Dombrowik continued, "Consistent with our goal to evolve to a year-round marketing strategy, we began selling 2014 travel in February and launched our first-ever spring campaign in March. Thus far, the results have been encouraging. We have generated almost 1,900 enrollments for the 2014 travel season and saw an improvement in meeting attendance rates relative to the fall campaign. We believe our multi-channel strategy, with an emphasis on cross-channel coordination of direct mail and digital, is playing a significant role in these initial results. It is still very early in the 2014 selling season and it would be very premature to call this a trend. However, we are encouraged and will work to hold these rates through the balance of our 2014 sales efforts."
"To further support the 365 days a year marketing effort, we are launching a slate of new programs this year to meet a demand for select destinations that favor winter season travel. We believe these programs will contribute to our 2013 enrollments and revenue. This year-round strategy better aligns us with consumer interest, while mitigating some of the risk associated with the historical reliance on a one-time fall marketing campaign. It will also offset some of the seasonality inherent in our summer-focused travel business. These changes will further enhance our ability to offer a life changing educational experience that resonates with our target audience and give them choices for when they are ready to participate."
Dombrowik concluded, "For the balance of 2013, we will continue to focus on our core business. We are executing and refining our multichannel marketing approach while rightsizing our cost structure, which for the rest of the year is primarily focused on securing 2014 travelers. Most importantly, we are carrying out our mission to deliver our unique People to People experiences while preparing the next generation of globally aware citizens. We look forward to another rewarding and safe summer travel season."
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