Marketing Plan 2016 Residence Inn

Marketing Plan 2016  [Select Date] 1
Marketing Plan 2016
Long Term Stay Extension
Residence Inn by Marriott Gainesville
I-75
Prepared for Ms. Jade Wagner Prepared by Kiera, Daniel, Sara, Erial,
Tania

Table of Contents
Executive Summary
Marketing Plan Rationale.....................................................................................................................................................
Situation Analysis .................................................................................................................................................
Environmental Analysis.......................................................................................................................................
Locational & CommunityAnalysis ....................................................................................................................
Primary Competitor Analysis..............................................................................................................................
Market Potential Analysis....................................................................................................................................
Service Analysis ....................................................................................................................................................
Marketing Position & Plan Analysis...................................................................................................................
Major Strengths, Weaknesses, Opportunities, and Threats.............................................................................
Selected Marketing Strategy.................................................................................................................................................
Marketing segmentation and target markets .....................................................................................................
Marketing strategy................................................................................................................................................
Marketing mixes...................................................................................................................................................
Positioning approaches ........................................................................................................................................
Marketing objectives.............................................................................................................................................
Implementation Plan............................................................................................................................................................
Activities Plan
Activities, responsibilities & timeframes by target market ..............................................................................
Marketing budget.................................................................................................................................................
Budget by target market.......................................................................................................................................
Control procedures...............................................................................................................................................
Results expected from activities..........................................................................................................................
Progress report .....................................................................................................................................................
Evaluation procedures..........................................................................................................................................
Measurements.......................................................................................................................................................
Performance standards........................................................................................................................................
Evaluation timetable............................................................................................................................................
Appendix...............................................................................................................................................................................

MarketingPlan Contributors
Kiera Keesecker
Daniel Harbus
Sara Penny
Erial Rice
Tania Hernandez
SupervisingFaculty
Jade Wagner
Lori Pennington-Gray
Institution Sponsor
University of Florida College of Health and Human Performance

Situation Analysis
Previously, the Residence Inn did have a marketing plan geared toward long term stay guests but knew there was a way they could improve upon it.
Examining the current and future market for long term stay guests in Gainesville shows that there is potential to grow this portion of the Residence
Inn’s market segment. The Residence Inn has the potential to attract many of the long term stay guests who will be entering the market in the next
few months to years and monopolizeit.
Competitor Analysis
In order to establish a distinct and memorable image to extended-stay travelers, Hotel Managers and Sales Directors must also take into account their
competitors as a part of their situational analysis. Because Gainesville has many hotels of similar size and location, it is important that Residence Inn
is frequently observing what their competitors do and work to be in front of the competition in all aspects.
Market Potential
A market potential analysis focuses on the trends related to potential markets and their consequent influences. The Residence Inn will dive into the
market to explore what areas offer significant potential for growth.
MarketingStrategy
This plan proposes a new positioning approach and segmentation strategy that ultimately markets Residence Inn towards nearby geographic markets
with travel motivations related to business and construction travellers, medical tourists of the many local hospitals and students, faculty and long-term
guests of the University of Florida. Marketing strategies to achieve these ambitious goals consist of utilizing product, packaging, programming, place,
promotions and partnerships for each target segment.
Market Segmentation
1) Business/Construction
2) Medical Tourists
3) University of Florida students, visiting scholars, staff & faculty.
MarketingObjectives
To position the Residence Inn in the forefront of guests minds as the perfect long term stay option.
To maintain brand consistency under the Marriott company umbrella.
To grow the Residence Inn’s extended stay market by at least 8%.
To raise awareness of the Residence Inn’s product by 10% in target markets.
To gain a total of 10 new clients through e-mail blast and online marketing.
To increase social media traffic and popularity by 15% (Facebook likes, Gshare, and twitter).
To create a relationship with the University of Florida for housing visiting staff and students, aim to sell at least 10 rooms continuously per semester
to this particular segment.
Activities Plan
Executive Summary: Ultimately, the marketing ofthe Residence Inn to new and established market segments as not
just a room, but a residence will increase the number oflong term stay guests by appealing to their specific needs.

Listed by the major components of travel marketing, a detailed activates plan outlines proposed activities for each target market as well as tasks and a
timeline to ensure the success of each new idea. The activities plan for the Medical Tourists segment involves establishing further partnerships with
surrounding hospitals to further advertise Residence Inn. The activities plan for the Business/Construction segment involves heavy transparency
through numerous social media channels as well as strategic partnerships with surrounding businesses. The activities plan for the University of Florida
students, visiting scholars, staff $ faculty involves exploring the international segment at forming partnerships with key research groups at UF.
Budget, Control & Evaluation
Divided amongst three target markets, a proposed budget aims to gain more exposure and brand recognition through increased advertisements, an
improved social media presence, and increased awareness of international markets in Gainesville. Metrics and performance standards to measure each
objective have also been identified.

