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Situation AnalysisCompany History.........................................................................................................................................................................4Competitive Evaluation.............................................................................................................................................................5Competitive Analysis Chart......................................................................................................................................................7Industry Trends.........................................................................................................................................................................8Trends in tourist experience...................................................................................................................................................9Current Consumer Analysis....................................................................................................................................................10SWOT Analysis...................................................................................................... .....................................................................11

Marketing DirectionMarketing Objectives............................................................................................................... ...............................................13Campaign Rational....................................................................................................................................................................14Target Market...........................................................................................................................................................................15Campaign Target Market Profiles.........................................................................................................................................16

Business / Marketing RecommendationsCreative Brief............................................................................................................................................................................19

Creative Direction....................................................................................................................................................................21

ExecutionPress Kit.....................................................................................................................................................................................24 Gift Bag.......................................................................................................................................................................................26 Event...........................................................................................................................................................................................28Video..................................................................................................................................................................................,.........30Future Recommendations..................................................................................................................................................,.....34

Table of Contents

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Situational Analysis

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Company History

Graduate Athens, set in a historic Athens Iron foundry and 19th century farmhouse, is beyond just another “hotel”. Formerly known as the Foundry Park Inn and Spa, the hotel was acquired in the fall of 2014 by Adventurous Journeys

Capital Partners, a Chicago-based team of hospitality and real estate investors. With several other Graduate Hotel locations across the

country, the Chicago-based team’s specialty is creating college town hotels that embody the youthful, energetic local culture and rich

histories of cities like the Classic City, giving guests the “intellectual feel of returning to the glory days of college.”

Despite the regional corporate acquisition, the physical renovations and re-branding of Graduate Athens, the management team has

remained the same during this transition. While the facility hosts many formal functions such as Greek Life events and Weddings, Graduate Athens also provides a wide range of spaces for business trips and conventions. The hotel is conveniently located near Downtown Athens, allowing guests the benefit of exploring The Classic City. The amenities include a restaurant, music venue, coffee

lounge and spa which provides visitors with more than just a “place to sleep”; the hotel delivers an experience.

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Competitive Evaluation

Graduate Athens stands out amongst all competition with its unique aesthetics and various

amenities. With a restaurant, bar, music venue, and spa, it provides a one stop shop for visitors

while even encompassing Athens’ unique charm. Due to it’s variety of offerings, Graduate Athens

has several direct and indirect competitors.

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Competitive Analysis Chart

Hotel Competitors (Direct) The Hilton Garden Inn Hotel Indigo Holiday Inn Georgia Center

TargetGuests who value

Consistency Higher Income guests and

businesses Guests with low

BudgetsParents of Students and

Alumni

EmphasisTrusted Brand,

ConvenientSustainability,

Chic-minimalist, Boutique Convenient, Affordable,

Good location

UGA events (Graduation, Football

Games)

Products/Business EdgeFamily Friendly Deals, More

expensive rates during football games, Large

Budget to Market

Tailgate packages, Hosts Art Galleries, Madison Bar

and Bistro Business Convention Noto-

riety, Large Budget to Market

Business Convention Noto-riety

Prices $129/night $150/night $81/night $99/night

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Industry Trends

Industry marketing trends have the huge potential to affect a hotel’s success. Personifying the local feel and experience of Athens, Graduate Athens has already recognized and incorporated many

marketing trends to promote the business. Looking at the success of other local spas, concert venues,

wedding venues, coffee shops and hotels it is clear that Graduate Athens has used these trends in

their own unique way. The spa has created a menu that is unique, but also follows the spa trend of a relaxed tranquil environment. The concert venue

offers a wide range of music genres, but also offers a fine dining experience. With so many “chain”

coffee shops in Athens, Graduate Athens offers an authentic, unique, vintage feel.8

Trends in Tourist Experience

Consumers want more than just an accommodating break. Guests want an experience that ties in with the local scene. They want to experience the local cooking, arts and crafts, and music. Graduate Athens offers all of this in an all-inclusive experience.

