1. Hotel Pattee Ian Todd, Tom Graeve, Jordan Wilson, Kristen Gerhardt

2. Problems

3.  Problem 1 – Heads in Beds  Problem 2 – Multifaceted Resort  Problem 3 – Awareness & Image

4. Secondary Research

5. Local Area  Population  7,981  Local Draw  Golf  Wine Tours  Biking  Competition  Local  Des Moines

6. Industry Trends  Consumer hotel spending  2012 - $101  2013 -$106  Hotel Pattee’s average rate per night is $110  The average traveller household income  Leisure - $91,000  Business - $120,000

7. Industry Trends  Average 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

8. Social Media  Face 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

9. 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

10. Primary Research

11.  Respondents  67% Male  33% Female  16.7% were 18-24  66.7% were 55-64  16.7% were 75+

12. Primary Research  Mediums 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%

13. 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

14. Target Audience

15. 35+ WHY?

16. Target Audience

18. Objectives, Strategies, and Tactics

19. 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%.”

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

21. Tactic  Showcase that the hotel is an escape from daily life though various mediums  Billboard  Interactive Internet Banners  Radio  TV

22. Media Plan

23. Creative Brief

24. 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

25. Demographics  Men 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

26. Creative Execution

27. Africa Room Billboard

28. Ireland Room Billboard

29. Italy Room Billboard

30. Italy Interactive Banner

33. Ireland Interactive Banner

37. Africa Interactive Banner

40. Summary