1. HOSPITALITY SALES & MARKETING ASSOCIATION INTERNATIONAL ! SPRING 2009
HS M AI Newsl etter
University of Houston Conrad N. Hilton
Cougar Chapter
Dear HSMAI Cougar Chapter Members, New Email Account
Thank you for a wonderful year. We To receive the latest information
ARTICLES OF can proudly say that we are now one of about HSMAI Cougar Chapter please
INTEREST: the fastest growing and most active log-on to:
organizations in the Conrad N Hilton HSMAI.Cougarchapter@gmail.com
1.1 College. With only one year under are This email account has been
INTRODUCTION belt we have successfully added more created to provide us with an efficient
than fifteen active members to the and accessible means of
HSMAI organization. A job well done, I communication amongst one another.
1.2
NEW EMAIL ACCOUNT would like to congratulate each and The email account is available for all
everyone of you for making this members to use and will allow
organization come alive. This however is everyone to send emails and updates
2.1 only the beginning as the future looks related to HSMAI. The use of a
COUGAR GROUNDS even more promising for the HSMAI members email account will allow us
PROJECT Cougar Chapter. We are clearly to develop an organized database of
becoming the most innovative and contacts with email address, and
dynamic student organization in the phone numbers that will be easily
3.1 college. Driven to become future leaders accessible and overtime lead to a
UPCOMING EVENTS in the Tourism, Travel, and Hospitality large networking pool of contacts.
Industry we strive to use HSMAI as a Also, with time this email account
source for sales and marketing will be used to record or store
3.2 information, knowledge, business previous documents for future
FUTURE GOALS
development, and networking. As student members to use, whether it be “How
members of the Cougar Chapter we will to run a fundraiser” or a “Thank You”
3.3 use the knowledge learned in class and letter allowing members to view all
INSTALL MEAGAN AS apply it to develop skill-full projects that previous messages will save time and
PRESIDENT will enhance are professional image as an eliminate confusion. May I add that If
organization and individually. We will you wish to personalize your message
strive to become an organization of you can still leave your name at the
highly developed students with footer of the email. Future plans for
dependable skills in Marketing, Public bettering the email account would be
Relations, Event Planning, and Revenue to create member profiles and post
Management. Last but not least, we will meetings/event on gmail calender.
make HSMAI Cougar Chapter the most Again, this email account is for all to
enjoyable and sought after organization use and I hope it will be a useful and
to be apart of because we will have FUN continuos tool for present and future
along the journey to success. HSMAI cougar chapter members.
Remember Password: marketing
TO BE THE LEADING SOURCE FOR SALES AND MARKETING INFORMATION, KNOWLEDGE, BUSINESS DEVELOPMENT, AND NETWORKING
FOR PROFESSIONALS IN TOURISM, TRAVEL, AND HOSPITALITY.! http://www.hsmai.org/

2. HOSPITALITY SALES & MARKETING ASSOCIATION INTERNATIONAL ! SPRING 2009
THE COUGAR
GROUNDS
STUDENT
MARKETING
PROJECT
OBJECTIVES OF HSMAI
For those of you looking for a
great opportunity to experience
research development in
consumer expertise and
intelligence, strategic marketing,
marketing communications, and
public relations join us to develop
the first ever student based
marketing project for Cougar
Grounds Coffee Shop.
COUGAR GROUNDS enthusiasm please join others and myself Class would like to correlate with us on
PROJECT as many mornings as you would like. The this project.
Objectives of project include more time we spend consistently
developing marketing strategies for Cougar progressing the better the outcome.
