Computer Supplies

2. Printing Supplies

3. Writing Material

4. Filing Cabinets

iii. Program Supplies

Page 4 of 21

1. Knives

2. Rolls of Jute

3. Natural Raffia

4. Matches

5. Cedar Posts

6. Hatchet

7. Folding

8. Medical supplies

9. Blindfolds

10. Bandanas

iv. Staff Curriculum

1. First Aid/Risk management

a. Lead Instructors will be required to have a current wilderness

first aid certification or higher to be hired.

b. Assistant Instructors will have to participate in a first aid

CPR/AED course that we will provide.

c. All Staff will participate in a risk management/CAR workshop

to insure staff are aware of policies and procedures when acting

as a mandated reporter or documenting incidents, and work

through hypothetical scenarios with groups to work on incident

prevention.

2. Technical skills – A crucial part of our program is providing skills

that participants can work on and develop not only during

Page 5 of 21

programming but over a lifetime in a variety of settings. Therefore, it

is crucial that our staff is invested in developing and learning new

wilderness skills to share in programs. During staff training we cover:

a. Fire

b. Tracking

c. Stalking/Camouflage

d. Carving.

e. Crafting

f. Projectiles

3. Interpersonal/Conceptual Skills

a. Awareness

b. Teamwork

c. Orienting/Navigation

d. Social Cues

e. Identifications

b. Outputs

i. Goals:

ii. We want to have at least 10 participants for program.

1. Advertise in local communities

2. Develop/promote website

3. Promote primitive skills through demos to raise awareness of program

iii. Recruit instructors

Page 6 of 21

1. Create job description with qualifications to ensure applicant is a

worthy candidate

2. Advertise job to local colleges with outdoor programs

3. Post to outdoor sites

iv. Prepare land for camp programs

1. Create designated impact spots for home base

2. Check property for hazards and resolve if needed

VI. Outcomes

i. Participants show progression in social skills and have an increase in

awareness of their interactions with others through participating in activities

outside their comfort zone while engaging in teamwork.

ii. Have a greater sense of self-efficacy from having increasing their skillsets and

spending independent time in the outdoors.

iii. Made a connection with the earth and has a sense of protection for it

VII. Approach to Leadership

a. Inspire a shared vision by dedicating time to working with staff prior to the program

to share knowledge and help them developed and see the power of the outdoors.

b. Have a diverse and inclusive environment for all by committing to reaching out to

different communities to offer programs, work, services, for individuals of all abilities

and needs

c. Listen first, strength in a community is found in the diversity and differences among

us. Reach out to all levels of the organization when it comes to moving the

organization forward for all.

Page 7 of 21

d. Promote growth of individual and offer leadership programs to allow participants to

become involved in the organization and for that flow upwards to continue into staff

development to create a community committed to the mission.’

e. Provide opportunity for rest and reflections to let things set in, and then provide

opportunity for individuals to voice their ideas to the group. Develop a culture of

sharing in the gifts of the earth and each other with a mindset focused on gratitude.

Marketing Section

VIII. Target Market: Our program will be located in Hector NY, just off of the wine trail on

the east side of Seneca Lake just in the national forest area on private property (Place).

a. Demographics

i. Schuyler County

1. Population- 17,807

a. Female 50.2% Male 49.8%

b. Persons under 18 years 18.6%

2. Median income - $51,479

ii. Seneca County

1. Population 34, 016

a. Female 47.5% Male 52.5%

b. Persons under 18 years 20%

2. Median income - $54,695

b. Psychographics

i. Schuyler County/Seneca County (Regions board and psychographics

are transferrable between counties)

Page 8 of 21

1. Homesteaders – Many families have a small farm or garden in

order to maintain a connection to the earth and level of self-

sufficiency.

2. Agriculturally focused – The economy of this region is largely

reliable on the agriculture/farming industry which not only

provides a mean for tourism (wine) but as well as growing food for

the populations.

