element hotels<br />marketing campaign 2012<br />
Introduction<br />What is Element?<br /><ul><li> Hotel Chain under the Starwood Brand
 Focus on Lifestyle and Eco-Friendliness
 First-Mover Hotel in Green Practices
 Leadership in Energy and Environmental Design (LEED)</li></ul>Where is it Going?<br /><ul><li>Operations began in 2008
Nine Operational Locations, with Two Under Construction
 Goal of 80+ Hotels</li></li></ul><li>research<br />
Research<br />Site Visit<br />Personal Interview<br />Alfonso Blanchett<br />Key Takeaways<br /><ul><li> 90% full on weekdays
 60% full on weekends</li></li></ul><li>Research<br />Marketing Materials<br />Key Takeaways:<br /><ul><li> Element is an ...
‘Rise’ for breakfast
‘Relax’ in the natural outdoor havens
‘Restore’ with the healthy-food pantry
 Find ‘Resource’(s) in the office work-space area
 Get in the ‘Motion’ at the 24-hr gym
 ‘Splash’ into the saltwater pool
 Element does not focus on being green</li></li></ul><li>Research<br />Consumer Survey<br />Survey Responses<br /><ul><li>...
Houston Area Residents
81% Bachelor degree or higher</li></ul>Key Takeaways<br /><ul><li>17% require extended stay hotel services
Less than 2% have stayed at an Element
Green factors of mixed importance
Natural design and healthy living important
Internet and loyalty programs are the most common influences on purchase</li></li></ul><li>Research<br />Web Presence<br /...
Review websites
Green Associations
Online Travel Agencies (OTAs)
Social Media
Element Website</li></ul>Key Takeaways<br /><ul><li>Web presence is good, but not great
Element has raving fans, but does not feature them</li></li></ul><li>SWOT & Objectives<br />
Strategic Analysis: Competitive Landscape and Environment <br />Porter’s Forces: Strategic Emphasis<br /><ul><li> Industry...
New Entrants  - Inevitable – Fend them off
 Supplier Power – Evolving
 Customer Power – Evolving
 Substitution – No True substitution for “green” provider, but many for “extended stay”</li></li></ul><li>Strategic Analys...
Strategic Analysis: Competitive Landscape and Environment <br />P.E.S.T. Assessment - Key Points:<br />
Strategic Analysis: SWOT Evaluation<br />       * Awareness <br />Accessibility<br />Limited locations<br />* Market Prese...
Objectives – Emphasis Areas for Tactic Development <br /><ul><li>IncreaseElement Awareness
  Public - Educate and communicate green concepts and practices
  Communities – Current and Emerging locations
  Brand building – Current and Emerging markets
Business Travel Maintenance
  Maintain/Extend Occupancy Performance
Increase Weekend Occupancy
   Target: + 15% increase in occupancy rate (currently averaging 60%)
Increase Developmental Interest
 Franchisees
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Element Hotels

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My team chose Element Hotels as our marketing campaign for the Integrated Marketing Communications class.

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  • I am thinking about printing the ‘brand book’ (not really a brand book, more of a marketing material) and passing it around at this point, and speaking to it.
  • Thank you, Brandee. We identified Element’s three distinct target customer segments and each group has different desires. How do we reach out to our target audience? Digital Marketing provides one answer. It is most effective because of its ability to reach most people with the lowest cost per person. Digital marketing is like a tree for this campaign. Picture those tree branches… they could reach out to millions including the three target groups. Also, the Internet is the place where travelers look for travel needs like hotels and flights.
  • A 2006 global consumersurvey stated 94% of travel purchases are done online. 56% of customers used the Internet as their primary research tool for making travel arrangements. Oursurvey shows parallel results thatInternet was their preferable way of receiving information.We have identified 3 major channels for delivering messages on the Internet.First, of course, Element’s own website.We propose Three FT staff to monitor web communication to make sure it’s interactive with guests. Second, OTA’s like orbitz, cheaphotels.com, priceline, Element should place banner ads and get on the “featured hotel” list to gain exposure. Finally, since Element is a LEED certified hotel, it should be featured on the Green Hotel Association. Most of us have used Yelp, Tripadvisor and Citysearch for reading reviews from other users, we found that Element is currently rank #3 out of 423 hotels in Houston on Tripadvisor.
