Imc Plan 1 - Compressed

James Madison University Fall Semester 2023
Professor Canessa Collins
WAYNESBORO
BED & BREAKFAST
“YOU DESERVE THIS”
MKTG 384: Integrated Marketing Communications
2024 Calendar Year
Nicholas Bogan, Abby Cooke, Kristin Gettier, Ashley Miller, Paige Morris, Sam Tankard
Table of Contents
Agency Philosophy........................................................................................... pg. 3
Meet the Team..................................................................................................... pg. 4
Brand Board............................................................................................................ pg. 5
Executive Summary...................................................................................pg. 6 - 7
Industry Review......................................................................................... pg. 8 - 11
Company Description..........................................................................pg. 12 - 16
Competitive Review............................................................................. pg. 17 - 19
Buyer Analysis......................................................................................... pg. 20 - 21
Primary Research............................................................................................. pg. 22
Promotional program situation analysis ..............................pg. 23 - 24
Segmentation, Targeting, Positioning.............................................. pg. 25
Marketing Goals................................................................................................ pg. 26
Campaign Theme............................................................................................ pg. 27
Communication Goals and Strategies............................................. pg. 28
Creative Brief........................................................................................... pg. 29 - 30
Media Plan: Traditional Advertising......................................... pg. 31 - 38
Media Plan: Digital Advertising................................................... pg. 39 - 47
Media Plan: Social Media Marketing...................................... pg. 48 - 53
Media Plan: Support Media........................................................... pg. 54 - 59
Media Plan: Sales Promotions................................................... pg. 60 - 66
Media Flow Chart............................................................................................ pg. 67
Budget Breakdown............................................................................ pg. 68 - 69
Measurement and Evaluation..................................................... pg. 70 - 76
Conclusion............................................................................................................ pg. 77
Appendices............................................................................................... pg. 78 - 89
References................................................................................................. pg. 90 - 91
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Agency Philosophy
Slogan:
For all your marketing
needs
Mission Statement
“We strive to creatively connect businesses with their target
audiences, driving success through innovative advertising
and marketing strategies. We are dedicated to delivering
results-oriented campaigns that inspire growth, build brands,
and leave a lasting impact on our clients and their
customers.”
Standards & Beliefs

We believe in putting the customer first and helping them
achieve whatever their marketing goals may be. We strive to
uphold transparency and equality within our relationships
while delivering high quality work.
Competitive Advantage
We are a client-focused agency with a commitment to their
success and growth. Marsol works with the client to
seamlessly integrate thoughtfully developed campaigns with
their current marketing programs. The attention to detail and
in depth work to evaluate current programs and build off of
them makes us stand out.
3
Meet the Team
Nicholas Bogan
I am a senior year marketing major with a concentration in European
business from my semester broad in Spring of 2023. I am in the
fraternity Lambda Chi Alpha and also part of the fraternity's
philanthropy committee. I hope to receive a concentration in digital
marketing and a bachelor's degree in business marketing.
Abby Cooke
I am a third-year transfer student pursuing a marketing degree at JMU.
I plan on using my skills as a photographer and small business owner
combined with my studies to start my career in Europe. I will be
concentrating in digital marketing and have a concentration in
European business from my semester abroad in Antwerp.
Kristin Gettier
I am a senior marketing major with a concentration in professional
sales here at JMU. Aside from my education, I am a part of Greek Life
on campus and in the sorority Alpha Phi where I hold a position as the
Director of Primary Recruitment. After college, I hope to pursue a
career in the health care or medical device sales industry.
Paige Morris
I am a senior marketing major with a digital marketing concentration and
minor in computer information systems at James Madison University. I am
a member of the Alpha Phi sorority and held an executive position as the
Vice President of Finance and Housing. After graduation I would like to
pursue a career in digital marketing.
Ashley Miller
I am a senior marketing major with a concentration in Digital Marketing
here at JMU. Aside from my education, I am a part of Greek Life on
campus, in the sorority Zeta Tau Alpha and I am the Marketing and PR
chair for my chapter. I am a JMU Athletics marketing intern and help
support all athletic programs across campus.
Sam Tankard
I am a senior business marketing major with a concentration in digital
marketing and European business as I studied in Belgium in the spring of
2023. I am a member of the fraternity Kappa Delta Rho and used to be the
recruitment chair. After college, I would like to find a job working with
different cultures from around the world because I love to travel and meet
new people.
4
CIDER HOUSE LOGO THE BOWMAN HOUSE LOGO HERITAGE HILL LOGO
COLOR PALETTE
#FDFAF0 #DBC096 #AABF99 #9E7B71 #884C42
FONTS ELEMENTS
Bebas Neue
SUNBORN
Raleway
PHOTOGRAPHY
5
Executive summary
Introduction
MARSOL Marketing Solutions is prepared to deliver an extensive and in-depth marketing strategy
tailored for Cider House, The Bowman House, and Heritage Hill Bed and Breakfast. The plan will
consist of communication goals and objectives that drive to increase bookings for the 2024 calendar
year. Advertising tactics including traditional advertising, digital marketing, social media marketing,
support media, and sales promotion will be used to help promote the companies.
Targeted Audience
Primary: Young Couples between the ages of 25 - 34 Time Period
from Northern Virginia and DMV January 1, 2024 -
Secondary: Solo travelers who enjoy outdoor December 31, 2024
activities from Northern Virginia and DMV
Communication Objectives
Increase the percentage of consumers that are couples aged 25 to 34 and singles aged 25 to 34
who are aware of Cider House, Heritage Hill, and Bowman House Bed and Breakfasts by 15% by
December 2024 with the use of support media and social media.
Increase interest of consumers in the target market of couples aged 25 to 34 and singles aged
25 to 34 who have an interest in traveling and appreciation of historic charm by 15% by
December 2024 with the use of social media.
Increase the desire of consumers who are couples aged 25 to 34 and singles aged 25 to 34 who
have the desire to book a room at Bowman House, Heritage Hill, and Cider House Bed and
Breakfasts by 10% during December, January, and February by using traditional advertising.
Increase the number of reservations at Bowman House, Heritage Hill, and Cider House Bed and
Breakfasts by 5% during December, January, and February through digital marketing.
Increase the number of repeat customers during 2024 by 10% for Bowman House, Heritage
Hill, and Cider House Bed and Breakfasts by using Sales promotion.
Campaign Marketing Goal

Increase the number of room nights sold by 20% from January 1, 2024 to December 31, 2024
Campaign Theme Budget

“You deserve this” $25,000
6
Executive summary
Summary of Research:
Our strategic recommendations for Cider House, Heritage Hill, and The Bowman House
Bed and Breakfasts are rooted in a thorough research process. By looking into the
preferences of our target audience, analyzing the competition, and viewing online
presence and customer feedback, we've uncovered pivotal insights. These findings have
not only identified unique selling propositions and areas for differentiation but also paved
the way for a well-rounded marketing mix. Our proposed integration of sales promotions,
social media marketing, traditional advertising, support media, and digital marketing is
tailored to harness the strengths and mitigate challenges unique to each establishment.
In essence, our recommendations are not only informed but strategically aligned to
propel success in the competitive world of hospitality.
Summary of Media Plan:

The media plan will consist of traditional advertising, digital marketing, social media
marketing, support media, and sales promotion. Traditional advertising will consist of the
use of a short radio commercial, a full-page magazine ad, and brochures. Digital
marketing leverages SEO, Text SMS, Bulk emails, Google ads, and a unified website as a
central hub for all three bed and breakfasts. Harnessing the popularity of social media,
we'll employ boosted posts and carousel ads on Facebook, as well as sponsored posts
and story ads on Instagram. Support media initiatives include custom calendars, thank-
you cards, mugs, lawn signs, and transit ads. To incentivize bookings, we'll implement a
sales promotion strategy, distributing coupons for added value.
Evaluation Program
The evaluation program for this plan assesses the impact of strategies implemented for
Cider House, Heritage Hill, and The Bowman House Bed and Breakfasts. Employing a
comprehensive approach, key performance indicators across various channels, such as
website analytics, social media engagement metrics, and booking data, will be
meticulously analyzed. Customer feedback and reviews play a crucial role in this
assessment, offering valuable insights into guest experiences. Ongoing monitoring and
analysis ensure a dynamic framework, allowing for data-driven adjustments in real time.
This approach aims to maintain the alignment of IMC strategies with the evolving needs
and preferences of the target audience.
7
Industry Review
Description of Industry
A Bed and Breakfasts reach a niche market and typically have anywhere from 2-40
rooms with an average of 8 rooms. The rooms in the home are usually shared or private
and are located onsite with the owner that will provide the services. In addition to a stay,
most include daily breakfast while some may continue to provide snacks and drinks
throughout the day. Other complimentary services include free Wi-Fi and concierge
services.
Size & Growth

The majority of the market share ~ 49.7% or $1.4 billion is the property website. The
secondary part of the market share is from online travel agencies ~ 24.1% or $697.2
million. Following closely to online travel agencies is direct bookings at 24% and $694.3
million. The final part of the market share is through a travel agency, consuming
approximately 2.2% or $63.6 million. The industry has had high revenue growth from
2018-2023 and is predicted to continue to have high revenue growth up until 2028.
Current Trends & Development

What other lodging operations compete with B&B’s?
How are leisure and business travel patterns changing?
What factors motivate a guest to select a B&B?
What pricing practices are most effective?
Macro-environment Factors & Issues

Increased consumer spending opens an opportunity for the industry because this allows
for higher visits to Bed and Breakfasts. Additionally, more US residents are traveling now
than in past years which also increases the likelihood of staying in a Bed and Breakfast.
The consumer confidence shows that when consumers are confident in their financial
stability nearing the future, they are more likely to take a trip that could involve staying
in a Bed and Breakfast as well. A potential threat to the Bed and Breakfast Industry is a
decrease in leisure and sports time. Over the years, there has been a decrease in leisure
time which includes traveling that could pose a threat to the industry.
Demographics Retirees and price-conscious millennials

Economic
The industry experienced increased interest in stays until the COVID-19 pandemic.
During the pandemic, performance was hindered due to the beating the economy was
facing at the time, like many similar industries. Following the pandemic, the improving
economic conditions has allowed an increase once again in the industry due to people
beginning to travel more frequently while also being budget friendly. In 2023 alone, the
industry has experienced an 11.5% growth.
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Industry Review
Technological
Technology is used in this industry because most owners have their own website where
customers can review and book their stays while also many use SEO to generate their
home when customers are looking for places to stay in the area.
Political
Bed and Breakfasts are privately owned, therefore, there is not government or
political interference.
Legal
In the Bed and Breakfast industry, there is no formal registration required unless
provided by the law. Furthermore, the private-host agreement exempts bed and
breakfast establishments from federal and state-civil laws that govern admission and
service of the people.
Social
The social environment around BnBs has been negatively changing with the emergence
of AirBnB. AirBnBs’ are nothing like the traditional term BnB because one has customer
service and one does not. As the terminology is changing each year, people are
forgetting the difference between the two and even the benefits of traditional BnBs.
Cultural
In this a key aspect that defines the culture is that guests will stay and receive
complimentary breakfasts in the morning along with other features/amenities. Within
the culture it is important that the owners have a good sense of hospitality and
customer service skills to ensure guests are comfortable and enjoy their stay.
Environmental
Climate change is a general concern for some Bed and Breakfasts that are known for
their scenic surroundings and natural environment. This isn’t seen as much in the United
States, but more so international bed and breakfasts, like in Taiwan. There can be some
implications if climate change begins to affect the environment that some bed and
breakfasts are known for.
Key Factors for Understanding the Setting

Market Research and Understanding- continuous monitoring of clients needs and
satisfaction levels to stay informed in the market
Ability to adapt quickly to changing technology- to be successful in any industry it
is important to be able to adapt to changing technology, especially in this industry.
There are always new and improved ways to make reservations and confirmations,
so it is important owners are following and adjusting to these changes.
Attractive Product Presentation- Bed and breakfast must have attractive attributes
that will compel people to stay and encourage guests to return or recommend to
friends. Providing a clean, safe, and secure environment is essential in this industry.
9
Industry Review
The Industry Review chart offers a comprehensive snapshot of the Bed and
Breakfast Industry's performance over the specified time frame of 2010 to 2028.
The chart provides insights into both the annual revenue (depicted by the solid
blue line) and the corresponding percentage change in revenue (illustrated by
the red dotted line). The y-axis, representing revenue, is scaled in billions,
offering a clear indication of the financial magnitude of the Bed and Breakfast
Industry. Meanwhile, the x-axis represents the years from 2010 to 2028,
providing a temporal context for the observed trends. The solid blue line tracing
the annual revenue trajectory depicts the financial health of the industry.
Notably, there was a dip in revenue in 2020 due to the economic downturn.
However, the positive trend beyond 2020 indicates a recovery and upward
trajectory in the industry's revenue. The red dotted line reflects the percentage
change in revenue on an annual basis. The dip in 2020, mirrored by both the
blue and red lines, suggests a temporary setback, most likely influenced by
external factors such as global events. Looking ahead, the inclusion of a '5-year
outlook' promises additional valuable insights into the anticipated trajectory of
the Bed and Breakfast Industry. While the red line begins to dip the rising trend
in the blue line post-2020 signifies an optimistic outlook, hinting at a resurgence
and potential growth in the years to come.
10
Industry Review
This bar graph charts the dynamic market size of the Bed and Breakfast
and Hostel Industry over the span of the past decade. The y-axis, in billions
of dollars, offers a clear representation of the industry's financial standing.
Meanwhile, the x-axis represents the progression of time, capturing the
market size by year from 2012 to 2022. The bars showcase the annual
market size, providing a visual narrative of the industry's fluctuations. In
2012, the market size commenced at 2.31 billion dollars, steadily increasing
over the subsequent years, reaching a peak in 2018 at 2.71 billion dollars.
However, a dip in market size was observable in 2019, followed by a more
significant decrease in 2020, where the industry's valuation declined to 2.01
billion dollars. This notable dip could be attributed to various factors, such
as external economic challenges or global events impacting the travel and
hospitality sectors. In the subsequent year, 2021, there is a partial recovery
as the market size rebounds to 2.23 billion dollars. This rebound suggests a
degree of resilience within the industry, adapting to the changing
landscape. The graph concludes in 2022 with the market size stabilizing at
2.55 billion dollars.
https://www.statista.com/statistics/1174136/bed-and-breakfast-and-hostel-market-size-us/
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Company description
Cider House Bed & Breakfast
The Cider House is a historic home located in Waynesboro, VA. The house was built in 1790
and is placed on a 17 acre lot. The bed and breakfast has 3 bedrooms guests can book out
where they can opt for special packages upon booking offered by the owner. In addition to
the large lot, the home has an orchard with ciders and a variety of animals on site. The
owner offers excellent hospitality services serving complimentary breakfasts using locally
sourced produce every morning while also providing coffee, tea, and pastries throughout
the day. The historic home itself has a modern dynamic on the inside while also maintaining
its antique nature.
Target Markets: 16 and older, no pets

