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Table of Contents2 3 4 5 6 7 8 9 10 9 12-13 14 15 16Introduction Aloft: The Big Picture (Company Analysis) What makes Aloft great? (Product Analysis) Where do visitors stay in Chapel Hill? (Competitive Analysis) Who stays at Aloft Chapel Hill? (Consumer Analysis) Chapel Hill market at a glance (Market Analysis) Why do people visit Chapel Hill? (Market Analysis) S.W.O.T. Problems & Opportunities Target Deep-dive Primary Research Have you met Brittany yet? Campaign Goals &Objectives Creative Brief

17 18 19 20-21 22-24 25-26 27-30 31-32 33 34 35 36 37 38

Timing Logistics The Look of the Campaign Brand Ambassador Hi, Brittany, were Aloft be known. Your Unhumble Abode be at ease. Alofts here to help be helpful. Meet Aloft on campus be t. be alert. be smart. Join us at Aloft be stylish. be stylish.

Dont worry, well remind you Social Media Revamp Facebook Recommendations Twitter Recommendations Budget Summary Important Sources

Welcome to chapel hill.Aloft Chapel Hill is new in town, and were here to make a name for you. Our team has had drinks at the w xyz bar, seen the splash pool and spent enough time in the re:charge lounge to know that any campaign thats not modern and relevant just wont fit.

Any other hotel in Chapel Hill thinks its enough to run the same old ads in the Daily Tar Heel boasting campus antiques and pricey room rates. But youre not them, youre Aloft. Youre young and modern. You push the envelope in what it means to be a hotel. You prefer sleek design to crown molding. You dont want to talk at Chapel Hill; you want to talk with them.

Aloft needs to start a conversation, engage in non-traditional media and show that this hotel is just as stylish as the people who live here. We are here to bring Aloft Chapel Hills fresh face to campus and make a first impression that will last.

Lets get started.2

ALOFT: THE BIG PICTUREAloft Hotels is one of nine different hotel brands owned by Starwood Hotels & Resorts. Starwood found an opportunity in the Select Service Hotel market and created Aloft, a hotel that maximized on-theroad for the traveler on the go, and also made the stay an experience. Aloft strives to be an experience and stay that cannot be replicated through many of its unique attributes, such as the w xyz bar, urban stylistic design, and distinctive amenities.

Aloft Hotels were launched in 2008 and now there are 43 Aloft Hotels around the world, making the Aloft the fastest launching brand of hotels ever.

Throughout the media in 2009 and through Q2 in 2010, Aloft had 345 placements and 604 million circulation.

The hotel brand had 16% share of voice in its market and only 1% of footprint.

Aloft continues to open new hotels around the world, keeping the media and consumers aware of the new brands success.

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WHAT MAKES ALOFT GREAT?LaunchAloft had the fastest brand launch ever - from 17 hotels in 2008 to 48 by the end of 2010. Aloft Chapel Hill was launched in April 2010.

Location

Aloft Chapel Hill is located on Highway 54 just one mile from the University of North Carolina at Chapel Hills central campus, four miles from Duke University, one mile from Finley Golf Course and 1.5 miles from Meadowmont Village.

Style at a Steal

Aloft Hotels launched in 2008, providing the next generation of business and leisure travelers a fun new place to stay. Aloft adapted the look and feel of W Hotels brand for the select service category, truly offering style at a steal.

Services & Amenities

Social Media

Fans on Facebook: 380; Followers on Twitter: 74 (Chapel Hill location)

Eco-Friendly: LEED certified, premium parking for hybrid cars, low-flow faucets, in-room recycling Dog-friendly: Aloft welcomes all dogs under 40 lbs Camp Aloft: games, kid-friendly dinosaur sheets and air mattresses Check-in: Aloha desk, touch-n-go kiosk for instant check-in Lounge: wxyz bar with signature cocktails, pool table, free WiFi, energizing music, frequent live music events Refuel: breakfast and all-day grab and go options Splash pool, recharge fitness center, Bliss spa products Tech: free WiFi, plug n play docking station, 42 LCD TV Tactic: meeting space with A/V and plasma TV The look of Aloft: electric, eclectic and urban4

where do visitors stay in chapel hill?Experience CompetitorsHigh style, high price Carolina Inn: Built in 1924, the Inn houses campus antiques and offers historical campus tours. It is the hotel most commonly associate with the University. With several event spaces, the Inn is the go-to hotel for university events and social functions. Franklin Hotel: The Franklin has more than 2,300 square feet of meeting and event space, as well as seven penthouse suites. The convenient location on Franklin Street, on-site parking and in-house spa services are tailored to the traveling businessman or business woman. Siena Hotel: The Siena Hotel is an Italy-inspired luxury boutique hotel with a distinctive European character. It is styled after an elegant Tuscan villa with hand-selected antiques and Italian marble floors. The Siena is a Four Diamond hotel and restaurant recipient since 1987.

