Enclave Final Book

Integrated Marketing Communications Plan
Alexandra Belvis, Lauren Calabrese,
Kelly Carmody, & Jen Johnsen

Table of Contents
Executive Summary 3
Brand Overview 4
Industry Analysis 13
Market Analysis 18
Competitive Evaluation 23
Brand Analysis 31
Key Problems & Opportunities 38
Target Market 41
Psychographics 44
Lifestyle & Attitudes 46
Secondary Target Market 50
Media Usage 53
Objectives & Strategies 58
Branding & The Big Idea 62
Tactics 66
Plan Integration 94
Media Strategies & Plan 97
Budget 122
Measurement 124
Plan Rationale 126
Future Recommendations 128
Appendix 131
Resources 141
2

As an independent, boutique hotel with unique access to the water and water sport activities, Waterstone Resort and
Marina has an opportunity to carve out a niche position amongst the hotels in Boca Raton and South Florida. Further,
Waterstone can leverage its big brand affiliations with a boutique feel to deliver value and create loyalty. While the
hospitality industry is growing, travelers are now expecting more out of hotels. They are especially desiring an
experience like they have never had before, and currently Waterstone is not properly communicating its amenities to its
fullest potential. .
This integrated marketing communications plan will change brand perception by leveraging the marina and water sports
to showcase Waterstone as a fun, active, and memorable experience. The plan will target 30-50 year-old busy, tech
savvy, active travelers. While they want to escape from their demanding lifestyle, they are also interested in
reconnecting with their loved ones while exploring exciting outdoor activities. Thus, the plan will communicate that
guests can “reconnect and revel on the water.”
This campaign will run from July to December. Travelers will recognize Waterstone for its unique, fun water sport
activities that aid in reconnecting and reveling with their loved ones. This will be done through the usage of content
marketing, partnerships, a public relations kick-off, a contest, landing pages, email marketing, YouTube, consumer and
business packages, and blogger outreach. Each initiative will be funneled through social media with a focus on creating
conversations and engagement between travelers and the brand. In leveraging social media and digital marketing, ,
these travelers will understand how Waterstone differentiates itself from its competitors on media they already visit
constantly. Measurement will be related to social engagement, website traffic, and ultimately rooms booked by new and
returning travelers.
Executive Summary
3

Rating
As a newly renovated and branded hotel,the Watestone Resort& Marina
has an AAA 4 star rating and recently achieved the AAA 4 Diamond
Rating (aaa.com).
Trip Advisor (tripadvisor.com)
4.5 star rating
Waterstone is #3 out of 26 hotels in Boca Raton
"Certificate of Excellence“ recipient
Amenities
The 11-story hotel has 139 rooms with private balconies.
11 suites
All rooms have a private balcony overlooking either the Intracoastal
Waterway or the Atlantic Ocean.
The mostcited reason for return guests as cited on Trip Advisor is the
view of the water.
Design – Draws Guests to the Water
The water greatly influences the sites and sounds throughoutthe
entire hotel property.
The design inspiration came from the blend of "grand,opulentBoca
Raton style" and "breezy, sophisticated coastal design to create an
artistic water escape"(spirehotels.com).
The lobby is calm,but inviting through the use of light,neutralcolors,
and classyoceanic decor.
The internal decor reflects two completelydifferentelements and how
they complementeach other;this is done through showing textural and
color differences in the hotel hallways and in each room’s decorations
(Morrison,2015).
o Travelershave indicated that they prefer contemporary
décor over standardized accommodations (Mangla, 2015).
Brand Overview & Analysis
“Where Boca comes ashore.”
As Boca Raton’s newest, luxury
boutique hotel, Waterstone Resort
& Marina offers the perfect balance
of stylish hospitality and casual
comfort.
5

Unique FeaturesUnique Features: View of the Water
PenthouseBallroom
Special events and weddings can be
held in the penthouse ballroom, which
has a panoramic view of the Atlantic
Ocean and Intracoastal Waterway.
View of the Water
Each guest room has a private balcony
with a view of either the Intracoastal
waterway or the Atlantic Ocean.
6

Unique Features
Guests can order room service or make other requests from their
mobile, tablet device, or desktop (w aterstoneboca.com;
aliceapp.com/w aterstone).
Younger travelers may wish to make requests and give feedback
digitally rather than in-person. It is also considered to be a convenience.
Ask Alice App
Trend: More hotels are creating their own apps on which
guests can better communicate their needs to the hotel
digitally (Rauch, 2014).
Pet Friendly
Waterstone is pet friendly, allowing dogs up to 25lbs (w aterstoneboca.com).
Pet friendly hotels are important for transient guests so that they don’t
have to make other arrangements for their pets while they are away.
Trend: Guests are traveling more with their pets and are
preferring pet-friendly hotels with unique pet services
during their stay (Shields, 2015).
7

Boca Landing
City’s only public waterfront/”on-the-water” restaurant,
offering seafood-driven small plate menus, paired with
boutique wines from around the world.
The chef uses local Florida ingredients
Waterstone Bar & Grill
Latin tropical-inspired menus
Visitors can pre-order food to-go and is
open for breakfast, lunch, and dinner
(waterstoneboca.com)
Waterfront Dining“Come-a-shore”
OpenTable Diners’Choice2015 winner
Many past guests rave about the enjoyable
experiences they have in the restaurants on
TripAdvisor. With the increase of “culinary
tourism”, more guests are wanting to experience
the culture through food (“2015 Hospitality
Trends,” 2015).
Waterstone can capitalize on this trend through
its unique food offerings as well as unique
outdoor atmosphere.
8

Wave Runners Stand-up
Paddleboards
Ocean &
Intracoastal
Tours
Boat Rentals Scuba Diving
Brand Overview
Water Sports
9

ParentCompany:Hilton Worldwide
Hilton
Hilton is considered “the most recognized name in the industry” (hilton.com).
Hilton is known to be stylish and a global leader in hospitality; they strive to
have “smart design, innovative restaurant concepts, authentic hospitality and
commitment to the global community”.
The brand has more than 540 hotels and resorts in 78 countries on 6
continents.
Hilton's tagline "Our Stage. Your Story." portrays their goal to help create
memorable life experiences anywhere in the world.
HHonors
The HHonors program is a well-known rewards initiative that has 4 membership levels.
Each hotel has unique benefits for Silver, Gold and Diamond members such as: extra bonus points per stay, choice of
snacks/water, and complimentary access to fitness centers and health clubs (hhonors3.hilton.com).
There is an HHonors app, which allows users to digitally check-in and make a variety of purchases all on the mobile
device.
HHonors want guests to experience a unique "sense of adventure" by offering one-of-a-kind experiences all over the world.
HHonors wants members to have fun, exciting out-of-home experiences by using points on activities besides hotel stays
(hhonors3.hilton.com).
Consumers have a favorable perception of Hilton and its honors program. This can be an opportunity for
Waterstone to gain awareness and attract more guests.
10

DoubleTreeBy Hilton
The DoubleTree brand strives to "Create A Rewarding
Experience" (CARE) for guests, which starts with a
warm chocolate cookie for guests when they arrive
(doubletree3.hilton.com).
There are over 410 locations in 35 countries on 6
continents.
This collection by Hilton is one of the fastest growing
hotel brands in the upscale, full-service hotel category
(new s.doubletree.com).
Through its dedication to quality service, DoubleTree
keeps guests’ needs first, which is exemplified in their
tagline "Where the little things mean everything."
This can be an opportunity for Waterstone to
display their customer service and show that
guests will have a personalized experience.
The brand believes that the "little things" matter
and so whether the stay is for business or pleasure,
DoubleTree strives to "bring each guest the special
comforts and acts of kindness” that make them feel
at home while they are away (news.doubletree.com).
Waterstone Resort& Marina is a DoubleTree-flagged property.
11

Spire Hospitality
Spire owns, operates,manages, and develops
over 100 hotel and resort properties and has
"earned a reputation for exceptional
performance" (spirehotels.com), one of which is the
Waterstone Resort& Marina.
Spire is well suited to manage properties
through phases such as; due
diligence/underwriting/acquisition,branding and
rebranding, designand construction, positioning
or repositioning,all aspects of day-to-day
operations (spirehotels.com).
In 2012,AWHPartners, LLC bought Boca
Raton Bridge hotel and it was reopened as
Waterstone in 2014 ("AWH Partners", 2014).
With respectto independenthotels (Waterstone
Resort& Marina), Spire believes that success
dependson the "developmentand
implementationof a distinctive strategy specific
to each property" (spirehotels.com).
Waterstone Resort& Marina is owned and operatedby Spire Hospitality.
12

Hospitality & Boutique Hotels
Industry Overview & Analysis

Waterstone Resort & Marina belongs to the hospitality
industry, which is expected to grow 5% from 2015-2019
(2015, June 27).
The bulk of the hospitality industry consists of ‘big box’
brands such as Intercontinental, Hilton, Marriott,
Wyndham, and Starwood hotels. Now, big brands are
adding boutique brands to their portfolios in an effort to
add some depth by including properties that are unique
with respect to size and amenities.
Growth
Boutique hotels have been achieving higher revenue per
available rooms compared to legacy brands, lifestyle
hotels, and soft-brands (Ricca, 2015). This is largely a result
of the unique service offerings and amenities available at
boutique hotels that some consumers seek out and will
pay a premium for.
Waterstone can harness the increased interest in
boutique hotels to gain awareness as well as leverage to
differentiate itself from the hotels in its competitive set.
US $48 billion
in revenue
Hospitality Industry
Boutique Hotels
What it means for Waterstone
14

