Media Relations Strategy



0-43306900Executive SummaryThe Mayton Inn is a new, local business in the vibrant and historic downtown Cary, North Carolina. It is the only luxury boutique hotel in the area but often competes with national hotel chains like Embassy Suites or other local boutique hotels like the Carolina Inn and the Durham Hotel. The Mayton Inn has already grabbed the attention of baby boomers and area locals. However, the Mayton Inn would like to capture national attention of millennials and engaged couples. It is important for the Mayton Inn to gain the attention of millennials because this audience is overtaking baby boomers as the largest generation and in spending power in the United States. The hotel needs to gain the attention of engaged couples not only because many are a part of the millennial generation, but also because the Mayton Inn does not host as many wedding as their competition.The Mayton Inn can gain the attention of millennials by promoting their eco-friendly and environmentally safe practices, as well as, hosting unique events and sponsoring content that shows downtown Cary as the new hotspot to visit. The organization can appeal to engaged couples by branding it as the perfect place for an intimate wedding or for romance. Some barriers to success for the Mayton Inn are unwilling partnerships and increased competition from local competitors. Armed with the right strategies and tactics, the Mayton Inn can gain attention from millennials and engaged couples. The cost of executing this plan is $3,170, which includes sponsored social media content, special guest appearances, event costs and more. The plan will take place from June 2018-November 2018. If this plan is executed as directed, the Mayton Inn will have gained the attention of millennials and engaged couples.Audit/ResearchThe Mayton Inn, located in the Raleigh/Durham area in North Carolina, is downtown Cary’s first and only luxury boutique hotel. Since the owners, Deanna and Colin Crossman, opened the hotel in January 2016, the Mayton Inn has maintained its promise to provide comfortable accommodations while emphasizing the charm of the local area. The Mayton Inn is not the first project for Deanna and Colin. The couple owns the King’s Daughters Inn in Durham, North Carolina and is looking to expand to Las Vegas, Nevada. The hotel features art deco and Georgian inspiration, and it is a 15-minute drive from Research Triangle Park and Raleigh-Durham International Airport. Priding itself on boutique luxury and urban elegance, the Mayton Inn has a total of 45 rooms unique: 33 rooms, 11 suites, and a cottage, the Waldo Rood House. Every room in the hotel is different; no two rooms have the same theme. Additionally, the unique cottage that is located on the property can be used for business travelers or as a bridal suite. The hotel features a library, a bar and restaurant, four meeting/event spaces, a gym, and a spa. For the Mayton Inn, engaged couples are their specialty. Since the hotel does not have the same amount of space as traditional hotels, the Mayton Inn markets the space an intimate experience. Engaged couples are able to rent out the entire inn and have their wedding and reception at the hotel. Additionally, the hotel does well among audiences in the 35- to 50-age range. Downtown Cary is changing and trying to attract younger audiences and the Mayton Inn needs to be ahead of this trend.Industry + EnvironmentThe hotel industry is expanding and seeing a rise of a niche segment, boutique hotels. Trends suggest that consumers are starting to consider boutique hotels more than traditional hotels due to the one-of-a-kind quality of service guests receive. Many of these consumers are younger audiences who are looking for something unique, but they still want the safety that traditional hotels provide. As a result, boutique hotels are proving to be steep competition for traditional hotels, especially when broken down into luxury segments. According to the Highland Group, luxury boutique hotels brought in $86,000 in revenue while U.S luxury hotels brought in $88,000 in revenue (The Highland Group, 2017). As a result of the rise in popularity in boutique hotels, larger hotel operators have acquired or have started to roll out their own boutique hotels. 