Grounds Coffee Shop that will stimulate Recently, We had a conference call
sales growth, revenue optimization, and with Qualtrics the online survey
name recognition to obtain maximum software company. The call consisted of
performance levels. Provide students with them navigating us through the process
an opportunity to employ professional of designing a survey. Some advantages
marketing concepts in business of using Qualtrics software is that it
atmosphere. Provide students with gives you the option as survey builder to
leadership and management skills. create a unique and interesting layout of
Currently: We are trying to create a questions that will capture the attention
database of people interested in working of survey takers and keep them
on the Cougar Grounds project. If you motivated to accurately answer
could send your hours of availability, name, questions. It also provides organization,
and phone number to and other easy to use tools. We can have
HSMAI.cougarchapter@gmail.com we can a brief overview of the system when
begin to form groups with one another time permits us to.
and start collaborating ideas to move this The next step in the Cougar
project in a progressive direction. Grounds project will be a Analyzing
Meeting times as of now are 9 a.m. Consumer Purchase History, Cost
Monday-Friday in Cougar Grounds or by Control Analysis, Obtaining Detailed
time requested. Morning meetings will be Record of Sales, Determine focus points
beneficial towards us because it will allow of survey, and Distributing Survey. I also
us to witness a steady inflow of consumers believe Professor Lattin’s Consulting
and their behaviors. Based on your
TO BE THE LEADING SOURCE FOR SALES AND MARKETING INFORMATION, KNOWLEDGE, BUSINESS DEVELOPMENT, AND NETWORKING
FOR PROFESSIONALS IN TOURISM, TRAVEL, AND HOSPITALITY.! http://www.hsmai.org/

3. INVESTOR NEWSLETTER ISSUE N°3! SPRING 2009
THE HILTON UNIVERSITY
HOTEL BRANDING AND
MARKET POSITIONING
PROJECT
OVERVIEW
The Hilton University of Houston Hotel and Conference
Center is getting a facelift. A $12 million facelift! Through
a consulting services agreement with Hilton Hotels, the
Conrad N. Hilton College of Hotel and Restaurant
Management is redeveloping the existing hotel property
into a state-of-the-art hotel and conference center that,
upon completion, will provide hospitality students
studying at the top-ranked College with a new training
facility and enhanced experiential learning program
second to none.
Renovation is slated to begin in late fall with completion
targeted for December 2009.
Leadership Experience HSMAI Involvement
A new Student Leadership Program will allow We learned that “market positioning refers to the
students to work directly with the University Hilton’s activities that a firm undertakes to place the brand in
general manager in student management positions on a customers’ minds so they understand what the brand is
number of hotel operational projects, including receiving and who its competitors are”. With the renovation of
hands-on experience in the multi-dimensional aspects of the Hilton Hotel we are presented with the opportunity
an actual hotel remodeling project. to experience the procedures of repositioning a hotel. A
When the renovation is complete and the Student skill set usually obtained in the later years of a career,
Leadership Program is implemented, our facilities and we as student members of HSMAI can gain an edge on
programs will be like no other,” attests Bowen. “Without the competition by using this opportunity to deepen are
a doubt, the stature of the Hilton College will be marketing skills in areas such as Branding, Market
significantly elevated within academic circles and Positioning, Repositioning, and Public Relations.
throughout the hospitality industry. This upgrade will We will support the Student Leadership Program
result in better-trained graduates for all sectors of the and build a relationship with all those who will share
hospitality business and keep with Conrad N. Hilton’s with us knowledge and guidance towards our goals. The
wish to create American hotel managers and top goal of the project will be to develop and present a
executives who can compete globally.” analysis of the desired position market after renovation,
Building a relationship with the Hilton Hotel will forming ways of promoting the newly renovated hotel,
afford hospitality students an enhanced experiential along with working along side the Hilton Hotel
learning environment designed to better prepare Marketing and Sales Staff to further develop knowledge
graduates to succeed in our fast paced and dynamic of the repositioning process.
industry.”
TO BE THE LEADING SOURCE FOR SALES AND MARKETING INFORMATION, KNOWLEDGE, BUSINESS DEVELOPMENT, AND NETWORKING
FOR PROFESSIONALS IN TOURISM, TRAVEL, AND HOSPITALITY.! http://www.hsmai.org/

4. FUNDRAISER CONCEPT IDEAS 1 II & III! SPRING 2009
Conrad N. Hilton
1st Annual Cook-off
5k Run!
Competition
1ST ANNUAL
CONRAD N. HILTON
4 ON 4
BASKETBALL
TOURNAMENT
WHY DO WE NEED A FUNDRAISER? !
