In this project, we hope to work with students to gain insight into customer experience and how to use marketing campaigns to target them. R&B Retreats (www.rbrtreats.com) is a family start up operating within the tourism space. We own 4 cottages in Gracefield, Quebec, on a property formerly used by a fishing/hunting outfitter. Using this history we are transforming the space into an attractive, modern tourist destination with a focus on anglers (fishermen/women). The student's recommendations will help us enhance and refocus our marketing efforts by being able to identify our customer's needs, reach them most effectively, and address any pain points they face. Students will research this market segment's behavior through sales trends of various companies, analyze the data and provide recommendations for how to move forward.

This will involve several different steps for the students, including:

• Analyzing market data to define customer needs.
• Choosing appropriate metrics to examine the data, and analyzing it using data analysis tools if available to them.
• Creating a report with all findings from analysis conducted, including recommendations for next steps.

By the end of the project, students should complete the following list of activities (this is basically a retelling of the steps above):

• Define our potential customer needs.
• Analyze market data of our segment using appropriate metrics.
• Create predictive models for various outcomes the market may face.
• Create a report with all research, analysis, and models used, and provide recommendations for next steps we should take to best reach each segment.

Bonus steps would include

• Including various options for recommendations and explaining the pros and cons of each one within the report.

Final deliverables should include

• A final report including all research, analysis, models, and recommendations.
• A 30-minute presentation to be presented to the project manager.

Students will connect directly with me, Roland for mentorship throughout the project. I will be able to provide answers to questions such as:

• Who are our target audiences?
• What customer segmentation and marketing problems do we want to focus on?
• Input on choices, problems or anything else the students might encounter. the project.