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TOWNEPLACE SUITES 2012 MARKETING PLAN 12/5/11

TOWNEPLACE SUITES 2012 MARKETING PLAN 12/5/11. 2012 TOWNEPLACE SUITES.

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TOWNEPLACE SUITES 2012 MARKETING PLAN 12/5/11

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  1. TOWNEPLACE SUITES 2012 MARKETING PLAN 12/5/11

  2. 2012 TOWNEPLACE SUITES • Facing Intense Competitive Pressure: IHG & Hilton have much stronger moderate-tier presence and preference than MI. Fewer MI moderate tier hotels combined with strong Hampton performance have caused the MI portfolio to lose preference to Hilton. • New product and great value: TPS has 97% of its lobbies renovated and over 50% of hotels are new (Gen3). OVERVIEW POSITIONING Real Living – For the do-it-yourself (DIY) guest who travels for long visits and wants to maintain a productive rhythm, TPS is the extended-stay hotel that delivers the best Real Living experience because it is the only brand that provides thoughtful spaces for working and living and helps guests settle in by acclimating them to the local area. NORTH AMERICA CORE MESSAGE “live like you” TARGET “The do-it yourselfer (DIY)” – Frequent business travelers (FBTs) who are self sufficient and value conscious. These FBTs are long stay guests who value a simple, basic, no frills experience. They want to: settle in, have a routine & connect to the local area. DISTRIBUTION North America: 190+ North America: $1.59M (approximate) BUDGET

  3. 2012 TOWNEPLACE SUITES KEY DRIVERS • Low brand awareness: Brand awareness with consumers is almost nonexistent. IHG & Hilton portfolios have larger moderate tier brands and more mid-tier customers in their loyalty programs driving awareness and trail to their extended stay mid-tier products. • Challenging competitive environment: TPS competes with both purpose-built extended stay and traditional moderate tier brands that are significantly larger and have greater awareness, marketing spend and infrastructure support (Hampton, HIX). • Further Strengthening product: TPS has 97% of its lobbies renovated and over 50% of hotels are new (Gen 3). Plans to conduct a prune or lift strategy will result in 100% on-strategy hotels by 2013 providing even greater consistency in the consumer experience. CORE MESSAGE • “Live Like You” • Key Proof Points: • Spacious Suites– Provide distinctive living, working and sleeping areas. • Full Kitchens- Support daily routines. • Value- Offer complimentary breakfast and lower rates for longer stays. • TowneMap – Helps guest connect to the local area. NORTH AMERICA TARGET • Primary:“The do-it yourselfer (DIY)” – Frequent business travelers (FBTs) who are self sufficient and value conscious. They are long stay guests who value a simple, basic, no frills experience. • Demographics • 78% male • 73% married • 43years old is mean age • $127k mean HH income • 73% college+ educated • 89% Caucasian • 63% are Suburbanites Secondary Target:PT: Selective Driving Boomer Couples (Even mix of males and females, ages 50-64, married, no children in the household. High income, well educated.) • Psychographics • Self-sufficient and in control. Prefer simple, basic, no frills experience. • Want more casual and less wasteful place to live and work comfortably. • Highly work focused, but want to relax and enjoy the local area when time allows. • Not looking for a hotel to provide services attainable in the community. KEY COMPETITORS Candlewood: Candlewood has 2x TPS’ awareness. It’s pipeline is 3x that of TPS. Hampton: maintains strong, consistent performance despite their size (1800+ hotels, 1000+ owners). Home2Suites (Hilton): New brand poses a threat due to its attachment to Hampton. HIX: IHG re-branding efforts of HI/HIX make HIX an even bigger threat to TPS.

