1. THE CARROLL VILLA HOTEL
The Carroll Villa Hotel
Marketing Plan
New Jersey City University
Professor Kadian
By Alex Reidy
5/5/2016
2. Alex Reidy
Description of Business
The Carroll Villa Hotel (TCVH) is a small and historic inn that is located in Cape May, New Jersey. Being only a
half block away from the ocean, it is a perfect destination for a family vacation or a couples retreat. There are
20 beautifully decorated and updated rooms available to check in to. To top it off the award winning
restaurant The Mad Batter Restaurant is located in the bottom of the Hotel.
Mission Statement
The mission of this marketing plan is to increase customer awareness, retention, and sales through increased
uses in social media and other online tools of communication.
Product and Service
Room Type Price Range
Pearl $189-199
Sea Star $139-169
Sand Dollar $99-119
Financial Feasibility
3. This is very feasible because using social media costs nothing.
Company Vision
TCVH is currently on social media such as Twitter, Instagram, Facebook, YouTube, and blogging. TCVH’s online
following is pretty weak right now so the awareness and traffic on social media platforms should be increased.
The online following should be increased by 25% every year through the next five years. In addition, any new
social media platforms that will benefit TCVH will be incorporated
Objectives
TCVH’s overall objective of this marketing plan is to follow the 80:20 rule, which is 80 percent of a company’s
revenue comes from 20 percent of their customers. TCVH’s increased focus on social media is being used to
help establish even stronger relationships with their already loyal customers, in order to reduce customer
churn. TCVH also hopes that using different social media platforms will also attract new customers in the
future.
Competitive Environment
The hospitality and tourism industry is greatly affected by weather and the time of year. TCVH is located less
than a block away from the ocean. If the future forecast shows thunderstorms and high winds for the next two
weeks during the summer it will discourage last minute vacationers from booking most hotels in the area
during this time period. Most hotels near the shore will have slow traffic from tourists during the winter
season because most people that visit the shore want to go to the beach and feel the warm sun on their skin.
There are 24 bed and breakfast inns that have between three and twenty plus rooms located in Cape May. In
the category of hotels and motels there are 23 in Cape May. The two main competitors of the Carroll Villa
Hotel are the Virginia Hotel (25 Jackson St.) and the Poor Richard’s Inn (17 Jackson St.), which are both located
4. on the same street as the TCVH. TCVH has a significant factor that differentiates themselves from competitors,
namely is their award winning restaurant The Mad Batter Restaurant located in the bottom of the hotel.
Situation Analysis
TCVH has 20 rooms and is also the home of The Mad Batter Restaurant. The Hotel guests receive 30% off on
dinner entrees and a $30 breakfast voucher. The restaurant plays live music and a performers’ lineup can be
found on their Facebook page. Guests will only be a half block walk away from the beach. Cape May also has
various activities that tourists can be a part of such as taking the tour of the Cape May Brewery, the Cape May
County Zoo, or ride the Cape May Lewes-Ferry. TCVH is looking to partner up with these three organizations to
entice more guests to stay with them.
Competitive Analysis
The environment is highly competitive because Cape May is one of the main destinations in New Jersey for
vacations. People come to Cape May from all around New Jersey as well as neighboring states Pennsylvania
and Delaware. The majority of the Delaware visitors come into Cape May through the Cape May Lewes-Ferry.
Competition SWOT
Strengths
Location
Historical buildings
Attractive décor
Free Breakfasts (B&B)
Modernized
Weaknesses
Lack of events/attractions (Live music)
Older buildings/more maintenance
Highly competitive area
Opportunities
Partnerships with local restaurants,
bars, and events
Threats
Unable to stand out in the competition
Weather/Seasons
Marketing Objectives
Social Media Type Current Activity Future Activity
Facebook 986 Likes Increase 25%
Twitter 74 Followers Increase 100%
Instagram 109 Followers Increase 100%
YouTube 2 Subscribers Increase to 50
5. Blog 10 Posts since 2015 1-2 Posts Per
Month
TCVH’s short-term marketing objectives for the first fiscal year.
