Clark Currier Inn 2008-2009 Communications Plan Alana Avram Laura Belhumeur Yuhan Bien Trinette Faint Iris Hsiao Caren Tor...
Newburyport facts <ul><li>43 miles north of boston </li></ul><ul><li>North Shore neighbor </li></ul><ul><li>Upscale commun...
Coastal living & natural resources Newburyport facts
Fun things to do!
Local Businesses
Industry Overview <ul><li>Business and tourist travel </li></ul><ul><li>Dominated by  cultural and historic leisure travel...
Industry Overview <ul><li>2004: US B&B industry worth 3.4 billion </li></ul><ul><li>20,000 Inns  </li></ul><ul><li>Average...
Industry Pitfalls <ul><li>24/7 job </li></ul><ul><li>Lack of capital </li></ul><ul><li>Failure to market actively </li></u...
Consumer Analysis <ul><li>What matters to customers…… </li></ul>
Business Travelers  <ul><li>Age  25-64  </li></ul><ul><li>Married </li></ul><ul><li>Administrative, managerial and profess...
Current Trends GenXers Female business traveler Leisure during the trip
Competitor Analysis <ul><li>B&Bs </li></ul><ul><ul><li>The Essex Street Inn </li></ul></ul><ul><ul><li>The Greenleaf Inn <...
Competitor Analysis <ul><li>B&Bs </li></ul> X   X Online Reservation 24 5 suites 6 27(+10) 8 Number of Rooms $125-300 $...
Competitor Analysis <ul><li>B&Bs </li></ul>24-hour coffee and tea roo m <ul><li>Fully equipped kitchen </li></ul><ul><li>O...
Competitor Analysis <ul><li>Disadvantages </li></ul><ul><ul><li>Few technological amenities </li></ul></ul><ul><ul><li>Les...
SWOT Analysis <ul><li>Internal </li></ul><ul><li>Outdated décor </li></ul><ul><li>Website </li></ul><ul><li>No online rese...
SWOT Analysis <ul><li>External </li></ul><ul><li>Other B&Bs & hotels are also targeting business customers </li></ul><ul><...
Target Market <ul><li>75% Male, 40+ </li></ul><ul><li>25% Female, 45+ </li></ul><ul><li>Married </li></ul><ul><li>Children...
Target Market: Their Needs Alpha Moms Busy Dads
Target Market: The Solution
Objectives <ul><li>Enhance the inn’s brand image in the eyes of business travelers to increase occupancy.  </li></ul><ul><...
Brand Vision The Clark Currier Inn is an intimate, historic inn located in downtown Newburyport that provides guests with ...
Inn Recommendations
Communications Plan 2008
Online: Website Updates <ul><li>No primary navigation </li></ul><ul><li>Does not show brand essence </li></ul><ul><li>No o...
Online: Pay Per Call <ul><li>Implement 800 number through Google </li></ul><ul><li>Only pay per call received </li></ul>
Online: MOTT <ul><li>Partner with MOTT to feature CCI </li></ul><ul><li>Included in quarterly newsletter to Mass travelers...
Sales Promos Outreach to local businesses & Governor’s Academy                  
Sales Promos: Business Travelers <ul><li>2 night stay get 3rd night 10% off </li></ul><ul><li>Pay in full at booking for 1...
Sales Promos: Parents  <ul><li>Year-round rate 10% off for 2 night stays </li></ul><ul><li>Year-round rate 15% off for 3 n...
Welcome Home Program! <ul><li>Earn 10 points with each stay </li></ul><ul><li>Free weekend after 100 points </li></ul><ul>...
Welcome Home Program!
Direct Mail <ul><li>Target stakeholders at local businesses </li></ul><ul><li>Include in Governor’s Academy mailings </li>...
Direct Mail: For Businesses
Direct Mail: For GA Parents
Community Relations <ul><li>Private citizens </li></ul><ul><li>Local businesses </li></ul><ul><li>Large area companies </l...
CRM Program <ul><li>Imperative to enhance consumer experience </li></ul><ul><ul><li>Guest Request Form </li></ul></ul><ul>...
Communications Plan 2009
Teambuilding
Direct Mail <ul><li>Target businesses with small executive or HR team  </li></ul><ul><ul><li>Will appreciate atmosphere, r...
Public Relations
Budget: 2008 $500 Website Updates $7,084 2008 TOTAL $275 Postage $725 Card Costs $1,000 CRM Program $820 Postage $600 Prin...
