RAB 5 2002 Marketing Presentation Presented October 2002 At Regional Meeting in Philadelphia, PA.

RAB 5RAB 52002 Marketing 2002 Marketing

PresentationPresentation

Presented October 2002Presented October 2002

At Regional Meeting inAt Regional Meeting in

Philadelphia, PA Philadelphia, PA

RAB 5 Marketing Presentation 2002

What Is……….What Is……….

IOCIOC International Operators International Operators CouncilCouncil

RAB RAB Regional Advisory BoardRegional Advisory Board

RAB 5 RAB 5 The RAB consisting of the states of The RAB consisting of the states of NJ,PA,MD and DENJ,PA,MD and DE


The Marketing CommitteeThe Marketing Committee

RAB 5 Board has done the Marketing RAB 5 Board has done the Marketing Committee work for several years Committee work for several years during quarterly meetingsduring quarterly meetings

Due to increased advertising dollars we Due to increased advertising dollars we formed a new sub committee consisting formed a new sub committee consisting of a cross section of brands and states of a cross section of brands and states in our regionin our region

The Marketing committee has been The Marketing committee has been meeting monthly to accomplish the meeting monthly to accomplish the many tasks on a volunteer basismany tasks on a volunteer basis


The Marketing CommitteeThe Marketing Committee

Monica A. WorrellMonica A. Worrell MDMD Tara Ditt BetzTara Ditt Betz PAPA Karen MansfieldKaren Mansfield PA PA Sri DharmapadamSri Dharmapadam PAPA Ed PeriaraEd Periara NJ NJ Rebecca SingleyRebecca Singley NJNJ Paul PatelPaul Patel MDMD Greg MillerGreg Miller MDMD Tim DonelyTim Donely MDMD Lynn FillibenLynn Filliben DEDE Paul RadaPaul Rada DEDE


2002 in Review2002 in Review

The board was very The board was very clear - clear - This was a year of This was a year of

pay to playpay to play

• If you were not a If you were not a member member of the co-op of the co-op you were not you were not represented in many represented in many advertisements and advertisements and marketing opportunitiesmarketing opportunities


2002 Marketing Review2002 Marketing Review

Full Page Advertisements Full Page Advertisements in the 2003 New Jersey, in the 2003 New Jersey, Delaware, Maryland and Delaware, Maryland and Pennsylvania Visitor’s Pennsylvania Visitor’s GuidesGuides The first of the ads to list The first of the ads to list

co-op members onlyco-op members only





Advertisment in 2002 Spring and Fall Advertisment in 2002 Spring and Fall Getaways GuideGetaways Guide

Advertisment in AAA WorldAdvertisment in AAA World Advertisments in US News, Time and Advertisments in US News, Time and

Business News in key feeder marketsBusiness News in key feeder markets Advertisment in MNI’s home network Advertisment in MNI’s home network

Traditional Home, etc and so forthTraditional Home, etc and so forth





Participated in the 2002/2003 Participated in the 2002/2003 National Directory of College National Directory of College Athletics Men’s and Women’s Athletics Men’s and Women’s Editions – Hotel Hot Line SectionEditions – Hotel Hot Line Section

Began a Map project for Region 5 Began a Map project for Region 5 to use as a fulfillment pieceto use as a fulfillment piece

Developed a trade show boothDeveloped a trade show booth




2002 Marketing Review2002 Marketing Review Participated in Military Recreation Trade Shows at Participated in Military Recreation Trade Shows at

McQuire Air force Base, Lakehurst Naval Air Base, McQuire Air force Base, Lakehurst Naval Air Base, Fort Monmouth and Earl Naval Weapons Station. Fort Monmouth and Earl Naval Weapons Station. Reach over 4,000 attendees. Gave away over 20 cases of Reach over 4,000 attendees. Gave away over 20 cases of

Choice Hotels Directories. Signed up over 200 Choice Privilege Choice Hotels Directories. Signed up over 200 Choice Privilege membersmembers

Participated in two Meeting Planner International Participated in two Meeting Planner International opportunities.opportunities. Silver Sponsor in Pittsburgh MPI Annual Golf Outing on early Silver Sponsor in Pittsburgh MPI Annual Golf Outing on early

JuneJune Sponsored a meeting of the Philadelphia Chapter in September Sponsored a meeting of the Philadelphia Chapter in September

at the Academy of Natural Sciencesat the Academy of Natural Sciences



Internet Marketing through Travel Internet Marketing through Travel Click promoting the LGDS special Click promoting the LGDS special raterate

Screen capture

Total Marketing Total Marketing Dollars spent Dollars spent 20022002

$ 149,100$ 149,100


Measurement of SuccessMeasurement of SuccessIn the past we have measured our In the past we have measured our

success two ways success two ways 1. Reader Responses

2. SRP Results

This year we added two This year we added two more tracking methodsmore tracking methods

1. Toll Free 800 Number Phone Calls

2. Client Files – Key Words


2002 Results 2002 Results ( as of August 31, 2002)( as of August 31, 2002)

•Reader ResponsesReader Responses Over 4,000 Over 4,000 requestsrequests

•Toll Free CallsToll Free Calls Over 1,500 callsOver 1,500 calls

•Key Word RequestsKey Word Requests

SRP ResultsSRP Results

Over 10,000 room nightsOver 10,000 room nights

Over $800,000 in room revenueOver $800,000 in room revenue


Special Rate Programs Special Rate Programs ( SRP)( SRP)

