Region 5 Co-Op Marketing Presentation REGION 5 2003 MARKETING PRESENTATION Presented May 2003 Choice...
-
Upload
augustine-logan -
Category
Documents
-
view
220 -
download
0
Transcript of Region 5 Co-Op Marketing Presentation REGION 5 2003 MARKETING PRESENTATION Presented May 2003 Choice...
Region 5 Co-Op Marketing Presentation
REGION 5REGION 52003 MARKETING 2003 MARKETING PRESENTATIONPRESENTATION
Presented May 2003
Choice Convention
Orlando, FL
Region 5 Co-Op Marketing Presentation
What is …………..What is …………..
IOC International Operators CouncilRAB Regional Advisory BoardRAB 5 The Regional Advisory Board
consisting of Delaware, Maryland,
New Jersey and Pennsylvania
Region 5 Co-Op Marketing Presentation
What is a Co-OpWhat is a Co-Op
Everyone putting their marketing dollars into a central fund to be used to promote the entire region.
Members receive $202,592 worth of advertising for a mere $600 investment.
Region 5 Co-Op Marketing Presentation
The Marketing CommitteeThe Marketing Committee
The Marketing Committee is a group that meets monthly to track current campaigns and develop new campaigns. A cross section of brands and states are represented on the committee. All campaigns are approved by the RAB Board.
Region 5 Co-Op Marketing Presentation
2003 Marketing Committee2003 Marketing Committee
Tara Ditt Betz PA Monica A. Worrell MD Karen Mansfield PA Tom Murray PA Ed Periara NJ Rebecca Singley NJ Mary Mishler NJ Renee Seiden NJ Lynn Filliben DE Paul Rada DE Chris Guerrero DE
Region 5 Co-Op Marketing Presentation
Mission StatementMission Statement
To create and execute advertising campaigns that will drive business into our member hotels NOW focusing on shoulder seasons when National campaigns are not in place.
Region 5 Co-Op Marketing Presentation
2002 In Review2002 In Review
Region 5 Co-Op Marketing Presentation
$162,430 $162,430 Marketing Dollars Marketing Dollars
SpentSpent
Region 5 Co-Op Marketing Presentation
Generated 1,261 Generated 1,261 Calls to our Calls to our
Regional 800 Regional 800 NumberNumber
Region 5 Co-Op Marketing Presentation
Generated 16,016 Generated 16,016 Reader Responses – Reader Responses – Travelers Requesting Travelers Requesting More Information on More Information on
our Areaour Area
Region 5 Co-Op Marketing Presentation
Booked 26,937 Room Booked 26,937 Room Nights Generating Nights Generating
$2,321,914 in $2,321,914 in Room RevenueRoom Revenue
Figures are Net FiguresFigures are Net Figures
Region 5 Co-Op Marketing Presentation
Client File Names vs.Client File Names vs. SRP Codes SRP Codes
2002 client files names were used in ads to track the production
Found this to be very difficult to pull results and not accurate
In 2003, going back to SRP’s for campaigns whenever possible
Courtesy loads will be done for you and you control your offer
Region 5 Co-Op Marketing Presentation
2003 Marketing Goals2003 Marketing Goals
Based on the changing economic times we will continue to keep our plans fluid and flexible
Will repeat proven successes, while targeting markets that would put business in our hotels TODAY
Participate in campaigns that will benefit the entire region
Remain in campaign at all times
Region 5 Co-Op Marketing Presentation
2003 2003 Marketing PlanMarketing Plan
Region 5 Co-Op Marketing Presentation
2004 State Travel Guides2004 State Travel Guides
Doing eight branded ads for State Visitor Guides Pennsylvania - full page with premium placement Maryland - full page inside front cover New Jersey - full page back outside cover Will use the Thanks for Traveling message Off year for Delaware – published in odd number
