Estimated Website Reach

10,000 unique visitors per month6,000 estimated homepage views

Email Newsletter Estimated 15,000 subscribers

Estimated 15% open rate (2,250 opens)

Social MediaFacebook: 6,950 likes

Twitter: 2,791 followersInstagram: 2,338 followers

Pinterest: 359 followers

Targeted Profiles

Active Couples

Age: 30-45

Social category: Henry’s

Nationality: local, North Carolina

Their wants: lovely night, gourmet diner, prestigious atmosphere

Large Family Gathering

Age: all the ages of the family

Social category: Affluent earners

Nationality: local, North Carolina

Their wants: gourmet diner, prestigious atmosphere, cosy and warm environment, excellent service, customer oriented

Retired Couples

Without Children

Age: 60 - +

Social category: Affluent earners

Nationality: local, North Carolina

Their wants: gourmet diner, prestigious atmosphere, looking for a personalized service and recognition

Trendsetter & Influencer Event

+ “Hip Hostess”-style event featuring wine suggestions (meals, gifts), cocktail mixology class, menu sampling, Q&A

+ Personal invitations sent to 50+ local trendsetters/influencers on social media and blogs (average social following = 2,000 followers per influencer)

+ Estimated 150-200 attendees + Estimated Media Reach

+ Owned: 2,000 web imp., 4,500 email imp.

+ Earned: 100 attendees posting 2x x 200 views (10% reach) = 40,000 imp.

Holiday Entertaining

Phases 1 & 2: Content Creation &

Community Management

Images from Hostess with the MostessTM events

Christmas Tree

Lighting

Phases 1 & 2 (Con’t.)

Celebrate New Year’s Eve at The Umstead Hotel and Spa!

This year's celebration welcomes The Soul

Psychedelique, a high energy ensemble playing a variety of modern hits and classic party

songs.+ Estimated 250-400 attendees + Estimated Media Reach

+ Owned: 4,000 web imp., 4,500 email imp.

+ Earned: 75 attendees posting 2x x 50 views (10% reach) = 18.750 imp.

New Year’s Eve

Celebration

Phases 1 & 2 (Con’t.)

New Year’s EveDinner, dancing, a champagne toast, and

luxurious accommodations to end the night… that’s what’s in store for our New Year’s Eve

guests at The Umstead! And the best part? No driving required! Make your reservations today

to join us in ringing in the New Year!$100 boost = potential reach of 24,000

impressions

TwitterHoliday Entertaining

Find out this season’s top trends in tabletop decor at our Tastings & Styling event! RSVP

today: (link)

ThanksgivingLet our culinary team take care of the turkey -

while you enjoy our spa. Thanksgiving reservations going fast at (link)!

Tree LightingStart a new holiday tradition when you join us for our annual tree lighting on Decc. 12! (link)

New Year’s EveSay goodbye to 2015 as you dine & dance the

night away with us - and wake up to a late brunch to ring in 2016! (link)

$500 Twitter budget = estimated reach 5M (of 12M audience size)

FacebookHoliday Entertaining

Which wines will wow your Christmas party guests this season? Find out from The Umstead

Sommelier Hai Tran on November 16th! RSVP today to join our Trendsetters’ “Tastings & Styling”

event.$100 boost = potential reach of 24,000

impressions

Tree LightingBring the whole family out to share in the annual

lighting of The Umstead Christmas Tree on December 12th. We’ll have sweet treats for all and perhaps even a visit from Santa himself!

$100 boost = potential reach of 24,000 impressions

ThanksgivingNo time to clean, decorate, and cook for 20 this

holiday season? Executive Chef Steven D. Greene and our entire culinary team invite you to dine

with us on Thanksgiving! Make your reservations today!

$100 boost = potential reach of 24,000 impressions

Sample Social Posts

Phases 1 & 2 (Con’t.)

Phase 3: Promotion - Retargeting

● What is retargeting?

1. A visitor comes to the brand’s website

2. They learn about brand’s products but they leave before purchasing

3. Retargeting partner display brand’s ads on sites they visit later, bring them back and keeping the brand top of mind

● How does it work?

1. Selection of which audience segments a brand would like to target on its online form2. The retargeting partner leverage multiple data providers to hone in on its chosen audiences3. Brand ads are shown to the audiences it selected across the Web

● Who will the Umstead be targeting?

1. Local consumers

2. Travelers to Raleigh/Durham market

3. Active couples, retired couples and large family gathering

Estimated monthly website reach: 5,000 unique visitors; 4,000 estimated homepage views

November/December → Much more visits expected on the website

RETARGETER (retargeting partner): 10,000 monthly unique visitors = $500 per month / 175,000 impressions

Price for two months = $1,000

Schedule: from November to December

Additional Paid MediaGOOGLE AD WORDS

STRATEGY:Draw potential customers the Umstead’s website

WHEN:November-December

CLICKS:66,000 ($1.50 average CPC)

COST:$100,000

STRATEGY:Reach local potential customers through local magazines

WHEN:November-December editions

IMPRESSIONS:115,000

COST:$6,000

WRAL-FM 101.5

STRATEGY:Reach local potential customers through a local radio

WHEN:November → 2 spots/dayDecember → 4 spots/day

IMPRESSIONS:180,000

COST:$25,000

DOWNTOWNER

Promotional Calendar - Emails & EventsDate Medium Asset

Nov. 2 Email newsletter Announcing entire holiday campaign (Est. 2,250 impressions)Nov. 10 Email newsletter Specific RSVP CTA for Nov. 16 event (Est. 2,250 impressions)Nov. 16 Event “Hip Hostess”-style event featuring wine suggestions

(serving at meals, giving as gifts), cocktail/mixology class, seasonal menu sampling, and chef/sommelier Q&As (Est. 150-200 attendees)

Nov. 18 Email newsletter Recapping special event, promoting Thanksgiving weekend reservations, dining, and spa packages (Est. 2,250 impressions)

Dec. 1 Email newsletter Promoting Christmas Tree lighting event (Est. 2,250 impressions)

Dec. 12 Special event Christmas Tree lighting event (Est. 100 attendees)Dec. 16 Email newsletter Promoting Christmas week reservations, dining, and spa

packages (Est. 2,250 impressions)Dec. 23 Email newsletter Promoting New Year’s Eve/Day reservations, dining, and spa

packages (Est. 2,250 impressions)Dec. 29 Email newsletter Promoting New Year’s Eve/Day reservations, dining, and spa

packages (Est. 2,250 impressions)

Date Medium Asset

November - December

Retargeting 10,000 monthly unique visitors = $500 per month / 175,000 impressions

November WRAL-FM Radio ads 2 spots per day (morning/evening) / audimate: 180,000 impressions

November Local Magazines Monthly magazines / 115,000 impressionsDecember WRAL-FM Radio ads 4 spots per day / audimate: 180,000 impressions

December Local Magazines Monthly magazines / 115,000 impressionsNovember Social Media Posts Average of 15 social media posts per network (Facebook,

Twitter, Instagram, Pinterest)$500 Twitter = 5M impressions$500 Facebook = 120,000 impressions

December Social Media Posts Average of 15 social media post per network (Facebook, Twitter, Instagram, Pinterest)$500 Twitter = 327,000 impressions (per month)$500 Facebook = 120,000 impressions (per month)

Aggregate Impressions Email: 13,500; Entertaining Event: 40,000; Thanksgiving Event: 18,750; Tree Event, 18,750; Retargeting: 175,000; Radio: 360,000; Magazines: 230,000; Social: 894,000 impressions

Spend: $134,000

Total Impressions 1,750,000

Promotional Calendar - Social Media & Advertising