Internal Code: MAS1139
Marketing for Professional Practice 300 Client Briefing
The Leeuwin Ocean Adventure Foundation is a not-for- profit organisation that runs a youth development program, aiming to challenge and inspire young people to realise their personal potential and make a positive contribution to the wider community through the unique medium of tall ship sailing. Launched in 1986, the Leeuwin has continued to sail our Western Australian coastal waters, delivering its unique youth development programs to over 40,000 young people.
Leeuwin II is Western Australia’s own Tall Ship, a 3-masted barquentine with over 810 square metres of sail and an overall length of 55 metres. Leeuwin II is a working ship and all voyage participants are expected to be involved in most aspects of ship operations, from sailing, steering and navigating to cleaning the ship and climbing the mast. Leeuwin operates under the principle of "challenge by choice” – the level of the challenge is up to each individual. Our 28 years of operation clearly demonstrate that the more each participant is willing to challenge themselves, the more they take away from the experience. We have a voyage to suit everyone, from Youth Explorer, Adult Adventure or Ultimate Challenge Voyages to Daylight and Twilight Sails. Our mission is to challenge and inspire young people to realise their personal potential and make a positive contribution to the wider community, through the unique medium of a tall sailing ship.
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1.How do we market to the 17-25 age bracket – Changing the focus from attracting 14-17year old youths to 17-25 year olds which will in turn benefit the Foundation by providing more volunteers to operate the voyages. This will also
raise the overall age and the number of participants.
2. What Fundraising strategies could the Leeuwin Foundation consider to bring in untied funds and long term financial support – (bearing in mind the restrictions outlined below)
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