Price CompetitorsLow style, low price Courtyard by Mariott Hampton Inn Chapel Hill Sheraton Chapel Hill

AloftHigh style, low price Style at a steal5

who stays at aloft?Aloft Chapel Hill Guests The Gen Y TargetAloft targets self-expressers who are open to new experiences, tech-savvy, design and fashion forward, seek the cool factor, not influenced by traditional marketing, early adaptors, hold creative or non-traditional jobs Weekday: men and women, ages 30-50, traveling alone Generally, weekday guests are visiting Chapel Hill with business affiliations to the university and UNC Hospitals. They typically use the re:Charge fitness center as well as the Splash pool in addition to their rooms. They appreciate the technology such as the Touch-n-Go kiosk check-in station and the Plug-n-Play docking station for all of their electronics. While Alofts modern style is a positive aspect in their experience with the hotel, they are most interested in the amenities and convenience it offers. The close location to UNC and the tech-friendly amenities of Aloft make their trips away from home easy and hassle-free. Weekend: parents, alumni, sports fans, wedding parties Weekend guests are demographically diverse. Their trips are based more around having fun and relaxing. They appreciate Alofts sleek style and various amenities. They enjoy spending time at the wxy z bar and lounge area as well as hanging out in the Splash pool. Having a hip, trendy place to stay is really important to them, especially when they can bring their dogs at no extra expense and easily take a bus or walk to campus to catch a game. Aloft definitely has the cool factor these people look for to enjoy their casual trips to Chapel Hill.

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Chapel Hill Market at a GlanceTop 5 reasons to visit1. 2. 3. 4. 5. UNC-CH Opportunity to visit family/friends Sporting events Beautiful scenery Good restaurants

Visitor trends Increase in medical visitors associated with the hospital Increase in family travel as parents bring several children with them while looking Increase in economic hotels to support guests associate with evening economies

Who visits Chapel Hill? 50% of visitors are related to UNC 20% of visitors are here on a first or repeat visit involving friends and relatives 10% of visitors are here for a wedding or social event, reunion, bar mitzvah, etc 10% are new, exploring the Triangle and curious about Chapel Hill 10% are interstate visitors

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Why do people visit Chapel hill?The University Tarheel SportsAccording to a 2009 study, the University of North Carolina at Chapel Hill is the top reason people visit the area. There has been an increase in family travel in the past five years as parents bring several children with them while touring the university. Parents of the over 4,000 out of state students visit throughout the year. In addition, UNC Family Weekend and sorority and fraternity parents weekends are big draws. The William and Ida Friday Center for Continuing Education is an on-campus conference and profession development center that hosts over 600 events annually. Kenan Stadium, where the Tarheel football team plays, was the top visitor attraction for July 2010 as cited by the Chapel Hill visitors center. During football season, Tarheeltown is set up on the quad to entertain visitors in the three hours before kick-off. Every year the UNC General Alumni Association hosts Homecoming, which this year was held the weekend of October 29. Both Homecoming and Parents Weekend were held in October of this year, making October an eventheavy month for the university.

Area businessesA second major employer is UNC hospitals, again with over 1,000 employees. According to a market overview conducted by the city in conjunction with Orange County, the city has seen an increase in medical visitors associated with the hospital. The hospital system is home to the School of Medicine as well as the UNC Lineberger Cancer Center, which this calendar year will spend over $50 million in cancer research grants. The largest research park in the United States, Research Triangle Park, is located 10 miles from Aloft and is the home to IBM and one of GlaxoSmithKlines largest research and development centers.

Arts & Enertainment

Visitors are attracted by popular nighttime arts and entertainment venues such as Cats Cradle, DSI Comedy and the ArtsCenter of Chapel Hill, Carrboro and Orange County. However, according to a 2009 Leisure Travel Study only 56% of visitors felt that Chapel Hill was affordable. in 2008

Visitor spending

$152,220,0008

S.W.O.T. ANALYSISStrengthsFunction, style, price, amenities Experience hotel - young, hip, modern w xyz lounge Location W brand name LEED certified Live music connection

WeaknessesLow brand awareness among students Target vs. past and current consumers Modern brand identity vs. traditional Chapel Hill Low turnouts to Aloft events Advertising lacks local connection

Threats

OpportunitiesNew generation of students Proximity to campus Form ties with UNC organizations Low cost on campus media

Established hotels UNC tradition

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PROBLEMSLow brand awareness among students

OpportunitiesBrand awarenessGive students who have not developed a hotel preference a lasting first impression

Current users tend to be older or families, not the Gen Y demographic that Aloft is targeting nationally

Target vs. consumer disconnect

UNC students may be a psychographic to match the Gen Y target and will see appeal in Alofts style and influence their parents hotel choices

Experience competitors have strong historic and current ties with UNC organizations and visiting professionals