Marketing Plan Rationale
Situation Analysis
Environmental Analysis
Location & Community Analysis
Primary Competitor Analysis
Services Analysis
Marketing Position & Plan Analysis
SWOT

 Industry: Many hotels are listed in the Residence Inn’s comp set and more hotels are in the works around the city of Gainesville. For
example, the new Towneplace Suites by Marriott focuses specifically on extended stay guests, the market segment we are trying to grow for
the Residence Inn.
 Technology: With technology constantly evolving it is imperative to stay with the times and up to date with new trends. This emerges as a
problem because implementing new technology is costly and hotels are already working with small budgets.
 Economy: The Gainesville hotel industry is in a comfortable position right now but will struggle once all of the new hotels that are planned
open in the next few years actually open their doors.
 Politics: Gainesville is a small town so everyone in the industry knows everyone else and politics end up playing a role in where guests get
sent when rooms are overbooked.
 Culture: Growth of Millennials has caused a shift in what consumers expect from hotels.
 Society: More in depth description involving society analysis can be found in the following sections
Environmental Analysis
A key initial stage of developing a marketing plan is to consider external factors, which may impact the marketing environment. In
particularly, hotels must analyze six major trends and their impacts, including industry, technology, economy, politics, culture and
society.

Location & Community Analysis
More specific than an environmental analysis, an analysis of the community itself outlines major marketing influences
such as demographic composition, primary industry and employers, and city infrastructure.
o Gainesville is largest city in Alachua County and North-central Florida
o Gainesville is a regional hub in the area
o Houses one of the largest public universities
o Houses one of the top hospitals. Shands is ranked nationally in 7 adult and 7 pediatric specialties.
o Located directly east of major Florida interstate (I-75)
o Annual daily traffic report from FDOT shares 80,000 vehicles pass by daily
o Regional airport offers direct flights to major international airports such as Miami, Atlanta, Orlando, and Tampa

Competitor Analysis
In order to establish a district and memorable experience for tourists, hotels must understand their competitors.
 Residence Inn Competitor Set is used as a benchmark to measure the success of our hotel. The hotels are based off of location,
brand and size.
 STR Report gives data about competitor set as a whole.
 Residence Inn Competitor Set consists of Homewood Suites, Hilton Garden Inn, Courtyard by Marriott, SpringHill Suites, Hampton
Inn, Country Inn & Suites & Holiday Inn Express

Market Potential Analysis
A market potential analysis focuses on the trends related to potential markets and their consequent influences.
 Construction/Business will bring in potential clients from various construction companies
o The Cade Museum
o Celebration Point
o Butler Plaza/Archer
o Corporate events with local businesses
 Medical Tourism
o Work with Shands and North Florida
 University students, visiting scholars, staff & faculty
o The university of Florida has a large influence on local tourism in Gainesville, FL
o An area for potential growth in this particular segment could include incoming exchange students as well
o Short term research programs from other countries could house guests at Residence Inn

Services Analysis
This is analysis of the available services and identification of the gaps in services needed to meet the new segment.
 “It’s not a room, it’s a residence”
 Conference room
 Grocery store service
 All suite Hotel
 Full kitchen with stainless steel appliances
 32 flat-panel HD LCD TV
 Luxury bedding with down and feather
pillows
 Granite counters
 Individual climate control
 Pull-out sofa sleeper
 Iron and ironing board
 Individual coffee maker
 Alarm clock
 Hair dryer
 Pets Welcomed - Non-refundable
Sanitation fee
 Hot full buffet breakfast
 Individual coffee maker
 Alarm clock
 Hair dryer
 Pets Welcomed - Non-refundable
Sanitation fee
 Hot full buffet breakfast
 Evening Reception
 Monday-Wednesday: beer, wine and light
meals
 24 Hour Business Center
 Wired & wireless internet
 Grocery shopping service
 Coffee and Tea in Room
 Coffee in Lobby
 USA Today
 Outdoor Swimming Pool
 Putting Green
 Patio with Fire Pit and Grill
 Neighborhood-style living featuring
comfortable, spacious hotel suites at a
great value. Spread out in our all-suite
hotel featuring personalized voicemail and
free high-speed Internet.
 Plush Marriott bedding.
 Fully equipped kitchens.
 Bar-B-Q and/or picnic area
 Grab-n-Go breakfast

MarketingPosition & Plan Analysis
This analysis is looking at how Residence Inn by Marriott can carve a niche for itself within the potential market and the
key points in marketing this hotel.
 The marketing position Residence Inn is currently focused on is through the vast construction projects occurring throughout the city of
Gainesville. This includes but is not limited to the growth in UF Health Hospitals and Services, University of Florida, Cade Museum and
much more.
 Gainesville: “where nature and culture meet” - nature tourism is a huge potential activity that should be utilized to promote extended stay.
 Residence Inn can capitalize on foreigners coming to UF to do research by providing housing.

