Hotel Pattee Ian Todd, Tom Graeve, Jordan Wilson, Kristen Gerhardt.
-
Upload
rudolph-fleming -
Category
Documents
-
view
222 -
download
0
Transcript of Hotel Pattee Ian Todd, Tom Graeve, Jordan Wilson, Kristen Gerhardt.
![Page 1: Hotel Pattee Ian Todd, Tom Graeve, Jordan Wilson, Kristen Gerhardt.](https://reader035.fdocuments.net/reader035/viewer/2022062409/5697bfec1a28abf838cb89ce/html5/thumbnails/1.jpg)
Hotel PatteeIan Todd, Tom Graeve, Jordan Wilson, Kristen Gerhardt
![Page 2: Hotel Pattee Ian Todd, Tom Graeve, Jordan Wilson, Kristen Gerhardt.](https://reader035.fdocuments.net/reader035/viewer/2022062409/5697bfec1a28abf838cb89ce/html5/thumbnails/2.jpg)
Problems
![Page 3: Hotel Pattee Ian Todd, Tom Graeve, Jordan Wilson, Kristen Gerhardt.](https://reader035.fdocuments.net/reader035/viewer/2022062409/5697bfec1a28abf838cb89ce/html5/thumbnails/3.jpg)
ProblemsProblem 1 – Heads in Beds
Problem 2 – Multifaceted Resort
Problem 3 – Awareness & Image
![Page 4: Hotel Pattee Ian Todd, Tom Graeve, Jordan Wilson, Kristen Gerhardt.](https://reader035.fdocuments.net/reader035/viewer/2022062409/5697bfec1a28abf838cb89ce/html5/thumbnails/4.jpg)
Secondary Research
![Page 5: Hotel Pattee Ian Todd, Tom Graeve, Jordan Wilson, Kristen Gerhardt.](https://reader035.fdocuments.net/reader035/viewer/2022062409/5697bfec1a28abf838cb89ce/html5/thumbnails/5.jpg)
Local AreaPopulation
7,981
Local DrawGolfWine ToursBiking
CompetitionLocalDes Moines
![Page 6: Hotel Pattee Ian Todd, Tom Graeve, Jordan Wilson, Kristen Gerhardt.](https://reader035.fdocuments.net/reader035/viewer/2022062409/5697bfec1a28abf838cb89ce/html5/thumbnails/6.jpg)
Industry TrendsConsumer hotel spending2012 - $101 2013 -$106
Hotel Pattee’s average rate per night is $110
The average traveller household income Leisure - $91,000Business - $120,000
![Page 7: Hotel Pattee Ian Todd, Tom Graeve, Jordan Wilson, Kristen Gerhardt.](https://reader035.fdocuments.net/reader035/viewer/2022062409/5697bfec1a28abf838cb89ce/html5/thumbnails/7.jpg)
Industry TrendsAverage occupancy rate is 64%.
40% business 60% were for leisure
Leisure stays that consisted of two adults - 56%
Hotel Visits by Ages 35-53 - 38% 55+ - 39
![Page 8: Hotel Pattee Ian Todd, Tom Graeve, Jordan Wilson, Kristen Gerhardt.](https://reader035.fdocuments.net/reader035/viewer/2022062409/5697bfec1a28abf838cb89ce/html5/thumbnails/8.jpg)
Social MediaFace book
3,162 Followers 741 Talking 509 Check-ins Average rating is 4.5 out of 5 stars Main users are 35-54
Twitter Followers -251 Following – 569 93 Tweets
![Page 9: Hotel Pattee Ian Todd, Tom Graeve, Jordan Wilson, Kristen Gerhardt.](https://reader035.fdocuments.net/reader035/viewer/2022062409/5697bfec1a28abf838cb89ce/html5/thumbnails/9.jpg)
SWOT- Strength - Historical - Boutique- Reputation - Close to Des Moines- Bike trail nearby - Amenities
- Weakness- Price- Location - Niche Market- Awareness- No brand name
- Opportunity- Packages - New markets - Events- Growth of hotel - Growth of town- New owners
- Threat- Hotel competition - Maintenance cost- Previous history - Far from major venues - Lack of local activities