$163 billion
in sales
4,926,543
guestrooms
$68.64
revenue
per room
available
62.2%
average
occupancy
rate
WHAT IT ALL
MEANS
52,887
properties
Hospitality Industry
In a crowded hotel category, especially in South Florida, Waterstone will
need to carve out a niche or unique identifier to stand out among its
competitors and deliver meaning and a unique experience to its guests.
(Shifflet & Associates, 2014)15

16
Decision Criteria
Travelers weigh room
rates and reviews to
compare hotels before
making a booking decision.
Factors
.
Influence
Consumers are not as
influenced by traditional
marketing anymore -
they’re seeking the advice
of their peers and past
guests to make their
decisions.
What Consumers Consider& How They Considerit
When consumers are using
online travel agencies or
third party booking sites,
they expect hotels and
accommodations to be
relevantlyranked based
on their search terms or
criteria.
Among factors that consumers
consider when choosing hotel
accommodations are price, brand
reputation, room quality, and
location (Timmerman & Yu, 2014).
Search Expectations
Waterstone has to communicate unique and meaningful benefits to
differentiate their product/service offering beyond price to get any traction
with consumers to obtain a place in their consideration set.
WHAT IT MEANS FOR
WATERSTONE
16

Travelersdesire a more stylish hotel
While the hotel industry originally consisted of “big box brands”
(e.g. Hilton, Wyndham), these brands have recently added
boutique-style hotels to their portfolio in an effort to add some
depth, moving away from the cookie-cutter layout.
Travelersare alwaysconnected online
Traveling consumers still want to be connected
– even while on vacation; “consumers bring an
average of three mobile devices when traveling”
(Satchell, 2015). They like to stay connected
specifically to social media.
Mobile booking is the new norm
Recently, there has been a noticeable
increase in last-minute bookings especially
via mobile. “80% of mobile bookings are for
hotel stays” (Shields, 2015).
Trends
Experiential travel ismore popular
Consumers are traveling to experience new
places and cultures; they’re looking for
accommodations that are not seen in “typical”
hotels (Blotter, 2014).
Bleisure travel is increasing
Many consumers are extending their business
trips into leisure stays in what the industry has
termed “bleisure”, which helps to fulfill their
desire to see the world and gain cultural
experiences (2014, October).
17
Key Takeaway
Waterstone needs to ensure a seamless booking process as
well as communicate the unique experiences available at the
hotel and its décor to stay on top of current industry trends.

19
Florida
• Travelers, especiallythose that face harsh
winters are drawn to the warm weather.
• 97.3 million people visited Florida last year
(Thalji, 2015).
• 1,000 people move to Florida each day
(stateofflorida.com).
• Floridians took a record 20.2 million trips
within Florida in 2014 (Thalji, 2015).
• There are over 370,000hotel rooms in
Florida and it is consideredto be one of the
top travel destinations in the world
(stateofflorida.com).
• There is a lot of state-to-state migration
betweenFlorida and New York (Eichorn, 2014).
Market Analysis: Florida
Boca Raton
• Over 1 million live in Palm Beach County
and over 89 thousand people live in Boca
Raton (census.gov; stateoffolida.com).
• Boca Raton is wealthy: the median
household income is $70,699(census.gov).
• 53% of Boca’s population is dual-income-
no-kids (Eichorn, 2014).
• Boca Raton has 3 out of the 10 most
expensive gated communities in the entire
country (White, 2014).
• South Florida has the reputation of being a
top LGBT-friendlylocation (Rosenbloom, 2014).
WHAT IT MEANS FOR
WATERSTONE
Waterstone has the opportunity to harness increased interest in leisure travel
and boutique hotels with respect to in-state and out-of-state travelers to better
position themselves within its competitive set and gain a place in consumers’
consideration sets.19

20
Millennials (ages 18-34)
This group represents 32% of all US travelers and by
2025 it is expected to increase to over 50% (Rauch, 2014).
Generation X (ages 35-50)
During domestic trips, this group tends to stay with family
more than any other age demographic, most likely
because they are visiting their parents (“Infographic,” 2015).
Baby Boomers (ages 51-70)
This group is living longer and they’re redefining
retirement. They are looking to travel and it’s becoming a
part of their retirement (McGuire, 2015; “2015 Hospitality Trends,” 2015).
What it Means for Waterstone
Based on these trends, Waterstone needs to
leverage its amenities to illustrate a more unique,
customized travel experience.
Market Analysis: Societal & Demographic Trends
20
Trendy Style
“High style is important combined with modern trendy, yet
traditional values” and young, savvy travelers especially are
valuing style over standardization (Gulickz, 2014; Mangla, 2015).
Healthy, Active, Balanced Lifestyle
Consumers who take vacations are less likely to have heart
conditions and tend to have a more positive outlook on life;
consumers are more motivated to stay healthy and value
healthier food options and the ability to exercise even while
traveling (McGuire, 2015; Slif f erlin, 2013).
There is also a new demand for work-life balance and that
services be focused around the wellness value proposition
(Singh, 2014).
Economic Impact
Some are still recuperating after having lost their jobs
during the Great Recession and may not be as willing to
spend on leisure travel. Consumers that were not as
affected by the market downturn, may still be traveling but
not at the same level as before the recession. Disposable
income tends to correlate with leisure travel expenditures.
Growing LGBT Market
Many big brands are changing their communications
efforts to speak directly to the LGBT community to show
that they are LGBT-friendly.

21
Personal Finances
The Great Recession caused many
consumers to lose their jobs as well
as a lot of their retirement savings. As
a result, older workers are staying in
the workforce longer and may not
wish to spend money on travel and
tourism (2015, July 27).
What it Means
for Waterstone
In order to create a favorable
experience for guests, Waterstone
must remember what they value when
they travel.
Market Analysis: Value Shifts
21
Political/Global Issues
Political unrest and safety in a specific
location can determine whether people
travel; right now travelers may feel
unsafe going oversees to countries that
have had occurrences of terrorism(e.g.
France) (Mcguire, 2015).
Cultural Experience
Besides healthy options, travelers are
motivated by cultural food options
and whether those options are close
to their hotel (“2015 Hospitality Trends,” 2015).
Religious Considerations
Consumers’ perception of trust and
faith can influence saving and spending
activities as well as their willingness to
spend on travel and tourism.
Health and Fitness
Travelers are now motivated to stay
healthy and value healthier food
options and spaces to exercise
(McGuire, 2015).

22
1 billion
travel pins on
Pinterest
71%
of travel searches
on YouTube are for
destination names.
#travel
has 19 million posts
on Instagram.
40% of travelers
are influenced by
travel photos on
social media sites
Market Analysis
Demographic/SocietalTrends:Social Media
70% of travelers
update their
Facebook page
while on vacation.
WHAT IT MEANS FOR
WATERSTONE
Consumers are influenced by social media before, during, and
after their travels. After their vacation, many travelers influence
others with their reviews and posts. Waterstone should seek to
provide shareable content and a positive experience to influence
potential and past guests.
(Leonardo, 2015)

Waterstone
Resort &
Marina
Seagate
Hotel &
Spa
Boca Raton
Resort
Wyndham
Amenities
Hotel Rating 3 4.5 4.5 3.5
Rooms 139 154 1,041 184
Rates $189-389 $134-179 ~$420 $85-125
Dining
Number 2 4 1 2
Quality
1 upscale & 1
casual
1 upscale & 1
casual
7 upscale luxury
and 3 smart casual
2 casual
Highlighted
Activities
Beach, water
sports, pool,
town center,
shopping, etc.
Paddleboards,
kayaks, wave
runners, boat
rentals, scuba
diving, fishing trips
Beach, water
sport rentals,
golf, tennis, spa
Fitness center, golf course,
tennis court, pool, spa,
beach access, surfing,
boating
Heated outdoor saltw ater
pool, secluded garden
setting w ith fountain, hot
tub, pool side bar
TripAdvisor
Review
Rating
(% of reviews
very good &
excellent)
84% 81% 94% 70%
Source: TripAdvisor
Competitive Analysis
24

“A timeless luxury resort with
high-end amenities that offers
exclusivity and personal
experiences unlike any other
resorts in the area.”
Positioning
Boca Raton Resort &
Club is more of an
exclusive, old-money
resort; amenities and
restaurant access is for
guests only.
What’s Different?
Boca Raton Resort’s market has greater
purchasing power than Waterstone:
Their target is mainly wealthy couples,
families, and business travelers.
The restaurants are very high-class and
portray cultured and exotic palettes.
TargetMarket
The Boca Raton Resort and Club
opened in 1988 and has 1,038 rooms
with private balconies.
Reviews on TripAdvisor include:
Exceptional staff
Top-of- the-line amenities
Luxury
Great service
Great location
The Details
Boca Raton Resort& Club – Boca Raton, FL
25
The Waldorf Astoria brand (also
owned by Hilton) is “the luxury brand
that offers a unique service experience
and the world’s landmark hotels
(w aldorfastoria3.hilton.com/en/index.html).
● The hotel recognizes the
HHonors program.

42,485
2,010
5,217
Facebook
Twitter
Instagram
Social Media Presence
Klout Score: 51
Fresh traditional décor with the use of browns,
blues, and gold.
Rooms are crisp and clean without a lot of
decorative elements.
The lobby has a very exotic look with some
Spanish and Mediterranean influence.
All images of the hotel are positioned around
their beachfront access; most images include
the beach in the background.
The pool area looks very calm and secluded.
Design
Boca Raton Resort – Boca Raton, FL
26
Social Media Footprint
Positives:
The hotel has a large following
on Facebook as a result of user
generated content that creates
awareness, engagement, and
loyalty.
Pictures are high-quality,
displaying unique aspects of the
hotel.
The hotel leverages a Twitter
chat to build brand awareness.
Negatives:
• Facebook is their only strong
platform.
• Instagram posts could be slightly
different than other platforms.
• Stronger hashtags could be used
besides #BocaResort
#BocaRaton
Online Presence
The hotel has 2 sites which give
similar information, one is
connected with the Waldorf
Astoria.
They have a large number of
reviews on sites such as
TripAdvisor, Expedia, Hotel.com,
Orbitz. Most of the reviews give
this resort full star ratings.
Compared to online searches
their hotel does not rank as high
as its competitors.
What it means for Waterstone:
Waterstone can enhance its relevance
through content generation that
strategically uses themes and hashtags
the intended target market uses on
platforms that they frequent.

