5. 5
6 About the Agency
7 Executive Summary
8 Situation Analysis
9 Competitor Analysis
10 SWOT Analysis
12 Secondary Research
113 Objectives
14 Target Audience
16 Strategies
17 Tactics
26 Evaluation
27 Timetable
28 Budget
3030 Meet The 6
Page
Table of Contents
6. The 6 Public Relations is a full service public relations agency composed
of six young and innovative professionals located in the 607: Ithaca, New
York.The 6, strives to produce public relations tactics and campaigns to
promote companies, organizations and small businesses throughout the
Ithaca area. Keeping our clients’ end goals in mind is The 6’s primary goal.
We pride ourselves in valuing our clients’ needs by providing promotional
and personalized public relations skills. The 6, accomplishes this by
obtainingobtaining primary and secondary research, determining the current
situation as well as an exclusive situation analysis, and then finally, forming
a suitable public relations campaign. The 6 is able to transform these visions
into a reality, while keeping our clients’ vision in mind.
6
About The Agency
7. The Coddington Guest House, located in the heart
of Ithaca, NY, is a local bed and breakfast and
vacation rental.The guest house is an easy walk to
the Ithaca Commons and Collegetown. It is also a
short drive to multiple gorges and Cayuga Lake.
TheThe 6 is thrilled to have the opportunity to promote
and represent the Coddington Guest House to
prospective vacationers and bed and breakfast
lovers. We will expand the Coddington Guest
House’s image by positioning it in a new and original
light that will attract visitors from across the globe.
Our goals include increasing followers on social
media,media, decreasing vacancies throughout the year
and repositioning the Coddington Guest House
during the “off season” months.
The 6 would like to thank the Coddington Guest
House owner, Denice Karamardian, for giving us the
opportunity to tour the Coddington Guest House
and create a public relations plan.
Sincerely,
The 6
7
Executive Summary
8. The Coddington Guest House has four suites,
and serves a full breakfast to each of its guests.
The fares are unbeatable and accommodations
are flexible. If you are traveling to Ithaca for a
college graduation, a family reunion or a
weekend of exploration, the Coddington Guestweekend of exploration, the Coddington Guest
House can offer you the quality, convenience
and most importantly, the complete Ithaca
experience you desire.
Situation Analysis
8
Current Situation
The Coddington Guest House has captured the
hearts of hundreds of guests since its grand
opening that occurred at the beginning of the
millennium. Known for its convenience,
comfort, and connection to the Ithaca
community, this B&B provides its guests with
the true Ithaca experience. Not only is it
locatedlocated directly at the heart of the City of
Ithaca, but also, it is walking distance from
Ithaca’s Downtown Commons and unique
shops. The breathtaking views of Cayuga Lake,
numerous gorges in the area and the
connection to both Cornell University and
Ithaca College, results in the Coddington
GuestGuest House being the perfect location for
you to stay.
9. Competitor Analysis
9
Air BnB Country Inn and Suites
Positives:Positives: complimentary breakfast buffet;
near Cornell University and Ithaca College;
convenient location; comfortable rooms; 4/5
Stars on TripAdvisor based on 214 traveler
reviews;ranked # 5 out of 19 hotels in -Ithaca;
82% of travelers recommend; mostly
recommended for families
Price: varies depending on the weekend,
for this weekend the lowest nightly rate
is $177
Location: varies with convenience
Negatives: lacks the full Ithaca experience; not
walking distance from downtown Ithaca; less
personal experience
Positives: choice of location that suits your
travel purpose; can rent a room, or an entire
house; less expensive (per person); experience
Ithaca like a local”; many price points; “Easiest
way for people to monetize their extra space
and showcase it to an audience of millions”; over
25 million guests
Negatives: lack of security because anyone can
post a listing; lack of privacy; minimal
regulations
Price: $40-$170 depending on the
place/how many rooms/entire house
10. Swot Analysis
To better assess the Coddington Guest House’s
current situation, a SWOT analysis was conducted to
identify the internal strengths and weaknesses, as well
as the external opportunities and threats.
