Suggestions on marketing strategy for the target group

This persuasive business communication letter suggests that Tourism Calgary should reformulate its advertising campaign to target the under 50 age group with an inclination for organic food, health, and consciousness. The letter recommends including information on local farms, outdoor trails, historical and cultural activities, eco-friendly shopping destinations, and healthy food and beverage restaurants. The letter also suggests using technology and influencers to reach a wider audience.

Running head: PERSUASIVE BUSINESS COMMUNICATION LETTER
PERSUASIVE BUSINESS COMMUNICATION LETTER
Name of student:
Name of university:
Author note:

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PERSUASIVE BUSINESS COMMUNICATION LETTER
Ms. Claire Hunter,
Manager of Marketing & Communications,
Tourism Calgary,
1290 West Trans Highway,
Calgary, AB, T3 0G5
April 4, 2018
Dear Ms. Hunter
Subject: Suggestions on marketing strategy for the target group
This is in response to your request regarding the marketing suggestions to expand the
customer base of Tourism Calgary. Firstly I would like to extend my gratitude on behalf of
Creative Marketing for the Modern Tourist, for approaching the firm. I have made certain
observations regarding the current marketing strategies of you company. The current
marketing strategies definitely demonstrate your company towards the company and we
value your sincere endeavours. However, with the changing undercurrents of the society,
there needs to be an adaptive approach that would expand the customer base of the company.
I observed that till now the advertising campaign of the company was targeted the rodeo and
Calgary customers. Retaining a loyal customer base is definitely a good strategy but there is a
need to reach out to the wider audience so that the other travellers feel equally welcomed.
The wider customer base of travellers who travel with Calgary Tourism belong to the under
50 age group. This group prefers to bring their family during the travel. Apart from that, the
characteristics of this group are also important to devise the adequate marketing strategy.
This group demonstrates environmental consciousness, have inclination for organic food and
are passionate towards health and consciousness. On the contrary you marketing material
advertises on the local bars and restaurants and the conference centres in the city that might
be of little or no interest to this targeted group.
It is important to reformulate the content of the advertisement that takes into account the
specific interests of this targeted group. The advertising campaign should include information
and details about the local farms especially organic food market in different cities, elaborated
outlook on the extensive outdoor trails like hiking, trekking, camping and rock climbing.
There should also be information on the different historical and cultural activities in the city.
Since the targeted group is environment conscious there should be information on events and
workshops that are compatible with their taste. There can be a brochure suggesting the list of
shopping destinations to purchase eco-friendly apparel, jewelleries and accessories. There
should be a list of restaurants that serve healthy food and healthy beverage. There can be a
pictorial and video campaign that may involve the loyal customers of the company as it will

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PERSUASIVE BUSINESS COMMUNICATION LETTER
render a greater appeal. The company can extensively make use of technology like Facebook,
Twitter and Instagram. Youtubers and travel bloggers can call on-board who can reach to a
wider audience and generate excitement about the new venture of the travel and tourism
company. The company can also approach renowned celebrities in Canada and promote the
vision of the company.
We would be truly happy to extend further help in this matter. In case you have enquiries,
clarifications or further discussions you can write to us.
Sincerely,
Sarah Betty Wilson
SARAH BETTY WILSON
Senior Marketing strategist,
Creative Marketing for the Modern Tourist