Estimated Revenue: 2008 Anticipated Revenue $20,020 Low (Jan-May & Sept-Dec) $13,650 Average 2.5 Additional Rooms/Week Hig...
Budget: 2009 $300 Website Maintenance $7,299 2009 TOTAL $275 Postage $725 Card Costs $1,000 CRM Program $50 Postage $200 M...
Estimated Revenue: 2009 Anticipated Revenue $23,660 Low (Jan-May & Sept-Dec) $16,180 Average 3 Additional Rooms/Week High ...
Timeline: 2008
Timeline: 2009
Questions?
Thank You!
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Clark Currier Plan V2

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Clark Currier Plan V2

  1. 1. Clark Currier Inn 2008-2009 Communications Plan Alana Avram Laura Belhumeur Yuhan Bien Trinette Faint Iris Hsiao Caren Tortorici
  2. 2. Newburyport facts <ul><li>43 miles north of boston </li></ul><ul><li>North Shore neighbor </li></ul><ul><li>Upscale community </li></ul>
  3. 3. Coastal living & natural resources Newburyport facts
  4. 4. Fun things to do!
  5. 5. Local Businesses
  6. 6. Industry Overview <ul><li>Business and tourist travel </li></ul><ul><li>Dominated by cultural and historic leisure travelers who enjoy staying at unique or historic properties </li></ul><ul><li>Profits: efficient operations and marketing </li></ul><ul><li>Revenue: room fees (70%), food (15%), alcoholic drinks, and merchandise sales </li></ul><ul><li>Basic operations: sleeping accommodations, housekeeping, maintenance, and a variety of personal services </li></ul>
  7. 7. Industry Overview <ul><li>2004: US B&B industry worth 3.4 billion </li></ul><ul><li>20,000 Inns </li></ul><ul><li>Average occupancy rate: 41% </li></ul><ul><li>Average daily rate: $143.90 </li></ul><ul><li>93% of rooms with private bath </li></ul><ul><li>53% handle weddings: average of 7 weddings per year </li></ul>
  8. 8. Industry Pitfalls <ul><li>24/7 job </li></ul><ul><li>Lack of capital </li></ul><ul><li>Failure to market actively </li></ul><ul><li>Lacking service inclination </li></ul>
  9. 9. Consumer Analysis <ul><li>What matters to customers…… </li></ul>
  10. 10. Business Travelers <ul><li>Age 25-64 </li></ul><ul><li>Married </li></ul><ul><li>Administrative, managerial and professional jobs </li></ul><ul><li>Small group of business travelers take the majority of trips </li></ul>
  11. 11. Current Trends GenXers Female business traveler Leisure during the trip
  12. 12. Competitor Analysis <ul><li>B&Bs </li></ul><ul><ul><li>The Essex Street Inn </li></ul></ul><ul><ul><li>The Greenleaf Inn </li></ul></ul><ul><ul><li>The Compass Rose Inn </li></ul></ul><ul><ul><li>The Garrison Inn </li></ul></ul><ul><li>Hotels </li></ul><ul><ul><li>Best Western Merrimack Valley </li></ul></ul><ul><ul><li>Fairfield Inn by Marriott </li></ul></ul><ul><ul><li>Hampshire Inn & Conference Center </li></ul></ul>
  13. 13. Competitor Analysis <ul><li>B&Bs </li></ul> X   X Online Reservation 24 5 suites 6 27(+10) 8 Number of Rooms $125-300 $169-249 $125-300 $115-235 $95-185 Rates The Garrison Inn The Compass Rose Inn The Greenleaf Inn The Essex Street Inn The Clark Currier Inn
  14. 14. Competitor Analysis <ul><li>B&Bs </li></ul>24-hour coffee and tea roo m <ul><li>Fully equipped kitchen </li></ul><ul><li>O n-site laundry </li></ul><ul><li>TV with VCR and DVD playe r </li></ul>New conference center in Merrimack Valley Afternoon Tea Amenities <ul><li>Valet Laundry </li></ul><ul><li>Express check-in and check-out </li></ul><ul><li>Discounted gym passes </li></ul><ul><li>Packages: </li></ul><ul><li>cider and fresh pastry </li></ul><ul><li>the spa basket </li></ul><ul><li>flowers and chocolates </li></ul><ul><li>cider and cheese samp ler </li></ul>Special Requests The Garrison Inn The Greenleaf Inn The Essex Street Inn The Clark Currier Inn
