Integrated Marketing Communications Plan for Hotel Marisol Coronado

1. Paolo Catane | Jennifer Dar | Alisa Olson | Tomas Oriente | Melissa Woodman
Integrated Marketing Communications Plan

2. 1. SWOT Analysis
2. Research Methodology
3. Consumer Profile
4. Communication Objectives
5. Positioning
6. Promotional Tactics and
Creative
7. Media Tools
8. Measuring Effectiveness
9. Budget
Campaign Overview

3. ● Centrally located
o Quiet street in proximity to the main
attractions
● Newly renovated facility
● Historic building is enticing to tourists
● Garden area for events
SWOT: Strengths

4. ● Small sized rooms and bathrooms
● Limited amenities
o No food or alcohol service
● Not suitable for children/families
● Limited number of rooms: 15
● Roof deck breaks height restrictions
o May be unavailable for use
SWOT: Weaknesses

5. ● Location
o Opportunity to co-market alongside nearby
businesses
● Wedding party block rentals
● Target market of young couples
o Repeat customers for years to come
SWOT: Opportunities

6. ● Strong competitors offering more in-
house benefits and amenities
o 1906 Lodge
o El Cordova
SWOT: Threats

7. ● In-person interviews with Coronado
vacationers
● Phone interview with Paula from El
Cordova
● Coronado Tourism Improvement District
● PRIZM
● Yelp
Research Methodology

8. ● In Person Interviews
o Motivating Factors
o Demographic Information
o Consumer Profile
● Phone Interview with Paula
o Competitor Insight
o Competitor Marketing Tactics
Primary Research

9. ● 28 Respondents (Ages 18-55)
Primary Research Findings
Where Are Visitors From? Primary Reason For Choosing
Coronado:
● The beaches
They Choose Their Hotel Using:
● TripAdvisor
● Yelp
● Recommendations from friends
and family members

10. ● Coronado Tourism Improvement District
o Target Market
● Yelp
o Insight into competitors through
reviews
● Prizm
o Developing a consumer profile
Secondary Research

11. El Cordova:
● Pros: Family friendly, affordable, location, historic
flare, courtyard, Miguel’s restaurant, pool, friendly
staff
● Cons: Out-dated, no parking, noise level, musty smell
1906 Lodge:
● Pros: Parking, hot breakfast, quiet, privacy, location,
romantic touches, great service, happy hour
● Main building rooms are loud, no pool, anti-family
atmosphere
Secondary Research Findings

12. ● All couples
● Ages 25-65
● Leisure travelers looking specifically for a romantic
getaway
● Mid to upper income bracket ($76,000-$113,000)
● Living in the San Diego, Los Angeles, Orange County,
San Francisco, and Phoenix areas
Consumer Profile

13. ● Create awareness and knowledge about Hotel Marisol
and its attributes and benefits (AIDA + ‘Knowledge’)
● Communicate specific features, benefits, and
advantages of our brand to our target market
o Position Hotel Marisol as the ultimate romantic
destination for couples in Coronado.
Communication Objectives

14. Modified AIDA Model +
Knowledge
Knowledge
Attention: 457,480
Knowledge (20%): 91,496
Interest (30%): 27,449
Desire (20%): 5,490
Action (5%): 275 couples

15. For couples looking to discover Coronado,
Hotel Marisol is a warm and welcoming boutique
hotel that offers an intimate local experience
because of its central location and romantic
setting, accented with a blend of modern touches
and historical spanish-colonial charm.
Positioning Statement

16. “Little Island, Big Escape”
“Where Modern Comfort Meets Historical
Charm”
Taglines

17. ● Website
● Cross-marketing
● Public Relations
● Direct Marketing
● Internet Marketing
● Social Media
● Event Marketing
● Print Media
● Soft Opening
Media Tools

18. Timeline of Media Tools

19. ● Launch new site - May
● Streamline the User Experience
o To be maintained all year long
o Easy and accessible reservation system
o Updated photos and content
o Link the website to social media platforms
● Optimize the Website’s Content (SEO- also
to be maintained all year)
o Keywords, descriptions, site map
Website

20. ● Ongoing initiative
● Helps to attract more customers with local businesses while
satisfying services and amenities Hotel Marisol cannot directly
deliver
● Ability to successfully expand using other business’ customer base
● Chance to introduce and market itself in an inexpensive way,
● Ideal local businesses to cross-market with would include gyms,
restaurants, and spas.
Cross-marketing

21. Cross-marketing: Gyms

22. Cross-Marketing: Restaurants

23. Cross-Marketing: Spas

24. ● Press Releases:
o UT San Diego
o WHERE Magazine
o Coast Magazine
o San Diego Magazine
o CoastalLiving.com
● PR NewsWire - iReach
o Per release/bundle
Public Relations

25. ● Direct mailers to be sent out bi-annually
o July ‘14 & January ‘15
● Utilize email opt-ins on website
● Create an inquiry-based direct marketing
plan
● Creates the ability to send personalized
mailers
● Easy to track as far as ROI and effectiveness
Direct Marketing

26. ● SEO
o Keywords: Hotels in Coronado, Hotels in San Diego, Romantic Hotels in
Coronado, Boutique Hotels in Coronado
o Optional: SEM if organic leads need to be supplemented
● Hotel Review Sites/Business Listings
o Yelp, TripAdvisor, Hotels.com, Travelocity,
o SanDiego.Org, GreatSmallHotels.com, i-escape.com
● Banner Ads
o Targeted on TripAdvisor, Expedia
● Online Event Calendars
o DiscoverSD, SanDiegoReader, UT San Diego
● E-Newsletters
Internet Marketing

27. Peak times - June, July, August, March
(Banner Ads)
Keywords: “Hotels in Coronado”

28. Social Media

29. ● Del Mar Village Summer Solstice
● Estimated attendance 700-800
● June 19th 5-8pm
● Bronze Sponsorship
Event Marketing

30. ● Seasonal Packages
○ “Summer Fun in the Sun”
○ “Valentine’s Romantic Getaway”
○ Spring Special Wedding Group Rates”
Sales Promotion

31. ● Magazines aimed at target market
o June ‘14, July ‘14, January ‘15
Print Media

32. Soft Opening
● May 2014
● Extend invitations to influentials
o Coronado Chamber of Commerce Members
o Local Business Owners and Managers
 Co-marketing partners
o Travel Bloggers and Travel Agents
o Budget: $10,000

33. ● Drop-down menu of referrals upon booking online
o “How did you hear about us?”
 Cross-Marketing
 Event Marketing
● Clipping Service
○ Third Party
Measuring Effectiveness

34. ● Promotional code redemption upon
booking online
o from direct mailers and various ads
● Click-through metric platforms from
online efforts
o Google Analytics
Measuring Effectiveness

35. Budget

36. Thank You!