Kingsmill Presentation

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Kingsmill Presentation

  1. 1. Listen.Think.Do. ! Well informed work / customized discovery ! Place highest value on customer service and building relationships ! Variety in perspective has been key for success
  2. 2. The Studiothink Difference ! Lean, experienced, highly talented creative in-house. ! Positioned for execution / bullpen ! Destination management ! Key alliances/industry experts: ! Organizational development ! Culture development & training ! Team building ! Content marketing ! Mobile marketing Quarterbacking results in synergy and consistency across all mediums
  3. 3. The BigTh!nk Get to know you / potential methodology: Primary & secondary research ! Surveys/informal & formal ! Relevant industry research/statistics & trends ! Utilization of proven & reliable sources i.e.: Harris Interactive & Mediassociates ! Personal interviews elicit stories ! Focus groups options ! Competitive analysis
  4. 4. Reign On.
  5. 5. What an opportunity to deliver on an articulated brand promise of luxury and premier customer service. Kingsmill Resort is one of the Nation's elite leisure destinations, boasting (among other incredible amenities) 63 holes of championship golf. Located on 2,900 acres along the historic James River, the resort features 425 recently renovated one, two and three- bedroom suites,a full-service spa, a 15-court tennis center, a full-service marina, six restaurants and lounges, and a sports club.
  6. 6. ....that's part of the story.... There's more. Kingsmill’s impressive Conference Center provides the ultimate in flexibility with 17,000 square feet of meeting space, 16 meeting rooms, incredible indoor and outdoor breakout spaces and just about anything else you can imagine to make your meeting or conference as meaningful as it is successful.
  7. 7. Meeting Kingsmill Resorts growth objectives Through strategy, design, and internal/external brand development & marketing
  8. 8. Developing Brand Evangelists Your brand is not your logo, your positioning statement, or fantastic online and offline communication materials. Your brand is the conversations that people are having about you. Your ability to control those conversations is vital. We believe that that begins from the inside out through building and branding high performance cultures.
  9. 9. The Greenbrier The Homestead Hyatt Regency Chesapeake Williamsburg Inn Nemacolin Hotel Hershey Pinehurst Great Wolf Lodge Strategic positioning: Differentiation is key. What makes you different makes you valuable. What makes you valuable makes you rich.
  10. 10. Looking to the future, proactivity is a strategic move. Group/conference • The quality of networking will be the single biggest factor to influence meeting attendance, according to 76 percent of planners. • There will be more smaller, more specialized meetings • Events will need to offer strong price-based incentives in order to attract attendees • Live video streaming, social networking and mobile event content will be the most popular forms of meeting technology
  11. 11. • Technology will help event organizers capture and analyze every presentation and conversation at their meetings • Ethical and environmental factors will continue to influence meeting attendance • Venues at schools, universities and colleges will offer the most competition to convention centers Released by "Fast Future Research" March 5,2010
  12. 12. Group/Conference Creative Strategies “In the meeting industry, we’ll be faced with increasing challenges related to generational differences as the younger gens become decision makers and the older gens remain in the workplace longer. We must understand how to deal with greater cultural diversity and the emergence of the developing world as both destination and decision maker. Consider how these trends affect you.” Excerpt from: “Five Disruptive Forces Will Change the Meeting Industry Forever” by Graeme Codrington
  13. 13. Group/Conference Creative Strategies • Meeting programming, facilitation & branding as part of exclusive package • Events for/ strategy for meeting planners bloggers/writers (for ex. Please see: meetings.net, uniquevenues.com, wordpress/meetingplanners) • Recognize disruptions in sociographics, demographics and trends – be proactive in marketing by having program and language dedicated to diverse groups • Promotepaperless (mobile) meetings (meetings2go.mobi)
  14. 14. Group/Conference Creative Strategies • Affiliation and strength of partnership with alliances • Experiential events (planner & top clients golf outing and spa getaway) • Sustainability conferences • Opportunity for water-related conferences • Attract international /diverse groups • Content is king! Put it out there. Build credibility by publishing relevant content
  15. 15. Review & Recommend Kingsmill Resort Partnerships, Presence, Associations, Alliances • The highest volume purchaser in the meetings and event industry    • International business • Preferred listings • RFPs sent using HelmsBriscoe as the liaison between destinations and meeting planners HelmsBriscoe • Works with destinations and can list value offerings during special needs periods
  16. 16. Review & Recommend Kingsmill Resort Partnerships, Presence, Associations, Alliances • Highly used supplier network for meeting planners   • Complimentary basic listings • Destinations can upgrade account for priority in search results, more detailed profiles and pictures, and prime site location during searches
  17. 17. Review & Recommend Kingsmill Resort Partnerships, Presence, Associations, Alliances • Trusted association and organization • Provides destinations with a network of prominent meeting planners • Opportunities for events