![Page 10: Hotel Pattee Ian Todd, Tom Graeve, Jordan Wilson, Kristen Gerhardt.](https://reader035.fdocuments.net/reader035/viewer/2022062409/5697bfec1a28abf838cb89ce/html5/thumbnails/10.jpg)
Primary Research
![Page 11: Hotel Pattee Ian Todd, Tom Graeve, Jordan Wilson, Kristen Gerhardt.](https://reader035.fdocuments.net/reader035/viewer/2022062409/5697bfec1a28abf838cb89ce/html5/thumbnails/11.jpg)
Primary ResearchRespondents
67% Male 33% Female 16.7% were 18-24 66.7% were 55-64 16.7% were 75+
![Page 12: Hotel Pattee Ian Todd, Tom Graeve, Jordan Wilson, Kristen Gerhardt.](https://reader035.fdocuments.net/reader035/viewer/2022062409/5697bfec1a28abf838cb89ce/html5/thumbnails/12.jpg)
Primary ResearchMediums used for hotel awareness
Internet -83.4% Local TV- 66.7% Newspaper – 50% Magazine – 33.3% Cable TV – 33.3% Radio -16.67% Social media – 16.67%
![Page 13: Hotel Pattee Ian Todd, Tom Graeve, Jordan Wilson, Kristen Gerhardt.](https://reader035.fdocuments.net/reader035/viewer/2022062409/5697bfec1a28abf838cb89ce/html5/thumbnails/13.jpg)
Primary Research 66.7% said #1 factor in hotel choice is Quality
Willing to Pay $61- $80 – 50% $81- $100 – 33.33% $120+ - 16.67%
Traveling from hotel to destination 50% would travel10-20 miles 50% would not travel more than 10 miles
![Page 14: Hotel Pattee Ian Todd, Tom Graeve, Jordan Wilson, Kristen Gerhardt.](https://reader035.fdocuments.net/reader035/viewer/2022062409/5697bfec1a28abf838cb89ce/html5/thumbnails/14.jpg)
Target Audience
![Page 15: Hotel Pattee Ian Todd, Tom Graeve, Jordan Wilson, Kristen Gerhardt.](https://reader035.fdocuments.net/reader035/viewer/2022062409/5697bfec1a28abf838cb89ce/html5/thumbnails/15.jpg)
35+
WHY?
![Page 16: Hotel Pattee Ian Todd, Tom Graeve, Jordan Wilson, Kristen Gerhardt.](https://reader035.fdocuments.net/reader035/viewer/2022062409/5697bfec1a28abf838cb89ce/html5/thumbnails/16.jpg)
Target Audience
Age 18-24 Age 25-34 Age 35-44 Age 45-54 Age 55-64 Age 65+
7.1
16.8
22.523.4
17.7
12.5
![Page 17: Hotel Pattee Ian Todd, Tom Graeve, Jordan Wilson, Kristen Gerhardt.](https://reader035.fdocuments.net/reader035/viewer/2022062409/5697bfec1a28abf838cb89ce/html5/thumbnails/17.jpg)
Target Audience
HHI: $150,000+
HHI: $75,000-$149,999
HHI: $60,000-$74,999
HHI: $50,000-$59,999
HHI: $40,000-$49,999
HHI: $30,000-$39,999
HHI: $20,000-$29,999
HHI: <$20,0000
5
10
15
20
25
30
35
40
45
50
![Page 18: Hotel Pattee Ian Todd, Tom Graeve, Jordan Wilson, Kristen Gerhardt.](https://reader035.fdocuments.net/reader035/viewer/2022062409/5697bfec1a28abf838cb89ce/html5/thumbnails/18.jpg)
Objectives, Strategies, and
Tactics
![Page 19: Hotel Pattee Ian Todd, Tom Graeve, Jordan Wilson, Kristen Gerhardt.](https://reader035.fdocuments.net/reader035/viewer/2022062409/5697bfec1a28abf838cb89ce/html5/thumbnails/19.jpg)
Objective
“Our objective is to increase stays by 10% over the next two quarters by increasing returning customers by 5% and new customers by 15%.”
![Page 20: Hotel Pattee Ian Todd, Tom Graeve, Jordan Wilson, Kristen Gerhardt.](https://reader035.fdocuments.net/reader035/viewer/2022062409/5697bfec1a28abf838cb89ce/html5/thumbnails/20.jpg)
Strategy
“Our strategy is to raise awareness for the hotel by showcasing the hotels relaxing, international rooms as a local escape from daily life.”
