Windstar Gardens

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Marketing Presentation to Change Brand Name and Restructure Sales Technique

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Windstar Gardens

  1. 1. Operation: Jump Start <ul><li>Revenue Plan </li></ul><ul><li>For </li></ul><ul><li>Windstar Gardens </li></ul><ul><li>Presented by </li></ul><ul><li>Bean Marketing Strategies </li></ul><ul><li>February 2009 </li></ul>
  2. 2. Situation: <ul><li>WSG is a terrific property </li></ul><ul><li>Grounds are exceptional </li></ul><ul><li>Location is great </li></ul><ul><li>Staff is great </li></ul><ul><li>Business is under performing </li></ul><ul><li>Business is not growing </li></ul><ul><li>Business is being hurt by competitive factors </li></ul><ul><li>Business suffers from lack of strong identity </li></ul>
  3. 3. Situation continued <ul><li>Business is not capturing margin opportunities </li></ul><ul><li>Food </li></ul><ul><li>Alcohol </li></ul><ul><li>Flowers </li></ul><ul><li>Invitations </li></ul><ul><li>Event Planning </li></ul><ul><li>Music </li></ul><ul><li>Photography </li></ul><ul><li>Printing </li></ul><ul><li>Keep Sales, services </li></ul>
  4. 4. Marketing Checklist <ul><li>Property grounds </li></ul><ul><li>Location/accessibility </li></ul><ul><li>Qualified Staff </li></ul><ul><li>Trained Staff </li></ul><ul><li>Adequate Staffing </li></ul><ul><li>Business Underperforming </li></ul><ul><li>Business Not growing </li></ul><ul><li>Competitive Factors </li></ul><ul><li>Strong Identity </li></ul><ul><li>Captures Margin Opportunities </li></ul><ul><li>Channel Revenue Management </li></ul><ul><li>Structural “Sales Management” </li></ul><ul><li>Quality Communicative Tools </li></ul>
  5. 5. Continued <ul><li>Website </li></ul><ul><li>Brochure </li></ul><ul><li>Video </li></ul><ul><li>Advertisement </li></ul><ul><li>News Publicity </li></ul><ul><li>Research Tools </li></ul><ul><li>Revenue Model </li></ul><ul><li>Clear Marketing Vision </li></ul><ul><li>Stale Business Practices </li></ul><ul><li>Staff/Principals needs further Education/Tools </li></ul><ul><li>Adequate Phone system </li></ul><ul><li>Credit Card usage </li></ul><ul><li>Tracking Incoming potential clients/Capture Rate </li></ul>
  6. 6. Items to Restructure <ul><li>Business is too narrow in Focus </li></ul><ul><li>Business has no plans for channel revenue management </li></ul><ul><li>Business lacks structural “Sales Management” </li></ul><ul><li>Business lacks quality communicative tools </li></ul><ul><li>Website </li></ul><ul><li>Brochure </li></ul><ul><li>Video </li></ul><ul><li>Advertisement </li></ul><ul><li>News Publicity </li></ul><ul><li>Business is not leveraging “Historical Roots” </li></ul><ul><li>Business lacks Research Tools </li></ul>
  7. 7. Continued <ul><li>Business Principals suffer from: </li></ul><ul><li>Battle fatigue </li></ul><ul><li>Bunker Mentality </li></ul><ul><li>Lack of clear Marketing Vision </li></ul><ul><li>Business needs to be “Reinvented” </li></ul><ul><li>Revenue Model to follow </li></ul><ul><li>Marketing </li></ul><ul><li>Name/Identity </li></ul>
  8. 8. Recommendation: <ul><li>Product- Diversified Product Mix </li></ul><ul><li>Develop New Revenue Channels: </li></ul><ul><li>from Food, Alcohol, Flowers, Invitations, Event Planning, Music, Photography, Printing, Souvenirs </li></ul><ul><li>Each Channel needs a specific Operating & Revenue Plan </li></ul><ul><li>**Operate with a 30% Margin Mentality </li></ul>
  9. 9. Marketing <ul><li>Diversify Revenue Channels by creating specific marketing plans for 22 new Revenue Channels which may include: </li></ul><ul><li>College Sports, Amateur Sports, Pro Sports, Cricket Pavilion, Memorials, Dog & Cat Shows, Corporate Meetings, RV & Boat offsite, Wellness Screening, Women's Lifestyle, Community, Civic, Political, Job Fairs, Self Promoted Concerts, Theater, Financial Planning, Occupational Training, Class Reunions, Family Reunions, Tailgate Party with Shuttle to Stadium, etc.. </li></ul>
