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Element Hotels
- 1. element hotels marketing campaign 2012
- 3. Focus on Lifestyle and Eco-Friendliness
- 4. First-Mover Hotel in Green Practices
- 6. Nine Operational Locations, with Two Under Construction
- 11. ‘Relax’ in the natural outdoor havens
- 12. ‘Restore’ with the healthy-food pantry
- 13. Find ‘Resource’(s) in the office work-space area
- 14. Get in the ‘Motion’ at the 24-hr gym
- 15. ‘Splash’ into the saltwater pool
- 19. Less than 2% have stayed at an Element
- 20. Green factors of mixed importance
- 21. Natural design and healthy living important
- 23. Review websites
- 25. Online Travel Agencies (OTAs)
- 26. Social Media
- 30. New Entrants - Inevitable – Fend them off
- 31. Supplier Power – Evolving
- 32. Customer Power – Evolving
- 34. Strategic Analysis: Competitive Landscape and Environment P.E.S.T. Assessment - Key Points:
- 35. Strategic Analysis: SWOT Evaluation * Awareness Accessibility Limited locations * Market Presence Industry Leadership * Branding W S T O Supply Chain Extended Stay Hotels Green partnerships * New Entrants * Green Movement Proximity
- 37. Public - Educate and communicate green concepts and practices
- 38. Communities – Current and Emerging locations
- 39. Brand building – Current and Emerging markets
- 41. Maintain/Extend Occupancy Performance
- 45. Franchisees
- 47. Position as “Thought Leader”
- 51. Serves hotel guests and local community
- 52. Benefits…
- 53. Supports small local, organic farmer
- 54. Sustains local economy
- 55. Reduces environmental impact
- 56. Offers fresh organic produce at affordable price
- 58. Sponsoring and creating events can effectively build and positively position brand image
- 59. Element still in growth phase since inception in 2006
- 61. Attracts influential business leaders in tour, travel and commercial development
- 62. Frits van Paasschen, Pres & CEO of Starwood Hotels one of featured panel speakers
- 64. World Education Congress (WEC) 2011 – largest industry conference; four day conference to be held in Orlando, FL
- 66. Element will showcase a 20x20 central meeting area featuring café seating and laptops on a raised platform; an enclosed waiting area with two loveseats and 2- 42” plasma TVs
- 67. Area will be replicated after Element’s signature Resolve meeting area and Resource business centers
- 69. Keeping green by using laptops to present material to attendees and branded flash drives will contain all promo material on Element brand
- 71. An area to be staged like Rise, Element’s signature breakfast bar from décor to menu
- 72. Guests shuttled from Orlando Convention Center to Westin via all-electric Nissan Leafs
- 76. Digital Marketing Social Media
- 77. ‘Leaves’DISTRIBUTABLES & PERCEPTIONS YOU’RE LEFT WITH Branding, Sales Promotion, Print/Outdoor Media, PR
- 79. Many ‘pricing’ promotions already exist
- 80. Can be used to support branding
- 81. “42.20 Off” discount coupons on Earth Day
- 82. Double SPG Points – April, July, August
- 83. Branded Seed infused leaves
- 84. Branded Bamboo flash drives with educational materials
- 88. Branding Messaging: Should we go negative? Or positive?
- 90. Positive branding matches Element’s character, although “Go green” campaign isn’t enough.
- 91. Could alienate business demographic
- 93. Second address the differentiators (both lifestyle & green)
- 96. Low awareness (survey)
- 97. Travel Publication Ads
- 98. Airport & Mall Banner Stands
- 99. Mock-Up Room
- 100. BillboardBe a steward of the environment without trying.
- 101. Outdoor/Print Media Live Music!Next exit, Element Hotel Be a steward of the environment without trying. STAY AT ELEMENT HOTEL. NEXT EXIT.
- 102. Be a steward of the environment without trying.
- 107. All Expenses Paid “Citizen Journalist Weekends”
- 108. 80 Strategically selected journalists (e.g. treehunger.com, ecofriend.com)
- 109. Eco-Skies Airfare
- 110. ‘Debra Duncan’ Media Plug on Earth Day with green “thought leaders”
- 111. On location at ‘Relax’
- 112. Repeated in 8 other markets
- 115. Budget & Conclusion
- 116. Budget
- 117. Budget Total Marketing Budget $2,899,20.00
- 119. Progreen – February
- 120. International Hotel Expo – November
- 121. Watches & Totes – February, May, & November
- 122. Public Relations, Print Media, & Outdoors – Beginning of the year
- 124. Increase weekend occupancy at existing locations system-wide by 15%
- 125. Educate and communicate green concepts and practices to the public
- 126. Develop awareness in communities where Element has hotels
- 127. Position Element as a thought leader in the Green community
- 128. Build brand awareness to grow into emerging markets
- 129. Encourage development by franchisees, investors, and/or brokers
Editor's Notes
- I am thinking about printing the ‘brand book’ (not really a brand book, more of a marketing material) and passing it around at this point, and speaking to it.
- Thank you, Brandee. We identified Element’s three distinct target customer segments and each group has different desires. How do we reach out to our target audience? Digital Marketing provides one answer. It is most effective because of its ability to reach most people with the lowest cost per person. Digital marketing is like a tree for this campaign. Picture those tree branches… they could reach out to millions including the three target groups. Also, the Internet is the place where travelers look for travel needs like hotels and flights.
- A 2006 global consumersurvey stated 94% of travel purchases are done online. 56% of customers used the Internet as their primary research tool for making travel arrangements. Oursurvey shows parallel results thatInternet was their preferable way of receiving information.We have identified 3 major channels for delivering messages on the Internet.First, of course, Element’s own website.We propose Three FT staff to monitor web communication to make sure it’s interactive with guests. Second, OTA’s like orbitz, cheaphotels.com, priceline, Element should place banner ads and get on the “featured hotel” list to gain exposure. Finally, since Element is a LEED certified hotel, it should be featured on the Green Hotel Association. Most of us have used Yelp, Tripadvisor and Citysearch for reading reviews from other users, we found that Element is currently rank #3 out of 423 hotels in Houston on Tripadvisor.
- How can we ignore the power of social media in the 21st century.FB: Element already has an existing page on FB but all 9 locations share this common site. In order to get more visitors to the page, we will run a promotion. During this promotion, a guest who leaves comment on the FB page will be rewarded with a coupon towards the next stay. We’ll train the front desk staff to remind guests about this promotion. Twitter: Element will use Twitter for announcing interesting happenings related to “anything green”. For example, you could tweet abt eco-friendly outfit in the Disco Green fashion show last week in Discovery Green. A guest will earn a smoothie in Relax when he tweets three times during his stay, so there goes the name of Threet. YouTube: Guests can enter a contest for a free weekend stay by submitting their experience during their visit in any Element. The video theme should reveal how they promoted sustainable practices such as recycling and maybe even about using the half flush commode feature…Now that we have talked about how Digital Marketing can branch out to a large number of people, Tyler will discuss our “leaves” section…. like leaves falling from the tree.