hosp Integrated Marketing Plan Assignment

Your hotel has decided to outsource space to a restaurant brand. The restaurant brand [of your choosing] should have a bistro feel, suit business travels, and local professionals for lunch and after hours. It should also welcome leisure travelers, and to a lesser extent, families.

Based on chapter 6, create an integrated marketing plan using a minimum of 3 online and 3 offline promotional tools. Explain how you are using these tools to:

1. To make the target markets aware of the new restaurant.

2. Build a database for each market to communicate with them.

3. To increase revenue and profit.

Note: It is a marketing plan, not a promotional plan. While you are using promotional tools you should also discuss product, price, and place (distribution), and how each is used to attract a specific market.

In your plan identify your goals versus key performance indicators (KPI). KPIs can help you achieve your goals, but are not the end goal. For example:

· Goal: Operate a profitable restaurant.

· KPI: Develop a social media presence and build a database of customers and potential customers.

Then identify the objectives (measurable), strategies, tactics/tasks for each goal or KPI. For example:

· KPI: Develop a social media presence and build a database of customers and potential customers.

· Measurable Objective: Launch your social media presence on first day of the next month. Increase database participants by 20% each month.

· Strategies: Create a contest to get potential customers to follow our restaurant on Facebook.

· Tactics/Tasks: Develop the Facebook contest. Create and post ads on Twitter, Instagram, and in print – flyers, mailings, magazines to get potential customers to sign up for the contest.

Developed by Dr. Debbie Howarth