3657600121920000The downtown Cary area has seen a major redevelopment in recent years and the area is expected to continue to grow. According to reports, Raleigh’s suburb, Cary, has seen a “1.79 percent increase in the last 12 months” (Benitez, 2018). However, downtown Raleigh and downtown Durham are currently the places to be. The area is home to many high-profile college sports teams, such as NC State University, UNC-Chapel Hill, and Duke University. These areas feature an assortment of activities that includes entertainment and nightlife. As a result of the variety of activities available, these two hubs attract a great deal of attention both locally and nationally. This seemingly creates a disconnect between the downtown Cary area and the audiences the Mayton Inn needs to attract to be competitive. CompetitionThe top competitors for the Mayton Inn are Embassy Suites in Cary, the Carolina Inn, and the Durham Hotel. The Embassy Suites competes for business travelers while the Carolina Inn competes for bridal traffic. The Embassy Suites is not characterized as luxurious, but the hotel does carry credibility at a higher level than the Mayton Inn. On the other hand, the Carolina Inn has a long history of hosting weddings. The hotel has wedding planning staff and impressive room for a wedding or reception at any size. The Carolina Inn also speaks to the same couples that the Mayton Inn needs to attract, ones who are looking for something classic and timeless. The hotel hosts an annual wedding showcase and really utilizes its location to attract engaged couples. The Durham Hotel dominates the downtown Durham area and national media. The hotel has been featured in GQ, Vogue, Elle, the Washington Post, the New York Times, and more. Many articles that feature the Durham Hotel mention Durham being a hot spot and positions the Durham Hotel as iconic. Despite the Mayton Inn hiring a public relations agency to handle its national communications, the hotel has not seen the widespread success and national recognition like the Durham Hotel.Social Media + Website AnalyticsThe Mayton Inn has almost 3,000 likes on Facebook, 600 followers on Twitter, and approximately 1,500 followers on Instagram. The hotel does well when it comes to hosting events, garnering moderate success with RSVP responses on Facebook. Additionally, the Mayton Inn does well with website searches, resulting in it being the highest-ranking source of website traffic. However, the hotel only has a domain authority of 35 out of 100. Domain authority is a ranking system that determines how popular a website is. The Mayton Inn can improve its ranking by garnering more backlinks from high-ranked websites.Current Media Relations StrategyThe Mayton Inn does not have an official media relations strategy. The public relations agency that the hotel hired to handle its national communications has failed to establish the Mayton Inn in high-profile publications, especially online. This could be due to the lack of organization in effectively pitching to organizations. However, the hotel heavily focuses on events for promotion, such as Thanksgiving and Christmas dinners, Yoga on the Terrace, and Family-style Fridays. Even though these events garner moderate success, they tend to bring in more local traffic than national traffic. Therefore, many national audiences may not be aware of what the hotel has to offer. ReputationThe Mayton Inn is well-received by its guests and the local community. Guests find the hotel and the local area charming and fresh. Downtown Cary is smaller compared to major cities in North Carolina, therefore, the Mayton Inn has become a local gem. However, the local area is blooming with entertainment and nightlife with an independent art house theater, a coffee shop, a brand new park, and a local beer garden. Despite ranking high in search results for boutique hotels in Raleigh, the Mayton Inn struggles with national recognition.Situation AnalysisWhere the Mayton Inn is:The Mayton Inn is currently a destination for an intimate gathering. However, it also sports fun local activities and a Great Gatsby feeling. The hotel fits perfectly with the historic yet modern feeling of the downtown Cary area and provides a high-quality and unique experience for its guests. Nonetheless, outside of the hotel’s surroundings, not many people know about this gorgeous property and the local area.Where the Mayton Inn would like to go:The Mayton Inn would like to become known in the national media and use the local area to be seen as the place to be. The hotel wants to be able to utilize their brand as their credibility like larger hotel operators, such as Hilton or Marriott. Although the Mayton Inn is