christie lee's capstone

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A strategic marketing communications plan for SAI Sorrento.

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Page 1: Christie Lee's Capstone
Page 2: Christie Lee's Capstone
Page 3: Christie Lee's Capstone
Page 4: Christie Lee's Capstone
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ONb&cF6&T9/;?&69/&5-.933-:?&0F-&+"K&+955-:09&H59>543&09&90F-5<&"*\&TF40&4?21.-&T9/;?&69/&>12-&S/0/5-&<0/?-:0<d8h&i69/&45-&<9&.;9<-&09&0F-&K04;14:&./;0/5-&-2-56&?46ji;12-&1:&4&F93-&<046&4:?&;-45:&09&<H-4=&K04;14:j@h&i10&1<&4&T-;;&5/:&4:?&95>4:1̀ -?ji-2-569:-&TF9&T4<&4<<9.140-?&T10F&+"K&T4<&</H-5&S51-:?;6&4:?&-4<6&09&?-4;&T10Fji04=-&1:&4;;&0F-&./;0/54;&-,H-51-:.-<&0F40&69/&.4:jAh&i0F-&<34;;&09T:&4039<HF-5-&4;;9T<&69/&09&M-.93-&H450&9S&0F-&.933/:106ji0F-&;-45:1:>&<06;-&1<&2-56&1:01340-&4:?&S;-,1M;-ji-3M54.-&9HH950/:101-<]&34=-&S51-:?<]&04=-&H1.0/5-<]&4:?&<;9T&?9T:&09&P/<0&4HH5-.140-&69/5&</559/:?1:><j

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O8Lb&K:&9:-&<-:0-:.-]&</33451̀ -&69/5&<0/?6&4M594?&-,H-51-:.-78h&i+0/?61:>&4M594?&1:&+955-:09&>42-&3-&0F-&.F4:.-&09&?1<.92-5&36&5990<&1:&4&T-;.931:>]&M-4/01S/;&-:2159:3-:0&4:?&H/<F-?&3-&09&-,H4:?&36&<-:<-&9S&0F-&T95;?7j@h&i!F-&39<0&434`1:>&4:?&;1S-&.F4:>1:>&-2-:0&<9&S45&1:&36&;1S-7jAh&i+0/?61:>&4M594?&1:&+955-:09&T4<&P/<0&4<&3/.F&4:&-,H-51-:.-&9S&H-5<9:4;&>59T0F&4<&10&T4<&-?/.4019:4;^&K&;-45:-?&4M9/0&36<-;S&4:?&0F-&T95;?&M-69:?&36&"3-51.4:&M/MM;-7j

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8D

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8I

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G4501.1H4:0&eAG59>543&G5921?-5b&";S5-?&+040-&)9;;->-$9.4019:mV:12-5<106b&+955-:09]&K04;6^&+4:0X"::4&K:<010/0-&+955-:09&$1:>/-B4P95b&"5.F10-.0/54;&!-.F:9;9>6

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8J

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OAb&cF6&?1?&69/&.F99<-&69/5&H4501./;45&H59>543]&;9.4019:]&4:?m95&H5921?-5&4:?&F9T&?1?&69/&F-45&4M9/0&10d

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8Q

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Page 23: Christie Lee's Capstone

8R

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395-&-.9;9>1.4;]&</<041:4M;-&T46

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8N

E%+%"E)a&"*"$W+K+G59<H-.012-&+0/?-:0&+/52-6

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"GG$K)"!K'*b&#4<-?&9SS&0F-&5-<H9:<-<&09&0F1<&_/-<019:&10&T1;;&M-&13H9504:0&TF-:&345=-01:>&09&H90-:014;&<0/?-:0<&09&4??5-<<&0F-&1<</-<&4M92-&4:?&5-4<</5-&0F40&0F-5-&45-&<9;/019:<&4:?&41?<&09&F-;H&T10F&0F-&13H;1.4019:<7&(95&H59>543&.9<0<]&<.F9;45<F1H&9HH950/:101-<&4:?&S1:4:.14;&41?&.4:&M-&-3HF4<1̀ -?7&(95&0F9<-&.9:.-5:-?&<0/?61:>&4M594?&T9:X0&S10&1:09&0F-15&<.F-?/;-]&H59390-&0F-&</33-5&H59>543<7&!F9<-&1:0131?40-?&T1;;&M-&?54T:&09&0F-&S4.0&0F40&0F-&.9/5<-<&45-&04/>F0&1:&%:>;1<F&4:?&+"K&<04SS&T95=&T10F&<0/?-:0<&0F59/>F9/0&0F-&-:015-&H59>5437&$4<0;6]&<F9T1:>&<0/?-:0<&4;;&0F-&.9/5<-<&9SS-5-?&4:?&-,H;41:1:>&0F40&0F-6&T1;;&5-.-12-&4.4?-31.&.5-?10&054:<S-554M;-&M4.=&09&0F-15&F93-&/:12-5<106&T1;;&?54T&1:&<0/?-:0<&TF9&?1?&:90&5-4;1̀ -&<0/?61:>&4M594?&1<&4&M-:-S1.14;&9HH950/:106&S95&4;;&?->5--<l