Current Marketing Mix
Product- Offers their home and personal services for guests to stay
Place- Waynesboro, VA
Price- Approximately $149-$199 per night depending on selected room (taxes and fees not
included)
Promotion- Cider House offers special packages to add to your bookings upon checkout.
Each package is an additional fee, offered to enhance your stay. Options include a fruit
basket, cheese plate, romance package, celebration package, and picnic package.
SWOT Analysis
S-Personalized services and special packages that Airbnb's and hotels don’t offer in the
comfort of a home.
W- Waynesboro, VA
O- Increase advertisements through direct marketing and social media.
T- Airbnb, Hotels, and lodging facilities
Brand Review
At Cider House, an unwavering dedication to customer-centric service creates an
unforgettable stay, while their emphasis on competitive pricing establishes it as a prime
destination for those in search of both quality and cost-effectiveness in a bed and
breakfast experience.
Positioning
Cider House has positioned itself as a getaway that is on the countryside with loads of
onsite and offsite activities . Affordability and comfort are important as well
Key Benefits
The Cider House sits on 17 acres of land and has an extensive apple orchard that allows
guests to come and pick apples and have freshly brewed cider during their stay. The
property also has a variety of animals onsite, making it a great attribute for guests with
kids.
12
Company description
Heritage Hill Bed & Breakfast
Heritage Hill Bed and Breakfast is a historic home located in Waynesboro, VA. The bed and
breakfast started in 2021 and has 3 bedrooms guests can book out. The historic home
mixes with southern luxurious charm and gives its guest a comforting stay. Located not far
from nearby attractions, the owner also offers complimentary breakfasts and other services
along with special packages when booking. In the near future, the owner plans to open up
the bed and breakfast as a wedding venue to attract more business.
Target Markets: age 10 and up

Product- Offers their home and personal services for guests to stay
Price- Approximately $200/night (taxes and fees not included)
Promotion- Heritage Hill offers special packages that include Celebration packages if
indicated during the booking process.
SWOT Analysis
S- Personalized services that Airbnb's and hotels don’t offer in the comfort of a home.
W- Awareness of these Bed and Breakfasts places is limited due to only being available to
book through website and not much social media presence.
O- Increase advertisements through direct marketing and social media, as well as
optimizing organic search engine results to increase awareness.
Brand Review
Experience the epitome of southern charm infused with a luxury feel at Heritage Hill Bed
and Breakfast. Distinguished by its exceptional hospitality and premium amenities, this
establishment surpasses its competitors, ensuring that every guest’s stay is not merely an
accommodation, but a memorable experience.
Positioning
Heritage Hill’s positioning strategy is based on several pivotal factors, prominently its
hospitality services as the most important factor, as well as the array of services
provided and its offerings in terms of affordability for the desired markets.
Key Benefits
IIn the upcoming years, Heritage Hill owners plan to offer their home as wedding venue.
By doing so, this will expand their reach of new customers and increase awareness.
13
Company description
The Bowman House
The Bowman House Bed and Breakfast is a historic home located in Waynesboro. The
historic home just recently opened for business in 2022 and offers four bedrooms for
guests to stay in. The owners recently bought this home in retirement as it has always
been a dream of theirs to buy a historic home and turn it into a bed and breakfast. Like
all other bed and breakfasts, the hosts provide a comforting stay with complimentary
breakfasts and other services to their guests to ensure they enjoy their stay. This bed
and breakfast in particular attracts many hikers, and they offer additional services to
cater to these guests.
Target Markets: age 10 and up

Product- Offers their home and personal services to guests
Price- Ranges from $80 - $275 per month depending on room (taxes and fees not included)
Promotion- The Bowman House does not currently offer any special packages, but they do
offer extra services such as complimentary laundry to guests since most of their guests are
Hikers coming to stay in the area.
SWOT Analysis
S- Personalized services that Airbnbs and hotels don’t offer in the comfort of a home.
W- Awareness of these Bed and Breakfasts places is limited due to only being available
to book through website and not much social media presence.
O- Increase advertisements through direct marketing and social media.
Brand Review
The Bowman House excels in prioritizing customer satisfaction with its personalized
service, ensuring a memorable experience. Additionally, its commitment to affordability
makes it a standout choice for those seeking both quality and value in their BnB stay.
Positioning
The Bowman House has positioned itself in a category that is known for luxury at an
affordable price.
Specific Benefits
The Bowman House accommodates to hikers on the Appalachian trail by doing their
laundry to set them out with clean clothes.
14
Company description
Perceptual Map
For the perceptual maps, the variables used were the amount of
amenities/services offered, the price, and level of hospitality customers/guests
received. These variables were chosen because of their importance in the
customer's decision-making process as they are likely the top attributes
customers look for when evaluating whether to stay in a bed-and-breakfast,
Airbnb/VRBO, or hotel.
Key Benefits
Home-cooked meals
Comforting small town feel/environment
Great customer service
Meeting other travelers
Relaxing home away from home
15
Company description
The image above is a map of Waynesboro, VA. Listed on the map are pinpoints of
the three bed and breakfasts and their proximity from each other. Cider House is
approximately a 6 minute drive from Heritage Hill and a 10 minute drive from The
Bowman House. Additionally, Heritage Hill and The Bowman House are a 7
minute drive from each other.
The image above shows the amenities that are offered by BnBs in the United
States. There are plenty BnBs but they do not all offer the same thing which is
why it is important for Heritage Hill, Cider House, and Bowman House to diversify
and have plenty of options for their guests.
16
Competitive Review
Direct Competitors
Other local bed and breakfasts, Belle Hearth Bed and Breakfast, Iris Inn & Cabins,
Grey Pine Lodge
Indirect Competitors
Hotels in Waynesboro, such as Wingate, Residence Inn, Best Western, and Comfort
Inn. These specific hotels were selected as indirect competitors because they offer
lodging services as well as breakfast services in a similar price range.
Description of the competitor and products/services it

offers:
Belle Hearth Bed & Breakfast: B&B in Waynesboro Virginia. Victorian-style house
with a wrap-around porch. Some services it offers with a stay include free Breakfast,
outdoor pool, and massages.
Iris Inn & Cabins: It is a Bed & Breakfast that has more than one house. Opened the
main building in 1991 and has expanded more cabins since.
Grey Pine Lodge: Is a boutique motel located in Waynesboro, VA. The property sits
on a little over 33 acres with hiking trials onsite. This motel offers comforting stay
with outdoor amenities, trails, and is pet friendly
Wingate: Offers balance of comfort, convenience, affordability, but most factors vary
from location to location. Have comfortable accommodations, free internet, rewards
program, 24-hour front desk, etc.
Residence Inn: Marriott hotel offers rooms to stay in overnight
Best Western: International hotel chain that includes accessible fitness centers,
swimming pools, meeting/event spaces, etc.
Comfort Inn: International and under “Choice Inn category,” mid-priced and offer
services that try to please customers.
Growth
Belle Hearth Bed & Breakfast: N/A
Iris Inn & Cabins: Has grown and developed since 1991. They have added more
cabins overtime
Grey Pine Lodge: N/A
Wingate: N/A
Residence Inn: 27.87% growth rate for Marriott as of June 2023
Best Western
Comfort Inn: increased 31.11% to a staggering 1.4B from 2021 to 2022
17
Competitive Review
Promotion Program Mix
Belle Hearth Bed & Breakfast: maintaining informative websites using social media
and making partnerships.
Iris Inn & Cabins: maintaining an informative website engaging in social media
marketing and forming partnerships with local tourism boards.
Wingate: online advertising and partnerships with travel booking platforms.
Residence Inn: Combination of online and offline advertising channels, leveraging
digital platforms like social media, search engine marketing and email campaigns to
reach a wide audience.
Best Western: comprises of online advertising, search engine optimization, and
partnerships with major travel websites to reach a global audience.
Comfort Inn: uses online advertising and search engine optimization to target
travelers seeking a comfortable and convenient lodging option
Grey Pine Lodge: Up to date website with information all about the motel, its
amenities, and availability. Uses social media platforms such as Instagram and
Facebook to increase awareness.
Message and Media Strategies

Belle Hearth Bed & Breakfast: promotes a homely stay for their travelers, and they
use Facebook, TripAdvisor, and other digital websites to expand their network.
Iris Inn & Cabins: Emphasize on providing a serene and nature-inspired retreat for
guests seeking relaxation and outdoor experiences. They use digital and
traditional media strategies tailored to their target audience.
Wingate: emphasizes offering a comfortable and productive stay for business
travelers. They use digital marketing and online advertising, targeting business
travelers through platforms like LinkedIn and travel booking websites
Residence Inn: Uses multi-channel media like online advertising, social media
engagement, email marketing, and partnerships with travel websites to reach a
broad audience
Best Western: uses a comprehensive media strategy that includes online
advertising, search engine optimization, and partnerships with travel websites to
reach global audiences.
Comfort Inn: their strategy includes a mix of online advertising, particularly
targeting travelers searching for comfortable and affordable lodging options.
Their message is providing comfortable and convenient accommodations for
travelers on the move.
Grey Pine Lodge: Promotes heavily towards active travelers who enjoy outdoor
activities such as hiking, sitting by the fire, and taking in nature. This is emphasized
in their value proposition on the website and majority of images are outdoor
views. 18
Competitive Review
Positioning
Belle Hearth Bed & Breakfast- High price,
Iris Inn & Cabins: High price
Wingate: Low price
Residence Inn - High Price
Best Western: Low Price, Lower Quality,
Comfort Inn: Low price, Lower Quality
Grey Pine Lodge: Low Price,
Overall Assessment of Strengths and Weaknesses

Bell Hearth Bed and Breakfast
Strength: Historic Property
Weakness: No custom website, bookings must be made over the phone or
through a 3rd party website. Not a huge online presence
Iris Inns & Cabins

Strength: Multiple houses, luscious surrounding area
Weakness: Communal areas, long waits
Wingate
Strength: location (near shops and restaurants), quiet staff
Weakness: hotel class, breakfast presentation, constant renovations
Residence Inn
Strength: Seamless booking process, luxurious and clean atmosphere
Weakness: Some staff is not friendly, pet fee is expensive ($100)
Best Western
Strength: Center of town, good staff
Weakness: Pictures of rooms on website is not available, unorganized website
Comfort Inn
Strength: Center of town, seamless booking process
Weakness: Fee for pets
Grey Line Lodge:

Strength: Great location, lots of activities, clean rooms, easy check in (no key)
Weakness: Food selection, can be noisy with dogs
19
Buyer analysis
User Profile: Customers are in the age range of 25-34 years old, looking to
escape their busy, working lives, seeking relaxation or adventure.
Demographic: Young couples with kids aged between 25 and 34
Geographic: Northern Virginia, Washington D.C, Maryland area.
Psychographic: People who live a busy, fast-paced lifestyle with not too much
downtime, and need a relaxing weekend.
Behavioristic: Open to staying in new places, influenced by reviews and

recommendations from family and friends.
Key Factors in Buyer Behavior Factors Influencing Brand Selection

Price Price
Proximity to travel Place/Location
Features/Amenities Convenience
Availability Reputation
Kid/Pet friendly Added Accommodations
Customer Reviews
Promotions/packages offered
Is buying behavior characterized by extended or limited problem solving?