“Experience the luxury of a
resort with the intimacy of a
retreat, where island ease
meets urban chic, and the
ocean soothes you as the city
stirs you.”
(theseagatehotel.com/about-the-seagate/)
Positioning
Seagate Hotel & Spa is
more exclusive and right
on the beach, offering a
private beach club and
country club.
What’s Different?
Wealthy, stylish upper-class
who can afford higher-priced
amenities.
These individuals are
looking for a high-class
weekend getaway.
TargetMarket
Opened: 2009
Rooms: 154
Trip Advisor Reviews:
Good weekend getaway
Nice rooms and amenities
Great management and staff
Great location close to ocean,
Intracoastal, restaurants, and shops
The Details
Seagate Hotel & Spa – Delray Beach, FL
27
The Seagate Hotel & Spa is
Waterstone’s most direct competitor
in terms of product characteristics,
pricing, range of services offered, and
target markets served.

4,689
1,901
996
Facebook
Twitter
Instagram
Klout Score: 58
The décor is sophisticated and elegant, with
various shades of brown and tan. The lobby is
very warm, with some hints of blue and sea-
inspired design elements.
The rooms are open and welcoming, helping
guests to feel at home.
The pool areas looks very calm and relaxing.
The overall layout is very grand and luxurious.
Design
Seagate Hotel & Spa – Delray Beach, FL
28
Positives:
Portray themselves as a reliable
source of information through
sharing relevant content on
Facebook and Twitter.
Pictures are of good quality and
portray interesting concepts
about the hotel.
Good use of relevant hashtags
on Facebook and Twitter
(#DelrayBeach, #Seagating,
#LoveFL).
Negatives:
Engagement is low.
Posting is not consistent across
all networks.
Instagram has a lot of push
messages.
Online Presence
The hotel’s website is very
extensive and detailed, with
separate pages for the associated
beach club, country club, and
yacht club (set to open this year).
They have a blog, but it is not
updated.
The hotel has many reviews on
TripAdvisor, and is also seen on
other relevant sites such as
Hotels.com and Expedia.
The hotel utilizes PPC advertising.
Waterstone can position itself to be
more accessible and engaging than
the Seagate Hotel & Spa with a
consistent social media strategy and
clear positioning.

“A boutique-style retreat on Florida’s
stunning Gold Coast that offers
guests an abundance of health and
wellness amenities, a unique and
relaxing experience and attentive,
friendly staff who care about the
health and well-being of each and
every guest”.
(w yndham.com/hotels/florida/boca-
raton/w yndham-boca-raton)
Positioning
The Wyndham Boca Raton is
focused on healthy lifestyles.
The Farmer’s Table
Restaurant offers all organic
options, and they have an in-
house Yoga Journey Studio
targeting health-conscious
travelers.
What’s Different?
Their target is more broad compared
to Waterstone:
Wyndham targets families, budget-
conscious guests, couples, and
Floridians.
TargetMarket
The Wyndham Hotel and Resort in Boca
Raton opened in 2009 and has 184 rooms with
private balconies.
• It receives a 4-star TripAdvisor Rating and
the Certificate of Excellence.
• Overall reviews on TripAdvisor include:
• Clean
• Bestvalue
• Good location
• Great service
• Good food
The Details
Wyndham BocaRaton – BocaRaton, FL
29
The Wyndham parent brand is an “upscale, full-
service brand with properties located in key
vacation and business destinations across the
world” (w yndham.com/about-us/wyndham-resorts).
• The Wyndham Rewards are very similar to
HHonors, but without membership levels;
guests earn/redeem points through hotel stays
and other purchases.

1,072
581
100
Facebook
Twitter
Instagram
Klout Score: 40
● The decor is very clean, simple, and traditional, with
neutral warm colors.
● The lobby and dining area looks somewhat bland, as
if you’re entering a standard cookie-cutter hotel.
● The rooms have a lot of blue and white - very simple
and traditional.
● Nothing makes the hotel stand out; the hotel is
tasteful, but plain.
(w yndham.com/hotels/florida/boca-raton/wyndham-boca-raton)
Design
Wyndham BocaRaton – BocaRaton, FL
30
Positives:
Facebook pictures are of good-
quality and relate to the hotel and
its services.
Hotel regularly posts on
Facebook, however, engagement
is low..
Negatives:
The Wyndham does not have an
integrated marketing
communications plan that is
leveraged across different
platforms.
Tweets are not shown natively.
Instagram was last used over 75
weeks ago.
Online Presence
The hotel’s website is linked to
the overall Wyndham website, so
there is little customization.
The hotel buys Google Ads.
Waterstone can implement a
consistent social media strategy and
online presence to better position
itself as a healthy and active
lifestyle brand to differentiate itself
from the Wyndham.

32
Current Brand Positioning
As a newly remodeled and rebranded hotel, the Waterstone Resort &
Marina is a luxury boutique hotel that prides itself on unparalleled
service and seeks to help guests experience all that Boca Raton has
to offer. The hotel’s amenities, cultural elements, and décor are
designed to draw guests to the water.
While the hotel is not on the beach, everything about the property
revolves around access to the water in a unique way – from dock and
dine restaurant options, to water sport activities, to the view from
each room. This serves as the hotel’s main differentiator within its
competitive set.
Luxury boutique hotels of this size are geared towards affluent
leisure or bleisure travelers whom are looking for a unique
experience that is different from standard big brand offerings.
Waterstone’s offerings and communications efforts are aligned with
this group of guests. However, the hotel does not clearly state its
positioning on its website or social media platforms.
Brand Analysis
Where We Are Now
32

33
Analysis
Overall, Waterstone manages its TripAdvisor page well. The hotel
should seek to continue to respond to each review. From a
positioning standpoint, Waterstone should seek to bring its unique
selling features to light in the way that describes the hotel and
what travelers can expect during their stay – focusing on the
ability to reconnect and revel on the water.
Response to Reviews
The General Manager
replies to all reviews.
However, the responses
are not as personalized as
its competitors.
Ranked # 3 of 26
hotels in Boca Raton
4.5 Star Rating
For location, sleep quality,
rooms, service, value, and
cleanliness.
Provides Offers
Ex: Summer Escape
Package
Certificate of
Excellence Recipient
2%
5%
24%
61%
8%
Terrible
Poor
Very Good
Excellent
Average
Brand Analysis
TripAdvisor
Traveler Rating
Given the trend of consumers checking rating sites such as
TripAdvisor before they book accommodations, each hotel must
maintain their reputation and seek to differentiate themselves
from their competitors beyond price.
“87% of consumers believe that TripAdvisor reviewshelp
them feel more confident in their booking decision” (2010,
June 29).
33

34
Bridge Hotel
Reincarnated as
Waterstone in Boca
Raton
Palm Beach Post
Waterstone Resort &
Marina Is a New Gem
in Boca Raton
Boca Raton Life
Waterfront Boca Raton
Hotel ReopensAfter
Multimillion Dollar
Renovation
Sun Sentinel
Brand Analysis
PR & Media Coverage
As a newly remodeled and rebranded hotel, the Waterstone Resort & Marina is in a re-introduction
phase. Since it reopened, much of Waterstone’s efforts have been to gain awareness and to
differentiate itself from its former identity.
From a communication standpoint, Waterstone has gained most of its press around the remodel and
reopening on a local level. The tone of the media coverage is educational and informative, explaining the
amenities and the hotel’s proximity to the water. We seek to strike an emotional and meaningful tone with
respect media coverage and content generation that will ultimately be more impactful in the minds of the
target market.
w heresamanda.com
34

35
436 669 692000
Tone: happy, conversational, inviting, easy going
Purpose: highlight amenities, food and beverage, and events
Offers: targeted towards locals only
Execution: ‘National’ day postings, holidays, invites to locals to restaurants for dinner and drinks
Key Takeaways: Waterstone’s social media presence consists of push messaging that focuses on a smaller portion of their core
business – its restaurants. The social media posts do not always lead back to a logical landing page for the viewer to gain more
information or to book a reservation. Posts and content need to be more meaningful and impactful, and speak to the brand’s
meaning and purpose, to really make a connection to build a relationship and drive consumers to the brand’s website.
Brand Analysis
Social Media: Klout Score = 58
35

Waterstone Resort & Marina currently
advertises in magazines for both the
restaurant and the hotel.
The ads showcase the hotel’s amenities and
décor with calls to action to visit the restaurant or
to enter for a chance to win a stay. The ads do not
differentiate the hotel or its restaurants from its
competitors.
Waterstone would benefit from placing
advertisements on digital media that
provides more reach, frequency, and
measurement.
The hotel should seek to advertise the
emotional benefit and experience of staying
at the hotel or dining at the restaurant.
Brand Analysis
Advertising
simplysassystyle.com
upscalelivingmag.com
36

Waterstone utilizes Google pay per
click to drive travelers to its site.
Descriptions include offers as a call
to action.
For weddings, Waterstone has a
profile on theknot.com which
contains reviews, venue details, and
links back to the hotel’s website.
Pet friendly – Waterstone has listed
its property on bringfido.com
highlighting the amenities and pet
policy.
Brand Analysis
Digital Advertising
palmbeachflorida.com
google.com
google.com
Waterstone places ads on local travel
sites such as palmbeachflorida.com
which includes a property profile.
The targeting of the brand’s profiles and
advertisements do not target or speak specifically to
one segment and are very generic while
Waterstone’s amenities are specific and unique.
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Groupon.com

39
02
03
04
05
01
Ineffective social media presence. All
platforms are not used to their potential.
Underleveraged HHonors program – benefits
and equity. Missing opportunity to communicate
boutique hotel with big brand benefits.
Limited budget and reach compared to big
brand competitors. Big brands can advertise for
the entire brand vs. an independent property.
Local focus. Most communications are
geared towards building up the
restaurants vs. a hotel stay.
Inconsistent branding and messaging.
Hotel does not target or speak to anyone
specifically.
Key Problems
39

40
01
02
03
04
Implement social media strategy in
conjunction with on-brand content
generation.
Highlight and communicate HHonors
program and expand it to make it unique
to Waterstone.
Reallocate the marketing and
advertising budget and efforts to target
the consumers that are most likely to be
interested and willing to spend.
Communicate clearly defined
positioning across all platforms of
communication.
Key Opportunities
40
0405
Expand the hotel’s reach, develop
credibility, and foster equity within the
minds of their guests to create a
sharable story.