3. Environmentalists – Having a large amount of the economy based

off tourism for wine as well as natural wonders such as parks and

things the community strives to protect the environment.

c. Target Segments

i. Parents who work 9-5 with children aged 6-10: This program works as an

education center as well as providing a safe, inclusive, and fun

environment for children to develop along with each other.

1. Need being met: A safe place for their children to be supervised as

well as growth and development to occur during the week for their

child when they do not have the ability to do so. We will be

offering extended day opportunities for those parents who are not

able to make it to the regular pick up time due to work.

ii. Children who spend above the average time on screens or other electronic

devices: Research shows that kids who are on screens to much are more
Page 9 of 21

likely to develop anxiety and depression. (Child Mind Institute, why kids

Need to Spend Time in Nature)

1. Need being met: Children in this age group need time for social

interaction with other children as well as the physical world which

helps with long term happiness.

iii. Families who would fall into the working class to low middle class:

Provide sliding scale fees (Price) to insure that our program is accessible

to as many people as possible regardless of a means to pay.

1. Need being met: Parents want to offer all of the opportunities to

their children so will have a sliding scale to insure parents with not

as much income can give their child a chance to thrive or grow in a

new community.

iv. Week long programs (5 days) as a day camp make the camp more

accessible to kids who may be on vacation with their parents from other

areas. Our program is an opportunity for children to be able to have a little

separation from their parent in a new area, learning new skills.

1. Need being met: Our area is very touristy from museums, to

wineries, to amazing hiking trails. All of these activities may not

be the most kid friendly or have other kids around. By providing

day camps that are only a week long we become an option for

parents to use to entertain their kids during the day for their

vacation time.
Page 10 of 21

IX. The Message (Product): We will provide instruction and mentoring for personal and

social development through experiential education and play in a primitive wilderness

setting to promote a shift in society to focus on community, conservation, and well-being.

Campers will leave this program with a new found sense of confidence after spending the

week outside of their comfort zone and learning skills independently as well as a part of a

team. We want families to know:

a. Our participants will feel a part of a community where their children are taken

care throughout their time with us as well as offered opportunities for

volunteering and work as they age out.

b. Reconnecting with the earth has countless health and wellbeing benefits including

an overall increase in happiness. “Nature may promote learning by improving

learners’ attention, levels of stress, self-discipline, interest and enjoyment in

learning, and physical activity and fitness.” (Kuo, Barnes, & Jordan, 2019)

c. Together we can make a positive impact on environmental issues by becoming

more environmentally aware ourselves.

X. Mediums (Promotion): How will we get the word out?

d. Social Media

i. Promote programs and website via Instagram and snapchat via

advertisements multiple times a month leading up to program.

1. I have experience running social media pages as well as creating

websites and will accomplish this task or hire someone to do so.

e. Website – Our website will feature

i. Description of organization and program

Page 11 of 21

ii. Quick and easy registration and contact information

iii. Information about what our mission and what we do to entice people to

support us via the donation button

f. Newsletter (Direct Mail Campaign table 12.10)

i. As a Non For Profit we plan to work with local school districts to send a

newsletter home promoting program.

1. Meet with school to explain the benefits of their kids attending

your program such as responsibility and sense of leadership that

will help them do better in class.

g. Free workshop/Demo at a local farmer’s market (Watkins Glen/Seneca Falls)

i. Present a free workshop on friction fire, cordage, and/or other hard skills

for adults to have the opportunity to explain the benefits of having their

child in program and exposure for your program.

1. Market to adults with children. People who attend farmer’s

markets are usually more inclined to be interested in outdoor

programs due to the organic nature of farmer’s market.

h. Feedback forms

i. Give participants opportunity to express how they feel about the program,

as well as what can be better and how they might want to get involved.

