Sales & Marketing Plan - Completed

7/28/2019 Sales & Marketing Plan - Completed

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Sales & Marketing Plan

Country Inn & Suites

Oklahoma City, Ok

2009

Director of Sales: Sherree L. Martinez

General Manager: Colette Wear

Created: May 29, 2009

Last Updated: Saturday, June 08, 2013


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Country Inn & Suites OKC Airport

Oklahoma City, Oklahoma

Mission Statement:

To generate and boost revenues for the hotel by servicing new& existing accounts to ensure repeat business.Maximize the occupancy and ADR of the hotel

while upholding excellent guest service andexceeding our guests expectations.

Maintain and eventually grow our market share.Provide a consistent level of quality customer service.

The Customer Really Matters!

Property Overview:

The Country Inn & Suites is located 3 miles north of the Will Rogers International Airport andfeatures 102 guest rooms. We offer a Complimentary Deluxe Hot Breakfast. We have a

beautiful indoor pool, hot tub and fitness center. All of our rooms and suites comewith complimentary high-speed internet, microwave, mini fridge, coffee maker, hair dryer,

Iron & Board and 32 LCD Television and work desk. Additionally, we have a meeting roomcapable of seating up to 50 people. We are also proud to offer the Read It & Return LendingLibrary. Plus, to really exceed our guests expectations we offer complimentary cookies,

coffee and tea 24 hours a day!

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Country Inn & Suites OKC AirportOklahoma City, Oklahoma

Competitive Analysis Worksheet

Information Your Hotel Hotel #1 Hotel #2 Hotel #3

Year Opened 2008 1991 1999 1998

Most Recent Renovation New 2007 2007 Sept. 2008

Total # of Rooms 102 134 99 84

Total # of Suites 34 8 10 24

Curb Appeal/Exterior Look B A C D

Rank for Location A C B D

Rank for Service A B C D

Rank for Value A B C D

Rank for Facilities A D B CRank for Loyalty Program D C B A

Rank for Web Site A D B C

AAA Diamond Rating 3 3 3 3

Number of Meeting Rooms/sq. Ft. 1-1200 sq. ft. 1 600 sq. ft. 2 - 800 sq. ft.+ 1 600 sq. ft.

Free Breakfast Full HotExpanded

ContinentalDeluxe Cont. Deluxe Cont.

Exercise Area Yes Yes Yes Yes

Pool Indoor Yes Yes Yes

Hi-Speed Internet Yes Yes Yes Yes

Shuttle Yes Yes Yes YesParking Fees No No No No

Business Center Yes Yes Yes Yes

Managers Reception 1 nt. /week Comments:

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CountryInn & Suites OKC AirportOklahoma City, OK

My Hotel S.W.O.T. Analysis(Strengths, Weaknesses, Opportunities, Threats)

Strengths Airport location

Close to newly designed River walk with boat ramp and boating todowntown/bricktown area.

Conveniently located near major highways. Six miles from downtown businessdistrict.

Complimentary hot breakfast

Managers reception Wednesday night

Welcoming dcor

Goldpoints plus

Perfect for business and leisure

Weaknesses Competition

No attached restaurant

No visibility from I-40

Opportunities Increase Corporate Market Share

Increase Government Market Share

Increase weekend business

Threats Three new hotels being built within 2 blocks within the year.

S.W. 15th

opened through MacArthur now more new hotel potential Several new hotels opened in Oklahoma City in current year and

Many more in pipeline.

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Hampton Inn OKC AirportOklahoma City, Oklahoma

Competitor S.W.O.T. Analysis

Strengths

Hilton honors points Cloud Nine beds

100% Hampton guarantee

Group bookings online

Complimentary expanded deluxe continental

Weaknesses

Older property

Opportunities Established

Repeat

Loyalty

Threats Changing Flags in 2010

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Wingate InnOklahoma City, Oklahoma


Strengths Formal Holiday Inn next door, now a full service Wyndham Hotel.

Complete renovation to be done in next few months.

Weaknesses Older property

Opportunities Partnering with the Wyndham Hotel

Threats Less overflow

Less referrals

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Holiday Inn ExpressOklahoma City, Oklahoma


Strengths Visable from I-40

Weaknesses Hidden back in industrial area.

Opportunities

Threats Established customer base

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OKLAHOMA CITY, OKLAHOMAMarketplace S.W.O.T. Analysis

Strengths Recession proof

Weaknesses Many new hotels more competition

Not enough city-wide bookings by the Convention & Visitors Bureau

Opportunities Larger city wide events in future due to progress of downtown hotels in future.

