View source for B Promotional campaign

{{Header assignments}}
== Name of assignment ==
Promotional campaign.

== Situation ==
Until you take over, the hotel did not spend any money on [[Year 1-2-3-4#Five_Team_decisions_on_costs_to_be_made Marketing costs|marketing]]. The hotel was run in a family hotel style and many leisure [[customer|customers]] were regulars or booked because of word-of-mouth. <br>
For the [[business market]] the same goes: the relations the the companies in the [[city]] always have been good, and there was no real need to profile the hotel at all. <br>Now, with the upcoming of platforms like Tripadvisor and Bookings.com campaigning is needed.

== Goal ==
Make a promotional campaign for the hotel matching the new strategy you decided upon. The campaign should contribute to the [[occupancy rate]] and the continuity of the hotel. The campaign is aiming at the consumers, the public, not at the intermediaries (platforms, booking agents etc.) 

== Task, deliverable ==
Develop a promotional plan for the year to come: be specific in all details and look at both markets.<br>
* How much out of pocket costs are you planning to make?
* How much staff hours will be involved?
* Put the planned costs and expected revenues in perspective using benchmarks from the real hotel industry. 
* Which media will be used with which measurable goals?
* What content are you planning to post at which moments?
* Explain how your promotional effort supports the positioning or re-positioning of your hotel business.

Write in a concrete and serious way as to show knowledge on the subject. <br>

== Assessed elements ==
* Are all choices made and within the boundaries set?
* Is there a clear link to the strategy?
* Are the arguments valid?
* Is it clear what the costs are spend on exactly?
* Are the choices made matching the leisure and the business market, each in a specific way?
* Are the costs and revenues planned realistic for a hotel of this size?

== Additional information ==
* [[Year 1-2-3-4|Year 1-2-3-4 decisions]]
* [[Operating review]]
* [https://www.hospitalitynet.org/opinion/4090018.html Hotel Marketing Budgets: How Much Is Actually Enough?]
* [https://www.researchgate.net/publication/247784777_The_Relationship_of_Sales_and_Marketing_Expenses_to_Hotel_Performance_in_the_United_States The Relationship ofSales and MarketingExpenses to HotelPerformance in the United States. Old but still]
* [https://www.tambourine.com/blog/how-much-should-you-be-spending-on-marketing/ How much should a hotel spend on marketing?]
* [https://www.hotelrez.net/what-ota-commission-rates-are-costing-your-hotel-and-how-to-reduce-them/ Getting more direct bookings]

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