+05-:>0F<&fO/-<019:&eDh87&(1:4:.14;&"1?@7&)9/5<-<&04/>F0&1:&%:>;1<FA7&K:0-5:<F1H&'HH950/:101-<D7&K:.;/?-?&%,./5<19:<

"GG$K)"!K'*b&K0&T1;;&M-:-S10&+"K&09&H59390-&0F40&0F-&+955-:09&H59>543&9SS-5<&4;;&9S&0F-&<0/?-:0&291.-?&?-<15-<&;1<0-?&4M92-7&!F-<-&<-521.-<&.4:&M-&4??5-<<-?&0F59/>F&345=-01:>&340-514;<]&H5-<-:04019:<]&4:?&40&<0/?6&4M594?&S415<7

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'HH950/:101-<&fO/-<019:&eIh87&[/-<0&+H-4=-5<@7&+0/?6&"M594?&(415<

"GG$K)"!K'*b&!F-<-&45-&0F-&9/0;-0<&0F40&+"K&<F9/;?&04=-&4?24:04>-&9S&TF-:&H593901:>&0F-&+955-:09&H59>5437&+"K&.4:&/01;1̀ -&0F-15&43M4<<4?95&H59>543&4<&T-;;&4<&.9::-.019:&T10F&/:12-5<106&<0/?6&4M594?&?15-.095<&09&34=-&H5-<-:04019:<&09&>59/H<&4:?&.;4<<-<&9:&.43H/<7&"<&S95&<0/?6&4M594?&S415<]&+"K&5-H5-<-:04012-&4:?&4?31<<19:<&?15-.095<&.4:&400-:?&4<&34:6&-2-:0<&4<&S-4<1M;-]&M51:>1:>&-:>4>1:>&4:?&1:S9534012-&340-514;<&09&5-4.F&4<&34:6&<0/?-:0<&4<&H9<<1M;-&?/51:>&0F-&-2-:07

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+05-:>0F<&fO/-<019:&eDh+0/?-:0<&291.-?&0F-15&<401<S4.019:&T10F&0F-&H59>543X<&F93-&<046&;121:>&9H019:]&0F-&1:.;/?-?&-,./5<19:<]&4:?&+"KX<&92-54;;&H-5S9534:.-&?/51:>&0F-&;-:>0F&9S&0F-&051H7&!F-<-&45-&<-521.-<&09&H59390-&09&H90-:014;&<0/?-:0<7

+/>>-<019:<&fO/-<019:&eIh#4<-?&9SS&9S&<0/?-:0&4?21.-]&+"K&.9/;?&13H;-3-:0&<93-&S953&9S&H5-Y051H&./;0/54;&-?/.4019:&4:?m95&H9<<1M;6&5-_/15-&95&<059:>;6&</>>-<0&4:&K04;14:&;4:>/4>-&.9/5<-&H5195&09&0F-&H59>5437

)9/5<-<&fO/-<019:&eJh+0/?-:0<&;1<0-?&+955-:09&<H-.1S1.&.9/5<-<&0F40&T9/;?&1:0-5-<0&H90-:014;&<0/?-:0<&T-5-&0F-&45.F4-9;9>6&.;4<<&4:?&M/<1:-<<&.9/5<-<7&+0/?-:0<&4;<9&291.-?&0F40&0F-&K04;14:&;4:>/4>-&.;4<<-<&T-5-&1:24;/4M;-&09&0F-&-,H-51-:.-7

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(1:4:.-<&fO/-<019:&eQhG5921?1:>&S/0/5-&<0/?-:0<&T10F&M/?>-01:>&01H<&T9/;?&F-;H&M-00-5&H5-H45-&0F-3&S95&4&395-&H9<1012-&-,H-51-:.-&4M594?7

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'HH950/:101-<&fO/-<019:&eNh+0/?-:0&S--?M4.=&</>>-<0<&0F40&=-6&H91:0<&09&H51?-&1:&4:?&345=-0&09&H90-:014;&<0/?-:0<&1:.;/?-&F-;HS/;&4:?&S51-:?;6&<04SS]&2-56&95>4:1̀ -?&H59>543]&-,0-:<12-&./;0/54;&133-5<19:]&4:?&4&S;-,1M;-&4:?&1:01340-&;-45:1:>&<06;-7