TheThe Coddington Guest Houses’ biggest strength is the
true Ithaca Experience that it supplies to each and
everyone of its guests. While there are numerous other
locations in Ithaca to spend the night, none of them
possess the same history, convenience, and personal
services the Coddington Guest House offers. Anyone
who is searching for a unique and memorable
experienceexperience in Ithaca should reserve a suite in the
Coddington Guest House. There are multiple suite
options available, each of which provides guests with
the utmost levels of privacy. Furthermore, the
Coddington Guest House is a “home away from home”
because of the warmth and comfort that radiates from
the the host, who is an Ithaca native.
AA weakness of the Coddington Guest House is that
visitors may be unfamiliar with B&Bs as opposed to
their familiarity with chain hotels. Also, since Ithaca is a
relatively small city and is full of other lodging options,
the limited target audience also poses a weakness.
Another weakness includes the lack of modernity
within the house. The house is relatively outdated,
whichwhich makes it less compelling for people to stay when
given the option to reside in other hotels or bed and
breakfasts.
TheseThese strengths and weaknesses present the
Coddington Guest House with many opportunities to
continue to grow while also remaining profitable.
Primarily, social media use can be expanded. The
Coddington Guest House does have a website, as well
as a Facebook page, but is not on Twitter or Instagram.
Having an established page on TripAdvisor would be
beneficialbeneficial in addition to the reviews for the Coddington
Guest House. Posting quality pictures, guest reviews,
and information about the Coddington Guest House
would help familiarize potential guests with the features
and benefits of lodging.
With the growing undergraduate programs at Ithaca
College and Cornell Univeristy, the guest house has a
growing target audience. There are certain annual
events that occur on both campuses that attract many
parents, families, and friends to the number one college
town in America.
TheThe Coddington Guest House’s external threats
includes the competing hotels and other lodging
options. As the City of Ithaca grows in popularity, more
hotels, B&Bs, and vacation rentals are available.
Specifically, products that are more modern, and
private, and have a lower cost per stay are considered
strong competition for the Coddington Guest House.
WeWe have provided a visual outline of the Coddington
Guest House’s strengths, weaknesses, opportunities,
and threats on the next page.
10
11. Swot Analysis
-Convenience
-Location: Heart of Ithaca
-Personal services
-Experienced host native to Ithaca
-Privacy
-Multiple suites to choose from
-“A true home away from home”-“A true home away from home”
-Limited target audience
-More contemporary
lodging options
-Lack of familiarity
-Ithaca College and
Cornell University’s
growing
undergradraduate
programs
-Annual events that take-Annual events that take
place at both campuses
-#1 college town
-Competing lodging
options
-Opposition to B&Bs
-Trust
11
S w
O T
12. Secondary research was essential in order to determine
feasible objectives, strategies, and tactics that could be
utilized in our public relations campaign for the
Coddington Guest House.
TheThe Coddington Guest House focuses on attracting new
visitors, as well as establishing a strong base of repeat
visitors. According to guest reviews on TripAdvisor.com,
the Coddington Guest house is a “true home away from
home” and “exceeded all expectations.” Many of the
reviews on popular trip planning websites, such as Trip
Advisor and Yelp, reveal positive feedback from guest
visits.visits. One customer even said, “I have stayed in several
hotels/inns in Ithaca; there is nothing like this in the area
(possibly even the state).”
The main complaint from guests on TripAdvisor.com is
that the house is a little dated and has weak Wifi. Guests
acknowledged that the Coddington Guest House is an
older house, but they then went on to exclaim “the host
and breakfast more than made up for it.”
12
The B&B industry has an estimated worth of
$3.4 billion, but energy costs, (i.e. gas, fuel, oil)
as well as consumer spending are directly
related to the innkeepers ability to operate.
social media and other technological forces
play a significant role on where people decide
to stay.
We were able to analyze a few key
competitors that pose a significant threat to
the Coddington Guest House’s potential guest
base. We discovered that there were both
advantages and disadvantages to each of
these hotels and B&Bs.
ManyMany people traveling to Ithaca desire a less
commercial and more personalized visit.
There are many B&Bs in the area; the strong
connection to the community makes the
Coddington Guest House more desirable.
GivenGiven all of this useful information, The
Coddington Guest House has opportunities to
expand its business by not only functioning as
a B&B, but also a vacation rental. It is a quality
lodging option that receives excellent
feedback from guests. Now is the time to try
to attract new visitors, who will then become
repeatrepeat visitors and enable the Coddington
Guest House to remain operating and
prospering.
