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Brought to you by:. Homewood Suites. Evaluate strengths and weaknesses Create awareness of Homewood Suites Determine strategies and tactics to do so. Situational Analysis. Strengths Extended-stay hotel Different types of rooms Facilities for everyone Sustainable

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  1. Brought to you by:

  2. Homewood Suites • Evaluate strengths and weaknesses • Create awareness of Homewood Suites • Determine strategies and tactics to do so

  3. Situational Analysis • Strengths • Extended-stay hotel • Different types of rooms • Facilities for everyone • Sustainable • Location: Close to airport

  4. Situational Analysis • Weaknesses • Lack of awareness in Ithaca community • Location: far from the center of town • Number of suite rooms

  5. Situational Analysis • Opportunities • Promote extended-stay concept • Promote in Ithaca area • Guests that universities bring in

  6. Situational Analysis • Challenges • Competing hotels in the area • Creating awareness

  7. Introduction to Plan • Increase awareness of Homewood Suites by Hilton in Ithaca, New York • Homewood Suites in Ithaca opened in May of 2007--is not as well known as other hotels in the area

  8. Objectives • To enlighten potential guests about the amenities the hotel has to offer • Inform Ithaca College and Cornell University of the special rates they are offered • Inform the Ithaca Community of Homewood Suites • Increase awareness of extended-stay concept and what an extended-stay hotel has to offer

  9. Target Audiences • Primary target audiences • Ithaca College and Cornell University staff • Residents of Ithaca and Tompkins County • Visitors to the area

  10. Target Audiences • Secondary target audiences • Parents of Ithaca College and Cornell University students • Veterinarians and visitors of the Cornell Veterinary School

  11. Media Outlets • Ithaca, NY • Print • Out-of-home • Binghamton, NY • Television • Syracuse, NY • Radio • Television

  12. Strategies • Create a slogan • Create awareness of Homewood Suites in and around Ithaca • Build awareness of Homewood Suites at Ithaca College and Cornell University

  13. Tactics • “If you can’t be at home, be at Homewood.” • Billboard • Informational posters • Be present at local events

  14. Measurement and Evaluation • Call tracking • Website traffic • Checkout survey • Boost in business

  15. Timetable January 2009 - March 2009 • Partially sponsor and advertise in the 2009 Ithaca city calendar for the whole year • Post billboard advertisement; rent space for two months • Begin radio advertisements—run two advertisements on each of the three stations

  16. Timetable January 2009 - March 2009 • Send brochures to administrative assistants at Ithaca College and Cornell University • Put posters up in the faculty buildings at Ithaca College and Cornell University • Send press releases to all local news stations and newspapers to inform them of the reception that will be hosted during the Great Downtown Ithaca Chili Cook-off and WinterFest

  17. Timetable January 2009 - March 2009 • Have a stand at the Great Downtown Ithaca Chili Cook-off and WinterFest • During the festival there will be a reception at Homewood Suites with free chili, a free tour, and free t-shirts—a free night stay will be raffled off at this reception • Advertise during the Cornell hockey games

  18. Timetable April 2009 - June 2009 • Continue radio advertisements--run one advertisement on each of the three stations

  19. Timetable July 2009 - September 2009 • Send brochures to administrative assistants at Ithaca College and Cornell University • Update posters in the faculty buildings at Ithaca College and Cornell University

  20. Timetable October 2009 - December 2009 • Send press releases to all local news stations and newspapers to inform them of the reception that will be hosted during the Apple Harvest Festival • Have a stand at the Apple Harvest Festival • During the festival there will be a reception at Homewood Suites with free apple cider, apple pie, apples, a free tour, bobbing for apples, and free t-shirts—a free night stay will be raffled off at this reception

  21. Timetable October 2009 - December 2009 • End radio advertisements—run two advertisements on each of the three stations • Send press releases to all local news stations and newspapers to inform them of the reception that will be hosted during the Downtown Ithaca’s Holiday Parade of Ice

  22. Timetable October 2009 - December 2009 • Have a stand at the Downtown Ithaca’s Holiday Parade of Ice • During the festival there will be a reception at Homewood Suites with free drinks and desserts, gingerbread house contest, cookie decorating, free tour of the hotel, and free t-shirts—a free night stay will be raffled off at this reception

  23. Budget • Printing (Posters, inserts, etc.) $ 200.00 • T-shirts 3,000.00 • Adverting (Billboard, radio, etc.) 5,350.00 • Festival stands 15,000.00 Total 23,550.00

  24. Poster for Faculty Buildings

  25. Billboard

  26. Summary • Increase awareness in the Ithaca community and at Ithaca College and Cornell University • “If you can’t be at home, be at Homewood Suites.”

  27. Thank you for considering our proposal. If you have any questions we would be happy to answer them at this time.

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