Region 5 Co-Op Marketing Presentation REGION 5 2003 MARKETING PRESENTATION Presented May 2003 Choice Convention Orlando, FL

Region 5 Co-Op Marketing Presentation

REGION 5REGION 52003 MARKETING 2003 MARKETING PRESENTATIONPRESENTATION

Presented May 2003

Choice Convention

Orlando, FL


What is …………..What is …………..

IOC International Operators CouncilRAB Regional Advisory BoardRAB 5 The Regional Advisory Board

consisting of Delaware, Maryland,

New Jersey and Pennsylvania


What is a Co-OpWhat is a Co-Op

Everyone putting their marketing dollars into a central fund to be used to promote the entire region.

Members receive $202,592 worth of advertising for a mere $600 investment.


The Marketing CommitteeThe Marketing Committee

The Marketing Committee is a group that meets monthly to track current campaigns and develop new campaigns. A cross section of brands and states are represented on the committee. All campaigns are approved by the RAB Board.


2003 Marketing Committee2003 Marketing Committee

Tara Ditt Betz PA Monica A. Worrell MD Karen Mansfield PA Tom Murray PA Ed Periara NJ Rebecca Singley NJ Mary Mishler NJ Renee Seiden NJ Lynn Filliben DE Paul Rada DE Chris Guerrero DE


Mission StatementMission Statement

To create and execute advertising campaigns that will drive business into our member hotels NOW focusing on shoulder seasons when National campaigns are not in place.


2002 In Review2002 In Review


$162,430 $162,430 Marketing Dollars Marketing Dollars

SpentSpent


Generated 1,261 Generated 1,261 Calls to our Calls to our

Regional 800 Regional 800 NumberNumber


Generated 16,016 Generated 16,016 Reader Responses – Reader Responses – Travelers Requesting Travelers Requesting More Information on More Information on

our Areaour Area


Booked 26,937 Room Booked 26,937 Room Nights Generating Nights Generating

$2,321,914 in $2,321,914 in Room RevenueRoom Revenue

Figures are Net FiguresFigures are Net Figures


Client File Names vs.Client File Names vs. SRP Codes SRP Codes

2002 client files names were used in ads to track the production

Found this to be very difficult to pull results and not accurate

In 2003, going back to SRP’s for campaigns whenever possible

Courtesy loads will be done for you and you control your offer


2003 Marketing Goals2003 Marketing Goals

Based on the changing economic times we will continue to keep our plans fluid and flexible

Will repeat proven successes, while targeting markets that would put business in our hotels TODAY

Participate in campaigns that will benefit the entire region

Remain in campaign at all times


2003 2003 Marketing PlanMarketing Plan


2004 State Travel Guides2004 State Travel Guides

Doing eight branded ads for State Visitor Guides Pennsylvania - full page with premium placement Maryland - full page inside front cover New Jersey - full page back outside cover Will use the Thanks for Traveling message Off year for Delaware – published in odd number

years only


2003 Spring and Fall 2003 Spring and Fall GetawaysGetaways

Spring published in April and Fall in September

Ad size is 3/5 pageAd is full color and does not list

participating properties due to space limitations


2003 Spring2003 SpringGetawaysGetaways


E-CommerceE-Commerce

Purchased Banner Advertising on Orbitz during February, March and April

Will be doing another campaign in the Fall for travel during the Holidays


Spring Orbitz CampaignSpring Orbitz Campaign

Produced 1,897 room nights and $135,418 in net room revenue for region


CHOICE ON THE ROADCHOICE ON THE ROAD

Planning Sales Mission to a feeder city for October 2003. Focus will be on tour operators and travel agents, meeting planners, B and C accounts and AAA Offices

Feeder City will be chosen based on an area that supplies region with room nights however media exposure may be out of our budget limits


United Racing ClubUnited Racing Club

Official Hotel Sponsor for 2003 with exclusivity

Receive exposure at all of their events, listed on their website as the Official Hotel Sponsor, mentioned in all press releases that are sent out

Over 30 events in our RegionCheck out www.urcsprints.com


Government and Military Government and Military Trade ShowsTrade Shows

Exhibited at Travel Leisure Trade Shows

McGuire Air Force Base

Fort Momouth

Naval Air Station Lakehurst

Naval Weapons Station Earle Total attendance for all shows was approximately

775 people Distributed over 11 cases of Choice Directories


Eastern Sports and Outdoor Eastern Sports and Outdoor ShowShow

Largest show of its kind in the United States held in Harrisburg, PA

18 Volunteers staffed our booth at the nine-day show in February

Handed our over 50 cases of Choice Directories


Association MarketingAssociation Marketing

Sponsoring events for MPI Pittsburgh Chapter and Philadelphia Chapter

Monthly Meeting Sponsor on Wedneday, October 15, 2003 – Downtown Club, Philadelphia, PA