The outlining purpose of establishing a
We are a student organization of very
fundraiser is to raise money to provide
ambitious and innovative students who
scholarship funds for all active members who
together can reach any goal set before us.
display enthusiastic interest in Hospitality Sales
Planning a fundraiser of this magnitude will be
and Marketing. Therefore, the money raised
challenging. However, if we set forth attainable
from the fundraiser will be used as an incentive
goals and work in a progressive movement
for students to join HSMAI, because not only
and start now we can accomplish a successful
Goals
will they be receiving the leading source for
fundraiser event.
sales and marketing information, knowledge,
business development, and networking by
In the end, the fundraiser event will give
joining but also funding that will cover their Short Term
us a pool of connections and networking
HSMAI initiation fee. Timeline!
opportunities by having built key
No matter which fundraiser we choose relationships. The fundraiser will teach us Establish Event Com
mittee !
to pursue, the goals of each are very similar. skills in Event Planning, Event Marketing,
Research “How To”
Besides raising money we want to build Public Relations, Team Management, and !
relationships. We want to build connections hours of experience. Determine
and bring together the people of Conrad N Rules and
Re gu la tio ns
Hilton College, University of Houston,
Houston Area Professionals, HSMAI Houston
Create List of Cont
Chapter Members, and surrounding local acts!
communities. We are in the business of Locate Sponsors
hospitality, the business of bringing people Create Advertisem
en t!
together for the common purpose of
celebrating life.
TO BE THE LEADING SOURCE FOR SALES AND MARKETING INFORMATION, KNOWLEDGE, BUSINESS DEVELOPMENT, AND NETWORKING
FOR PROFESSIONALS IN TOURISM, TRAVEL, AND HOSPITALITY.! http://www.hsmai.org/

5. HOSPITALITY SALES & MARKETING ASSOCIATION INTERNATIONAL ! SPRING 2009
Upcoming Events Cold calls like it or not will help HSMAI
•Social at Buffalo Wild Wings and Pool/ us in the long run
Volleyball Social @ U.H. Recreational Us the basketball tournament as
Center an incentive to reach out
Following up with people we have
met or have come in contact with via
thank you letters etc.
Improving the general public
within the Hospitality Industry of HSMAI
•Guest Speaker provided by Heather Focus on recruiting for the future
Kennedy Develop presentations for
•HSMAI Cougar Chapter Elections classrooms to promote HSMAI and
•Lunch-Ins with Houston Chapter projects
Develop shadowing program
NEWSLETTER STAFF
Future Goals within HSMAI for future undergraduate
Eric Frankum
members to take leadership roles
Build a relationship with the Bauer Chief Editor
Establish at least one mandatory
College of Business &
meeting to meet and greet with new
Entrepreneurship HSMAI MEMBERS
members
Set up booth at Bauer College President Meagan Tomlin
Create visible profiles of current
Organization Fair
members to make ourselves approachable
Let Business students aware of Vice President Greg Kirkham
and accessible to all students interested in
the fact that we exist and they can join
learning about HSMAI
HSMAI Social Chair Ethan Koczka
Create mission statements that
Create Committees within will attract students to want to join us in
organization for added support our mission to succeed. Public Relations Freddie Floyd
Event/Project Committee
Public Relations/Communications Educator Michelle Wilkerson
Committee Next Meeting:
Recruiting Committee March 23rd @ Event/Project Chair Eric Frankum
Educational Committee 1 2 : 0 0 P. M .
Treasury Distinguished Staff Member Dr.
Social Committee Stowe Shoemaker
Fo r t h e l a t e s t
Focus on building a network of
updates log-on to
professional contacts
We need to develop the right hsmai.cougarchapter@
contacts to gain a competitive edge of gmail.com
other Universities
By attending more lunch-ins and University of Houston
Houston Chapter Events we can network Conrad N. Hilton
with people who will enhance our
chapter and careers HSMAI Cougar Chapter
TO BE THE LEADING SOURCE FOR SALES AND MARKETING INFORMATION, KNOWLEDGE, BUSINESS DEVELOPMENT, AND NETWORKING
FOR PROFESSIONALS IN TOURISM, TRAVEL, AND HOSPITALITY.! http://www.hsmai.org/