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

• Written assignment: Please hand in 2 – 3 pages (including figures) addressing the following questions and tasks: What is your strategy for customer retention and feedback management? Which measures have you adopted to improve your communication? Please illustrate this based on a concrete example, providing an overview of all the measures (including responses and publicity) you have taken and the costs involved, as well as any the learning experiences you have had.
• Three Minutes of Fame: The presentation. Make sure that all (!) team members do have a role. You cannot just start a video: there has to be a 'live' contribution as well.
• Critical friend: The Critical Friends Method essentially refers to a feedback method among teams. During the Three Minutes of Fame, you will not only name the best presentation (this score goes into the profit and creativity competition), but you will also score the other teams' presentations (these scores go into the overall score for the portfolio). Your team can award a maximum of 10 points (maximum 5 points for Organization and Presentation and 5 points for Originality, Creativity, and Knowledge). Be fair in your evaluation.

Assessed elements

Written assignment:

• Have all questions and tasks been addressed in a professional way?
• Are your ideas in line with the overall strategy?
• Are the arguments convincing?
• Have all stakeholders been addressed?
• Did you critically reflect on your performance?

Three Minutes of Fame:

• Have all team members been involved in the presentation?
• 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?

Critical Friend:

• Organization (Logical presentation of ideas)
• Presentation (Oral presentation and delivery)
• Originality and Creativity
• Knowledge of Material (Familiarity with subject matter)

Handing in

Hand in your competition analysis as a document. Upload it somewhere in the cloud.

• Be sure that your posts and video are made publicly visible
• Copy the link (only the link, not the document or content) and put it in your Team File before the deadline into tab Year 1-2-3-4, cell D49
• Be sure the file is freely accessible without logging in or anything, just the click on the link should open it!

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