TACTICALMARKETINGPLAN

PRESENTEDBY:ROBERTIZQUIERDO

PULLMANMIAMI5800 Blue Lagoon Dr, Miami, FL 33126

VERSION1.0

NOVEMBER14,2016

Confiden'al

11/14/2016 Tac$calMarke$ngPlan 1

TACTICALMARKETINGPLANHotelbrandsfirstcreatevalueforguestsbyhelpingtoassurethemofauniformlevelofquality.Ascustomers’loyaltygrows,thebrandownercancapitalizeonthebrand’svaluethroughpricepremiums,decreasedpriceelas.city,increasedmarketshare,andmorerapidbrandexpansion.Finally,companieswithsuccessfulbrandsbenefitinthefinancialmarketplacebyimprovingshareholders’value.Well-establishedbrandsareintangibleassetsthatserveasasourceofstrategicadvantageandcreatefinancialvalueduetotheirabilitytogeneratecashflowsviarela%velyhighermargins.Onestudysuggestedthatthefollowingfourcomponentsunderliethisequity:brandawareness,brandloyalty,perceivedquality,andbrandimage.

REFERENCES:(1)JohnW.Oneill."ProfessorattheSchoolofHospitalityManagement”.CornellHospitalityQuarterly.February2014.

PLANOVERVIEW

BrandAwareness

Understand“Emo.ons”andhowtheyplayabigroleintheprocessofpoten&alcustomersvisi!ngMiamiandthereforevisi!ngourproperty.Miamiisacitythatoffersfun&excitementwhetheryouarestayingforBusinessorLeisure.Wemustcapitalizeonthisinouradver6singandshowcaseouren#rekeyAmeni#esinthehotelandaroundourproperty.Weneedtoposi%onPullmanasagreatHoteltoenjoyMiamiforwhateverreasontheyarehere,wecancatertotheirneeds.NoonetravelstoMiamiandfeelssadsoourmarke3ngcampaignshastobeanupli(edmessagethroughadsthatconveywearethePlacetoStayintheirvisittoMiamiakaPullmanMiami!

BrandLoyalty Toretainexis,ngclientsandnewoneswiththenewremodeledexperience.CreateRewardsandkeepincontactwiththemthroughinnova&ngemailcampaigns,socialmediavideos,andfunsmallgiveaways.

PerceivedQuality Highligh&ngAmeni&es–Bar–Restaurant-LoungeArea–Pool–WorkSta$ons–Shu$lesandmanymorekeyfactorsweoffer,wemustshowourpoten&alcustomersthelevelofexcellenceweprovidewithconsistencyatafriendlyhelpfulhotelexperience.

Brandimage Stayintheguidelinesofthebrandbutalsoelaboratewiththepropertyfeatures,tellinganew2016Miamistoryofthemoderntravelerthroughcap$va$ngshortvideos,ads,emailblast,andlandingpagestotellastory,forexamplethestoryoftheartwork.Smallcampaignsre-targetedtothecorrectaudiencecanstrengthenandbuildonthebrandname“PullmanMiami”tobeana,onwidetalkedabouthotel!

Confiden'al

11/14/2016 Tac$calMarke$ngPlan 2

OBJECTIVE

BrandAwarenessandRevampallmarke1ngmaterialtostaywithinAccorbrandingguidelines,buttocreatemoreappealingcampaignstotheMiamiTravelerthroughvisualanddigitalcampaigns.Vividly&modernelegantads.

TARGETMARKET

LEISUREDEMOGRAPHICS

23milliontravelersintoMIAthislastfiscalyear–498,000visitorstothePortMiami“tourism”–EventslikeLPGAtour

BUSINESSDEMOGRAPHICS

CorporateGroups–Catering–WeddingsandEvents–Airlinesaccounts–Medicalgroups

MESSAGESUMMARY

Asuccessfulbrandcreatesapersonalityforanintangibleen4ty,abrandrelatestoconsumeremo$ons.Especiallyinhospitalitytheyhavetobeabletoknowandfeelthattheycantrustandfeelasenseofcomfortableness.Ahomeawayfromhome,wehavetocreatethatsenseandcreateawarenesshereatPullmanMiamithatwearecapableofprovidingthisexperience.Whenabrandreallyinvolvesthemindandemo2on“Mentallycontributes.”Wecreateaconnec%onofatrustworthypropertytoreducetherisksassociatedwiththegueststayingatanotherwiseunknownproperty.Enhancing“BrandAwareness”

