![-466725-714375 Request for Proposal Pacifica Hotels and Resorts is looking for an advertising partner and marketing consultant to introduce new client bases and business in a struggling economy while maintaining our reputation as a high-end luxury hotel and resort. We are seeking to expand our enterprise into a more diversified hotel experience, specifically in the area of family attraction and environment through any or all of the following: expanding our amenities, increasing our current customer base, developing our marketing strategy through the use of online media and marketing, and/or improving our marketing research techniques. Introduction Founded in 1998, Pacifica Hotels has provided excellent customer service, extensive access to unparalleled amenities, and exquisite lodging options for destination weddings, honeymoons, and special occasions since its inception ten years ago. Once a dream for four young entrepreneurs, Pacifica Hotels has now flourished into a successful and respectable resort enterprise with four exotic locations. Pacifica has two resorts in Hawaii, one in Guam, and another in Australia and offers upscale lodging and amenities for the ultimate indulgent experience at competitive prices year-round. Operations Description Pacifica Hotels has a unique and very successful business model that allows diversification and fluidity for all of its hotels and resorts. The main corporate office is located in Los Angeles and this is where most of the finances, inventory management, and human resources are handled. However, each hotel acts as its own independent enterprise. Each hotel is not set to a certain mold or limited by the parameters of an overarching business model; they are all unique to their specific locations and are customized to meet the demands of their respective guests. Pacifica’s independent management scheme allows its talented and visionary managers the freedom to improve and change our resorts to match the tastes and trends of visitors and the market. A visit to each of the four hotels provides a unique experience specific to the culture and atmosphere of the area. While each hotel provides a different feel and experience, they all offer the same quality service that Pacifica guests have come to expect over the years. Advertising and Marketing Research History In the past, Pacifica has done very little in the way of mainstream advertising through online channels, cable television, or print. In an effort to maintain our high-end status, we have limited our client base to a more select group and relied heavily on word-of-mouth and customer reviews to build the reputation of the Pacifica Hotels and Resorts brand. As a result, our current customer base consists of mostly couples with a high amount of disposable income who come to our hotels and resorts for honeymoons, anniversaries, special occasions, or a luxurious getaway seeking a lavish experience. With the current status of the economy and our recent decline in revenues, we are looking to expand our customer base. In order to do so, we are gathering information through customer surveys and focus groups to target families with moderate to high disposable incomes in addition to couples and individuals. We hope to gain more information about this new target audience to have a better understanding of their hotel and resort needs in addition to valuable knowledge about our current customers and their opinions about the proposed expansion and their overall satisfaction with our current operations. Statement of Problem/Opportunity While Pacifica Hotels and Resorts has historically been very profitable, the past few years we have struggled to reproduce the revenues seen in previous years. We plan to continue our high-end, luxury operations but would like to create growth, expand our current amenities, and increase our customer base. Furthermore, we are looking to develop our marketing strategies, increase online media and marketing, and improve our marketing research techniques. Pacifica Hotels and Resorts would like to receive proposals from marketing consultants and advertising agencies to improve and develop our business through the following initiatives: ,[object Object]](https://image.slidesharecdn.com/pacificarequestforproposal-12603202285364-phpapp01/85/Pacifica-Request-For-Proposal-1-320.jpg)
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Pacifica Request For Proposal
- 2. Promote the Pacifica Hotels and Resorts brand through an online campaign using travel booking sites, keyword buys, and other online media
- 3. Design promotions to encourage customers to return and to bring in new customers
- 4. Expand our business venture by creating a more family-friendly atmosphere while still maintaining the integrity of Pacifica amenities and services
- 6. Previous experience in the use of online channels and creation of promotions
- 9. Informal progress report: November 10, 2009
- 10. 10-minute Presentation of Research Results: last week of class
- 11. 10-12 page Final Report submitted via T-Square: December 7, 2009Contact Information Please direct questions and further inquiries to: Jack Watson, CEO Email: jwatson7@gatech.edu Thomas Raville, President Email: traville3@gatech.edu Kristen Murphy, Vice President of Finance Email: kmurphy@gatech.edu Mary Grace Koenig, Vice President of Marketing mkoenig3@gatech.edu Pacifica Hotels and Resorts Corporate Office 440 South Grand Avenue Los Angeles, CA 90071