SWOT Analysis
A market potential analysis focuses on the trends related to potential markets and their consequent influences.
Strengths University of Florida Reputation & Campus Resources
Diversity of Locally Owned, Independent Businesses
Proximity to UF Health and the many local hospitals
Natural Landscape & Resources as Attractions
Emphasis on Cultural Experiences
Weaknesses Dependency on UF & Student Population Fluctuation
Seasonality
Lack of State & Regional Exposure
Lack of hotel exposure within community
Opportunities Exploit Current Unique Attractions
Technology/Social Media/Digital Marketing
UF Foreign Exchange Students/ research assistants
Marketing Opportunities Towards Specific Niche Travel Motivations
Threats Other local hotels with similar facilities and services
Economic Cycles, reduced spending periods
Customers Travel Expectations and Planning
Severe Weather Threats

Marketing Plan Rationale
Selected Marketing Strategy
Market Segmentation & Target Markets
Marketing Strategy
Marketing Mixes
Positioning Approaches
Marketing Objectives

 The Residence Inn’s current marketing strategy toward extended stay guests is effective yet it could be improved upon to capture more of
the market in Gainesville.
 Using a concentrated marketing strategy we will target a few integral segments in the extended stay market and focusing our efforts on
gaining their business. Rather than trying to bring people to the market, we will be focusing on capturing the market that is going to be
present.
 Because the Residence Inn is under the Marriott brand we will have to follow specific guidelines in our marketing efforts in order to fit the
brand.
 Creating our marketing strategy will ensure effective brand positioning in the minds of our target markets. Advertisements and promotions
will be geared toward our target markets to ensure we reach our intended audiences without misallocating our resources.
MarketingSegmentation and Target Markets
Concentrated Strategy
A concentrated strategy is an approach to marketing where a few market segments are chosen from among several and
attention is concentrated on these selected market segments. We want to focus marketing efforts on select target
segments to increase long term stay guests for the Residence Inn.

Marketing Strategy for Business/Construction Target Markets
 Position Residence Inn as the primary extended stay hotel in Gainesville
 Continue to monitor needs of the average business traveler
 Engage with all major businesses currently in Gainesville to learn about their current and future events/conventions
 Increase social media traffic with businesses
 Specifically target the “New Recruits traveler” (less experienced traveler who wants to share experiences and explore
surrounding community)
 Capitalize on social media postings from “New Recruits traveler”
 Recognize that amenities, location, convenience, connection, and value are most important factors with the business
traveler market segment
 Speak directly to construction companies involved in major Gainesville projects to inform them of our ability to
meet their needs
 Implement shuttle service to construction site
 Partnerships with local restaurants and store to get discounts for construction workers
 Advertise easily accessibility to major grocery stores and restaurants due to location

Marketing Strategy for MedicalTourists Target Markets
 Position Residence Inn as the primary extended stay hotel in Gainesville
 Create close relationships with Shands employees and executives to create better partnerships
 Become more aware of the existing and future projects that Shands will have
 Plan for a shuttle service for the employees of Shands
 Create partnerships with local businesses to make the stay at Residence Inn more appealing

Marketing Strategy for the University of Florida Students, Visiting
Scholars, Staff & Faculty Target Market
 Position Residence Inn as a primary option of living for international students, graduate students and faculty
 Form a relationship with the University of Florida’s international student center in order to offer our product to them.
 Capitalize on the fact that this is a unique opportunity for the Residence Inn in a relatively unexplored market.
 Create a shuttle service for weekends when bus schedules are reduced while the students and visiting scholars will still require transportation.
 Develop relationships with head research departments on campus to discover new opportunities to housing international researchers.

