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.
element hotels<br />marketing campaign 2012<br />
Introduction<br />What is Element?<br /><ul><li> Hotel Chain under the Starwood Brand
Within Green industry and more broadly with public</li></li></ul><li>‘Grass’GRASSROOTS MARKETING<br />Tradeshows, Events, Community Relations<br />
Community Relations<br /><ul><li>Community relations campaign will differ per location
Tactics include:</li></ul> - acquiring local knowledge<br /> - creating partnerships<br /> - establishing a local presence<br /><ul><li> Resources used will vary according to level of acceptance of green initiatives in the community</li></li></ul><li>Tradeshows, <br />Sponsorships & Events<br />Fresh Elements<br /><ul><li> Saturday Farmer’s Market in Element parking lot
Offers fresh organic produce at affordable price
Element’s recognition in the community</li></li></ul><li>Tradeshows, <br />Sponsorships & Events<br /><ul><li>Tradeshows can be effective in gaining B2B sales leads, creating alliances with green suppliers and reaching out to prospective developers & franchisees
Sponsoring and creating events can effectively build and positively position brand image
Element still in growth phase since inception in 2006
In 2008, 80 properties were projected by 2012; by August 2011, only 10 hotels will be in operation</li></li></ul><li>Tradeshows, <br />Sponsorships & Events<br />Global Travel & Tourism Summit – The Aria, Las Vegas<br /><ul><li> The foremost gathering of travel & tourism leaders in the world
Attracts influential business leaders in tour, travel and commercial development
Frits van Paasschen, Pres & CEO of Starwood Hotels one of featured panel speakers
“Powering Sustainable Growth” – the business benefits of sustainability and the ‘green economy’</li></li></ul><li>Tradeshows, <br />Sponsorships & Events<br />Meeting Professionals International (MPI)<br /><ul><li>MPI – professional member organization comprised of corporate, association and independent meeting planners
World Education Congress (WEC) 2011 – largest industry conference; four day conference to be held in Orlando, FL
Sponsorship of select events gives Element ample promotion on marketing material and highlights brand on tradeshow floor throughout the conference</li></li></ul><li>Tradeshows, <br />Sponsorships & Events<br />Market Square (MPI)<br /><ul><li> A central area on tradeshow floor for companies to meet with clients and gain added brand exposure
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
Area will be replicated after Element’s signature Resolve meeting area and Resource business centers
Element Hotel reps will be on hand to speak with planners about Element concept, guest experience and Sustainable Meetings Program</li></li></ul><li>Tradeshows, <br />Sponsorships & Events<br /><ul><li>Enclosed waiting area offers attendees relaxing ‘getaway’ from busy trade show floor while waiting on appt
Keeping green by using laptops to present material to attendees and branded flash drives will contain all promo material on Element brand
Element area will be constructed from all recycled and reused materials</li></li></ul><li>Tradeshows, <br />Sponsorships & Events<br />MPI Rise Awards<br /><ul><li>Element will host the 2011 MPI Rise Awards Brunch at The Westin Imagine Orlando, their parent Starwood property
An area to be staged like Rise, Element’s signature breakfast bar from décor to menu
Guests shuttled from Orlando Convention Center to Westin via all-electric Nissan Leafs
Reusable gifts bags with a stainless steel beverage container, organic cotton workout towel and the Element promo flash drive; all items to be embossed with Element logo</li></li></ul><li>‘Tree’HOW WE’RE ‘BRANCHING OUT’<br />Digital Marketing<br />
Weaknesses</li></li></ul><li>Branding<br />Analysis:<br />Status Quo: <br />While brand identity, character, and essence is ‘green through and through’ based on internal marketing and developer marketing materials....<br />Role as a pioneer for the green movement in the hospitality industry to customers is completely underplayed and in many instances ‘hidden’.<br />Without green movement, no clear differentiator, overlap with other brands.<br />
Branding<br />Messaging:<br />Should we go negative? Or positive?<br />
Branding<br /><ul><li>Negativebranding / guilt is risky – what if they still don’t value the movement?
Although educated, don’t understand all aspects of the green movement</li></ul>Adjusted Branding Concept:<br />“Be a Steward of the environment without trying” <br /><ul><li>First address their needs
Second address the differentiators (both lifestyle & green)
Third strategies/tactics to support brand messaging</li></li></ul><li>Outdoor/Print Media<br /> Analysis:<br /><ul><li>Limited business journal advertising
Budget<br />Timing of Expenditures<br />Marketing Expenses will be Equally <br />Distributed Throughout the Year<br />Exceptions:<br /><ul><li> Meeting Professionals International (MPI) – June, July, & August