42
Target Market
“Techsavvy, busy, active travelers”
42
“Tech savvy, busy, active travelers”
Between the ages of 30-50
Have professional careers
Are in varying relationship types
Are heavy internet users
They are balancing the demands of their
careers, friends, and family. They want
to get away to see new places and
create unique experiences that they can
tell their friends about.
This segment belongs to Generation X
and the upper echelon of the Millennials.
People that wait until their
thirties to get married and start a
family tend to have more
disposable income for traveling
and leisure.
Consumers in this
segment are ideal
because they are in a
phase of their life
where they are looking
to explore new cultures
and landscapes.

Typical Leisure Room Night Stay
• 2 adults (54%)
• Ages 35-54 (43%)& 55+ (32%)
• Average HHI $96,000
• Travel by auto (82%)
• Makes reservations (94%)
• Pays $123/night
– 50% stay one night
– 26% stay two nights
– 24% stay three or more nights
Shif f let & Associates, 2014
WorkLife Balance
• First generation to have a huge jump of women
in the work force, with 46%.
• Parents were work-a-holics which created a
generation that values a strong work and family
life.
• Some are reluctant to take off of work for fear of
missing something or falling too far behind.
• Crave independence
• Views everyone on the same playing field.
• When it comes to retirement half are behind on
saving, 7% haven’t started, and 11% have no
retirement plans.
Kirk, K. (2012, February 9)
Generational Differences, (n.d)
Fottell, Q. (2015)
43
Target Market

45
Psychographics
They prefer to do
what they can on
their own and don’t
trust authority.
They live to work -
desiring to achieve
as much as they
can professionally
and personally.
Individualistic
They’d rather
spend their money
on experiences
rather than
possessions.
They are flexible,
open to change,
and are accepting
of diversity.
Experience-
Oriented
They do their
research before they
make many
purchase decisions –
whether small or
large.
They are also brand
loyal and are not as
willing to try new
products as younger
generations.
Well Educated
45
(2012, November 27)

47
Marriage
The majority of Generation X are
married, while Millennials are
waiting until their 30s to get
married and have children.
Family
They are very committed to their
families and like to be as involved
as possible in their children’s
lives.
Work/Life Balance
This segment seeks an optimal
work/life balance so that they can
spend time with their family and
friends.
The Great Recession has made it
difficult to quality time as people
are concerned about keeping
their jobs and financial security.
Travel
They like to be comfortable when
they travel and value a seamless
and easy trip.
The average value of a
domestic trip is $6,200 for
Millennials and $3,700 for Gen
X, with Florida being the top
destination for Gen Xers (2015,
May 31).
The majority of trips taken by this
segment are either with friends or
family.
Values & Lifestyle
47

48
What they want
Want to experience all that a
destination has to offer.
Dining, hotspots,
entertainment, or physical
activities.
Want an authentic experience
and to feel immersed in the
destination they are visiting.
How they access
information
Most information is gathered
online through OTAs and
aggregator sites.
They value feedback on travel
sites and social media to
quality and validate their
booking choice.
“Consumers make 38 visits
to travel sites in the 45 days
leading up to making a
booking and make 16
website visits the day of the
booking” (2013, August 26).
Values & Lifestyle
Communication
Generation X has been called the
‘forgotten generation’, thus, they
appreciate brands that engage
with them.
They prefer a personalized and
relevant message.
They much prefer authentic and
hones communications on a
platform they’re comfortable with
when it’s convenient for them.48

49
Active Lifestyle
“Gen X young adults report a high level
of engagement in outdoor sports and
frequent attendance at cultural events
and sports events” (Miller, 2011).
65% reported going swimming or
scuba diving at least once in the
preceding year, and 56% reported
swimming or scuba diving three or
more times (Miller, 2011).
This indicates that Waterstone is well
positioned to provide a unique and active
vacation for this segment of consumers.
Values & Lifestyle
Social Networking &
Connectivity
Consumers in this age range have grown
up with the internet and are accustomed
to utilizing it to navigate their lives as well
as to gather and disseminate information.
This segment utilizes social networking
platforms such as Facebook and Twitter
to keep in touch with their friends.
They are reliant on their smartphones to
manage much of their lives – from their
schedule to paying their bills.
49

Economic impact of LGBT travel market: $70 billion per
year in the U.S. (Rosenblum, 2014).
Why
Community Marketing LGBT Survey
During the past 12 months, 82% of
LGBT respondents reported taking a
vacation, spending at least two nights
in a hotel.
55% spend more than four nights in
a hotel.
Nearly one third of respondents take 5
or more leisure trips a year, with 10 or
more leisure hotel room nights per
year.
(Rosenblum, 2014)
• 30% of Gen X and 23% of Millennials
booked at boutique hotels (December
2014).
• Same-sex couples averaged $120,971
in household income, which is
significantly higher than both married
opposite-sex and unmarried opposite-
sex couples whose average household
incomes were $97,289 and $65,813,
respectively (Kurtzleben, D).
Secondary Target Market
LGBT Travelers
The Stats
• South Florida is a well-known
destination for the gay community.
• This segment of consumers are a
“high-traveling and high-spending
population” (Rosenblum, 2014).
• Many of Waterstone’s big brand
competitors have implemented LGBT
initiatives in an effort to gain market
share with this segment.
• Hilton, Hyatt, and Marriott have
done a lot of outreach to the LGBT
community.
For Waterstone, this segment
serves as an opportunity to provide
a unique experience and a
meaningful emotional connection
with traditionally loyal travelers.
Community Marketing LGBT Survey
During the past 12 months, 82% of
LGBT respondents reported taking a
vacation, spending at least two nights
in a hotel.
55% spend more than four nights in
a hotel.
Nearly one third of respondents take 5
or more leisure trips a year, with 10 or
more leisure hotel room nights per
year.
(Rosenblum, 2014)
• 30% of Gen X and 23% of Millennials
booked at boutique hotels (December
2014).
51

What they want
LGBT consumers’travel preferences do not differ much
from heterosexual travelers.
The only main difference is that LGBT travelers
need to feel safe from discrimination wherever
the visit.
Often, brands signify their support on their website,
social media, and by placing stickers on their storefronts
and entrances to show acceptance.
They may or may not want to take part in gay-oriented
activities while on vacation and will actively seek them
out while others do not wish to attend gay activities.
The top three reasons LGBT consumers indicated as influencing
their destination choices were: return to a destination previously
enjoyed, to enjoy life to the fullest, and that they desire a unique
and interesting experience (December, 2014).
From a communication perspective, LGBT consumers also
prefer personalized messages from brands. According to CMI’s
LGBT Tourism & Hospitality Survey, the email titles with LGBT-
specific content had the best likelihood of being opened vs.
promotional push messages (December, 2014).
For Waterstone, this serves as an opportunity to
develop and nurture an emotional relationship with
the LGBT community to create lifetime customers.
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Secondary Target Market
LGBT Travelers

54
Television
Consumers in this segment still watch
live television. However, consumers are
finding value in DVR and other
streaming services that allow them to
watch TV when it’s convenient for them,
furthering the fragmentation of media.
Top 5 TV Shows: (2014, May 21)
1. Big Bang Theory
2. The Walking Dead
3. American Horror Story
4. NCIS
5. Game of Thrones
Radio
Although most radio is consumed in
the car, “67% of music consumers
listen to music online in a given week”
(2014 Neilsen Music Report). Many
consumers stream music while they
are at work.
Top 3 Radio Station Categories:
1. Pop Contemporary
2. Country
3. Hot Adult Contemporary
(2014 Neilsen Music Report).
Internet/Mobile
Consumers in this segment spend the most
of their media time on the internet.
Millennials and Gen X spend nearly the
same amount of time online. Millennials are
slightly more scewed towards digital media
vs. traditional media (2014, July 1).
Top 5 Websites: (“Spring2014 Media”)
1. iHeart Radio
2. Bankrate
3. LivingSocial
4. TripAdvisor
5. Travelocity
Media Usage
Primary & SecondaryMarket
54
Top media used by target: internet,
streamed media, television, and radio.
WHAT IT MEANS FOR
WATERSTONE
Given the fragmented nature of media and consumers multitasking while they
consume media, Waterstone should seek to utilize media that is highly
targetable and measureable to ensure that they reach their intended
audience with the right frequency.