Medical Tourist MarketingMix
Product: Marriott offers numerous of amenities that are suitable for guests that are traveling for medical purposes. Being able to relax in a newly
renovated room with luxury amenities is an added value for these guests. Marriott also offers handicap accessible rooms, which is something that
medical tourist may look for. Patients and their family members many have additional needs when compared to other guests. According to
medicaltourismmag.com there are tangible and intangible that have to be met. The intangible needs include "efficient transportation, shopping,
foodservice, tourist activities." Marriott already offers shopping services, implementing a transportation service may serve as a useful addition.
Partnering with a local medical transportation company could be a great way to provide transportation for the guest that are in need. Some of the
intangible needs include "the cornerstone of the hotel industry culture, encompass the experience during pre-departure, encounter, and post-
departure." Essentially, making sure the medical tourist have a pleasant experience at your hotel during their stay is key to adding value to your
product. Some other innovative designs, amenities, and services to consider in the future are adjustable beds, nurse call system, quick check in,
prescription delivery, 24-hour room service.
People-It’s important that the guests know the efforts made by the employees at Residence Inn Gainesville to provide great services. Emphasizing
how the staff goes above and beyond to make their guests feel at home is necessary to address when trying standout from your competitive set.
Traveling for medical purposes can be stressful, making sure that guests travelling for these reasons have everything that they need to make them feel
comfortable is important. Grocery shopping services are particularly unique to the Residence Inn, and more services such as these would increase
your value to customers. Below are somepossible services that you could offer:
 Providing in-house spa services- In-house spa services would be a nice added feature for these particular types of guests. Allowing a local
spa to provide these services for your guests would be an easy solution to providing this feature.
 Room Service- This is offered by your main competitor (Hilton Garden Inn), something as simple room service could be a deciding factor
between you and your competition. Providing this would allow guests receive their food quicker versus using an outside delivery service.
The services offered by Residence Inn should be easy for guests to access on your website, such as the service information listed on the competitor’s
website (specifically, Hilton Garden Inn).
Packaging- Residence Inn should create a package specifically for medical tourist. Consider offering tickets to a local attraction for guests who have
booked a room for more than five nights. This will encourage guests who are staying for a short period of time (1-3 days) to stay for a minimum of5
days.
MarketingMixes
Detailed review of the uses of each element of a marketing mix by targeting segments, including product, people,
packaging, pricing, programming, partnership, and promotion

Pricing-Residence Inn could potentially provide some type of discount for first time Medical tourist guests. Doing so will allow them to experience
all that you have to offer, and hopefully make them a repeat customer because they were more than satisfied with your services.
Programming- since no programming is offered at Residence inn, you should consider offering Gainesville Country Club non-resident membership
vouchers to all guests. This would allow guest the opportunity to utilize Gainesville Country Club’s golf course, tennis courts and all of the other
perks that are included with their membership at a discounted price. Because rest and relaxation are especially important for the medical tourist and
their families this would be a option to offer.
Place- Marriott is only 3.5 miles away from Shands, and 4.9 miles away from North Florida Regional Medical Center via I-75. The convenient
location off of I-75 makes Residence Inn a central area for medical travelers.
Partnership Partnering with hospitals and medical associations would help attract this particular market segment to your hotel. One association to
consider is Alachua County Medical Society. Also, partnering with a local medical transportation service, and a local spa (such as Leopard
transportation, and Spa Royale) would allow your hotel to conveniently provide their service for your guests to use when needed.
Promotion-Promotion within the medical community is something to consider. Contacting medical organizations, associations, local hospitals and
informing them of all the service and amenities you offer would be an effective way to promote you hotel. Displaying print ads in the local hospitals,
as well as utilizing social media to promote your services and amenities online would also be good way to advertise. Providing small gifts (such as a
Florida Gators t-shirt or stuffed alligator for children), and special offers (discounts for first time guests) could potentially increase attractiveness to
guests.

University of Florida students, VisitingScholars, staff & UF Faculty MarketingMix
Product: Residence Inn offers a wide range of amenities and services that would be appealing for University of Florida students, visiting scholars and
faculty. This includes but is not limited to, a full kitchen with provided cookware, a grocery and food delivery service, daily hot breakfast and much
more but these are some amenities that are extremely useful for students, faculty and visiting scholars. In addition, Residence Inn is off of Archer
Road, which has many plazas of restaurants, shopping centers and more. Lastly, Residence Inn is only 4 miles from UF and is close to many bus
routes as well which makes it a convenient yet luxurious stay.
People: As a hotel, we can guarantee that our employees will be able to form relationships with our University of Florida long-term guests by
providing the utmost care and amazing service so that they feel like it is their own home.
Packaging: Through packaging, Residence Inn could distinguish themselves from their competitors by truly making the stay not just an ord inary
hotel stay, but more long-term friendly like a residence. Residence Inn creates an entire package by providing many extra services such as the
grocery/delivery services as well as a partnership with a local gym. In addition, Residence Inn could turn Gainesville into more of a destination by
telling guests all there is to do and explore.
Pricing: We plan on utilizing our existing pricing structure but are willing to work cohesively with the University of Florida staff to ensure fair long-
term prices.
Programming: Programming is another key element in the marketing mix that is necessary to make Residence Inn a competitive hotel for the
extended-stay market, especially for the University of Florida market. It is important to provide this market with activities in addition to the
traditional Residence Inn evening socials. It is also important to provide transportation to and from the University each and every day.
Place: The Residence Inn is only a few miles from the edge of campus down Archer Road, making it a prime location for quick and easy access to
the University.
Partnership: Partnership is one of the most important aspects of the marketing mix as this could be the area where Residence Inn has a com petitive
advantage. Residence Inn always has a partnership with a nearby local gym but that could be expanded. They could have partnerships with many of
the nearby restaurants as well as local attractions such as the springs, Payne’s prairie, museum and much more. In addition, formulating a partnership
with the University of Florida Housing and Residence team to ensure cohesiveness if students decide the hotel is their accommodation of choice. As
far as faculty or visiting scholars, it is important to create partnerships with the specific departments so that the hotel can be as accommodating as
possible to those individuals.
Promotion: For promotional tactics, it is important that Residence Inn is broadcasting their services to many different sources. It is important that
they promote themselves as the primary extended-stay hotel in the area and that they service long-term business/construction workers, medicals
tourists and students, faculty and visiting scholars from the local University. They can do this by having more commercials, utilizing social media,
marketing through the RTS bus systems and working closely with the University to make it known that the hotel is an option.

