Marketing Plan

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HRI235 Marketing Hospitality Service

GROUP PROJECT: Marketing Plan

Written plan due: December 1, 2014 (in class)

Class presentations: December 8, 2014

PURPOSE

To create a comprehensive marketing plan for a destination of your choice, applying skills and knowledge gained through course concepts and tools.

INSTRUCTIONS/OUTLINE:

1. Participation. Collaborate and work with your group.

2. Presentation. Deliver an in-class presentation, sharing the highlights of your written report.

a. Presentations should be 10-12 minutes in length, followed by 5 minutes for questions.

b. All group members must be respond to questions, but do not have to speak during the presentation.

c. Visual presentation tools, (i.e. PowerPoint, Prezi, graphs, charts, etc.) should be used to compliment the oral presentation.

3. Written Plan. Prepare a typed, comprehensive marketing plan for your destination. Type in Times New Roman 12 font and include the following:

Plan Component	Component Summary	Highlights	Due Date
Executive Summary	One or two-page synopsis of the entire marketing plan	Includes overall marketing goal	September 22, 2014
Environmental Analysis	Information about the destination’s current situation with respect to the marketing environment	1. Assessment of marketing environment factors 2. Assessment of target market(s) 3. Assessment of current marketing objectives and performance	September 22, 2014
SWOT Analysis	Assessment of the organization’s strengths, weaknesses, opportunities, and threats	1. Strengths 2. Weaknesses 3. Opportunities 4. Threats	October 13, 2014

Plan Component	Component Summary	Highlights	Due Date
Marketing Objectives	Specification of the firm’s marketing objectives	Qualitative measures of what is to be accomplished	November 13, 2014
Marketing Strategies	Outline of how the firm will achieve its objectives	1. Target market(s) 2. Marketing mix	November 13, 2014
Marketing Implementation	Outline of how the firm will implement its marketing strategies	1. Marketing organization 2. Activities and responsibilities 3. Implementation timetable	December 1, 2014
Evaluation and Control	Explanation of how the firm will measure and evaluate the results of the implemented plan	1. Performance standards 2. Financial controls 3. Monitoring procedures (audits)	December 1, 2014

Objectives & Strategies should be presented in an outline form (see example below). When drafting Objective statements, answer the question: “What is the specific and measurable outcome, and time frame in completing this objective?” When drafting Strategy statements, answer the question: “How will we go about achieving our objectives?”

EXAMPLE from California Travel & Tourism Commission (CTTC)

Overall Marketing Goal: “Maintain & increase non-resident leisure travel to and spending in California”

· Objective #3 “Engagement” “Deepen relationship with consumers to move beyond providing inspiration to engage potential California visitors during every stage of the travel cycle.”

· Strategy 1: “Content” “Bring the California brand to life online through the use of compelling content and video assets.”

· Strategy 2: “Distribution” “Distribute content through multiple channels (publications, Web site, e-mail, mobile, social media, and face-to-face communication) in order to reach consumers when and how they want across the travel cycle.”

· Strategy 3: “Social Media” “Develop programs to inspire frequent visitors to share their California experience to influence others to visit.”

· Metrics:

· CTTC Web site traffic

· Social media followers & interactions

· Social buzz & sentiment

· California Welcome Centers

GRADING:

Participation : Students will be evaluated by their group members. A “member contribution/evaluation” form will be provided at the end of the project. The result of the evaluations may cause an individual’s score to decrease, remain the same, or increase from the total score of the presentation and written plan combined. You will use the attached form to evaluate your group members.

Presentation : This component will be graded by your peers/audience, and will consider overall presentation delivery (effectiveness) and appropriateness/application of visual tools using the following guidelines:

___ (4) Very Effective – Demonstrates precise professional language and word choice, a well-defined group voice and team approach to the marketing plan, delivery of a compelling message containing marketing concepts and terms that are memorable. Visual aids are extremely effective and accurate.

___ (3) Effective – Demonstrates appropriate professional language and word choice, a good team voice and approach to the marketing plan, delivery of a well-defined message containing clearly developed ideas using marketing concepts and terms effectively. Visual aids are accurate and contain few errors.

___ (2) Adequate – Demonstrates acceptable professional language and word choice, an adequate team voice and approach to the marketing plan, delivery of an adequate message containing good ideas using marketing concepts and terms correctly. Visual aids are mostly accurate and contain some errors.

___ (1) Inadequate – Substandard demonstration of professional language and word choice, no coherent team voice and approach to the project, failure to deliver a message that shows evidence that the marketing plan project was understood. Visual aids are not accurate and contain noticeable errors.

Written Plan : This component will be graded by your instructor using the following guidelines:

___ (4) Very Effective – Establishes and maintains a comprehensive, realistic, and useful marketing plan completing all required components, demonstrates an insightful understanding and approach to the project; applies and explains appropriate marketing concepts and terms skillfully; few or no errors in formatting, grammar, mechanics, punctuation and spelling.

___ (3) Effective – Develops a comprehensive marketing plan completing all required components, demonstrates an accurate understanding and approach to the project; applies and explains marketing concepts and terms accurately; few errors formatting, grammar, mechanics, punctuation that do not dilute the message.

___ (2) Adequate – Establishes an adequate marketing plan that may or may not be entirely complete (one missing component) and/or not realistic/useful based on client’s needs; demonstrates an adequate understanding and approach to the project; applies and explains some marketing concepts and terms adequately; some errors in formatting, grammar, mechanics, punctuation, and spelling that do not significantly interfere with the communication of the message.

___ (1) Inadequate - Fails to establish a complete marketing plan. Does not show an understanding of the project or client’s needs; does not use and explain marketing concepts and terms correctly and/or consistently; has errors in formatting, grammar, mechanics, punctuation and spelling that substantially interferes with the communication of the message.