independently owned, the hotel would like to utilize the success of its owners to improve its national recognition. GoalTo increase national publicity surrounding the Mayton Inn and position the Mayton Inn as the go-to place to stay in the Cary, North Carolina area.ObjectivesIncrease earned media by 20 percent by the end of August 2018 to communicate the Mayton Inn as the perfect place to stay in the summer. Increase Millennial interactions on the Mayton Inn’s social media by 25 percent by the end of November 2018Increase earned media in bridal publications by 15 percent by the end of November 2018.Target AudiencesThe two target audiences for the Mayton Inn are millennials and engaged couples. These two audiences were chosen because the Mayton Inn has been unable to successfully connect with them. It is important for the Mayton Inn to connect with these audiences because millennials are the biggest generation and are about to overtake baby boomers as the largest generation in the United States. The Mayton Inn needs to connect with engaged couples because they do not host as many weddings as they would like to. These target audiences will help achieve the objectives listed above.Key Public 1: Millennials For the purposes of this strategy, the Mayton Inn needs to target millennials who are avid leisure travelers and millennials who care about sustainability. This target audience comes from a variety of backgrounds and economic statuses. Additionally, members of this key public cares about social issues and are extremely active on social media. Typically, millennials are very much in favor of change and are expected to shake up the boutique hotel industry. Demographics:People that were born between 1981-2000 (Howe & Strauss, 2003) 43 percent of millennials are not white (Patel, 2015) 25 percent of millennials speak a language other than English at home (Patel, 2015)Psychographics:Grade point averages are rising (Howe & Strauss, 2003) Average income in the U.S. is $35,000 (Elkins, 2015)Average income for millennial women in the U.S. is $31,069 (Elkins, 2015) Motivating Self-Interests:Consider success to be sampling a rich array of life experiences; including culture, travel, innovation, sustainability, and the environment (Millennial Marketing, n.d.)Want travel to align with mobile and social media (Gavel International, 2017)Want new experience that they can brag about ?(Gavel International, 2017)Select travel based on if it is earth-friendly (Gavel International, 2017)Want luxury to be a part of their travel experience ??(Gavel International, 2017)Influencers:Parents, friends (Howe & Strauss, 2003) Preferred Media:Prefer to be reached through their devices like smartphones or tablets (Economy, 2015) 85 percent of millennials own smartphones (Patel, 2015) Use online communication whenever possible (Riot, 2017) Target millennials on social media (Sterling, 2014)96 percent of female millennials are smartphone users (EMarketer, 2014) 90 percent of female millennials are active on social networks (EMarketer, 2014) Objectives They Will Accomplish:They will help accomplish objectives 1 and 2.Key Public 2: Engaged CouplesFor the purposes of this media relations strategy, engaged couples are actively looking for a wedding venue or somewhere that exudes romance. Engaged couples are typically getting married older than former generations and really value financial stability. Members of this target audience typically have a bachelor’s degree and sometimes even additional graduate degrees or certificates. Engaged couples look for a space that is going to match what they want for their special day and they are not afraid to put in a bit more money to have their vision met.Demographics:Average age of bride is 28 years old (Marketwired, 2014)Average age of groom is 29 years old (Marketwired, 2014)Prime ages for getting married is 25-34 (Fry, 2014)Mostly the college educated are getting married (Fry, 2014)Psychographics:Brides are savvy, budget conscious, and somewhat entitled (Hurd, 2015)Same-Sex marriage is legal (Hurd, 2015)Grooms are more involved in the wedding planning (Hurd, 2015)Longer Engagements (Marketwired, 2014)May already have kids together (Marketwired, 2014)Average Cost of Receptions is $12, 343, which is 43 percent of the budget (Marketwired, 2014)Average length of engagement is 14.7 months (Marketwired, 2014)15 percent of weddings are in May (becoming the biggest month to get married) (Marketwired, 2014)Motivating Self-Interests:Important to be able