Business/ConstructionMarketingMix
Product: We will position the Residence Inn as more than just “a place to stay “in the mind of the consumer, we will do this by implementing highly
rated additional services and amenities tailored specifically to the Business Construction market segment. Our goal is to understand what added
services and amenities these individuals value, and in what order. Below are some examples of the main product features and amenities we will seek
to perfect, and how we will do it. Guest Check In/Out: We will have efficient and easy check in/check out services. Short or no wait time, express
check on/out services, friendly customer service oriented staff, front desk personnel that is polite, efficient and helpful. Guest room quality: We will
have the highest quality standard in terms of cleanliness, quality and comfort of bedding, furnishing, size of room location of rooms, internet access
and additional amenities.
People: We will implement and train our staff on “best practices” policies and procedures in order to increase our overall customer service and guest
satisfaction quality ratings.
Packaging: Through Packaging, The Residence Inn will continue to stay competitive as we distinguish ourselves as friendly -resident oriented hotel.
The residence in offers the entire package with extra services made available for guest such as, Speedy and efficient guest check in/ guest check out,
Guest room cleanliness,- superior Customer service quality, grocery/delivery services and more made readily available to the guest.
Pricing: We plan on utilizing our existing competitive price structure, third party booking sites, and bidding for corporate contracts to fill rooms
during low seasonality.
Programming is a key element in the marketing mix and it is necessary to make the Residence Inn a competitive hotel in the Gainesville Market.
Some potentially important additional programing events could include: transportation services to and from the Gainesville airport, small business
training seminars, and evening socials.
Place: The Residence Inn-Gainesville is located within a few miles of multiplelarge-scale construction projects as well as in the heart of Gainesville
close by to numerous small and large businesses.
Partnership: We will continue to partner with the local gym but our community partnerships need to expand. Potential partners include:
Partnerships with local business in the surrounding areas. Partners can choose to be included in a “promotional coupon book” a feature that will
come complimentary with every guest check in. Our “promotional coupon book” will be an excellent method of creating added guest satisfaction,
while also using it as a method of generating revenue as a “promotional service” for local business. It is important to create relationships with local
businesses so that the Residence Inn can be knowledgeable of the Gainesville area and recommend places for best dinning, entertainment and
shopping experiences.
Promotion: The Residence Inn must broadcast and promote their services to many different sources and target markets in order to generate high
occupancy rates. We will promote the Residence Inn by increasing our commercials, utilizing social media, promotional advertising in the Gainesville
business magazine, RTS promotional advertising, and networking through the Gainesville Chamber of Commerce in order to generate additional
leads.

 By providing accommodations and unique services tailored to our guests, Marriott Residence Inn will position itself as the top extended stay
property in Gainesville.
 Residence in should focus their marketing efforts on driving growth from the corporate, construction and education market segments, this
will allow Residence Inn to expand their market share locally.
 Modify the Residences Inn national ad catch phrase (“it’s not a room it’s a residence”) to better fit the necessary markets. For example the
Residence Inn slogan for Gainesville’s property could be “It’s not just a room when you’re at Residence Inn, it’s that and more…”
Individual phrases can be directed towards the target markets, such as the ones listed below:
o “It’s a home away from home” (geared toward international students/ educational travelers)
o “It’s a place for relaxation” (geared towards all the market segments)
o “It’s a place where you can work hard, and sleep harder” (geared towards the business traveler/Construction Traveler)
o “It’s not a room, it’s a residence” (general marketing phrase geared toward all guests)
 Each of the catch phrases claims can be supported through the abundant amount of accommodations offered at the Residences Inn.
 These marketing techniques should be used via:
o e-mail blast
o Print ads
o Online marketing (property’s website, Google ad words, social media accounts)
o Cold calling
o WOM
o And most importantly face-to-face sales
 The marketing content needs to represent the services and accommodations that will allow Residence Inn to stand out from the competition.
PositioningApproaches
Plans of brand extension for extended stay guests.
A concentrated strategy is an approach to marketing where a few market segments are chosen from among several and
attention is concentrated on these selected market segments. We want to focus marketing efforts on select target
segments to increase long term stay guests for the Residence Inn.