Graduate Athens brings The Classic City to you.Another important trend to consider is something many refer to as “local rules.”;

this is the idea that along with your amenities should follow your location. Locally sourced products within your hotel, whether it be food, soaps, or coffee, all are

important and hone the feel of your location. Conveniently, another big trend in boutique hotels are radical spas. Hotels are not just here to offer relaxing experiences, but also “soul-enriching” experiences that can change guests lives. Graduate Athens has exactly this; the spa is the perfect place to unwind even further along with the

other luxurious amenities offered here.

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Current Consumer Analysis

The primary customer base consists of those 25 and older, mostly young professionals with expendable incomes. It includes both male and female adults who are educated and value the intellectually-fun atmosphere. This target market values comfort while also seeking luxury and amusement. Current and potential customers consist of non local businessmen and women, bachelorette/ bachelors, parents of UGA students. Graduate

Athens presents a unique atmosphere, and therefore attracts a variety of people across all age groups. The spa attracts women 40 to 60 , while the

coffee shop targets a different age group. The coffee shop, Iron Works Coffee, targets more of a college aged group, ranging 18-25. The bar and

restaurant attract a different crowd, too. The bar targets those looking for a traditional Athens downtown experience, aimed mainly at those 21 to 40.

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S.W.O.T. Strengths Weaknesses

• Full-service spa offering nails, facials, massages, etc.• Popular music venue with indoor and outdoor dining experience,• Multi-use business and social event spaces, including wedding venue,

conference rooms, ballrooms• Coffee Shop, charming aesthetics that attracts visitors and locals• Conveniently located in Downtown Athens• Beautiful, consistent aesthetic, local feel and theme.

• Low awareness levels regarding the brand and its service offerings• Although close to Downtown Athens, the hotel itself is somewhat

obscured due to its location at the back of the downtown area.• Many locals do not know that The Foundry is a fully operating

restaurant and bar • Limited “convenient” parking • Some Online reviews mentioning poor house cleaning

Opportunities Threats

• Expand to event business to include meetings and conventions. • Collaborations with local businesses around Athens (boutiques, food

trucks, fitness studios, restaurants).• Development of a rewards system to motivate return guest bookings

• Competitive landscape (Hotel Indigo, Hilton, The Georgia Center, Holiday Inn),

• Seasonality• Other local Spas• All local Music Venues (Georgia Theater, The 40 watt, Live Wire)• Fine Dining Restaurants ( Last Resort, Big City Bread, Five & Ten)

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Marketing Direction

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Marketing Objectives

Increase brand awareness amongst UGA decision makers and influencers to decrease weekly

vacancy to 25% by August 2017. This can be achieved by creating a campaign launch video, a sponsored event, a press-kit, and increasing

Google search ranks. In addition,in-room promotions will be expanded, with the

consistency of fresh and engaging content.

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Campaign Rational

Graduate Athens has a valuable opportunity to gain potential consumers by reaching the University of Georgia and its numerous departments. There are 50 to 100 job vacancies at any given time, attracting valuable job candidates. This means that each candidate recruited by UGA will need a hotel while they visit Athens. The

candidates however, do not choose their hotel accommodations. Several decision makers influence the details of an interviewee’s itinerary.

While the candidates are considering the job position, it is important to recognize that they are also considering Athens as a place to live. Candidates are hustled around

by each department’s committee in an effort to show them around the city. The Campaign concentrates on alleviating this hurdle by providing “The Spirit of Athens,

One Room at a Time.” Graduate Athens and it’s locally inspired brand will offer interviewees an Athens experience no other hotel can provide.

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Target Market

The potential target market includes all decision makers and influencers of all departments at the University of Georgia, including Department Heads, Deans, Committee Chairs, Human Resources and Administrative Assistants. Among their many roles and responsibilities, they have the job of recruiting valuable candidates and hosting them in Athens while they undergo a rigorous interview process. Their goal is to recruit the best possible employees for the University.