The buying behavior is predominantly extended problem solving because of the
research that goes into the bookings. The process of limited problem-solving
purchases are quick and do not take much thought. But for booking and planning
a quick getaway, the consumer will put effort into researching which BnB will be
their best option.
Is the product/brand a high-involvement or low-involvement purchase?
The BnBs’ can be both high and low-involvement purchases because it all comes
down to who the consumers are and what they want out of their stay. The low—
involvement purchasers are the travelers who are budget-friendly and have been
to many BnBs’ before. The High-involvement purchasers would be the people
who are looking for special experiences like anniversaries, honeymoons, or even
weddings.
20
Buyer analysis
21
Primary research
★
Bed and breakfast in Waynesboro · 4.99 · 1 bedroom · 1 bed · 1 shared bath. Airbnb. (n.d.).
https://www.airbnb.com/rooms/28482233?s=67&unique_share_id=976586f7-dfcd-
437b-b578-bbc4081bd43e&source_impression_id=p3_1700013729_ABzQ3V4%2BJH
CNs5H2
Cider House Bed and Breakfast, Waynesboro, USA. Booking.com. (n.d.).

https://www.booking.com/hotel/us/cider-house-bed-and
breakfast.html
Google. (n.d.). Google Reviews. Google search. https://www.google.com/search

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-wiz-serp#lrd=0x89b3638ba675fedd:0xa867e9b4d9b9ef87,1,,,,
22
Promotional program
situational analysis
Previous promotion program
Cider House
Spending: N/A
Promotion mix: Digital marketing through Google, bulk emailing, and the company website. Social
Media marketing through Instagram.
Message strategies:
Media strategies:
Heritage Hill
Spending: N/A
Promotion mix: Digital marketing through the company website and social media marketing
through Instagram and Facebook.
Message strategies:
Media strategies:
The Bowman House

Spending: N/A
Promotion mix:
Message strategies:
Media strategies:
Current promotion program

Cider House
Spending: N/A
Promotion mix: Digital marketing through Google, bulk emailing, and the company website. Social
Media marketing through Instagram and Facebook. Use of third-party lodging websites to promote
bookings.
Message strategies: Spread company message through the company website on the home page
under the “About Us” tab.
Media strategies:
Heritage Hill
Spending: N/A
Promotion mix: Digital Marketing, uses Airbnb to market one of the rooms, and social media
including Instagram and Facebook to spread awareness of the property.
Message strategies: Spread company message through the company website on the home page
under the “About The Innkeepers” section.
Media strategies:
The Bowman House

Spending: N/A
Promotion mix: Digital Marketing through the use of the company website. Social Media marketing
through user-generated content.
Message strategies:
Media strategies:
23
Promotional program
situational analysis
Print Ad
Direct Mail
24
Segmentation, targeting,
Positioning
Primary: Young couples
Demographics: couples between the ages of 20-40 years old looking for an escape
from their busy lives.
Geographics: they are primarily geographically located in the Northern VA/DC/MD
areas.
Psychographics: they lead busy, fast-paced lifestyles without a lot of downtime.
Behavioristics: they are open to staying in new places, and are influenced by
reviews and recommendations from friends
This segment was selected because research shows that these age groups are the
most likely to travel and stay in bed and breakfasts. The clients reported that they most
often receive customers from the northern Virginia, DMV area; therefore, it was found
that geographic location. Northern Virginia and the DMV residents are more
urban/suburban and the lifestyle is very fast-paced and busy due to the nature of
where they live, in comparison to other parts of Virginia. According to NPR younger
travelers appreciate eating food that was made with local ingredients, these BnBs
feature local ingredients as well as beverages in their breakfasts and packages that
could attract the younger audience. It gives them a sense of home that is not always felt
in big cities where they may be living in quaint apartments
Secondary: Solo travelers
Demographics: solo travelers, male or female, between the ages 20-40 years old
who enjoy outdoor activities such as hiking.
Geographics: primarily located in the Northern VA/DC/MD areas.
Psychographics: they live active lifestyles and thoroughly enjoy outdoor activities,
specifically hiking.
Behavioristic: open to staying in new places, specifically something close to nearby
hiking trails. They often receive recommendations from family, friends, and other
fellow hikers and travelers.
This segment was selected because the Bowman House caters towards a lot of hikers,
this seemed like a market that all of the BnBs could benefit from. People who are
adventurous are attractive in this segment as they will be looking for places other than
hotels to stay, which makes them a perfect fit for a bed and breakfast.
Positioning Strategy:
Positioning will be by competition to differentiate the brands, they stand out as being
more customer-focused then many other lodging accommodations. The bed and
breakfasts are for young couples and solo travelers looking for a relaxing getaway with
a personal touch and charm that they can’t find at other local lodgings. By staying at one
of the bed and breakfasts, the guest will experience outstanding accommodations and
personalized hospitality making the stay more meaningful.
25
marketing goals
Sales Volume:
S: increase sales volume of the cleints’ services
M: Achieve 20% increase in monthly revenue within year (compared to last year)
A: Implement targeted marketing campaigns and expand client base
R: Increasing sales volume aligns with the growth strategy
T: The goal will be accomplished within the next fiscal year
Market Share:
S: Capture a larger share of the market
M: Increase market share from 15% to 20% within the year
A: develop strategy, including targeted advertising campaigns and networking with
industry influencers
R: Expanding market share is crucial for sustained business growth and establishing
ourselves
T: The goal will be achieved by the end of this year
Sales Revenue:
S: Increase sales revenue for the clients’ services
M: Achieve 30% increase in sales revenue
A: implement sales strategy, including upselling existing clients and acquiring new ones,
as well as expanding service offerings to cater to a broader audience
R: crucial for sustaining and growing the clients’ businesses in the hospitality industry
T: want to accomplish by the end of this year
Profit:
S: Increase annual net profit
M: achieve 20% increase in net profit within this year/by next year
A: implement cost-control measures and optimize pricing strategies
R: Essential for long term sustainability and growth
T: Want to achieve this by the end of this year
Return on Investment-
S: Enhance ROI for the clients’ companies
M: Achieve a minimum ROI of 300% on all campaigns within the next year
A: Implement data-driven strategies and refine targeting
R: Crucial for ensuring that efforts are not only effective but also cost-efficient
T: Within the next fiscal year
26
campaign theme
The foundation of the Integrated Marketing Communications Plan is
encapsulated in the compelling theme, "You deserve this," which resonates with
the notion of individual indulgence and the pursuit of personal well-being.
However, the adaptability of this campaign theme becomes particularly evident
during the holiday seasons, when messaging should be tailored to engage
various targeted markets.
During the romantic ambiance of Valentine's Day, the campaign takes on a more
personalized touch with the theme "She/he deserves this." This approach is
designed to captivate couples, encouraging them to explore and consider
special packages as meaningful expressions of love and shared experiences.
As the festive spirit of Christmas envelops the air, the messaging seamlessly
transitions to "They deserve this." This theme serves as a reminder that the joy of
the season extends beyond individual pursuits, emphasizing the act of gifting
special holiday packages to family and friends. It's a unique opportunity to
present the gift of cherished moments and relaxation, wrapped in the warmth of
holiday goodwill.
Transitioning into a more inclusive theme, "We deserve this" becomes the rallying
cry for families and couples alike. This message invites them to embark on a
collective journey of rejuvenation and bonding, creating lasting memories
together. The emphasis is on the idea that everyone in the group deserves a
break, fostering a sense of togetherness and shared enjoyment.
In essence, the campaign theme's adaptability allows the clients to seamlessly

integrate with the diverse sentiments of different seasons, ensuring that
messaging remains relevant and resonant with the target audience. By aligning
the clients’ promotions with the unique experiences and aspirations tied to these
occasions, it is expected to not only meet but exceed the expectations of
couples aged 25 to 34 and singles aged 25 to 34, cultivating a desire that
translates into an 8% increase in bookings during the winter months of December,
January, and February.
27
communication goals and
strategies
Increase the percentage of consumers that are couples aged 25 to 34 and singles
aged 25 to 34 who are aware of Cider House, Heritage Hill, and Bowman House Bed
and Breakfasts by 15% by December 2024 with the use of support media and social
media.
Use boosted and sponsored posts on social media to increase the awareness of
young couples interested in relatively local traveling.
Use lawn signs as support media to increase awareness in travelers through the
Waynesboro area.
Increase interest of consumers in the target market of couples aged 25 to 34 and

singles aged 25 to 34 who have an interest in traveling and appreciation of historic
charm by 15% by December 2024 with the use of social media.
Use social media to post images of the BnBs as well as feature the beautiful
areas of Waynesboro in which they are located to appeal to travelers.
Increase the desire of consumers who are couples and singles aged 25 to 34 who
have the desire to book a room at Bowman House, Heritage Hill, and Cider House
Bed and Breakfasts by 10% during December, January, and February by using
traditional advertising.
Use slice of life radio ads to appeal to the emotion of consumers so that they
feel more inclined to book a stay.
Increase the number of reservations at Bowman House, Heritage Hill, and Cider
House Bed and Breakfasts by 5% during December, January, and February through
digital marketing.
Target young couples and solo travelers through email marketing to prompt
reservations directly through one click to the website.
Increase the number of repeat customers during 2024 by 10% for Bowman House,
Heritage Hill, and Cider House Bed and Breakfasts by using Sales promotion.
Use sales promotions to increase repeat customers by providing them
with discounts on their stay and additional free nights when they book a
certain amount.
28
CREATIVE BRIEF MARSOL
marketing solutions
Problem the communication must address:

The outreach that the online social media channels currenlty have. Want them to be able to create meaningful
and intresting posts for the target audience.
Target Audience:
Primary: Young Traveling Couples aged 25-34
Communication Objectives:
Young Traveling Couples
SMART:
S - Increase the reach of advertisements by using the proper platforms to reach the desired audience
M - Increase reach by 10%. Effectiveness can be measured through GRP and click-through rate
A- This will be attained from January 2024 to December 2024
R- Increasing the reach of advertisements is likely to show an increase in sales/bookings.
T- The goal should be accomplished by December 2024
Demographics: Geographics:
couples between the ages of 20-40 years old looking they are primarily geographically located in the
for an escape from their busy lives. Northern VA/DC/MD areas.
Psychographics: Behavior:
They are
They are open
open to
to staying
staying in
in new
new places
places and
and are
are
They lead busy, fast-paced lifestyles without a lot of influenced by
by reviews
reviews and
and recommendations
recommendations from
from
influenced
down time. friends.
friends.
What do they currently think?: What would you like them to think?:
Bed and Breakfasts are a great place to stay if you are

Bed and Breakfasts are often viewed as a thing of the looking for a quick weekend getaway. Booking a stay at
past, especially now with alternatives to hotels such a BnB with lots of character will offer privacy, relaxation,
as AirBnb and Vrbo. Customers don’t often see the comfort in home-like environment, and other
extra benefits they can receive when staying at a bed personalized services that you don’t get when staying in
and breakfast. a hotel.
Product positioning/Major Selling Idea Reason to Believe/supporting information
The Bed and Breakfasts’s are positioned where it is

Reason to believe in the these Bed and Breakfasts is
not too expensive for the target audience and it offers
their amazing online reviews and word of mouth that
great value. For the price to stay at these BnB’s you
has spread about them.
get good value out of your money.
Campaign Theme Story you are going to tell
The story that is conveyed is that the guests deserve

“You deserve this!” to experience the perfect getaway from their busy
lives.
Advertising appeal Rationale
The advertising appeal of the Bed and Breakfasts will

This type of appeal will be useful because it will make
be emphasizing spending time with close partners in
the target audience more invested into the
a homily environment. The aspect of emotions and
advertisement. It will convey love and comfort for
fun will be utilized to draw the target audience further
someone who values it.
into the idea of staying at one of the BnBs’.
29
Message Strategy/product Positioning
The bed and breakfast will be positioned in a way that shows how they can benefit the lives of the targeted audience if they
choose to book at a BnB. Starting with an emotional appeal to recognize customers busy lifestyles and need for a break or
emphasizing to solo travelers the prime location of these bed and breakfasts to nearby hiking trails. Additionally, the various
services will be highlighted, along with nearby attractions and activities to catch appeal to the target audience.
Example
Escape your busy life and treat yourself to a relaxing getaway at a bed and breakfast in Waynesboro, VA where you are
guaranteed a comforting stay, homemade breakfast, and great hospitality. It’s prime location is great for travelers who enjoy
hiking, while also close to the downtown district for other activities during your stay.
Rationale: Why this is the best choice for THE service
The bed and breakfasts meet the best of both worlds for the primary and secondary markets. The privacy and relaxation
attributes satisfy the primary market while nearby hiking trails, sightseeing, etc. satisfy the secondary market of solo travelers
who enjoy the outdoors.
Creative executional Framework
Slice-of-life
Rationale: Why this is the best choice for THE product or service
Slice of life is the best creative executional framework for the client because it creates a relatable scenario in which the service is
used to demonstrate the relevance and benefits.
Creative Considerations
Tone: Warm, happy and inviting
Promises: A peaceful retreat, personalized experiences, cozy accommodations, and a chance to escape the hustle and bustle of
daily life.
Claims: exceptional hospitality, beautiful surroundings, delicious breakfasts, and nearby attractions
Graphics: Professional images showcasing the bed and breakfasts’ cozy interiors, surroundings, rooms, and appetizing breakfast.
Colors: Earthy tones, greens, browns, tans and whites
creative tactics
Our creative tactics include working with influencers and storytelling
specific tactics for advertisements
Print ads:
- Tri-fold Brochure
- Rack card
- Magazine advertisement
Social Media ads:

- influencer collaboration
- 15 to 30 sec videos for instagram reels, tik tok, and facebook
TV Commercial
- 45 second commercial showing a family and the parents need a break from their children
30
Media Plan: Traditional
Advertising
Introduction to Traditional Advertising
In the dynamic world of marketing, traditional advertising methods hold significant
value. Traditional advertising offers a tangible and enduring connection with potential
guests and can serve as a powerful complement to digital efforts. This media plan
outlines the strategic approach to using traditional advertising methods that intend to
do the following:
Increase awareness and desire to book at the Cider House, Heritage Hill or Bowman
House Bed and Breakfasts in Waynesboro, Virginia, by targeting young couples and
solo travelers who appreciate the outdoors. The goal is to achieve a 20% increase in
bookings by December 31, 2024, through a variety of print advertisements and the
display of flyers with a reach of 3000.
Increase awareness and bookings for Cider House, Heritage Hill, or Bowman House
Bed and Breakfasts in Waynesboro, Virginia, by targeting marketing efforts toward
young couples and solo travelers who enjoy outdoor activities. The goal is to
achieve a 20% increase in bookings by December 31, 2024, through radio
advertisements.
By using the following objectives, the bed and breakfast clients can offer a unique
opportunity to create a personal and lasting impression, which is particularly relevant in
the realm of hospitality where personalized experiences are highly valued. Traditional
advertising will help us achieve multiple communication goals. Increasing awareness
through social media channels can be achieved through cross-channel consistency,
including consistency in tone, visuals, and messaging. Also, this form of advertising can
help increase repeat customers. This can be achieved through consistent branding,
thank-you messages, surveys, and community engagement. To reach the desired
target market of young traveling couples and solo travelers, the clients are
recommended to use print advertising such as travel brochures and print ads in local
magazines.
The campaign theme of “you deserve this” will be incorporated through clear and
concise messaging, aligning the theme with brand elements, and through storytelling.
The story to be told to the audience is for guests to experience the perfect getaway.
Through traditional advertising, compelling narratives and scenarios are crafted,
centered around the needs of the primary and secondary target markets to escape
their busy lives and retreat to a getaway that they deserve. By doing so, the campaign
will exemplify the theme and story the clients are trying to tell.
31
Advertising
traditional Advertising Objectives/Strategies/Tactics
Objective 1: Increase awareness and bookings for the three bed and breakfasts in
Waynesboro, Virginia, targeting young couples and solo travelers who appreciate the
outdoors. The goal is to achieve a 20% increase in bookings by December 31, 2024,
through a variety of print advertisements and the display of flyers with a reach of
3000.
Strategy 1: Create a print ad that combines emotional and rational appeal,
showcasing the personalized experience of the B&Bs. The ad will be a full-page
color feature in local lifestyle and travel magazines, such as Blue Ridge Outdoors,
Virginia Living, and Travel Virginia, known to be popular among couples and
travelers who enjoy the outdoors.
Tactic 1: Develop an ad featuring the exteriors of the three B&Bs, as well as
their offerings: their cozy rooms, the scenic surroundings, and the fresh food.
Include a focus on outdoor activities such as hiking, biking, and exploring the
region.
Tactic 2: Include a compelling call to action, encouraging readers to visit the
B&Bs' websites or call for reservations, offering a special discount for
bookings made within a specific timeframe.
Tactic 3: Incorporate a QR code within the ad, conveniently directing readers
to a dedicated webpage that provides detailed information about the three
B&Bs, as well as links to each individual site to book.
Strategy 2: Utilize rational and emotional messaging in printed brochures to
encourage potential guests to visit the B&Bs and explore the outdoors in the
Waynesboro area. The message will focus more on the outdoor experience.
Tactic 1: Design a series of brochures with an engaging message on the cover
page inviting readers to experience the three charming B&Bs while enjoying
outdoor adventures and relaxation. Encourage them to follow the B&Bs on
social media for updates by including the social media handles for each B&B.
Tactic 2: Incorporate a QR code under each Bed and Breakfast on the
brochures, redirecting recipients to the webpage for each Bed and Breakfast,
highlighting the amenities.
Tactic 3: Showcase photos of the B&Bs in the three pages of the brochure and
include a small amount of body copy that explains the differences between
the three bed and breakfasts.
Tactic 4: Place the brochures in local rest stops on Route 81, as well as local
visitor centers, outdoor/activity shops, tourist
32
Advertising
traditional Advertising Objectives/Strategies/Tactics
Objective 2: Increase awareness and bookings for the three bed and breakfasts in
Waynesboro, Virginia, targeting young couples and solo travelers who appreciate the
outdoors. The goal is to achieve a 20% increase in bookings by December 31, 2024,
through radio advertisements.
Strategy 1: Run an ad campaign using emotional and rational appeals in a Radio
ad on local radio stations in Waynesboro, such as 100.7 and 96.9. Ads will be run
around 8am and 5pm, airing Monday through Friday with an approximate reach
of 5000+ listeners.
Tactic 1: Run a slice-of-life ad depicting a hiker staying at the bed and
breakfast, enjoying the scenery, nature, and the healthy breakfast. Focus on
the active lifestyle and the comforting environment, using bright colors.
Tactic 2: Offer a “book now and save” option to get 10% off the guest’s first
stay if you use a code on the screen
Tactic 3: Focusing advertising efforts on prominent radio stations such as
100.7 (top hits) and 96.9 (country) presents a strategic approach to
increasing awareness in both primary and secondary markets. This is
because. of the fact that country and pop music are the predominant genres
embraced by the identified target audiences (Statista, 2018).
Tactic 4: Optimizing the ad campaign to strategically coincide with the peak
commuting hours of the target audience will not only enhance the frequency
of the message but significantly boost overall awareness and bookings.
Strategy 2: Create a radio ad that will use rational and emotional appeals. It will
begin with an emotional appeal of acknowledging everyone has busy lifestyles
and a quick getaway is always needed and then shift towards a rational appeal
that focuses on the features of their stay that will appeal to both targeted
markets. This radio ad will be run on 99.5 and 98.7 (popular radio stations in
Northern, VA and DMV) around 8am and 5pm, Monday through Friday, when
most of the targeted customers are commuting to and from work.
Tactic 1: Run a slice-of-life ad that sympathizes with the targeted audience,
acknowledging their busy lives and need for a getaway.
Tactic 2: List the benefits of staying in the bed and breakfasts and its distance
from Northern Virginia. This will include complimentary breakfast and
hospitality services, along with nearby hiking trails and things to do in
downtown Waynesboro.
Tactic 3: Include contact information and a website address for people to
receive more information on booking and pricing.
33
Advertising
Budget
Total Dollar Amount: $1,337.80

Percentage of total budget: 5.35%
By Medium
Radio: $462.80 (34.57%)
Magazines: $500 (37.38%)
Brochures: $375 (28.03%)
By Medium Vehicle
Radio on 100.7 and 96.9: $231.40 (17.28%)
Radio on 99.5 and 98.7: $231.40 (17.28%)
Magazine Print ads: $500 (37.38%)
Brochures: $375 (28.03%)
34
Advertising
rationale
In a dynamic world characterized by constant technological advancements and
an increasing digital landscape, the significance of traditional advertising competes
to exist. The prominence of traditional advertising channels remains essential in
reaching and resonating with target audiences. Even in the face of evolving trends,
traditional print media stands out as a reliable source of information, earning its
trustworthiness through a surge in print media marketing (LinkedIn, 2022).
Crafting well-defined objectives, strategic approaches, and thoughtful tactics is
key to achieving the desired outcomes for clients navigating the multifaceted
advertising era. The primary objective revolves around increasing booking and
raising awareness through print advertisements, such as magazine ads and
brochures. These print advertisements will be strategically placed in local lifestyle
and travel magazines, complemented by the creation of engaging brochures. This
tailored approach ensures accessibility to the target demographic of young couples,
enabling meaningful interaction between clients and customers.
Simultaneously, the second objective focuses on amplifying the awareness and
bookings for bed and breakfasts through a different approach. In these efforts, radio
advertisements will be aired on local Waynesboro stations and popular radio
stations in northern Virginia, Washington D.C., and Maryland. The radio
advertisements will follow a carefully planned schedule, with ads airing during peak
commute hours on weekdays at 8am or 5pm, when the selected audience is likely
commuting to and from work. Targeting local radio stations in Waynesboro, such as
100.7 and 96.9, as well as extending the reach to northern Virginia, Washington D.C.,
and Maryland like 99.5 and 98.7 will ensure a broad audience with an estimated
5000+ listeners each. This strategy aims to target the desired audience by placing
these ads on radio stations that the primary and secondary segments listen to the
most. According to Statista, people between the ages of 20 to 40 years old listen to
pop and country music genres the most (2018).
35
Advertising
rationale Continued
Airing radio ads throughout the work week not only enhances the frequency for both
primary and secondary markets but also helps achieve the outlined objectives. By
combining traditional advertising mediums, thoughtful targeting, and scheduling, the
proposed approach aims to deliver impactful results for the bed and breakfast clients.
The budget allocation for traditional advertising strategies is planned to increase
awareness, bookings, increase bookings and engagement by using radio and print
advertisements. Print advertisements include brochures and magazine ads. The total
allocated budget for traditional advertising strategies is $1800, claiming 5.35% of the
total budget. The largest portion of the budget is allocated to magazine ads, costing
approximately $500 and claiming 2.00% of the budget. Radio advertising significantly
claims the next costly part of the budget at 1.85% of the allotted total and costs about
$462.80. The last portion of the traditional advertising budget will go towards 1000
printed brochures costing $375 and accounting for 1.50% of the budget.
36
Advertising
Deliverables
Radio Scripts
[birds chirping and calm guitar music playing…]
Picture this: Waking up to a golden sunrise in the Blue Ridge Mountains with a gentle
breeze rustling through the leaves, and the subtle aroma of freshly brewed coffee and
breakfast that awaits you downstairs…
Treat yourself to a getaway at a Waynesboro bed and breakfast, located in the quaint
mountain town with loads of nearby attractions. If adventure awaits, we are a hop and a
skip away from picturesque hiking trails, beautiful overlooks, and the historical
downtown.
You deserve this…at the Waynesboro bed and breakfasts, you get your home away from
home… but better. The charming homes provide the utmost comfort and relaxation, a
delicious breakfast made using locally sourced ingredients, and wonderful homeowners
provide the best customer service.
Occasions may vary and we cater to you… whether it's a relaxing stay, passing by, or a
celebration, we offer special packages for all! Open year-round, we invite you to get
away and settle down in the countryside with your family and loved ones.
To book now, visit our website at www.waynesborobnb.com or call 540-471-8998 for