  4. 2012 TOWNEPLACE SUITES STRATEGIES METRICS OBJECTIVES • Achieve lifts in awareness and consideration based on value-add studies provided by media partners. • Look to brand attribution in MR as a leading indicator of awareness • Achieve revenue goals. • Generate media impressions. • Achieve set program goals. • Achieve revenue goals. • Consider continuing online advertising campaign based on 2011 results. • Identify high opportunity BT extended stay customer segments (work with Brand, Sales, PR & Research to identify—reconsider govt/defense target, perhaps more rate driven than a true DIY target). Determine low cost, high impact ways to market to sub-segment targets, including partnerships and highly targeted media vehicles. • Continue and expand cross-extended stay marketing efforts. • Leverage paid search, contextual search. Explore increasing mobile search support and driving in-bound international traffic. • Continue to leverage CFRST small business marketing efforts. • Develop marketing efforts that tap into the brand’s emphasis on building connections to the local area through Real Giving. • Leverage paid search, contextual search. • Continue to leverage CFRST leisure segment marketing efforts. Drive awareness, consideration and bookings among extended stay BT target. Drive consideration among profitable personal travel targets. NORTH AMERICA

  5. 2012 TOWNEPLACE SUITES CHANNEL/ ACCOUNTABILITY PROGRAM/ACTIVITY METRICS Ecommerce • Mobile • M.com • Performance Display • Paid Search Public Relations Promotions Partnerships Segment Marketing Social Media • Mobile – create consumer validated mobile experiences and advertising campaigns to differentiate TPS within the larger portfolio mobile initiative. Test performance mobile display. • M.com – Revisit engagement metric and ensure TPS.com has all appropriate tagging required for analytics, internal and external. Revise TPS site as needed based on performance. • Performance Display -- Test targeted online acquisition campaigns focused on in-market travelers; leverage site-wide retargeting campaigns • Paid Search – Drive B/T and L/T bookings. Expand mobile PPC presence. Activate/test new paid opportunities, where possible. • Develop a strategic PR program to drive awareness and consideration. • Develop a trade PR program to support unit growth strategy. • Leverage promotional opportunities with Amex OPEN. • Develop extended-stay cross brand promotions. • Leverage cross-brand partnerships. (Small Business, Weddings, and Amateur Sports) • Leverage segment marketing efforts. (Diversity, Leisure, and Amateur Sports) • Develop a social media plan to drive awareness and encourage viral marketing. • Mobile – bookings/revenue and engagement • HWS – brand standard compliance and utilization of promotional messaging • M.com - site bookings/revenue and engagement • Paid Search – bookings/revenue • Media impressions/unique visitors per month (UMVs) • Bookings/Incremental revenue • Access to potential new guests • Lift in awareness/ consideration • Bookings/Incremental revenue • Access to potential new guests • Lift in awareness/ consideration • Customer engagement. NORTH AMERICA

  6. 2012 TOWNEPLACE SUITES CHANNEL/ ACCOUNTABILITY PROGRAM/ACTIVITY METRICS Field Marketing/ Sales Support Digital Media Extended Stay Marriott Rewards • Ensure BrandWorks contains all tools needed for on- and above-property sales & marketing efforts. • Refresh select brand voice items to reflect the brand’s fun energy. • Develop library of appropriate images and headlines in BrandWorks to support property—level solicitation of in-bound international traffic, leverage analysis by eCommerce to select key target countries. Provide in-language versions. • Develop materials to support property level solicitation of 2-3 identified high opportunity BT segments (beyond those covered at the national level). • Conduct research to ensure “live like you” messaging and current creative is continuing to resonate with FBT extended stay target. Work with research to determine cost efficient methods for testing. • Once high opportunity BT extended stay customer segments are identified, leverage highly targeted online media. • Leverage portfolio power of four MI extended stay brands and extended stay sales team to capture extended stay business via a focused cross-brand marketing strategy • Develop programs and communications that tap into Marriott Rewards customers for moderate-tier extended stay and personal travel stays. • Brandworks utilization • Achieve lifts in awareness and consideration in studies negotiated as value adds by media partners (e.g. VIZU). • Lift in awareness/consideration • Bookings/incremental revenue • Engagement • Lift in awareness/consideration • Bookings/incremental revenue NORTH AMERICA

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