2017 Fiscal Year Guest Survey - Advertisement Results

Survey Duration 12 Months 1 Year(s)

2017 Fiscal Start Date: 7/1/2016 2018 Fiscal Start Date: 7/1/2017
How did you hear about the Resort? (# Guest Results = # of times a Guest Responded with this answer) Resort Seasonality
Word Of Total
M/Year Month Season Magazine Radio Television Internet Mouth Other Surveyed Month Season
2016 JUL JUL High 925 41 1,887 1,239 422 395 4,909 Jan Low
2016 AUG AUG Mid 660 16 965 406 317 26 2,390 Feb Low
2016 SEP SEP Low 694 46 928 681 323 46 2,718 Mar Mid
2016 OCT OCT Low 304 28 646 568 339 79 1,964 Apr Mid
2016 NOV NOV Low 892 46 374 307 266 149 2,034 May Mid
2016 DEC DEC High 1,551 36 247 283 313 138 2,568 Jun High
2017 JAN JAN Low 722 20 837 63 12 12 1,666 Jul High
2017 FEB FEB Low 375 84 819 36 231 79 1,624 Aug Mid
2017 MAR MAR Mid 1,387 113 269 539 315 84 2,707 Sep Low
2017 APR APR Mid 331 50 675 71 149 240 1,516 Oct Low
2017 MAY MAY Mid 1,476 119 196 609 25 21 2,446 Nov Low
2017 JUN JUN High 1,893 14 131 22 358 283 2,701 Dec High
Total 11,210 613 7,974 4,824 3,070 1,552 29,243
Average 934 51 665 402 256 129 2,437
 New Budget Analysis
Today's Date 9/27/2021

Past Year, Monthly Advertising New Monthly Advertising Negotiation for Next Fiscal Year
Cost Past Guest Cost per Guest New New Cost Ads To Amount Consider a Anticipated Guest
Type Per Ad Ads Placed Results Amount Spent Result Budget Per Ad Place to Spend Change? Results
Magazine $ 1,200 3 934 $ 3,600 $ 3.85 $ 4,000 $ 1,300 3 $ 3,900 Decrease? 1,012
Radio $ 300 1 51 $ 300 $ 5.87 $ 300 $ 325 0 $ - Increase? -
Television $ 5,000 1 665 $ 5,000 $ 7.52 $ 12,000 $ 5,500 2 $ 11,000 Decrease? 1,461
Internet $ 1,100 2 402 $ 2,200 $ 5.47 $ 2,200 $ 1,200 1 $ 1,200 Decrease? 219
Totals 7 2052 $ 11,100 $ 22.72 $ 18,500 6 $ 16,100 2,692
Budget +/- $ (2,400) Guest Results +/- (640)
PAST VS. ANTICIPATED MONTHLY GUEST RESULTS
Magazine Radio Television Internet
Type Notes
1,461 Magazine Lowest Cost per Guest Result, yet same number Ads placed.
Radio Budget no longer supports even one Ad.
1,012 Television Budget > than doubled, yet highest Cost per Guest Result.
934
665
Internet Budget not increased thus # Ads stayed the same.

402
219
51 -
Past Adverti sing Amount Spent Compared to #
of Guest Results Experienced
1000 $6,000
900
$5,000
800
700
$4,000
600
500 $3,000
400
$2,000
300
200
$1,000
100
0 $-
Magazine Radio Television Internet

Past Guest Results Amount Spent

 A B C D E F G H I J K L M N
1 Hiring Marketing Consultants Analysis
2
3
4 Retainer Amount $ 125,000
5 Term (Years) 5
6
7 Monthly Loan Payments
8 Down Payment pv arguments
9 $ 10,000 $ 15,000 $ 20,000 $ 25,000 $ 30,000 $ (115,000) $ (110,000) $ (105,000) $ (100,000) $ (95,000)
10 2.0% $ 23,115 $ 22,110 $ 21,105 $ 20,100 $ 19,095
Annual

11 2.5% $ 23,144 $ 22,138 $ 21,131 $ 20,125 $ 19,119

Rate

12 3.0% $ 23,173 $ 22,165 $ 21,158 $ 20,150 $ 19,143

13 3.5% $ 23,202 $ 22,193 $ 21,184 $ 20,175 $ 19,167

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