![Page 21: Hotel Pattee Ian Todd, Tom Graeve, Jordan Wilson, Kristen Gerhardt.](https://reader035.fdocuments.net/reader035/viewer/2022062409/5697bfec1a28abf838cb89ce/html5/thumbnails/21.jpg)
TacticShowcase that the hotel is an escape from
daily life though various mediums Billboard Interactive Internet Banners Radio TV
![Page 22: Hotel Pattee Ian Todd, Tom Graeve, Jordan Wilson, Kristen Gerhardt.](https://reader035.fdocuments.net/reader035/viewer/2022062409/5697bfec1a28abf838cb89ce/html5/thumbnails/22.jpg)
Media Plan
![Page 23: Hotel Pattee Ian Todd, Tom Graeve, Jordan Wilson, Kristen Gerhardt.](https://reader035.fdocuments.net/reader035/viewer/2022062409/5697bfec1a28abf838cb89ce/html5/thumbnails/23.jpg)
Creative Brief
![Page 24: Hotel Pattee Ian Todd, Tom Graeve, Jordan Wilson, Kristen Gerhardt.](https://reader035.fdocuments.net/reader035/viewer/2022062409/5697bfec1a28abf838cb89ce/html5/thumbnails/24.jpg)
Objectives Increase the occupancy rate by 10% over the
last two quarters of 2014
Increase social awareness by 10% more Twitter followers and 10% more Facebook likes over the last two quarters of 2014
![Page 25: Hotel Pattee Ian Todd, Tom Graeve, Jordan Wilson, Kristen Gerhardt.](https://reader035.fdocuments.net/reader035/viewer/2022062409/5697bfec1a28abf838cb89ce/html5/thumbnails/25.jpg)
DemographicsMen and women aged 35+
People interested in relaxing in a unique, one-of-a-kind setting
People who may be in the area for events such as Ragbrai, sporting events, wine tastings and golf outings
![Page 26: Hotel Pattee Ian Todd, Tom Graeve, Jordan Wilson, Kristen Gerhardt.](https://reader035.fdocuments.net/reader035/viewer/2022062409/5697bfec1a28abf838cb89ce/html5/thumbnails/26.jpg)
Creative Execution
![Page 27: Hotel Pattee Ian Todd, Tom Graeve, Jordan Wilson, Kristen Gerhardt.](https://reader035.fdocuments.net/reader035/viewer/2022062409/5697bfec1a28abf838cb89ce/html5/thumbnails/27.jpg)
Africa Room Billboard
![Page 28: Hotel Pattee Ian Todd, Tom Graeve, Jordan Wilson, Kristen Gerhardt.](https://reader035.fdocuments.net/reader035/viewer/2022062409/5697bfec1a28abf838cb89ce/html5/thumbnails/28.jpg)
Ireland Room Billboard
![Page 29: Hotel Pattee Ian Todd, Tom Graeve, Jordan Wilson, Kristen Gerhardt.](https://reader035.fdocuments.net/reader035/viewer/2022062409/5697bfec1a28abf838cb89ce/html5/thumbnails/29.jpg)
Italy Room Billboard
![Page 30: Hotel Pattee Ian Todd, Tom Graeve, Jordan Wilson, Kristen Gerhardt.](https://reader035.fdocuments.net/reader035/viewer/2022062409/5697bfec1a28abf838cb89ce/html5/thumbnails/30.jpg)
Italy Interactive Banner
![Page 31: Hotel Pattee Ian Todd, Tom Graeve, Jordan Wilson, Kristen Gerhardt.](https://reader035.fdocuments.net/reader035/viewer/2022062409/5697bfec1a28abf838cb89ce/html5/thumbnails/31.jpg)
![Page 32: Hotel Pattee Ian Todd, Tom Graeve, Jordan Wilson, Kristen Gerhardt.](https://reader035.fdocuments.net/reader035/viewer/2022062409/5697bfec1a28abf838cb89ce/html5/thumbnails/32.jpg)
![Page 33: Hotel Pattee Ian Todd, Tom Graeve, Jordan Wilson, Kristen Gerhardt.](https://reader035.fdocuments.net/reader035/viewer/2022062409/5697bfec1a28abf838cb89ce/html5/thumbnails/33.jpg)
Ireland Interactive Banner
![Page 34: Hotel Pattee Ian Todd, Tom Graeve, Jordan Wilson, Kristen Gerhardt.](https://reader035.fdocuments.net/reader035/viewer/2022062409/5697bfec1a28abf838cb89ce/html5/thumbnails/34.jpg)
![Page 35: Hotel Pattee Ian Todd, Tom Graeve, Jordan Wilson, Kristen Gerhardt.](https://reader035.fdocuments.net/reader035/viewer/2022062409/5697bfec1a28abf838cb89ce/html5/thumbnails/35.jpg)
![Page 36: Hotel Pattee Ian Todd, Tom Graeve, Jordan Wilson, Kristen Gerhardt.](https://reader035.fdocuments.net/reader035/viewer/2022062409/5697bfec1a28abf838cb89ce/html5/thumbnails/36.jpg)
![Page 37: Hotel Pattee Ian Todd, Tom Graeve, Jordan Wilson, Kristen Gerhardt.](https://reader035.fdocuments.net/reader035/viewer/2022062409/5697bfec1a28abf838cb89ce/html5/thumbnails/37.jpg)
Africa Interactive Banner
![Page 38: Hotel Pattee Ian Todd, Tom Graeve, Jordan Wilson, Kristen Gerhardt.](https://reader035.fdocuments.net/reader035/viewer/2022062409/5697bfec1a28abf838cb89ce/html5/thumbnails/38.jpg)
![Page 39: Hotel Pattee Ian Todd, Tom Graeve, Jordan Wilson, Kristen Gerhardt.](https://reader035.fdocuments.net/reader035/viewer/2022062409/5697bfec1a28abf838cb89ce/html5/thumbnails/39.jpg)
![Page 40: Hotel Pattee Ian Todd, Tom Graeve, Jordan Wilson, Kristen Gerhardt.](https://reader035.fdocuments.net/reader035/viewer/2022062409/5697bfec1a28abf838cb89ce/html5/thumbnails/40.jpg)
Summary