  • How can we ignore the power of social media in the 21st century.FB: Element already has an existing page on FB but all 9 locations share this common site. In order to get more visitors to the page, we will run a promotion. During this promotion, a guest who leaves comment on the FB page will be rewarded with a coupon towards the next stay. We’ll train the front desk staff to remind guests about this promotion. Twitter: Element will use Twitter for announcing interesting happenings related to “anything green”. For example, you could tweet abt eco-friendly outfit in the Disco Green fashion show last week in Discovery Green. A guest will earn a smoothie in Relax when he tweets three times during his stay, so there goes the name of Threet. YouTube: Guests can enter a contest for a free weekend stay by submitting their experience during their visit in any Element. The video theme should reveal how they promoted sustainable practices such as recycling and maybe even about using the half flush commode feature…Now that we have talked about how Digital Marketing can branch out to a large number of people, Tyler will discuss our “leaves” section…. like leaves falling from the tree.
  • Element Hotels

    1. 1. element hotels<br />marketing campaign 2012<br />
    2. 2. Introduction<br />What is Element?<br /><ul><li> Hotel Chain under the Starwood Brand
    3. 3. Focus on Lifestyle and Eco-Friendliness
    4. 4. First-Mover Hotel in Green Practices
    5. 5. Leadership in Energy and Environmental Design (LEED)</li></ul>Where is it Going?<br /><ul><li>Operations began in 2008
    6. 6. Nine Operational Locations, with Two Under Construction
    7. 7. Goal of 80+ Hotels</li></li></ul><li>research<br />
    8. 8. Research<br />Site Visit<br />Personal Interview<br />Alfonso Blanchett<br />Key Takeaways<br /><ul><li> 90% full on weekdays
    9. 9. 60% full on weekends</li></li></ul><li>Research<br />Marketing Materials<br />Key Takeaways:<br /><ul><li> Element is an experience:
    10. 10. ‘Rise’ for breakfast
    11. 11. ‘Relax’ in the natural outdoor havens
    12. 12. ‘Restore’ with the healthy-food pantry
    13. 13. Find ‘Resource’(s) in the office work-space area
    14. 14. Get in the ‘Motion’ at the 24-hr gym
    15. 15. ‘Splash’ into the saltwater pool
    16. 16. Element does not focus on being green</li></li></ul><li>Research<br />Consumer Survey<br />Survey Responses<br /><ul><li>89 Respondents
    17. 17. Houston Area Residents
    18. 18. 81% Bachelor degree or higher</li></ul>Key Takeaways<br /><ul><li>17% require extended stay hotel services
    19. 19. Less than 2% have stayed at an Element
    20. 20. Green factors of mixed importance
    21. 21. Natural design and healthy living important
    22. 22. Internet and loyalty programs are the most common influences on purchase</li></li></ul><li>Research<br />Web Presence<br />Sites reviewed<br /><ul><li>Google/Bing
    23. 23. Review websites
    24. 24. Green Associations
    25. 25. Online Travel Agencies (OTAs)
    26. 26. Social Media
    27. 27. Element Website</li></ul>Key Takeaways<br /><ul><li>Web presence is good, but not great
    28. 28. Element has raving fans, but does not feature them</li></li></ul><li>SWOT & Objectives<br />
    29. 29. Strategic Analysis: Competitive Landscape and Environment <br />Porter’s Forces: Strategic Emphasis<br /><ul><li> Industry Competition – Currently Negligible (specific)
    30. 30. New Entrants - Inevitable – Fend them off
    31. 31. Supplier Power – Evolving
    32. 32. Customer Power – Evolving
    33. 33. Substitution – No True substitution for “green” provider, but many for “extended stay”</li></li></ul><li>Strategic Analysis: Customer Groups<br />Customer Groups<br />Green<br />Escapists & VFR traffic<br />Business<br />Customers<br />Potential<br />Franchisees<br />
    34. 34. Strategic Analysis: Competitive Landscape and Environment <br />P.E.S.T. Assessment - Key Points:<br />
    35. 35. Strategic Analysis: SWOT Evaluation<br /> * Awareness <br />Accessibility<br />Limited locations<br />* Market Presence<br />Industry Leadership<br />* Branding<br />W<br />S<br />T<br />O<br />Supply Chain<br />Extended Stay Hotels<br />Green partnerships<br />* New Entrants<br />* Green Movement<br />Proximity<br />
    36. 36. Objectives – Emphasis Areas for Tactic Development <br /><ul><li>IncreaseElement Awareness
    37. 37. Public - Educate and communicate green concepts and practices
    38. 38. Communities – Current and Emerging locations