The Coddington Guest House provides important insight
that helps us better understand the industry trends for
B&Bs. Innkeeping.org reveals that on average, the
occupancy rates of B&Bs are about 43.7%, with an
average daily rate of $150. This results in $58 revenue per
available room. Typical B&Bs have between four and
eleven rooms, with an average size of 5,700 square feet.
72%72% of Inn owners are couples, 18% are individual
females, and 5% are individual males. The remaining 5% of
B&B owners are non-couple partnerships.
Secondary Research
13. Objectives
The Coddington Guest is lacking in the social media realm. In today’s
day and age, gaining followers and likes on social media outlets such
as Instagram, Facebook, and Twitter can lead to increased publicity.
Increase followers and likes on social media.
Decrease vacancies throughout the year by 30%.
Increasing awareness for the Coddington Guest House is extremely crucial to
decreasing vacancies and increasing occupencies.
Depending on the time of the year, B&Bs are more popular than a Vacation Rental
home and vice versa. We will reposition the Coddington Guest House to accomodate
the fluctuating trends of its prospective target audience.
The public relations plan for the Coddington Guest House
is designed to achieve the following objectives:
Educate target audiences about the Coddington Guest House.
Many people are unaware of the benefits of staying at the Coddington Guest House
because they are unfamiliar with this type of lodging option. The Six plans to
strategize by informing the public about the many advantages of staying at a B&B in
Ithaca, New York.
13
Reposition from a Bed and Breakfast to a Vacation Rental Home
during the ‘off season’.
14. Target Audience
Our target audience is projected to change on a
seasonal basis. From December through the end of
March, the Coddington House will be shut down. Though
closed, we will actively promote the Coddington House
as a vacation rental, in preparation for the spring and
summer seasons. Advertisements will be directed at our
target audience, consisting of vacationers, families,
andand tourists –those most likely to be in the market for a
vacation rental style venue. As summer winds down, we
will begin to promote the Coddington House as a B&B.
Our primary audience will consist of college students
and parents of those enrolled at Cornell and Ithaca. In
the past, the Coddington House has received a
substantial amount of business from prospective
students, as well as visiting families. We understand that
from the end of August through November, there are
many activities and events taking place on both
campuses.campuses. Students and parents are looking for
convenient, local lodging, typically for 2-3 days at a
time. Regardless of the season, our goal is to attract
people that will likely return to the Coddington House for
future business.
14
15. Adam and Patricia are fresh retirees
from New Jersey. With so much free
time, the couple is looking to feed
their passion for hiking and the
outdoors. Their neighbors have told
them great things about the gorges in
Ithaca. Adam and Patricia are eager to
experience the beautiful gorges andexperience the beautiful gorges and
surrounding areas for themselves.
Since they aren’t pressed for time,
they would like to spend about two
weeks in Ithaca frequenting the
farmer’s market, boating on Cayuga
Lake, and taking part in various wine
tours. The couple is not fond of thetours. The couple is not fond of the
hotel scene, and would like a quieter,
more relaxing place to stay. They
expect to have a fair amount of
downtime in the mornings and
evenings, so privacy, a kitchen, and a
lot of space are essential.
15
Tom and Beth are planning a
week-long trip to Ithaca for a
4th of July family reunion.
They have three children,
ages five, seven, and nine.
Tom’s brother and his family
are coming up for the
reunionreunion as well. Rather than a
hotel, the families are looking
for a vacation rental house in
which they can mingle, have
cookouts, invite relatives
over, and just do their own
thing.
16. To use all relevant social media outlets to
create engagement with the Coddington
Guest House and their target audience.
To save money and maximize profits
by transitioning throughout the season.
It is important that people visiting Ithaca, NY know
about the Coddington Guest House before their
trip. We suggest partnerships with popular tourist
attractions in town as a way to fill more vacancies.
We are hoping that partnerships between Ithaca
attractions and the Coddington Guest House will
create returning customers.
To differentiate the Coddington Guest
House from other hotels, vacation rentals,
and Bed & Breakfasts in Ithaca.
Strategies
The Coddington Guest House will benefit from
using social media and SEO effectively. This is the
best way to reach the target audience. The target
audience will have the opportunity to learn about
Ithaca and see the beautiful grounds of the
Coddington Guest House.
