Hotel Pattee Ian Todd, Tom Graeve, Jordan Wilson, Kristen Gerhardt

Problems

 Problem 1 – Heads in Beds  Problem 2 – Multifaceted Resort  Problem 3 – Awareness & Image

Secondary Research

Local Area  Population  7,981  Local Draw  Golf  Wine Tours  Biking  Competition  Local  Des Moines

Industry Trends  Consumer hotel spending  $101  $106  Hotel Pattee’s average rate per night is $110  The average traveller household income  Leisure - $91,000  Business - $120,000

Industry Trends  Average occupancy rate is 64%.  40% business  60% were for leisure  Leisure stays that consisted of two adults - 56%  Hotel Visits by Ages  % 

Social Media  Face book  3,162 Followers  741 Talking  509 Check-ins  Average rating is 4.5 out of 5 stars  Main users are  Twitter  Followers -251  Following – 569  93 Tweets

SWOT - Strength - Historical - Boutique - Reputation - Close to Des Moines - Bike trail nearby - Amenities - Weakness - Price - Location - Niche Market - Awareness - No brand name - Opportunity - Packages - New markets - Events - Growth of hotel - Growth of town - New owners - Threat - Hotel competition - Maintenance cost - Previous history - Far from major venues - Lack of local activities

Primary Research

 Respondents  67% Male  33% Female  16.7% were  66.7% were  16.7% were 75+

Primary Research  Mediums used for hotel awareness  Internet -83.4%  Local TV- 66.7%  Newspaper – 50%  Magazine – 33.3%  Cable TV – 33.3%  Radio %  Social media – 16.67%

Primary Research  66.7% said #1 factor in hotel choice is Quality  Willing to Pay  $61- $80 – 50%  $81- $100 – 33.33%  $ %  Traveling from hotel to destination  50% would travel10-20 miles  50% would not travel more than 10 miles

Target Audience

35+ WHY?

Target Audience

Objectives, Strategies, and Tactics

Objective “Our objective is to increase stays by 10% over the next two quarters by increasing returning customers by 5% and new customers by 15%.”

Strategy “Our strategy is to raise awareness for the hotel by showcasing the hotels relaxing, international rooms as a local escape from daily life.”

Tactic  Showcase that the hotel is an escape from daily life though various mediums  Billboard  Interactive Internet Banners  Radio  TV

Media Plan

Creative Brief

Objectives  Increase the occupancy rate by 10% over the last two quarters of 2014  Increase social awareness by 10% more Twitter followers and 10% more Facebook likes over the last two quarters of 2014

Demographics  Men and women aged 35+  People interested in relaxing in a unique, one-of- a-kind setting  People who may be in the area for events such as Ragbrai, sporting events, wine tastings and golf outings

Creative Execution

Africa Room Billboard

Ireland Room Billboard

Italy Room Billboard

Italy Interactive Banner

Ireland Interactive Banner

Africa Interactive Banner

Summary