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Campaign Target Market Profiles

Dr.Straugh-Jenson: Dr.Straugh-Jenson has worked as a professor at UGA

for an impressive 15 years. She has expert experience in her field of study and has contributed insurmountable

research with numerous published works. She has a 7 year old daughter who attends Chase Elementary

School. She and her daughter spend weekends visiting local farmer’s markets and enjoy discovering new

places to picnic; they love exploring Athens. When Dr. Straugh-Jenson isn’t going above and beyond for her students and her daughter, she serves on several

department committees including an important role as search committee chair for recruiting the best possible candidates. The search committee works with an HR

representative and together they must plan everything these candidates will see and do during their interview

process. The committee is in charge of taking the candidate to lunch and dinner while they visit.16

Campaign Target Market Profiles

Associate Dean Daniel: As Associate Dean of international and multidisciplinary programs in Franklin College, Dean Daniel serves as the College liaison with all Franklin study abroad programs.

Other duties include interviewing prospective faculty members and handling requests for leaves and Graduate Faculty status; overseeing College level faculty requests for study in a second Discipline, and coordinating the

undergraduate interdisciplinary studies program. He’s held other university positions in renowned schools like The

University of Pennsylvania and Harvard, yet Dean Daniel fell in love with Athens’ rich history and southern charm. Holding a university wide belief that UGA’s faculty is only

as strong as it’s weakest player, Dean Daniel emphasizes the importance of recruiting the most valuable candidates.

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Business/Market ing Recommendations

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Creative BriefClient Name: Graduate Athens

Media/Communication Vehicle

Press-kit Promotional Event

Event InvitesPromotional Video

Key Fact: Graduate Athens offers a unique hotel experience with multiple services including a full service spa, music venue, indoor/outdoor dining experience, ballroom, conference rooms and a coffee shop.

Problem: Graduate Athens’ weekly vacancy is at nearly 55% while competitors often reach 10 -15% weekly vacancy with business related events.

Objective: To increase brand awareness amongst UGA decision makers department heads, and decrease weekly vacancy by 25% by August 2017. This can be achieved by creating a campaign launch video, a sponsored event, anda press-kit. In addition, in room promotions will be expanded, with the consistency of fresh and engaging content.

Target Market: The Decision makers and influencers of all departments at the University of Georgia, including Department Heads, Deans, Committee Chairs and Administrative Assistants. These decision makers maintain and enhance the university’s image by planning, implementing, and evaluating employee relations. Among their many roles and responsibilities is the job of recruiting valuable candidates and hosting them in Athens while they undergo a rigorous interview process. Their goal is to recruit the best possible employees for UGA. 19

Creative Brief

Insight: “Making the interview a positive experience is critical in the recruitment process. I want to go the extra mile to ensure that each candidate’s visit is personal and beneficial. Realizing that these potential candidates would have to relocate, it is important provide a meaningful deciding factor in selling the individual on your organization. The Graduate is the perfect way to convey the vibrant community of Athens.”

Promise: Graduate Athens will provide prospective UGA employees with the “Spirit of Athens”, by showcasing its eclectic vibe and proud southern culture, thus attracting them to accept the job and join the community.

Support:4.1 customer rating Graduate Athens has a diverse range of services that parallel the offerings of Athens as a wholeOffers hotel rooms, spa, restaurant, concert venue, bar, shuttle and event spacesOffers a more personal experience than chain hotelsLocal and Vintage art displayed on the walls

Mandatories: Include website, http://graduateathens.com/, and Graduate Athens logo

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Creative Direction

Graduate Athens would not be the beautiful hotel it is without the vibrant city it resides in, they seamlessly compliment each other. Whether you are just passing through, spending an amazing four years, or settling down; it is one of the most unique and memorable cities that exist. The University

of Georgia and the beloved Bulldogs provide Athens a heart that beats with rich tradition and creates a culture unlike any other. When designing your life and where you want to live, location is

fundamental. Because of the unique culture, Athens has actually become a destination.