Use mobile
phones to
research
travel (2014,
December).
73%
Of “digital
media time” is
spent using
smartphones
or tablets
(Rodriguez, 2015).
60 %
Have Netflix
subscriptions
and spend 93
minutes a day
consuming
content (Smith,
2015).
45%
Download or
stream video
at least once
a month (2013,
March 23).
79%
Consumers aged 30-50 are avid internet and mobile
media users and are “highly connected onthe go with
nearly 95% using mobile phones and using social
networking sites on at least a monthly basis” (2013, March).
55
Media Usage
Primary & SecondaryMarket
WHAT IT MEANS FOR
WATERSTONE
Waterstone must reach its target market with interesting
content to break through the clutter using media that they
frequent - when it’s convenient for them.

Use
YouTube
54%
Use Twitter
48 %
Download or
stream
video online
monthly
79%
Use
Facebook
81%
Picture posts are 22% of their social
media conversation.
(Loechner, 2014)
Social Media Usage
Primary & Secondary Market
Reconnect and Revel on the Water
56
(Moats, 1013)
The target market uses social media to gain
information and to stay in touch with their friends and
family. They post about their everyday lives such as
their meals, health and fitness activities, and well as
family pictures and vacation experiences. 2013)

YouTube
“74% agree that YouTube is the most
comprehensive source of online video” (2012,
May 1). It is also the most shared content on
social media.
As the second most used search engine,
YouTube has over 1 billion users with 300
hours of video being uploaded every minute
(YouTube statistics).
Many feel that “YouTube feeds their need for
real-time, comprehensive, quick dips into
media and a welcome break in the day” (2012,
May 1).
Video Media
57
WHAT IT MEANS FOR
WATERSTONE
Consumers spend a lot of time with this media because it’s
customizable and ‘on-demand’. Targeting consumers through
this platform can be done very strategically with creative
content that’s meaningful and shareable.
YouTube

Objectives
Foster brand loyalty after stay.
“Spread the news” about Waterstone’s water
sport activities.
Increase and enhancethe level of engagement
betweenthe brand and the targetmarket.
Drive sales/rate premiumswithoutdiscounts.
59

Strategies
Showcase and communicate Waterstone's water sport activities that the target audience
seeks through media they frequent and promotions they value.
Leverage social media, PR, and content marketing to provide valuable and engaging
information the target market wishes to utilize in making their booking decision.
60
Utilize partnerships to borrow brand equity from brands that have a presence and
strong brand meaning in the minds of the intended target market.
Create buzz around partnerships and the brand through a unique public relations
event and digital media to achieve awareness and engagement within the targeted
geographic regions of the North East.

Strategies
Influence the path to purchase using digital advertising that will drive the target
market to the website using channels they are devoted to and incentives that resonate
with them. We seek to leverage the target market's interest in leisure travel and
active/fitness activities to secure an extended stay.
61
Host contests that encourage shareable user generated content to foster a positive
relationship with guests and increase the brand’s reach to guests’ networks.
Incorporate initiative-specific landing pages to serve as an ultimate destination and
resource for consumers to gather information as well as to facilitate booking
accommodations.
Create and maintain direct touch points with consumers and guests to consistently
deliver the brand ‘s message, promotions, and initiatives via email as well as to foster
brand loyalty after stay.

63
Reconnectand revel
on the water
Tagline
Leverage the marina and
water sports
Providean active and
memorable experience.
Big Idea
CREATIVE
Reconnect & Revel on the Water
Reconnect and Revel on the Water
Reconnectwith loved ones
Activities they can’t do at home
Rationale
The target market is constantly balancing the demands of their careers, family, friends, and their hobbies. They
often need to get away from their everyday lives with their family or significant other to reconnect. Many like to
take active vacations where they can do things that they normally can’t at home. This is especially relevant for
those that face harsh winters or are in a central part of Florida without access to water.

“Techsavvy, busy, and active travelers” can come to Waterstone to reconnecton the water.
Convince “techsavvy, busy, and active travelers” that the Waterstone Resort& Marina can help
them feel closerto their loved ones and feed their desire for active vacations through fun water
sportactivities.
Waterstone helps guests explore their interests in sporting activities on the water.
The Waterstone Resort& Marina is a boutique hotel with big brand benefits that welcomes
guests from all walks of life.
Branding & The Big Idea
Creative Communication Strategy
Key Messages:
LGBT:Waterstone is a gay-friendly hotel where LGBT travelers will feelsafe and welcome.
64

65
Branding & The Big Idea
Creative Execution
65
The creative for this campaign will be water-inspired, with calm, cool colors and nautical influences.
Blues and grays will be used throughout the creative, public relations, and social media platforms. Messaging
will be simple and unified across all platforms with a clear call to action. An emphasis on water and providing an
outlet for those with active lifestyles will be included in each creative element and communication.
The brand’s logo, website, tagline, and applicable hashtags will be included on all creative.
The creative will reflect a modern take on design and activities to mirror the interior décor of the hotel and its
ultimate goal of drawing guests to the water.
Facebook Profile Cover Photo

Contest
LandingPages
Email Marketing
Packages
Partnership
Public Relations
YouTube Channel
BloggerOutreach
Plan Components
Reconnectand Revel on the Water
ContentMarketing
67

69
Content Marketing
Bow & Galley
What it will mean for Waterstone
The blog will help to differentiate Waterstone as a social brand
and serve as a platform for the hotel to communicate its brand
meaning and message in an interesting and shareable way.
Purpose: gain awareness,build relationships,& earn
loyalty throughcontentgeneration.
An original blog will be posted every Monday and a video blog
will be posted every Wednesday. The video blog will be
embedded in the Bow and Galley blog on the website as well as
on the hotel’s YouTube channel.
Topics
The topics for the blog are events around Boca Raton, active lifestyles, on
the water/water sports, emotional benefits of vacation, and travel related
topics. The blog will highlight guests’ stories and contest submissions and
winners for each week. The social media calendar will mirror the blog with
respect to third party content as well as posts linking back to the hotel’s
blog.
.
Duration & Support
Blog posts will be utilized for the entirety of the campaign. The blog will
be supported by social media posts and email marketing with intros and
links back to the site.
69

The Details
Waterstone will partner with GoPro in an effort to create
shareable content generated by guests and the brand that
will raise awareness and build a relationship for both
brands.
The GoPro partnership will target active travelers to
satisfy their need to share their travel experience on
social media. GoPro will be the vehicle to capture their
stay and experience.
This partnership fits Waterstone’s boutique identity in
offering a unique and personalized experience at every
touch point.
What it will mean for GoPro
GoPro will be able to achieve increased awareness and
trial amongst its core target market by putting their
products in guests’ hands.
What it will mean for Waterstone
Waterstone will leverage GoPro as a means to draw
people to the water while expanding GoPro’s user
community to an older segment. For both Waterstone and
GoPro, this partnership will encourage the creation of
user generated content while positioning Waterstone as a
social brand.
Partnership
GoPro
71
Sample Facebook Post

Execution
To facilitate this campaign, Waterstone will obtain 10
GoPro cameras that will be stationed at the Marina to
be rented out for $10 per water activity. Waterstone will
donate half of the proceeds for the GoPro rentals to
The Trevor Project, a crisis intervention and suicide
prevention organization for lesbian, gay, bisexual,
transgender, and questioning (LGBTQ) individuals
Duration & Support
This initiative will be supported by a press release,
YouTube, social media, and a GoPro landing page. The
GoPro partnership launch and #seastheday will take
place the first weekend in July. The nominated couples
or families will come to stay at Waterstone the second
weekend in July. Waterstone will record and edit all
footage to be released in subsequent press releases
and social media posts following their stay to gain
awareness to kick-off their partnership
Donations & Brand Meaning
Donating to The Trevor Project is a great way for
Waterstone to communicate that they are a gay-friendly
hotel and giving back to society in supporting suicide
prevention amongst those that identify as LGBTQ.
Partnership
GoPro
72
On-property signage

To kick off the campaign, Waterstone will provide weekend
getaway for couples that really need it. Given that many
consumers in the target market are constantly balancing the
demands of their career and family, Waterstone seeks to be
the catalyst that enables them to reconnect with their loved
ones and revel on the water.
What
Kelly Slater, who was born in Florida, is a well-known and
successful surfer and GoPro-sponsored athlete who also
raises awareness and funds for suicide prevention. In New
York, Kelly Slater will visit restaurants and will cover six
couples’ meals with the promise that they’ll give an all-
expense paid week-long Waterstone getaway to a
couple or family that really needs or deserves it. They’ll
be asked to post on social media about their experience
using #seastheday.
GoPro Integration
Their interaction with Kelly Slater and their nomination of a
family or couple will be taped using GoPros. The couples
who nominate their friends will film their nomination and
explain why they chose who they chose. The nominated
couples or families will be given GoPros to film their
journey and experience at the hotel.
Public Relations
Kick-Off
74

YouTube
Waterstone will make a YouTube video to kick off the
campaign featuring the GM who will explain the initiative
as well as Kelly Slater explaining why he’s there to help.
The introduction YouTube video will be embedded on
Waterstone’s website on the #seastheday and GoPro
landing page, and will be disseminated on social media,
press releases, and email blasts.
Duration & Support
This initiative will be supported by a press release,
YouTube, social media, and a GoPro landing page. The
GoPro partnership launch and #seastheday will take place
the first weekend in July. The nominated couples or
families will come to stay at Waterstone the second
weekend in July. Waterstone will record and edit all
footage to be released in subsequent press releases
and social media posts following their stay to gain
awareness and to kick-off their partnership.
Public Relations
Kick-Off
75
12,750456,000 1.1
million
1.5
million
Instagram post