 Position Residence Inn as the primary extended stay hotel in Gainesville.
 Maintain brand consistency under the Marriott company umbrella.
 Grow the Residence Inn’s extended stay market by at least 8%.
 Raise awareness of the Residence Inn’s product by 10% in target markets.
 Gain a total of 10 new clients through e-mail blast and online marketing.
 Increase social media and traffic and popularity by 15% (Facebook likes, Gshare, and twitter).
 Create a relationship with the University of Florida for housing visiting staff and students, aim to sell at least 10 rooms continuously per
semester to this particular segment.
MarketingObjectives
Results oriented objectives for each target market segment.

Implementation Plan
Activities Plan
Marketing Budget
Control Procedures
Evaluation Procedures

Product:
 Providing guest with efficient transportation, shopping, food services, and tourist activities.
 Being the cornerstone of the medical communities hospitality needs by providing accommodations for medical tourist.
Place:
 Advertising in local hospitals, and partnering hospitals (Orlando Health, Shands Jacksonville)
Promotion:
 Create brochures, use social media marketing
 Use Residence Inn Gainesville personal website to promotespecial services and accommodations.
Packaging & Programming:
 Provide tickets for tourist activities, such as Kanapaha Botanical Gardens, Santa Fe Teaching Zoo for medical tourist that stays for five days
or more.
 Provide in house spa services to help guest that are going through medical treatments relax.
 Also consider offering a Gainesville Country Club non-resident membership for guest that want to take advantage of their golf course and
tennis court.
Partnerships:
 Partner with local medical shuttlecompanies to provide easy transportation to Shands and North Florida Regional.
 Partner with local spa, such as Spa Royale to provide in house spa service.
 Partner with local hospitals and Alachua County Medical Society.
Activities Plan
Specific explanation of tasks required for each target segments’ marketing mixes, including activates, responsibilities
required by Marriot staff, and a general timeframe for implementation.
Medical Tourist Activities Plan

Tasks Plan
Product:
 Promote your hotel as being the cornerstone of the medical community in all of marketing geared toward medical tourist.
 Contact the business that you wish to partner with to work out arrangements that will allow you to provide their services at your hotel.
 Create and send out a proposal letter stating the request for services from local businesses and partnership agreements.
 Work out a deal where you can make commission from sales of services, tickets, and vouchers.
Place:
 Social media
 Magazine print ads
 There are advertising opportunities in House Call, which is the Alachua County Medical Society magazine.
 Hand out flyers to Hospitals
 Shands, NFR, and Orlando Health, Shands Jacksonville
Promotion:
 Create promotional material to send in email blitz and to use for online marketing
 Create magazine flyer
 Set-up programming arrangements with local businesses to ensure that these services (Medical shuttle, Spa, and tourist activities) can be
offered upon customer’s request.
Partnerships
 Establish partnerships with local businesses
 Once partnerships are established, negotiate the terms of joint marketing and promotional efforts

1-3 months
•Set up meetings with all potential partners
•set up all social media accounts
•set up meeting with potentional entertainment partners
•create a LinkedInn Acount for potential Leads - Corprate Contracts
•Set uo pre-wifi servay to further understand target markets.
3-6 months
•Finalize product amenties and features with local partners
•est. a following and evaluate first period results
•formulate and finalie a social media marketing plan/ campaign
•formulate social media preformance measures and ROI
•
6-9 months
•Create promotional material to promote new products and services for medical toursit
9-12 months
•Measure all marketing outlets
•look at previous reports for increased ROI
•evaluate what marketing tactics are working
•Evaluate what marketing tactic needs to be changed or imporoved
12-18 months
•Measure all marketing outlets
•look at previous reports for increased ROI
•evaluate what marketing tactics are working
•Evaluate what marketing tactic needs to be changed or imporoved