    39. 39. Brand building – Current and Emerging markets
    40. 40. Business Travel Maintenance
    41. 41. Maintain/Extend Occupancy Performance
    42. 42. Increase Weekend Occupancy
    43. 43. Target: + 15% increase in occupancy rate (currently averaging 60%)
    44. 44. Increase Developmental Interest
    45. 45. Franchisees
    46. 46. Investors/Brokers
    47. 47. Position as “Thought Leader”
    48. 48. Within Green industry and more broadly with public</li></li></ul><li>‘Grass’GRASSROOTS MARKETING<br />Tradeshows, Events, Community Relations<br />
    49. 49. Community Relations<br /><ul><li>Community relations campaign will differ per location
    50. 50. Tactics include:</li></ul> - acquiring local knowledge<br /> - creating partnerships<br /> - establishing a local presence<br /><ul><li> Resources used will vary according to level of acceptance of green initiatives in the community</li></li></ul><li>Tradeshows, <br />Sponsorships & Events<br />Fresh Elements<br /><ul><li> Saturday Farmer’s Market in Element parking lot
    51. 51. Serves hotel guests and local community
    52. 52. Benefits…
    53. 53. Supports small local, organic farmer
    54. 54. Sustains local economy
    55. 55. Reduces environmental impact
    56. 56. Offers fresh organic produce at affordable price
    57. 57. Element’s recognition in the community</li></li></ul><li>Tradeshows, <br />Sponsorships & Events<br /><ul><li>Tradeshows can be effective in gaining B2B sales leads, creating alliances with green suppliers and reaching out to prospective developers & franchisees
    58. 58. Sponsoring and creating events can effectively build and positively position brand image
    59. 59. Element still in growth phase since inception in 2006
    60. 60. In 2008, 80 properties were projected by 2012; by August 2011, only 10 hotels will be in operation</li></li></ul><li>Tradeshows, <br />Sponsorships & Events<br />Global Travel & Tourism Summit – The Aria, Las Vegas<br /><ul><li> The foremost gathering of travel & tourism leaders in the world
    61. 61. Attracts influential business leaders in tour, travel and commercial development
    62. 62. Frits van Paasschen, Pres & CEO of Starwood Hotels one of featured panel speakers
    63. 63. “Powering Sustainable Growth” – the business benefits of sustainability and the ‘green economy’</li></li></ul><li>Tradeshows, <br />Sponsorships & Events<br />Meeting Professionals International (MPI)<br /><ul><li>MPI – professional member organization comprised of corporate, association and independent meeting planners
    64. 64. World Education Congress (WEC) 2011 – largest industry conference; four day conference to be held in Orlando, FL
    65. 65. Sponsorship of select events gives Element ample promotion on marketing material and highlights brand on tradeshow floor throughout the conference</li></li></ul><li>Tradeshows, <br />Sponsorships & Events<br />Market Square (MPI)<br /><ul><li> A central area on tradeshow floor for companies to meet with clients and gain added brand exposure
    66. 66. Element will showcase a 20x20 central meeting area featuring café seating and laptops on a raised platform; an enclosed waiting area with two loveseats and 2- 42” plasma TVs
    67. 67. Area will be replicated after Element’s signature Resolve meeting area and Resource business centers
    68. 68. Element Hotel reps will be on hand to speak with planners about Element concept, guest experience and Sustainable Meetings Program</li></li></ul><li>Tradeshows, <br />Sponsorships & Events<br /><ul><li>Enclosed waiting area offers attendees relaxing ‘getaway’ from busy trade show floor while waiting on appt
    69. 69. Keeping green by using laptops to present material to attendees and branded flash drives will contain all promo material on Element brand
    70. 70. Element area will be constructed from all recycled and reused materials</li></li></ul><li>Tradeshows, <br />Sponsorships & Events<br />MPI Rise Awards<br /><ul><li>Element will host the 2011 MPI Rise Awards Brunch at The Westin Imagine Orlando, their parent Starwood property
    71. 71. An area to be staged like Rise, Element’s signature breakfast bar from décor to menu
    72. 72. Guests shuttled from Orlando Convention Center to Westin via all-electric Nissan Leafs
    73. 73. Reusable gifts bags with a stainless steel beverage container, organic cotton workout towel and the Element promo flash drive; all items to be embossed with Element logo</li></li></ul><li>‘Tree’HOW WE’RE ‘BRANCHING OUT’<br />Digital Marketing<br />
