2012 FIS Marketing Plan

Report
FAIRFIELD INN & SUITES
2012 MARKETING PLAN
2012 FAIRFIELD INN & SUITES
POSITIONING
CORE MESSAGE
TARGET
 Facing Intense Competitive Pressure: Hampton and HIX lead the moderate tier segment on Product,
Service, and Value, while FIS is in the middle of the pack.
 Strengthening product to improve performance: With launch of enhanced Gen 4 product, FIS has
opportunity to drive distribution, increase awareness and improve consumer preference.
Travel with Confidence – FIS provides everything you need and the respect and courtesy you
deserve.
NORTH AMERICA
OVERVIEW
“Fueling Productive Stays”
“The Resourceful Achiever” – Frequent business travelers (FBTs) who strive to live efficiently
and lead productive lives on the road. They overcome travel inconveniences to consistently
deliver a job well done.
DISTRIBUTION
North America:
BUDGET
North America:
670+
Pipeline:
130+
$10.0M placeholder
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2012 FAIRFIELD INN & SUITES
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CORE MESSAGE
TARGET
Intense Competitive Pressure: In the moderate tier, FIS distribution is in 5th position trailing more than 1000
units behind Hampton, HIX and Comfort Inn and 120 units behind La Quinta; putting FIS at a disadvantage in
awareness and marketing spend. Hampton, HIX and Comfort outspend FIS by 4-5X in marketing /advertising.
Hampton and HIX lead the segment on product, service and value while FIS is in the middle of the pack.
Aging Product Pulling Down Performance: Aging FIS hotels (Gen 1 &2) represent over 30% of the FIS brand
and negatively impact overall performance.
Strengthening product to improve performance: Launch of new Gen 4 (Perspectives) product design
expected to drive distribution, increase awareness, shift business mix and improve brand preference.
“Fueling Productive Stays”
Key Proof Points:
 Design & Ample work space– Modern and refreshing decor. Comfortable workspace that allows the hotel to
become an extension of the work place.
 Value- Provide free WiFi/Internet and complimentary breakfast.
 Courteous efficient staff/service – Understand the needs of business travelers and there to assist when needed.
Primary: “The Resourceful Achiever” –FBTs who strive to live simply and lead productive lives on the road. They
overcome travel inconveniences to consistently deliver a job well done.
Demographics
 75% male
 69% married
 43years old is mean age
 $122k mean HH income
 80% college+ educated
 87% Caucasian
 64% are Suburbanites
Psychographics
 Lead productive lives on the road and at home, however, they also seek overall
balance in life.
 When on business travel tend to be more work focused. Less apt to focus on play.
 31% say they will always live simply no matter their income vs. 23% for CY.
 Travel by air (mostly coach) and dine at casual restaurants.
 Less adventurous than other FBTs and not swayed by fads.
Secondary Target: PT: Freebird Couples (Even mix of males and females, ages 55-74, married, no children in the
KEY COMPETITORS
household.)
Hampton: maintains strong, consistent performance despite their size (1800+ hotels, 1000+ owners)
HIX: IHG re-branding efforts of HI/HIX make HIX an even bigger threat to FIS.
Comfort Inn/Suites: distribution leader in moderate tier, continuing prune and plant strategy and introduced
consultative QA which might be contributing to improved preference.
3
La Quinta: leads FIS in distribution(805 vs. 666 FIS), preference and awareness.
NORTH AMERICA
KEY DRIVERS
OBJECTIVES
STRATEGIES
Solidify FIS position in the
moderate tier by driving B/T
consideration and bookings
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Elevate perceptions of the
brand.
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Drive consideration among
profitable personal travel
target, Freebird Couples
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Refine and grow segment
marketing efforts to drive
small group business
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2012 FAIRFIELD INN & SUITES
Continue to build an emotional connection with
business travelers by expanding “Let’s Get it
Done” campaign into new media channels.
Continue targeting Marriott Rewards members
by leveraging high impact MR channels.
Continue to leverage CFRST small business
marketing efforts.
“Act Big” through innovative PR and marketing
programs that demonstrate how FIS is evolving:
 Showcase the brand’s rich heritage and
future outlook via evolution to the new Gen 4
design and décor.