  18. 18. Review & Recommend Kingsmill Resort Partnerships, Presence, Associations, Alliances • Web-based solution   • Allows meeting planners an effective and quick way to search for meeting destinations • Able to virtually send over proposals • Destinations working with StarCite are able to manage leads and communicate with potential clients with ease • Tracking tools
  19. 19. Review & Recommend Kingsmill Resort Partnerships, Presence, Associations, Alliances • One of the nation's top press wires • Allows for key word customization to have releases targeted to specific industries • Provides release tracking tools and metrics for social media
  20. 20. Awareness Marketing (Traditional & Non) Content and Consistency across Platforms is vital • Media Kits • Highly targeted direct mail • E-blasts / newsletters • Localized Trades • Videos – web and commercial • Press Releases, including multimedia news releases • Broadcast • National Industry and Consumer Trades print • Airport / mass transit
  21. 21. Online travel/search-based alliances • Travelocity • Priceline • Orbitz Expand reach/ demographic. Users are savvy (not cheap).
  22. 22. Online Media Search Advertising Online search engines and directories are the #1 place consumers go to research local products and services. Capitalize on local searches conducted for High-end Resorts in DC, Richmond, Philadelphia, Baltimore, Raleigh, Greensboro, NYC and Charlotte.  Positioned for maximum visibility on the most popular search engines like Google, Yahoo!, and Bing, as well as local online directories like Superpages, Citysearch and Local.com.
  23. 23. Online Media Display Advertising Reach the right audience at the right time with advertising targeted specifically to consumers whose online behaviors indicate interest in your products and services.  65%* of online consumers are more responsive to behaviorally targeted ads than to those that are contextually targeted. 
  24. 24. Online Media Awareness Display Advertising/ Facebook Ads Creating an interest in a product or service, realized in the form of a site visit, a search query and/or an online or offline purchase.  Maximum reach for your budget and a cost-effective way to build brand awareness across thousands of websites.
  25. 25. Online Media Social Media platforms Facebook, Twitter, Linkedin, Blogs, YouTube • Guidelines • Content • Creating Experts • Feedback • Tracking and Measuring
  26. 26. Build and capitalize on relationships with influencers: • Resort meeting planners/educational associations • Travel writers/bloggers • Golf, Spa, Lifestyle writers & associations Consider a Foundation? ReignMakers?
  27. 27. Event Sponsorship Opportunities • PGA/LGPA/AJGA • Blogger Camps • College of William & Mary Athletics Programs • Annual William & Mary Tennis Invitational • Williamsburg Boat Club • Chesapeake Bay Yacht Racing Association • Governor’s Cup Yacht Race
  28. 28. Mobile Web   It is estimated that by 2015 the web will be predominately accessed through mobile devices.   Attract clients through the mobile platform with easy to use interfaces: book reservations, check the weather, collect photos from vacations.   28% of individuals planning leisure travel used a mobile device. 46% of those individuals used a mobile device to find hotel information 62.1% used their mobile device to find restaurant information.  
  29. 29. Design Trends in Marketing/Advertising Materials Leisure Travels • Storytelling • Photo Dominance • Capture a Mood • Evoke a Feeling and Emotion • Essence of Luxury and Relaxation • Action Oriented
  30. 30. Design Trends in Marketing/Advertising Materials Group Travels - Meeting Planners • Clean, Crisp Feel • White Space • Organized Information • To the Point • An Attitude of "We Have You Covered" or "There's Nothing to Worry About"  • Green Meeting Emphasis • Checklists
  31. 31. Experience Design Experience design is the practice of designing products, services, events, and environments with a focus placed on the quality of the user experience. It is driven by moments of engagement or "touchpoints" between people and brands, and the ideas or emotions that these moments create. • Identify Existing "Touchpoints" • Gauge Users Experience • Maintain Brand Identity Across Traditional Mediums and day-to-day Interactions
  32. 32. Thoughts: independent or branded? Partnering with an established brand and the network it brings can mean competitive advantage Understand that Kingsmill has independent brand equity Best solution is partnering and maintaining identity I Benefits may include instant boost to presence online/through reservation systems, with meeting An X Exclusive Partner planners and accelerant to international presence and credibility
  33. 33. Listen.Think.Do. Questions for Executive Marketing/Development Team from the Thinkers: Explain the relationship between members & guests. Where can trust be improved? Are your employees your biggest brand champions? Do they drink the koolaid? How do you currently market to both the leisure and group markets? Are you open to branding a culture as well as a destination? Are members utilized as referral sources for both group & leisure? What is pushing the rebrand? Timing? Negative feedback? Desire for broader appeal? In terms of your current marketing program - what's working best? What seems to have the lowest ROI? Thank you for the opportunity to meet with you today, it really is an honor. Please visit www.discoverkingsmillresort.com To view and review the thoughts and ideas in this presentation

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