C Communication plan towards customer groups

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Assignments

Name of assignment

Communication plan towards 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 is two markets: the leisure market and the business market. Within these market we have the different type of customers (or guests). There never has been a specific plan towards these types: the same communication has been done to all customers; newly arrived, loyal customers, old, young, buyers at a rack rate or last-minute price.

Goal

To make a plan how to communicate more effective, efficient, more in line with the needs and profiles of the customers. You only have to look at customers - clients, 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 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 to be when applying your plan?

Assessed elements

• Is the plan feasible?
• Is the link to the customers needs and the strategy of the hotel clear?
• Are there benchmarks used on the acquisition costs in other hotels and a guess on the costs in the past in the Emerald Forest Hotel?
• Are the media and messages chosen inline with the customer groups?
• Is the difference between leisure and business made clear?

Additional information

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

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