Welcome!We are
Meet Our Team
Chris CalandraDan Cresci
Rebecca DuchiKatherine Hasler
Maureen LoweMeredith Maher
Experience:
• Providence College Students
• Marketing Majors• Background: Dr. Jelinek’s
Promotional Strategy Class
U.S. Virgin Islands
St. Thomas Resort
The Ritz-CarltonMotto
At The Ritz-Carlton Hotel Company, L.L.C., "We are Ladies and Gentlemen serving Ladies and Gentlemen." This motto exemplifies the anticipatory service provided by all staff members.
The Credo• Genuine care and comfort highest mission.• Pledge to provide finest personal service and facilities• Warm, relaxed, refined ambience• Experience enlivens the senses, instills well-being, and fulfills even
the unexpressed wishesSource: Ritz-Carlton
Project Overview SWOT Analysis Target Market Creative Brief IMC Campaign
– Magazines– Print Advertisement– Email blast– Newspaper– Internet Banner
Featured Events Budget
– Breakdown of Total Expenditures
Creative Pitch– Why this will
work
SWOT AnalysisStrengths • Strong, well-known brand name• High Quality• Top of the line customer service• Able to charge higher fee for quality service and name• Do not have to sacrifice standards to reach customer
Weakness• Expensive in a poor economy• Only attainable to the wealthy
Opportunity• Attracting large groups of people - weddings, events, trade events • Advertising to upper class in retirement with money to spend• Marketing to wealthy women whose children have grown, & are looking to create memories
Threats• Economic conditions • Other luxury hotels with competitive offers
Target Market Focus: Female Travel Companions
Women control $5 trillion in U.S. business and consumer spending & influence 80% of all such spending nationally
Target Market traveling in record numbers:– Women traveling with sisters, mothers, best friends
Source: Market Metrix
Target SegmentGender: FemaleAge Range:– 45-65 years old
Household Income:– Wealthy, Upscale, Upper-Middle Class, $75,000+
annual IncomeEducation:– Post- graduate degree and College graduate
Target market Demographics: Lifestage
Accumulated WealthBaby Boomers with adult children; prime audience for print media, expensive cars and frequent vacations
Midlife Success Childless singles and couples in their thirties and forties. Big fans of the latest technology, financial products, aerobic exercise, and travel.
Young Accumulators are slightly younger and less affluent large families with comfortable, upscale lifestyles. favor outdoor sports, technology and adult toys like powerboats, and motorcycles. media tastes lean towards cable networks targeted to children and teenagers.
Source: Prism
Target Market Demographics:
Social Group Elite Suburbanites: upscale incomes- can afford to spend heavily
on technology, powerboats, books, magazines, luxury cars and exercise equipment
Urban Uptowns: enjoy the arts, shop at exclusive retailers, drive luxury imports, travel abroad, and spend heavily on computer and wireless technology
Affluentials: lower median income- still enjoy comfortable, suburban lifestyles; big fans of health foods, computer equipment, consumer electronics
Source: Prism
Target Market Themes
Women who love foreign travel Heavy involvement with computers,
the internet and wireless technology
Enjoy active lifestyles
Health conscious
Target Market & the Premium Experience
Happiness: 66% of the women describe themselves as "very happy” The Experience: bonding with friends & family
Health: Physical and mental health is a high priorityTarget market -10 pounds lighter than average The Experience: Wellness retreats, spa retreats
Activity levels: 52% can be identified as highly active
The Experience: women’s adventure vacations, golf vacations
Source: Gallup
Creative Brief
Objective: To attract our already strong “elite” female target market and bring in a new female market for this once in a lifetime experience
Target Audience: Women ages 45-65, Wealthy, Upper-Middle $75,000+ annual income, post- graduate degree and College graduate
Message Theme: Making memories and the luxurious experience
Support: With our plan to incorporate the Ritz’s daily activities with the three “Main Events” at the “If You Can Dream It…” event, we will be able to
attract these women in our target market by offering something newand fresh to the elite class.
Constraints: TradeMark, Logo, The ability to reach the different “average Joe’s” in our target market if they know what the Ritz Carlton stands for.
We hope to reach our target market with the budget we have set.
