HOSP 3075 JWU New Marketing Communication for W Hotel New York Paper

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hosp 3075

Johnson & Wales University

HOSP

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the hotel need to be the W hotel in New York time square

New Marketing Communications

  • Please select and describe the target market that you will focus on in this section. Include reasons why you chose this market with supporting materials such as statistics, charts, graphs, or interview quotes. Do you want business from this target market year-round, during peak season, or during slow season? Please identify the target market. Is it meeting business, accommodations, or both, or other (golf, tennis, athletic club, etc)?
  • Create three new marketing communications methods, as described below, for the chosen hotel and market. These methods should reflect and round out the brand’s Integrated Marketing Communications (IMC) strategy. 
  • Your Choice: Design another marketing communication method for your brand. Identify the type (advertising, sales promotion, or one of the others). Describe it in detail, and explain why your idea is a strong addition to the company’s IMC and how it will build brand equity. Also explain what your brand resonance goal is for the target market.
  • Experience Marketing: Design an experience marketing campaign for your market (review Chapter 5 for ideas). Describe it in detail. Also explain what your brand resonance goal is for the target market (Chapter 3).
  • Secondary Brand Association: Design a new secondary brand association (Review Chapter 7 for ideas). I’m not giving you a budget limit, so be bold! Describe it in detail, and explain how you will communicate the association to your customers. Also explain what your brand resonance goal is.


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HOSP3075 Hotel Strategic Marketing & Brand Management Week 9 Assignment Marketing Communications Strategy Project This project builds on your previous work in the Brand Analysis papers. As an employee of the hotel brand, the Director of Marketing has assigned you the task of developing new marketing communications for a target market at a specific hotel for the upcoming year. Please choose an existing hotel in the brand and a market that the hotel pursues, based on your research. To ensure sufficient information is available, please select a hotel located in the United States for this assignment. This project has two parts: a paper and a presentation. This document includes guidelines for both parts of the project. Part 1: Paper Please follow the specific instructions below. Use the subject headings below as your headings, but do not copy and paste the instructions. Do not number sections, use sub headings instead. Use MLA format, including in-text citations. Existing Marketing Communications 1. Please provide a description of the hotel and area that you have chosen. The description should include, but is not limited to: • physical address • website address • social media platforms • key industries and major area corporations or employers • transportation centers • tourist attractions, special events, and local history 2. Describe all of the different marketing communications methods that this hotel currently uses. For each method, provide details and examples, and identify the type (advertising, direct response, sales promotion, online marketing, event/experience marketing, mobile marketing). New Marketing Communications 3. Please select and describe the target market that you will focus on in this section. Include reasons why you chose this market with supporting materials such as statistics, charts, graphs, or interview quotes. Do you want business from this target market year-round, during peak season, or during slow season? Please identify the target market. Is it meeting business, accommodations, or both, or other (golf, tennis, athletic club, etc)? 4. Create three new marketing communications methods, as described below, for the chosen hotel and market. These methods should reflect and round out the brand’s Integrated Marketing Communications (IMC) strategy. a. Experience Marketing: Design an experience marketing campaign for your market (review Chapter 5 for ideas). Describe it in detail. Also explain what your brand resonance goal is for the target market (Chapter 3). Developed by Prof. Katie Davin 1 HOSP3075 Hotel Strategic Marketing & Brand Management Week 9 Assignment b. Secondary Brand Association: Design a new secondary brand association (Review Chapter 7 for ideas). I’m not giving you a budget limit, so be bold! Describe it in detail, and explain how you will communicate the association to your customers. Also explain what your brand resonance goal is. 5. Your Choice: Design another marketing communication method for your brand. Identify the type (advertising, sales promotion, or one of the others). Describe it in detail, and explain why your idea is a strong addition to the company’s IMC and how it will build brand equity. Also explain what your brand resonance goal is for the target market. Works Cited Please use MLA format for your Works Cited page. For every work cited citation there needs to be corresponding in-text citations throughout your paper. Part 2: Presentation For the second part of the project, you will create a presentation that introduces and describes your brand to your classmates. Your presentation should draw on specific parts of your three written papers about the brand (the two Brand Analysis Papers and the Marketing Communications Strategy Paper). Assume that the class knows little or nothing about the brand (even if a classmate is presenting on the same brand). Your presentation should be 4 to 8 minutes in length. Use PowerPoint or another presentation software to provide visual aids. Your presentation should include at least 5 slides but no more than 12 slides. Please dress in business casual or business attire for your presentation. Components Your presentation should include the following: • • • • Brand Description. Give a brief description of the brand, including the brand position, main target market(s), and geographic location of the properties. Existing Marketing Communications. Describe two of the marketing communications methods that the brand currently uses and identify the type for each one. New Marketing Communications. Describe two of the new marketing communications ideas that you created for your Marketing Communications Strategy Paper. For each one, identify the type and target market. Brand Future. What is your opinion about the brand’s future? Support your opinion with research from your SWOT analysis (but please don’t present your entire SWOT). Developed by Prof. Katie Davin 2 HOSP3075 TERM PROJECTW HOTELS CHEN HSUAN LEE W HOTELS HISTORY • First W built in New York in 1998 • In 2016, Marriott International acquires Starwood Inn • There are 57 W operate in 25 countries. Mostly in North America NEW YORK TIME SQUARE W HOTEL • Location: Time Square • 57 floors, 466 rooms, 43 suites and 7 meeting rooms • Tourist attractions: Time Square, Empire State Building, and 5th avenue • Transportation: subway, bus, and taxi • High popularity- many visitors BRAND DESCRIPTION LUXURY COMBINE WITH LEISURE MODERN AND FASHION DESIGN PRICE: $300-$400 PER NIGHT FAMOUS FOR ITS NIGHT CLUB TARGET: LUXURY AND YOUNGER GENERATION EXISTING MARKETING COMMUNICATIONS • Online advertising (website) • Social media(Instagram, twitter, Facebook) • Promotion (Expedia Hotels.com ) Events and Experiences- Combine nightlife with the celebrity (invite famous DJ for the permanent DJ in the club) NEW MARKETING COMMUNICATIONS Mobile marketing- invest on SEO (Search Engine Optimization) and build the good image on the TripAdvisor, Google comment, etc. target as young generation and millennials BRAND FUTURE • Keep the target market on the younger generation (Strength of the high quality and luxury service -focus on increasing the loyalty program for customer and give a luxury lifestyle) • More young people are willing to travel • Increase the quality of the brand website (most prefer to book their vacations online) • Focus on the Asia market
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sorry, use this one,,,

