PR

Campaign
Plan Book.
Prepared by Melany Sanchez
November 2020

Hotel Petalo Blanco

1
Dear Geraldine & team,
It has been a great experience to get to know you and the
Hotel Petalo Blanco team over the past few weeks. Thank
you for taking the time to meet with us and allow us to
get a deeper understanding of you, your company and
your current struggles.

We're excited to share our proposal for your PR

campaign.

Melany Sanchez | Project Manager at Hotel Petalo Blanco

Hotel Petalo Blanco

Hotel Petalo Blanco's mission: The customer is our priority, serving and helping is what we
do. We aim to constantly improve our customer’s experience since comfort is guaranteed.

The business has made significant investments in person relationships thus implementing
their mission. They are looking to expand their online presence to keep their mission alive.
This is something our team can create and we can help the company to navigate.

2
Project Plan
Discovery & Strategy Summary
Hotel Petalo Blanco has made an impact in the industry it has found itself in. Despite its many excelling
qualities their online presence has been lacking and is currently being affected by bad reviews. Reviews that
have gone unaddressed. Our team has come up with a plan that aims to address the company’s online
presence, striving to boost their appearance and further their customer acquisition.

Situation Analysis
Following extensive research our team has been able to deduce that the hotel has a good word of mouth
reputation. Despite that wonderful reputation, there are bad reviews that were posted online and sadly, these
have gone unaddressed. Our team predicts that those bad reviews are steering people away from the hotel
and driving them to the competition. This is shorting the customer acquisition process in an already
competitive industry.

1. The attitudes of consumers online indicate that people look to relieve their frustrations on online
platforms rather than bring the complaints to the hotel itself.

2. In comparison people with good reviews bring them to the hotel itself or choose to not comment at all.

3. We conclude that some of the weakness' of the hotel are their response to the bad reviews and their own
wrongful use of the good reviews that are brought to them.

4. A public relations program is needed because in the digital age more and more of the customer
acquisition strategies, specifically for hotels, are based on reviews. Without a good handle of their online
presence the company will continue to suffer customer loss.

In essence we are bringing to your attention that your company is loosing valuable revenue by ignoring the
online platforms.

Goal 
Our Goal is to improve the online presence that the company has and help them to best utilize the tools that
can be found therein. Thus they can now display the good reputation that the hotel already has.

3
Objectives
 We want to create a connection with the customers engaging with them in the area of reviews. -- A call to
action.

a. Customers will feel like there is a direct connection with the hotel when their reviews are answered.

b. This approach brings the online presence a much-needed, fresh, face that cares.

c. We will evaluate different “voices” and see which one will resound the most with the brand.

 We want to bring awareness to the new online presence that hotel has.  -- Bringing Awareness

a. This will boost booking based on review buying.

b. The hotel could increase its revenue with an easy change.

c. Through surveys we will be able to determine how many people are booking after reading reviews.

Target Audience
Since the Hotels biggest customers are businesspeople the goal is to provide them with a new avenue to let
their  comments be addressed. These people do not have the time to comment as they are on the go. The
platform provides them the time flexibility to comment whenever they want.

We also are looking for the students, that are traveling with cheer and football teams. These kids are often
online and will have access to the review page as well.

Finally, the other demographic that we are looking to address is the international market since the hotel has a
building over international waters.

Target Media
By recognizing that currently people base many of their decisions on the reviews, we will be using these
specific mediums:

 Social media
 Email

 Website/blog
 Partnership with booking companies

Message
The message we want to convey is this; we want our guests to feel heard and appreciated.

We want them to share with us their opinions compliments and complaints. The message is simple:we care.

4
Strategies
The strategy that we are looking to implement is one that engages with the public better, we also have a plan
to reach out to previous guests. Finally, we want to create a way to engage with future customers. The first
thing we need to do a study of the voice that best suits the company according to the public. Once this has
happened all the tactics can be implemented.

Tactics
·       Media relations –

Begin to engage with previous comments to the hotel! Make sure that people get a solution to their
complaints.  

·       Blog –

We want to incorporate what the guest have said in the blog. There will now be a column resembling dear
Annie. This column will engage with complaints, and compliments for the hotel.

·       Social media –

Create accounts where guests can interact with the many activities that the hotel has.  

·       Website –

Have the website include the new column.

·       Search optimization –

We want to engage with future guests. Because we understand that they may get their information from
travel websites we will now partner with one of those websites to post our reviews and have a link that will
lead to our website.

·       Email chain –

Reach out to former guests with a survey.

Measurements / Performance Indicators

If bookings online grow within the two month time we will have successfully improved the online presence of
the company.

5
 The Time Line

⋯
WEEK ONE WEEK SIX
Engage with all the previews reviews! Let’s change the perception!! Evaluate online presence with email questionnaire
WEEK TWO WEEK FIVE
Create the Column and define the voice Email former guests with a survey.
WEEK THREE
Begin to create the social media sites and prepare a few posts to WEEK SEVEN
start with Evaluate social media advance with pols
WEEK FOUR
Engage with travel sites to add the link to your hotel WEEK EIGHT
Evaluate engagement of Blog and website with algorithms

6
 Meet the team
Melany Sanchez
Project Manager

Steven Munoz
Lead Designer

Pricing breakdown
We will be charging based on project/ weekly completion.

S U B T O TA L

Project completion price. $41,500.00

Description Item Quantity Price

Week 1 -3 $15,562.50 1 $15,562.50

Week 4-6 $15,562.50 1 $15,562.50

7
Description Item Quantity Price

Week 7-8 $10,375.00 1 $10,375.00

Total $41,500.00

Ready to get started?

Accept

Who we are
Dan & Sofi Consulting is an
agency based in Colorado.
We help companies by finding possible issues
helping them solve them before they get out of hand!
Our goal is to make your company succeed! What
ever that means.

8
Have questions,
thoughts, or just want to
Get in touch →
chat? We're all ears!