Confiden'al

11/14/2016 Tac$calMarke$ngPlan 3

PROJECTPLAN

PULLMANOVERALLMARKETING

Project Descrip(on/PurposePriorityLevel

PMFolder Forsalespersonal

PMBrochures Salesteamtopresenttopoten-alprospects

WeddingBridalShowcase-Ad Promoteshowcase ✓

LastMinuteMee(ng–Ad–10%off -flyer-emailblast

GayWeddings -flyer-emailblast

Quinceañera -flyer-emailblast

MilitaryMembers -flyer-emailblast

Crossover -flyer-emailblast

GroupPackages -flyer-emailblast

✓

Confiden'al

11/14/2016 Tac$calMarke$ngPlan 4

PROJECTPLAN

LARIVIERA

Project Descrip(on/PurposePriorityLevel

Menus TakehomeprintedTri-FoldBrochures.Todistributeinoffices.

Coupon SpecialPromos–EmailedandPrinted

***Reference:Card–RaffleTac(c–

EmailRetainingSystem

Landingpageforclienttofilloutaverybriefsurveytoratetherestaurantexperienceandfoodquality.One-waytogetpeopletodothisistopromoteaRaffleforexample:Halfofdinnerorfreeappe$zer.OnceaweekforLocalclients.Getspeoplepar+cipa+ngandtalkingboutrestaurant.Wecollectalltheemailsandcross-marketforhotelspecialsandeventsnewsle&er.Marke-ngmanagergetsemailsanddetermineswhowinseachweekandsendsoutaCoupontothepricewinnerthroughemailvalidforonemonth.

ElevatorSignage Smallpaper/billboardontheelevatortopromotedownstairsbarandrestaurantsspecials

OutsideofrestaurantSignage SpecialHoursofOpera0onsandBriefMenu…AskbyRestaurantmanager

PromoteChristmasParty CreateHolidayOfficepartypackages.Makesmallgatheringpackagesforbusinessaroundtheareatocomeinandexchangegi*sandsmallspecialmenuforcheaperpriceforagroupatlunchhours.

LunchBuffet PromoteanAffordableLunchBuffettocreatelocalcommunityawareness.Maybetwiceaweek

Confiden'al

11/14/2016 Tac$calMarke$ngPlan 5

PROJECTPLAN

VIDEOCAMPAIGNS

Project Descrip(on/PurposePriorityLevel

Conceptisasalesreptalktothecamerawithabriefintroduc0oninfrontofevent.Thenfilmmaybe10differenteventsanda"ertheyaredone,doa-me-lapseofthe10eventswithsalesrepstandingtheresmilingwithvariouseventsindifferentdaysandinfastpacecamerawefastforwardthroughallofthemsotheyseethevariouseventsinacrea.vewaybehindhimorherandattheendgivecontactinfoforeachspecificcategory.

Theideaforvideosarequick30secpromovideostoblastonLandingpages,socialmedia,andsendtopoten-alprospectsforgroups.Haveactualhotelstaffinthevideoandhavethemtalktothecameralikeitwasapersonalsitevisit.Highligh2ngallthespecificfeaturesforgroups.

Categories CorporateGroups-Weddings–Exci%ngEvents

RoomStories Tellatravelerstoryforeachsuiteandproducea30secvideoofeachroom.Coveralldemographicspertainingtotheroomspacewithsmallcleverstory.

Family–leisure–business–group-sports

Culinary LetspromotetheChefexperienceofsuchanelegantrestaurantwithvisualsthatmakeyourmindwonderandyourtastebudsmeltforatas.ng.

Dosmallsegmentsoffoodprepara0onanddrinkmixology.Overviewshotsandcloseups

Confiden'al

11/14/2016 Tac$calMarke$ngPlan 6

PROJECTPLAN

LANDINGPAGES

Project Descrip(on/PurposePriorityLevel

LandingPagesforeachindividualcampaign

Haveaone-pagesite“Landingpage”withvaluableinfocateredtoeachspecificcampaignwithvisuals“pics–video”alsoarmitwithaCalltoAc.oncontactformtoreachthesalesreptoclosethesale.

