hotel marisol imc plan
DESCRIPTION
Integrated Marketing Communications Plan for Hotel Marisol CoronadoTRANSCRIPT
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Paolo Catane | Jennifer Dar | Alisa Olson | Tomas Oriente | Melissa Woodman
Integrated Marketing Communications Plan
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1. SWOT Analysis2. Research Methodology3. Consumer Profile4. Communication Objectives5. Positioning6. Promotional Tactics and
Creative7. Media Tools8. Measuring Effectiveness9. Budget
Campaign Overview
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● Centrally locatedo Quiet street in proximity to the main
attractions● Newly renovated facility● Historic building is enticing to
tourists● Garden area for events
SWOT: Strengths
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● Small sized rooms and bathrooms● Limited amenities
o No food or alcohol service● Not suitable for children/families● Limited number of rooms: 15● Roof deck breaks height restrictions
o May be unavailable for use
SWOT: Weaknesses
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● Locationo Opportunity to co-market alongside
nearby businesses● Wedding party block rentals● Target market of young couples
o Repeat customers for years to come
SWOT: Opportunities
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● Strong competitors offering more in-house benefits and amenitieso 1906 Lodgeo El Cordova
SWOT: Threats
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● In-person interviews with Coronado vacationers
● Phone interview with Paula from El Cordova
● Coronado Tourism Improvement District
● PRIZM● Yelp
Research Methodology
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● In Person Interviewso Motivating Factorso Demographic Informationo Consumer Profile
● Phone Interview with Paulao Competitor Insighto Competitor Marketing Tactics
Primary Research
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● 28 Respondents (Ages 18-55)
Primary Research Findings
Where Are Visitors From? Primary Reason For Choosing Coronado: ● The beaches
They Choose Their Hotel Using: ● TripAdvisor ● Yelp● Recommendations from friends
and family members
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● Coronado Tourism Improvement Districto Target Market
● Yelpo Insight into competitors through
reviews● Prizmo Developing a consumer profile
Secondary Research
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El Cordova: ● Pros: Family friendly, affordable, location, historic
flare, courtyard, Miguel’s restaurant, pool, friendly staff
● Cons: Out-dated, no parking, noise level, musty smell
1906 Lodge: ● Pros: Parking, hot breakfast, quiet, privacy,
location, romantic touches, great service, happy hour
● Main building rooms are loud, no pool, anti-family atmosphere
Secondary Research Findings
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● All couples ● Ages 25-65 ● Leisure travelers looking specifically for a
romantic getaway● Mid to upper income bracket ($76,000-$113,000) ● Living in the San Diego, Los Angeles, Orange
County, San Francisco, and Phoenix areas
Consumer Profile
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● Create awareness and knowledge about Hotel Marisol and its attributes and benefits (AIDA + ‘Knowledge’)
● Communicate specific features, benefits, and advantages of our brand to our target marketo Position Hotel Marisol as the ultimate
romantic destination for couples in Coronado.
Communication Objectives
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Modified AIDA Model + Knowledge
Knowledge
Attention: 457,480
Knowledge (20%): 91,496
Interest (30%): 27,449
Desire (20%): 5,490
Action (5%): 275 couples
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For couples looking to discover Coronado, Hotel Marisol is a warm and welcoming
boutique hotel that offers an intimate local experience because of its central location
and romantic setting, accented with a blend of modern touches and historical spanish-
colonial charm.
Positioning Statement
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“Little Island, Big Escape”
“Where Modern Comfort Meets Historical Charm”
Taglines
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● Website● Cross-marketing● Public Relations● Direct Marketing● Internet Marketing● Social Media● Event Marketing● Print Media● Soft Opening
Media Tools
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Timeline of Media Tools
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● Launch new site - May● Streamline the User Experience
o To be maintained all year longo Easy and accessible reservation systemo Updated photos and contento Link the website to social media platforms
● Optimize the Website’s Content (SEO- also to be maintained all year)o Keywords, descriptions, site map
Website
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● Ongoing initiative● Helps to attract more customers with local businesses
while satisfying services and amenities Hotel Marisol cannot directly deliver
● Ability to successfully expand using other business’ customer base
● Chance to introduce and market itself in an inexpensive way,
● Ideal local businesses to cross-market with would include gyms, restaurants, and spas.
Cross-marketing
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Cross-marketing: Gyms
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Cross-Marketing: Restaurants
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Cross-Marketing: Spas
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● Press Releases: o UT San Diego o WHERE Magazineo Coast Magazineo San Diego Magazineo CoastalLiving.com
● PR NewsWire - iReacho Per release/bundle
Public Relations
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● Direct mailers to be sent out bi-annuallyo July ‘14 & January ‘15
● Utilize email opt-ins on website ● Create an inquiry-based direct
marketing plan● Creates the ability to send personalized
mailers● Easy to track as far as ROI and
effectiveness
Direct Marketing
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● SEOo Keywords: Hotels in Coronado, Hotels in San Diego, Romantic
Hotels in Coronado, Boutique Hotels in Coronadoo Optional: SEM if organic leads need to be supplemented
● Hotel Review Sites/Business Listingso Yelp, TripAdvisor, Hotels.com, Travelocity, o SanDiego.Org, GreatSmallHotels.com, i-escape.com
● Banner Ads o Targeted on TripAdvisor, Expedia
● Online Event Calendarso DiscoverSD, SanDiegoReader, UT San Diego
● E-Newsletters
Internet Marketing
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Peak times - June, July, August, March (Banner Ads)
Keywords: “Hotels in Coronado”
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Social Media
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● Del Mar Village Summer Solstice● Estimated attendance 700-800● June 19th 5-8pm● Bronze Sponsorship
Event Marketing
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● Seasonal Packages○ “Summer Fun in the Sun”○ “Valentine’s Romantic Getaway”○ Spring Special Wedding Group Rates”
Sales Promotion
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● Magazines aimed at target marketo June ‘14, July ‘14, January ‘15
Print Media
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Soft Opening● May 2014● Extend invitations to influentials
o Coronado Chamber of Commerce Members
o Local Business Owners and Managers Co-marketing partners
o Travel Bloggers and Travel Agentso Budget: $10,000
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● Drop-down menu of referrals upon booking online o “How did you hear about us?”
Cross-Marketing Event Marketing
● Clipping Service○ Third Party
Measuring Effectiveness
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● Promotional code redemption upon booking onlineo from direct mailers and various ads
● Click-through metric platforms from online effortso Google Analytics
Measuring Effectiveness
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Budget
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Thank You!