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Working Your Marketing Plan

Working Your Marketing Plan. Climbing to New Heights. Session Objectives. Philosophy 2011 Execution Feedback for 2012 Current Relevance. Philosophy. Blueprint for Budget Allows for strategic planning Means of communication of strategy United goals Not a report, but a TOOL.

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Working Your Marketing Plan

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  1. Working Your Marketing Plan Climbing to New Heights

  2. Session Objectives • Philosophy • 2011 Execution • Feedback for 2012 • Current Relevance

  3. Philosophy • Blueprint for Budget • Allows for strategic planning • Means of communication of strategy • United goals • Not a report, but a TOOL

  4. Execution – Roll Out

  5. Execution - Completion • Rev Par Worksheet • New Template • Marketing Plan • RDOS Review and Comments • Room Revenue Budget • RVP/RDOS Review via Webinar • Catering Revenue Budget • Sales Expenses

  6. Execution – Plan Contents • PKF Stats • 5 Key Strategies • Local Market Assessment • Positioning Statement • Market Overview & Business Climate • Demand Generators • Development • CVB Stats

  7. Execution – Plan Contents • Convention Calendar • Comp Set Analysis • Group Pace – “Group Analysis” • Key Accounts • Segment Strategies • Sales Activity Calendar • Key Action Steps

  8. Current Relevance Your FIVE KEY STRATEGIES are your compass to CLIMB your mountain. • Read them. • Now look at your P&L • How do they compare? • How are you achieving your strategies YTD? • Are they still relevant?

  9. Example – Cherry Creek Key Objective YTD May Transient up 791 y-o-y Group up 1500 y-o-y • Increase transient rooms by 2000 y-o-y and increase group rooms by 836 y-o-y to offset lost airline rooms.

  10. Example – Cherry Creek Performance to strategy: Pretty close on Transient Surpassed expectations on group Current Relevance: Transient still relevant, Group needs a new focus. Corp Group ADR down by $9.00 NEW STRATEGY: Catering Breakfast down $17k. Performance to Last Year vs. Performance to Budget

  11. Example – Hilton SF Key Objective YTD May BAR ADR up $40.90 to last year and BAR revenue up $152k. Occ actually up 26% and ADR up by 10.2% • Increase ADR in BAR in order to increase BAR total revenue. • Corp Transient to decrease in occ by 2% but increase in ADR by 9%.

  12. Example – Hilton SF Performance to strategy: Both achieved YTD Current Relevance: Perhaps, BUT NEW STRATEGY: Consortia down to LY and BUD Corp Group ADR down to BUD Performance to Last Year vs. Performance to Budget

  13. Now, take 5 minutes to Identify your key needs for the remainder of the year

  14. How will you climb your mountain? What are the most critical things that need to happen to achieve this budget?

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