46DE Creativity assignment year 3

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Enhancing the reputation of your hotel

As in reality, unexpected things will always occur. As a management team you have to be prepared but even more important, you must act. The systematic handling of crisis situations takes on a central role in the management of businesses. Crisis moments can be assigned to specific phases and tasks can be defined (e.g. identification, planning, management and control). Have a crisis plan at hand to ensure the resilience of your hotel! Develop a plan for customer retention and feedback management and make a plan on how to communicate more effectively, efficiently, and more in line with the needs and profiles of your customers.

The Three Minutes of Fame offers your hotel the last and ultimate possibility to promote and present your hotel to the outside world.

You hotel is relatively new and is looking for more exposure and reach. Think of your company's strategic goals during your Three Minutes. The audience for your Three Minutes could be:

• your target groups,
• coaches,
• interested by-passers,
• competitors (other teams),
• maybe press relations

Just make it very clear in advance who you are aiming at. Maybe not all will be present at your session, but that's hard to tell in advance. But you decide what you will communicate and what the goal is of your presentation. Make a statement to the outer world where your hotel stands for, and make it a memorable event! So be creative, and think about your company strategic goals during your Three Minutes. You only have a maximum of three minutes to make an unforgettable impression.

You do all of this live; in front of an audience (see above). The way of presenting is free; you can do whatever you like but keep an eye on your strategy. For this purpose, you can (for example) perform a live-act, make a video, or whatever suits your needs and fits with the image of your hotel (and is in line with your strategy). Be creative and innovative! Just showing a video is not enough, there must be some live elements added to your video or sound files. Your team 'being there' in person, should somehow contribute to the presentation The “Three Minutes Event” begins according to your schedule. We expect all of the teams and all of the members to be in during all of the presentations. We want to have a little time between the teams so be sure to be able to 'take the stand' in one minute.

Goal

Enhance the reputation of your hotel and win customers and business partners. Build on your strengths, make use of new opportunities and deal with weaknesses and threats. Respond appropriately to unforeseen circumstances and address all stakeholders involved.
Make a Three Minutes of fame that is memorable, that has a very clear message, that has a clear call-to-action and that is in-line with your strategy.
Doing this well:

• has major influence on your marks in this year
• extra bonus for winning teams:

The bonus is as follows:

• The team which gets the most votes wins and receives € 100,000 bonus;

• The team which is number two gets € 75,000 bonus;

• The team which is number three gets € 50,000 bonus.

Task, deliverable

Be sure that:

• all (!) team members do have a role
• you can not just start a video e.g.: there has to be 'some' live contribution as well.

You promoted your hotel at the Three Minutes of Fame. Answer the next questions as if it all where for real, so from a business perspective. You do not have a lot of times after the three minutes. Most of the following questions can be made upfront.

• What were the exact goals you had in mind with this presentation?
• What was the target group as an audience you aimed at?
• What will, concrete, be the planned follow-up after the 3 minutes.
• How could you measure the result of the 3 minutes related to the goals in a concrete way?

Assessed elements

• Is the product creative?
• Is it in line with the strategy?
• Is the message clear, and aiming at the right target group?
• Is there a clear pay-off or call-to-action?
• Is the plan okay?
• Are all the sources accounted for?

Handing in

You will do the 3 minutes of fame and observe the 3 minutes other do as well. In the end all Management Teams have two votes, to give to two different Hotels in their city (not allowed to vote for yourself). The coaches have two votes as well. The coaches add up the votes of their city and announce a winners and a runner up. The coaches will assess your performance.

Additional information

• IP
• Examples and suggestions elevator pitch
• Examples elevator speech

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