more information and pricing.
Item Description
Gender Male and Female
Length 45 seconds
Demographic Young Couples
Narrator Upbeat female voice
Vocal Direction Calming and happy
Sound Effects Birds chirping in the morning
37
Advertising
Deliverables
38
Media Plan: Digital
Advertising
Introduction to Digital Advertising
Digital marketing is one of the most important aspects of a successful marketing
campaign. In today’s technological world, there has been a switch from traditional ads to
ads in the digital space. Digital marketing allows brands to connect and engage with
prospective and existing customers right at the tip of their fingers. Working in the virtual
space allows brands to be creative, but forces them to find new ways to stand out
against the competition. The digital marketing efforts plan to enhance the following:
Increase awareness and desire to book a room for all of the bed and breakfasts in
Waynesboro, VA, targeting young couples from Northern Virginia and solo travelers
who enjoy the outdoors and are primarily from the East Coast. The goal is to achieve
a 15% increase of room bookings and website engagement by December 31st, 2024
with quarterly email marketing and weekly mobile messaging.
Increase awareness and website engagement for the bed and breakfasts in
Waynesboro, VA, by targeting young couples from Northern Virginia and solo
travelers who enjoy the outdoors. Increase awareness and engagement by 15% by
December 2024 through Google ads and SEO.
These strategic marketing objectives will help the clients reach their goals. Email
marketing is pivotal in connecting with existing customers by notifying them of new
promotions and discounts in personalized messaging. Google ads and SEO are effective
ways to reach new customers and increase overall website engagement and brand
awareness. With this, optimizing the website for user-friendliness will enable customers
to effortlessly access comprehensive information, simplifying the booking process.
Creating a new, combined website with the three bed and breakfasts is necessary for a
cohesive, integrated campaign.
These digital marketing initiatives specifically target young couples from Northern
Virginia and solo travelers with an interest in outdoor activities nature, such as
sightseeing and hiking. This strategic approach is designed to generate more bookings,
positive online reviews, and connections with the identified target audiences. The
campaign theme, “You Deserve This!” will be consistent across digital marketing efforts,
ensuring the story being told compels the audience to book a stay.
39
Media Plan: Digital
Advertising
Digital advertising Objectives/Strategies/tactics
Objective 1: Increase awareness, bookings, and repeat customers for all of the bed and
breakfasts in Waynesboro, VA, targeting young couples from Northern Virginia and solo
travelers who enjoy the outdoors. The goal is to achieve a 15% increase of room
bookings and website engagement by December 31st, 2024, with quarterly email
marketing and weekly mobile messaging.
Strategy 1: Send out a mass email quarterly to prospective customers, young
couples, and solo travelers in the Northern Virginia/DMV area. This email will
include rational appeals with emphasis on feature appeals, as well as emotional
appeals that acknowledge the social and psychological needs of the consumer.
Tactic 1: Create a compelling subject line to intrigue the receiver to open the
email and sort through all the noise/clutter. The subject line will include
personalization features to reach the targeted audience. Examples include “You
Deserve This, [name]!” and “[name]’s Perfect Getaway.”
Tactic 2: Incorporate a strong call to action to appeal to the recipient. An
example is: “Book your perfect getaway today! Unwind in comfort and charm in
cozy Waynesboro. Reserve your stay now for an unforgettable experience. You
deserve this!” The purpose of a call to action is to prompt the audience to click
the website link, increasing engagement.
Tactic 3: Display special promotions, holiday packages, and discount promo
codes. For example, “Book today with the code, GETAWAY15, for 15% off your
stay if you book within the next two weeks!” or “Come sit back and relax this
holiday season, in the comfort of a home away from home, where each morning
will feel like Christmas. To enhance your stay, consider adding a holiday package
where Christmas cookies, hot chocolate, and spiked cocktails will be at your
service. You deserve this!”
Strategy 2: Send out mass text messages to existing customers, notifying them of
special discounts, packages, and promotions being offered. The text messages will
offer discounts for customers who refer new guests to expand reach, awareness,
and bookings. Approximately 750 text messages will be sent out weekly to existing
customers, primarily targeting those in the Northern Virginia area, using Clickatell.
Tactic 1: Create a text message that encourages referrals. Existing customers will
receive a code to send to new customers and once the referred stay has been
booked and completed, existing customers will receive a discount code to apply
towards a future stay. An example of a code is, “GETAWAY267,” with a unique
code for each guest to share.
40
Media Plan: Digital
Advertising
Tactic 2: Identify existing customers and segment them based on previous stay
history and preferences. Create separate lists to target different customer
groups effectively. Personalize the text messages sent to each group. For out-
of-state guests, an example would be “Escape to serenity in Waynesboro,
Virginia! Our cozy B&Bs await your return. Enjoy southern hospitality, beautiful
views, and a relaxing retreat you deserve! Book now and make your out-of-state
getaway unforgettable! You deserve this!” For an in-state guest, an example
would be “Embrace a charming staycation in Waynesboro! Our B&B welcomes
you back for the perfect getaway. Immerse yourself in local charm and delicious
breakfast. You deserve this!”
Tactic 3: Briefly include discounts and packages in the text message. Clearly
state the terms of the coupon/discount in the message. Provide a link to the
website for existing guests to access. An example would be, “Use code
GETAWAY15 for 15% off your next stay! Code valid through [date].”
Objective 2: Increase awareness and website engagement for the bed and breakfasts in
Waynesboro, VA, by targeting young couples from Northern Virginia and solo travelers
who enjoy the outdoors. Increase awareness and engagement by 15% by December
2024 through Google ads and SEO.
Strategy 1: Use Google ads to display content on third-party websites that display
images of the bed and breakfasts with an embedded URL link to the website.
Embedding the link to the website within the display ads increases awareness and
website engagement by measuring the click-through rate and number of
impressions the website receives.
Tactic 1: Create a search ad campaign with a headline and description to show
up at the top of Google search results pages. An example of a headline targeting
younger couples in Northern Virginia would be, “Romantic B&Bs in Waynesboro,
Virginia.” Responsive search ads can also be implemented, with multiple
versions of headlines and descriptions that Google uses to dynamically come up
with different combinations to show to visitors with specific searches.
Tactic 2: Include sales promotions and discounts in banner ads on third-party
websites. An example would be, “Save 15% on your perfect getaway with code
GETAWAY15.”
41
Media Plan: Digital
Advertising
Tactic 3: Ensure that the URL link in the display ad leads directly to the landing
page on the client’s combined website that provides the most information about
the three bed and breakfasts.
Tactic 4: Create a website that showcases the three bed and breakfasts and links
to each website. Use a URL such as, “getawayva.com,” “waynesborobandb.com,”
or“waynesborogetaway.com,” to combine information into one location. A URL
domain can be created using GoDaddy.
Strategy 2: Use search engine optimization to identify the most relevant keywords
and phrases to maximize clicks when searching for accommodations for bed and
breakfasts in Waynesboro, Va. Strong SEO increases website engagement and
brand awareness. SEO will be monitored consistently.
Tactic 1: Optimize the website with keywords that are niche and specific. Some
keywords and phrases include: “Waynesboro Virginia bed and breakfast,
charming accommodations in Waynesboro, Southern hospitality B&B, cozy
getaway in Virginia, scenic views bed and breakfast, mountain B&B, comfortable
stay Waynesboro, hiking accommodation Virginia, best bed and breakfast in
Waynesboro Virginia,” and “outdoor activity bed and breakfast”
Tactic 2: Verify that the website is mobile-friendly and simple to navigate.
Include structured data markup to provide search engines with more information
about the business. Structured data markup should highlight the business
names, addresses, ratings, and room details.
Tactic 3: Through Google My Business (GMB), claim and optimize the listing of
the business, verify information accuracy, and encourage customers to leave
reviews. A complete and accurate GMB profile provides essential information
that helps search engines trust business information, positively impacting local
search rankings and SEO. An optimized GMB will also improve the bed and
breakfast’s visibility on Google Maps, which is used heavily by younger couples
and solo travelers who appreciate the outdoors and are looking for
accommodations. GMB also includes providing high-quality images and posting
updates about promotions and new offerings.
42
Media Plan: Digital
Advertising
Budget
Total Dollar Amount: $12,870

