2. RAB 5 2002 Marketing Presentation Presented October 2002 At Regional Meeting in Philadelphia, PA

3. RAB 5 Marketing Presentation 2002 What Is………. IOC IOC International Operators Council RAB RAB Regional Advisory Board 5 The RAB consisting of the states of NJ,PA,MD and DE

4. RAB 5 Marketing Presentation 2002 The Marketing Committee RAB 5 Board has done the Marketing Committee work for several years during quarterly meetings RAB 5 Board has done the Marketing Committee work for several years during quarterly meetings Due to increased advertising dollars we formed a new sub committee consisting of a cross section of brands and states in our region Due to increased advertising dollars we formed a new sub committee consisting of a cross section of brands and states in our region The Marketing committee has been meeting monthly to accomplish the many tasks on a volunteer basis The Marketing committee has been meeting monthly to accomplish the many tasks on a volunteer basis

5. RAB 5 Marketing Presentation 2002 The Marketing Committee Monica A. WorrellMD Monica A. WorrellMD Tara Ditt BetzPA Tara Ditt BetzPA Karen MansfieldPA Karen MansfieldPA Sri DharmapadamPA Sri DharmapadamPA Ed PeriaraNJ Ed PeriaraNJ Rebecca SingleyNJ Rebecca SingleyNJ Paul PatelMD Paul PatelMD Greg MillerMD Greg MillerMD Tim DonelyMD Tim DonelyMD Lynn FillibenDE Lynn FillibenDE Paul RadaDE Paul RadaDE

6. RAB 5 Marketing Presentation 2002 2002 in Review The board was very clear - This was a year of pay to play If you were not a member of the co-op you were not represented in many advertisements and marketing opportunities If you were not a member of the co-op you were not represented in many advertisements and marketing opportunities

7. RAB 5 Marketing Presentation 2002 2002 Marketing Review Full Page Advertisements in the 2003 New Jersey, Delaware, Maryland and Pennsylvania Visitor’s Guides Full Page Advertisements in the 2003 New Jersey, Delaware, Maryland and Pennsylvania Visitor’s Guides The first of the ads to list co-op members only The first of the ads to list co-op members only

8. RAB 5 Marketing Presentation 2002 2002 Marketing Review

9. RAB 5 Marketing Presentation 2002 2002 Marketing Review Advertisment in 2002 Spring and Fall Getaways Guide Advertisment in 2002 Spring and Fall Getaways Guide Advertisment in AAA World Advertisment in AAA World Advertisments in US News, Time and Business News in key feeder markets Advertisments in US News, Time and Business News in key feeder markets Advertisment in MNI’s home network Traditional Home, etc and so forth Advertisment in MNI’s home network Traditional Home, etc and so forth

10. RAB 5 Marketing Presentation 2002 2002 Marketing Review

11. RAB 5 Marketing Presentation 2002 2002 Marketing Review Participated in the 2002/2003 National Directory of College Athletics Men’s and Women’s Editions – Hotel Hot Line Section Participated in the 2002/2003 National Directory of College Athletics Men’s and Women’s Editions – Hotel Hot Line Section Began a Map project for Region 5 to use as a fulfillment piece Began a Map project for Region 5 to use as a fulfillment piece Developed a trade show booth Developed a trade show booth

12. RAB 5 Marketing Presentation 2002 2002 Marketing Review

13. RAB 5 Marketing Presentation 2002 2002 Marketing Review Participated in Military Recreation Trade Shows at McQuire Air force Base, Lakehurst Naval Air Base, Fort Monmouth and Earl Naval Weapons Station. Participated in Military Recreation Trade Shows at McQuire Air force Base, Lakehurst Naval Air Base, Fort Monmouth and Earl Naval Weapons Station. Reach over 4,000 attendees. Gave away over 20 cases of Choice Hotels Directories. Signed up over 200 Choice Privilege members Reach over 4,000 attendees. Gave away over 20 cases of Choice Hotels Directories. Signed up over 200 Choice Privilege members Participated in two Meeting Planner International opportunities. Participated in two Meeting Planner International opportunities. Silver Sponsor in Pittsburgh MPI Annual Golf Outing on early June Silver Sponsor in Pittsburgh MPI Annual Golf Outing on early June Sponsored a meeting of the Philadelphia Chapter in September at the Academy of Natural Sciences Sponsored a meeting of the Philadelphia Chapter in September at the Academy of Natural Sciences

14. RAB 5 Marketing Presentation 2002 2002 Marketing Review Internet Marketing through Travel Click promoting the LGDS special rate Internet Marketing through Travel Click promoting the LGDS special rate Screen capture

15. Total Marketing Dollars spent 2002 $ 149,100

16. RAB 5 Marketing Presentation 2002 Measurement of Success In the past we have measured our success two ways 1.Reader Responses 2.SRP Results This year we added two more tracking methods 1.Toll Free 800 Number Phone Calls 2.Client Files – Key Words