Historic ties to the University

Aloft as a new hotel for evolving University

There are more affordable options in the area

Price & experience

No other hotel offers style at a steal

Bar is not yet a destination bar for locals Low attendance at live music events

w xyz bar

Attract people with the bar and wow with the hotel Tap into already thriving music and special events scene

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TARGET DEEP-DIVESurvey 2010 College Parents of AmericaParent Experiences generated responses from 49 of 50 states and the District of Columbia

ch? Why conduct our own researAloft Chapel Hill is a unique case. It is located in a college town and, therefore, most of traffic through the hotel is connected in some way with the university. Furthermore, it is a new, very different, very modern hotel adjacent to a very traditional university. It was imperative to get results from UNC college students about brand awareness of Aloft Chapel Hill, student-parent communication, parent visits to Chapel Hill, and student recommendations to parents in order to form the target and create the strategy. There was no existing research that specific to this area that we could use.

91% 74% 9 10of

are parents of college freshmen or sophomores

of current college parents said they communicate at least 2-3 a week with their sons or daughters while they are at college respondents said they attended parent orientation when their child first enrolled at a college or university of respondents said that they use a mobile connection to frequently stay in touch

90% 59% 75%

of respondents said that they use e-mail to frequently stay in touch

say that they visit campus at least once or twice a semester

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primary research#1 Blank Slate Online SurveyWe administered this survey to see if UNC-Chapel Hill students give hotel suggestions to their parents when they come to Chapel Hill and, furthermore, if these suggestions are listened to. We also wanted to find out if Aloft Chapel Hill was in these students consideration set for hotel suggestions.

Survey Results

74% 78% 83%

of students give hotel suggestions for their parents, family and/or friends when they come to Chapel Hill to visit of students said that their parents, family and friends listen to their suggestions about where to stay when they come to visit of students said they do not consider Aloft Chapel Hill when making suggestions of where to stay

MethodWe surveyed 100 students at UNC-Chapel Hill. 83 The survey was administered online and all of the questions were multiple-choice.

AnalysisMost UNC-Chapel Hill students suggest hotels for their parents to stay in Chapel Hill and their parents listen. Most students do not consider Aloft Chapel Hill as a suggestion for their parents. We saw this as a brand awareness problem. This problem, however, creates an opportunity for Aloft to enter into the forefront of students consideration sets and if this penetration can happen, it will be valuable because parents will listen to students suggestions.

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PRIMARY RESEARCH#2 Blank Slate Online SurveyWe administered this survey to see how often freshmen and sophomores communicated with their parents and how often their parents visit Chapel Hill. However, the bridge of these two was what we were most concerned about if freshmen and sophomores recommend where their parents should stay when they visit Chapel Hill.

artsy

local

insanely awesome hotel new elegant far from campus

funky

cool

black and white logo

new upscale hip innovativehotel compact

I drive by near campus

pretty chic

expensiveAnalysis

modern comfortablesimple

small

accommodating

Method

We surveyed 64 freshmen and sophomore students at UNC-Chapel Hill. Eighty-three percent of respondents were female. The survey was administered online and all of the questions were multiple-choice except one write-in where respondents wrote in the first three words that came to mind to describe Aloft Chapel Hill.

Survey ResultsCommunication with Parents via Phone, Skype or In-Person 86% (55/64) talk to their parents 2-3/week 97% (62/64) talk to either their mother primarily or both parents equally Parent Visits to Chapel Hill All students we surveyed said their parents visit at least once a year 58% (37/64) said their parents visit more than 4x/year 91% (58/64) said either their mother or both parents equally make travel arrangements when visiting Chapel Hill Recommendations for Parents 83% (53/64) do not give their parents recommendations about where to stay when visiting Chapel Hill 31% (20/64) named a hotel that they would recommend to their parents Aloft Brand Awareness 73% (47/64) have not heard of Aloft

Freshmen and sophomores talk to their parents often and usually to their mother. All of their parents visit and their mothers make many of the travel arrangements for visits. Although most freshmen and sophomores do not give their parents recommendations about where to stay when visiting Chapel Hill, many could not name a hotel that they would recommend to their parents either. The problem is not that they will not recommend hotels. The problem is that they are uninformed about hotels to recommend. This gives Aloft an opportunity to be the hotel that freshmen and sophomores know well and recommend to their parents. Brand awareness of the hotel must be established because most of these students have not ever heard of Aloft Chapel Hill. For the students that have heard of Aloft, many described Aloft as modern and mentioned its location. It is interesting to note, however, that a few of these students believed Aloft was expensive and one believed it was far from campus. Both are untrue and simply support our description of the problem, brand awareness. There is quite a difference in results between this survey and the first survey regarding students giving parents recommendations for hotels to stay in. This can be explained by the fact that the first survey was taken mainly by older students, seniors, that were friends of ours. These older students are more aware of Chapel Hill and the surrounding area and, therefore, are more able to make suggestions trusted by their parents.13

have you met brittany yet?Meet BrittanyShes an 18 year-old freshman living away from home for the first time. Brittany is excited to experience everything college has to offer: new friends, new parties, and a chance to live on her own. Shes even excited about her new classes. What makes college so exciting for Brittany is also a little intimidating. Shes still trying to figure out the simple things that upperclassman already know: the quickest routes from her dorm on South campus to her classes, the best places to go out at night, the bus routes to Franklin St., and even the quietest places to study. Even though shes so happy to be finally living alone, she misses her family. She calls her mom when shes walking on campus about three times a week. She tells her mom everything; from details about her class to new clubs shes joined. Shes already looking forward to Parents Weekend, when her parents will be driving up from South Carolina for their first visit.