By Medium
Messaging: $570 (4.43%)
Website: $600 (4.66%)
SEO: $5,700 (44.28%)
Google Ads: $6,000 (46.62%)
By Medium Vehicle
Text SMS: $270 (2.09%)
Email: $300 (2.33%)
Website: $600 (4.66%)
SEO: $5,700 (44.28%)
Google Ads: $6,000 (46.62%)
43
Media Plan: Digital
Advertising
rationale
In today's digital age, the success of marketing endeavors for bed and breakfast
establishments relies on a strong digital marketing strategy. It is imperative to leverage
the power of digital channels to connect with potential guests, increase bookings, and
drive revenue. This digital marketing rationale outlines the key strategies and tactics to
effectively market B&Bs online. First of all, the budget for the digital marketing portion
of the plan is 30.8% of the $25,000 budget. The clients will allocate the $7,700 to various
mediums, including email, text, SEO, and website. Email will take 0.24% of the budget by
using Amazon SES to send out emails (Hughes, 2023). This allows 50,000 emails to be
sent out a month for $5, equating to around $60 per year. Text will be 0.53% of the total
budget; with Clickatell, it will cost approximately $132 per year (Simonson et al., 2023).
SEO is the most expensive digital medium, utilizing 24% of the total digital marketing
budget. The clients will allocate $500 a month to search engine optimization with
specific keywords, totaling about $6,000 in a year (Childers, 2023). The website is 2.4% of
the total budget and will cost around $50 a month to maintain (Carney, 2023).
The foundation of the digital marketing strategy focuses on increasing awareness
and desire to book a room while targeting young couples from large cities in Virginia
and solo travelers who are outdoor enthusiasts. The first objective of the campaign is to
increase bookings and website engagement by 15% by the end of December with
mobile and email messaging. The first strategy that is most effective for this goal is
sending out mass emails quarterly to prospective customers. The first tactic for this
objective is to create a compelling subject line to persuade the receiver to open the
email and read it in its entirety. Next, it would be effective to include a strong call to
action that appeals to the receiver. This call to action could include acknowledging the
busy, stressful life of the targeted customer and offering a solution by briefly listing the
amenities. It is important to optimize email marketing by mentioning holiday promotions
and a coupon for a percentage off the recipient’s stay. The client should include the
terms of the coupon in the email and display a clear code for efficiency.
The second strategy to increase bookings and repeat will be fulfilled by sending out
mass text messages to existing customers in the Northern Virginia area. 750 messages
will be sent out weekly to increase bookings from returning guests. These messages
will include discounts, holiday promotions, and benefits for referring new guests.
Existing customers will be segmented based on their history of stay and preferences to
personalize the text messages. Similar to the email marketing strategy, text messages
will clearly state the discount, including terms, coupon code, and link to the bed and
breakfast combined website.
44
Media Plan: Digital
Advertising
rationale
The second objective regarding the digital marketing strategy includes increasing
brand awareness and website engagement through search engine optimization(SEO) and
Google Ads. By creating a search ad campaign with a relevant headline and description,
such as “Romantic B&Bs in Waynesboro, Virginia,” there is an increased likelihood of the
webpage showing up at the top of search results. In the Google Ads, it is important to also
include discounts and a URL link that connects the viewer with all three bed and
breakfasts. The three bed and breakfast websites will be added to one conjoined website
URL to ensure consistency and easy navigation. Alongside Google Ads, updating and
perfecting search engine optimization(SEO) also increases website engagement and brand
awareness by bringing in more page views through relevant keywords and phrases. The
new combined URL should incorporate keywords and phrases that are niche, such as
“Waynesboro Virginia bed and breakfast, charming accommodations in Waynesboro,
Southern hospitality B&B, cozy getaway in Virginia, scenic views bed and breakfast,
mountain B&B, comfortable stay Waynesboro, hiking accommodation Virginia, best bed
and breakfast in Waynesboro Virginia,” and “outdoor activity bed and breakfast.” The client
should verify that this website is mobile-friendly, user-friendly, and easy to navigate.
Structured data markup also provides search engines with more information about the
businesses, including business names, addresses, ratings, and room details. This tool also
increases trust in the browser and may increase search results. Through Google My
Business (GMB), the clients should claim and update their business listings, verifying
addresses, phone numbers, and other relevant information. A complete GMB profile
positively impacts local search ranking and SEO by providing consistent, trustworthy
information. GMB also improves visibility on Google Maps, which is heavily used by
younger couples and solo travelers who appreciate the outdoors and are seeking
accommodations. It is also imperative that all ads, website pages, and Google Maps
photos are high-quality and continuously updated. Digital marketing is crucial to
increasing brand awareness and is imperative to the success of the campaign.
45
Digital Media marketing
Deliverables
46
Digital Media marketing
Deliverables
Subject: Discover Your Home Away From Home at {Bed and Breakfast Name]
Dear [Recipient’s Name],
We hope this email finds you well. We understand that life can feel so fast-paced, and
the quest for comfort and relaxation seems difficult to find. At Heritage Hill Bed and
Breakfast, we’ve combined comfort and relaxation to offer your perfect getaway.
Why Choose [Bed and Breakfast Name]?
1. Prime Location: Situated in Waynesboro, VA, not far from Northern Virginia and the
surrounding DMV, Heritage Hill has the ideal location for all guests. Not far from
nearby hiking trails, sightseeing, and a close drive to downtown Waynesboro for
more activities.
2. Personalized Experience: Unlike hotels and other lodging facilities, our quaint setting
allows us to get to know our guests. This means specially made breakfast options,
room preferences, and a host always eager to make your stay the best one possible.
3. Exceptional Value: We provide exclusive amenities at competitive prices,
homemade, complimentary breakfast spreads, Free Wi-Fi, beautiful views, and
various special packages.
4. Great Reviews: Previous guests have nothing but great things to say about their stay.
Check out some of our reviews on our website at {website URL]
Feel the {Bed and Breakfast Name] Difference
Imagine waking up to picturesque views, birds chirping, and the smell of homemade
breakfast and coffee waiting for you downstairs. Envision a place where everything is
catered to your needs to make your stay feel like your home away from home.
It’s more than just a stay; it’s an experience, an experience where couples, families, and
travelers can make memories to last a lifetime.
Special Offer: To make your decision even easier, we are offering a 10% discount on
bookings made within the next 10 days. Use the code GETAWAY10 at the checkout.
You won’t want to miss out on what could be the getaway of a lifetime. Visit our website
at {website] call us directly at [Phone Number] for more information and booking.
Kind regards,
{Bed and Breakfast Name}
47
Media Plan: SOCIAL MEDIA
MARKETING
introduction to social media marketing
Social media marketing has become a crucial factor in connecting brands with their
target audience, building brand awareness, and achieving their communication
objectives. Social media is a brand’s way of connecting with their targeted customers on
a personal level. This section of the media plan is dedicated to social media platforms
and using them to attain campaign goals. The communication objectives that social
media marketing efforts are working to achieve are listed as follows:
Using Facebook, increase local booking frequency, achieving a 20% increase in the
number of bookings from local residents by December 31st, 2024. Posts and stories
will be shared one or two times per week, targeting local young couples and solo
travelers in a 30-mile radius of Waynesboro, Virginia.
Increase the number of click-throughs, impressions, number of followers, and brand
awareness by 20% by December 2024 for all three bed and breakfasts by using
Instagram posts, stories, and advertisements. These would be targeted toward
younger couples and solo travelers on the East Coast, specifically Virginia, North
Carolina, and Maryland. The social media channels would post about one or two
times per week.
Social media marketing efforts are very beneficial when it comes to connecting with
targeted audiences. Facebook and Instagram are two of the top social media platforms
used by younger adults and solo travelers, making it easy to connect. The campaign
“You Deserve This” will be promoted heavily through various social media channels in
every post, story, and advertisement. The message will be kept the same on all
platforms, creating a unified narrative that the target audience will recognize with
repeated exposure. The story revolves around the belief that individuals/couples
deserve a break from their busy lives; the break they need is a relaxing getaway at one
of the bed and breakfasts. Social media content will reflect this story, showcasing the
benefits of choosing a Waynesboro B&B and the real-life stories of how the B&Bs have
made a difference in the lives of consumers.
48
MARKETING
Social Media objectives/strategies/tactics
Objective 1: Using Facebook, increase local booking frequency, achieving a 20%
increase in the number of bookings from local residents by December 31st, 2024. Posts
and stories will be shared one or two times per week, targeting local young couples and
solo travelers in a 30-mile radius of Waynesboro, Virginia.
Strategy 1: Post pictures of the bed and breakfasts and list the features/services in
the description in Facebook groups that are centered around local Virginia travel
destinations and activities to reach the targeted audiences. Clients should engage
with users in the Facebook groups, encourage them to check out the website, write
reviews after their stay, and notify current and potential guests of special
promotions, packages, and discounts offered. Doing the following will lead to
increased engagement on the post and website, build brand awareness, and create
a positive brand image.
Tactic 1: Create engaging posts with pictures of the homes, breakfast options,
and nearby sightseeing and other activities. The posts should have the link to the
website in the caption and encourage viewers to visit the website to learn more.
Several posts will also be boosted so that they can appeal to a wider range of
people who do not just fall within the followers of the account. Boosting will also
allow for better reach of the target market.
Tactic 2: Create interactive posts that go along with the client's campaign theme
“You deserve this”. Clients will post pictures of the home and benefits and then
encourage viewers to write in the comments why they deserve the trip and want
to book a stay. By doing this, it will increase community engagement and create
a positive brand image.
Tactic 3: Carousel ads will be used as well. They allow for several images/videos
to be shown in a single ad that will appear on a user's feed. These ads will also
contain links so that a user can instantly click to book or gain more information
on the bed and breakfasts.
49
MARKETING
Social media Objectives/strategies/tactics
Objective 2: Increase the number of click-throughs, impressions, number of followers,
and brand awareness by 20% by December 2024 for all three bed and breakfasts by
using Instagram posts, stories, and advertisements. These would be targeted toward
younger couples and solo travelers on the East Coast, specifically Virginia, North
Carolina, and Maryland. The social media channels would post about one or two times
per week.
Strategy 2: Have an active presence on Instagram, creating multiple posts and
stories that engage with the audience and inform them of special packages,
promotions, nearby activities, and updated breakfast menu specials. Instagram
posts/stories will show images of the homes and the services that are provided as
they change. For example, the bed and breakfasts can post images of their homes
decorated for the holidays with updated menu options to appeal to customers
looking for a holiday stay. By having an active presence on Instagram this can
increase brand awareness and website engagement. By using sponsored posts and
stories, the client will be able to expand their reach to more than their followers.
Tactic 1: Sponsor posts for upcoming events and activities going on in/near
Waynesboro with images of the home and encourage travelers to visit the
website and book their stay at their bed and breakfast.
Tactic 2: Sponsor posts with holiday specials, sales promotions, and discounts in
the caption or image. Describe the specials and promotions in the caption and
tell viewers to visit the website for more details. Each post should contain the
hashtag “#youdeservethis”.
Tactic 3: Consistently post stories of the home, breakfasts and other meals
made, and events going on nearby and encourage viewers to book their stay.
Posts should include the hashtag “#youdeservethis” to restate the campaign
themes and remind the audience they deserve the getaway as well.
50
MARKETING
budget
By Medium
Facebook: $3,992 (68.92%)
Instagram: $1,800 (31.08%)
By Medium
Inst
agr
am
ook 371.2.0%
8%
b
a ce
F %
2
8.9
6
By Medium Vehicle
Boosted ads: $728 (12.57%)
Carousel ads: $3,264 (56.35%)
Sponsored posts/stories ad: $1,800 (31.08%)
By Medium Vehicle
Spo Bo
ads nsore ost
/St
ory
d ed
ads a ds
31.0 12.
8% 5%
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56.3%
51
MARKETING
rationale
Social media has become an integral component of modern marketing strategies,
and its value in reaching and engaging target audiences is undeniable. This rationale
outlines the key reasons to incorporate social media into the media plan. Social media
platforms offer a widespread audience reach. There are massive amounts of active
users on Facebook and Instagram within the target audience of the clients. According to
Statista, as of January 2023, there were 175 million active Facebook users in the United
States, with 23.6% of them aged between 25 and 34 years old (source: Statista). Similarly,
Instagram, another key platform, has 27.4% of its users within the 25 to 34-year-old age
group (source: Statista). Leveraging these platforms allows the clients to connect with a
significant portion of the target audience, making them an invaluable component of the
media strategy. The budget allocation for the social media strategy is strategically
planned to ensure the most effective use of these platforms. By investing in social
media efforts, the aim is to maximize reach, engagement, and the overall impact of the
“You Deserve This” campaign. There is $7,500 allocated in the budget specifically for
social media advertisements. Facebook ads that will be utilized in the campaign include
boosted posts and carousel ads. A budget of $728 is apportioned for boosted posts,
while $3,264 is designated for carousel ads. These numbers were determined by
allocating $2 per day to boost 2 posts for an entire week per month, equating to $728
per year. The carousel ad cost was calculated by taking the home & and leisure industry
cost-per-click and multiplying it by the number of clicks that are desired, estimating
costs to be around $3264. Facebook advertisements will be 53% of the allocated social
media budget. In addition to paid social media advertisements on Facebook, the clients
will also leverage Facebook less formally by participating in Virginia-based and travel-
focused Facebook groups to enhance awareness of the clients. Furthermore, by using
automatic bidding when managing Instagram ads the client will be able to optimize the
sponsored posts without overbidding as there is a lack of data on bed and breakfast
Instagram campaigns. The most often used Instagram ads will be simple image ads to
inform the user of upcoming events or promotions that are occurring. The other 47% of
the social media budget will be dedicated to Instagram-sponsored posts and story ads.
$1,500 will be spent on sponsored posts and $2,000 will be spent on Instagram story
ads.
52
SOCIAL MEDIA MARKETING
deliverableS
Instagram Ad
(can be converted to
Facebook)
Banner Ad
53
Media Plan: Support media
introduction to support media
Support media marketing refers to the use of various advertising channels and
platforms that complement a company’s primary or “core” advertising efforts. Support
media includes channels like print media, outdoor advertising, online banners,
promotional packages, and social media ads. These methods are used to reinforce the
messaging and reach of a marketing campaign, helping to create a more
comprehensive and effective marketing strategy. Through strategic marketing efforts
using support media, the communication objectives are as follows:
Use free promotional products to increase returning guests and booked rooms at
one of the bed and breakfasts by 15% by December 2024.
Use signage to strategically reach new guests in the winter months. The goal is to
increase awareness of the bed and breakfasts in Waynesboro, VA by 15% between
December to March to promote young couples and travelers from northern VA and
the DMV.
The campaign theme, “You deserve this” will remain clear and consistent across all
media efforts where customers should be able to visualize with each postcard or
promotional product the perfect getaway from their busy lives and the relaxation and
adventures that await if they choose to book a stay with the bed and breakfast clients.
This idea is centered around those living in urban or suburban areas, with busy working
lifestyles, desperately needing a quick weekend getaway. Through successful support
media marketing efforts, this story will reach the desired audience and carry out the
communication objectives.
The goal for bed and breakfast clients is to increase returning guests and booked
rooms and use signage to strategically reach new guests. These objectives will be met
by utilizing different forms of support media such as promotional products offered to
current and prospective customers, postcards, lawn signs, and interior car cards on the
metro in northern VA and the DMV. Objectives will be aimed towards young couples
and travelers who enjoy outdoor activities from northern Virginia and the DMV.
54
support media objectives/strategies/tactics
Objective 1: Use free promotional products to increase returning guests and booked
rooms at one of the bed and breakfasts by 15% by December 2024.
Strategy 1: Create mugs with the BnB logo that will be given to guests as a
keepsake when they leave.
Tactic 1: Design visually appealing mugs using the logos of the BnBs and the
campaign theme “You deserve this.” To remind the customer of their
experience and getaway.
Tactic 2: Use mugs as a small incentive to book by posting them on social
media accounts throughout the months from December to March with the
message “while supplies last” to promote more bookings through those
months.
Tactic 3: Provide these mugs to guests in their room with a thank you card to
assist in creating positive relationships with existing guests and an incentive
to tell others about their stay.
Strategy 2: Create a calendar with photos of the B&B on the front and pictures of
the views from the Bed and Breakfast and dates for holiday packages to remind
prior guests. This calendar will be prelabeled to remind guests when special
discounts and packages are offered throughout the year which will likely
increase the desire to book a stay.
Tactic 1: For the December page in the calendar, include holiday discounts,
packages, and activities to do. Discounts include booking two nights in
December and getting a third night at 50% off. Holiday packages include
Christmas movies and sweet treats beside a cozy fire, and some local
activities that could be listed on the calendar are tubing/skiing in
Massanutten.
Tactic 2: For the February page in the calendar, offer a special Romance
Package for couples booking a stay during February. This package will
include complimentary champagne, flowers, and a chocolate fondue plate.
This page will also include nearby restaurants that have a romantic ambiance
that is great for couples.
Tactic 3: In the spring and summer months, the calendar pictures will include
beautiful images of nearby hikes, sightseeing, and nearby activities that will
be great for guests who want to explore the outdoors during the warm
months.
55
support media objectives/strategies/tactics
Objective 2: Use signage to strategically reach new guests in the winter months. The
goal is to increase awareness of the bed and breakfasts in Waynesboro, VA by 15%
between December to March to promote young couples and travelers from northern VA
and the DMV.
Strategy 1: Develop lawn signs to display around Waynesboro to promote curiosity
in the bed and breakfasts.
Tactic 1: Use eye-catching designs and QR codes on the signs that take viewers
directly to the BnB websites.
Tactic 2: Place these signs in high-traffic public areas such as downtown and by
highway exits or on-ramps to target travelers.
Tactic 3: Partner with local businesses with similar target audiences to place
signs in front of their stores.
Strategy 2: Use interior car cards on the metro to advertise throughout D.C.,
Maryland, and Virginia.
Tactic 1: Place interior car cards on the metro for daily commuters to see. There
are tons of people who commute to and from work daily which should spread
awareness for the bed and breakfasts.
Tactic 2: Create an ad on the metro that triggers the audience's emotional
appeals. The main audience of the ads are people commuting to and from work,
therefore, this will be easy to grab their attention and encourage them to book a
getaway from their busy, working lives.
Tactic 3: Include a QR code in the corner of the ad so that people can easily scan
and find more information about new promotions and events going on, as well as
booking details.
56
BUDGET

By Medium
Free promotional material: $1837 (71.83%)
Lawn Sign: $420 (16.42%)
Transit ad: $300 (11.73%)
By Media Vehicle
Mugs: $212 (8.29%)
Calendar: $1,500 (58.66%)
Thank You Card: $125 (4.88%)
Lawn Sign: $420 (16.42%)
Metro ad: $300 (11.73%)
57
RATIONALE
Using support media is an effective way for the clients to reach existing and future
customers in a non-traditional way. The decisions made reflect what is most optimal for
the client’s budget as well as what forms of support media will provide the most
engagement. Personal relationships are very valuable when considering word-of-mouth
reviews. Because of this, a recommendation to the client was made to provide free
promotional products to the guests that stay at the bed and breakfasts. These
promotional products include custom-labeled mugs, thank-you cards, and calendars.
These products will be given to the guests as a sign of gratitude for the stay and a way
that they can remember it. The calendars, being prelabeled with promotional dates and
discounts should also provide an incentive to book again. By keeping the campaign
theme consistent throughout these materials, the goal is to associate using them with
positivity so that customers are reminded that “they deserve this.” Another
recommendation for the client would be using signage to promote the bed and
breakfasts, by using lawn signs and advertising through the metro. Through this, the
client should be able to reach travelers through Waynesboro and people located near
the D.C., Maryland, and Virginia areas. The budget for these decisions was determined
by researching prices for the cost of obtaining the custom items and running public
transit ads. The total support media budget is $2,557, which is about 10.22% of the total
advertising budget. There is $212 for 108 mugs so that they can be gifted between
December and March as a “while supplies last” item. While it is a small part of the stay,
the goal is to spark a small incentive and create some excitement around the free item
through social media and start a conversation with the guests through this gesture.
Thank you cards will be a more regular item that is placed in guests' rooms upon
departure, therefore there will be 500 4.5” x 6” cards printed for $125. There is $1,500
allotted to purchase 150 calendars to promote through the new year, these calendars
will provide holiday discounts and special packages to encourage booking through less
busy months. It will also include beautiful images and activity suggestions so guests can
see the other opportunities that a stay could offer them. Lawn signs will cost $420 for 30
to place in public locations throughout Waynesboro. Transit ads will cost around $300
to place from December to March. There will be 4 4-week ads that run through these
months. Both the transit ad and lawn sign will contain attractive visuals and QR codes to
grab the attention of the viewer and keep them interested and engaged by scanning. By
taking people to the website they will be able to find and explore the social media and
look into all aspects of the bed and breakfasts, keeping them engaged for longer than if
they were to just see the ad and walk away. By using these non-traditional methods of
advertising the clients should be able to better cater to their current guests and gain
more customers and bookings through unique means.
58
Support media
Deliverables
Billboard
Calendar
59
Media Plan: SALES
PROMOTIONS
INTRODUCTION TO SALES PROMOTIONS
The sales promotion marketing strategy aims at stimulating the immediate sales of a
product or service. It involves short-term tactics, including contests, coupons,
sweepstakes, free samples, limited-time offers, and more to incentivize customers to
make the purchase. These advertising methods are designed to create a sense of
urgency and encourage customers to take action. Sales promotions play an important
role in marketing as they work to drive sales, new and returning customers, increase
competition in the marketplace, and increase awareness. The incorporation of sales
promotion in this media plan will be a strategic tool to achieve the following objectives:
Implement targeted sales promotions to increase bookings to the bed and

