Sales & Marketing Plan Country Inn & Suites Oklahoma City, Ok

2009

Director of Sales: Sherree L. Martinez General Manager: Colette Wear Created: May 29, 2009 Last Updated: Saturday, June 08, 2013

Country Inn & Suites OKC Airport Oklahoma City, Oklahoma Mission Statement:

To generate and boost revenues for the hotel by servicing new & existing accounts to ensure repeat business. Maximize the occupancy and ADR of the hotel while upholding excellent guest service and exceeding our guests expectations. Maintain and eventually grow our market share. Provide a consistent level of quality customer service. The Customer Really Matters!

Property Overview: The Country Inn & Suites is located 3 miles north of the Will Rogers International Airport and features 102 guest rooms. We offer a Complimentary Deluxe Hot Breakfast. We have a beautiful indoor pool, hot tub and fitness center. All of our rooms and suites come with complimentary high-speed internet, microwave, mini fridge, coffee maker, hair dryer, Iron & Board and 32 LCD Television and work desk. Additionally, we have a meeting room capable of seating up to 50 people. We are also proud to offer the Read It & Return Lending Library. Plus, to really exceed our guests expectations we offer complimentary cookies, coffee and tea 24 hours a day!

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Country Inn & Suites OKC Airport Oklahoma City, Oklahoma Competitive Analysis Worksheet

Information Year Opened Most Recent Renovation Total # of Rooms Total # of Suites Curb Appeal/Exterior Look Rank for Location Rank for Service Rank for Value Rank for Facilities Rank for Loyalty Program Rank for Web Site AAA Diamond Rating Number of Meeting Rooms/sq. Ft. Free Breakfast Exercise Area Pool Hi-Speed Internet Shuttle Parking Fees Business Center Managers Reception Comments:

Your Hotel 2008 New 102 34 B A A A A D A 3 1-1200 sq. ft. Full Hot Yes Indoor Yes Yes No Yes 1 nt. /week

Hotel #1 1991 2007 134 8 A C B B D C D 3 1 600 sq. ft.

Expanded Continental

Hotel #2 1999 2007 99 10 C B C C B B B 3 2 - 800 sq. ft.+

Deluxe Cont.

Hotel #3 1998 Sept. 2008 84 24 D D D D C A C 3 1 600 sq. ft.

Deluxe Cont.

Yes Yes Yes Yes No Yes

Yes Yes Yes Yes No Yes

Yes Yes Yes Yes No Yes

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Country Inn & Suites OKC Airport Oklahoma City, OK My Hotel S.W.O.T. Analysis (Strengths, Weaknesses, Opportunities, Threats)

Strengths Airport location Close to newly designed River walk with boat ramp and boating to downtown/bricktown area. Conveniently located near major highways. Six miles from downtown business district. Complimentary hot breakfast Managers reception Wednesday night Welcoming dcor Goldpoints plus Perfect for business and leisure Weaknesses Competition No attached restaurant No visibility from I-40

Opportunities Increase Corporate Market Share Increase Government Market Share Increase weekend business

Threats Three new hotels being built within 2 blocks within the year. S.W. 15th opened through MacArthur now more new hotel potential Several new hotels opened in Oklahoma City in current year and Many more in pipeline.

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Hampton Inn OKC Airport Oklahoma City, Oklahoma Competitor S.W.O.T. Analysis Strengths Hilton honors points Cloud Nine beds 100% Hampton guarantee Group bookings online Complimentary expanded deluxe continental

Weaknesses Older property

Opportunities Established Repeat Loyalty

Threats Changing Flags in 2010

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Wingate Inn Oklahoma City, Oklahoma Competitor S.W.O.T. Analysis

Strengths Formal Holiday Inn next door, now a full service Wyndham Hotel. Complete renovation to be done in next few months.

Weaknesses Older property

Opportunities Partnering with the Wyndham Hotel

Threats Less overflow Less referrals

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Holiday Inn Express Oklahoma City, Oklahoma Competitor S.W.O.T. Analysis

Strengths Visable from I-40

Weaknesses Hidden back in industrial area.

Opportunities

Threats Established customer base

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OKLAHOMA CITY, OKLAHOMA Marketplace S.W.O.T. Analysis

Strengths Recession proof

Weaknesses Many new hotels more competition Not enough city-wide bookings by the Convention & Visitors Bureau

Opportunities Larger city wide events in future due to progress of downtown hotels in future.