years only
Region 5 Co-Op Marketing Presentation
2003 Spring and Fall 2003 Spring and Fall GetawaysGetaways
Spring published in April and Fall in September
Ad size is 3/5 pageAd is full color and does not list
participating properties due to space limitations
Region 5 Co-Op Marketing Presentation
2003 Spring2003 SpringGetawaysGetaways
Region 5 Co-Op Marketing Presentation
E-CommerceE-Commerce
Purchased Banner Advertising on Orbitz during February, March and April
Will be doing another campaign in the Fall for travel during the Holidays
Region 5 Co-Op Marketing Presentation
Spring Orbitz CampaignSpring Orbitz Campaign
Produced 1,897 room nights and $135,418 in net room revenue for region
Region 5 Co-Op Marketing Presentation
CHOICE ON THE ROADCHOICE ON THE ROAD
Planning Sales Mission to a feeder city for October 2003. Focus will be on tour operators and travel agents, meeting planners, B and C accounts and AAA Offices
Feeder City will be chosen based on an area that supplies region with room nights however media exposure may be out of our budget limits
Region 5 Co-Op Marketing Presentation
United Racing ClubUnited Racing Club
Official Hotel Sponsor for 2003 with exclusivity
Receive exposure at all of their events, listed on their website as the Official Hotel Sponsor, mentioned in all press releases that are sent out
Over 30 events in our RegionCheck out www.urcsprints.com
Region 5 Co-Op Marketing Presentation
Government and Military Government and Military Trade ShowsTrade Shows
Exhibited at Travel Leisure Trade Shows
McGuire Air Force Base
Fort Momouth
Naval Air Station Lakehurst
Naval Weapons Station Earle Total attendance for all shows was approximately
775 people Distributed over 11 cases of Choice Directories
Region 5 Co-Op Marketing Presentation
Eastern Sports and Outdoor Eastern Sports and Outdoor ShowShow
Largest show of its kind in the United States held in Harrisburg, PA
18 Volunteers staffed our booth at the nine-day show in February
Handed our over 50 cases of Choice Directories
Region 5 Co-Op Marketing Presentation
Association MarketingAssociation Marketing
Sponsoring events for MPI Pittsburgh Chapter and Philadelphia Chapter
Monthly Meeting Sponsor on Wedneday, October 15, 2003 – Downtown Club, Philadelphia, PA
Exposure through their event and in membership directories, newsletters and MPI Internet sites
Ability to do follow-up mailings Business cards that are received are sent out to all
Co-Op Members
Region 5 Co-Op Marketing Presentation
AAA World MagazineAAA World Magazine
Remnant Space advertisingDone last minute – receive ad space at deep
discountsLooking to do again in the Fall if space is
availableDistributed it all AAA Member’s homes in
Virginia the end of April
Region 5 Co-Op Marketing Presentation
AAA World MagazineAAA World Magazine
Region 5 Co-Op Marketing Presentation
State Rack CardsState Rack Cards
Told at Fall Regionals that we would be printing for each state
Marketing Committee decided not best use of the funds available
Moving this money into E-Commerce
Region 5 Co-Op Marketing Presentation
Collegiate DirectoryCollegiate Directory
Placing all member hotels in directoryListed under colleges and universities that
are close to youUse what is listed in choicelink If done by individual property $95. Co-op
hotels receive listing for $20.Will be printed in July for 2004
Region 5 Co-Op Marketing Presentation
2003 Marketing Dollars2003 Marketing Dollars