The Spirit of Athens Campaign focuses on the fact that when choosing the perfect job, one is also choosing a place to live. The campaign’s target market acknowledges this requirement, spending

countless hours planning the perfect way to host their desired candidate. This consumer need presents Graduate Athens a valuable opportunity in using their Athens-themed brand to help UGA

departments secure candidates. Promotional designs for the campaign are inspired by the warm, vibrant decor found throughout the hotel. In addition, a conceptual “hype” video will provide the

sights, sounds and feel of “The Spirit of Athens, One Room at a Time.” The campaign promises to provide candidates with an aesthetic representation of what it is like to

love Athens. The hotel embodies Athens’ vibrant culture and eclectic history in each room. Through in-room promotions, we are providing added value for our consumers, and will secure a relationship

with them, thus establishing brand loyalty.

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Tactics & Execution

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Press Kit

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Our press kit, which we will provide to UGA decision-makers and influencers, will contain a first page that resembles a print ad. We believe this is important because it captures the essence of our

campaign in a tight package. We chose the bed image. However, we produced

two other pieces that could be used as a first page; these also capture that spirit.

The following pages of the press kit would contain more information about

what Graduate Athens has to offer.

Press Kit

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Gift Bag

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We propose a gift bag to go in the rooms of every prospective employee. This gift basket would include UGA apparel and gifts. In addition, some pieces would be Graudate themed. This bag would

include t-shirts, a mug, a hat, and some snacks.

Gift Bag

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Event

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Event

We propose an event that would be focused on enforcing our brand and image; the party would

be a celebration of Athens. Decisions-makers, such as deans and teachers will be invited, along with other UGA employees who choose to come. Food will be provided by The Foundry, and live music would be provided by a local artist that

encompasses the vibe of Athens, such as Moody.During the party, the “hype-video” will be shown.

This will further strengthen the deep-rooted connection between the “spirit” of Athens and Graduate Athens. Invitations would be mailed

physically in addition to being emailed.

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Video

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Video

Our conceptual video, written, directed, shot and edited by us, is a culmination of everything that this campaign represents. It embodies

the essence of our campaign, and provides a glimpse of how the spirit of Athens is intertwined into Graduate Athens. The video follows a prospective

employee, played by Morgan McMains. As the video starts, the song “Celeste” by Ezra Vine plays with lyrics such as “You’re something out of a

dream.” The video shows her arriving at Graduate Athens, and beginning to type out the story of her time in Athens on a typewriter. The video continues

with a montage of her experiences in the city.

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Images of iconic places in Athens continue on screen

Drone footage will be used.

Action: Exterior Shots of Building. Show Morgan walking in and show

shots of the building.

Morgan gets coffee then sits down at a typewriter.

Action: Morgan types “The Classic City Continues to amaze me..”; Various shots of buildings in Athens

Action: Morga in suite. Morgan turns on a radio and music begins to play.

Video

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Video

Shot of “Redneck Beach” Shot of bulldog and shots of Morgan. Shot of sunset time-lapse and shots of Graduate Athens.

Shots of The UGA Arch and parts of downtown.

Action: Back to shots of Morgan typing. This time, we see here type “I

could call this place home.”

Action: Closing shot of Morgan, then cup of coffee that has “Graduate

Athens” super-imposed on it. Fades to black as logo remains on screen. 33

Future Recommendations

• Increase use of social media: Through increased use of social media, Graduate Athens can expand brand awareness to attract new consumers. Additionally, with contextual and behavioral ads within various social media platforms, relational marketing can be implemented. Consistent aesthetic is crucial to increase brand recognition and loyalty. With social media’s cost efficiency, it will in turn decrease marketing costs.

• Managing online reviews (Yelp and EWOM): Managing Graduate Athens online presence directly correlates with buyer behavior. The key to handling these situations is to create a policy to respond to negative reviews, appropriately, personally and timely.

• Increasing search engine optimization: SEO is the best way to capture relevant traffic from search engines. On a consistent basis, it is vital to ensure optimized title tags, meta tags and distribute links pointing back to Graduate Athens to increase search engine rankings.

• Increase partnerships: Increasing partnerships with other businesses in Athens will generate brand awareness and offer more opportunities for events, collaborations, and hotel bookings.

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