TCVH will put a majority of their focus into Facebook because it’s the target markets’ social media platform of
choice. TCVH will be posting videos and pictures of current events going on in the area in order to generate
“buzz” about the event and encourage people to stay at TCVH for a small vacation. Instagram and YouTube
will be used in the same way; by posting scenic pictures and fun videos of The Mad Batter Restaurant it will
also put the thought in a potential guest’s head to take a weekend vacation down at the shore. TCVH will use
its Twitter feed by making trending tweets to help stir up conversations with its followers to also generate
“buzz” about the Cape May festivities. The TCVH blog will use trending keywords in the title as well as in the
monthly pieces. These keywords help the blog increase their ranks the Search Engine Optimization rankings.
The blog will gather more followers and possibly make a reader a potential customer.
Target Market
TCVH is targeting people that are looking for a simple and relaxing vacation. There are people who want to
lounge, go to the beach, and go out in town with their friends and family. The target markets for TCVH will
include Generation X and Generation Y. Generation X customers are between 34 and 55 years old and are
more established in terms of family and wealth. This generation contains retired and working customers.
Generation Y includes customers in between the ages of 18 and 34. This group generally is not tied down with
6. a family and likes to spend money. TCVH is perfect for singles, couples, and families of any age due to the
location right near the beach and in the middle of the town. This can allow the couples and kids to go to the
beach anytime, as well as explore the town on foot. The main geographical target market includes New Jersey,
Pennsylvania, and Delaware.
Product Strategy
TCVH is providing a higher standard of relaxation to its guests. Guest rooms have TVs, telephones, air
conditioning, free wireless internet access, private baths, and are iPod friendly. Additionally, TCVH provides
hair dryers, bathroom toiletries, irons and ironing boards. Rooms with Queen or King Size beds also have
refrigerators. Guests are right in the heart of town and only a block away from the beach so cars aren’t a
necessity. Guests don’t even need to leave the hotel to grab a bite to eat. The Mad Batter Restaurant is
located in The Carroll Villa Hotel and is an award winning restaurant. Guests get discounts off dinner entrees
and as well as getting a live concert while dining.
7. Price Strategy
Room Type Price Range
Pearl $189-199
Sea Star $139-169
Sand Dollar $99-119
The Carroll Villa Hotel has rooms that are at the higher end ranging from $189-199 a night all the way to
rooms at a more affordable rate of $99-119.
Room Type Price Features
Pearl $199 1 Queen
1 Trundle
Sleeps 4
Ocean Views
Pearl $199 1 Queen
Private Porch
Sleeps 2
Pearl $189 1 King or Queen
2nd or 3rd Floor
Seating Area or Ocean
View
Sleeps 2
Sea Star $169 1 Queen and 1
Trundle/ Twin
Sleeps 3-4
2nd or 3rd Floor
Sea Star $159 1 Queen
Sleeps 2
2nd or 3rd Floor
Ocean Views
Seas Star $139 1 Queen
Sleeps 2
2nd or 3rd Floor
Quiet Location
Sand Dollar $129 1 Full
Sleeps 2
2nd Floor
Sand Dollar $119 1 Full
2nd Floor
Located Above Blue
Bar
Sand Dollar $99 1 Full
Sleeps 2
Private Bathroom
Down the Hall
8. Place Strategy
The Carroll Villa Hotel is located 19 Jackson Street, Cape May, NJ, 08204.
Promotion Strategy
In order to create more awareness and a presence online TCVH will be using their social media platforms more
consistently. Facebook is the most used social media of TCVH’s target market. TCVH will post more content on
a consistent basis that will interest the target market. Whether it is photos of the beautiful scenery or
festivities, YouTube videos that show the culture of the Cape May shore, and/or posts about upcoming
events/deals/promotions.
Instagram and Twitter will be used to share information instantly with their followers. TCVH will Tweet to let
their followers know about special sales or events that are going on in the area. TCVH can use Twitter as a
customer service while they stay at the hotel. Guests can tweet the Hotel’s Twitter account for advice on
activities in the area or ask directions. TCVH can also tweet guests to let them know about special restaurant
deals, events going on, or live concerts. Since TCVH is going to partner with various organizations, their
Twitter account will be used to alert their guests about certain events occurring with the partnered
organization as part of their agreements.
There is hardly any presence on YouTube for the Carroll Villa Hotel. TCVH can take and post videos in order to
capture the atmosphere and culture of their restaurant and of the concerts. Montages of pictures of the Hotel
can be made to show the beautiful décor of the building, the amenities, the food, culture, and the people.
