RAB 5RAB 52002 Marketing Update2002 Marketing Update

Presented at May 2002Presented at May 2002

At ConventionAt Convention

In Atlanta, GAIn Atlanta, GA

What is……………………What is……………………

• IOCIOC International Operators CouncilInternational Operators Council

• RABRAB Regional Advisory BoardRegional Advisory Board

• RAB 5RAB 5 The RAB consisting of the states The RAB consisting of the states of NJ, PA, MD and DEof NJ, PA, MD and DE

• RAB 5 Mkting SubcommitteeRAB 5 Mkting Subcommittee– A group of volunteers who work under the direction of the A group of volunteers who work under the direction of the

RAB 5 to select and execute marketing opportunities that RAB 5 to select and execute marketing opportunities that affect our regionaffect our region

Who is on the Marketing Subcommittee?Who is on the Marketing Subcommittee?

• Paul RadaPaul Rada DEDE• Lynn FillibenLynn Filliben Sleep Inn NewarkSleep Inn Newark DEDE• Monica Worrell Monica Worrell Hess Hotels GroupHess Hotels Group MDMD• Paul PatelPaul Patel Quality Inn and SuitesQuality Inn and Suites MDMD• Gina MullinsGina Mullins Richfield MgtRichfield Mgt MDMD• Lenny BergerLenny Berger Clarion Resort FontainbleuClarion Resort Fontainbleu MDMD• Renee SeidenRenee Seiden Clarion Resort Fontainbleu Clarion Resort Fontainbleu MDMD• Ed PerariaEd Peraria Quality Inn CookstownQuality Inn Cookstown NJNJ• Rebecca SingleyRebecca Singley NJNJ• Mary MishlerMary Mishler Clarion ResortClarion Resort NJNJ• Tara Ditt-Betz Tara Ditt-Betz Glendale MgtGlendale Mgt PAPA• Karen MansfieldKaren Mansfield Unico HotelsUnico Hotels PAPA• Kelly GeorgeKelly George Comfort Suites AllentownComfort Suites Allentown PAPA• Srinath DharmapadamSrinath Dharmapadam Comfort Inn Mill HallComfort Inn Mill Hall PAPA• Tim DonleyTim Donley Coakley WilliamsCoakley Williams PAPA

2002 Co-op Members Update2002 Co-op Members Update

• 107 Members107 Members

• 70% increase over last year70% increase over last year

• 60% of region is participating60% of region is participating

• Co-op Marketing Dues were only $ 300.00Co-op Marketing Dues were only $ 300.00

• Money for participation was due January 5, 2002Money for participation was due January 5, 2002

Is it too late to participate?Is it too late to participate?

• YES and NOYES and NO• You have already missed some great You have already missed some great

opportunities to be promotedopportunities to be promoted

• There is no rebates or reductions in There is no rebates or reductions in cost for the remainder of the programcost for the remainder of the program

• There is still lots to comeThere is still lots to come

• The projects wait for no one, if you The projects wait for no one, if you are a participant at the time a project are a participant at the time a project began you will be listed. If you began you will be listed. If you weren’t you will notweren’t you will not

IOC Region 5 IOC Region 5 2002 Marketing Revenues2002 Marketing Revenues

Co-op Dollars from Choice HotelsCo-op Dollars from Choice Hotels$ 128,201.00$ 128,201.00

Co-op Dollars from ParticipantsCo-op Dollars from Participants$ 32,100.00$ 32,100.00

Total Marketing DollarsTotal Marketing Dollars

$ 160,301.00$ 160,301.00

Review of 2002 Marketing GoalsReview of 2002 Marketing Goals

• Focus on marketing opportunities that are not Focus on marketing opportunities that are not pursued at a national corporate levelpursued at a national corporate level

• Promote the Sunburst Brands hotels, Clarion, Promote the Sunburst Brands hotels, Clarion, Quality, Comfort, Sleep and MainstayQuality, Comfort, Sleep and Mainstay

• Utilize the market research provided to us by Utilize the market research provided to us by Choice Hotels to help us target geographic areas Choice Hotels to help us target geographic areas that have produced results for hotels in our regionsthat have produced results for hotels in our regions

• Remain “ in campaign” at all timesRemain “ in campaign” at all times

2002 Marketing Plan 2002 Marketing Plan Projects and TimelineProjects and Timeline

January 2002January 2002 Full page ad in Times, US News and Full page ad in Times, US News and Newsweek focusing on “Thanks for Newsweek focusing on “Thanks for Traveling” Campaign and recognizing Traveling” Campaign and recognizing “road warriors”“road warriors”