Creative Brief:
Objective
To attract our already strong “elite” femaletarget market and bring in a new female market
for this once in a lifetime experience
Creative Brief:
Message Theme• “Girls Getaway”• Focus on the luxurious experience• Making memories
Creative Brief:
Support• Recent trends have proven that travelers enjoy
an experience • Despite the bad economy, affluent consumers
are likely to still spend money on travel
Slogan
Let us stay with youWhy we chose to stay with current slogan:• Recently changed, revamped entire marketing efforts• Sales have gone up in the past year• Has brought success for the organization• We believe in this slogan• Want it become well-known with the brand• Goes along with our IMC: Experience is worth more
Sub Slogan
Don’t Just Dream It• Appealing to elite audiences• Ties in with our IMC “all about the experiences”• Short, to the point, but eludes to more• Posing a question in audience’s mind: want to find out what they’re missing
IMC CampaignMagazines
Email Blast
Newspaper Column
Internet Banner
Featured Events
Featured Events• Sunset Cruise• International Wine Tasting• Bulgari Spring Collection Exclusive Premiere
Print Media: Magazines Average Income:
$293,064 Average Net Worth:
$3.7 million 52% under 45, 46%
age: 45+ 59% male readers,
41% female
Demographic: 89.1% Women
Age: 45.8% 35-54, 55+
Household Income: 125K + 66.4%150k +46%
Main focus is women’s fashion Demographic: 72.5% Women Median Household Income: $75,055.40
ELLE women are sophisticated,
modern, self assured High purchasing
power Excellent taste
Affluent Audience Median Household
Income: $94,815 Graduated College:
67% Gender:
51% Women
*
You are invitedto an Exclusive event Just for you and your Girlfriends. many
activities AWAIT you including: A sunset cruise on the Atlantic, A jewelry premier of the bulgari spring line & an international wine
tasting night.
6900 Great Bay, St. Thomas, U.S. Virgin Islands 00802 U.S.A.
Phone: (340) 775-3333
to an Exclusive event Just for you and your
Girlfriends. many activities AWAIT you including: A
sunset cruise on the Atlantic, A jewelry premier of the bulgari spring line &
an international wine tasting night.
6900 Great Bay, St. Thomas, U.S. Virgin Islands 00802 U.S.A.
Phone: (340) 775-3333
You are invited
Email Blast
Only send to the female database of “Ritz-Carlton Community email”“Click Here” internet linkHow does one become a member? Why maintain this?
Click here for details
Newspaper Column
National Implementation New York TimesWall Street JournalBoston Globe
Despite declining readership, our target audience still reads the newspaper
Internet Banner
Blog Statistics• 90% of moms and 76% of women in general are online• As of July 2011, an estimated 164 million blogs exist, the U.S. makes up 49%• 18.3 million internet users who are moms read blogs once a month
Source: E-Marketers online and RightMix Marketing
Click here for details
Popular Blogging Sitesfor Women
Luxist.com 108,478 UMV expensive
watches, jewelry, and clutches
mizfitonline.com 2,286 UMV Articles about
staying fit, exercising and eating healthy for women
Womenonbusiness.com 3,207 UMV Press releases, up to
date news, and articles about women in the business world
Competition SpendingOrient-Express Hotels
Theme: “Embark on a journey like no other.”Agency: Chandelier CreativeBudget: $1 million
Luxury CollectionTheme: “Life is a collection of experiences. Let us be your guide.”Agency: Atmosphere ProximityBudget: $700,000
Source: EliteChoice.org
Previous Budget trend
According to Kantar Media, part of WPP,The Ritz-Carlton Hotel Company L.L.C. spent on advertising:– 13.5 million on ads last year– $9.1 million in 2009– $17.6 million in 2008– $22.1 million in 2007
Source: New York Times
27%
14%
20%
14%
24%
Total Expenditures
MagazinesEmail BlastNewspaperInternet BannerFeatured Events
Creative Pitch
We’re a full-service advertising agency that successfully combines traditional and digital marketing.
We have proven success in targeting the female market.
Our agency has experience in the hospitality industry with proven success in the luxury hotel space.
We are driven toward results: our clients are our best references which we will be happy to provide to you
One of a handful of marketing agencies to receive the PRWeek Magazine Award, the
highest accolade given each year to the best corporate, nonprofit and agency teams.
Thank YouChris Calandra, Dan Cresci,
Rebecca Duchi, Katherine Hasler,Maureen Lowe, and Meredith Maher