Videos of past events that took place in Cape May could be used to entice prospective customers to come
visit.
The Carroll Villa Hotel started a blog early 2015 and has made about 10 posts since then talking about Cape
May activities, attractions, events, and dining. To increase traffic to TCVH website, they will make consistent
9. blog posts with key words to help with their rankings on Search Engine Optimization. TCVH will push to make
one to two posts per month on trending current events that relate to the Cape May area. (For example,
October is the start of “Pumpkin Spice” everything-coffee, food, alcohol. TCVH can make a post about the
Cape May Brewery and their award winning pumpkin spiced beer.) TCVH will use key words that are trending
to help increase our rank in the SEO. They will also make partnerships with local businesses around Cape May
by making posts about their business. Going back to the Cape May Brewery example, in return for making
posts about that business, they will advertise for TCVH by leaving brochures and flyers in the local lounge area
of the brewery.
The Carroll Villa Hotel will also be partnering with the Cape May County Zoo and the Cape May Lewes-Ferry.
The Cape May County Zoo is a non-profit corporation that stays afloat by taking donations which are used for
developing new exhibits, improving facilities, purchasing zoo equipment and making acquisitions of animals.
TCVH believes that zoos are an important resource for teaching the youth about animals and wildlife. That’s
why TCVH will be donating three percent of their revenues to this zoo. The Carroll Villa Hotel will also be
writing about the zoo in their blog whenever they have special events going on at zoo, such as a new exhibit
opening or fundraising events. In return, the zoo will share The Carroll Villa Hotel brochures and business
cards with their visitors. Guests that stay at TCVH will also have the option to donate to the zoo through our
website.
10. The Cape May Lewes-Ferry route is a 17 mile trip across the Delaware Bay and takes about 90 minutes to
travel across. The Ferry’s main purpose is transportation, but has been equipped with state of the art
amenities to attract tourists including restaurants, bars, and lounges. Passengers have the ability to buy round
trip tickets and also receive merchant discounts on the voyage. TCVH is looking to partner with the Lewes-
Ferry in order to draw more potential guests to the hotel. If you stay at TCVH you will receive a fifteen percent
discount on Lewes-Ferry tickets and ten percent on amenities during the ride. Carroll Villa guests can spend
the day in Delaware to dine, shop, and/or sight-seeing. When guests are finished, they can head back to the
Ferry for the scheduled departure. TCVH will be writing about the Lewes-Ferry in their blog to share the
experiences of the ride across the bay and their excursions in Delaware. The Cape May Lewes-Ferry in return
will carry the Carroll Villa brochures and business cards in their lobby and lounges.
11.
12. LIVE Music Entertainment At the Mad
Batter Restaurant THIS WEEKEND May
7th
!!!
Come down to The Carrol Villa Hotel this weekend and dine at the famous
Mad Batter Restaurant.
Enjoy 2 hours of LIVE music!
The live music consists of local Cape May favorites, singer John Smith and
the band The Cape. Music starts 9:30 PM and ends 11:30 PM. Call (609) 884-
5970 to Reserve a table.
https://www.facebook.com/carrollvilla
@CarrollVilla
13. The Carroll Villa HotelThe Carroll Villa Hotel
Paradise in Paradise!
The Carroll Villa Hotel is a small and historic inn that is located in Cape May, New Jersey. Being
only a half block away from the ocean, it is a perfect destination for a family vacation or a
couples retreat. There are 20 beautifully decorated and updated rooms and to top it off the
award winning restaurant The Mad Batter Restaurantis located in the bottomof the Hotel.
Room Prices
$99-199
Updated Rooms
Guest rooms have TVs, telephones, air
conditioning, free wireless internet
access, and private baths.
Mad Batter Restaurant
Come enjoy food and live music at the
award winning Mad Batter Restaurant
located in the bottom of the Hotel.
Steps Away From the Beach
Guests will only be a half block walk
away from the beach. Your loved ones
and you can enjoy a sunset every night.
14. The Carroll Villa Hotel
Come stay in paradise in paradise. | carrollvilla@gmail.com | http://www.carrollvilla.com| 1+ 609-884-9619
