Marketing PlanDavid Royall Jared Lauritsen

Eric Everett Nicole Radut

Outline• Introduction• Marketing Strategy:

• Three Target Markets• Strategies• Competitive Forces• Communication

• Implementation:• Introduction• Vacationing Retirees• Adventurers• Transients

• Conclusion and Questions

Marketing Plan

• Purpose– Generate additional funding– Best uses of media and marketing techniques– Market segments

• Vision & Objectives– 25% occupancy in 1st year– Sustainable marketing

Marketing Strategy

• Three target markets– Vacationing retirees– Adventurers– Transients

Vacation-ing Re-tirees50%

Adventurers10%

Tran-sients40%

Vacationing Retirees

Why would they want to come to the Inn?– Escape from their normal surrounding– Relax in nature– Do some easy outdoor activities

• Emphasis: • Room´s porches• Monastery antiques• Quality of furniture• The Monastery´s silent breakfast• Explore the Monastery Spirit Center, Museum & Gift Shop

Adventurers•Younger•Require less amenities•Want to be close to nature

Marketing focus• Outdoor recreation• Local amenities • Snow• Hiking• Water

• Online reservations

Transients

• Range from any age group• Same marketing plan – Word of mouth and regional

advertising• Reasons for staying– Visiting family or friends– Visiting festivities (fairs,

rodeos, other)– Traveling through

Competitive Forces

• Competitors– Dog Bark Park– Village Motel &

Country Haus• Visibility

• Three steps:– Before stay: email after the reservation to confirm,

thanking and asking if they need some advice or help– Arrival: greet with a Welcome Kit :

– pen and notebook with the Inn logo– brochure listing local amenities– business card– comment card

– After stay: mail or call within one month for inquiring and welcome back

Communication

Implementation

• Goal: sustainable marketing

• Word-of-mouth• Emphasis– Commitment to

hospitality– History– Beautiful property– Comfortable rooms

Implementation

• Vacationing retirees:• Travel agencies: declining in popularity but still have a strong

pull ; appendix A

• Travel magazines: • Travel and Leisure Magazine (www.travelandleisure.com)

• National Geographic Traveler Magazine( www. traveler.national.geographic.com )

• Frommer´s Travel Guides (www.frommers.com)

(This is the most expensive option)

• Vacationing retirees:• Yellow pages: traditional source of advertising

– it is a good method for people in town, or who have family or friends in town

– around $200

• Action Plan: • First, focus on relationship with travel agencies• When more money is allocated yellow pages

and travel magazines

Implementation

Implementation

• Adventurers– Website Techniques– Search Engine Optimization– Third-Party Website• Kayak.com• BedandBreakfast.com

– Online Reservation System• www.keepmebooked.com

Implementation

• Transients:• Local Businesses & Individuals

– Promoting each other– Annual Festivities

• Media Kit– Visit businesses and travel agents

• Chamber if Commerce – Give the Inn a voice in local market

Implementation

• Transients:• Local Media:

– Newspapers– Chronicle– Idaho Mountain Express

• Prices may vary based on size of ad– 1 column wide by 1 inch is $16.40

• Action plan:– Complete all Methods presented – Contact business provided

• Inform them of opening• Work out a deal between them and the Inn

Summary

• Target Markets• Hospitality before, during, & after stay• Word-of-mouth• Relationships• Webmaster techniques• Listings• Reservation Management• Local amenities

Questions?