This successful extended-stay lodging company needed to upgrade their marketing to compete with national companies that were entering the region. I was hired to bring all of their collateral up to date, impart a consistent branding system and develop a marketing system that put the company on the same level as their national competition.
As Brand/Web Manager, my responsibilities included:
- Design new company ID and apply it to all points of customer contact.
- Re-engineer website. Transition from a static, brochure style site to a database driven “book-your-own-reservations-online” site.
- Research competition for pricing, online strategy and appropriate metadata.
- Research and select outside vendors for site development, hosting and graphic production services.
- Integrate site into travel agency databases and online travel portals such as Expedia and Travelocity.
- Create monthly advertising budget plus spreadsheets for ongoing management and accounting department integration.
- Identify untapped market segments and create marketing message for each unique segment.
- Process:
- Identified 4 different market segments. Created search-engine friendly copy and site navigation for each segment.
- Created photo library of lodging and amenities that integrated into web site and online advertising venues.
- Managed site development and deployment.
- Managed development and production of all printed collateral to be used throughout lodging facility.
Small sideline here. An additional task undertaken involved setting up a bar-code hand scanner based inventory system to catalog all physical assets of the company. Once trial testing of the system was conducted, I staffed this project and gradually turned over management of the project to permanent facilities staff.
Results:
Site deployment was successful. Company was able to secure a multi-million dollar housing contract from a major defense industry contractor due to the new features incorporated into the site. Room rates were increased 30% to match competitors as well as cover booking commissions. Customer base broadened to include home owner insurance policy holders in need of temporary housing and per diem medical professionals from regional hospital.
Contact:
Ron Johnson – Managing partner, 360 621-7489 for references. Bremerton, WA