Brittanys Media Diet

Brittany is an actively engaged student. She picks up the Daily Tar Heel everyday and reads at least the front page, but never misses the daily crossword. The pit is her favorite place to get new information about what is going on around campus she reads fliers that she gets handed out and always inquires more information about events and organizations that interest her. She also loves to get information about whats going on in the community on Franklin street at the flyer boards. Brittany is excited about the music scene in Chapel Hill and has already attended a show at Cats Cradle in Carrboro. Shes interested in finding out more places around Chapel Hill that offer live music. Although Brittany didnt go through sorority rush, she is jealous of the kinds of events she hears about them having. Recently one of the sororities had a trunk show from a local boutique that Brittany loves she wishes events like that could be offered to her. She did get a chance to attend the Rent the Runway fashion show and would love to get involved with more events like that around Chapel Hill.

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campaign goals & objectivesAlofts GoalsDevise innovative way to increase and maintain occupancy throughout the school year

Campaign objectivesBuild a long-lasting connection between Aloft and UNC freshmen girls

Brainstorm partnership ideas from the local community

Engage students with Aloft through guerilla marketing, promotions, print, social media and events

Create ways to target students to make them aware of Aloft Chapel Hill

Attract parents through students and their connection with Aloft

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CREATIVE BRIEFWhat is the proble,m?Aloft Chapel Hill is the newest hotel in Chapel Hill. In general, UNC students havent heard of Aloft. If they have, they dont know what it is. If they know its a hotel, they dont know its stylish and affordable. Some students dont even know how to pronounce the name. Aloft hasnt made any ties to the university and doesnt have a strong presence within the campus community.

Who are we talking to?

Freshman and sophomore girls who are still trying to find their place at UNC.

that will help us? hat do we know about them W

Meet Brittany. She is an 18 year-old freshman living away from home for the first time. Brittany is excited to experience everything college has to offer: new friends, new parties, and a chance to live on her own. Shes even excited about her new classes. What makes college so exciting for Brittany is also a little intimidating. Shes still trying to figure out the simple things that upperclassman already know: the quickest routes from her dorm on South campus to her classes, the best places to go out at night, the bus routes to Franklin St., and even the quietest places to study. Even though shes so happy to be finally living alone, she misses her family. She calls her mom when shes walking on campus about three times a week. She tells her mom everything; from details about her class to new clubs shes joined. Shes already looking forward to Parents Weekend, when her parents will be driving up from South Carolina for their first visit.

need to communicate? hat is the main thought we W complish this? What is the best way to ac

Like Brittany, Aloft is new in Chapel Hill. Its outgoing, approachable, and stylish- just like the name Brittany hopes to make for herself and the friends she hopes to meet at UNC.

Give Brittany insider tips about the campus that she cant find without years of experience. Remind her that shes not the only one thats new in town, and well be here while shes in college and when she returns as an alumna.16

timing logisticssummerbe known. be at ease. be helpful. Campus giveawaysbe fit. be alert. be smart, be stylish. be stylish.

september

october

november

december

17

the look of the campaignColor Pallette Fonts

you wont bring me down

bebas neuemyriad pro

Design Elements

Messages

be

.

Were new here, too. So we know how important it is to

be

.

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brand ambassadorA Brand Ambassador is a position in which someone represents a brand to a community by carrying out the brands message and helping the brand receive positive publicity. Companies use them to help promote their brand to areas that their brand is not very well known or they think will be received positively. Aloft would benefit from having a brand ambassador because it is a new brand in the Chapel Hill area and students respond well to subtle marketing especially from their peers. Alofts Brand Ambassador should be a student that aligns themselves with Alofts message. A senior sorority girl, who knows a lot about Chapel Hill and its campus, but is also outgoing, interested in music and fashion, and is a leader would be an ideal candidate for the unpaid internship as a Brand Ambassador. Aloft would be able to post the job description through Career Services at UNC and also contact the Journalism School about the job.

What is a brand ambassador?

