Marketing MixPlace: product and service informationare sold to the guest via personal selling, direct marketing, advertisingand the Internet. Delivery channels include travel agents and internationalreservations systems.Product MarketingProduct: high quality facilities accompanied by exemplary personal service, differentiated from competition quality with the overall brand strategy has proven to be a successful approach generating high levels of repeat business.PricingPricing strategy has been consistent with the differentiation objective, to provide added value for a reasonable rate as opposed to discounting and de valuing our products and services.Room rates quoted are net of tax and service, are per night, per room with continental breakfast included: Deluxe Room - $95.00; Super Deluxe Room- $125.00; Premier Suite- $ 250.00; Executive Suite- $359.00 (maximum occupancy 2 persons).

PromotionPromotion: primary focus will remain on mass communication via print ads in trade publications and on the Internet. Direct mail campaigns to existing and prospective clients will increase as a cost effective means of targeted campaigning.Personal selling in the local market will remain an important element of the mix in order to continue to build long-term relationships within the local community and generatehigh levels of corporate activity.Public relations activities will continue to play an important role in the marketing mix, presenting the hotel as a supportive member of the community andparticipating in significant local events.

AdvertisingThe following table shows our primary advertising milestones.Advertising MilestonesMilestones

AdvertisingStart DateEnd DateBudgetManagerDepartment

Contract media space1/1/20054/1/2005$20,000GeoffMarketing

Ad agency liasonon print ad material1/1/20053/28/2005$11,000GeoffMarketing

Dispatch/monitor campaign results5/1/20058/1/2005$2,000SallyMarketing

Total Advertising Budget$33,000

Public RelationsThe following table shows our primaryPR milestones.PR MilestonesCreate or edit this tableMilestones

PRStart DateEnd DateBudgetManagerDepartment

Public relations functions to schedule2/1/20053/1/2005$0AnnePR

Evaluate sponsorship requests3/1/20054/1/2005$0AnnePR

Establish list of sponsorship events/companies4/1/20056/1/2005$6,000AnnePR

Total PR Budget$6,000

Direct MarketingOur direct marketing will be handled by our PR agency. We will buy select targeted list of corporate companies and send them information about Riverview Hotel. We know that we are no experts in direct marketing so it will be important that our PR agency handles every aspect of direct marketing for us.Direct Marketing MilestonesMilestones

Direct MarketingStart DateEnd DateBudgetManagerDepartment

Direct mail lists to purchase/prepare2/1/20053/1/2005$6,000SallyMarketing

Ad agency liason on direct mail material3/1/20043/1/2005$7,000SallyMarketing

Total Direct Marketing Budget$13,000

Web PlanOur website is already up and running, but needs to be revampedto give it an updated look and feel, as well as to add secure interactivity. The content is good -- it just need a little refresher.We need:1. New home page design and navigation2. Online reservationscapability3. Printable brochureWebsite GoalsOur website needs to be able to do the following:1. Convey our messaging of high quality, luxury business accommodations2. Be indexed on major travel websites so that people find us3. Be able to take reservations online and make changes to reservations onlineWebsite Marketing StrategyOur main website marketing strategy hinges upon making sure all major travel sites such as Expedia.com, Orbitz.com, and Hotels.com list our hotel when customers search for hotels in our area.

Direct Marketing MilestonesMilestones

Direct MarketingStart DateEnd DateBudgetManagerDepartment

Direct mail lists to purchase/prepare2/1/20053/1/2005$6,000SallyMarketing

Ad agency liason on direct mail material3/1/20043/1/2005$7,000SallyMarketing

Total Direct Marketing Budget$13,000

Web PlanOur website is already up and running, but needs to be revampedto give it an updated look and feel, as well as to add secure interactivity. The content is good -- it just need a little refresher.We need:1. New home page design and navigation2. Online reservationscapability3. Printable brochureWebsite GoalsOur website needs to be able to do the following:1. Convey our messaging of high quality, luxury business accommodations2. Be indexed on major travel websites so that people find us3. Be able to take reservations online and make changes to reservations onlineWebsite Marketing StrategyOur main website marketing strategy hinges upon making sure all major travel sites such as Expedia.com, Orbitz.com, and Hotels.com list our hotel when customers search for hotels in our area.