Marketing Dollars from Members$ 76,800
Allocation from Choice$124,204
Miscellaneous Revenue$1,588
TOTAL MARKETING DOLLARS$202,592
Region 5 Co-Op Marketing Presentation
20032003 Co-Op PartnersCo-Op Partners
Region 5 Co-Op Marketing Presentation
Delaware ParticipantsDelaware Participants
DE005 DE015 DE017 DE021
DE027 DE402 DE403 DE404
73% State Participation
Region 5 Co-Op Marketing Presentation
Maryland ParticipantsMaryland ParticipantsMD021 MD022 MD034 MD040 MD047 MD051 MD052 MD055 MD058 MD064 MD097 MD098 MD125 MD126 MD128 MD133 MD142 MD154 MD171 MD402 MD410 MD413 MD414 MD609 MD610 MD611 MD617 MD621
MD628 56% State Participation
Region 5 Co-Op Marketing Presentation
New Jersey ParticipantsNew Jersey Participants
NJ029 NJ030 NJ036 NJ038
NJ044 NJ050 NJ082 NJ093
NJ101 NJ110 NJ113 NJ114
NJ123 NJ129 NJ138 NJ151
NJ153 NJ159 NJ162 NJ403
NJ600 NJ715 NJ718 NJ722
75% State Participation
Region 5 Co-Op Marketing Presentation
Pennsylvania ParticipantsPennsylvania Participants PA001 PA003 PA010 PA029 PA030 PA035 PA040
PA041 PA055 PA058 PA068 PA086 PA092 PA094 PA100 PA107 PA110 PA113 PA114 PA117 PA120 PA139 PA140 PA149 PA164 PA180 PA183 PA199
PA209 PA217 PA218 PA222 PA232 PA238 PA242 PA254 PA255
PA257 PA261 PA266 PA268 PA276 PA279 PA292 PA294 PA302 PA303 PA315 PA321
PA327 PA335 PA339 PA400 PA404 PA405 PA409 PA412 PA421 PA429 PA436 PA437 PA439 PA442
PA448 PA450 PA455 PA 461 - 60% State Participation
Region 5 Co-Op Marketing Presentation
How are our Programs and How are our Programs and Results Measured?Results Measured?
An SRP is assigned to each campaign or LPCT is used
Admin message is sent out informing you of the srp and what it is for
Courtesy loaded at 10% for all room types Property receives notification from Res Data that
you are loaded You can then change your offer from 10-30% off
and delete any specialty room types Set up corresponding link in Profit Manager
Region 5 Co-Op Marketing Presentation
2003 FIRST QUARTER 2003 FIRST QUARTER RESULTSRESULTS
2,330 Room Nights$172,657 in Room Revenue to
Member Properties
Region 5 Co-Op Marketing Presentation
Current SRP’s You Should Current SRP’s You Should Have LoadedHave Loaded
LPCTLORBZLMAPLURCLGWAYSLAAAVA
Region 5 Co-Op Marketing Presentation
Past SRP’s Past SRP’s
We recommend that you have loaded as we are still seeing results from them
LSTAPALWINGSLVISIT
Region 5 Co-Op Marketing Presentation
How Do I Track My ResultsHow Do I Track My Results
Look on your Source of Business Report located on Choicecentral.com
Region 5 Co-Op Marketing Presentation
How Do I Get InvolvedHow Do I Get Involved
Pay your Marketing Dollars in the amount of $600 to be included in all programs
Share your ideas with usGive us Gift Certificates to use at events we
sponsorYou must have your Marketing Dollars paid
for at the start of a campaign to be included in that campaign
Region 5 Co-Op Marketing Presentation
Who Do I Contact?Who Do I Contact?
Your FSD, any Region 5 Board Member or
Tara Ditt Betz
Corporate Director of Sales and Marketing
Glendale Management Company
(717) 249 – 8121 x 204
Region 5 Co-Op Marketing Presentation
Are you Part of the Regional Are you Part of the Regional
Effort?Effort?
If not, its not to late! Contact If not, its not to late! Contact your FSD or the Marketing your FSD or the Marketing
Committee Chair Committee Chair immediately so you don’t immediately so you don’t
miss out on further miss out on further opportunities!opportunities!
Region 5 Co-Op Marketing Presentation
YOU HAVE TO PAY YOU HAVE TO PAY TO PLAY!TO PLAY!
Questions and Answers