The document summarizes the communications plan for the Clark Currier Inn for 2008-2009. It provides an overview of the bed and breakfast industry, competitor and SWOT analysis. The plan's objectives are to enhance the inn's brand image to increase occupancy among business travelers. Tactics include website updates, direct mail, sales promotions, and developing a CRM program. Estimated revenue and budgets are outlined for 2008 and 2009.

1. Clark Currier Inn 2008-2009 Communications Plan Alana Avram Laura Belhumeur Yuhan Bien Trinette Faint Iris Hsiao Caren Tortorici

3. Coastal living & natural resources Newburyport facts

4. Fun things to do!

5. Local Businesses

11. Current Trends GenXers Female business traveler Leisure during the trip

19. Target Market: Their Needs Alpha Moms Busy Dads

20. Target Market: The Solution

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. Inn Recommendations

24. Communications Plan 2008

28. Sales Promos Outreach to local businesses & Governor’s Academy

32. Welcome Home Program!

34. Direct Mail: For Businesses

35. Direct Mail: For GA Parents

38. Communications Plan 2009

39. Teambuilding

41. Public Relations

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. 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. 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. 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. Timeline: 2008

47. Timeline: 2009

48. Questions?

49. Thank You!