1. Marketing Plan David RoyallJared Lauritsen Eric EverettNicole Radut

2. Outline Introduction Marketing Strategy: Three Target Markets Strategies Competitive Forces Communication Implementation: Introduction Vacationing Retirees Adventurers Transients Conclusion and Questions

3. Marketing Plan Purpose – Generate additional funding – Best uses of media and marketing techniques – Market segments Vision & Objectives – 25% occupancy in 1 st year – Sustainable marketing

4. Marketing Strategy Three target markets – Vacationing retirees – Adventurers – Transients

5. Vacationing Retirees Why would they want to come to the Inn? – Escape from their normal surrounding – Relax in nature – Do some easy outdoor activities Emphasis: Room´s porches Monastery antiques Quality of furniture The Monastery´s silent breakfast Explore the Monastery Spirit Center, Museum & Gift Shop

6. Adventurers Younger Require less amenities Want to be close to nature Marketing focus Outdoor recreation Local amenities Snow Hiking Water Online reservations

7. Transients Range from any age group Same marketing plan – Word of mouth and regional advertising Reasons for staying – Visiting family or friends – Visiting festivities (fairs, rodeos, other) – Traveling through

8. Competitive Forces Competitors – Dog Bark Park – Village Motel & Country Haus Visibility

9. Three steps: – Before stay: email after the reservation to confirm, thanking and asking if they need some advice or help – Arrival: greet with a Welcome Kit : – pen and notebook with the Inn logo – brochure listing local amenities – business card – comment card – After stay: mail or call within one month for inquiring and welcome back Communication

10. Implementation Goal: sustainable marketing Word-of-mouth Emphasis – Commitment to hospitality – History – Beautiful property – Comfortable rooms

11. Implementation Vacationing retirees: Travel agencies: declining in popularity but still have a strong pull ; appendix A Travel magazines: Travel and Leisure Magazine (www.travelandleisure.com)www.travelandleisure.com National Geographic Traveler Magazine ( www. traveler.national.geographic.com ) Frommer´s Travel Guides (www.frommers.com)www.frommers.com (This is the most expensive option)

12. Vacationing retirees: Yellow pages: traditional source of advertising – it is a good method for people in town, or who have family or friends in town – around $200 Action Plan: First, focus on relationship with travel agencies When more money is allocated  yellow pages and travel magazines Implementation

13. Adventurers – Website Techniques – Search Engine Optimization – Third-Party Website Kayak.com BedandBreakfast.com – Online Reservation System www.keepmebooked.com

14. Implementation Transients: Local Businesses & Individuals – Promoting each other – Annual Festivities Media Kit – Visit businesses and travel agents Chamber if Commerce – Give the Inn a voice in local market

15. Implementation Transients: Local Media: – Newspapers – Chronicle – Idaho Mountain Express Prices may vary based on size of ad – 1 column wide by 1 inch is $16.40 Action plan: – Complete all Methods presented – Contact business provided Inform them of opening Work out a deal between them and the Inn

16. Summary Target Markets Hospitality before, during, & after stay Word-of-mouth Relationships Webmaster techniques Listings Reservation Management Local amenities

17. Questions?