February 2002February 2002 Signed up all participating hotels with a Signed up all participating hotels with a 10% discount in “LPCT” SRP and 10% discount in “LPCT” SRP and solicited giveaways for future promotionssolicited giveaways for future promotions

March 2002March 2002 Began “ MAPS” project for fulfillment Began “ MAPS” project for fulfillment piece for the regionpiece for the region

2002 Marketing Plan 2002 Marketing Plan Projects and TimelineProjects and Timeline

April 2002April 2002 Attended Armed Forces Travel and Leisure Attended Armed Forces Travel and Leisure Show at McGuire's Air force Base, Naval Show at McGuire's Air force Base, Naval Engineering Station Lakehurst, Fort Engineering Station Lakehurst, Fort Monmouth Army Base and Naval Weapons Monmouth Army Base and Naval Weapons Station EarleStation Earle

Distributed over 16 cases of Choice Hotels Directories, 2 ½ Distributed over 16 cases of Choice Hotels Directories, 2 ½ boxes of Choice Privileges Applications, collected over 150 boxes of Choice Privileges Applications, collected over 150 completed applications and used 6 giveaways for overnight completed applications and used 6 giveaways for overnight

stays at hotels in our regionstays at hotels in our region

Naval Air Engineering Station Lakehurst

April 17, 2002

Glen Clark Glen Clark (NJ718)(NJ718) Ed PerariaEd Peraria

(NJ114)(NJ114)

2002 Marketing Plan 2002 Marketing Plan Projects and TimelineProjects and Timeline

Spring 2002 Great Vacation Getaways newspaper insert in various newspaper publications on April 7, 2002. Circulation: 2 million

Already received 1700 reader response requests

Albany Times Union, Asbury Park News, Atlanta Journal, Baltimore Sun,Bergen Record, Boston Globe, Buffalo News, Charlotte Observer, Cincinnati Enquirer, Cleveland Plain Dealer, Columbus Dispatch, Detroit News, Harrisburg Patriot News, Hartford Courant,

Lancaster News, Long Island Newsday, Newark Star Ledger, New York News, New York Times, Norfolk Virginia Pilot, Greater Phila Newspapers, Philadelphia Inquirer,Pittsburgh Post Gazette, Raleigh Durham News, Richmond Times Rochester Democrat Toronto Star,

Washington Post

Great Getaways Ad

Spring 2002

2002 Marketing Plan 2002 Marketing Plan Projects and TimelineProjects and Timeline

May 2002 Collegiate Directories, Inc.Listing of all co-op participants in the 2002- 2003 National Directory of College Athletics – Men’s and Women’s Edition. Hotels will be listed at the Colleges and Universities that they are near. Publication Date June 2002

Summer 2002

State Visitor’s GuidesPurchase space and design ads for the following state visitor’s guides: Delaware, New Jersey, Maryland and Pennsylvania

2002 Marketing Plan 2002 Marketing Plan Upcoming ProjectsUpcoming Projects

Associations Market We will sponsor a meeting and the golf outing of Philadelphia MPI in the summer and Pittsburgh MPI in the fall. Using giveaways and limited dollars for maximum exposure

Leisure – Family $ 27,000 marketing credit with Media Networks will be used on the “ Home Network” includes such publications as Bon Appetit, Country Home, Food and Wine, Garden, House and Garden, This Old House and Traditional Home in the fall

2002 Marketing Plan 2002 Marketing Plan Upcoming ProjectsUpcoming Projects

Music/Bands and High School Competitions

Postponed to move money to “LGDS” marketing

Funeral Homes Postponed to move money to “LGDS” marketing

2002 Results to Date2002 Results to Date

• Reader Response requests as of 4/30/2002 Reader Response requests as of 4/30/2002

60006000******includes Spring Getaways and PA Visitor Guide**includes Spring Getaways and PA Visitor Guide

• Room revenue produced as of 4/30/2002Room revenue produced as of 4/30/2002

234 room nights 234 room nights

$ 22,031.00$ 22,031.00

Where is “LGDS”???Where is “LGDS”???