Development RequirementsTo attain the level of interactivity we want in our redesign, we need to increase the features allowed (security forreservations and credit-card processing, daily back-ups, and real-time database linking) and service-level of our hosting service. This will slightly increase our monthly hosting fee.Sally has contracted with adatabase developer to update our reservations system to be compatible with the online reservation requirements. The new website will be ready to launch in April.Pay-per-click ROASCreate or edit this tablePay-Per-Click ROAS

NetworkMonthly CostClicksLeads GeneratedOrdersMonthly RevenueROASCost-per-clickCost-per-lead

Google$3,0006007510$5,000167%$5.00$40.00

Yahoo!$2,000300405$4,000200%$6.67$50.00

Other$500100303$1,500300%$5.00$16.67

Total550010001451810500222%$5.56$35.56

Website MilestonesCreate or edit this tableMilestones

Web DevelopmentStart DateEnd DateBudgetManagerDepartment

Homepage Re-design1/1/20051/15/2005$1,000ShellyMarketing

Printable Brochures1/1/20051/15/2005$2,000ShellyMarketing

Online reservations1/1/20051/15/2005$6,000ShellyMarketing

Total Web Development Budget$9,000

ServiceOur hotel provides guests with an alternative to the impersonal, large five star properties in the city. Strategically located, our property enables our guests to be at the heart of the business community and yet in an environment of calm and professionalism. We seek to differentiate our product and services in the following areas: Personal recognition of our frequent travelers who return time and again. Luxurious rooms that offer a sense of doing business from 'home.' Staff that have a strong customer-service ethic. Business facilities second to none in town.

Implementation ScheduleNew marketing campaign efforts will be focused from January through April, aimed at the launch of the redesigned website in April. We will continue to track the results of this campaign for the remainder of the year.MilestonesCreate or edit this tableMilestones

AdvertisingStart DateEnd DateBudgetManagerDepartment

Contract media space1/1/20054/1/2005$20,000GeoffMarketing

Ad agency liasonon print ad material1/1/20053/28/2005$11,000GeoffMarketing

Dispatch/monitor campaign results5/1/20058/1/2005$2,000SallyMarketing

Total Advertising Budget$33,000

PRStart DateEnd DateBudgetManagerDepartment

Public relations functions to schedule2/1/20053/1/2005$0AnnePR

Evaluate sponsorship requests3/1/20054/1/2005$0AnnePR

Establish list of sponsorship events/companies4/1/20056/1/2005$6,000AnnePR

Total PR Budget$6,000

Direct MarketingStart DateEnd DateBudgetManagerDepartment

Direct mail lists to purchase/prepare2/1/20053/1/2005$6,000SallyMarketing

Ad agency liason on direct mail material3/1/20043/1/2005$7,000SallyMarketing

Total Direct Marketing Budget$13,000

Web DevelopmentStart DateEnd DateBudgetManagerDepartment

Homepage Re-design1/1/20051/15/2005$1,000ShellyMarketing

Printable Brochures1/1/20051/15/2005$2,000ShellyMarketing

Online reservations1/1/20051/15/2005$6,000ShellyMarketing

Total Web Development Budget$9,000

OtherStart DateEnd DateBudgetManagerDepartment

Name me1/1/20061/15/2006$0ABCDepartment

Name me1/1/20061/15/2006$0ABCDepartment

Name me1/1/20061/15/2006$0ABCDepartment

Other1/1/20061/15/2006$0ABCDepartment

Total Other Budget$0

Totals$61,000

Sales PlanOur sales plan hinges upon our sales strategy, sales process and, prospecting plan. As long as we follow the plans laid below we should be in good shape.Sales StrategyRiverview Hotel's sales strategy hinges upon repeat visits by key corporate accounts. We need to develop a relationship with the companies listed in our Sales Account Plan, as well as actively generate new accounts by soliciting first time corporate visitors.It will be important to remain competitive on price, as well as amenities. The corporate accounting department wants to make sure they limit the amount of money spent per night per employee on a business trip, but the business traveler will be able to express preference. If the price is right, and the business traveler knows that they will have all amenities they need while at the Riverview Hotel, we will be assured of keeping and attracting key accounts.

Sales ProcessWe will be sure to mail out corporate packets every 6 months to our key accounts, as well as any new accounts we acquire. The packets will have information about corporate pricing and discounts, as well as information about rooms and amenities for the companies to share with business travelers.The biggest piece of our sales process will depend on personal relationships. We will need to make every business traveler feel like we remember them and we know their likes and dislikes. We also need to cultivate good relationships with the person at the company who makes travel arrangements.Sales Account PlanCreate or edit this tableSales Account Plan

Target AccountsHistoryStatusAnnual Sales PotentialKey Account Manager

Company Adisappointed w/ currentproposal made$20,000Geoff

Company Breferral from Jackdesigning proposal$15,000Geoff

Company Crequest on 12/15drafting response$10,000Sally

Existing Key AccountsHistoryStatusAnnual Sales PotentialKey Account Manager

Company 13 yearsStable$40,000Sally

Company 25 annual conferencescheck next month$60,000Geoff

Other--$0-

Total$145,000

Prospecting PlanWhenever a new customers stays at our hotel we need to be able to determine whether it is for leisure or business. If it is for business -- we need to make sure to get the customers business name and address so that we can send a corporate packet to the company letting them know about corporate pricing and special business amenities.