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Marketing PlanDavid Royall Jared Lauritsen
Eric Everett Nicole Radut
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Outline• Introduction• Marketing Strategy:
• Three Target Markets• Strategies• Competitive Forces• Communication
• Implementation:• Introduction• Vacationing Retirees• Adventurers• Transients
• Conclusion and Questions
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Marketing Plan
• Purpose– Generate additional funding– Best uses of media and marketing techniques– Market segments
• Vision & Objectives– 25% occupancy in 1st year– Sustainable marketing
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Marketing Strategy
• Three target markets– Vacationing retirees– Adventurers– Transients
Vacation-ing Re-tirees50%
Adventurers10%
Tran-sients40%
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Vacationing Retirees
Why would they want to come to the Inn?– Escape from their normal surrounding– Relax in nature– Do some easy outdoor activities
• Emphasis: • Room´s porches• Monastery antiques• Quality of furniture• The Monastery´s silent breakfast• Explore the Monastery Spirit Center, Museum & Gift Shop
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Adventurers•Younger•Require less amenities•Want to be close to nature
Marketing focus• Outdoor recreation• Local amenities • Snow• Hiking• Water
• Online reservations
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Transients
• Range from any age group• Same marketing plan – Word of mouth and regional
advertising• Reasons for staying– Visiting family or friends– Visiting festivities (fairs,
rodeos, other)– Traveling through
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Competitive Forces
• Competitors– Dog Bark Park– Village Motel &
Country Haus• Visibility
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• Three steps:– Before stay: email after the reservation to confirm,
thanking and asking if they need some advice or help– Arrival: greet with a Welcome Kit :
– pen and notebook with the Inn logo– brochure listing local amenities– business card– comment card
– After stay: mail or call within one month for inquiring and welcome back
Communication
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Implementation
• Goal: sustainable marketing
• Word-of-mouth• Emphasis– Commitment to
hospitality– History– Beautiful property– Comfortable rooms
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Implementation
• Vacationing retirees:• Travel agencies: declining in popularity but still have a strong
pull ; appendix A
• Travel magazines: • Travel and Leisure Magazine (www.travelandleisure.com)
• National Geographic Traveler Magazine( www. traveler.national.geographic.com )
• Frommer´s Travel Guides (www.frommers.com)
(This is the most expensive option)
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• Vacationing retirees:• Yellow pages: traditional source of advertising
– it is a good method for people in town, or who have family or friends in town
– around $200
• Action Plan: • First, focus on relationship with travel agencies• When more money is allocated yellow pages
and travel magazines
Implementation
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Implementation
• Adventurers– Website Techniques– Search Engine Optimization– Third-Party Website• Kayak.com• BedandBreakfast.com
– Online Reservation System• www.keepmebooked.com
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Implementation
• Transients:• Local Businesses & Individuals
– Promoting each other– Annual Festivities
• Media Kit– Visit businesses and travel agents
• Chamber if Commerce – Give the Inn a voice in local market
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Implementation
• Transients:• Local Media:
– Newspapers– Chronicle– Idaho Mountain Express
• Prices may vary based on size of ad– 1 column wide by 1 inch is $16.40
• Action plan:– Complete all Methods presented – Contact business provided
• Inform them of opening• Work out a deal between them and the Inn
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Summary
• Target Markets• Hospitality before, during, & after stay• Word-of-mouth• Relationships• Webmaster techniques• Listings• Reservation Management• Local amenities
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Questions?