What
The #seastheday public relations effort will be launched and
housed on the Waterstone YouTube channel. The YouTube
channel will be leveraged to provide an outlet for both the brand
and its guests to tell their story. Waterstone will be able to show
potential guests exactly what to expect during their stay at
Waterstone in an effort to differentiate it from hotels in its
competitive set.
Feel& Tone
The YouTube channel will have a fun and aspirational feel and
will help the brand to gain exposure on the second biggest
search engine and to foster a relationship with its intended
audience.
Integration
Waterstone will post videos once a week to YouTube which will
also be embedded in the blog. Waterstone will post videos about
guests’ stories about their experiences, behind the scenes at
Waterstone, promotional videos, contest winners, and guest
testimonials. Guest videos will also be housed on Waterstone’s
YouTube channel for the #revelonthewater contest.
Support
The YouTube channel will be supported by email marketing,
website, blog, social media, and public relations efforts. The
YouTube channel will be utilized for the entirety of the campaign
to achieve reach, shareability, measurability and longevity.
77
Waterstone YouTube Channel
YouTube video

How it works: a monthly Facebook contest which will
raise awareness and increase engagement within the
target market.
Prize: GoPro camera and accessories
How to enter: Waterstone guests will post their videos
of them taking part in water sports at using GoPro
cameras on YouTube and share them on Facebook.
How it will be judged: Most shares and likes on
Facebook
How it will be facilitated: Woobox App for Facebook
video contests
Benefits: Facebook contests will help to increase
followership within the target market and beyond on
social media. It also encourages followers to keep
checking back in with the brand to vote on their favorite
photos or videos.
How it will be supported: public relations, social
media, and email.
Duration: The entirety of the campaign
Contest
#revelonthewater
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Twitter post
T-shirts given away at the marina

Signagein Hotel
YouTube Contest
Submission
Facebook Posts
T-shirtgiveaways
Contest: Creative Executions
#revelonthewater
80
LandingPage

Landing pages for this
campaign will include: GoPro
Partnership, #seastheday,
and #revelonthewater. They
will explain each initiative, its
relevance to the brand’s
meaning and message,and
how it connects to the target
market’s lifestyle and desires.
What
The landing pages will reflectthe
website in terms of tone and
designand will link out to the
YouTube channel and social
media platforms so visitors can
see the campaign in action and all
that Waterstone has to offer.The
social media platforms will link
back to the corresponding landing
pages.The landing pages will
include a button to drive visitors to
the main site.
Integration
Landing pages will help to gain
awareness and deliver the
brand’s messagewhile
showcasing its initiatives and
amenities. It will also serve as
a call to action to either gain
more information or to booka
stay with the hotel. The landing
pages will be active forthe
entirety of the campaign.
How it will help
Landing Pages
82

83
GoPro Partnership Seas the Day
Initiative
Revel on the Water
Contest
Landing Pages
Creative Executions
83

Waterstone will leverage Hilton’s reach by
sending out email blasts to all HHonors
members to raise awareness of the GoPro
partnership; it’s donations to the Trevor
Project, and becoming a Gay Travel
Approved location.
The emails will provide a link to the hotel’s
website – either to the corresponding landing
page, blog post, or YouTube channel.
Email newsletters will be sent out on the
second Tuesday of every month. The
newsletters will include links to public
relations and/or media coverage, contest
information, reminders, monthly winners,
information about the loyalty program.
All emails will include links to the hotel’s
website, specific landing page URLs when
applicable, and social sharing buttons. This
will allow recipients to ‘share’ and ‘like’ related
content right from the email message.
Email Marketing
85
Revel Mail

Email marketing lists can be segmented
based on guests’ last visit or geographical
location to deliver relevant promotions to
those that are likely to take advantage of
them. Emails will reflect the hotel’s
website with respect to tone, messaging,
and aesthetic.
Email efforts will be facilitated by
ClickDimensions with triggered emails
sent to past and future guests based on
their path to purchase and interaction with
the brand’s communications. Email
marketing will be utilized for the entirety of
the campaign.
86
Functionality
Based on Waterstone’s needs
and upcoming events, the
hotel can set up a nurture
campaign to drive home their
message or send follow-up or
reminder emails to the right
people at the right time based
on their interaction with
previous emails.
What it can do
ClickDimensions and Microsoft
Dynamics CRM has all of the
same features of Salesforce,
SurveyMonkey, and MailChimp
all rolled into one platform –
each sharing its intelligence
and insight in one profile for
each guest.
Email Marketing
Revel Mail

Book a minimum of 4 nights:
25% off water activities
Free scuba diving lesson
Two free GoPro rentals
Double HHonors points
What is it
The consumer promotions will be
supported by banner ads, Google
Hotel Ads, as well as Facebook
ads. The promotions will also be
featured on the hotel’s website,
social media platforms, and email
marketing communications.
Support
Consumer Promotions
Rogue Wave
88
July through October
Duration
Facebook ad

89
Banner Ad
Google Ad
Consumer Promotions
Creative Executions
89
Facebook Ad

How it works:
Book either the Starlight Room or the Commodore
Room for a corporate meeting and/or retreat.
One complimentaryroom night with 25 peak
room nights
No resort fee
Double HHonors Event Planner Points
No food and beverage minimum
Complimentarywelcome cocktail reception
30% off boat charters fora team-building
fishing tournament
Benefits:
• Increased bookingsby securing group
business,meeting space,and water sport
activities.
• Leverage the marina and water sports to bring
people together.
Duration: July throughOctober
Hashtag: #retreatonthewater
Business Promotions
Retreat on the Water
90
Twitter post example

91
Banner Ad
Google Ad
Business Promotions
Creative Executions
91
Facebook Ad

Raymond Braun & Aaron Rhodes
Waterstone will reach out to Raymond Braun, a
prominent LGBT YouTube star and writer for the
Huffington Post, as well as Aaron Rhodes, another
YouTube star.
What
All-expense paid weekend trip to the hotel to
take advantage of the GoPro water sport offer.
Instagram takeover - talk about amenities and
offerings as well as its gay-friendly initiatives.
Coverage
As prominent YouTube stars and bloggers, they
would write content around gay-friendly travel,
increasing awareness of Waterstone and building its
brand equity and credibility within this segment of
travelers.
When & Integration
This would take place in August, after Waterstone
obtains its Gay Travel Approved accreditation from
Gaytravel.com.
This initiative would be supported by social media,
press releases, blog posts, and YouTube videos.
Blogger Outreach
LGBT
399,27065,000 256,2002,000
93

The strategy and tactics of this plan work together to achieve the overall goals of the campaign
and the brand, which are to drive sales and increase the number of ‘heads in beds’ on a
consistent basis. The promotions, programs, and communications tactics work sequentially to
achieve awareness, drive travelers to the brand’s website, provide incentive for them to book
with Waterstone, and ultimately foster loyalty with the brand.
The plan solidifies the brand’s positioning within its competitive set and leverages the resort’s
unique water sport activities and niche targeting to differentiate itself from its competitors. Every
promotion, program, and piece of communication within this plan is water activity-centric
whether its for business transient travelers or New Yorkers coming to visit their family. The
layout of the plan enables the brand to optimize its efforts and effectively market its amenities
to drive sales in accordance with seasonality and demand trends.
Every promotion and program is supported by media that is used by the target market and
communicated in a way that is meaningful and relevant. Using media that the target market
frequents regularly, the brand is able to achieve the reach, frequency, and engagement
necessary to achieve its goals and efficiently deliver its brand message.
95
Plan Integration

Media Plan
Objectives
1
Concentrate media on30-50 year old tech savvy travelers who lead busy and
active lifestyles.Research shows thattravelers are more interested in active
vacations with more outdooractivities and hotelguests are motivated by fun
outdooractivities and notjust by the ability to relax (“2015, Hospitality Trends,” 2015; Shields,
2015).
2
Expandthe brand’s awarenessand delivery of core message to increasetraffic to
the website and socialmedia platformsto ultimately drive sales using media that
the targetmarketfrequents.
3
Reach the targetmarketthree to four times a month throughoutthe entirety of the
campaign and on a regular basismoving forward.
4
Leverage nichemedia to reach LGBT travelers to differentiate the hotelfrom its
competitors.
98

Media Plan
Strategies
1
Implementdigitaladvertisingto reach the targetaudienceto further enhance the
brand’s onlinepresenceon websites thatthey frequent.
3
Enhance emailmarketing contentand frequency to deliver the brand’s message
on a consistentbasis to maintain awareness,recall,and providea call to action.
4 Use SEO to increasesearchenginerankings,increase reach,and drive the target
marketto the website.
5
Utilize digital advertisingand network partnerships to build awarenessof the
hoteland educate LGBT travelers thatthe hotelis LGBT-friendly.
2
Utilize contentmarketing,public relations,digitaladvertising,and socialmedia to
increase awareness and reach within the targetmarket’s socialnetworks.
99

Digital Marketing
Google PayAdvertising
Google
Pay Per Click
Pay Per Click will be used for targeted keywords. This will be a consistent effort to gain awareness and
exposure as well as drive traffic to the hotel’s website via a landing page with a call to action.
The Pay Per Click campaigns can be altered on a month-to-month basis based on performance and
profit as a result of the campaign. They can also be changed to accommodate promotions and events at
the hotel.
Google Hotel Ads
Google Hotel Ads will be utilized to highlight the property’s amenities and location during its slow
season by displaying its promotions and amenities. The hotels in Waterstone’s competitive set are well-
known big brands. The Pay Per Click and hotel ads put Waterstone on the same playing field with
respect to coverage and pricing in the online space.
Search Retargeting
Search retargeting will be created and implemented to reach consumers that visited Waterstone’s
website but did not convert. This will help to stay in front of them so that Waterstone stays top of mind
while they’re in their information gathering phase in an effort to influence their booking decision.
Keywords for Google Advertising Include:
Boutique hotel in South Florida
Waterfront hotel
Hotel with watersports
Hotel rooms with a view
Hotel by water
Gay-friendly hotel
101