Include space for them to list how they found out about the program.

i. Special Discounts
Page 12 of 21

i. Since our organization is new we will be offering discounts such as 10%

for those who are first timers or bring someone else to the program who is

a first timer.

j. Job Advertisement

Job Title: Program Director

Job Description: The main roles of the program director are to recruit, interview and hire staff,

approve program plans, manage the program budget, build report with the community, as well as

facilitate staff training and development. The program director will also be called on for field

work during the program when need to by field staff. Lastly the program director will be

responsible for growing the program and planning for future growth and addition of programs.

Job Requirements: Bachelors Preferred or 5 years’ significant relevant work in recreation.

WFR Certified,

Knowledge, Skills, Abilities: Proficient with technology, word, excel, Microsoft Teams, be able

to role model, public speaking, skilled in bush craft, naturalist crafts, and other primitive skills.

Able to inspire creativity in staff and mentor leadership. Proficient in public relations and able to

organize community events as well as conducting risk assessments for all events and programs.
Page 13 of 21

XI. Metrics/Outcomes

k. Metrics – Measures of advertising efficacy

i. Programs reach at least 100% creating the need for a wait list or 2nd

program.

ii. 7% of our budget comes from contributions from grants and or donors

allowing us to use a sliding scale and offer scholarships

iii. At least 50% of the participants are from working class families.

iv. Participants are coming from congruent school districts.

v. Program contains a participant from out of state

vi. We have an overall increase in participation sign up throughout the year.

l. Outcomes

i. We create a 2nd group of the same program to account for waitlist.

ii. We create a program for a new age group to reach new target market

segment.

iii. Parents become returning customers and even participants for future

programs.

iv. Kids leave with a social support network that can be utilized outside of

programming Ex. Kids coming from similar classes become friends.

v. Program breaks even and any excess money can be reinvested into the

program quality or accessibility for participants.

Page 14 of 21

Budget Section

XII. Mission Statement – Together with the help of our wilderness, local, and academic

communities we will bring financially accessible programming to our participants by

demonstrating the need for nature based learning to help reverse problems facing the

environment as well as society we will attract a substantial amount of participation as

well as financial support from the community to support the growth and development of

this Non-Profit. This will allow us to increase staff to allow for a larger number of

campers, increased number of programs and age groups, eventually develop an

expedition camp as well as create a CIT program.

XIII. Program Description – For a week campers come into the forest to find their new forest

family and take a break from learning the way they do in a classroom. Here the kids will

get up close and personal with the natural world from practicing primitive skills such as

stalking, tracking, natural camouflage, fire, hunting, cooking, as well as feel a part of a

community and a team by playing games, singing songs, and sharing stories. Together we

grow ourselves, each other, and our earth.

XIV. Program Financial Goals – Our program is designed as a self-sustaining model. As a

Non-Profit our goal is to generate enough revenue to cover our costs of running our

program, if profit is made it will be used to move towards growing the programs of our

organization. With this model we can keep our fees for programs as low as possible to

ensure that as many people as possible can participate. Eventually as the program grows

we will be able to cover the cost of participants with needs through scholarships and

community funds received from any grants or donations we acquire.

Page 15 of 21

XV. Line-Item Budget – This budget represents one month of operations which includes

four, one-week camp sessions.

a. Section Summary – This section breaks down the budget expense sections into

categories to provide details on expenditures and the correlation to the program.

i. Administrative Personnel – This section of the budget lists the monthly

salaries of the administrative staff. These salaries account for all of the

administrative work as well as any training, field, or instructional work

that may be the responsibilities of these staff members under uncommon

situations.

ii. Facility/Operational Bills – This section contains the monthly bills that

are related to the costs of operating our facility. As a nature camp we are

able to limit this section as the uses are mainly used for the administrative

staff or in preparation for programs but not the actual programs.

iii. Insurances – This lists the cost of the different types of insurance our

program needs to have. Our program involves a variety of risks and it is

critical that we have proper protection for participants, staff, and the

facilities.

iv. Training/Certifications – In this section this breaks down the cost of the

trainings and certifications that our instructors will receive as being a part

of our team. These trainings are required in order for us to insure the

safety of our participants as well as an enjoyable and memorable

experience. Trainings will be done internally by staff while certifications

will be done through 3rd party providers.

