1. Working Your Marketing Plan
Climbing to New Heights

2. Session Objectives Philosophy 2011 Execution Feedback for 2012
Current Relevance

3. Philosophy Blueprint for Budget Allows for strategic planning
Means of communication of strategy
United goals
Not a report, but a TOOL

4. Execution – Roll Out

5. Execution - Completion
Rev Par Worksheet
New Template
Marketing Plan
RDOS Review and Comments
Room Revenue Budget
RVP/RDOS Review via Webinar
Catering Revenue Budget
Sales Expenses

6. Execution – Plan Contents
PKF Stats
5 Key Strategies
Local Market Assessment
Positioning Statement
Market Overview & Business Climate
Demand Generators
Development
CVB Stats

7. Execution – Plan Contents
Convention Calendar
Comp Set Analysis
Group Pace – “Group Analysis”
Key Accounts
Segment Strategies
Sales Activity Calendar
Key Action Steps

8. Your FIVE KEY STRATEGIES are your compass to CLIMB your mountain.
Current Relevance
Your FIVE KEY STRATEGIES are your compass to CLIMB your mountain.
Read them.
Now look at your P&L
How do they compare?
How are you achieving your strategies YTD?
Are they still relevant?

9. Example – Cherry Creek Key Objective YTD May
Increase transient rooms by 2000 y-o-y and increase group rooms by 836 y-o-y to offset lost airline rooms.
Transient up 791 y-o-y
Group up 1500 y-o-y

10. Example – Cherry Creek Performance to strategy:
Pretty close on Transient
Surpassed expectations on group
Current Relevance:
Transient still relevant,
Group needs a new focus.
Corp Group ADR down by $9.00
NEW STRATEGY: Catering Breakfast down $17k.
Performance to Last Year vs. Performance to Budget

11. Example – Hilton SF Key Objective YTD May
Increase ADR in BAR in order to increase BAR total revenue.
Corp Transient to decrease in occ by 2% but increase in ADR by 9%.
BAR ADR up $40.90 to last year and BAR revenue up $152k.
Occ actually up 26% and ADR up by 10.2%

12. Example – Hilton SF Performance to strategy: Both achieved YTD
Current Relevance:
Perhaps, BUT
NEW STRATEGY: Consortia down to LY and BUD
Corp Group ADR down to BUD
Performance to Last Year vs. Performance to Budget

13. Identify your key needs for the remainder of the year
Now, take 5 minutes to
Identify your key needs for the remainder of the year

14. How will you climb your mountain?
What are the most critical things that need to happen to achieve this budget?