GoogleAnaly+cs Connectanaly+cstogetreal+medataonthetrafficanddemographicsandmuchmoreVALUABLEData.Whatweshouldhaveonthehomepage

***BRANDAWARENESS***

VINOTECHA

Project Descrip(on/PurposePriorityLevel

Winetas)ng Specialdaywhereweinvitethesupplierstocomeinanddoatas,ngdemonstra,ononeachgradelevelofwinetheywanttoshowcase.DifferentoneeverytwoweeksMoreExclusiveSmalleventinLoungearea

WineList Print–web–MurphyObrien

Wine“DuVin”Wednesday TheEpicHoteldowntowndoes5-6freewinedrinking,Everyday.I’mproposing1!meaweek.Weservethemostcosteffec$vewinebutattheenditprovidesavisittonewprospectsandmayconsumeF&Bwhiletheyareatevent.

Confiden'al

11/14/2016 Tac$calMarke$ngPlan 7

PROJECTPLAN

LOUNGEAREA/BAR

Project Descrip(on/PurposePriorityLevel

Happyhour BuyoneTopShelfDrinkgetanotherhalfoff

BeerSpecials-Friday Buy1Domes+candget1freeFridays

Horsd'oeuvre-Thursday A"erworkNetworkingevent5-6complimentaryHorsd’oeuvre

PROJECTPLAN

SOCIALMEDIA

Project Descrip(on/PurposePriorityLevel

MannequinChallenge StayCurrentonTrendsandthisisaNov2016TrendingViral.Alsogivesusachancetoshowcasethewholepropertyinslowmo#on.

Videos VideoSegmentsonspecialreceipts,drinkmixers,events,***PullmanserviceinterviewswithambassadorsEpisodes***

Pictures Thattellsastoryandconveysemo1onsthatourpoten+alguestcouldrelateto.

Confiden'al

11/14/2016 Tac$calMarke$ngPlan 8

PROJECTPLAN

THINKINGOUTSIDETHEBOX

Project Descrip(on/PurposePriorityLevel

Mobilecarwashpartnership Partnershipwithalocalcarwashcompanythatcanparkinthebackoftherestaurant.TowashcarswithcorporateaccountsaroundtheBlueLagoonareatogetbusinesspeopletocometoourpropertyandwecancrossmarket.Customerswaitinsidethelobbyorevenbe/erinsidetherestaurantandconsumeF&B

Airbnb ***RISKYBUTMAYWORK***Ifallowedwecancreatealis,ngandcommunicatewithprospectsonthepla/orm.WhentheyarereadytobookwecanprovideaBTsalespersonnumberortheycanreachthefrontdeskaswell.“Theyblockexternalwebsitesfrommessagethreadsandemailsaswell”.

Artnight Monthlyeventstoshowcasetheculturalofferingsinthiscommunity.–PromoteOnEventBriteiskeyandreachouttopromoters,gallery,andstudios.

MusicNight

PromoteOnEventBriteiskeyandreachouttopromoters,gallery,andstudios.

Luxuryhigh-endcarNight PromoteOnEventBrite

YogaclassesorCardioClassfor1hr

PullmanFit(AccorBranding)

GetinstructorthatteamsupwithPullmanandpromotesPullmanFitnesswith1hourclasses–freetoPullmanwelethimuseourfacilityandhebringsincrowdofyoungexecu.vesforclasshecancharge15-$20.Wemake“$0”ForFirst6monthsthenwhen**BrandAwareness**isstrongthenstartcharging.ThatgoeswithallModernTac$cs.

Confiden'al

11/14/2016 Tac$calMarke$ngPlan 9

WeareatanageoffreeInforma-onandpeoplewanttolearnandbetoldastoryratherthanbesoldacoldproduct!Wemustadaptandreformourideaofmarke5ngtobeaposi5vehelpfulmessagethatwillconveytrustandinterest!Thuscrea8ngcuriositytotakealookat

ourproperty“PullmanMiami”toshowcaseitshigheststandardthatthe

BrandholdsintheHospitalityindustry.

“OURWORLDISYOURPLAYGROUND”

RobertIzquierdo