B Promotional campaign

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Assignments

Name of assignment

Promotional campaign.

Situation

Until you take over, the hotel did not spend any money on marketing. The hotel was run in a family hotel style and many leisure customers were regulars or booked because of word-of-mouth.
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.
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.

• 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.

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 decisions
• Operating review
• Hotel Marketing Budgets: How Much Is Actually Enough?
• The Relationship ofSales and MarketingExpenses to HotelPerformance in the United States. Old but still
• How much should a hotel spend on marketing?
• Getting more direct bookings

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