Running Head: NEW MARKETING COMMUNICATION FOR W HOTEL NEW YORK

New Marketing Communication for W Hotel New York
Student’s Name

Professor

Course

Date

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NEW MARKETING COMMUNICATION FOR W HOTEL NEW YORK

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New Marketing Communication for W Hotel New York

W Hotel New York City has 57 floors, 466 rooms, 43 suites and 7 meeting rooms. The
Hotel is located in the Empire State Building in Fifth Avenue’s Time Square, New York City.
The hotel serves corporate events as well as family and individual accommodation. The hotel has
a state of the art facility with impressive space, dining halls, and conference rooms. The main
clients for the hotel are tourists. The organization requires improving its market through proper
targeting in its marketing efforts. Some of the marketing strategies that can work include the
experience and event marketing, brand association, and enhancement of digital marketing efforts.

Target Market

The target market for W Hotel Time Square, New York, begins from the ages of 23 and
above. Although the hotel facility has some features which are meant for use by children,
children lack the bargaining power essential to make them a target as the facility is somehow
costly (Williams, 2006). Moreover, it is an unethical practice, and illegal in some states and
nations, to target children in marketing. The ages between 18-50 is a viable target as most people
start gaining financial stability at such ages. In the year 2018, New York received an excess of
34% of all tourists within this age bracket (Statista, 2019). Moreover, at this age, people may be
in romantic relationships and going up, most couples or individuals may be having children
accompany them to the hotel facility. As a result, they might need a very spacious facility for
accommodation and good tables for dining which can accommodate at least more than one
person which the W Hotel offers to its clients. Clearly, the second criterion is, hereby, targeting
couples and families. The target market is both corporate events as the facility has a meeting

NEW MARKETING COMMUNICATION FOR W HOTEL NEW YORK

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space; and accommodation, as the hotel also offers luxurious and spacious accommodation to
visitors (Williams, 2006).

Appendix 1: Graph showing the percentage of Tourists who visited New York City by age...


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