Responsibilities

Pass out/hang flyers around campus and Chapel Hill about events at Aloft Attend and help coordinate all the events at Aloft or sponsored by Aloft Act as a liaison between Aloft and Campus Manage Alofts social media pages (including Twitter, FourSquare, and FaceBook) Innovate new ideas for Aloft to get involved around UNC and Chapel Hill Inform students on campus about events occurring at Aloft

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hi brittany, were aloftWere new here, too, so we know how important it is to Who WhenFreshman C-TOPS attendees and their parents.

be known.

C-TOPS sessions run twice a week, June through August and last 2-3 days.

What

Promotional giveaway of T-shirts and informational postcards with Aloft Chapel Hill rates and a discount for UNC parents at C-TOPS, UNCs orientation for all incoming freshmen. Both parents and students have a lot of down time during C-TOPS and are looking for entertainment while they wait for informational sessions to begin.

WhyMake Alofts first contact during students first time on campus (orientation).

Where

HowAt C-TOPS, the mandatory freshman orientation for all UNC students, the brand ambassador will hand out be known tshirts before the welcoming ceremony in the Great Hall. At this time, parents will also receive a postcard entitling them to 10% off of their next reservation.

The Pit, the hub of campus right outside the Great Hall (location of large C-TOPS information sessions) and on sidewalks leading between the center of campus and dorms.

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hi, brittany, were aloftWere new here, too, so we know how important it is to T-shirt Postcard

be known.

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your unhumble abodeWere new here, too, so we know how important it is to Who WhenLimited to freshmen who are moving into UNC dorms for the first time and enter the competition via Facebook.

be at ease.

The contest would take place between May and August. During this time students are visiting the campus, finding roommates and attending orientation. This offers enough time to promote the contest and also allows us to reach students at a peak time when housing is atop of their minds.

What

The Dorm Room Giveaway is a contest for students to compete in order to receive a dorm room package. This package would consist of bed linens, comforters, pillows, Bliss Spa products, an alarm clock, towels and wash clothes, etc. These are all items that Aloft stocks their rooms with regularly. This would allow students to make their rooms more stylish and comfortable.

HowThe students can enter the contest by going to the Aloft Chapel Hill Facebook page and posting about their first impression of Chapel Hill on the event tabs wall. The post with the most Likes will win, encouraging contestants to tell their friends, family and facebook friends to visit the Aloft page and Like their post.

Where

WhyThis event brings Aloft Chapel Hill to campus and allows students to experience staying a night at an Aloft. The Dorm Room Giveaway is a promotional tactic that also hits on two vital issues of the campaign. First, it brings Aloft Chapel Hill to campus and makes a lasting impression. Second, it drives traffic to the Facebook page and makes the brand relevant to the social media enthusiasts of Alofts Gen Y target.

This contest would essentially take place over the internet. Students would go on to the Aloft Chapel Hill Facebook page to enter. Aloft also has an opportunity to expand this promotion to any hotel located near a University.

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your unhumble abodeWere new here, too, so we know how important it is to Door Hangers Flyer

be at ease.

Facebook Event

WARNING:

WARNING:

RASHED SLOPPY Tand I don t mean dont my dorm roomand I dont mean my dorm room

WARNING:

my unhumble abodeWee new he t Sowe know h r r , e oo. ow impo a it ois at eas rtnt t be e. Ev en if come home r you ashe your do t d, r m r oom won e.E erMy UnhumbleAbodet t b nt o win the ultim r r at do oom make e m over t yled s byAlot f. We dooom s. r Soyou do av t n t h e o. All you h v t do is: ae o 1. Scan the code or go QR t o ww w.fa cebook. com/alochapelhill f t 2. Tell your firstession Chapel Hill. us r imp of 3. Get all of rf your iends li t keyour post. o

ECKED WRand I dont mean my dorm room

enter to win by september 15th!

be be at ease. at ease.

23

your unhumble abodeWere new here, too, so we know how important it is to Dorm Room Posters for Fall Fest Booth

be at ease.

24

alofts here to helpWhoFreshmen and their families who are moving into on-campus dorms on freshman move in day

Were new here, too, so we know how important it is to How

be helpful.

What

Aloft will have four trolleys stationed at each dorm (128 total). Due to budget limitations, each trolley will contain six luggage tags to give away (768 total) and ten postcards (1,280 total). The trolleys will not incur any extra cost to Aloft, another bonus of this promotion.

To help freshmen transition from living at home to on their own at college, Aloft will provide luggage trolleys at each dorm on move-in day as trolleys are seldom provided by the school. The branded Aloft trolleys will be equipped with an attached folder that will contain Aloft luggage tags for students as well as postcards for the parents as takeaways. These postcards will have information about Aloft and a 10% discount on their next stay.

Why

Where

There are 32 total forms on the UNC-CH campus. Eight are located on South Campus, four in mid-campus and twenty on North campus. Aloft will deliver four trolleys along with the attached accessories on that morning.

When

This event will take place on the move-in day set by the University in August, 2011. Move-in days are divided by classes, so all freshmen will be moving in on the same day.