17. RAB 5 Marketing Presentation 2002 2002 Results ( as of August 31, 2002) Reader ResponsesOver 4,000 requestsReader ResponsesOver 4,000 requests Toll Free CallsOver 1,500 callsToll Free CallsOver 1,500 calls Key Word RequestsKey Word Requests SRP Results Over 10,000 room nights Over $800,000 in room revenue

18. RAB 5 Marketing Presentation 2002 Special Rate Programs ( SRP) There are currently seven SRP’s that you could and should be participating with at property level 1. LSTAPA 5. LWINGS 2. LVISIT6. LPCT 3. LMAP7. LGDS 4. LGWAYS

19. RAB 5 Marketing Presentation 2002 Special Rates Programs (SRP) Offer a 10-30% discount set by individual hotels Offer a 10-30% discount set by individual hotels Only available when you want to offer them Only available when you want to offer them Offered until March 2004 Offered until March 2004 FLEXIBLE FLEXIBLE Note LPCT and LGDS are only available to paid co-op members Note LPCT and LGDS are only available to paid co-op members

20. RAB 5 Marketing Presentation 2002 Marketing Facts we know Choice has a continued “ The power of being there – GO!” advertising campaign. Choice has a continued “ The power of being there – GO!” advertising campaign. It’s their job to build brand recognition (image marketing) through TV, Radio and Print. It’s their job to build brand recognition (image marketing) through TV, Radio and Print. They have the dollars to build brand loyalty. They have the dollars to build brand loyalty. We can tie into this STRONG campaign. It makes sense to leverage off that reach. We can tie into this STRONG campaign. It makes sense to leverage off that reach. Regionally, we can have our best impact by reaching out for switchers, emerging markets Regionally, we can have our best impact by reaching out for switchers, emerging markets

21. RAB 5 Marketing Presentation 2002 2003 Marketing Goals Focus on marketing opportunities that are not being pursued at a national corporate level. Focus on marketing opportunities that are not being pursued at a national corporate level. Promote the Midscale Brand hotels, Clarion, Quality, Comfort, Sleep and Mainstay Promote the Midscale Brand hotels, Clarion, Quality, Comfort, Sleep and Mainstay Utilize the market research provided to us by Choice Hotels to help us target geographic areas that has produced results for hotels in our region Utilize the market research provided to us by Choice Hotels to help us target geographic areas that has produced results for hotels in our region Remain “in campaign” at all times Remain “in campaign” at all times

22. RAB 5 Marketing Presentation 2002 2003 Marketing Plan Advertise the Midscale Brands in the following publications Advertise the Midscale Brands in the following publications 1. 2004 Pennsylvania Visitor Guide 2. 2004 Maryland Visitor Guide 3. 2004 New Jersey 4. Spring and Fall Getaways Guide 5. State Calendar of Events as available

23. RAB 5 Marketing Presentation 2002 2003 Marketing Plan Create State Rack Cards for participating hotels Create State Rack Cards for participating hotels Create a Co-op Website Create a Co-op Website Participate in various military trade shows Participate in various military trade shows Participate in the Eastern Outdoor Sports Show Participate in the Eastern Outdoor Sports Show Participate in MPI Trade Shows Participate in MPI Trade Shows

24. RAB 5 Marketing Presentation 2002 2003 Marketing Goals Significant investment in Internet Marketing specifically LGDS Significant investment in Internet Marketing specifically LGDS Niche Marketing as opportunities arise Niche Marketing as opportunities arise

25. RAB 5 Marketing Presentation 2002 2003 Marketing Based on the changing economic times we know the plan needs to be fluid and flexible Based on the changing economic times we know the plan needs to be fluid and flexible We felt it was important to repeat proven successes, while targeting markets that would put business in our hotels TODAY We felt it was important to repeat proven successes, while targeting markets that would put business in our hotels TODAY

26. RAB 5 Marketing Presentation 2002 2003 Marketing Dollars Choice Co-op Buy In $ 125,000 Potential Co-op Participants Buy In (60%) $ 55,000.00 TOTAL POTENTIAL CO-OP BUDGET $ 180,000

27. RAB 5 Marketing Presentation 2002 What can you do? Participate with only a $600.00 buy in Note: you would only need 6-12 room nights to pay for your participation in the program

28. RAB 5 Marketing Presentation 2002 What can you do? Complete the participation form The SOONER THE BETTER. You must have it in by January 5, 2003, to be a part of the program

29. RAB 5 Marketing Presentation 2002 What can you do? Mail us your check for $600.00 by January 15, 2002 Make check payable to RAB 5 Co-op Marketing 2002 Mail to Pam Lytle Hess c/o Hess Hotels Group 1807 Edgewood Road Edgewood, MD 21040 Phone: 410-679-2997 Fax: 410-671-6608

30. RAB 5 Marketing Presentation 2002 Remember You’ve got to Pay to Play

31. RAB 5 Marketing Presentation 2002 What can you do? Be a part of the Regional Effort Be a part of the Regional Effort

32. RAB 5 Marketing Presentation 2002 What can you do? BE A PART OF THE TEAM!!! BE A PART OF THE TEAM!!!