Marketing 1010

Summer 2021
Ashley Cox
Final project

Bla ck Rock Re sort

Chief Operations Officer – Elmer Damian Mejia
Chief Human Resources Officer - Group
Chief Information Officer – Isaak Lorton
Chief Marketing Officer – Raili Brush
M I S S I O N & VI S I O N S TAT E M E N T
OUR VISION

The ideology of our vision is to pursue excellence

and innovation to uphold the prestige we have
amongst our clients, associates and our local
communities.

OUR MISSION

To always provide outstanding

customer service through the warmth
feeling of hospitality, with integrity,
teamwork, leadership and
empowerment.


 I n t er n al Cust o m er
Experi en ce St rat egy
Here at Black Rock Resort we value our internal customers. We want
everyone to come to work and feel as though they are with their
second family. Some Practices we have here are:

Learning Opportunities- We believe learning is a constant in life, we

offer reimbursements for courses taken at the local university
pertaining to your career path here at Black Rock.

Weekly group activities- During working hours for everyone to get to

know each other and bond on different levels

Monthly Surveys- We want your feedback! We want to know how we

can help make this a better experience for you

Clear Expectations and Weekly Schedules- Everyone will have access

to this so we are all on the same page

Everyone here is valued and your hard work does not go

unrecognized. We will hold raffles to win nights at the resort,
vacations and cash prizes for our internal customers to show our
deep appreciation for each and every one of you!
 Ext ern al Cust om er
Experi en ce St rat egy
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 CRM
S t rat eg y
CIO
TECHN OLOG Y
S T R AT E G Y
CIO
 As a brand utilizing social media, it is important to have a solid understanding

RESPON SI BI LI TY STRATEG Y
of how it can be utilized to promote our company. It is crucial that we are
targeting the correct audience, engaging with said audience, sharing quality
content and defining our goals for marketing on social media.
Selecting a social media platform shouldn’t be selected based on what is most

CORPORATE SOCI A L popular now. Finding age demographics, understanding the type of content
you plan on sharing and knowing how customers are accessing social media is
the starting point for selecting a platform. Using these rules of thumb is how
we selected YouTube, Facebook, Twitter and Instagram. Twitter alone has
millions of investors and financial journalists. This gives us a way of reaching
people and corporations in ways that we couldn’t if we stuck to conventional
ways. Using multiple platforms allows us to reach a wider variety of
consumers, in fact, most consumers use two or more social media platforms
each day.  
Living in the era of communication is important to know what type of content
is most helpful for current customers and prospective customers. The content
shared must constitute interest or there will be no value in the post. By
creating visually engaging posts, videos and other content we will use less
text so that consumers do not just scroll by, rather, they will stop and engage.
Sharing things that engage consumers and spark interest can be done by
posting upcoming events in or around the hotel, offering exclusive deals, and
giving customers a way to directly contact the company with questions,
concerns, suggestions or complaints.
Attainable goals for social media can include closing more deals, grow clients,
increase revenue, etc. By laying these goals out, we can focus on the bigger
picture.



S O C I A L M E DI A
S T R AT E G Y
With technology being at the forefront of
innovation, marketing strategies using social
media platforms are more important than
ever. To optimize customer engagement
online we have selected three social media
platforms to focus on: YouTube, Facebook
and Instagram. On these platforms we will
market our loyalty program, offer discounts
that are only available to followers, and
show our hotel and its offered amenities.
1. Identify Goals

What is our purpose of being on social media?
Create SMART goals to ensure growth
2. Create a Calendar

Have yearly and monthly content calendars to
map out deals, amenities and other things to
highlight
3. Select Platforms

Engaging with current clients and gaining the
exposure to gain new clients is important and
therefore we have selected specific platforms to
help us achieve this goal.
4. Create local content

By sharing local events, restaurants and things to
do, we are creating vital relationships within our
community in addition to enticing clients to come
stay with us.
5. Analyze Data

Using analytics with ensure we are on track with
our goals and will help guide us to the content
our followers engage with the most.
 L O YA LT Y P R O G R A M
Suitable for all categories Suitable for all categories Suitable for all categories Suitable for all categories
business and business and business and business and

STEPS 01 STEPS 02 STEPS 03 STEPS 04

 TWO-DAY CS TRA I N I N G A G EN DA
Day 1. 
1. Orientation   Day 2
It is very important to have the new hires learn about our company’s culture and guidelines, it is a good opportunity All new hires should be in their assigned department with their
to get to know each other and set expectations. team lead.
1.1 Getting to know each other.  • Shadowing an experienced employee, Housekeeping with
• Names and fun facts around the class. housekeeping and maintenance with maintenance, the same
1.2 Who we are and brand story with banquets and event managers. 
• This will be an opportunity to explain how the company was founded, our Mission, Values and what sets us apart 

from other hotels. They can be proud to be ambassadors of our company name.
1.3 Meeting with HR Admin.  1. Shadowing 101
• HR Admin will handout and collect any paperwork • Shadowing with the more experienced employees is important
• Explain Benefits & Company Practices Given to Our Internal Customers for the new hires to learn in action the procedures of their
• HR will explain the employee resources and set the expectations while reviewing the staff guidelines, dress code role,  it will also be a good opportunity to break the ice among
policy, do’s and don’ts, etc. employees and build trust, they will also learn how to react in
2. Employee handbook difficult circumstances 
Our new hires will be given access to the employee handbook orientation, the handbook will be comprehensive and 2. Manager Coaching 
be prepared with instructions of every role so that they can learn the dynamics of different roles. Thus, cross- The manager as a coach will help to create a workplace in which
training will prepare them to assist in other roles when we see ourselves short staffed. the new hires see managers as coaches who observe
2.1 HR will have the employee handbook ready on print and other formats for easy access, including the following: their  performance to help them improve, rather than critical,
• Having paper copies available in the back office at each location unapproachable bosses.
• Emailing a digital version of the handbook to all existing employees • Time to discuss shifts and attendance policy.
• Keeping digital copies on a dedicated drive (Google, Dropbox, etc.) • Review skills 
• Notifying employees of the handbooks’ accessibility through the company’s digital communication channels. 3. Courses and Training 
3. Using Technology in our hotel. • Time allowed for new hires to review and acknowledge business
Technology is an important part of the hospitality industry, and as such all employees need to be trained in the use of policies
the software and equipment available in our hotel. • Complete Payroll information
• Using the employee ID to clock in and clock out from work. • Complete trainings and review future trainings 
• Using touchpad tools like tablets and smartphones 

• Accessing the business system to review room availability for cleaning and tasks
• How to review available resources and put purchases orders
4. Lunch on the company’s budget.
• This will be a good time to tell them about historical events, enjoy the restaurant food and chef’s specialties.
5. Tour 
• A Manager will lead a tour around the building’s facilities, lobby, restaurants, back doors, rooms, maintenance room
areas and housekeeping department, management offices and HR. 
6. Memorable pictures of day 1 and dismiss. 
• Time for HR to help new hires with remaining documents if necessary. 


 G e t i n To u c h W i t h U s

hello@blackrockresort.com

123 Parleys Boulevard, www.blackrockresort.com

Salt Lake City, UT
801-123-4567