  15. 15. Competitor Analysis <ul><li>Disadvantages </li></ul><ul><ul><li>Few technological amenities </li></ul></ul><ul><ul><li>Less exposure </li></ul></ul><ul><ul><li>Unfamiliarity </li></ul></ul><ul><li>Advantages </li></ul><ul><ul><li>Home-like atmosphere </li></ul></ul><ul><ul><li>Personalize services </li></ul></ul><ul><ul><li>Unique experience </li></ul></ul><ul><li>CCI vs. Hotels </li></ul>
  16. 16. SWOT Analysis <ul><li>Internal </li></ul><ul><li>Outdated décor </li></ul><ul><li>Website </li></ul><ul><li>No online reservation system </li></ul><ul><li>No in-house kitchen </li></ul><ul><li>No technology services </li></ul><ul><li>Run with the owner in mind, not the customer </li></ul><ul><li>Not utilizing area network </li></ul><ul><li>Limited exposure to target audience </li></ul><ul><li>Charming </li></ul><ul><li>Historic and artistic value </li></ul><ul><li>Nice Innkeeper </li></ul><ul><li>F avorable price </li></ul><ul><li>Location </li></ul><ul><li>Warm, homey, and romantic atmosphere </li></ul><ul><li>Cleanliness </li></ul><ul><li>Solid Newburyport network </li></ul><ul><li>Personal service </li></ul>Weaknesses Strengths
  17. 17. SWOT Analysis <ul><li>External </li></ul><ul><li>Other B&Bs & hotels are also targeting business customers </li></ul><ul><li>Airline and travel industry declination </li></ul><ul><li>Chain hotels cooperate with airlines to offer package deals </li></ul><ul><li>Business travelers are more familiar with chain hotels </li></ul><ul><li>Gen-Xers are the future business travelers </li></ul><ul><li>Target new guests </li></ul><ul><li>Increasing number of female travelers </li></ul><ul><li>Industrial Park </li></ul><ul><li>Business travelers also seek for leisure during the trip </li></ul><ul><li>Can compete with current B&Bs and Inns </li></ul><ul><li>Amenities are not the most important factor </li></ul>Threats Opportunities
  18. 18. Target Market <ul><li>75% Male, 40+ </li></ul><ul><li>25% Female, 45+ </li></ul><ul><li>Married </li></ul><ul><li>Children </li></ul><ul><li>Home-owners </li></ul><ul><li>HHI $58K </li></ul><ul><li>They Enjoy: </li></ul><ul><ul><li>History </li></ul></ul><ul><ul><li>Cultural Events </li></ul></ul><ul><ul><li>Traveling </li></ul></ul><ul><ul><li>Real estate </li></ul></ul><ul><ul><li>Antiques </li></ul></ul>
  19. 19. Target Market: Their Needs Alpha Moms Busy Dads
  20. 20. Target Market: The Solution
  21. 21. Objectives <ul><li>Enhance the inn’s brand image in the eyes of business travelers to increase occupancy. </li></ul><ul><li>Build the network of community contacts to utilize word of mouth advertising and referrals. </li></ul><ul><li>Develop brand loyalty and repeat customers. </li></ul>
  22. 22. Brand Vision The Clark Currier Inn is an intimate, historic inn located in downtown Newburyport that provides guests with personal service in a comfortable and friendly environment. With a charming and home-like atmosphere, The Clark Currier attracts business travelers and tourists for a great escape from their busy lives. Whether you’re on a fun-filled getaway with your loved one or a trip for business, Clark Currier is your home.
