Houses on the Lake
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Upon the launch of the business, Robert Hopkins will perform all marketing activities. To provide a specific focus for these activities, Hopkins will put aside three hours per work day throughout the first year to work on marketing outreach and programs. This time will be scheduled at non peak hours and will only be interrupted by customer check-ins and check-outs if they must occur at those times.
The milestones table illustrates the key marketing activities around the launch of the business. Before the business officially opens in October 2010, the marketing campaign will begin with the development of the branding, website, brochure, and print ads. Internet advertising, direct mail, and the running of those print ads will occur after October 2010.
The monthly marketing themes give a focus for Robert Hopkins' efforts each month on an ongoing basis. Although each of these areas must be designed for the launch of the business, they will be revisited each year in the corresponding month with at least ten hours of focus on their revision and improvement.
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|1||Print Advertising and Marketing Materials|
|3||Image and Testimonial Refreshment|
|4||Customer Referral Program and Discount Offers|
|8||Supplier Marketing (Marketing efforts to houseboat owners)|
|10||HOTL Rewards Program|
|12||Travel Agency Referral Program|
|Advertising||Start Date||End Date||Budget||Manager||Department|
|Create and Buy Print Ads||9/1/2010||9/30/2010||$10,000||RH||Marketing|
|Print Advertising Runs||10/1/2010||3/31/2010||$0||RH||Marketing|
|Total Advertising Budget||$10,000|
|Branding||Start Date||End Date||Budget||Manager||Department|
|Create Logo||8/1/2010||9/1/2010||$500||Graphic Designer||Marketing|
|Create Stationery||9/1/2010||10/1/2010||$500||Graphic Designer||Marketing|
|Total Branding Budget||$1,000|
|Direct Marketing||Start Date||End Date||Budget||Manager||Department|
|Create Travel Agent Marketing Kit||4/1/2011||5/1/2011||$2,500||RH||Marketing|
|Direct Mail to Travel Agents & Tourism Groups||5/1/2011||5/31/2011||$500||RH||Marketing|
|Total Direct Marketing Budget||$8,000|
|Web Development||Start Date||End Date||Budget||Manager||Department|
|Facebook Page development||6/1/2011||8/1/2011||$0||RH||Marketing|
|Total Web Development Budget||$12,000|
|WOW Process||Start Date||End Date||Budget||Manager||Department|
|Create Customer Survey||1/1/2011||2/1/2011||$0||RH||Operations|
|Total WOW Process Budget||$0|
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