102
Digital Marketing
Google Ad Examples

103
Digital banner ads as well as email marketing will be executed on Expedia and Travelocity. Digital banner ads will
be purchased for TripAdvisor and Bank Rate. Banners ads will be used to promote “rogue wave” and “business
promotion”
Banner ads and email marketing will be targeted based on geographic region and interests.
Duration: July-October.
Increase awareness and
bookingduringthe hotel’s
slow season.
Goal:
Digital Advertising
Banner Ads & Email Marketing
Rogue Wave
Retreaton the Water
103

104
Digital Advertising
Banner Ads & Email Marketing
104
“One of the largest leading full-service
online travel brands.” Expedia
reaches an affluent, global, and
engaged audience.”
Monthly Stats:
Unique Visitors: 14,300,000
App Users: 500,000
Facebook Followers: 5,200,000
Monthly Page Views: 235,000
“Trusted site for travelers which offer
an engaging and review driven travel
advice from real travelers.”
Monthly Stats:
App Users: 190,000,000
Facebook Followers: 2,200,000
“Trusted and leading travel brand in
the US and Canada. Offers all major
travel services for leisure and
business.”
Monthly Stats:
App Users: 600,000
Facebook Followers: 339,000
Monthly Page Views: 70,000
“A source of financial information
which is frequently references on
CNN, CNBC, and Fox News due to
their combination of rate data and
personal finance the empowers
visitors.”
Monthly Stats:
Facebook Followers: 41,000
Competitive Intelligence - Expedia. (n.d.).
Competitive Intelligence - Bank Rate. (n.d.).
Competitive Intelligence-Travelocity. (n.d.).
Competitive Intelligence-Trip Advisor. (n.d.).
Our Brands. (n.d).
Advertise with Bankrate. (n.d)
TripAdvisor Media Kit - Home. (n.d.)

Banner Ads
Origin – Northeast:
New York
New Jersey
Pennsylvania
Connecticut
Maine
Massachusetts
New Hampshire
Vermont
Age: 30-50
Interested In: Water Activities
Each ad campaignwill run as
a PPC
Targeting
Targeting for Expedia and Travelocity.
Targeting ads will complimentother marketing initiatives such
as the PR kick off,which takes place in New York. These ads
will increase awareness within our target audience during
Waterstone’s slowseason, and will promote our packages,
Rogue Wave and Retreat on the Water.
105
Our Brands. (n.d)

Email Marketing
Expedia& Travelocity
To further expand Waterstone’s
email marketing efforts,the hotel
will place ads in Expediaand
Travelocity’s email newsletters
to reach new consumers and
businessesto drive them to
Waterstone’s website.
Emails will target consumers
and businessesusing the same
criteria as the banner
advertisements placed in
Expedia(consumers)and
Travelocity (businesses).
106
Our Brands. (n.d)

107
Banner Ads
Travelocity
Travelocity will allow Waterstone
to reach travelers that are
searching for leisure and
business travel.
Targeting educated,social,and
affluent travelers through
Travelocity will help Waterstone
to deliver a call to action on a
medium the traveler frequents in
an effortto draw them to the
hotel.
Our Brands. (n.d)

Banner Ads
Expedia
Expedia is a leading online
travel brand. Travelers on
this site are actively looking
for vacations.
Expedia will allow
Waterstone to reach an
affluent and engaged
audience.
Banner ads on Expedia will
promote the consumer
package, while increasing
awareness, and driving
travelers to Waterstone’s
website.
108
Our Brands. (n.d)

Banner Ads
As mentioned previously,
travelers place a lot of value on
the reviews of other travelers.
TripAdivsor is one of the biggest
and most respectedreview sites
in the travel industry.
TripAdvisor’salgorithms align
visitors with properties and
services that are relevant and
valuable to their search criteria
and past history.
Thus, Waterstone will place
advertisements to gain
awareness, deliver a call to
action, and drive potential
guests to the hotel’s website for
more information or to book
accommodations.
TripAdvisor
109
TripAdvisor Media Kit - Home. (n.d.)

Banner Ads
Bankrate
110
Bankrate is a widely respected
aggregator of financial banking rates
with 13 million unique visitors monthly,
most of whom are in the hotel’s target
market.
Consumers visiting this site consider
the information and content to be very
trustworthy, thus lending credibility to
Waterstone’s offerings.
Placing banner ads on this site will
help Waterstone to reach consumers
who are highly interested in leisure
travel and have the means to take
several trips a year.
The banner ads will push viewers
through to the website for more
information or to book
accommodations.
Advertise with Bankrate. (n.d)

Digital Advertising:
Networking Partnerships

Digital Profile
#1 search result for ‘gay travel’ on Google, Yahoo!,
and Bing.
“Gay Travel is considered to be the equivalent of “Good
Housekeeping Seal of Approval” and has been recognized by
The New York Times, The Wall Street Journal, and Smart Money
Magazine (Gay Trav el.com media kit).
How it works: Gaytravel.com will ensure that the property is indeed
gay-friendly and will label the property as gay travel approved. We’d
seek to create and maintain a profile page for Waterstone for guest
accommodations for the entirety of the campaign.
Benefit: Waterstone will benefit from the credible accreditation within
the gay community that will help increase brand awareness and equity
within this segment.
How it will be leveraged: Waterstone will increase its reach and
frequency using a well-respected LGBT channel by gaining visibility
through the brand’s profile, as well as utilizing Gay Travel’s email
newsletter capabilities and banner ads.
Duration: Yearly subscription
Goal: Create buzz and awareness within the LGBT community, drive
traffic to the website, and achieve new bookings.
(www.gaytravel.com)
Coverage:
• Interview with GM to be featured on Gay Travel blog
• Banner ads
• Custom social media promotions on Facebook,
Twitter, and Instagram
Impressions:
100,000 unique visitors per month
2.5 minutes per visit
CTR of .358
50,000 newsletter subscribers
Digital Advertising
GayTravel.com
112

Create content,starta conversation,influence.
Facebook should be utilized to dissemenate original,
third party, and user generated content. Waterstone
should seek to create content that starts a conversation
and influences travelers and past guests to continue to
interact with the brand and find value in its offerings.
Understand who responds to and engages with
Waterstone’s posts– see what works and replicate.
When responding:
Be authentic
Be responsive
Be consistent
Keep posts short– users scan through Facebook quickly.
All content should direct viewers to Waterstone’s website.
Social Media Strategy
Facebook
114

115
Instagram
• Highlight water sport activities and #revelonthewater contest
using 15 second videos.
• Leverage passionate leisure travel and active sports
community to gain awareness for the brand.
• Establish and maintain engagement levels with followers to
foster a two-way relationship.
• Cross-post images to Facebook page.
• Use relevant and strategic hashtags; #revelonthewater,
#retreatonthewater, and other travel related hashtags.
Waterstone Resort
& Marina
Waterstone Resort & Marina
Everyday is an opportunity – not an
obligation. #revelonthew ater
Tellthe brand’s story with images and photos.
Instagram should be utilized to visually tell the brand’s story
and message. Waterstone should use trending hashtags to
be found in live feeds to drive users to the brand’s Instagram
profile.
Waterstone should also seek to influence influencers to
create new prospects for blogger outreach and partnerships
to continue to grow the brand and its presence.

116
Twitter
Leverage and integrate contentmarketing and
visuals to build an audience.
Twitter will be used to send out original, third party, and user
generated content to expand the brand’s reach beyond its
followers using relevant and trending hashtags.
Tweets will reinforce the brand’s positioning as a water sports
outlet for active travelers as well as a gay-friendly hotel.
Branded hashtags will be used to support relevant
campaigns.
When possible, images will accompany tweets to ensure a
more impactful delivery to gain awareness and foster
engagement.

117
YouTube
Revel on the Water with GoPro at Waterstone #revelonthewater
W aterstone Resort & Marina
Build audience,presence,and influence.
YouTube will be leveraged to enable both the hotel and its
guests to tell their story in a very engaging and shareable
way. The YouTube channel is a sustainable way to
encourage engagement with the brand and loyalty over
time by developing and delivering new content on a
consistent basis. YouTube videos will be integrated within
the hotel’s social media and email marketing strategies as
well.
The partnership, content marketing, blogger outreach,
and contest will rely on YouTube for facilitation and
execution in supporting the hotel’s overall strategy.
YouTube gives the hotel the ability to be flexible with
respect to collaborating with different guests and users
from all over the world.