• Due to the success seen in other regions, the Due to the success seen in other regions, the RAB asked the committee to evaluate our RAB asked the committee to evaluate our participation with this promotionparticipation with this promotion

• We had to juggle monies from other promotions We had to juggle monies from other promotions to pay for this promotionto pay for this promotion

• We cut several items out of the marketing plan, We cut several items out of the marketing plan, such as Music/Bands and Funeral Homes. We such as Music/Bands and Funeral Homes. We reduced monies spent in Associations, reduced monies spent in Associations, Collegiate Directory and a Trade Show. We Collegiate Directory and a Trade Show. We omitted giveaway gifts for this year. Pulled omitted giveaway gifts for this year. Pulled money out of reservesmoney out of reserves

What is the “LGDS” Marketing Program?What is the “LGDS” Marketing Program?

• Marketing specifically to travel agents Marketing specifically to travel agents through Global Distribution through Global Distribution Systems(GDS) (Sabre, Apollo, Galleio, Systems(GDS) (Sabre, Apollo, Galleio, System One, Worldspan, etc.System One, Worldspan, etc.

• Offers a promotional rate “LGDS” that Offers a promotional rate “LGDS” that end in a $____ 9.00 to travel agents end in a $____ 9.00 to travel agents looking to book business in a certain arealooking to book business in a certain area

• Ties into requests via Airport codesTies into requests via Airport codes

Pros/Cons of “LGDS”Pros/Cons of “LGDS”

• It produces It produces businessbusiness

• Volume of Volume of business may be business may be trackedtracked

• It is well received It is well received by travel agentsby travel agents

• It is difficult to load as a It is difficult to load as a group. Choice will no group. Choice will no longer allow force loadslonger allow force loads

• Results can be deceiving. Results can be deceiving. It can replace SPC It can replace SPC business or SCR. Not all business or SCR. Not all numbers reported from numbers reported from other regions are other regions are incrementalincremental

Region 5 and “LGDS”Region 5 and “LGDS”

• We will be adding thisWe will be adding this• We need your help to make the dollars We need your help to make the dollars

spent – Good dollars spentspent – Good dollars spent• Complete and return the LGDS –Travel Complete and return the LGDS –Travel

Click Sign up form by May 15, 2002Click Sign up form by May 15, 2002• Offer a rate that ends in $___9.00Offer a rate that ends in $___9.00• Work with your FSD if you need help.Work with your FSD if you need help.• Timeliness Timeliness ISIS important important

What do you have to do be in the What do you have to do be in the group load of “LGDS”?group load of “LGDS”?

• Complete the sign up form enclosed in your Complete the sign up form enclosed in your packet. It will also be faxed to your hotels packet. It will also be faxed to your hotels Monday, May 13, 2002Monday, May 13, 2002

• Complete and return to the fax number Complete and return to the fax number listed before May 17, 2002. listed before May 17, 2002.

• This program begins June 15, 2002. This program begins June 15, 2002. • If you miss the group load, you will need to If you miss the group load, you will need to

work with your FSD to ensure it is loaded.work with your FSD to ensure it is loaded.

But there’s still moreBut there’s still more

• Travelocity Banner ads and Travel Click in the Travelocity Banner ads and Travel Click in the FallFall

• Promotion will be “ Thanks for Traveling in Promotion will be “ Thanks for Traveling in 2002” We appreciated it. Now you’ve got the 2002” We appreciated it. Now you’ve got the Freedom to TravelFreedom to Travel

• Enter a chance to win 2-overnight stay gift Enter a chance to win 2-overnight stay gift certificates in the Mid-Atlantic Choice Hotels certificates in the Mid-Atlantic Choice Hotels Region. Fifty Prizes will be awardedRegion. Fifty Prizes will be awarded2525

• Collecting email addresses for future promotionsCollecting email addresses for future promotions

Sample AD only – In production

Interesting Offer to grow 2003 DollarsInteresting Offer to grow 2003 Dollars

• Safemark is offering us a chance to Safemark is offering us a chance to earn more co-op marketing dollarsearn more co-op marketing dollars

• Offering –2% of Safemark’s portion Offering –2% of Safemark’s portion of gross revenues from Security of gross revenues from Security Cash Flow within Choice IOC Cash Flow within Choice IOC membersmembers

• Term: May 1, 2002 – December Term: May 1, 2002 – December 31,200231,2002

• Payment – January 31, 2003Payment – January 31, 2003

2003 is right around the corner2003 is right around the corner

• We will present the 2003 Marketing Plan We will present the 2003 Marketing Plan at Fall Regionals in Philadelphiaat Fall Regionals in Philadelphia

• Co-op Participation for 2003 will begin Co-op Participation for 2003 will begin November 1- December 31, 2002November 1- December 31, 2002

• For a copy of this power point, email For a copy of this power point, email monica-worrell@hesshotels.commonica-worrell@hesshotels.com