Exposure through their event and in membership directories, newsletters and MPI Internet sites

Ability to do follow-up mailings Business cards that are received are sent out to all

Co-Op Members


AAA World MagazineAAA World Magazine

Remnant Space advertisingDone last minute – receive ad space at deep

discountsLooking to do again in the Fall if space is

availableDistributed it all AAA Member’s homes in

Virginia the end of April


AAA World MagazineAAA World Magazine


State Rack CardsState Rack Cards

Told at Fall Regionals that we would be printing for each state

Marketing Committee decided not best use of the funds available

Moving this money into E-Commerce


Collegiate DirectoryCollegiate Directory

Placing all member hotels in directoryListed under colleges and universities that

are close to youUse what is listed in choicelink If done by individual property $95. Co-op

hotels receive listing for $20.Will be printed in July for 2004


2003 Marketing Dollars2003 Marketing Dollars

Marketing Dollars from Members$ 76,800

Allocation from Choice$124,204

Miscellaneous Revenue$1,588

TOTAL MARKETING DOLLARS$202,592


20032003 Co-Op PartnersCo-Op Partners


Delaware ParticipantsDelaware Participants

DE005 DE015 DE017 DE021

DE027 DE402 DE403 DE404

73% State Participation


Maryland ParticipantsMaryland ParticipantsMD021 MD022 MD034 MD040 MD047 MD051 MD052 MD055 MD058 MD064 MD097 MD098 MD125 MD126 MD128 MD133 MD142 MD154 MD171 MD402 MD410 MD413 MD414 MD609 MD610 MD611 MD617 MD621

MD628 56% State Participation


New Jersey ParticipantsNew Jersey Participants

NJ029 NJ030 NJ036 NJ038

NJ044 NJ050 NJ082 NJ093

NJ101 NJ110 NJ113 NJ114

NJ123 NJ129 NJ138 NJ151

NJ153 NJ159 NJ162 NJ403

NJ600 NJ715 NJ718 NJ722

75% State Participation


Pennsylvania ParticipantsPennsylvania Participants PA001 PA003 PA010 PA029 PA030 PA035 PA040

PA041 PA055 PA058 PA068 PA086 PA092 PA094 PA100 PA107 PA110 PA113 PA114 PA117 PA120 PA139 PA140 PA149 PA164 PA180 PA183 PA199

PA209 PA217 PA218 PA222 PA232 PA238 PA242 PA254 PA255

PA257 PA261 PA266 PA268 PA276 PA279 PA292 PA294 PA302 PA303 PA315 PA321

PA327 PA335 PA339 PA400 PA404 PA405 PA409 PA412 PA421 PA429 PA436 PA437 PA439 PA442

PA448 PA450 PA455 PA 461 - 60% State Participation


How are our Programs and How are our Programs and Results Measured?Results Measured?

An SRP is assigned to each campaign or LPCT is used

Admin message is sent out informing you of the srp and what it is for

Courtesy loaded at 10% for all room types Property receives notification from Res Data that

you are loaded You can then change your offer from 10-30% off

and delete any specialty room types Set up corresponding link in Profit Manager


2003 FIRST QUARTER 2003 FIRST QUARTER RESULTSRESULTS

2,330 Room Nights$172,657 in Room Revenue to

Member Properties


Current SRP’s You Should Current SRP’s You Should Have LoadedHave Loaded

LPCTLORBZLMAPLURCLGWAYSLAAAVA


Past SRP’s Past SRP’s

We recommend that you have loaded as we are still seeing results from them

LSTAPALWINGSLVISIT


How Do I Track My ResultsHow Do I Track My Results

Look on your Source of Business Report located on Choicecentral.com


How Do I Get InvolvedHow Do I Get Involved

Pay your Marketing Dollars in the amount of $600 to be included in all programs

Share your ideas with usGive us Gift Certificates to use at events we

sponsorYou must have your Marketing Dollars paid

for at the start of a campaign to be included in that campaign


Who Do I Contact?Who Do I Contact?

Your FSD, any Region 5 Board Member or

Tara Ditt Betz

Corporate Director of Sales and Marketing

Glendale Management Company

(717) 249 – 8121 x 204

[email protected]


Are you Part of the Regional Are you Part of the Regional

Effort?Effort?

If not, its not to late! Contact If not, its not to late! Contact your FSD or the Marketing your FSD or the Marketing

Committee Chair Committee Chair immediately so you don’t immediately so you don’t

miss out on further miss out on further opportunities!opportunities!


YOU HAVE TO PAY YOU HAVE TO PAY TO PLAY!TO PLAY!

Questions and Answers

Documents

Region 5 Co-Op Marketing Presentation REGION 5 2003 MARKETING PRESENTATION Presented May 2003 Choice Convention Orlando, FL