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Marketing Conversion and New Openings Process June 5, 2007 Marketing Conversion & New Opening Process Name Approval Process Prior to deal execution, the property name options are submitted to Sandy Tango Kevin Rupert, VP Marketing /Strategy provides final approval of property name

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Marketing Conversion and New Openings Process June 5, 2007


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marketing conversion new opening process
Marketing Conversion & New Opening Process
  • Name Approval Process
    • Prior to deal execution, the property name options are submitted to Sandy Tango
    • Kevin Rupert, VP Marketing /Strategy provides final approval of property name
    • Name is finalized at contract signing

This step is crucial and a major dependency to completing logos, collateral, signage, etc.

wyndham naming conventions
Wyndham Naming Conventions

Variations of names are completed for various channels

marketing conversion new opening process4
Marketing Conversion & New Opening Process
  • Logos (Process begins immediately after property name is determined)
    • Once name is approved by Wyndham Hotel Group, Wyndham Brand Marketing creates a property logo for hotels and resorts.
    • Wyndham Garden hotels use Garden Brand Logo with location identifier as outlined on http://wyndhamgraphics.com/sect2/?c=7
    • Historic properties will follow the specs outlined on http://wyndhamgraphics.com/sect2/default.asp?c=8 and submit to sandy.tango@wyndhamworldwide.com for final approval
    • Any other logo ‘special needs’ should contact sandy.tango@wyndhamworldwide.com
    • Wyndham Brand Marketing sends new hotel and resorts property logo to AS Hospitality for stationery, business card and collateral purposes
    • Wyndham Brand Marketing loads the new hotel and resorts property logo onto www.wyndhamgraphics.com in various formats that may be downloaded
marketing conversion new opening process5
Marketing Conversion & New Opening Process
  • Business Cards and Stationery (1 Week after Logo is created)
    • Hotel may contact AS Hospitality (once they’ve receive the new property logo) and they will create business cards and stationery

Steve Bates

AS Hospitality

Tel 901.367.4417

Fax 901.843.4793

Cell 901.301.0221

Email sbates@ashospitality.com

    • ByRequest business cards are ordered by the Wyndham ByRequest Manager
marketing conversion new opening process6
Marketing Conversion & New Opening Process
  • Van Signage (Process begins immediately after logo is developed- 60 days prior to flagging)
    • Go to www.wyndhamgraphics.com under the Advertising tab – Other Media to view the creative for van signage
    • Recommended vendor for Van Signage
      • CommTrans

Rudy Schmidt, MHSNational Account ManagerComm Trans792 South Cooper St.Memphis, TN  38104Phone    800-737-9394 ext 143Fax    901-726-6708rschmidt@commtrans.comwebsite: www.CommTrans.com

    • Property must obtain artwork approval from Sandy Tango if they use their own vendor
    • Allow 6 to 8 weeksfor delivery from time of order
marketing conversion new opening process7
Marketing Conversion & New Opening Process
  • Outdoor Signage (Process begins immediately after logo is developed- 60 days prior to flagging)
    • Go to www.wyndyamgraphics.com/sect4/default.asp?c=7 to view outdoor signage specifications for Wyndham Hotels and Wyndham Garden properties.
    • Recommended vendor for Outdoor Signage

Ron Charlton

Chandler Signs

325 West Main Street, Suite 1012

Louisville, Kentucky 40202

Phone: 502-582-3557

Fax: 502-583-2640

    • Property must obtain artwork approval from Sandy Tango if they use their own vendor
    • Allow 4 to 6 weeks for delivery from time of order
marketing conversion new opening process8
Marketing Conversion & New Opening Process
  • Indoor Signage (60 days prior to flagging)

American Image

201-384-9200

- or -

800-385-9223

marketing conversion new opening process9
Marketing Conversion & New Opening Process
  • Property Photography(Schedule photo shoot after contract is signed – approved photos should be approved and available 45 days prior to flagging:

THIS IS A MAJOR DEPENDENCY FOR WEB SITE DEVELOPMENT,

COLLATERAL AND ADVERTISING

    • Property reviews Photo Requirement list on www.wyndhamgraphics.com
    • Property submit appropriate photos on disk to:

Sandy Tango

Wyndham Worldwide

1 Sylvan Way

Parsippany, NJ 07054

    • If new photos and virtual tours are necessary the recommended photographer is:

Ralph De Caro

Panomedia Productions

webmaster@panomedia.net

856-769-5261 voice

856-769-5383 fax

    • Details of Panomedia Productions packages are also available on www.wyndhamgraphics.com/sect3/WyndhamServices.pdf
    • IF another vendor (or existing photos) is used for photography, property must provide ‘rights of images’ documentation. If models are in the photos, property must provide model release forms to Corporate.
marketing conversion new opening process10
Marketing Conversion & New Opening Process
  • Collateral (Allow 60+ days prior to flagging)
    • Sample specs for collateral (rack brochures, meeting facility guides), as well as portrait photos are available on www.wyndhamgraphics.com
    • Managed properties may work with The Zimmerman Agency – Emily Fish – 850.668.2222 efish@zimmerman.com
    • All collateral must be approved by Brand Marketing
  • Advertising (60 days prior to flagging)
    • Sample specs for ads, as well as portrait photos are available on www.wyndhamgraphics.com
    • All local ads must follow approved brand standard format
    • Managed properties may work with The Zimmerman Agency – Emily Fish – 850.668.2222 efish@zimmerman.com
    • All ads must be approved by Brand Marketing
    • Property to provide any media plans and advertising in the approved format prior to production
marketing conversion new opening process11
Marketing Conversion & New Opening Process
  • Branded Amenities(60+ days prior to flagging)
    • Wyndham Procurement works with property for initial order

Bill Kuruc Wyndham Hotel Group Senior Sourcing Manager 1 Sylvan Way Parsippany, NJ 07054 telephone: (973) 753-7341 / fax: (973) 753-7483

    • Reorders of branded amenities go through WynSource
  • Directory (30 days prior to flagging)
    • Property to provide to Marketing (sandy.tango@wyndhamworldwide.com directory copy, formatted map and one photo choice for e-directory and future printed version
    • Hotel Directories may be ordered through Towne, simply by calling:

Kay Pitsenberger

WYNDHAM ORDER SUPPORT

TOWNE ALLPOINTS

714-540-3095 X 1268

    • NOTE: Wyndham will not be re-printing directory in the immediate future
marketing conversion new opening process12
Marketing Conversion & New Opening Process
  • Redbook(Order once contract is signed)
    • Contains detailed information about Wyndham’s corporate marketing programs and promotions for the use of front desk employees to easily access and assist in properly executing current programs
    • Email marketing@wyndham.com with the following information to receive a copy of the RED BOOK:

Hotel Name:

Attn to:

Address: City, State Zip

Phone:

    • Updated RED BOOK pages can be found and printed from WynWeb under Marketing Programs: RED BOOK
    • Brand marketing develops ongoing offers and promotions for key credit card and airline partners (e.g., American Express, American Airlines, United, etc.) These offers and promotions are marketed through a number of Wyndham and partner electronic and print channels throughout the course of the year. Information on offers and promotions are announced in the Wyndham Weekly Communications and can be found in the RED BOOK section of WynWeb.
    • Ensure Romance Package, Family Breakfast Package and Pizza Package are loaded
marketing conversion new opening process13
Marketing Conversion & New Opening Process
  • On-Hold Messaging (Week 6-11)
    • Contact On-Hold Media Group
      • For installation: Mr. Gary West, Vice President of Operations
        • Phone: 1-866-758-1300
        • Email: gary@onholdwizard.com.
      • For content management: Ms. Kerry Hennigin, Director of Productions
        • Phone: 1-866-758-1300
        • Email: kerry@onholdwizard.com
  • Travel Agent Notification Form Letter (coming soon)
    • Once contract is signed, a template letter may be downloaded from www.wyndhamgraphics.com and customized locally
  • Meeting Planner Notification Form Letter (coming soon)
    • Once contract is signed, a template letter may be downloaded from www.wyndhamgraphics.com and customized locally
  • Guest Notification Form Letter (coming soon)
    • Once contract is signed, a template letter may be downloaded from www.wyndhamgraphics.com and customized locally
marketing conversion new opening process14
Marketing Conversion & New Opening Process
  • Public Relations Support(30 days prior to flagging)
    • The Wyndham National Communications office provides:
      • A Public Relations guide that provides tips on developing a local market public relations program; the guide will include PR tools including sample press releases, statements and PR tools that can be customized for local market use. The guide is available on WynWeb, the brand’s intranet portal
      • Press leads from national consumer and industry publications where relevant to the property
      • A brief on new hotel openings in “Words on Wyndham” quarterly e-newsletter to all Wyndham owners, GMs and Wyndham Hotel Group staff. Visit www.wordsonwyndham.com for latest issues
      • Mention in Wyndham’s Weekly Email Communication to all General Managers and Directors of Sales
      • Crisis Communications support and guidance for issues that escalate to the media
        • 24 hour pager notification via pager at (888) 901-8235
        • Guidelines for dealing with press inquiries
        • Support developing press statements
e commerce your property page on wyndham com 30 days prior to flagging
E-CommerceYour Property Page on Wyndham.com (30+ days prior to flagging)
  • Text for Your Property Pages on Wyndham.com:
    • In order to provide customers on Wyndham.com with appropriate information about your hotel or resort, you must fill out a Property Page Form. This form will allow the hotel to provide the E-commerce Team text for your property pages on the web site.
    • The form requests that you provide text for your property’s main page for Wyndham.com as well as subsequent property pages that provide the potential customers on Wyndham.com with the following information:

- Guest rooms - Weddings and Honeymoons

- Services / amenities - For Guests with Disabilities

- Activities - Meeting and Conventions

- Other

    • If the information for any one of these pages is not provided, then we cannot build a page for that topic.
    • ACTION NEEDED:The Property Page Form can be obtained from Sheri Prosek - sprosek@wyndham.com. The form needs to be filled out at the time the MPIG is completed and should be sent to SiteMarketing@wyndham.com
  • Photos for Your Property Pages:
    • The E-commerce Team will obtain photos for your property page from Sandy Tango.
    • Photos must meet Wyndham requirements in order to be posted on Wyndham.com.
e commerce your property page on wyndham com continued
E-Commerce Your Property Page on Wyndham.com – continued
  • 360° Tours / Videos For Your Property Pages:
    • Wyndham does not host 360° Tours / Videos on Wyndham.com. However, we will gladly link to your tours / videos that are hosted on a 3rd party site who is hosting them for you.
    • If you use our recommended photographer, Panomedia, then the tours / videos for your hotel are hosted as part of your photography package. We can obtain a link from Panomedia so we can link to these items from your property page.
    • If don’t have a hosting company, we recommend this vendor:

IT Services Group

Jim Richards - jrichards@itsgi.com

(866) 834-8122

  • Property Vanity URL:
    • E-commerce Team will develop a vanity URL that the hotel can use for marketing purposes, e.g., collateral. A vanity URL is a URL that is typically a more memorable URL that you can use in your marketing that will drive customers to your property page on Wyndham.com. The URL will be constructed to include the brand name "Wyndham" as well as elements of the official property name.
    • Example – If your property name is Wyndham XXXX:
      • The property page on Wyndham.com would be www.wyndham.com/hotels/xxxx/main.wnt
      • The vanity URL would be something such as: www.wyndham<cityname><hotel>.com
  • ACTION NEEDED:Property Page and Vanity URL Review/Approval:
    • Once the property page is completed, the property GM and DOS will review the content and photos and provide feedback. Changes will be made and should be re-reviewed for final approval. E-commerce will provide vanity URL and ask for review/approval as well.
e commerce starcite inc onvantage channel 30 days prior to flagging
E-CommerceStarCite, Inc. – OnVantage Channel (30+ days prior to flagging)
  • What is StarCite?
    • StarCite, Inc. is a company that allows hotels to merchandise themselves and obtain exposure to the professional meeting planner market. It is comprised of 2 channels – OnVantage (www.mpoint.com) and StarCite (www.starcite.com). Both sites reach the meeting professional.
    • On behalf of all hotels and resorts, Wyndham has purchased an Enhanced package on the OnVantage channel that provides:
      • Preferenced search results placement for your property within your property’s market
      • The opportunity to post up to 15 images (photos, floor plans, etc.)
  • ACTION NEEDED: Submit Images and Captions with Form
    • As mentioned, we have purchased an Enhanced package on the OnVantage channel on behalf of all hotels and resorts. Therefore, we need your hotel to supply up to 15 images (in specified format and size) along with corresponding captions
    • The OnVantage form that needs to be filled out by your property can be obtained from Sheri Prosek - sprosek@wyndham.com and should be filled out at the time that the MPIG is completed.
      • All of the information you need regarding the image format requirements, captions that need to be provided, etc. are on the form.
    • If your property was part of a large hotel chain, it will not be able to be represented as a Wyndham on OnVantage with an Enhanced listing until the property has officially converts to a Wyndham.
e commerce wyndham small meetings
E-CommerceWyndham Small Meetings
  • What is Wyndham Small Meetings?
    • Wyndham has a site called WyndhamSmallMeetings.com that is specifically designed to support small corporate or social events.
    • This site allows customers to submit RFPs and view facility information.
e commerce eventrewards
E-CommerceEventRewards
  • What is EventRewards?
    • EventRewards is a program that your property can use to incentivize meeting planners to buy Group ValuDays rates.
    • When meeting planners book an event or meeting using a Group ValuDays Rate, they receive their choice of rewards based on the total spend of their event.
  • ACTION NEEDED: Learn How to Adminster EventRewards Please set up some time to with your DBD / Managed Property Contact regarding how to administer the EventRewards program.
  • ACTION NEEDED:ObtainUser Name / Password
    • In order administer the EventRewards program, you will need to obtain an EventRewards User Name and Password.
    • Please contact SiteMarketing@wyndham.com and a User Name and Password will be provided.
slide20