Page 16 of 21

v. Office Equipment – This section breaks down the costs of office supplies.

Most office supplies will only need to be purchased once and then

maintained. Others are bought in bulk and will be replenished as needed.

vi. Medical Supplies - This sections lists the costs of our first aid kits as well

as some additional items. As programs grow and participation increases

this section will need to be expanded to include bulk purchases of

individual supplies to eliminate the need to buy new kits when we can

restock them.

vii. Program Materials – This section lists the cost of program materials

which will be purchased in bulk and replaced as used. As new programs

are created this list will expand and may become a part of the annual

monthly budget if programs are consuming them at an increased rate.

viii. Field Staff – This section is to list the wages of field instructors which are

subject to how many hours they work. Days potentially end early due to

weather or other emergencies which may affect hours.

ix. Weekly Expenses – This section is where the weekly expenses are listed.

The weekly expenses would include whatever number of shirts we need to

order to match that week of camp as well as any food purchases for the

special surprise at the end of the week which the campers get to enjoy.

Amoun
Revenue t
Program
$19,20
Program fee x24 x $200 x 4wks 0
Donations
Community donations $100
Business Donations $500
Page 17 of 21

Grants
CNY Community Foundation $3,000
Fixed Expenses
Personel:
Program Director's Salary/Month $4,000
Marketing Director Salary/Month $3,700
Human Resources Director/Month $3,800
Facility/Operational Bills
Facilities $300
Utilities $115
Phone $8.90
Website $20
Insurances:
Liability = $68 x 24 participants $1,632
Property $127
Health Insurance $712
Workers Comp $47
Trainings/Certifications
CPR/First aid x 4 x $150 $600
Background Checks x4 x $20 $80
Staff Orientation/Training $250/day $750
Office Equipment
Pencils 150 $12.49
Pens 100 $39
Clipboard
s 12 $24.99
Printer/Scanner $89.99
Computer $500
Medical Supplies
First Aid Kit x3x$28.95 $86.85
Ice Packs 6pk x 4 x $9.21 $36.84
Masks 50pk x 4 x $24.99 $99.96
Program Materials:
Blindfolds/bandanas 12 $12.99
$230.5
Knives x 10 x 23.49 0
Hatchets x 4 x $12.99 $51.96
Saws x 2 x $21.98 $43.96
Roll of Jute $24.00
Matches 10pk x 10 x .$92 $9.20
Cedar Posts x2 $53.06
Tarps small $7
Tarps large $42
Page 18 of 21

Paracord $40
Variable Expenses
Staff
2 Lead instructor $14.50 x 40hrs/wk x 4 wks $2,320
2 Asst. Instructor $13.50 x 40hrs/wk x 4 wks $2,160
Weekly Expenses
$256.0
Shirts $10.67 x 24 participants 8
Friday Food Treat $20
$22,80
Total Revenue 0
$22,05
Total Expenses 3
Total $747

XVI. Budget Summary - Our program is to bring our participants into nature to forge a
connection with themselves, their community, and the earth. Our budget is designed to
minimize the program fee to include as many participants as possible, invest in materials
to facilitate experiential learning, ensure that our program meets the industry standards
and is as safe as possible. By ensuring that at least 7% of our budget is coming from
donations and grants we able to use this extra funding to offer a sliding scale for
participants as well as certain scholarships based on the amount of donations received
above 7% of the budget.
XVII. Executive Summary/Conclusion

Since the dawn of humans we have been constantly learning and growing with our natural

world. In recent years it has become increasingly clear that we have fallen away from the earth

as we destroy it in exchange for money and comfort. Our organization is here for the people as

we utilize all donations and grants to directly benefit our community through strengthening our

program and making it more accessible. Now more than ever it is critical that we relearn how to

relive in harmony with the natural world and share this connection with future generations. Our

nature learning center is here to provide youth in the finger lakes area a wilderness setting
Page 19 of 21

where we will inspire curiosity for them to connect with the earth and share in our mission to

practice the ideals of conservation, community, and leadership through experiential education

of primitive skills. Together with our community we will grow our program to provide

opportunity for more age groups and achieve a more sustainable world by connecting people

with nature, each other, and themselves.