to have personalized wedding (Marketwired, 2014)Many couples are paying for their own weddings (Marketwired, 2014)Affordable wedding (Hurd, 2015)Influencers:Parents, friends (Howe & Strauss, 2003)Preferred Media:75 percent of brides used social media to connect with brands while wedding planning (Marketwired, 2014)67 percent of brides use Pinterest, it is the most used social media platform for wedding planning (Marketwired, 2014)Objectives They Will Accomplish:They will help accomplish objectives 1 and 3.Key MessagesMillennialsPrimary Message: Feel like you’re helping the environment as you book a stay at the Mayton Inn.Secondary: The Mayton Inn has a rainwater cistern that reduces the hotel’s water needs.Secondary: Each room at the Mayton Inn has an energy management system.Primary Message: Leisure travelers need to book a room at the Mayton Inn and experience the newest and hottest spot in downtown Cary.Secondary: Downtown Cary has tons of nightlife activities that is perfect for local fun.Secondary: The Mayton Inn always has events that unique and exciting.Engaged CouplesPrimary Message: Pop champagne and experience romance at the Mayton Inn. Secondary: Couples can enjoy all of the intimate spaces and events at the Mayton Inn. Secondary: The Mayton Inn provides a romance package for wedding anniversaries, honeymoon’s, and special occasions.Primary Message: Engaged couples in search of an intimate wedding ceremony and reception should look no further as the Mayton Inn is the perfect place to book their special day. Secondary: Engaged couples can book all 45 rooms at the Mayton Inn for their special day. Secondary: Because of the size of the event spaces, the Mayton Inn offers an intimate experience.Strategy Roadmap Strategies & TacticsKey Public: MillennialsStrategy 1: Position the Mayton Inn as a luxury hotel that is earth-friendly and environmentally friendly.Tactic 1 What: Create a weekly Instagram story about how the Mayton Inn works to be eco-friendly. (Objective 2)Tactic 2What: Publish and Promote a Facebook campaign that targets millennials that like to travel that positions the Mayton Inn as a place to stay that is earth-friendly and environmentally-friendly. (Objective 2)Tactic 3What: Pitch a story to Why Wait to See the World, an online travel magazine for millennials, about how the Mayton Inn works to be eco-friendly. (Objective 1)Strategy 2: Frame the Mayton Inn as the must-stay boutique hotel by leveraging the hotel’s space and nightlife in the downtown Cary area.Tactic 1What: Create a sponsored post for Vogue on how downtown Cary is the newest hot spot in North Carolina. (Objective 1)Tactic 2What: Host a Great Gatsby themed escape room at the Mayton Inn and promote the event via social media. (Objective 2)Tactic 3What: Host a pop-up meet-and-greet with recent bachelor contestant and local celebrity, Jenna Cooper. (Objective 2)Key Public: Engaged CouplesStrategy 1: Establish the Mayton Inn as an intimate and affordable place to hold weddings.Tactic 1 What: Pitch a story to Intimate Weddings Blog about having an intimate wedding at the Mayton Inn. (Objective 3)Tactic 2What: Host a weekly live chat on Facebook about having your wedding at the Mayton Inn. Be able to present innovative ideas, give a behind the scenes look or answer questions. (Objective 2)Tactic 3What: Pitch a story to Wedding Style Magazine, according to Cision it has a monthly readership of 400,000, which is high for a bridal magazine, about Mayton Inn and how it is a intimate wedding destination. (Objective 3)Strategy 2: Position the Mayton Inn as the perfect place for romance.Tactic 1 What: For a limited time, engaged couples can pay for a one-night stay at the Mayton Inn by completing the conjoined twin challenge. (Objective 2)Tactic 2What: Invite Town & Country Weddings to the Mayton Inn to write about a lucky couple’s wedding day. (Objective 3)Tactic 3What: Send a press release to the Knot Magazine to inform them of the Mayton Inn’s bridal open house. (Objective 3)TimelineResources (including budget)Success MetricsObjectiveMetrics & Evaluation ToolsIncrease earned media by 20 percent by the end of August 2018 to communicate the Mayton Inn as the perfect place to stay in the summer.Conduct baseline measurements at the beginning of the media relations strategy.Using website analytics, record inbound traffic stats from website referrals.Setup a Google Alert for the “Mayton Inn” at the beginning of media relations strategy. Record the number of articles generated