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marketing objective:
Increase RI consideration (and ultimately trial) to drive extended stay and leisure business. Support brand objectives (over 1-3 year horizon): Grow extended stay occupancy rate to 45%. Maintain weekend RevPar index in the mid 120s.
key drivers:
Competitive increase in ad spend putting RI at risk in awareness, consideration & trip share. Significant increase in purpose built supply causing market share erosion threat, especially when backed by strong portfolios. Opportunity to capitalize on strong value prop. for leisure/PT among families; competitors making advances to attract leisure and are gaining share in the segment.
BT brand target:
BT sub-segments:
The Marathoner (Source: 2008 Media & Lifestyle Study) Growth Opportunity (GO) Segments: Consultants & Engineering/IT Psychographics: Professional The RI target has a mostly optimistic outlook on life.
(Source: 2008 B2C Research, MMR ) Since they are on the road often, they are strong proponents of a balanced lifestyle. It is critical for them Together these segments represent to maintain work and life routines on long trips in order 39% of extended stay FBTs. to keep their professional and personal lives balanced 80% of them either stayed in ex-stay and achieve their personal best. hotels in the past 12 months (Acceptors) or did not stay at one for a Demographics: controllable reason (Light Rejectors). 69% male Only 35% include Residence Inn in their 62% married consideration set. 41years old is mean age $136k mean HH income 76% college+ educated 82% Caucasian 60% suburban 23 BTs/6.53 XS trips
A short-stay family vacation, with parents and children, especially children age 5 to 12, but also including infants, toddlers and teens. Lodging choice is driven by family-related needsa safe location, with room for all and activities for children: a room that can sleep at least 3 people and functions like home with a suite and/or mini or full kitchen. Dcor and atmosphere have little bearing on hotel choice. As the location is suburban or sometimes just off the highway, the family drives to the hotel. Trip Profile: 54% family vacation 87% Suburb or highway 87% Travel by car 81% Kids 5-12 years Demographics: Equal mix moms & dads Ages 35 to 49 $75-150k HH income Above avg. # of BTs
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sub objective: strategy: Drive consideration Develop programs aimed at and trial among building consideration to extended stay increase extended stay business travelers by occupancy increasing Include GO target sub-segment understanding of RIs (Consultants, Engineers, & IT unique purpose-built professionals) focus via media amenities. and PR. Leverage extended stay sales team and cross-brand activities. Leverage existing campaign to deliver core and supporting messages.
metrics & goals: draft Achieve identified revenue goals for each promotion/program. Monitor share shifts in targeted Amex OPEN, Amex and Rewards groups/programs. Monitor BT awareness, usage & consideration shifts in Brand Tracker. Track statistically significant shifts in core and product message delivery among BT target, as well as positive brand perceptions and ad measures. Track overall impression delivery and engagement scores delivered by the various channels. metrics & goals: Achieve identified revenue goals for each promotion/program. When available, monitor PT awareness, usage & consideration shifts in Brand Tracker. Track statistically significant shifts in core and product message delivery among PT target, as well as positive brand perceptions and ad measures. Track overall impression delivery and engagement scores delivered by ad campaigns and PR. metrics & goals: Achieve goals established for HWS and eInterface. Utilize m.com, Marriott Rewards and PR channels. Align with Field Marketing & Brand to provide relevant and actionable marketing tools for properties. Brand Voice activation across all touch points.
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Increase RI consideration (and ultimately trial) to drive extended stay and leisure business.
sub objective: Drive consideration and trial among leisure travelers (specifically families) by promoting RIs unique amenities that support leisure traveler needs.
strategy: Use RI-specific programs, communications and relevant channels that will appeal to and reach the family portion of the PT segment in order to drive consideration and weekend trip share. Leverage leisure-focused cross-brand partnerships, programs and partnerships. Conduct a concentrated PR campaign focused on families. strategy: Focus on high-impact internal channels. Develop tools to provide properties with the resources/guidance needed to activate and pull-through RI positioning and national marketing efforts.
sub objective: Drive pull through of property-level marketing and leverage internal channels in order to provide a foundation for all RI-related marketing activities.
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online and paid search
Utilize Paid Search focused on driving RI.com BT bookings Explore search marketing partnership targeting GO; focus on contextual search and search engines such as Yahoo or Bing that have robust targeting capabilities Utilize behavioral targeting based on LOS on OTA s and search engines
m.com
Explore all opportunities on M.com to provide extended stay messaging (i.e. m.com card) including test & targeting and LOS search result merchandising.
promotions/closing tools
Participate in cross-brand AmEx OPEN, AmEx, and Marriott Rewards promotions Create a ESSOC focused AmEx OPEN promotion.
objective 1:
Drive consideration and trial among extended stay business travelers by increasing understanding of RIs unique purpose-built amenities.
strategy 1:
Develop activities aimed at building consideration to increase extended stay occupancy. Include focus on the GO segments (consultants, engineering/ IT professionals). Leverage extended stay sales team and existing campaigns.
public relations
Pursue media coverage regarding RIs value message and distribution/growth, including international growth. Reach out to editors of GO-focused blogs and trade publications to drive awareness, consideration and trial
sponsorship/partnership
Leverage CFRST Small Business partnerships Investigate RI-specific partnerships focused on business services.
metrics:
Achieve identified consideration and promo goals.
media
Focus messaging on targeted and multi-channel media (TV and online) to drive consideration of purpose-built amenities among Marathon Business Traveler & GO targets. Continue mobile advertising. Begin creation of a new advertising and communication platform to roll out in 2012.
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m.com
Include family/PT focused messaging on RI.com Support leisure-focused eCommerce/m.com initiatives. Use test & target capabilities to drive PT searchers to landing pages specifically designed to meet their self-identified needs
objective 2:
Drive consideration and trial among leisure travelers (specifically families) by promoting RIs unique amenities that support leisure traveler needs.
Promotions/programs
Participate in cross-brand weekend/leisure/PT-based promotions Create RI-specific leisure-based weekend package focused on the family segment.
strategy 2:
Use specific promotions, communications and relevant channels that will appeal to and reach the Family portion of the Leisure/PT segment in order to drive consideration and weekend trip share.
public relations
Pursue media coverage regarding RIs value message for families/PT Use PR to enhance awareness around weekend/PT promotions
sponsorship/partnership
Leverage CFRST Tots Travel Too offering Participate in and leverage cross-brand partnerships developed by Brand/Partnership team (i.e. Amateur Sports and Weddings)
metrics:
media
Utilize and enhance PT/family focused campaign to illustrate and quantify the value provided by a stay at RI Include family-focused diverse media in communications strategy Involve social media/blogger outreach
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MI websites
Work with Field Marketing, eCommerce and Properties to utilize and enhance hotel websites, specifically photography and suite floor plans Translate RI.com for all Marriott global sites. Include new global properties in m.com homepage card announcements and on RI.com.
objective 3:
Drive pull through of property-level marketing and leverage internal channels in order to provide a foundation for all RI-related marketing activities.
direct mail/email
Leverage MR channels to communicate RIs value positioning for BT and PT
strategy 3:
Focus on high-impact internal channels. Develop tools to provide properties with the resources/ guidance needed to activate and pull-through RI positioning and national marketing efforts.
public relations
Promote culture/service, via customer driven service stories on RI.com
metrics: on-property
Work with eCommerce to enhance eInterface and market benefits to consumers Activate on-property opportunities as identified by the leisure We-Time research Achieve identified property activation and channel goals.
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