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About Tenwood Situational Analysis Competitor Analysis SWOT Analysis Objectives Audience Strategies Tactics Evaluation Timetable Budget
Agenda
Ithaca, NY
2013 Opening
8 miles from downtown Ithaca. Owners Kim and Russ Nitchman
5 Bedrooms, 3 porches, and multiple options for suite packages
About Tenwood Lodge
Situational AnalysisServed families from the US and from other countries
Gotten great reviews on websites like Airbnb
Had families rent the Lodge for holidays
Lack of strong brand both in the community and social media
Competitors
1. Generate media to increase awareness
2. Develop a brand identity 3. Increase bookings by
20% before 2016
Objectives
Primary Audiences
Secondary Audience
Strategy 1:Utilize social media and the website as primary platforms for communicating with target audiences.
Strategy 2:Create a revised logo and slogan to build a defined identity for the client.
Strategy 3:Appeal to college students, the local community, and tourists.
Strategies
Revamp Lodge’s Website
Facebook Branding
Instagram Branding
Pinterest Branding
Guest Awareness
Tactics for Strategy 1
Website
Enhance Promotional Material
Advertise at Local Events
Advertise Individuality
Tactics for Strategy 2
Promotional Material
Promotional Material
Advertise at Local Events
Advertise Individuality
Hire an Intern
Hold Events at Lodge1. Starry Night Event2. Tenwood Lodge Sip and Paint
Booths at Local Events:
1. Rochester Lilac Festival2. Park Ave Summer Art Fest 3. Apple Harvest Festival 4. Bank of America Winter Village at Bryant Park
Sponsor ICTV Show
Tactics for Strategy 3
Hire an Intern
Rochester Lilac Festival Park Ave Summer Fest
Booths at Events
Apple Harvest Festival Bryant Park Winter Village
Booths at Events
Broadcast by Time Warner Cable to Tompkins County
Gain hundred of viewers, including parents
Ithaca College Television
Tracking of Responses
Monitoring of Houseguest Counts
Google Analytics to Track Website Activity Compare the Number of Bookings Yearly
Measuring Responses through Guest Book
Evaluation
Timetable
Total Cost,$2905
Budget
Questions & Thanks
Thank you for this opportunity!
We will now take any questions, comments, and concerns.