It is crucial that we differentiate the Coddington Guest
House from any competition. Staying at the Coddington
Guest House allows for a true Ithaca experience that is
difficult to find anywhere else. We want to promote this
idea of the true Ithaca experience on travel websites and
social media. This will appeal to visitors who want to be
close to Downtown Ithaca and to several restaurants and
shops that are unique to the city.shops that are unique to the city.
Based on the current and past trends with the
amount of business the Coddington Guest
House receives, we want to find a way to
maximize profits. In order to do this, we will
transition the Coddington Guest House from
a bed and breakfast to a vacation rental
depending on the season. We also decided to
closeclose down part of the year when business is
slow in order to save money.
16
17. TacticsTactics
Strategy 1 To use all relevant social media outlets to create engagement with the
Coddington Guest House and their target audience.
The Coddington Guest House prides itself in
their beautiful views overlooking Cayuga
Lake and the City of Ithaca. The best way to
promote these views and what is happening
inside the guest house is through Instagram.
We suggest that the Instagram page should
be updated at least twice a week to promote
thethe Coddington Guest House as well as sur-
rounding activities going on in Ithaca that
could lure people in.
By giving people the inside look of the
“Ithaca experience” and the rooms the guest
house offers, the target audience will be able
to imagine their stay and the tourist
opportunities they will have when visiting
Ithaca.
17
We suggest that the Coddington Guest
House update their Twitter and Facebook
page on a daily basis. Everyday there should
be a short post in regard to the weather, what
is happening in Ithaca and what is happening
at the guest house.
20. Strategy 2
TacticsTactics
To differentiate the Coddington Guest House from other hotels,
vacation rentals, and Bed & Breakfasts in Ithaca.
20
TheThe Coddington Guest House has several appealing qualities that makes it
stand out. The owner, Denice Karamardian, has a great deal of knowledge
about Ithaca. She grew up in Ithaca and has spent most of her life there. Her
knowledge of Ithaca differentiates the Coddington Guest House because
she can provide her guests with a true Ithaca experience so that guests can
live like a local. She knows the best restaurants and places to visit and can
give the best recommendations to guests. We have provided an example of
a rack card that could be distributed throughout the Ithaca area.a rack card that could be distributed throughout the Ithaca area.
The Coddington Guest House has similar rates compared to other B&Bs in
Ithaca, but the history of the Coddington Guest House is unique. The
Coddington Guest House is very different from hotels because it is much
more personal. Denise cooks a great breakfast every morning for her
guests and cares about her guests. The overall experience you receive at
the Coddington Guest House reflects the true Ithaca experience that is
difficult to find elsewhere
21. The Coddington
Guest House
130 Coddington Road
Ithaca, NY 14850
607-275-0021
Visit us at: thecoddington.com
The Capalongo Suite
The Centini Suite
The Lighthouse Suite
The Dublin House
21
like a local
Entertainment
Cinemapolis
Cornell Cinema
Hangar Theatre
State Theatre
Kitchen Theatre
Food
Agava
Collegetown Bagels
Emmy’s Oganics
Finger Lakes Fresh Food Hub
Gimme! Coffee
GreenGreenStar Natural Foods Market
Ithaca Bakery
Moosewood Restaurant
Purity Ice Cream
The Piggery
Oasis Natural Grocery
Maxie’s Supper Club and Oyster Bar
Reuse
Finger Lakes Reuse
Tompkins County Solid Waste
Spirits and Wines
6 Mile Creek Winery
Bellwether Hard Cider
Red Feet Wine Market
Sparrow’s Wine Legend
Local Attractions
Tactics: Rack Card
22. Tactics
Strategy 3 To save money and maximize profits by
transitioning throughout the season.
22
In order to maximize profits, we decided to transition the Coddington Guest
House depending on the season. From April until mid-August, the Coddington
Guest House will be turned into a vacation rental. This will attract a new
audience and create more business in the summer.
FromFrom mid-August until November, the Coddington Guest House will go back
to being a B&B in order to attract the high amount of business received during
those months due to college events. Many college students and their families
stay at the Coddington Guest House during these months, so this will help
maximize profits.
SinceSince the Coddington Guest House receives minimal business during the
winter months, we decided it would be best to close down from December
until March. This will save a lot of money from plowing costs, heating, and
other expensive finances in the winter months.
23. 23
We have created a reference chart differentiating each month whether the
Coddington Guest House will be a vacation rental, a B&B, or closed.
