Paolo Catane | Jennifer Dar | Alisa Olson | Tomas Oriente | Melissa Woodman

Integrated Marketing Communications Plan

1. SWOT Analysis2. Research Methodology3. Consumer Profile4. Communication Objectives5. Positioning6. Promotional Tactics and

Creative7. Media Tools8. Measuring Effectiveness9. Budget

Campaign Overview

● 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

● 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

● 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

● Strong competitors offering more in-house benefits and amenitieso 1906 Lodgeo El Cordova

SWOT: Threats

● In-person interviews with Coronado vacationers

● Phone interview with Paula from El Cordova

● Coronado Tourism Improvement District

● PRIZM● Yelp

Research Methodology

● In Person Interviewso Motivating Factorso Demographic Informationo Consumer Profile

● Phone Interview with Paulao Competitor Insighto Competitor Marketing Tactics

Primary Research

● 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

● Coronado Tourism Improvement Districto Target Market

● Yelpo Insight into competitors through

reviews● Prizmo Developing a consumer profile

Secondary Research

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

● 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

● 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

Modified AIDA Model + Knowledge

Knowledge

Attention: 457,480

Knowledge (20%): 91,496

Interest (30%): 27,449

Desire (20%): 5,490

Action (5%): 275 couples

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

“Little Island, Big Escape”

“Where Modern Comfort Meets Historical Charm”

Taglines

● Website● Cross-marketing● Public Relations● Direct Marketing● Internet Marketing● Social Media● Event Marketing● Print Media● Soft Opening

Media Tools

Timeline of Media Tools

● 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

● 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

Cross-marketing: Gyms

Cross-Marketing: Restaurants

Cross-Marketing: Spas

● Press Releases: o UT San Diego o WHERE Magazineo Coast Magazineo San Diego Magazineo CoastalLiving.com

● PR NewsWire - iReacho Per release/bundle

Public Relations

● 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

● 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

Peak times - June, July, August, March (Banner Ads)

Keywords: “Hotels in Coronado”

Social Media

● Del Mar Village Summer Solstice● Estimated attendance 700-800● June 19th 5-8pm● Bronze Sponsorship

Event Marketing

● Seasonal Packages○ “Summer Fun in the Sun”○ “Valentine’s Romantic Getaway”○ Spring Special Wedding Group Rates”

Sales Promotion

● Magazines aimed at target marketo June ‘14, July ‘14, January ‘15

Print Media

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

● 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

● Promotional code redemption upon booking onlineo from direct mailers and various ads

● Click-through metric platforms from online effortso Google Analytics

Measuring Effectiveness

Budget

Thank You!