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This sample marketing plan was created with Marketing Plan Pro software.

Place: product and service information are sold to the guest via personal selling, direct marketing, advertising and the Internet. Delivery channels include travel agents and international reservations systems.

Product Marketing

Product: high quality facilities accompanied by exemplary personal service, differentiated from competition quality with the overall brand strategy has proven to be a successful approach generating high levels of repeat business.

Pricing

Pricing strategy has been consistent with the differentiation objective, to provide added value for a reasonable rate as opposed to discounting and de valuing our products and services.

Room rates quoted are net of tax and service, are per night, per room with continental breakfast included:

  • Corporate single - $95.00;
  • Corporate double - $125.00;
  • Corporate double deluxe - $ 175.00;
  • Corporate suite - $225.00 (maximum occupancy 2 persons).

Conference room rates are net of tax and service, quoted per day use with tea and coffee breaks (2) included:

  • The Riverview Boardroom - $260.00;
  • The Riverview Conference Hall - $320.00;
  • The Riverview Ballroom - $875.00.

Promotion

Promotion: primary focus will remain on mass communication via print ads in trade publications and on the Internet. Direct mail campaigns to existing and prospective clients will increase as a cost effective means of targeted campaigning.

Personal selling in the local market will remain an important element of the mix in order to continue to build long-term relationships within the local community and generate high levels of corporate activity.

Public relations activities will continue to play an important role in the marketing mix, presenting the hotel as a supportive member of the community and participating in significant local events.

Advertising

The following table shows our primary advertising milestones.

Advertising Milestones

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Milestones
      
AdvertisingStart DateEnd DateBudgetManagerDepartment
Contract media space1/1/20054/1/2005$20,000GeoffMarketing
Ad agency liasonon print ad material1/1/20053/28/2005$11,000GeoffMarketing
Dispatch/monitor campaign results5/1/20058/1/2005$2,000SallyMarketing
Total Advertising Budget  $33,000  

Public Relations

The following table shows our primary PR milestones.

PR Milestones

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Milestones
      
PRStart DateEnd DateBudgetManagerDepartment
Public relations functions to schedule2/1/20053/1/2005$0AnnePR
Evaluate sponsorship requests3/1/20054/1/2005$0AnnePR
Establish list of sponsorship events/companies4/1/20056/1/2005$6,000AnnePR
Total PR Budget  $6,000  

Direct Marketing

Our direct marketing will be handled by our PR agency. We will buy select targeted list of corporate companies and send them information about Riverview Hotel. We know that we are no experts in direct marketing so it will be important that our PR agency handles every aspect of direct marketing for us.

Direct Marketing Milestones

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Milestones
      
Direct MarketingStart DateEnd DateBudgetManagerDepartment
Direct mail lists to purchase/prepare2/1/20053/1/2005$6,000SallyMarketing
Ad agency liason on direct mail material3/1/20043/1/2005$7,000SallyMarketing
Total Direct Marketing Budget  $13,000  

Web Plan

Our website is already up and running, but needs to be revamped to give it an updated look and feel, as well as to add secure interactivity. The content is good -- it just need a little refresher.

We need:

  1. New home page design and navigation
  2. Online reservations capability
  3. Printable brochure

Website Goals

Our website needs to be able to do the following:

  1. Convey our messaging of high quality, luxury business accommodations
  2. Be indexed on major travel websites so that people find us
  3. Be able to take reservations online and make changes to reservations online

Website Marketing Strategy

Our main website marketing strategy hinges upon making sure all major travel sites such as Expedia.com, Orbitz.com, and Hotels.com list our hotel when customers search for hotels in our area.

Development Requirements

To attain the level of interactivity we want in our redesign, we need to increase the features allowed (security for reservations and credit-card processing, daily back-ups, and real-time database linking) and service-level of our hosting service. This will slightly increase our monthly hosting fee.

Sally has contracted with a database developer to update our reservations system to be compatible with the online reservation requirements. The new website will be ready to launch in April.

