2. 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
3. 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
4. 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
6. 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.
7. ....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.
8. Meeting Kingsmill Resorts growth objectives
Through strategy, design, and internal/external brand
development & marketing
9. 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.
10. 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.
11. 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
12. • 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
13. 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
14. 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)
15. 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
16. 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
17. 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
18. Review & Recommend Kingsmill
Resort Partnerships, Presence,
Associations, Alliances
• Trusted association and organization
• Provides destinations with a network
of prominent meeting planners
• Opportunities for events
19. 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
20. 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
21. 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
23. 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.
24. 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.
25. 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.
26. Online Media
Social Media platforms
Facebook, Twitter, Linkedin, Blogs, YouTube
• Guidelines
• Content
• Creating Experts
• Feedback
• Tracking and Measuring
27. Build and capitalize on relationships
with influencers:
• Resort meeting planners/educational associations
• Travel writers/bloggers
• Golf, Spa, Lifestyle writers & associations
Consider a Foundation?
ReignMakers?
28. 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
29. 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.
30. 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
31. 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
32. 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
33. 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
34. 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
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