Threats Too many rooms being built in the city. Major road construction on I-40

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Target Market Corporate Segment Segments Needs Saturation of corporate market Country Inn & Suites Offering to Segment Excellent property/location for Corporate travelers

Positioning Statement: To increase our fair share of the corporate client base through consistent solicitations while establishing trust and rapport with potential and repeat business. Country Inn & Suites is a perfect hotel for your upcoming business trip to the area. With complimentary high speed internet access throughout the hotel, complimentary airport transportation (only 3 miles from Airport) and excellent business center.

Top 5 Corporate Accounts Company Name Burns & McDonnell Cameron International Jervis B. Webb FAA Pollock Paper Previous Years Volume New build New build New build New build New build Notes

Top 5 Wish List Corporate Accounts Company Name Boeing United Technologies Dell Northrup Grumman Lockheed Martin Hotel They Are Currently Using Various Various Various Various Various Anticipated Volume 150+ 100+ 75+ 100+ 100+ Notes

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Sales & Marketing Objectives and Action Items Objective #1 To Increase Corporate Transient Room Nights and Local Negotiated Rates by 5% while maintaining a $ 2 ADR or higher over last year. Segment: Corporate Action Item Courtesy calls to top 10 Anticipated Cost None Action Owner DOS Implementation Date Continuously Recap

None Increase Local Negotiated Accounts by 10 this year

DOS

Monthly

$25.00 Send out Thank Yous to all groups

DOS

Continuously

Calls made to top accounts that provide business to the immediate area.

None

DOS

Weekly

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Target Market Training Groups Segments Needs Sleeping rooms & meeting space Catering Close proximity to their office Country Inn & Suites Offering to Segment Provide small training meetings to local Corporate companies Offer limited menus for catered meals Surrounded by business in a 10 square mile area.

Positioning Statement: Increase meeting room/smaller training groups with limited food & beverage.

Competitors that can meet these guests needs: All

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Sales & Marketing Objectives and Action Items Objective 2: Training Groups Create an all inclusive meeting package to promote with nearby Companies that have this particular need for smaller groups. Segment: Training Groups Action Item Create an all inclusive meeting package to promote to nearby companies. Anticipated Cost None Action Owner DOS Implementation Date 6-15-2009 Recap

Utilize goldpoints plus for planners as an additional incentive booking

$250

DOS

Use throughout the year

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Target Market Tour Groups Segments Needs Country Inn & Suites Offering to Segment Complimentary cookies, tea & coffee 24 hours Complimentary hot breakfast

Positioning Statement: Country Inn & Suites is located near conveniently near all attractions, downtown/bricktown area, fairgrounds, stockyards, Remington Park and the OKC National Memorial. Surrounded by various restaurants capable of handling groups.

Competitors that can meet these guests needs: All

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Sales & Marketing Objectives and Action Items Objective 3: Tour Groups Segment: Leisure Action Item Develop Electronic flyer to e-mail all tours that stop in Oklahoma City. Anticipated Cost None Action Owner DOS Implementation Date 7-01-09 Recap

None Greeting bus upon arrival. Provide small gifts from the Convention & Visitors bureau.

DOS

Immediately

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Target Market Segment #4 Segments Needs Enter Hotel Name Heres Offering to Segment

Positioning Statement:

Competitors that can meet these guests needs:

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Sales & Marketing Objectives and Action Items Objective 4: Segment: Action Item Anticipated Cost Action Owner Implementation Date Recap

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Target Market Segment #5 Segments Needs Enter Hotel Name Heres Offering to Segment

Positioning Statement:

Competitors that can meet these guests needs:

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Sales & Marketing Objectives and Action Items Objective 5: Segment: Action Item Anticipated Cost Action Owner Implementation Date Recap

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Country Inn & Suites Future Sales & Marketing Actions Year Two Objectives Continue to work with local Oklahoma City CVB to capture overflow. Saturate all markets in order to get our fair share Work with top accounts from the Hotelligence Report that give the highest production for our area. Complete all RFPs for local companies that have inbound travel. Continue to exceed all current and future guests expectations.

Year Three Objectives Continue maximizing the occupancy & ADR. Continue to exceed all current and future guests expectations. Miscellaneous Notes for Future Sales & Marketing Plans:

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Country Inn & Suites Sales & Marketing Budget Quarter 1

Jan. Feb. March

Quarter 2
April May June

Quarter 3
July Aug. Sept.

Quarter 4
Oct. Nov. Dec.

Advertising Radio Magazine Online Newspaper Direct Mail Billboard Sales Collateral Promotional Items Travel & Entertainment Tradeshows Other

TOTAL Budget Items Details:

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