1. Director of Sales & Marketing 2016
Goals, Objectives and Action Plans
Goals
To meet and exceed propertyspecific,measurable revenue goals through
organized, thoughtful, and always current sales and marketing strategies
and action plans customized to the needs of The Kenilworth and the
current market. Goals are measured weekly, monthly and annually.
Objectives
 Annual Action Plan
 Bi-annual Email Campaign (Databases)
 Sales Blitzes & Tradeshows
 Attended and participate is chamber of commerce’s,trade
associations & business networking events
 Cross selling with Galloping Hill Golf Course and other local
establishments & lead referrals
 Market Trending Analysis through reports and other competition
analysis including comprehensive studies of competitor’s
occupancies and rates on a regular basis.
 Consistentmonitoring of past and present guest patterns
 Developing new inventive, promotional opportunities and look to
increase usage of our loyalty/affinity program (Stash)
 Identificationof cross selling opportunities with Access Hospitality
managed properties
 Focusing on specificsales efforts based on travel trends in local,
regional and national markets respectively
 Exposure on a Regional and National Levelwith organizations such
as ABA, HSMAI, MPI, GBTA,ASTA,etc. Updates job knowledge by
participating in educational opportunities; reading professional
publications; maintaining personal networks
 Sales and Marketing objectives by recruiting interns, training staff,
assigning, scheduling, coaching, counseling, and disciplining
employees;communicating job expectations;planning, monitoring,
and reviewing job contributions; enforcing policies and procedures.

2.  Meeting sales financial objectives; help in preparing an annual
budget; monthly report, scheduling expenditures;analyzing
variances; initiating corrective actions.
 Planning, developing,implementing,and evaluating advertising,
merchandising, and trade promotionprograms.
 Sustains rapport with key accounts by making periodic visits;
exploring specificneeds;anticipating new opportunities.
Action Steps
• Self-Generated Sales Leads – To find new business through local
and nation publications, attending chamber & trade associations
meetings,business networking events, etc. Obtain and use lists such
as…Membership data bases, New Jerseyand NYC events calendar,
Top 50 companies,Manufacturer’s list, etc.
 Growth & Key Accounts – Determine exactly how to continue to grow
our top accounts (Merck, Bed Bath & Beyond, Martin Bencher, etc.).
Build action plans to increase revenue from producing accounts. Call
frequent to American Express,L&L Travel, API and Bookmygroup for
hotel need periods.
 New Accounts - Target corporate accounts to identify accounts
belonging to competitors and pursue to sign to a corporate rates
agreement.
 Target Segments - Increase leisure business through travel agency
visits, contacting leisure and 3rd
party planners, etc., wedding groups,
college athletic teams, alumni groups, tour operators/motorcoach
planners, meeting professionals,local event planners, funeral homes.
car rentals, delivery companies,
 Airport Segment – Attend Station Managers monthly meeting, pursue
rates agreements with airlines station managers and outside vendors
at Newark Liberty International Airport, seek airline crew business
and distressed passenger’s opportunities.
 Incoming business: Return phone calls within 24 hours. Add client
information into STS. Keep active corporate and leisure files.
 Sales Blitz – Corporate (ie. Comcast,Grant Thornton, Citibank,
BearingPoint, EisnerAmperNew Jersey,Hess Corporation, First

3. Energy, Rutgers University, Seton Hall University) Travel Companies,
(attend and exhibit) Tour and Travel Trade Shows, wedding
consumershows, shopping malls (tourism Departments),reader
boards,AAA/AARP offices,car dealerships,religious establishments,
banking centers,real estate offices/relocationoffices, etc.