  10. 10. Sample Channel Marketing Plan <ul><li>Goal: </li></ul><ul><li>Generate $10,000 in Memorial Service Revenue </li></ul><ul><li>Objective # 1 : </li></ul><ul><li>Develop A Memorial Product Package </li></ul><ul><li>Crematory Service </li></ul><ul><li>Memorial Room, Viewing Area </li></ul><ul><li>Food, Beverage Package </li></ul><ul><li>Objective # 2: </li></ul><ul><li>Develop a Memorial Product Sales & Marketing Plan </li></ul><ul><li>Brochure, Webpage, Video </li></ul><ul><li>Direct Sales, Trade Shows </li></ul><ul><li>Pre-Sell to Living Customers </li></ul>
  11. 11. PRICING: <ul><li>Adopt a Flex Pricing Schedule </li></ul><ul><li>Create a Pricing Stimulus Package </li></ul><ul><li>All inclusive ( $ per guest) </li></ul><ul><li>Ala Carte </li></ul><ul><li>Price out Prime & Non Prime Day Parts </li></ul><ul><li>Be the Most Affordable of all competition </li></ul><ul><li>Internet, Direct, Representatives, MPI, etc </li></ul>
  12. 12. SALES <ul><li>Develop a communication based Sales Force for each channel of Revenue. </li></ul><ul><li>Focus, Focus, Focus </li></ul><ul><li>Create a Structural “ Closing Process” </li></ul>
  13. 13. PROMOTION <ul><li>Create a Promotional Plan to leverage assets of Windstar Gardens </li></ul><ul><li>Media trade outs, vendor trade outs </li></ul><ul><li>Special Holiday Promotions, Radio, Remotes </li></ul>
  14. 14. ADVERTISING <ul><li>Need a Consumer & Business to Business campaign for each revenue channel </li></ul><ul><li>Need an overall Brand campaign for WSG </li></ul><ul><li>Media should include: Internet, Radio, Magazine, Cable TV, Outdoor, sports, etc </li></ul><ul><li>Public Relations: </li></ul><ul><li>Develop a benefit Pro Bono Plan </li></ul><ul><li>Develop a News Publicity Plan </li></ul>
  15. 15. Research <ul><li>Use Research to drive Marketing Plans </li></ul><ul><li>Develop a formal Research Program </li></ul><ul><li>Create a Customer Service Index (CSI) </li></ul><ul><li>Create Mystery Shopper Program </li></ul><ul><li>Customer Service: </li></ul><ul><li>Newsletter </li></ul><ul><li>Referrals </li></ul><ul><li>Exit Surveys – via email </li></ul>
  16. 16. Cotton Gardens <ul><li>Celebrate * Create * Connect </li></ul><ul><li>In the heart of America’s fifth largest metropolitan area lies a rural oasis. A place to celebrate, create and connect. </li></ul><ul><li>Cotton Gardens brings you back to a setting of peace, serenity and good times. </li></ul><ul><li>A perfect place to celebrate with family, friends and business associates. A perfect place to create a memorable event for anyone important to you. A perfect place to connect with those people in a most meaningful way. </li></ul><ul><li>Cotton Gardens creates an atmosphere of tranquility that lifts you from the stress of everyday life. </li></ul><ul><li>Not long ago Cotton Gardens was a working cotton farm operated by the Cook Family. </li></ul><ul><li>The spirit of agricultural and farm life still pervades the two acre grounds designed to make your occasion most memorable. </li></ul><ul><li>Our staff of professional hospitality purveyors will work very hard to make your day the best. </li></ul><ul><li>Cotton Gardens : Celebrate * Create * Connect </li></ul>
  17. 17. Cotton Gardens <ul><li>Plant cotton in garden areas – hammerhead </li></ul><ul><li>Acquire Antique Farm implements for outside grounds </li></ul><ul><li>Create Cook Family History wall scripts for Interior Walls </li></ul><ul><li>Create “Cotton Farm” Antique type murals for inside walls </li></ul><ul><li>Develop a new Logo using “period Type” and a “Cotton Blossom” </li></ul>

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