breakfasts by 15% for the entire 2024 calendar year, considering promotional
effectiveness and the strategies of each bed and breakfast.
Increase off-season bookings by 5% through the implementation of seasonal
promotional packages during the low-demand months to boost occupancy rates
from November to February, considering the potential impact on booking behavior
and attractiveness to the target audience.
Since sales promotions are offered short term, the campaign theme needs to be
well executed to quickly grab the audience's attention. The primary and secondary
markets are young couples and travelers who enjoy outdoor activities and adventures.
The campaign theme is incorporated through exclusive packages that promise a blend
of comfort and elegance, scenic surroundings, and promotional packages that make the
guest’s stay more welcoming and comfortable.
60
Media Plan: SALES
PROMOTIONS
sALES promotions OBJECTIVES/advertising/tactics
Objective 1: Implement targeted sales promotions to increase bookings to the bed and
breakfasts by 15% for the entire 2024 calendar year, considering promotional
effectiveness and the strategies of each bed and breakfast.
Strategy 1: Create a coupon to send to guests after their initial stay to receive a 10%
discount on their next stay to increase repeat customers.
Tactic 1: Design an appealing coupon template that highlights the 10% discount
offer and encourages guests to redeem it on their next visit.
Tactic 2: Promote the coupon offer not only to past guests but also to potential
guests who have shown interest in your Bed and Breakfast through website
visitors, email subscribers, or social media followers. Encourage them to book by
offering the coupon as an exclusive incentive for new reservations.
Tactic 3: Create a sense of urgency by adding expiration dates to the coupons.
Guests are more likely to book their next stay sooner if they know the coupon
has a limited time frame, such as "Valid for 90 days after your initial stay."
Strategy 2: Increase booking duration through premiums where people are more
inclined to stay an extra free night.
Tactic 1: Create special packages that include a "Stay 3 Nights, Get the 4th Night
Free" offer to encourage longer stays.
Tactic 2: Promote these packages on the Bed and Breakfast's website and
through social media channels to attract guests seeking extended stays.
Tactic 3: Collaborate with local attractions or businesses to bundle discounts or
free tickets with longer bookings.
61
Media Plan: SALES
PROMOTIONS
sALES promotions OBJECTIVES/advertising/tactics
Objective 2: Increase off-season bookings by 5% through the implementation of

seasonal promotional packages during the low-demand months to boost occupancy
rates from November to February, considering the potential impact on booking behavior
and attractiveness to the target audience.
Strategy 1: Promotion through tailored seasonal packages available for purchase
with a guest's stay.
Tactic 1: Provide complimentary seasonal amenities, such as hot cocoa, spiced
cider, or freshly baked holiday treats upon arrival.
Tactic 2: Include holiday-themed breakfasts or dinners.
Tactic 3: Aside from decorating the B&B as a whole, decorate the guest’s room
with winter-themed decorations and holiday lights.
Strategy 2: Partner with local restaurants and businesses to offer special deals
during the holiday season.
Tactic 1: Include special dining vouchers or discounts at local restaurants and
cafes, emphasizing regional cuisine.
Tactic 2: Offer coupons to local ski lodges for day passes.
Tactic 3: Provide guests with discounted or exclusive access to tickets,
admission, or special packages for local community events and festivals during
the off-season.
62
Media Plan: SALES
PROMOTIONS
budget
Total Dollar Amount: $150

By Medium
Coupons: $150 (100%)
n
Coupo
100%
By Media Vehicle
.5"
0 3 . 5" x 8
100 ons
Coup
%
100
63
Media Plan: SALES
PROMOTIONS
rationale
Research indicates that the design and visual appeal of coupons play a crucial role in
capturing the attention of customers. By creating an attractive coupon template, the aim
is to increase the likelihood of guests using the discount, thus increasing repeat
bookings. “As purchases are made, both the customer’s investment in the program and
the customer’s likelihood of earning a reward increase”. It is a known fact that targeting
new customers is much more expensive than it is to retain current ones. Many times, it is
more beneficial to focus on customer relationships and use strategies to enhance them.
Therefore, targeting past guests with coupons and extending the offer to potential
guests is a cost-effective approach to increasing bookings and customer loyalty. Adding
an expiration date creates a sense of urgency and prompts immediate action. “Urgency
to buy is defined as an urge or a desire of the consumer to buy the product right away,
thus limiting consumers’ freedom to delay buying decisions.”(Gupta). This tactic
leverages this principle to encourage guests to book their next stay promptly, thus
achieving the objective. The coupons will take 0.6% of the total budget at $150. For
strategy 2 By providing a "Stay 3 Nights, Get the 4th Night Free" package, guests are
more likely to extend their stays, resulting in increased revenue for the B&B. A study on
the influence of social media in the travel industry shows that guests actively seek
discounts and special offers on social platforms. Utilizing social media to promote these
packages ensures maximum visibility and engagement with potential guests interested
in extended stays. Offering bundled discounts or free tickets to local attractions can be
a compelling incentive for longer bookings and increase the Bed and Breakfasts'
competitive edge. For objective 2, the complimentary treats such as hot cocoa, spiced
cider, freshly baked holiday treats, breakfasts, and dinners allow the B&Bs to create a
unique and memorable experience for guests during the off-season. On other BnB
websites, their feedback illustrates the importance of room decorations. Focusing on
decorations in rooms also allows for the B&Bs to create a cozy, festive atmosphere that
attracts more guests during the off-season. Including dining options at local cafes and
restaurants will also give another competitive advantage to the BnBs. Furthermore, if
they are offered to ski lodges for potential day passes it would greatly entice potential
customers. Attending local events and festivals is a common motivation for travel. By
offering discounted or exclusive access to such events during the off-season, B&B can
increase its appeal and drive more bookings, leveraging the festive atmosphere to
attract guests.
64
SALES PROMOTIONS
Deliverable
Coupon
65
SALES PROMOTIONS
Deliverable
Flyer
66
media flow chart
The media plan outlines advertising methods and their schedules. Traditional
methods like radio, magazine ads, and brochures follow specific patterns. Radio
ads pulse consistently from November to January, slowing from March to
October but increasing the first week monthly. Magazine ads vary in activity
levels, alternating high and low monthly. Brochures following a continuity
schedule. Digital advertising includes pulsing SEO and website activities akin to
radio scheduling, mass texts, emphasized from November to February, and
emails sent quarterly. Social media ads on Facebook include boosted posts and
carousel ads and Instagram ads include sponsored posts and stories ads. Social
media ads will be posted once to twice weekly, with higher activity at the start of
the month, especially in winter to boost bookings. Support media includes
calendars, thank-you cards, mugs, lawn signs, and transit ads. Calendars are to
be distributed in December and January at high activity, thank-you cards
maintain continuity with high activity, mugs will be distributed while supplies last
in winter, lawn signs advertise monthly promotions in the first week, and transit
ads update monthly from December to March. Sales promotions involve monthly
coupon distribution and bi-weekly seasonal promotions from November. to
February.
67
budget breakdown
68
budget breakdown
summary
The total budget will consist of $25,000. In the traditional advertising budget, a total
amount of $1,337.80, which is 5.35% of the budget, will be used. The three mediums
include radio, magazines (medium vehicle: print ads), and brochures (medium vehicle:
1,000). The dollar amount for radio is $462.80 and the percentage of the budget is 1.85%.
For magazines (print ads), the amount is $500, and the percentage of the budget is 2%.
For brochures, the dollar amount is $375, and the percentage of the budget is 1.5%.
Next is the digital marketing portion of the budget will use a total dollar amount of
$12,870 and 51.48% of the budget. The mediums are SEO, website, text SMS, google ads,
and Bulk email. SEO will have a dollar amount of $5,700 and 22.8% of the budget. The
website will have a dollar amount of $600 and 2.4% of the budget. Text SMS will have a
dollar amount of $270 and 1.08% of the budget. Google ads have an allowance of $5,500
and 22% of the budget. The mass email will have a dollar amount of $300 and 1.2% of the
budget.
For the social media marketing portion of the budget, the total dollar amount is
$5,792, or 23.17% of the budget. The mediums used are Facebook (medium vehicle:
boosted posts, carousel ads) and Instagram (medium vehicle: sponsored posts/stories
ad). Regarding Facebook, boosted posts will have a dollar amount of $728 and 2.91% of
the budget, while carousel ads will have a dollar amount of $3,264 and 13.06% of the
budget. Regarding Instagram, sponsored posts/stories ads will have a dollar amount of
$1,800 and 7.2% of the budget.
The support media portion of the budget will have a total dollar amount of $2,557
and 10.23% of the budget. The five mediums for support media include calendar, thank
you card, mug, lawn sign, and transit ad. Calendar (medium vehicle: 150) will have a
dollar amount of $1,500 and 6% of the budget. Thank you cards (medium vehicle: 500
(4.5” x 6”)) will have a dollar amount of $125 and .5% of the budget. Mugs (medium
vehicle: 108) will have a dollar amount of $212 and .85% of the budget. Lawn signs (30
medium vehicle) will have a dollar amount of 420 and 1.68% of the budget. Transit ads
(medium vehicle: metro – 4 ads December-March) will have a dollar amount of $300
and 1.2% of the budget.
Lastly, the sales promotion portion of the budget will have a total dollar amount of
$150 and .6% of the budget. The only medium for this section is coupons (medium
vehicle: 1000 (3.5” 8.5”)), which also has a dollar amount of $150 and .6% of the budget.
Finally, the measurement and evaluation portion of the budget will have a total dollar
amount of $2,293.20 and 9.17% of the budget.
69
measurement and
evaluation
Evaluation of Marketing Goals
The marketing objectives for Cider House, Heritage Hill, and Bowman House
Bed and Breakfasts are ambitious and strategically designed to enhance brand
awareness, stimulate desire for winter bookings, drive reservations during
specific months, and foster customer loyalty. To measure the success of these
objectives throughout the year, a multifaceted approach is essential. Firstly, the
awareness goal will be assessed by monitoring social media metrics, such as
impressions, engagement rates, and follower growth. Regular analytics reviews
will provide insights into the progression towards the 15% increase in consumer
awareness by December 2024. Additionally, surveys and feedback mechanisms
can gauge consumer recognition and recall. The second objective, centered
around increasing desire for winter bookings, will be measured through the
monitoring of promotional campaign performance from December to February.
Metrics will include website traffic during these months, engagement with
winter-themed promotions, and the growth in desire expressed by potential
customers through surveys and inquiries. The third goal, aimed at increasing
reservations during the winter months, will be evaluated by tracking booking
patterns and analyzing the impact of sales promotions and incentives.
Reservation data and feedback regarding the effectiveness of specific
promotions will be instrumental in determining the campaign's success in
achieving the 5% increase by December 2024. Finally, the objective of increasing
repeat customers will be measured through coupon redemptions, tracking
bookings made with incentive promotions, and assessing customer feedback.
Regularly reviewing customer retention rates and the success of repeat
customer promotions will provide insights into achieving the targeted 10%
increase in repeat business by the end of 2024. The cumulative evaluation of
these objectives will offer a comprehensive understanding of the campaign's
effectiveness and guide adjustments for ongoing success.
70
measurement and
evaluation
Evaluation of Communication Objective
There are 5 total communication objectives for the three bed and breakfasts,
they each have to do with increasing one of the following objectives, awareness,
interest, desire, number of rooms booked, and repeat customers. Each of these
goals will be achieved by using the following media plan recommendations of
using support media, social media, traditional advertising, digital marketing, and
sales promotions. These goals will be measured, evaluated, and controlled by
monitoring the effectiveness of each individual media plans strategies and
tactics. By carefully creating and cultivating the each media plan, the respective
strategies directly correlate with their measurement. The communication
objectives are:
Increase the percentage of consumers that are couples aged 25 to 34 and
singles aged 25 to 34 who are aware of Cider House, Heritage Hill, and
Bowman House Bed and Breakfasts by 15% by December 2024 with the use
of support media and social media.
Increase interest of consumers in the target market of couples aged 25 to 34
and singles aged 25 to 34 who have an interest in traveling and appreciation
of historic charm by 15% by December 2024 with the use of social media.
Increase the desire of consumers who are couples aged 25 to 34 and singles
aged 25 to 34 who have the desire to book a room at Bowman House,
Heritage Hill, and Cider House Bed and Breakfasts by 10% during December,
January, and February by using traditional advertising.
Increase the number of reservations at Bowman House, Heritage Hill, and
Cider House Bed and Breakfasts by 5% during December, January, and
February through digital marketing.
Increase the number of repeat customers during 2024 by 10% for Bowman
House, Heritage Hill, and Cider House Bed and Breakfasts by using Sales
promotion.
The measurements will consist of looking at which type of advertising was used
and directly compare the increase desired in the objective with the engagement
with the advertising strategy.
71
measurement and
evaluation
Evaluation of Traditional Advertising
The first objective of traditional advertising includes the use of a variety of print
advertisements. This involves the creation of flyers and the measurement of how
effective they are. To measure effectiveness, there will be questionnaires at the
end of visitors' stays where one of the questions asks how they heard about the
B&B and if it had an effect on their booking decisions. Throughout the months
that the flyers are being released to the public, monitoring will take place in the
form of weekly statistical reports. These reports will also include a final one,
which creates an idea of how effective the overall print campaign was. With a QR
code on the flyer, visitors can easily access the main webpage to view the bed
and breakfasts, book stays, and read reviews.
The QR code on the flyers should be unique from any other advertising QR code.
The purpose of this is for the clients to track where website visitors come from
using sourcing visitors and page views; these metrics will display where site
visitors come from and how many visit each page of the website. As time
progresses, ongoing assessments can gauge brand awareness and efficiency of
print advertisements by monitoring customer feedback, inquiries, and conversion
rates attributable to the print campaign. Additionally, tracking the presence and
location of these materials in public spaces is crucial. Evaluating the wear and
tear of physical copies over time provides insights into their durability and
visibility. By employing a combination of quantitative data and qualitative
feedback, the clients can measure the effectiveness of print advertisements in
increasing brand awareness and website engagement.
72
measurement and
evaluation
Evaluation of Sales Promotion
The first objective of the Sales Promotion includes the use of coupon
discounts and nightly incentives to stay longer. The evaluation of sales
promotion advertising campaigns featuring coupons and free night stays
necessitates a nuanced approach to measure their impact over an extended
period. Initially, key performance indicators should include the distribution and
redemption rates of coupons, providing insights into the campaign's reach and
effectiveness in driving customer participation. Continuous monitoring of coupon
redemptions will offer a real-time understanding of customer response and
engagement levels. Furthermore, tracking the conversion rates of those who
availed the promotional offers to repeat bookings or extended stays contributes
to assessing the long-term impact on customer loyalty. In the case of free night
stays, analyzing the uptake of the offer and subsequent customer retention rates
becomes paramount. Over time, the evaluation should extend beyond the
campaign period, considering the lasting effects on brand perception, customer
satisfaction, and the potential for word-of-mouth referrals generated by the
promotion. Moreover, assessing the impact on customer lifetime value by
comparing pre-campaign and post-campaign spending patterns provides
insights into the promotional campaign's influence on overall customer
profitability. Delving into customer feedback and reviews, both during and after
the promotion, adds qualitative depth to the evaluation, helping to understand
the new aspects of customer experiences and preferences. By integrating
quantitative metrics and qualitative feedback, a comprehensive assessment of
the enduring success of the sales promotion campaign can be achieved.
73
measurement and
evaluation
Evaluation of Digital Marketing
The first objective involves email marketing and mobile messaging. Regarding
email marketing, the open rates, click-through rates, and conversion rates of the
email campaigns need to be tested. These will be monitored for each email blast,
with a comprehensive analysis at the end of the campaign through email
platforms. This will be done by tracking email engagement metrics, analyzing the
effectiveness of subject lines and calls to action, and monitoring the redemption
rates of promo codes and discounts that are provided in these emails. Analytics
used for email marketing may include platforms such as Mailchimp or Constant
Contact. For mobile messaging, the effectiveness of text message campaigns in
terms of customer engagement and referrals will need to be tested continuously,
with a detailed analysis at the end of the campaign. This will be measured by
tracking response rates and referral rates, analyzing customer segmentation
effectiveness, and monitoring the usage of discount codes and promotions sent
to existing customers’ mobile devices. By utilizing customer relationship
management (CRM) systems, customer referrals and conversions and be
monitored. The second digital marketing objective focuses on increasing
awareness and website engagement through Google Ads and SEO. Regarding
Google Ads, click-through rates, impressions, and conversions will be tested, with
continuous monitoring throughout the campaign. It is also recommended to
complete a comprehensive analysis at the end of the campaign as well. This will
be done by analyzing the performance of display ads on third-party websites,
tracking the success of sales promotions and discounts, and ensuring the
effectiveness of the URL link directing to the B&B website. Google Analytics for
website traffic and conversion tracking provides these metrics to track the
performance of ads posted. To evaluate SEO, search engine ranking, website
traffic, and user engagement will be tested, with ongoing monitoring of SEO
efforts and a comprehensive analysis at the end of the campaign. These metrics
will be measured by monitoring keyword rankings, analyzing website loading
speed and mobile-friendliness, and tracing user engagement metrics on the B&B
website. By measuring the site traffic metrics, sourcing visitors, and page views,
the effectiveness of SEO and retention of site visitors can be monitored during
and beyond the campaign. By consistently monitoring these metrics and
conducting comprehensive analyses, the clients will be provided with a detailed
evaluation of the success of digital marketing efforts.
74
measurement and
evaluation
Evaluation of Social Media Marketing
The first objective in the Social Media Marketing plan involves increasing
booking frequency by using Facebook. The evaluation of the Facebook
campaign will be conducted by testing engagement metrics (such as likes,
comments, and shares) and the number of bookings and website click-through
rates. Ongoing monitoring for each post and a comprehensive analysis at the end
of the campaign will be most effective in measuring effectiveness. This will be
tested by tracking engagement metrics on posts, monitoring the effectiveness of
boosted posts, and analyzing the number of bookings attributed to Facebook
campaigns. Regarding analytics, utilizing Facebook insights to track engagement
metrics, UTM parameters to track website click-through rates, and monitoring
booking data through website analytics and the booking system (including
sourcing visitors) will help the client track the success of Facebook marketing.
The second objective involves increasing click-through rates, impressions,
number of followers, and brand awareness by using Instagram. Engagement
metrics (likes, comments, shares, story reposts), click-through rates, impressions,
and follower growth will be tracked on the Instagram platform during and at the
end of the campaign. This will be done by tracking engagement metrics on posts,
stories, and reels, monitoring the effectiveness of “boosted” posts, analyzing the
click-through rates for “boosted” posts, and measuring follower growth and
impressions on the account. Instagram marketing can be tracked by using
Insights, which shows follower growth, impressions, and engagement metrics.
Both Instagram Insights and UTM parameters will track website click-through
rates, and booking data can be monitored through website analytics, the booking
system, and sourcing visitors to track where website visitors come from. Some
recommendations for the clients are to implement A/B testing by testing
different types of posts to understand what resonates most, conduct customer
surveys to understand the impact of social media efforts on brand perception
and decision-making, and monitor competitor social media strategies to
benchmark and refine the approach. By regularly analyzing these metrics and
keeping strategies flexible based on findings, social media efforts can be
optimized to meet the specified objectives.
75
measurement and
evaluation
Evaluation of Support Media
The first objective for support media is to use free promotional products to
increase returning guests and rooms booked at one of the bed and breakfasts.
The promotional products will include mugs, calendars, and Polaroid pictures
that have documented the guest's stay. An effective way to evaluate the
effectiveness of this form of support media would be to measure sales data
before and after these promotional products are offered to guests. Additionally,
post-stay surveys could be sent to guests asking for their opinion on the
promotional products and whether it inclines them to want to stay at the bed and
breakfast again or recommend to family and friends. As for the second objective,
the goal is to strategically reach new guests during the winter months and
increase awareness of bed and breakfasts. This will take place in the form of lawn
signs to display around Waynesboro, as well as placing interior car cards on the
metro for commuters in D.C., Virginia, and Maryland. The lawn cards will help
spread awareness for local customers and travelers, while the transit ads will
spread awareness for those commuting to work every day. Evaluation tactics
could include measuring the search ad impressions and organic search results
before and after these methods take place. Another beneficial way to measure
the effectiveness is to include a QR code on the lawn signs and transit ads that
direct those who scan the code right to the website. By doing so, the clients will
be able to evaluate what website views were generated from scanning the QR
codes and determine whether this is a successful way of advertising.
76
conclusion
To conclude, this integrated marketing communications (IMC) plan presented
serves as a comprehensive and cohesive strategy to enhance brand image,
awareness, and engagement with targeted audiences, driving business success
as outlined in the communication objectives. By seamlessly combining various
communication channels such as traditional marketing, digital media marketing,
social media marketing, sales promotions, and support media, this structured
plan aims to create a unified and consistent brand message across all channels
and touchpoints. In addition to maintaining cohesiveness, the designated
campaign theme “You deserve this” remains consistent across all advertising and
marketing efforts. By ensuring consistency across all efforts, the campaign theme
should aid the bed and breakfast clients in achieving their business goals of
increasing the number of rooms sold by 20% for the 2024 calendar year.
Through careful consideration of the target audience’s preferences and

