Hotel PatteeIan Todd, Tom Graeve, Jordan Wilson, Kristen Gerhardt

Problems

ProblemsProblem 1 – Heads in Beds

Problem 2 – Multifaceted Resort

Problem 3 – Awareness & Image

Secondary Research

Local AreaPopulation

7,981

Local DrawGolfWine ToursBiking

CompetitionLocalDes Moines

Industry TrendsConsumer hotel spending2012 - $101 2013 -$106

Hotel Pattee’s average rate per night is $110

The average traveller household income Leisure - $91,000Business - $120,000

Industry TrendsAverage occupancy rate is 64%.

40% business 60% were for leisure

Leisure stays that consisted of two adults - 56%

Hotel Visits by Ages 35-53 - 38% 55+ - 39

Social MediaFace book

3,162 Followers 741 Talking 509 Check-ins Average rating is 4.5 out of 5 stars Main users are 35-54

Twitter Followers -251 Following – 569 93 Tweets

SWOT- Strength - Historical - Boutique- Reputation - Close to Des Moines- Bike trail nearby - Amenities

- Weakness- Price- Location - Niche Market- Awareness- No brand name

- Opportunity- Packages - New markets - Events- Growth of hotel - Growth of town- New owners

- Threat- Hotel competition - Maintenance cost- Previous history - Far from major venues - Lack of local activities

Primary Research

Primary ResearchRespondents

67% Male 33% Female 16.7% were 18-24 66.7% were 55-64 16.7% were 75+

Primary ResearchMediums used for hotel awareness

Internet -83.4% Local TV- 66.7% Newspaper – 50% Magazine – 33.3% Cable TV – 33.3% Radio -16.67% Social media – 16.67%

Primary Research 66.7% said #1 factor in hotel choice is Quality

Willing to Pay $61- $80 – 50% $81- $100 – 33.33% $120+ - 16.67%

Traveling from hotel to destination 50% would travel10-20 miles 50% would not travel more than 10 miles

Target Audience

35+

WHY?

Target Audience

Age 18-24 Age 25-34 Age 35-44 Age 45-54 Age 55-64 Age 65+

7.1

16.8

22.523.4

17.7

12.5

Target Audience

HHI: $150,000+

HHI: $75,000-$149,999

HHI: $60,000-$74,999

HHI: $50,000-$59,999

HHI: $40,000-$49,999

HHI: $30,000-$39,999

HHI: $20,000-$29,999

HHI: <$20,0000

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35

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45

50

Objectives, Strategies, and

Tactics

Objective

“Our objective is to increase stays by 10% over the next two quarters by increasing returning customers by 5% and new customers by 15%.”

Strategy

“Our strategy is to raise awareness for the hotel by showcasing the hotels relaxing, international rooms as a local escape from daily life.”

TacticShowcase that the hotel is an escape from

daily life though various mediums Billboard Interactive Internet Banners Radio TV

Media Plan

Creative Brief

Objectives Increase the occupancy rate by 10% over the

last two quarters of 2014

Increase social awareness by 10% more Twitter followers and 10% more Facebook likes over the last two quarters of 2014

DemographicsMen and women aged 35+

People interested in relaxing in a unique, one-of-a-kind setting

People who may be in the area for events such as Ragbrai, sporting events, wine tastings and golf outings

Creative Execution

Africa Room Billboard

Ireland Room Billboard

Italy Room Billboard

Italy Interactive Banner

Ireland Interactive Banner

Africa Interactive Banner

Summary