This is the perfect opportunity to reach our target - they are all guaranteed to be at these locations on the same day! Not only is this a great way to reach the students, but also to reach their parents (who are, after all, the ones who would actually be staying at the hotel). By making move-in day a little easier for students and their families, Aloft is not only establishing a positive brand image, (you really need those trolleys!), but also raising awareness among the direct and indirect targets. Aloft wants to communicate various ways that students can make a lasting impression throughout the campaign and being helpful is another way of doing this. The positive message of helping others will convey the sense that Aloft is not only a brand you like, but a brand you tryst. Aloft wants students to share the same positive attributes it tries to have itself. This event will also serve as the second element of our campaign, establishing an identity for our campaign for those who are familiar with our first component, be known. Offering an actual deal with the postcard takeaways will encourage Mom and Dad to actually check out the hotel next time they come visit their little tar heel.

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alofts here to helpLuggage Trolley

Were new here, too, so we know how important it is to

be helpful.

Luggage Tags

tag. youre it.Rooms start at

Be he lp fu lBe Helpful. Tag. Now you're it. Aloft has hopefully helped you out today, return the favor to the next person in need!

And here is a list of amenities for good measure!Free wifi Jack Packs 24/7 Gym Salt Water Pool Smoke Free Pet-Friendly LEED Certified Bliss Spa Products Complimentary Shuttle Wxyz Bar and Lounge 24/7 Re:Fuel Cafe Cable TV

Room rates start at _______.

be helpful.

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meet aloft on campusWhenSeptember 1st, 2011; 9 AM

Were new here, too, so we know how important it is to

What

be t.

Where How

Outside of Rams Head gym

y mac? eas ramen noodles?

The brand ambassador will have a table set up outside of Rams Head gym with the water bottles. They will also have Aloft collateral that has information about the hotel, room rates, and ammenities.

drink water. all the time.Were new here too. So we know how important it is to be fit....with your new reusable water bottle.

be fit.Were new here too. So we know how important it is to be healthy.

WhyAlmost everyone on campus carries a plastic water bottle. Its a must have at UNC. Freshmen probably dont know that and dont have one yet. Most freshmen live 5 minutes or less away from Rams Head. They eat breakfast there and go to the gym there in the mornings. It is also a perfect spot to catch them on their way to class.

Pick up a reusable water bottle on September 1st at rams head.P.S. Feel free to stay a while. Fill up your water bottle and get ready to work out. Rams Head gym has tons of exercise classes, an indoor track, and a machine for every muscle.

Easy mac? Ramen noodles?

drink Water. all the time.Also, try these snacks to cut the calories:Sweet potato fries from 1.5.0. A banana from the Pit Stop. Salad bar from the bottom of Lenior. Strawberry banana smoothie from Starbucks. Veggie Delight sandwich from Subway.

be fit.

be fit.

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meet aloft on campusWhenOctober 1st, 2011; 9 AM

What

Were new here, too, so we know how important it is to be

alert.

Where How

Graham Memorial

late nights? early mornings?

The brand ambassador will hand out the reusable coffee mugs on October 1st at 9 a.m. so that students can fill them up before class. There are several locations on and around campus to buy coffee.

drink coffee. lots of it.Were new here too. So we know how important it is to be alert.

be alert.Were new here too. So we know how important it is to be alert.

WhyThe reusable coffee mug is a great way to keep them green and encourage them to make their own coffee and bring it with them to class rather than buy it every day

Pick up a reusable coffee mug on October 1st in Graham Memorial.P.S. Feel free to stay a while. In case you didnt know, Graham Memorial is a great place on campus to study. Fill up your mug at Starbucks and relax on the couches in the lounge.

late nights? early mornings?

drink coffee. lots of it.Also, try these tricks to give you a boost:Grab some berries next time youre in the dining hall. Wear brighter colors. Buy a lavender candle. Splash water on your face. Listen to music while you work. Take a yoga class at the SRC. Embrace anxiety. Take a break and walk down Franklin Street. Laugh out loud. Sleep.

be alert.

be alert.

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meet aloft on campusWhenNovember 1st, 2011; 9 AM

Were new here, too, so we know how important it is to

What

be smart.

Where How

Steps of Wilson Library

nxious? A

be smart.

Stressed?

The brand ambassador will pass out the notebooks outside of the Wilson Library.

study. actually learn.Were new here too. So we know how important it is to be smart....with your new eco-friendly notebook.

WhyEvery student could always use an extra notebook. Even if they dont need it for a specific class they can use it to make study guides, make to do lists, and keep track of their work.

Were new here too. So we know how important it is to be smart.

Pick up a notebook on November 1st on the steps of wilson library.P.S. Feel free to stay a while. Grab a seat in Wilson and crack open a book. Theres plenty of room for you to stretch out and take a break from the Davis stacks.

anxious? stressed?

Study. actually learn.