about the Mayton Inn and the general sentiment of the article(s).Compose all information in monthly evaluation document to monitor success.Increase Millennial interactions on the Mayton Inn’s social media by 25 percent by the end of November 2018.Conduct baseline measurements at the beginning of the media relations strategy.Gather monthly social sentiment about the Mayton Inn and draw insights.Record weekly Instagram stats, especially impressions, reach, and demographics. Record monthly Twitter mentions and follower count.Record monthly Facebook reach, follower count, engagement, and page views.Setup a Google Alert for the “Mayton Inn” at the beginning of media relations strategy. Record the number of articles generated about the Mayton Inn and the general sentiment of the article(s).Compose all information in monthly evaluation document to monitor success.Increase earned media in bridal publications by 15 percent by the end of November 2018.Conduct baseline measurements at the beginning of the media relations strategy.Using website analytics, record inbound traffic stats from website referrals.Setup a Google Alert for the “Mayton Inn” at the beginning of media relations strategy. Record the number of articles generated about the Mayton Inn and the general sentiment of the article(s).Compose all information in monthly evaluation document to monitor success.*The Mayton Inn should compose a full report at the end of the campaign.ConclusionThe Mayton Inn sets itself apart from other hotels in the industry. Being in competition with other hotels in North Carolina such as Embassy Suites, the Carolina Inn, and the Durham Hotel, the Mayton Inn must position itself as the ideal place to say in the Cary area to more than just local travelers.This strategic media relations plan has outlined, in great detail, information and steps to appeal to millennials and engaged couples. This plan is not to inform the Mayton Inn’s media team of how to change characteristics of the hotel that makes it unique, but will instead provide a clear and concise plan of the direction in which the hotel needs to move forward in order to adapt to the changes in its surroundings from a communications standpoint. Over the course of five months and with a fairly reasonable budget, the Mayton Inn can maintain its current reputation in its local area for being the luxurious and intimate choice of stay for engaged couples, but stay current with the trends of the city by attracting more guests who fit into the millennial-aged generation.?The absence of a media relations strategy can mean that the Mayton Inn has missed the opportunity to engage and attract consumers, especially millennials and engaged couples, at the national level, rather than limiting itself to the local area. If this strategy is followed correctly, the Mayton Inn has the opportunity to become widely known across the nation and pull in more national traffic. ReferencesBenitez, G. (2018, February 18). Mayor: 2018 will be one of the most transformative periods in Carys history. Retrieved from , P. (2015, September 24). 9 Powerful Tips for Communicating Better With Millennials. Retrieved from Elkins, K. (2015, April 07). Here's how much money millennials are earning in each state. Retrieved from EMarketer. (2014, September 11). How to Reach US Female Millennials-It's Not Easy. Retrieved from , R. (2014, February 06). New census data show more Americans are tying the knot, but mostly it's the college-educated. Retrieved from International. (2017, May 02). 9 Travel Experiences that Motivate Millennials. Retrieved from Highland Group. The Boutique Hotel Report 2017. Retrieved from , N., & Strauss, W. (2003). Millennials Go to College: Characteristics of the Millennial Generation. Retrieved from k2008AADVResources/Characteristics%20of%20the%20Millenial%20Generation.pdf Hurd, S. (2015, September 01). The Changing Face of Wedding Demographics. Retrieved from . (2014, July 10). BRIDES Reveals Trends of Engaged American Couples With American Wedding Study. Retrieved from Marketing. (n.d.). The Bucket List: What Motivates Millennials? Retrieved from , S. (2015, May 18). 3 Essential Tips for Marketing to Millennials. Retrieved from Riot. (2017, February 21). Mind The Gap! Bridge the Gap Between Baby Boomers and Millennials in the Workplace. Retrieved from Sterling, G. (2014, July 15). Survey: Best Way To Reach Millennials Is On Social Media. Retrieved from ................
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