There are currently seven SRP’s that There are currently seven SRP’s that you could and should be you could and should be participating with at property levelparticipating with at property level

1.1. LSTAPA LSTAPA 5. LWINGS5. LWINGS

2.2. LVISITLVISIT 6. LPCT6. LPCT

3.3. LMAPLMAP 7. LGDS7. LGDS

4.4. LGWAYSLGWAYS


Special Rates Programs Special Rates Programs (SRP)(SRP)

Offer a 10-30% discount set by Offer a 10-30% discount set by individual hotelsindividual hotels

Only available when you want to Only available when you want to offer themoffer them

Offered until March 2004Offered until March 2004 FLEXIBLEFLEXIBLE Note LPCT and LGDS are only Note LPCT and LGDS are only

available to paid co-op membersavailable to paid co-op members


Marketing Facts we knowMarketing Facts we know Choice has a continued “ The power of Choice has a continued “ The power of

being there – GO!” advertising campaign. being there – GO!” advertising campaign. It’s their job to build brand recognition It’s their job to build brand recognition

(image marketing) through TV, Radio and (image marketing) through TV, Radio and Print. Print.

They have the dollars to build brand loyalty.They have the dollars to build brand loyalty. We can tie into this STRONG campaign. It We can tie into this STRONG campaign. It

makes sense to leverage off that reach.makes sense to leverage off that reach. Regionally, we can have our best impact by Regionally, we can have our best impact by

reaching out for switchers, emerging reaching out for switchers, emerging markets markets


2003 Marketing Goals2003 Marketing Goals Focus on marketing opportunities that are Focus on marketing opportunities that are

not being pursued at a national corporate not being pursued at a national corporate level.level.

Promote the Midscale Brand hotels, Clarion, Promote the Midscale Brand hotels, Clarion, Quality, Comfort, Sleep and MainstayQuality, Comfort, Sleep and Mainstay

Utilize the market research provided to us Utilize the market research provided to us by Choice Hotels to help us target by Choice Hotels to help us target geographic areas that has produced results geographic areas that has produced results for hotels in our regionfor hotels in our region

Remain “in campaign” at all timesRemain “in campaign” at all times


2003 Marketing Plan2003 Marketing Plan Advertise the Midscale Brands in the following Advertise the Midscale Brands in the following

publicationspublications1.1. 2004 Pennsylvania Visitor Guide2004 Pennsylvania Visitor Guide2.2. 2004 Maryland Visitor Guide2004 Maryland Visitor Guide3.3. 2004 New Jersey2004 New Jersey4.4. Spring and Fall Getaways GuideSpring and Fall Getaways Guide5.5. State Calendar of Events as availableState Calendar of Events as available


2003 Marketing Plan2003 Marketing Plan

Create State Rack Cards for Create State Rack Cards for participating hotelsparticipating hotels

Create a Co-op WebsiteCreate a Co-op Website Participate in various military trade Participate in various military trade

showsshows Participate in the Eastern Outdoor Participate in the Eastern Outdoor

Sports ShowSports Show Participate in MPI Trade ShowsParticipate in MPI Trade Shows


2003 Marketing Goals2003 Marketing Goals

Significant Significant investment in investment in Internet Internet Marketing Marketing specifically LGDSspecifically LGDS

Niche Marketing Niche Marketing as opportunities as opportunities arisearise


2003 Marketing2003 Marketing

Based on the changing economic Based on the changing economic times we know the plan needs to times we know the plan needs to be fluid and flexiblebe fluid and flexible

We felt it was important to repeat We felt it was important to repeat proven successes, while targeting proven successes, while targeting markets that would put business in markets that would put business in our hotels TODAYour hotels TODAY


2003 Marketing Dollars2003 Marketing Dollars

Choice Co-op Buy In Choice Co-op Buy In

$ 125,000$ 125,000Potential Co-op Participants Buy In Potential Co-op Participants Buy In

(60%)(60%)

$ 55,000.00$ 55,000.00

TOTAL POTENTIAL CO-OP BUDGETTOTAL POTENTIAL CO-OP BUDGET

$ 180,000$ 180,000


What can you do?What can you do?

Participate Participate with with only a $600.00 buy only a $600.00 buy

inin

Note: you would Note: you would only need 6-12 only need 6-12

room nights to pay room nights to pay for your for your

participation in the participation in the programprogram



Complete the Complete the participation form participation form

The The SOONER SOONER THE BETTERTHE BETTER. . You must have it You must have it in by January 5, in by January 5, 2003, to be a part 2003, to be a part of the programof the program



Mail us your check Mail us your check for $600.00 by for $600.00 by January 15, 2002January 15, 2002

Make check payable Make check payable to RAB 5 Co-op to RAB 5 Co-op Marketing 2002Marketing 2002

Mail to Pam Lytle Hess c/o Hess Hotels Group 1807 Edgewood Road Edgewood, MD 21040

Phone: 410-679-2997 Fax: 410-671-6608


RememberRemember

You’ve You’ve got to got to Pay to Pay to PlayPlay


What can you What can you do?do?

Be a Be a part of part of

the the Regional Regional

EffortEffort


What can you do?What can you do?BE A BE A PART PART

OF THE OF THE TEAM!!!TEAM!!!

RAB 5 2002 Marketing Presentation Presented October 2002 At Regional Meeting in Philadelphia, PA.

Documents

marketing reviewrab

marketing reviewparticipated

marketing committeemonica

marketing reviewadvertisment

marketing opportunitiesrab

marketing committeerab

marketing committee

regionthe marketing