Also, try these tricks to score an A:Go to Davis instead of the UL for peace and quiet. Go to Graham Memorial for Starbucks and comfort. Make yourself a Google calendar. Use a planner. Grab a free scranton from the entrance of the library.

be smart.

be smart.

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meet aloft on campusWhen WhatDecember 1st, 2011; 9 AM

Were new here, too, so we know how important it is to

be stylish.

Where How

Outside of Student Stores

pants? sweat

t-shirts?be stylish.Were new here too. So we know how important it is to be stylish.

The brand ambassador will pass out the tote bags outside of the Student Stores.

dress to impress. on december 1st.Were new here too. So we know how important it is to be stylish. Were new here too. So we know...with ...with your new tote bag.

WhyThe tote bags will be used on campus as a book bag and will be used at the trunk show as a discount. It will serve as an incentive for freshmen to attend because if they bring it they receive 10% off their purchase.

Pick up a totebag on december at student stores.P.S Make sure P.S.. Make sure you ahead over to Aloft on December December 5th at 2 p.m. for the best trunk show of the show of the season. Fashion courtesy of Hadley Emerson Hadley Emerson and cocktails courtesy of the Wxyz Lounge. the Wxyz Lounge. Bring the tote bag and

sweatpants? t-shirts?

dress to impress. on december

5th.

Come to the trunk show to look your best:Emerson purchase at Alofts trunk show. There will be buses running to and from campus all day.

be stylish.

Go to www.facebook.com/aloft for more details.

be stylish.

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join us at aloftWere new here, too, so we know how important it is to Who HowWomen of all ages who love to shop!

be stylish.

What

Join Aloft for a trunk show. Styles by Hadley Emerson, signature cocktails by wxyz bar at Aloft.

WhereLobby of Aloft near wxyz bar.

Alofts messages will be strategically placed throughout social and print media for the final promotional event. An invitation will be available to use as a flyer around campus, for sorority drop off, as well as to send to Hadley Emersons mailing list for an email blast. The reusable shopping bags given out December 1st will also contain a coupon to use at the trunk show. While at the show, women of age will receive a napkin voucher granting them one free drink at the w xyz lounge. Facebook & Twitter updates to include: Still havent made your holiday gift list? Come to the @HadleyEmerson at Aloft trunk show this Thursday! Looking for last minute gifts? 3 days until the @HadleyEmerson trunk show! Ready to outshine all the holiday sparkle? Check out these shoes (link) available this Friday at the @HadleyEmerson trunk show Dress to kill at your next holiday party. Weve found the perfect dress (link). Get it this Thursday at Aloft! Sip and show at Aloft this Thursday. Styles by @HadleyEmerson, signature cocktails courtesy of the #wxyzlounge @HadleyEmerson is setting up! You dont want to miss these deals. Trunk show tonight at 7PM! On the 12th day of Hadley, my true love sent to me: (link) a @maxandcleo dress for New Years Eve!

When

Tentatively December 3, 2011 - near the end of Fall 2011, conveniently scheduled at the start of the Holiday season. Flyers will be available for sorority drop-off, facebook page, on-campus placements and email blast to Hadley Emerson mailing list three weeks prior to date of show. Social media surge beginning one week prior to show.

Why

Hadley Emerson is a new boutique that opened in March of 2010, shortly before Aloft opened in April. The boutiqe specializes in womens contemporary clothing and is located beside Aloft in the East 54 Shopping Center. Hadley Emerson has their own Facebook page and blog, which shows that, like Aloft, the boutique is targeting modern and tech-savvy consumers. A partnership between Hadley Emerson and Aloft, two entities that focus on style and the modern consumer, would be a great way for aloft to bring UNC Students and past Hadley Emerson customers in the door. The fusion of Aloft and Hadley Emerson is a natural pairing that can help Alofts branding in the Chapel Hill area.

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join us at aloftWere new here, too, so we know how important it is to Flyer Facebook Event Page

be stylish.

Cocktail Coupon

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dont worry, well remind youclass of 2015,Were new here, too. So we know how important it is to make a good first impression. Thats why were spending this semester telling (and giving) you everything weve learned.

About the DTH

Yes, its all free. S o heres the first tip, get all the fre e stuff you can possibly hoard in to your room.

Print and online editions provide the most comprehensive source available about UNC-Chapel Hill news and events, sports and features, and local business advertisers Published Monday through Friday according to the University of North Carolina-Chapel Hill class schedule and weekly in the summer totaling 157 publishing days. 18,000 copies distributed daily for a total estimated readership of 38,000* of each print issue. 205 distribution locations on campus and off campus covering Chapel Hill, Carrboro, Durham and Chatham County. Print and online readership penetrates more than 90 percent* of the campus community. Greatest penetration of the 18 to 24 year-old demographic* of any local media buying alternative. 68 percent of students and 77 percent of UNC employee readers look specifically at DTH display ads* when looking for a bargain or best buy before shopping and to plan their entertainment outings.