XVIII. Citations For Management

Kuo, M., Barnes, M., & Jordan, C. (2019, February 19). Do Experiences With Nature
Promote Learning? Converging Evidence of a Cause-and-Effect Relationship. Retrieved
December 17, 2020, from https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6401598/

Insurance. (2015, October 27). Retrieved December 17, 2020, from

https://www.acacamps.org/staff-professionals/core-competencies/business-management-
practices/insurance

Tom Brown, Jr.'s Tracker School. (n.d.). Retrieved December 17, 2020, from
https://www.trackerschool.com/

Trackers Earth: Summer Camp Jobs in CA, CO, OR & WA. (n.d.). Retrieved December 17,
2020, from http://www.backdoorjobs.com/trackersearth.html

XIX. Citations For Marketing

Danielle Cohen is a freelance journalist in New York City. (2020, August 17). Why Kids
Need to Spend Time in Nature. Retrieved December 17, 2020, from
https://childmind.org/article/why-kids-need-to-spend-time-in-nature/

Edginton, C. R., Lankford, S., Larsen, D., & Hudson, S. D. (2015). Managing Recreation,

Parks & Leisure Services (4th ed.). Van Haren Publishing.

U.S. Census Bureau QuickFacts: Schuyler County, New York. (2019). Census

BureauQuickFacts. https://www.census.gov/quickfacts/schuylercountynewyork

U.S. Census Bureau QuickFacts: Seneca County, New York. (2019). Census Bureau

QuickFacts. https://www.census.gov/quickfacts/senecacountynewyork
Page 20 of 21

W., E. (n.d.). Preschool Programs. Retrieved December 17, 2020, from

https://primitivepursuits.com/

Home " Wilderness Awareness School. (2020, April 08). Retrieved December 17, 2020, from
https://www.wildernessawareness.org/

XX. Citations For Budget

Home. (n.d.). Retrieved November 02, 2020, from https://www.indeed.com/career/camp-

director/salaries/Ithaca--NY?from=top_sb

Insurance. (2015, October 27). Retrieved November 02, 2020, from

https://www.acacamps.org/staff-professionals/core-competencies/business-management-
practices/insurance

Summer Camp Rentals in New York. (n.d.). Retrieved November 02, 2020, from
https://www.camprentalchannel.com/New-York/

Home Phone Service Providers in Hector, NY. (2018, March 07). Retrieved November 02,
2020, from https://www.wirefly.com/compare-home-phone-service/new-york/hector

Sadler, J. (n.d.). Day Camp Insurance (non-sports): Instant online quotes. Retrieved
November 02, 2020, from https://www.sadlersports.com/daycampinsurance/

General Liability Insurance. (n.d.). Retrieved November 02, 2020, from

https://generalliabilityinsure.com/small-business/camp-insurance.html

New York Business Vs. Individual Health Insurance: A Cost Comparison. (2020, February
19). Retrieved November 02, 2020, from https://www.wellthie.com/new-york-business-vs-
individual-health-insurance-a-cost-comparison/

How Much Does Workers' Compensation Insurance Cost? (n.d.). Retrieved November 02,
2020, from https://www.insureon.com/small-business-insurance/workers-
compensation/cost

The Central New York Community Foundation. (n.d.). Retrieved November 02, 2020,
from https://cnycf.org/about
Page 21 of 21

XXII. Appendix.

From Primitive Pursuits Website