  23. 23. Inn Recommendations
  24. 24. Communications Plan 2008
  25. 25. Online: Website Updates <ul><li>No primary navigation </li></ul><ul><li>Does not show brand essence </li></ul><ul><li>No online reservation </li></ul><ul><li>Add primary navigation </li></ul><ul><ul><li>Optimal SEO </li></ul></ul><ul><li>Update imagery </li></ul><ul><li>Implement online reservations </li></ul>              
  26. 26. Online: Pay Per Call <ul><li>Implement 800 number through Google </li></ul><ul><li>Only pay per call received </li></ul>
  27. 27. Online: MOTT <ul><li>Partner with MOTT to feature CCI </li></ul><ul><li>Included in quarterly newsletter to Mass travelers </li></ul>
  28. 28. Sales Promos Outreach to local businesses & Governor’s Academy               
  29. 29. Sales Promos: Business Travelers <ul><li>2 night stay get 3rd night 10% off </li></ul><ul><li>Pay in full at booking for 10% off and no minimum night stay </li></ul><ul><li>2 night stay get 15% off dinner at local restaurant </li></ul><ul><li>Book 3 months in advance & pay in full for 15% off </li></ul><ul><li>January and February stays get 50% off one night </li></ul>
  30. 30. Sales Promos: Parents <ul><li>Year-round rate 10% off for 2 night stays </li></ul><ul><li>Year-round rate 15% off for 3 night stays </li></ul><ul><li>3 nights at Thanksgiving for 15% off dinner at local restaurant </li></ul><ul><li>15% off dinner at local restaurant for Parent’s Weekend </li></ul><ul><li>2 nights for 15% off dinner at local restaurant </li></ul><ul><li>January and February stays get 50% off one night </li></ul>
  31. 31. Welcome Home Program! <ul><li>Earn 10 points with each stay </li></ul><ul><li>Free weekend after 100 points </li></ul><ul><li>Points are transferable </li></ul><ul><li>Redeem free weekend anytime </li></ul><ul><li>Refer CCI to another business associate and earn extra 10 points </li></ul>
  32. 32. Welcome Home Program!
  33. 33. Direct Mail <ul><li>Target stakeholders at local businesses </li></ul><ul><li>Include in Governor’s Academy mailings </li></ul><ul><ul><li>Inexpensive tactic to build awareness of Inn & Partnership program </li></ul></ul>
  34. 34. Direct Mail: For Businesses
  35. 35. Direct Mail: For GA Parents
  36. 36. Community Relations <ul><li>Private citizens </li></ul><ul><li>Local businesses </li></ul><ul><li>Large area companies </li></ul>
  37. 37. CRM Program <ul><li>Imperative to enhance consumer experience </li></ul><ul><ul><li>Guest Request Form </li></ul></ul><ul><ul><li>Collect Guest Information </li></ul></ul><ul><ul><li>Thank You Card </li></ul></ul>Thank You for Visiting Us!
  38. 38. Communications Plan 2009
  39. 39. Teambuilding
  40. 40. Direct Mail <ul><li>Target businesses with small executive or HR team </li></ul><ul><ul><li>Will appreciate atmosphere, relaxing and building relationships with co-workers </li></ul></ul>
  41. 41. Public Relations
  42. 42. Budget: 2008 $500 Website Updates $7,084 2008 TOTAL $275 Postage $725 Card Costs $1,000 CRM Program $820 Postage $600 Printing Costs $1,420 Direct Mail $364 Room Discounts $50 Signs(Printing Costs) $414 Sales Promotions $80 Webervations Service $600 Pay-Per-Call $1180 Online $520 24 Hour Snacks $200 Ironing Service $700 Newspaper Subscriptions $600 Television Purchase $900 Coffee Refills $150 Keurig Coffee Machine $3,070 Inn Modifications Associated Costs (annually) 2008 Tactic
  43. 43. Estimated Revenue: 2008 Anticipated Revenue $20,020 Low (Jan-May & Sept-Dec) $13,650 Average 2.5 Additional Rooms/Week High (June-Aug) $ 6,370 Average 3.5 Additions Rooms/Week ’ 08 Plan Costs $ 7,084 Total Incremental Revenue $12,936
  44. 44. Budget: 2009 $300 Website Maintenance $7,299 2009 TOTAL $275 Postage $725 Card Costs $1,000 CRM Program $50 Postage $200 Media Kit Printing $250 Public Relations $1,435 Postage $900 Printing Costs $2,335 Direct Mail $364 Room Discounts $50 Signs(Printing Costs) $414 Sales Promotions $80 Webervations Service $600 Pay-Per-Call $1180 Online $520 24 Hour Snacks $700 Newspaper Subscriptions $900 Coffee Refills $2,120 Inn Modifications Associated Costs (annually) 2009 Tactic
  45. 45. Estimated Revenue: 2009 Anticipated Revenue $23,660 Low (Jan-May & Sept-Dec) $16,180 Average 3 Additional Rooms/Week High (June-Aug) $ 7,280 Average 4 Additions Rooms/Week ’ 09 Plan Costs $ 7,299 Total Incremental Revenue $16,361
  46. 46. Timeline: 2008
  47. 47. Timeline: 2009
  48. 48. Questions?
  49. 49. Thank You!

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