Keep an eye out for our tips, tricks, events, and giveaways on and around campus.

were new here,33

SOCIAL MEDIA REVAMPWhy use social media?Social media is a fast-growing venue for brands and consumers to communicate with each other. With more than 500 million active users on Facebook and 175 million registered users on Twitter, Aloft Chapel Hill has an affordable opportunity to make lasting impressions on a lot of people. By effectively increasing its presence in the social media world, Aloft can increase brand awareness and likability within its target market.

Recommendations

Blank Slate recommends that Aloft revamps its existing Facebook and Twitter pages and increase its daily use. In order to build a vibrant and interesting social media identity, relaxed language, frequent updates, and appealing content are crucial. For Facebook, we have updated the Info section to include more information about the hotel such as hours of operation, public transit options, and daily bar specials. Taking pictures of Aloft events and amenities and tagging them is also a great way to allow consumers to become more familiar with the hotel. Using the Like feature on Facebook is also a great way to network with other local businesses and peoples. For Twitter, we have updated the profile section to be a little more colloquial and a little less businesslike. Both mediums should regularly update statuses and tweets with rich content such as links to videos and websites and notifying followers of upcoming events, specials, and contests. Social media will be deeply integrated into the advertising campaign as it will be a constant source of information to Alofts followers. Daily updates are important and shouldnt be limited to weekdaysweekends are sometimes the best times to reach college aged people! Retweets, @ messages, and shout outs should also be used to engage followers in what Aloft is saying. Message frequency and relevancy are vital to the success of building a strong social media presence.

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FACEBOOK recommendationsGeneral InfoParking: Valet Just ask the front desk talent for information upon arrival! Complimentary for all guests. Parking Lot East 54 Development has plenty of parking available to patrons, and if its after business hours you can park at SECU Bank across the street. Public Transit: A bus stop for free Chapel Hill bus transportation is conveniently located in front of the hotel. Routes FCX, G, S, Safe Ride G, and V. Complimentary shuttle now available within a five mile radius. M-F 7am to 7pm Wyxz Bar and Lounge Hours: Sun-Thurs 5pm-12am Fri- Sat 5pm-2am

Promotions

(Subject to change) Monday: Tuesday: Wednesday: Thursday: Friday: Saturday: Sunday:

$5 Martinis $4 well drinks & $3 draft beers 1/2 off wine by the glass All draft beers $2.50 Bartenders Special of the Day for $5 $2 off our Signature Cocktails Football & price bottled beer

Info Box

Were a new fun & stylish hotel and hangout in Chapel Hill. Were all about good energy, chic design, and fabulous experiences! Follow us on Twitter @aloftChapelHill

Likes

Music groups/musicians they promote. East 54 shops and restaurants UNC School of Journalism and Mass Communication

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twitter recommendationsGuidelinesRetweet tweets announcing events and news about Chapel Hill Thank people for following Aloft Chapel Hill

Suggested Tweets

We love living in CH for the live music! RT @catscradleNC: tickets are now on sale for Dashboard Confessional on Tuesday, November 30th. @katesaw thanks for following us! Check our tweets for drink specials! The next person (of age) to RT this gets a free drink tonight at #wxyzlounge! Its not Saturday, its gameday! Come join us in the w xyz lounge for post-game cocktails. #goheelsgoamerica #beatdook Announcing my unhumble abode winner in a week one more week of Facebook liking fury! (link to Facebook)

Offer drink specials for retweets

Use popular UNC related hashtags, like #goheels, #goheelsgoamerica and #UNCseniors

Advertise promotions, like the dorm room giveaway and campus handouts. Direct tweets at UNC related Twitter handles, such as @ UNCSeniors2010, @UNCJSchool, @dailytarheel, @DTHsports, and @kvetchingboard

Were getting really excited to see what the @UNCJSchool class has planned for their Aloft advertising campaigns! #cantwait #thanks Sounds like mom could use a relaxing stay at Aloft! @ kvetchingboard Just got an email from Mom. Subject line: doghouse, body: you. #rough Hey @UNCSeniors2012! Start booking rooms for your folks for graduation in May, were filling up fast!36

budget summarybe known.T-Shirts Postcards

$2,760

be alertReusable coffee cup Coffee cup insert Flyers

$1,000

be at ease.Door hangers Flyers Dorm Poster Room makeover materials

$750

be smart.Notebook Notebook insert Flyers

$1,000

be helpful.Luggage carts Luggage Room-rate cards

$3,547

be stylish.

Reusable shopping bag Coupon insert for shopping bag Invitation flyers Production costs for trunk show (hors doeuvers, etc.)

$1,502

be tWater bottles Water bottle insert Flyers

$1,000

DTH ad

$2,800

1/8P 4CB: 4 insertions monthly in Friday edition

grand total= $14,269

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secondary sourceshttp://www.collegeparents.org/members/resources/articles/national-parent-survey-reveals-high-level-communication

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