behaviors, the IMC plan seeks to establish meaningful connections to build brand
loyalty. The utilization of data analytics and performance metrics will enable the
clients to evaluate, monitor, and adjust advertising and marketing efforts to
achieve optimal efficiency. Furthermore, incorporating both 0n and offline
advertising channels allows advertisements to reach the targeted customers
while also enabling customers to engage with brands. Combining these elements
ensures a broad reach and maximizes the impact of the marketing campaign.
Looking ahead, the end-of-the-year evaluation of the current marketing plan

will be a pivotal moment for the future of the client’s marketing endeavors. The
evaluation will determine the success in achieving the communication and
marketing goals. If the current plan proves to enhance the clients’ objectives,
minor adjustments will be made to further optimize efficacy for the continuation
of the strategies entering the upcoming year. On the other hand, if the outcomes
fall short of expectations, a proactive approach will take place; this involves
recognizing the shortcomings of the marketing efforts and making corrections.
Committing to continuous improvement and dedication to delivering excellent
results will ultimately be a driver in the growth of the bed and breakfasts. Lastly,
maintaining positive customer relationships with the clients is imperative, and is
essential to remain in touch and offer assistance for their marketing needs.
77
appendices
Apendix A- Customer Journey Maps
1. 2.
3. 4.
78
appendices
Apendix B- Storyboards
1.
2.
79
appendices
3.
4.
80
appendices
5.
6.
81
appendices
Apendix C- Rack Cards
2.
1.
4.
3.
5. 6.
82
appendices
Apendix D- Brochures
1.
2.
3.
83
appendices
Apendix D- Brochures
4.
5.
84
appendices
Appendix E- Print Ads
1, 2.
3. 4.
85
appendices
Appendix F- Support Media
2.
1,
3.
4.
86
appendices
Appendix G- Sales Promotion Deliverables
1,
2.
3.
4.
87
appendices
Appendix H- Social Media Marketing Deliverables
1. Facebook Advertisement 2.
3 Pinterest
88
appendices
Appendix H- Social Media Marketing Deliverables
4. TikTok
89
references
★
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_id=p3_1700013729_ABzQ3V4%2BJHCNs5H2
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https://www.booking.com/hotel/us/cider-house-bed-and
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age-group-usa/
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distribution/
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the-most-popular-social-media-websites-in-the-us/
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q=the%2Bbowman%2Bhouse&sca_esv=582496584&ei=yDRUZd_0Nvqi.
5NoP58yP2AU&ved=0ahUKEwjfLmTgsWCAxV6EVkFHWfmA1sQ4dUD
CBA& uact=5&oq=the%2Bbowman%2Bhouse&gs_lp=Egxnd3Mt d2l6LX
NlcnAiEHRoZSBib3dtYW4gaG91c2UyDRAuGK8BGMcBGIoFGE MyCxAuG
IAEGMcBGK8BMgUQABiABDIFEAAYgAQyBRAAGIAEMgUQABiABDIFEA
AYgAQyBRAAGIAEMgUQABiABDIFEAAYgAQyHBAuGK8BGMcBGIoFGE
MYlwUY3AQY3gQY4ATYAQFIhghQ3AZY3AZwAH gAkAEAmAGdBKABm
weqAQkwLjEuMS41LTG4AQPIAQD4AQHCAggQABiiBBiwA8ICCxAAGIk
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Götting, M. C. (2021, January 8). Favorite Music genres among consumers by age
group in the U.S. 2018. Statista.
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James Madison University Fall Semester 2023

Professor Canessa Collins

Standards & Beliefs

#FDFAF0 #DBC096 #AABF99 #9E7B71 #884C42

Campaign Marketing Goal

Campaign Theme Budget

Summary of Media Plan:

Size & Growth

Current Trends & Development

Macro-environment Factors & Issues

Demographics Retirees and price-conscious millennials

Key Factors for Understanding the Setting

Target Markets: 16 and older, no pets

Target Markets: age 10 and up

Target Markets: age 10 and up

Description of the competitor and products/services it

Message and Media Strategies

Overall Assessment of Strengths and Weaknesses

Iris Inns & Cabins

Grey Line Lodge:

Demographic: Young couples with kids aged between 25 and 34

Geographic: Northern Virginia, Washington D.C, Maryland area.

Behavioristic: Open to staying in new places, influenced by reviews and

Key Factors in Buyer Behavior Factors Influencing Brand Selection

Is buying behavior characterized by extended or limited problem solving?

Cider House Bed and Breakfast, Waynesboro, USA. Booking.com. (n.d.).

Google. (n.d.). Google Reviews. Google search. https://www.google.com/search

The Bowman House

Current promotion program

The Bowman House

In essence, the campaign theme's adaptability allows the clients to seamlessly

Increase interest of consumers in the target market of couples aged 25 to 34 and

Problem the communication must address:

Bed and Breakfasts are a great place to stay if you are

Product positioning/Major Selling Idea Reason to Believe/supporting information

The Bed and Breakfasts’s are positioned where it is

Campaign Theme Story you are going to tell

The story that is conveyed is that the guests deserve

Advertising appeal Rationale

The advertising appeal of the Bed and Breakfasts will

Rationale: Why this is the best choice for THE service

Creative executional Framework

Our creative tactics include working with influencers and storytelling

specific tactics for advertisements

Social Media ads:

Total Dollar Amount: $1,337.80

To book now, visit our website at www.waynesborobnb.com or call 540-471-8998 for

Gender Male and Female

Demographic Young Couples

Narrator Upbeat female voice

Vocal Direction Calming and happy

Sound Effects Birds chirping in the morning

Total Dollar Amount: $12,870

Why Choose [Bed and Breakfast Name]?

Feel the {Bed and Breakfast Name] Difference

Total Dollar Amount: $2,557

Implement targeted sales promotions to increase bookings to the bed and

Objective 2: Increase off-season bookings by 5% through the implementation of

Total Dollar Amount: $150

Through careful consideration of the target audience’s preferences and

Looking ahead, the end-of-the-year evaluation of the current marketing plan

Cider House Bed and Breakfast, Waynesboro, USA. Booking.com. (n.d.).

Google. (n.d.). Google Reviews. Google search. https://www.google.com/search