RAB Marketing Update Presented at May 2002 At Convention In Atlanta, GA

What is…………………… IOCInternational Operators Council IOCInternational Operators Council RABRegional Advisory Board RABRegional Advisory Board RAB 5The RAB consisting of the states of NJ, PA, MD and DE RAB 5The RAB consisting of the states of NJ, PA, MD and DE RAB 5 Mkting Subcommittee RAB 5 Mkting Subcommittee –A group of volunteers who work under the direction of the RAB 5 to select and execute marketing opportunities that affect our region

Who is on the Marketing Subcommittee? Paul RadaDE Paul RadaDE Lynn FillibenSleep Inn NewarkDE Lynn FillibenSleep Inn NewarkDE Monica Worrell Hess Hotels GroupMD Monica Worrell Hess Hotels GroupMD Paul PatelQuality Inn and SuitesMD Paul PatelQuality Inn and SuitesMD Gina MullinsRichfield MgtMD Gina MullinsRichfield MgtMD Lenny BergerClarion Resort FontainbleuMD Lenny BergerClarion Resort FontainbleuMD Renee SeidenClarion Resort Fontainbleu MD Renee SeidenClarion Resort Fontainbleu MD Ed Peraria Quality Inn CookstownNJ Ed Peraria Quality Inn CookstownNJ Rebecca Singley NJ Rebecca Singley NJ Mary MishlerClarion ResortNJ Mary MishlerClarion ResortNJ Tara Ditt-Betz Glendale MgtPA Tara Ditt-Betz Glendale MgtPA Karen MansfieldUnico HotelsPA Karen MansfieldUnico HotelsPA Kelly GeorgeComfort Suites AllentownPA Kelly GeorgeComfort Suites AllentownPA Srinath DharmapadamComfort Inn Mill HallPA Srinath DharmapadamComfort Inn Mill HallPA Tim Donley Coakley WilliamsPA Tim Donley Coakley WilliamsPA

2002 Co-op Members Update 107 Members 107 Members 70% increase over last year 70% increase over last year 60% of region is participating 60% of region is participating Co-op Marketing Dues were only $ Co-op Marketing Dues were only $ Money for participation was due January 5, 2002 Money for participation was due January 5, 2002

Is it too late to participate? YES and NO YES and NO You have already missed some great opportunities to be promoted You have already missed some great opportunities to be promoted There is no rebates or reductions in cost for the remainder of the program There is no rebates or reductions in cost for the remainder of the program There is still lots to come There is still lots to come The projects wait for no one, if you are a participant at the time a project began you will be listed. If you weren’t you will not The projects wait for no one, if you are a participant at the time a project began you will be listed. If you weren’t you will not

IOC Region Marketing Revenues Co-op Dollars from Choice Hotels $ 128, Co-op Dollars from Participants $ 32, Total Marketing Dollars $ 160,301.00

Review of 2002 Marketing Goals Focus on marketing opportunities that are not pursued at a national corporate level Focus on marketing opportunities that are not pursued at a national corporate level Promote the Sunburst Brands hotels, Clarion, Quality, Comfort, Sleep and Mainstay Promote the Sunburst Brands hotels, Clarion, Quality, Comfort, Sleep and Mainstay Utilize the market research provided to us by Choice Hotels to help us target geographic areas that have produced results for hotels in our regions Utilize the market research provided to us by Choice Hotels to help us target geographic areas that have produced results for hotels in our regions Remain “ in campaign” at all times Remain “ in campaign” at all times

2002 Marketing Plan Projects and Timeline January 2002 Full page ad in Times, US News and Newsweek focusing on “Thanks for Traveling” Campaign and recognizing “road warriors” February 2002 Signed up all participating hotels with a 10% discount in “LPCT” SRP and solicited giveaways for future promotions March 2002 Began “ MAPS” project for fulfillment piece for the region

2002 Marketing Plan Projects and Timeline April 2002 Attended Armed Forces Travel and Leisure Show at McGuire's Air force Base, Naval Engineering Station Lakehurst, Fort Monmouth Army Base and Naval Weapons Station Earle Distributed over 16 cases of Choice Hotels Directories, 2 ½ boxes of Choice Privileges Applications, collected over 150 completed applications and used 6 giveaways for overnight stays at hotels in our region

Naval Air Engineering Station Lakehurst April 17, 2002 Glen Clark (NJ718) Ed Peraria (NJ114)

2002 Marketing Plan Projects and Timeline Spring 2002Great Vacation Getaways newspaper insert in various newspaper publications on April 7, Circulation: 2 million Already received 1700 reader response requests Albany Times Union, Asbury Park News, Atlanta Journal, Baltimore Sun,Bergen Record, Boston Globe, Buffalo News, Charlotte Observer, Cincinnati Enquirer, Cleveland Plain Dealer, Columbus Dispatch, Detroit News, Harrisburg Patriot News, Hartford Courant, Lancaster News, Long Island Newsday, Newark Star Ledger, New York News, New York Times, Norfolk Virginia Pilot, Greater Phila Newspapers, Philadelphia Inquirer,Pittsburgh Post Gazette, Raleigh Durham News, Richmond Times Rochester Democrat Toronto Star, Washington Post

Great Getaways Ad Spring 2002

2002 Marketing Plan Projects and Timeline May 2002Collegiate Directories, Inc. Listing of all co-op participants in the National Directory of College Athletics – Men’s and Women’s Edition. Hotels will be listed at the Colleges and Universities that they are near. Publication Date June 2002 Summer 2002 State Visitor’s Guides Purchase space and design ads for the following state visitor’s guides: Delaware, New Jersey, Maryland and Pennsylvania