Product:
 An extended stay hotel that focuses on providing augmented amenities and services that best fits the needs of business travelers and
construction workers. We seek to make their stay memorable and smooth.
 Providing Business Travelers with transportation services from Gainesville Regional Airport.
 Mobile check in with our Marriott App for fast & efficient check in .
 Streaming in room entertainment, mini bar located in all rooms
 Complimentary Breakfast bar served daily
 Complimentary laundry services
 Free printing and high speed internet access for all gues
Place:
 Promotion through our social media outlets which include: Facebook, instagram, twitter and more.
 using linkedin for possible leads on corporate contracts
 Using a salesforce team to pitch our services to incoming business /construction workers who plan on traveling to Gainesville, FL. as well
as local businesses for meeting space rentals.
Promotion
 Strategic placement of promotional brochures with listing of all complementary services: Gainesville Regional Airport, FLorida Highway
rest stops and more
 Advertisement banner in Gainesville Regional Airport
 Advertising on RTS-That travels to GRA
 one page spread in Gainesville Business magazine
Packaging & Programing
 Contact Local Car rental services for discounted packages and incentive rates
 Contact local business such as the Gainesville VCB, Gainesville Business Magazine, and the sales team for the regional transit system for
possible marketing .
 shuttle that will provide guest with direct transportation of the hotel.
 Provide guest with complimentary laundry service and perm press delivered daily to guest room.*if requested
 Provide Business Travelers with a complimentary ticket to the latest play at the Hippodrome Theater.
Business/Construction Activities Plan

Partnerships
 STRONG RELATIONSHIPS WITH VISIT GAINESVILLE (Gainesville VCB)
 Partnerships with Hertz for possible discounted car rental rates
 Partnership with local gym for special limited time membership rates
 Partnerships with local entertainment locations including the hippodrome theater and local nature tour companies.
 Partnership with Gainesville Regional Airport
 Partnership with business magazines that have high reach for the business / construction target markets.
 Starbucks brewing rights
Tasks Plan
Product
 Set up social media account and follow major business or
 Intend pages and media outlets for generated awareness.
 Create a social media-marketing plan. The plan will include some of the following: recommended times to post, Facebook paid advertising
options, performance measures, post frequency, when/how to interact with consumers and more.
 Contact all possible potential partners to negotiate incentive pricing and packages for hotel guest.
 Contact Starbucks Corporate office for Starbucks license to brew on site.
 Investigate potential leads and formulate a lead sheet for LinkedIn.
Place
 Place promotional brochure along Major FL highways
 Visit all potential partners for face-to-face interactions and possible sales pitch opportunities.
 Regularly attend the Gainesville county commission meetings for updates on upcoming business or changes in the Gainesville Market.
Promotion
 Create a physical and online promotional brochure
 Create an email listing and send out monthly newsletters with updates on Gainesville upcoming: promotions, activities, incentive rate, news
and more pertaining to the business target market
 Create Formula for Promotional advertisement on social media outlets for greatest possible audience reachability.
Packaging and Programing
 Arrange meeting dates and formulate sales pitch to all potential partners.

Timeline

Product:
 A comfortable hotel and residence with the focus on extended-stay guests.
 A valuable and financial option of housing for International Exchange students, International Visiting Scholars and other staff and visitors.
 A full breakfast and dinner will be served and included in the price as well as vouchers to local restaurants and other facilities
 A shuttle service will be provided to and from the University of Florida campus
Place:
 Social media, including Facebook, Instagram, Twitter and other online and print outlets (from both the Residence Inn Gainesville pages as
well as the UF International Center’s pages)
 Promotional photographs and information in the UF International Center office in the Hub as well as on their website
 Advertising Residence Inn as the premier extended-stay hotel in public spaces around Alachua County
Promotion:
 Residence Inn will create promotional items such as pamphlets to be placed around Alachua County as well as in the UF International
Center
 Residence Inn will promote not only to UF International Center but to specific International programs such as IIE (Brazil: International
Institute of Education) and specific departments that bring in guests and scholars
Packaging & Programming
 Residence Inn will include breakfast and dinner included into the price, as well as occasional special events
 Vouchers for local restaurants and facilities will be provided to extended-stay guests
 A shuttle service will run to and from the University of Florida campus
Partnerships
 Make partnerships with the UF International Center, specific International Programs such as IIE and specific departments that bring in
International guests
 Make partnerships with local businesses around the Archer Road area
Tasks Plan
Product:
 To establish Residence Inn as a primary living option for University of Florida students, International students, Scholars and guests.
 To create partnerships with the University of Florida departments and International Center.
Place:
 To design and create promotional materials both online and physical advertisements
 To manage Residence Inn social media outlets
 To work with UF International Center so they would use our promotional material
University of Florida students, VisitingScholars, staff & UF Faculty Activities Plan

Promote:
 To design and create promotional materials both online and physical advertisements
 To find valuable and useful areas to promote throughout Alachua County
 To advertise Residence Inn online in addition to social media outlets
 To contact local businesses and put together a voucher booklet for guests
 To purchase a shuttle and create a consistent schedule to and from the University of Florida campus
 To create an extended-stay experience for UF guests better than one they would receive by staying in dormitories
Partnerships:
 To create and foster partnerships with local vendors, the University of Florida campus and International Center and International exchange
programs.
Timeline
1-2 months
•Set up meetings with UF international center
3-5 months
•Finalize all initial details of product including price, room availability, packaging (i.e. what is included)
6 months
•Set up another meeting with UF international Center and explain further details, create partnership
7-8 months
•Create promotional materials and advertise as the premier extended stay hotel in the area
8-10 months
•Reach out to specific UF departments as well as International Programs such as IIE (Brazil's program)
11
months
•Work with these programs to make reservations and begin housing guests.