 Develop a 25th Anniversary celebration.
 Develop program highlighting halo
properties in order to generate buzz and lift
perception of the total portfolio.
METRICS
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Continue College Tours program leveraging PR,
social media, property level activation and
sweepstakes.
Continue to leverage portfolio leisure segment
marketing efforts.
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Develop and refine partnerships with amateur
sports, weddings, and F&B programs.
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Statistically significant lifts in
break-through, branding and in
key message communication,
likeability and consideration via
Dynamic Logic.
Bookings/Revenue
Incremental revenue
Measure lift in consideration and
perception via brand tracker
Media impressions.
Unique Monthly Visitors
Customer engagement
(measures TBD) via social media
and other channels
NORTH AMERICA
MACRO BUSINESS OBJECTIVE:
Solidify Fairfield’s position within the moderate tier by
increasing intent to recommend from 39% to 45% by 2015
Statistically significant lifts in
awareness and consideration.
Media impressions.
Unique Monthly Visitors
Sweepstakes entries
Customer engagement
(measures TBD) via social media
Measure lift in consideration and
trip share via brand tracker
4
Incremental room nights and
2012 FAIRFIELD INN & SUITES
PROGRAM/ACTIVITY
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Ecommerce
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Mobile
M.com
Paid Search
Performance Display
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Public Relations
Mobile – create consumer validated mobile experiences and
advertising campaigns to differentiate FIS within the larger
portfolio mobile initiative. Test performance mobile display.
M.com – Add video tour to FI.com.
Paid Search – Drive B/T and L/T bookings. Expand mobile PPC
presence. Activate/test new paid opportunities, where possible.
Performance Display – test acquisition campaigns focused on inmarket travelers; leverage site-wide retargeting campaigns
 Develop multi-city tour featuring build out of Gen 4 (Perspectives)
design/décor. Communicate rich heritage of the brand and the
evolution to new “Perspectives” design.
 Develop 25th Anniversary celebration activation with consumer
and MI associate facing elements.
 Highlight halo properties with property level activations/events.
Form story around a FIS “Collection” of signature properties with
distinctive design reflecting local color.
 Continue College Tours program leveraging PR, social media,
property level activation and sweepstakes.
METRICS
 Mobile – bookings/revenue and
engagement
 M.com - site bookings/revenue
and engagement
 Paid Search – bookings/revenue
 Performance Display –
bookings/revenue
 Media impressions.
 Unique Monthly Visitors
 Customer engagement (measures
TBD) via social media and other
channels
Sponsorships
 Develop new FIS partnership for Amateur sports (i.e. US Youth
Soccer)
 Statistically significant lifts in
awareness and consideration.
 Incremental revenue
Promotions
 Continue Marriott Rewards Bonus Points Promotion.
 Leverage promotional opportunities with AmEx OPEN/small
business program
 Incremental weekday revenue
 Develop renovation tools reflecting Perspectives design.
 Update collateral on Brandworks to reflect new tagline and
messaging.
 Support development of marketing elements for tool similar to CY
Mad About Market Share to drive RevPAR index improvement.
 Incremental revenue
 Brandworks utilization
 Usage of “Mad About Market
Share Tool.”
Field Marketing/
Sales Support
NORTH AMERICA
CHANNEL/
ACCOUNTABILITY
5
2012 FAIRFIELD INN & SUITES
Digital, Print &
Social Media
PROGRAM/ACTIVITY
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Develop additional creative to support a more fully integrated
campaign. Consider adding print and OOH to the “Let’s Get it
Done” campaign.
Fully leverage Facebook presence to support all program
efforts.
Continue to leverage CFRST segment marketing efforts (Small
Business, Leisure).
Leverage Marriott Rewards Connect application for social
media and mobile
Leverage Marriott Rewards Insiders and explore developing
Brand Loyalist community and/or FIS affinity group off of the
Insiders community
METRICS
 Statistically significant lifts in
break-through, branding and in
key message communication,
likeability and consideration via
Dynamic Logic.
 Customer engagement (measures
TBD) via social media and other
channels
NORTH AMERICA
CHANNEL/
ACCOUNTABILITY
6

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