E-CommercePaid Search (30 days prior to flagging)

  • What is Paid Search?
    • The E-commerce Team will work with the major search engines and bid on relevant keywords in order to drive traffic and bookings to your property.
    • E-commerce Team will supply your property with a list of keywords that will it will bid on as part of its online media program.
  • ACTION NEEDED: Keyword List Feedback / Approval
    • The General Manager and Director of Sales will review proposed keywords and provide any changes.
e commerce gds preferred placement
E-CommerceGDS – Preferred Placement
  • What is GDS preferred placement?
    • On behalf of our Wyndham properties, the E-commerce Team buys a GDS preferred placement program on both Sabre (Sabre Spotlight) and Galileo (Feature Placement).
    • This placement allows your hotel to appear at the top of the list of hotels an agent sees when he/she performs a search in that hotel's market.
  • Sabre Spotlight
    • Sabre does not permit dual representation, therefore:
      • If your hotel was part of a large chain, then it is likely that Sabre Spotlight program will be implemented the day your property converts to a Wyndham.
      • If your hotel was an independent hotel, then you can authorize Sabre to change your hotel name to Wyndham and the Spotlight program can take effect.
  • Galileo Featured Placement
    • Galileo does permit dual representation as long as it receives the appropriate paperwork authorizing it to list your hotel both as a Wyndham and as your current property name until conversion.
    • The paperwork would be filled out by your DBD or managed property contact.
e commerce wyndhamvacations com
E-CommerceWyndhamVacations.com
  • What is WyndhamVacations.com?
    • Wyndham has a site called WyndhamVacations.com that was created in a partnership with Expedia.
    • This site allows customers to dynamically package their Wyndham property inventory room with air and car. A link for “Hotel + Air” will be on your property page on Wyndham.com.
    • Our Team will work with Expedia to ensure that this page is available at launch
    • In addition, we will add the destination to the drop down menu and “more packages” page on WyndhamVacations.com
e commerce wyndham email marketing 30 days prior to flagging
E-CommerceWyndhamEmail Marketing (30 days prior to flagging)
  • Weekly Escape Email Package
    • The Weekly Escape is a weekly email that goes out to customers who have opted-in to get email newsletters from Wyndham. This provides us with a great opportunity to let customers know that your property is now part of the Wyndham Family.
    • In order to promote your new hotel in the Weekly Escape, we will need a special package. To make things easier, we have come up standard “Grand Opening” packages for you to choose from if you would like (see next page). You can also feel free to create your own package.
    • ACTION NEEDED:Submit a Weekly Escape Special Offer
      • Select which standard package you want to promote, fill out the Special Offers form, and send it toSiteMarketing@wyndham.com
  • Wyndham ByRequest Email Package
    • They Wyndham ByRequest monthly email is deployed to Wyndham ByRequest members who have given us permission to email them.
    • In order to promote your new hotel in the Wyndham ByRequest newsletter, we will need a special package. This package needs to have a higher value (perceived value) than the Weekly Escape, since this offer will be going to our most loyal customers. To make things easier, we have come up with standard “Grand Opening” packages for you to choose from if you would like (see next page). You can also feel free to create your own package.
    • ACTION NEEDED:Submit a Wyndham ByRequest Special Offer
      • Select which standard package you want to promote, fill out the Special Offers form (make sure you check off that it is a ByRequest package) and send it toSiteMarketing@wyndham.com
e commerce wyndham email marketing continued
E-CommerceWyndhamEmail Marketing - continued
  • Weekly Escape – Standard Offers
    • Stay 2 nights, get the 3rd night free
    • Get 25% off the best available rate
  • Wyndham ByRequest – Standard Offers
    • Grand Opening 30/30 Package
      • 30% off plus a $30 food and beverage credit
    • Weekend Package For 2: (Friday-Sunday)
      • Deluxe accommodations
      • Breakfast each morning of the stay
      • Free movie each night of the stay
      • Free parking (if applicable)
trip rewards
Trip Rewards
  • TripRewards Information will be provided once available
marketing conversion new opening process26
Marketing Conversion & New Opening Process

*Assuming a 3-month lead time