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Clark Currier Plan V2
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Clark Currier Plan V2

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  • 1. Clark Currier Inn 2008-2009 Communications Plan Alana Avram Laura Belhumeur Yuhan Bien Trinette Faint Iris Hsiao Caren Tortorici
  • 2. Newburyport facts
    • 43 miles north of boston
    • North Shore neighbor
    • Upscale community
  • 3. Coastal living & natural resources Newburyport facts
  • 4. Fun things to do!
  • 5. Local Businesses
  • 6. Industry Overview
    • Business and tourist travel
    • Dominated by cultural and historic leisure travelers who enjoy staying at unique or historic properties
    • Profits: efficient operations and marketing
    • Revenue: room fees (70%), food (15%), alcoholic drinks, and merchandise sales
    • Basic operations: sleeping accommodations, housekeeping, maintenance, and a variety of personal services
  • 7. Industry Overview
    • 2004: US B&B industry worth 3.4 billion
    • 20,000 Inns
    • Average occupancy rate: 41%
    • Average daily rate: $143.90
    • 93% of rooms with private bath
    • 53% handle weddings: average of 7 weddings per year
  • 8. Industry Pitfalls
    • 24/7 job
    • Lack of capital
    • Failure to market actively
    • Lacking service inclination
  • 9. Consumer Analysis
    • What matters to customers……
  • 10. Business Travelers
    • Age 25-64
    • Married
    • Administrative, managerial and professional jobs
    • Small group of business travelers take the majority of trips
  • 11. Current Trends GenXers Female business traveler Leisure during the trip
  • 12. Competitor Analysis
    • B&Bs
      • The Essex Street Inn
      • The Greenleaf Inn
      • The Compass Rose Inn
      • The Garrison Inn
    • Hotels
      • Best Western Merrimack Valley
      • Fairfield Inn by Marriott
      • Hampshire Inn & Conference Center
  • 13. Competitor Analysis
    • B&Bs
     X   X Online Reservation 24 5 suites 6 27(+10) 8 Number of Rooms $125-300 $169-249 $125-300 $115-235 $95-185 Rates The Garrison Inn The Compass Rose Inn The Greenleaf Inn The Essex Street Inn The Clark Currier Inn
  • 14. Competitor Analysis
    • B&Bs
    24-hour coffee and tea roo m
    • Fully equipped kitchen
    • O n-site laundry
    • TV with VCR and DVD playe r
    New conference center in Merrimack Valley Afternoon Tea Amenities
    • Valet Laundry
    • Express check-in and check-out
    • Discounted gym passes
    • Packages:
    • cider and fresh pastry
    • the spa basket
    • flowers and chocolates
    • cider and cheese samp ler
    Special Requests The Garrison Inn The Greenleaf Inn The Essex Street Inn The Clark Currier Inn
  • 15. Competitor Analysis
    • Disadvantages
      • Few technological amenities
      • Less exposure
      • Unfamiliarity
    • Advantages
      • Home-like atmosphere
      • Personalize services
      • Unique experience
    • CCI vs. Hotels
  • 16. SWOT Analysis
    • Internal
    • Outdated décor
    • Website
    • No online reservation system
    • No in-house kitchen
    • No technology services
    • Run with the owner in mind, not the customer
    • Not utilizing area network
    • Limited exposure to target audience
    • Charming
    • Historic and artistic value
    • Nice Innkeeper
    • F avorable price
    • Location
    • Warm, homey, and romantic atmosphere
    • Cleanliness
    • Solid Newburyport network
    • Personal service
    Weaknesses Strengths
  • 17. SWOT Analysis
    • External
    • Other B&Bs & hotels are also targeting business customers
    • Airline and travel industry declination
    • Chain hotels cooperate with airlines to offer package deals
    • Business travelers are more familiar with chain hotels
    • Gen-Xers are the future business travelers
    • Target new guests
    • Increasing number of female travelers
    • Industrial Park
    • Business travelers also seek for leisure during the trip
    • Can compete with current B&Bs and Inns
    • Amenities are not the most important factor
    Threats Opportunities
  • 18. Target Market
    • 75% Male, 40+
    • 25% Female, 45+
    • Married
    • Children
    • Home-owners
    • HHI $58K
    • They Enjoy:
      • History
      • Cultural Events
      • Traveling
      • Real estate
      • Antiques
  • 19. Target Market: Their Needs Alpha Moms Busy Dads
  • 20. Target Market: The Solution
  • 21. Objectives
    • Enhance the inn’s brand image in the eyes of business travelers to increase occupancy.
    • Build the network of community contacts to utilize word of mouth advertising and referrals.
    • Develop brand loyalty and repeat customers.