%,H-51-:.-&fO/-<019:&e8Lh"<&3-:019:-?&M-S95-]&<0/?-:0&0-<0139:14;<&34=-&S95&4&>5-40&345=-01:>&04.01.&09&5-;40-&09&90F-5&<0/?-:0X<&1:0-5Y-<0<7

Z-6&T95?<&4:?&HF54<-<b&)/;0/54;&133-5<19:^&-,H-51-:.-^&H-5<9:4;&>59T0F^&1:24;/4M;-&9HH950/:1067

G5-219/<&+0/?6&"M594?&+0/?-:0&+/52-6

%:>4>-3-:0&fO/-<019:&e@h+0/?-:0<&1:0-5-<0&1:&<0/?61:>&4M594?&4HH-45<&09&M-&;45>-;6&<H45=-?&0F59/>F&S51-:?&0-<0139:1-<]&-,H-51-:.-&5-;-24:0&09&0F-15&34P95]&4:?&4?2-501<-3-:0<&9:&.43H/<7

G59>543&)F91.-&fO/-<019:&eAh+0/?-:0<&<-;-.0-?&0F-15&5-<H-.012-&H5921?-5&4:?&;9.4019:&S15<0&S593&T95?&9S&39/0F]&<-.9:?&?/-&09&.5-?10&054:<S-5Y4M1;106&4:?&.43H/<&4SS1;14019:]&4:?&;4<0;6&9/0&9S&?-<15-&S95&4&./;0/54;&-,H-51-:.-7

#-:-S10<&fO/-<019:&eDh+0/?-:0<&>41:-?&4:&/:?-5<04:?&4:?&4HH5-.14019:&S95&./;0/5-<&90F-5&0F4:&0F-15&9T:]&13H592-?&0F-15&H950S9;19<]&M-.43-&4&395-&.9:S1?-:0&4:?&1:?-H-:?-:.-&H-5<9:]&M/1;0&;1S-;9:>&5-;4019:<F1H<]&4:?&0542-;-?&09&S95-1>:&H;4.-<7

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+05-:>0F<&fO/-<019:&eIh+-521.-<&<0/?-:0<&-:P96-?&4M9/0&0F-15&5-<H-.012-&H5921?-5&4:?&;9.4019:&1:.;/?-?&-4<6&4..-<<&09&054:<H9504019:]&<4S-&F9/<1:>]&;4:>/4>-&.9/5<-<]&3/;01H;-&.9/:056&H59>54331:>]&4:?&4:&-:>4>1:>&;-45:1:>&4039<HF-5-7

(1:4:.-<&fO/-<019:&eJhC4519/<&T46<&<0/?-:0<&M/?>-0-?&0F-15&051H&1:.;/?-<&T95=1:>&H5195&09&0F-&H59>543&09&<42-&39:-6]&;13101:>&0F-15&<H-:?1:>&9:&<9/2-:15<]&F421:>&0F-15&H45-:0<&39:1095&0F-15&M4:=&<040-3-:0<]&4:?&<-001:>&4&39:0F;6&M/?>-0&S95-,H-:<-<7

'HH950/:101-<&fO/-<019:&eQh+/>>-<019:<&<0/?-:0<&F4?&S95&0F-15&H59>543<&1:.;/?-&4&5-_/15-?&;4:>/4>-&.9/5<-&H5195&09&0F-&051H]&395-&.9:<1<0-:0&.933/:1.4019:&;-4?1:>&/H&09&0F-&H59>543&?-H450/5-]&<34;;-5&>59/H<]&395-&013-&4;;900-?&09&0542-;&09&90F-5&.9/:051-<]&395-&.9/5<-&1:&<-;-.012-&S1-;?<&9S&<0/?6]&4:?&395-&.;-45&H5-H454019:&340-514;<7

G5939019:&fO/-<019:&eRh'S&0F-&34:6&5-4<9:<&<0/?-:0<&291.-?&TF6&0F-15&H--5<&<F9/;?&<0/?6&4M594?]&0F-&341:&9:-<&1:.;/?-&>41:1:>&1:?-H-:?-:.-&4:?&.9:S1?-:.-]&3--01:>&:-T&H-9H;-]&0542-;1:>&09&H;4.-<&39<0&H-9H;-&T1;;&:-2-5&F42-&0F-&9HH950/:106&09&>9]&;-45:1:>&:-T&./;0/5-<]&4:?&<13H;6&S95&0F-&S/:&-,H-51-:.-7

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