37BE Creativity assignment year 2

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Communication Plan towards customer groups

Create a Communication Plan aimed at your customer groups, so you will have to define first what customer groups you see or expect.

Situation

You have set a new strategy for your hotel, taking into account that there are two markets: the leisure market and the business market. Within these markets, we have different types of customers (or guests). So far, there never has been a specific plan towards these customer types: the same promotion and communication has been targeted to all customers; newly arrived, loyal customers, old, young, buyers at a rack rate or last-minute price.

Goal

Make a plan on how to communicate more effective, efficient, more in line with the needs and profiles of your customers. You only have to look at customers, these are considered persons who have done any booking during the last 10 years, or did not book but have been part of the booking party.
In the end, this plan should result in lower acquisition costs per booking.

Task, deliverable

Make a plan for the year to come. Make clear:

• Which customer groups you define
• Which media will be used at what moment in time
• Which group will get what message at what moment on which media
• What are acceptable acquisition costs and how high do you project them when applying your plan?

Assessed elements

• Is the plan realistic and feasible?
• Is the link to customer needs and hotel strategy clear?
• Are benchmarks used for the acquisition costs of other hotels, and an estimate of the costs of Emerald Forest Hotel in the past?
• Are the media and messages chosen in line with the customer groups?
• Is the difference between leisure and business market made clear?
• Are all the sources accounted for?

Handing in

Upload your work anywhere in the cloud (Dropbox e.g.: do not e-mail):

• Be sure the file is public
• Be sure anyone with a link can access it without any login (!)
• Copy the link (only the link, not the document or content) to your hotels Team File tab Year 1-2-3-4 in the row 47: additional information for your coach
• You work in the cloud: no need to save (done automatically) or hand-in your Team File. Just be sure it is ready, well before the deadline.

Furthermore, all other relevant information for your coach is welcome in this cell as well!

Additional information

• Leisure market, business market
• Customer acquisition costs
• Calculate acquisition costs

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