  • 22. Brand Vision The Clark Currier Inn is an intimate, historic inn located in downtown Newburyport that provides guests with personal service in a comfortable and friendly environment. With a charming and home-like atmosphere, The Clark Currier attracts business travelers and tourists for a great escape from their busy lives. Whether you’re on a fun-filled getaway with your loved one or a trip for business, Clark Currier is your home.
  • 23. Inn Recommendations
  • 24. Communications Plan 2008
  • 25. Online: Website Updates
    • No primary navigation
    • Does not show brand essence
    • No online reservation
    • Add primary navigation
      • Optimal SEO
    • Update imagery
    • Implement online reservations
                  
  • 26. Online: Pay Per Call
    • Implement 800 number through Google
    • Only pay per call received
  • 27. Online: MOTT
    • Partner with MOTT to feature CCI
    • Included in quarterly newsletter to Mass travelers
  • 28. Sales Promos Outreach to local businesses & Governor’s Academy               
  • 29. Sales Promos: Business Travelers
    • 2 night stay get 3rd night 10% off
    • Pay in full at booking for 10% off and no minimum night stay
    • 2 night stay get 15% off dinner at local restaurant
    • Book 3 months in advance & pay in full for 15% off
    • January and February stays get 50% off one night
  • 30. Sales Promos: Parents
    • Year-round rate 10% off for 2 night stays
    • Year-round rate 15% off for 3 night stays
    • 3 nights at Thanksgiving for 15% off dinner at local restaurant
    • 15% off dinner at local restaurant for Parent’s Weekend
    • 2 nights for 15% off dinner at local restaurant
    • January and February stays get 50% off one night
  • 31. Welcome Home Program!
    • Earn 10 points with each stay
    • Free weekend after 100 points
    • Points are transferable
    • Redeem free weekend anytime
    • Refer CCI to another business associate and earn extra 10 points
  • 32. Welcome Home Program!
  • 33. Direct Mail
    • Target stakeholders at local businesses
    • Include in Governor’s Academy mailings
      • Inexpensive tactic to build awareness of Inn & Partnership program
  • 34. Direct Mail: For Businesses
  • 35. Direct Mail: For GA Parents
  • 36. Community Relations
    • Private citizens
    • Local businesses
    • Large area companies
  • 37. CRM Program
    • Imperative to enhance consumer experience
      • Guest Request Form
      • Collect Guest Information
      • Thank You Card
    Thank You for Visiting Us!
  • 38. Communications Plan 2009
  • 39. Teambuilding
  • 40. Direct Mail
    • Target businesses with small executive or HR team
      • Will appreciate atmosphere, relaxing and building relationships with co-workers
  • 41. Public Relations
  • 42. Budget: 2008 $500 Website Updates $7,084 2008 TOTAL $275 Postage $725 Card Costs $1,000 CRM Program $820 Postage $600 Printing Costs $1,420 Direct Mail $364 Room Discounts $50 Signs(Printing Costs) $414 Sales Promotions $80 Webervations Service $600 Pay-Per-Call $1180 Online $520 24 Hour Snacks $200 Ironing Service $700 Newspaper Subscriptions $600 Television Purchase $900 Coffee Refills $150 Keurig Coffee Machine $3,070 Inn Modifications Associated Costs (annually) 2008 Tactic
  • 43. Estimated Revenue: 2008 Anticipated Revenue $20,020 Low (Jan-May & Sept-Dec) $13,650 Average 2.5 Additional Rooms/Week High (June-Aug) $ 6,370 Average 3.5 Additions Rooms/Week ’ 08 Plan Costs $ 7,084 Total Incremental Revenue $12,936
  • 44. Budget: 2009 $300 Website Maintenance $7,299 2009 TOTAL $275 Postage $725 Card Costs $1,000 CRM Program $50 Postage $200 Media Kit Printing $250 Public Relations $1,435 Postage $900 Printing Costs $2,335 Direct Mail $364 Room Discounts $50 Signs(Printing Costs) $414 Sales Promotions $80 Webervations Service $600 Pay-Per-Call $1180 Online $520 24 Hour Snacks $700 Newspaper Subscriptions $900 Coffee Refills $2,120 Inn Modifications Associated Costs (annually) 2009 Tactic
  • 45. Estimated Revenue: 2009 Anticipated Revenue $23,660 Low (Jan-May & Sept-Dec) $16,180 Average 3 Additional Rooms/Week High (June-Aug) $ 7,280 Average 4 Additions Rooms/Week ’ 09 Plan Costs $ 7,299 Total Incremental Revenue $16,361
  • 46. Timeline: 2008
  • 47. Timeline: 2009
  • 48. Questions?
  • 49. Thank You!