    74. 74. Digital Marketing<br />
    75. 75. Digital Marketing<br />
    76. 76. Digital Marketing<br />Social Media<br />
    77. 77. ‘Leaves’DISTRIBUTABLES & PERCEPTIONS YOU’RE LEFT WITH<br />Branding, Sales Promotion, Print/Outdoor Media, PR<br />
    78. 78. Sales Promo<br />Analysis:<br /><ul><li>Loyalty programs can heavily influence decisions
    79. 79. Many ‘pricing’ promotions already exist
    80. 80. Can be used to support branding
    81. 81. “42.20 Off” discount coupons on Earth Day
    82. 82. Double SPG Points – April, July, August
    83. 83. Branded Seed infused leaves
    84. 84. Branded Bamboo flash drives with educational materials
    85. 85. No additional pricing promotions</li></li></ul><li>Branding<br />Brand Analysis<br /><ul><li> Current branding
    86. 86. ‘experience branding’
    87. 87. Weaknesses</li></li></ul><li>Branding<br />Analysis:<br />Status Quo: <br />While brand identity, character, and essence is ‘green through and through’ based on internal marketing and developer marketing materials....<br />Role as a pioneer for the green movement in the hospitality industry to customers is completely underplayed and in many instances ‘hidden’.<br />Without green movement, no clear differentiator, overlap with other brands.<br />
    88. 88. Branding<br />Messaging:<br />Should we go negative? Or positive?<br />
    89. 89. Branding<br /><ul><li>Negativebranding / guilt is risky – what if they still don’t value the movement?
    90. 90. Positive branding matches Element’s character, although “Go green” campaign isn’t enough.
    91. 91. Could alienate business demographic
    92. 92. Although educated, don’t understand all aspects of the green movement</li></ul>Adjusted Branding Concept:<br />“Be a Steward of the environment without trying” <br /><ul><li>First address their needs
    93. 93. Second address the differentiators (both lifestyle & green)
    94. 94. Third strategies/tactics to support brand messaging</li></li></ul><li>Outdoor/Print Media<br /> Analysis:<br /><ul><li>Limited business journal advertising
    95. 95. Obscure locations
    96. 96. Low awareness (survey)
    97. 97. Travel Publication Ads
    98. 98. Airport & Mall Banner Stands
    99. 99. Mock-Up Room
    100. 100. Billboard</li></ul>Be a steward of the environment without trying.<br />
    101. 101. Outdoor/Print Media<br />Live Music!Next exit, Element Hotel<br />Be a steward of the environment without trying.<br />STAY AT ELEMENT HOTEL. NEXT EXIT.<br />
    102. 102. Be a steward of the environment without trying.<br />
    103. 103.
    104. 104.
    105. 105.
    106. 106. Public Relations<br /><ul><li>Investor Relations – Shareholder Report Letter from SPG Database
    107. 107. All Expenses Paid “Citizen Journalist Weekends”
    108. 108. 80 Strategically selected journalists (e.g. treehunger.com, ecofriend.com)
    109. 109. Eco-Skies Airfare
    110. 110. ‘Debra Duncan’ Media Plug on Earth Day with green “thought leaders”
    111. 111. On location at ‘Relax’
    112. 112. Repeated in 8 other markets
    113. 113. Green ‘Savings Receipt’
    114. 114. Tom’s Partnership – 3000 Green Motif Shoes for employees and community volunteers for ‘charity walks’ and volunteer events</li></li></ul><li>Public Relations<br />
    115. 115. Budget & Conclusion<br />
    116. 116. Budget<br />
    117. 117. Budget<br />Total Marketing Budget<br /> $2,899,20.00<br />
    118. 118. Budget<br />Timing of Expenditures<br />Marketing Expenses will be Equally <br />Distributed Throughout the Year<br />Exceptions:<br /><ul><li> Meeting Professionals International (MPI) – June, July, & August
    119. 119. Progreen – February
    120. 120. International Hotel Expo – November
    121. 121. Watches & Totes – February, May, & November
    122. 122. Public Relations, Print Media, & Outdoors – Beginning of the year
    123. 123. April – Earth Day</li></li></ul><li>Conclusion<br />Objectives<br /><ul><li> Maintain business traffic at existing locations
    124. 124. Increase weekend occupancy at existing locations system-wide by 15%
    125. 125. Educate and communicate green concepts and practices to the public
    126. 126. Develop awareness in communities where Element has hotels
    127. 127. Position Element as a thought leader in the Green community
    128. 128. Build brand awareness to grow into emerging markets
    129. 129. Encourage development by franchisees, investors, and/or brokers</li>

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