2002 Marketing Plan Upcoming Projects Associations Market We will sponsor a meeting and the golf outing of Philadelphia MPI in the summer and Pittsburgh MPI in the fall. Using giveaways and limited dollars for maximum exposure Leisure – Family $ 27,000 marketing credit with Media Networks will be used on the “ Home Network” includes such publications as Bon Appetit, Country Home, Food and Wine, Garden, House and Garden, This Old House and Traditional Home in the fall

2002 Marketing Plan Upcoming Projects Music/Bands and High School Competitions Postponed to move money to “LGDS” marketing Funeral Homes Postponed to move money to “LGDS” marketing

2002 Results to Date Reader Response requests as of 4/30/2002 Reader Response requests as of 4/30/ ** **includes Spring Getaways and PA Visitor Guide Room revenue produced as of 4/30/2002 Room revenue produced as of 4/30/ room nights $ 22,031.00

Where is “LGDS”??? Due to the success seen in other regions, the RAB asked the committee to evaluate our participation with this promotion Due to the success seen in other regions, the RAB asked the committee to evaluate our participation with this promotion We had to juggle monies from other promotions to pay for this promotion We had to juggle monies from other promotions to pay for this promotion We cut several items out of the marketing plan, such as Music/Bands and Funeral Homes. We reduced monies spent in Associations, Collegiate Directory and a Trade Show. We omitted giveaway gifts for this year. Pulled money out of reserves We cut several items out of the marketing plan, such as Music/Bands and Funeral Homes. We reduced monies spent in Associations, Collegiate Directory and a Trade Show. We omitted giveaway gifts for this year. Pulled money out of reserves

What is the “LGDS” Marketing Program? Marketing specifically to travel agents through Global Distribution Systems(GDS) (Sabre, Apollo, Galleio, System One, Worldspan, etc. Marketing specifically to travel agents through Global Distribution Systems(GDS) (Sabre, Apollo, Galleio, System One, Worldspan, etc. Offers a promotional rate “LGDS” that end in a $____ 9.00 to travel agents looking to book business in a certain area Offers a promotional rate “LGDS” that end in a $____ 9.00 to travel agents looking to book business in a certain area Ties into requests via Airport codes Ties into requests via Airport codes

Pros/Cons of “LGDS” It produces business It produces business Volume of business may be tracked Volume of business may be tracked It is well received by travel agents It is well received by travel agents It is difficult to load as a group. Choice will no longer allow force loads It is difficult to load as a group. Choice will no longer allow force loads Results can be deceiving. It can replace SPC business or SCR. Not all numbers reported from other regions are incremental Results can be deceiving. It can replace SPC business or SCR. Not all numbers reported from other regions are incremental

Region 5 and “LGDS” We will be adding this We will be adding this We need your help to make the dollars spent – Good dollars spent We need your help to make the dollars spent – Good dollars spent Complete and return the LGDS –Travel Click Sign up form by May 15, 2002 Complete and return the LGDS –Travel Click Sign up form by May 15, 2002 Offer a rate that ends in $___9.00 Offer a rate that ends in $___9.00 Work with your FSD if you need help. Work with your FSD if you need help. Timeliness IS important Timeliness IS important

What do you have to do be in the group load of “LGDS”? Complete the sign up form enclosed in your packet. It will also be faxed to your hotels Monday, May 13, 2002 Complete the sign up form enclosed in your packet. It will also be faxed to your hotels Monday, May 13, 2002 Complete and return to the fax number listed before May 17, Complete and return to the fax number listed before May 17, This program begins June 15, This program begins June 15, If you miss the group load, you will need to work with your FSD to ensure it is loaded. If you miss the group load, you will need to work with your FSD to ensure it is loaded.

But there’s still more Travelocity Banner ads and Travel Click in the Fall Travelocity Banner ads and Travel Click in the Fall Promotion will be “ Thanks for Traveling in 2002” We appreciated it. Now you’ve got the Freedom to Travel Promotion will be “ Thanks for Traveling in 2002” We appreciated it. Now you’ve got the Freedom to Travel Enter a chance to win 2-overnight stay gift certificates in the Mid-Atlantic Choice Hotels Region. Fifty Prizes will be awarded 25 Enter a chance to win 2-overnight stay gift certificates in the Mid-Atlantic Choice Hotels Region. Fifty Prizes will be awarded 25 Collecting addresses for future promotions Collecting addresses for future promotions

Interesting Offer to grow 2003 Dollars Safemark is offering us a chance to earn more co-op marketing dollars Safemark is offering us a chance to earn more co-op marketing dollars Offering –2% of Safemark’s portion of gross revenues from Security Cash Flow within Choice IOC members Offering –2% of Safemark’s portion of gross revenues from Security Cash Flow within Choice IOC members Term: May 1, 2002 – December 31,2002 Term: May 1, 2002 – December 31,2002 Payment – January 31, 2003 Payment – January 31, 2003

2003 is right around the corner We will present the 2003 Marketing Plan at Fall Regionals in Philadelphia We will present the 2003 Marketing Plan at Fall Regionals in Philadelphia Co-op Participation for 2003 will begin November 1- December 31, 2002 Co-op Participation for 2003 will begin November 1- December 31, 2002 For a copy of this power point, For a copy of this power point,