Class:
Consumer Promotion/Budget
Objective:
In cooperation with a university, to
generate hotel business among parents of students.
Strategy and Execution:
The target
audience was 1600 sets of parents whose children were incoming
freshman or transfer students to the American University, Washington
D.C. To tie the school's mascot, The Eagle Club was formed, and
letters with "gold" membership cards were sent to parents. The
letter spelled out the advantages of staying at the adviser's
property or that of the co-sponser, including special discounts. On
arrival and conformation of Club number, guests were shown to their
rooms where they found VIP gift baskets containing a coffee mug,
keytag, area map, corkscrew and snacks. There was also a t-shirt
bearing the logos of the school and the hotel, and a welcoming
letter. A brief questionnaire on the promotion and the
accommodations was provided for the parents.
Results:
"All our goals
and expectations have been surpassed nearly tenfold..." wrote the
ecstatic advertisers. The objective for the first month
(orientation/registration visits) was $20,000 in room revenues. As
of August 31, room revenues of $85,000 had been
generated. |