Threats Too many rooms being built in the city.

Major road construction on I-40

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Target MarketCorporate Segment

Segments Needs Country Inn & Suites Offering to Segment

Saturation of corporatemarket

Excellent property/location for Corporate travelers

Positioning Statement:

To increase our fair share of the corporate client base through consistentsolicitations while establishing trust and rapport with potential and repeat business.

Country Inn & Suites is a perfect hotel for your upcoming business trip to the area.With complimentary high speed internet access throughout the hotel, complimentaryairport transportation (only 3 miles from Airport) and excellent business center.

Top 5 Corporate Accounts

Company Name Previous YearsVolume

Notes

Burns & McDonnell New buildCameron International New buildJervis B. Webb New buildFAA New buildPollock Paper New build

Top 5 Wish List Corporate Accounts

Company NameHotel They

AreCurrently

Using

AnticipatedVolume

Notes

Boeing Various 150+United Technologies Various 100+Dell Various 75+Northrup Grumman Various 100+Lockheed Martin Various 100+

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Sales & Marketing Objectives and Action Items

Objective #1 To Increase Corporate Transient Room Nights and Local NegotiatedRates by 5% while maintaining a $ 2 ADR or higher over last year.

Segment: Corporate

Action Item AnticipatedCost

ActionOwner

ImplementationDate

Recap

Courtesy calls to top 10None DOS Continuously

Increase Local

Negotiated Accounts by10 this year

None DOS Monthly

Send out Thank Yousto all groups

$25.00 DOS Continuously

Calls made to topaccounts that providebusiness to theimmediate area.

None DOS Weekly

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Target MarketTraining Groups


Sleeping rooms & meetingspace

Provide small training meetings to local Corporatecompanies

Catering Offer limited menus for catered meals

Close proximity to theiroffice

Surrounded by business in a 10 square mile area.


Increase meeting room/smaller training groups with limited food & beverage.

Competitors that can meet these guests needs: All

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Objective 2: Training Groups Create an all inclusive meeting package to promotewith nearby Companies that have this particular need for smaller groups.

Segment: Training Groups


ActionOwner

ImplementationDate

Recap

Create an all inclusivemeeting package topromote to nearbycompanies.

None DOS 6-15-2009

Utilize goldpoints plusfor planners as anadditional incentivebooking

$250 DOS Use throughoutthe year

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Target MarketTour Groups


Complimentary cookies, tea & coffee 24 hours

Complimentary hot breakfast


Country Inn & Suites is located near conveniently near all attractions,downtown/bricktown area, fairgrounds, stockyards, Remington Park and the OKCNational Memorial. Surrounded by various restaurants capable of handling groups.

Competitors that can meet these guests needs: All

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Objective 3: Tour Groups

Segment: Leisure


ActionOwner

ImplementationDate

Recap

Develop Electronic flyerto e-mail all tours thatstop in Oklahoma City.

None DOS 7-01-09

Greeting bus uponarrival. Provide smallgifts from theConvention & Visitorsbureau.

None DOS Immediately

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Target MarketSegment #4

Segments Needs Enter Hotel Name Here s Offering to Segment


Competitors that can meet these guests needs:

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Objective 4:

Segment:


ActionOwner

ImplementationDate

Recap

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Target MarketSegment #5

Segments Needs Enter Hotel Name Here s Offering to Segment


Competitors that can meet these guests needs:

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Objective 5:

Segment:


ActionOwner

ImplementationDate

Recap

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Country Inn & Suites Future Sales & Marketing Actions

Year Two Objectives

Continue to work with local Oklahoma City CVB to capture overflow.

Saturate all markets in order to get our fair share Work with top accounts from the Hotelligence Report that give the highest

production for our area. Complete all RFPs for local companies that have inbound travel.

Continue to exceed all current and future guests expectations.

Year Three Objectives

Continue maximizing the occupancy & ADR.

Continue to exceed all current and future guests expectations.

Miscellaneous Notes for Future Sales & Marketing Plans:

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Country Inn & SuitesSales & Marketing Budget

Quarter 1 Quarter 2 Quarter 3 Quarter 4

Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.

Advertising

Radio

Magazine

Online

Newspaper

Direct Mail

Billboard

Sales

Collateral

PromotionalItems

Travel &Entertainment

Tradeshows

Other

TOTAL

Budget Items Details:

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Documents

Sales & Marketing Plan - Completed