Pay-per-click ROAS

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Pay-Per-Click ROAS
         
NetworkMonthly CostClicksLeads GeneratedOrdersMonthly RevenueROASCost-per-clickCost-per-lead
Google$3,0006007510$5,000167%$5.00$40.00
Yahoo!$2,000300405$4,000200%$6.67$50.00
Other$500100303$1,500300%$5.00$16.67
Total550010001451810500222%$5.56$35.56

Website Milestones

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Milestones
      
Web DevelopmentStart DateEnd DateBudgetManagerDepartment
Homepage Re-design1/1/20051/15/2005$1,000ShellyMarketing
Printable Brochures1/1/20051/15/2005$2,000ShellyMarketing
Online reservations1/1/20051/15/2005$6,000ShellyMarketing
Total Web Development Budget  $9,000  

Service

Our hotel provides guests with an alternative to the impersonal, large five star properties in the city. Strategically located, our property enables our guests to be at the heart of the business community and yet in an environment of calm and professionalism. We seek to differentiate our product and services in the following areas:

  • Personal recognition of our frequent travelers who return time and again.
  • Luxurious rooms that offer a sense of doing business from 'home.'
  • Staff that have a strong customer-service ethic.
  • Business facilities second to none in town.

Implementation Schedule

New marketing campaign efforts will be focused from January through April, aimed at the launch of the redesigned website in April. We will continue to track the results of this campaign for the remainder of the year.

Milestones

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Milestones
      
AdvertisingStart DateEnd DateBudgetManagerDepartment
Contract media space1/1/20054/1/2005$20,000GeoffMarketing
Ad agency liasonon print ad material1/1/20053/28/2005$11,000GeoffMarketing
Dispatch/monitor campaign results5/1/20058/1/2005$2,000SallyMarketing
Total Advertising Budget  $33,000  
PRStart DateEnd DateBudgetManagerDepartment
Public relations functions to schedule2/1/20053/1/2005$0AnnePR
Evaluate sponsorship requests3/1/20054/1/2005$0AnnePR
Establish list of sponsorship events/companies4/1/20056/1/2005$6,000AnnePR
Total PR Budget  $6,000  
Direct MarketingStart DateEnd DateBudgetManagerDepartment
Direct mail lists to purchase/prepare2/1/20053/1/2005$6,000SallyMarketing
Ad agency liason on direct mail material3/1/20043/1/2005$7,000SallyMarketing
Total Direct Marketing Budget  $13,000  
Web DevelopmentStart DateEnd DateBudgetManagerDepartment
Homepage Re-design1/1/20051/15/2005$1,000ShellyMarketing
Printable Brochures1/1/20051/15/2005$2,000ShellyMarketing
Online reservations1/1/20051/15/2005$6,000ShellyMarketing
Total Web Development Budget  $9,000  
OtherStart DateEnd DateBudgetManagerDepartment
Name me1/1/20061/15/2006$0ABCDepartment
Name me1/1/20061/15/2006$0ABCDepartment
Name me1/1/20061/15/2006$0ABCDepartment
Other1/1/20061/15/2006$0ABCDepartment
Total Other Budget  $0  
Totals  $61,000  

Sales Plan

Our sales plan hinges upon our sales strategy, sales process and, prospecting plan. As long as we follow the plans laid below we should be in good shape.

Sales Strategy

Riverview Hotel's sales strategy hinges upon repeat visits by key corporate accounts. We need to develop a relationship with the companies listed in our Sales Account Plan, as well as actively generate new accounts by soliciting first time corporate visitors.

It will be important to remain competitive on price, as well as amenities. The corporate accounting department wants to make sure they limit the amount of money spent per night per employee on a business trip, but the business traveler will be able to express preference. If the price is right, and the business traveler knows that they will have all amenities they need while at the Riverview Hotel, we will be assured of keeping and attracting key accounts.

Sales Process

We will be sure to mail out corporate packets every 6 months to our key accounts, as well as any new accounts we acquire. The packets will have information about corporate pricing and discounts, as well as information about rooms and amenities for the companies to share with business travelers.

The biggest piece of our sales process will depend on personal relationships. We will need to make every business traveler feel like we remember them and we know their likes and dislikes. We also need to cultivate good relationships with the person at the company who makes travel arrangements.

 

Sales Account Plan

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Sales Account Plan
      
Target AccountsHistoryStatusAnnual Sales PotentialKey Account Manager 
Company Adisappointed w/ currentproposal made$20,000Geoff 
Company Breferral from Jackdesigning proposal$15,000Geoff 
Company Crequest on 12/15drafting response$10,000Sally 
      
Existing Key AccountsHistoryStatusAnnual Sales PotentialKey Account Manager 
Company 13 yearsStable$40,000Sally 
Company 25 annual conferencescheck next month$60,000Geoff 
Other--$0- 
Total  $145,000  

Prospecting Plan

Whenever a new customers stays at our hotel we need to be able to determine whether it is for leisure or business. If it is for business -- we need to make sure to get the customers business name and address so that we can send a corporate packet to the company letting them know about corporate pricing and special business amenities.

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