Total Budget
Allocated Budget $12,000
Projected Budget $6,000
Marketing Budget
The budget is divided between our target markets with a concentration on the UF connection. The main focus is to
improve relationships and presence with the University through increased brand recognition amongst our contacts and
to increase awareness of the Residence Inn as a lodging option for business and medical travelers as well.

Overall Marketing
Brochures (500) $893.11
Contingency Budget $312.89
Total $1,206
Long Term Business Travelers
Print
IMG $417.50
Visit Gainesville $400
Visit Florida $140
Online
Facebook $100
Miscellaneous
Networking $200
TOTAL $1,257.50
Medical Travelers
Print
IMG $417.50
Survival Guide $339
Visit Florida $140
Online
Facebook $100
Miscellaneous
Networking $200
TOTAL $1,596.50
University of Florida Students/VisitingScholars,
Faculty/Guests
Print
What’s Happening (Gator Map) $400
Visit Florida $140
Online
Facebook $200
Miscellaneous
Networking
Overall marketing
Brohure
$800

Medical Tourist Controls
Results Expected:
1) 15% Increase in market share within the medical tourism market.
2) 8% Increase in medical tourist guests lodging at Residence Inn Marriott.
3) 7% Increase in revenue generated from medical tourist.
4) 10% Increase in guests satisfaction
5) Improvement in services and amenities for medical tourist guests.
Performance Measures on Marketing Expenditures:
1) This information can be obtained through a research company such as Green Book.
2) Benchmark revenue from previous year.
3) Compare total numberof medical tourist guests from previous year to amount after implementing marketing plan.
4) Can be measured through customer surveys.
5) Once the marketing plan has been implemented, services and amenities for medical tourist will improve.
Controls
In order to effectively ensure meeting objectives and goals, desired results and gauges of performance through
measuring metrics are required. Below highlights the results expected and performance measurements of each activity

Business/ConstructionControls
Results Expected:
1. Increased occupancy rate 5%
2. Increase in brand loyalty
3. Increase in returning guest 10%
4. Strong social media presence
5. Increased brand and hotel awareness
1. Using current occupancy rate report to conduct an evaluation / comparison VS. Last year for guest indicating business/ construction as
there reason for travel.
2. Evaluating comments and ratings made by guest on major sites such as trip advisor and Google reviews.
3. Measure and record new guest and record if those new guest came back after an 8-month period.
4. Measure Audience interaction on social media platforms, measure the % increase or decrease on audience following.
5. Conduct a monthlyanalysis on each social media platform to measure audience engagement through comments, likes, clicks ext.
6. Ask Guest to participate in a short survey prior to gaining access to WIFI. The survey will contain 3 short questions that will be updated on
monthly bases for market research on guest satisfaction, guest preferences, guest profile and more.

University of Florida students, VisitingScholars, staff, and UF Faculty Controls
Results Expected:
1) Higher level of extended-stay reservations months in advance
2) Greater relationships with these extended-stay guests due to the packaging and programming of the deal
3) 3 new partnerships with local vendors as well as the University of Florida
4) Greater presence online and on social media - we will be extremely active and responsive.
5) Higher awareness and advertisements throughout the area
6) Contract with International Affairs Office
1) Check central reservation system and measure pre-bookings by month
2) Survey extended stay customers about their stay
3) Maintain monthlymeetings with partners and set meetings far in advance
4) Measure social media traffic through normal measures pertaining to each site
5) Increase advertisements in area (budget has slight increase in advertisement spending)
6) We will measure our success through occupancy rate, guest satisfaction and return rate via International Students per semester.

Objectives Metrics
Grow the Residence Inn’s extended stay market by at least
8%.
Measure sales revenue, percent gross profit, percent change
on ROI
Raise awareness of the Residence Inn’s product by 10% in
target markets.
Measure percent increase in marketing budget that was used
to effectively reach the different target markets
Increase social media and traffic and popularity by 15%
(Facebook likes, Gshare, and twitter).
Measure percent change in Facebook friends, page likes,
Twitter activity, and G share.
Gain a total of 10 new clients through e-mail blast and online
marketing.
Make sure 10 new clients are documented
Create a relationship with the University of Florida for
housing visiting staff and students, aim to sell at least 10
rooms continuously per semester to this particular segment.
Measure amount of rooms sold per semester to this
particular market segment.
Evaluation Procedures
Comparing our objectives with metrics to evaluate to ensure that we properly measure each objective.

Appendix
Works Cited

Marketing Plan 2016 Residence Inn

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