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Marketing Plan David Royall Jared Lauritsen Eric Everett Nicole Radut

Marketing Plan David Royall Jared Lauritsen Eric Everett Nicole Radut. Outline. Introduction Marketing Strategy: Three Target M arkets Strategies Competitive Forces Communication Implementation: Introduction Vacationing Retirees Adventurers Transients Conclusion and Questions.

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Marketing Plan David Royall Jared Lauritsen Eric Everett Nicole Radut

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  1. Marketing Plan David Royall Jared Lauritsen Eric Everett Nicole Radut

  2. Outline • Introduction • Marketing Strategy: • Three Target Markets • Strategies • Competitive Forces • Communication • Implementation: • Introduction • Vacationing Retirees • Adventurers • Transients • Conclusion and Questions

  3. Marketing Plan • Purpose • Generate additional funding • Best uses of media and marketing techniques • Market segments • Vision & Objectives • 25% occupancy in 1st year • Sustainable marketing

  4. Marketing Strategy • Three target markets • Vacationing retirees • Adventurers • Transients

  5. Vacationing Retirees Why would they want to come to the Inn? • Escape from their normal surrounding • Relax in nature • Do some easy outdoor activities • Emphasis: • Room´s porches • Monastery antiques • Quality of furniture • The Monastery´s silent breakfast • Explore the Monastery Spirit Center, Museum & Gift Shop

  6. Adventurers • Younger • Require less amenities • Want to be close to nature • Marketing focus • Outdoor recreation • Local amenities • Snow • Hiking • Water • Online reservations

  7. Transients • Range from any age group • Same marketing plan • Word of mouth and regional advertising • Reasons for staying • Visiting family or friends • Visiting festivities (fairs, rodeos, other) • Traveling through

  8. Competitive Forces • Competitors • Dog Bark Park • Village Motel & Country Haus • Visibility

  9. Communication • Three steps: • Before stay: email after the reservation to confirm, thanking and asking if they need some advice or help • Arrival: greet with a Welcome Kit : • pen and notebook with the Inn logo • brochure listing local amenities • business card • comment card • After stay:mail or call within one month for inquiring and welcome back

  10. Implementation • Goal: sustainable marketing • Word-of-mouth • Emphasis • Commitment to hospitality • History • Beautiful property • Comfortable rooms

  11. Implementation • Vacationing retirees: • Travel agencies: declining in popularity but still have a strong pull; appendix A • Travel magazines: • Travel and Leisure Magazine (www.travelandleisure.com) • National Geographic Traveler Magazine ( www. traveler.national.geographic.com ) • Frommer´s Travel Guides (www.frommers.com) (This is the most expensive option)

  12. Implementation • Vacationing retirees: • Yellow pages: traditional source of advertising • it is a good method for people in town, or who have family or friends in town • around $200 • Action Plan: • First, focus on relationship with travel agencies • When more money is allocated  yellow pages and travel magazines

  13. Implementation • Adventurers • Website Techniques • Search Engine Optimization • Third-Party Website • Kayak.com • BedandBreakfast.com • Online Reservation System • www.keepmebooked.com

  14. Implementation • Transients: • Local Businesses & Individuals • Promoting each other • Annual Festivities • Media Kit • Visit businesses and travel agents • Chamber if Commerce • Give the Inn a voice in local market

  15. Implementation • Transients: • Local Media: • Newspapers • Chronicle • Idaho Mountain Express • Prices may vary based on size of ad • 1 column wide by 1 inch is $16.40 • Action plan: • Complete all Methods presented • Contact business provided • Inform them of opening • Work out a deal between them and the Inn

  16. Summary • Target Markets • Hospitality before, during, & after stay • Word-of-mouth • Relationships • Webmaster techniques • Listings • Reservation Management • Local amenities

  17. Questions?

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