Content Calendar
July 2016
118

119
Content Calendar
July 2016

120
Content Calendar
July 2016

Goal: Drive target market to the hotel’s
website to book accommodations.
Targeting:
Location: New York, Orlando, Tampa,
Boca Raton.
Age: 30-50
Interests: Boating and fishing, internet
radio, frequent travelers, LGBT pride.
Tracking:Click throughs to the website
Benefit: Increase reach and delivery of
the hotel’s call to action in a
measureable and scalable way.
121
Facebook Ads
Post ad
Newsfeed side banner ad

125
Measurement
#seastheday, #revelonthewater, #retreatonthewater submissions, views, and
shares on social media
Website traffic and conversion rates resulting from digital advertising
Number of followers, hashtag usage, views, and engagement levels on social
media.
Impressions and media coverage resulting from public relations efforts.
Rooms booked as a result of campaign efforts.
Email open and click through rate
125

Through the execution of this marketing plan, Waterstone Resort and Marina will better
position themselves as the resort in Boca Raton to enjoy water activities while staying
true to their boutique hotel identity. The connection to the target audience will be
seamless and integrated across platforms as we will be connecting with them on media
they are already invested in using messaging and content that is meaningful and relevant
to them.
The tactics in this plan were carefully chosen after extensive research on the behavior
and lifestyle of the target audience. The budget was determined for each tactic based on
the target audience’s usage frequency and client goals. Objectives and strategies were
carefully chosen based on in-depth industry, market, brand, and competitive analysis in
order to offer the most viable competitive positioning.
Enclave strongly believes this plan will allow Waterstone to create a social media
presence while increasing sales during low and high season, by executing a fully
integrated marketing plan that will influence travelers’ path to purchase by creating
increased awareness through public relations support, content marketing, social media,
incentives for booking with promotions and contests that excite the target, and fosters
brand loyalty.
127
Plan Rationale

Prom on the Water
How it work: Partner with the Trevor Project Charity to host
the largest prom on the water. Utilize a large yacht to bring a
night of dancing, drinks, and food all for a cause to raise
money and awareness for the Trevor Project, because
Waterstone make it happen. The event will take place during
the slow season to help increase bookings.
Why it’s special: Those who identify as LGBT probably
didn’t either get to go to prom or they weren’t able to go with
who they really wanted to. A gay prom at Waterstone would
be a ‘once in a lifetime’ opportunity for them to experience
prom the way the really want to.
Connection To Waterstone: Further position Waterstone as
the water resort and as a gay-friendly hotel.
Benefits:Public relations exposure, booking increase,
increase awareness and creditability of the secondary target
audience.
Duration: One weekend a year
Platforms: partner with LGBT bloggers to out reach and help
spread the news of the event, The Trevor Project, social
media, content marketing, and targeted email campaign to
whose who stayed at the hotel as a result of the previous
LGBT blogger outreach initiative.
129
Gay Prom

Event Marketing:
SUP Race Partnership
How It Works: Waterstone will host a SUP race series. The
series will take place during the slow season to increase hotel
rooms booking and will be the course of a weekend ( two day
event). Proceeds from the event will be donated to the Trevor
Project.
Connection to Waterstone: These events will further position
Waterstone as the water sports resort not only in Boca but in
Florida.
Benefits: These races are located around the world and bring
extreme water sport enthusiasts to specific locations, with only a
handle full of races happening in Florida and none in Boca this
would a great new opportunity to get Waterstone’s name out,
increase bookings, and continue to strengthen their relationship
with the target audience. Having proceeds donated to The Trevor
Project will strengthen their relationship with the LGBT community,
while exposing them to further PR opportunities. The community
that partakes in SUP races in extremely social as well as the
events that SUP races are at are documented on YouTube and all
social media platforms.
Platform: Social media, Public Relations, Content Marketing,
Promotions (special package deal for this weekend)
130
SUP Race

Blue Status Silver Status Gold Status Diamond Status
How to
achieve
just enroll 4 stays in a calendar year or
10 nights in a calendar year
20 stays in a calendar year or 40
nights in a calendar year or
75,000 HHonors base Points in a
calendar year
30 stays in a calendar year or 60
nights in a calendar year or
120,000 HHonors Base Points in
a calendar year
Benefits x 15% bonus on all HHonors
Base Points, every 5th nights
free on Standard Room
Reward stays of 5 nights or
more
25% bonus on all HHonors Base
Points, every 5th nights free on
Standard Room Reward stays of
5 nights or more
50% bonus on all HHonors Base
Points, 48-hour guarantee, every
5th nights free on Standard Room
Reward stays of 5 nights or more
HHonors Overview Cont.
Ways to earn points:
● hotel/resort stays
● using any 4 HHonors credit cards
● buying with airline, rail, car rental, cruise, mobile roaming
● shopping at retail and restaurant partners/HHonors online Shop-to-Earn Mall
● buy, give, receive points as gifts
● exchange point with airline/rail/credit card partners
● signing up with marketing/utilities partners (DIRECTV)
Ways to use points:
● booking free standard rooms/upgrading to premium rooms/suites
● on-property rewards (golf course)
● converting points into airline/rail miles, car rentals, cruise certificates, using points to buy products/services or unique
retreats/once-in-a-lifetime adventures (Sea World)
● buying/giving points
● exchange points with airline, rail or credit card partners
● donating points to chosen organization/cause (HHonors will make equivalent cash donation)
HHonors Overview
133

What are the problems and opportunities the advertising must address?
Problems
• Commoditization of the hotel industry due to OTAs and aggregators - hotels are
likened to each other based on price
• Low brand recognition and awareness - newly rebranded property
Opportunities
• Differentiate Waterstone as the only hotel in Boca that has water sports
• Reach out to the LGBT community as a gay-friendly hotel
What is the most important thing to communicate?
• The Waterstone Resort & Marina is a place where couples and families can come to
reconnect and enjoy water sports
135
Creative Brief

Who are we talking to?
• “Tech savvy, busy, active travelers”, both male and female, between the ages of 30-50, have professional
occupations, are in varying relationship types, and are heavy internet users. They are balancing the
demands of their careers, friends, and their family. They want to get away to see new places and create
unique experiences that they can tell their friends about.
• The secondary market Waterstone wishes to reach are LGBT travelers who are looking to get away with
their friends, family or significant other. They are a “high- spending and high-traveling” group that describes
their traveling personality as “relax, fun, and culture”. They travel more often for leisure than straight
travelers.
What insights do we have about them?
• They use social media to keep in touch with their friends and family and to share their everyday activities
and thoughts.
• They have an attachment to their smartphones
• When it comes to planning travel, they utilize the internet to gain information. They also visit review sites to
see what other guests have experienced at a property and heavily consider it when making a booking
decision.
• They value an active lifestyle and its benefits on their health - both mental and physical.
• They’re waiting a little longer than their predecessors to get married. Instead they are dating longer and
focusing on their career.
• They value time spent with their family and often feel guilty when they are not able to spend enough time
with them.
• LGBT travelers want many of the same amenities and experiences as straight travelers. The only major
difference is that they want to know that the hotel is gay-friendly.136
Creative Brief

What do we want people to do as a result of the advertising?
• Visit Waterstone’s website and book a stay
• Engage with the brand and share their experience on social media
What is the response that we want?
• “I’m excited to visit Waterstone to reconnect with my friends or family and experience all
of the water activities they have to offer.”
Mandatory components of all creative executions
• Web address: www.waterstoneboca.com
• Waterstone logo
• Hashtags if applicable to tactic
• Tagline
137
Creative Brief

Social Media Policy
Waterstone Resort and Marina
Social Media Guidelines
Our employer is easy to identify with and all of us are very passionate about what we do on a daily basis. At the Waterstone Resort and Marina,
we believe in open communication and you are encouraged to tell the world about your work and share your passion. Whether you do so by
participating in a blog, wiki, online social network or any other form of online publishing or discussion is completely up to you.
However, these new ways of communication are changing the way we talk to each other and even to our consumers, target audiences and
partners. In order to avoid any problems or misunderstandings, we have come up with a few guidelines to provide helpful and practical advice
for you when operating on the internet as an identifiable employee of the Waterstone Resort and Marina.
You are personally responsible for the content you publish on blogs, wikis or any other form of user-generated media. Please remember that the
internet never forgets. This means everything you publish will be visible to the world for a very, very long time. Common sense is a huge factor
here. If you are about to publish something that makes you even the slightest bit uncomfortable, review. If you are still uns ure and it is related to
the Waterstone Resort and Marina and its brands, talk to your manager.
Just because information is on the internal network, it is not ok to let the rest of the world know about it. If an item features the sentence "for
internal use only" then that is exactly what it means and it is absolutely not meant to be forwarded to anyone who is not employed by the
Waterstone Resort and Marina. No exceptions.
Do not comment on work-related legal matters unless you are an official spokesperson, and have the legal approval by the Waterstone Resort
and Marina to do so. In addition, talking about revenues, future promos, pricing decisions, unannounced financial results or similar matters will
get you, the company or both into serious trouble. Stay away from discussing financial topics and predictions of future performance at all costs.
139

Social Media Policy
Waterstone Resort and Marina
Social Media Guidelines
Respect your audience. Don't use ethnic slurs, personal insults, obscenity, or engage in any conduct that would not be accept able in the
Waterstone Resort and Marina’s workplace. You should also show proper consideration for others privacy and for topics that may be considered
objectionable or inflammatory (like religion or politics). If you are in a virtual world as a Waterstone Resort and Marina representative please
dress and behave accordingly. We all appreciate respect.
Think about consequences. Imagine you are sitting in a sales meeting and your client brings out a printout of a colleague's post that states that
the product you were about to sell "completely sucks". Talk about a tough pitch. So, please remember: Using your public voice to trash or
embarrass your employer, your customers, your co-workers or even yourself is not okay - and not very smart.
Have you posted something that just wasn't true? Be the first to respond to your own mistake. In a blog, if you choose to modify an earlier post,
make it clear that you have done so.
Please respect copyright. If it is not yours, don't use it. It is very simple. It is that person's choice to share his or her material with the world, not
yours. Before posting someone else's work, please check with the owner first.
Don't cite or reference clients, partners or suppliers without their approval. When you do make a reference, where possible, link back
to the source.
Be aware that others will associate you with your employer when you identify yourself as such. Please ensure that your Facebo ok,
Linked-in, Xing or MySpace profile and related content is consistent with how you wish to present yourself with clients and
colleagues.
Even if you act with the best intentions, you must remember that anything you put out there about the Waterstone Resort and Marina can
potentially harm the company. This goes for all internal media as well, like the intranet or any newsletters you send out. As soon as you act on
the company's behalf by distributing information, you are upholding the company's image. Please act responsibly. If in doubt, please contact the
Corporate Communications Team or your manager before you hit the send button.
And finally, with all the blogging and interacting, don't forget your daily job...
140

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