Closed for seasonal preparationB&B
24. 24
Tactics
Strategy 4
TheThe Apple Harvest Festival takes place the
first week in October. Apple Fest attracts
over 30,000 people; many of them are
tourists and parents of students at the
neighboring institutions. Chili Fest is also a
very popular tourist attraction and family
orientated event that would be very
beneficialbeneficial to the guest house. Chili fest
occurs the second weekend in February.
We suggest that the Coddington Guest
House has a booth to promote the
house.The guest house should hold a
raffle where the winner receives a
discounted stay.This will help sales and will
alsoalso promote the business through
word-of-mouth.
Apple Harvest Festival/Chili Festival
It is important that people visiting Ithaca, NY know about
the Coddington Guest House before their trip. We suggest
partnerships with popular tourist attractions in town as a
way to fill more vacancies. We are hoping that partnerships
between Ithaca attractions and the Coddington Guest
House will create returning customers.
25. Tactics
Strategy 4
The Cayuga Lake Wine Trail
25
The Cayuga Lake Wine Trail is the longest running
wine trail in New York and brings in many people,
especially tourists. A partnership with the wine trail
would be beneficial because it would allow for the
target audience to learn more about the guest house
when they are planning their trip to Ithaca. We
suggest that the Coddington Guest House become a
sponsorsponsor of their two largest events. The Wine & Herb
Festival takes place the last weekend in April and the
first weekend in May and The Holiday Shopping Spree
takes place the third weekend in November and the
first weekend in December. These are good
opportunities to get more business from customers
who are really trying to experience all that Ithaca has
to offer.to offer.
26. 26
Conversion of Clients From Sponsorships
We will track the increase in numbers of likes on Facebook, as well
as followers on both Twitter and Instagram. We hope to receive
feedback from clients on these social media platforms.
Receive feedback from clients regarding how they heard about the
Coddington Guest House.
We will compare the occupancy from previous years to the
year after this PR campaign has been implemented.
We will monitor the number of visits and the time spent on
the Coddington Guest House website.
Social Media Involvement
Website Traffic
Vacancies Per Month
Evaluation
27.
28. 28
The 6 was given a budget of $5,000. Above is an estimated pie chart of expenses if this public
relations campaign were to be implemented followed by a detailed budget description.
Budget
29. Custom designed 10’ x 10’ full
color tent to be used at local
festivals to gain attention from
tourists
Total: $800
Custom Tent
Rack Cards: $90
750 full color, double-sided rack cards
to be used at all promotional event
Raffle for Festivals: $300
50% a weekend stay for two people,
given away at two local festivals
Total: $390Total: $390
Budget
Application Fee: $20
Three Day Participation Fee: $175
Total: $195
Participation Fee: $200
Total: $200
Includes participation in two annual
events during the year
Estimated: $600
Targeted advertisement on the side of
webpage for months of March and August
Estimated: $700
TripAdvisor: $480 per year
VRBO: $350 per year
Vacation Rental: $200 per year
HomeAway: $350 per year
AirBnB: $100 host service fee
Total: $1,480
Travel Website Listing
Facebook Advertisement
Promotional Materials
Chili Fest
Website Updates
Estimated: $500
29
Campaign Total: $4,865
Cayuga Wine Trail Sponsorship
Apple Fest
30. Meet
30
Name: Rebecca Aronoff
Location: Westchester, NY
Year Built: 1995
Square Footage: 5’6”
School District:School District: Ithaca College,
Roy H. Park School of
Communications
Name: Haley Doran
Location: Norwalk, CT
Year Built: 1995
Square Footage: 5’4”
School District:School District: Ithaca College,
Roy H. Park School of
Communications
Houses For Sale:
Name: Brittany Asito
Location: Webster, NY
Year Built: 1994
Square Footage: 5’4”
School District: Ithaca College,
School of Business
31. Meet
31
Name: Nicole Haines
Location: Rochester, NY
Year Built: 1995
Square Footage: 5’4”
School District:School District: Ithaca College,
Roy H. Park School of
Communications
Name: Natalie Meyer
Location: Rochester, NY
Year Built: 1995
Square Footage: 5’4”
School District:School District: Ithaca College,
Roy H. Park School of
Communications
Name: Sarah Handler
Location: Cedar Knolls, NJ
Year Built: 1995
Square Footage: 5’3”
School District:School District: Ithaca College,
Roy H. Park School of
Communications
