Cider House,

Heritage Hill, &

Bowman House
IMC Plan Presentation

PRESENTED BY:

Abby Cain, Matthew Dunda, Victor Hartley,

Avery Odell, Ashlyn Rogowski, and John Shields
To the Moon Marketing Marketing Plan

Marketing Goal
Increase the number of
bookings/reservations among
regional customers by 20% by
December, 2024.
To the Moon Marketing
Communication Objectives
Increase the percentage of consumers in
the target market consisting of solo
travelers & outdoor enthusiasts, and
couples with and without kids within the
35-55 age range, who are aware of Cider
House, Heritage Hill and Bowman House
Bed and Breakfasts by 35% by September,
2024 by using social media, digital
marketing, traditional/print advertising,
support media, and PR/publicity.
Increase awareness of consumers in
the target market by 40% consisting
of middle aged couples and hikers
who have interest in Virginia’s rich
history, outdoor and grounding
activities, exploring small towns, and
local eats from March to September,
2024 through social media and digital
marketing.
Marketing Plan
Increase desire of consumers in the
target market of middle aged couples
and hikers who have desire to book a
room at Cider House, Heritage Hill and
Bowman House Bed and Breakfasts
Increase interest through during the months of December-
the number of repeat March by 70% by March 2025 by using
digital marketing, traditional/print
customers by November
2025 by 25% for Cider advertising, social media, and
House, Heritage Hill and PR/publicity.
Bowman House Bed and
Breakfasts by using
paid/organic search, email,
social media, and support Increase the number of reservations
media. at Cider House, Heritage Hill and
Bowman House Bed and Breakfasts
during the months of December-
March by 40% by March 2025 by using
traditional/print advertising, organic
and paid search, website/digital
marketing, and email marketing.
To the Moon Marketing Marketing Plan

Primary DEMOGRAPHICS:
Middle aged couples (35-55 y/o)

Target Shenandoah Valley, DMV Region,

some East Coast
PYSCOGRAPHIC
Love the outdoors
Enjoy traveling and
exploring small towns
GOAL
Experience a romantic,
kid-free getaway
To the Moon Marketing Marketing Plan

Secondary DEMOGRAPHICS:
Solo & small group hikers (25-
40 y/o)
Target Highly populated Virginia &
East Coast cities
PYSCOGRAPHIC
Adventurous and on-the-
move
Seeks unique experiences
GOAL
Looking to experience peacefulness
and receive traditional southern
hospitality amidst their ventures
To the Moon Marketing Marketing Plan

Hal Wilson
Demographic
Age: 50
Race: White
Gender: Male
Marital Status: Married with 5 kids
Income: $135,000
Education: Bachelor’s in Finance
Current Job: Data Analyst
Personality Brand Interests
Very family oriented
Loves the outdoors
Values exercise
Very sociable & extroverted
To the Moon Marketing Marketing Plan

Gabby Jones
Demographic
Age: 37
Race: Black
Gender: Female
Marital Status: Longterm relationship
Income: $75,000
Education: Bachelor’s in Environmental Science
Current Job: Environmental Consultant
Personality Brand Interests
Nature lover
Loves traveling and gardening
Yoga Enthusiast, enjoys
meditation, animals, and hiking
Vegetarian diet
 Marketing Plan

Campaign Theme
Experience comfort, discover
your second home.

Other than shelter, the B&Bs are filling the

psychological need of belonging and love. B&Bs
are offering a solution of a place to stay for the
weekend, weekday, or for the night for a hiker, but
promises personalized service and quality of
living that is reminiscent of home (but better).

Use of this service will allow customers to feel

relaxed and connected after a hike or a stressful
month at work, allowing for a complete getaway.
 Marketing Plan

PR/Publicity
10%

Support Media
5%
Traditional
25% Budget Breakdown
Media Plan consisted of Traditional, Digital
(including Email), Social Media, Support
Media, and PR/Publicity recommendations
and deliverables.

Social Media TRADITIONAL:

25% $6,250.00
DIGITAL:
$8,750.00
SOCIAL MEDIA:
Total:
Digital
$6,250.00
SUPPORT MEDIA:
$1,250.00
$25,000
35% PR/PUBLICITY
$2,500.00
To the Moon Marketing Marketing Plan

Traditional Advertising
Increase desire within both segments of the target market by 70%

PLACE BROCHURES & ADVERTISE ON LOCAL RUN PRINT ADS IN

RACK CARDS IN LOCAL NEWSPAPERS
COFFEE SHOPS, SMALL
RADIO STATIONS LIKE THE NEWS
RETAILERS, AND (RICHMOND, NOVA, VIRGINIAN AND THE
WAITING AREAS WAYNESBORO) DAILY PROGRESS
To the Moon Marketing Marketing Plan

Digital Marketing
Increase awareness and interest of repeat customers by 25%
and number of reservations by 40%, especially between
December and March, to better reach the DMV locations.

CREATE DEVISE AN UPDATED REACH 10,000

CAPTIVATING AND AND FLUID LANDING IMPRESSIONS PER
MONTH VIA BANNER
PERSONALIZED PAGE WITH HIGH DISPLAY & POP-UP
WEEKLY & SEASONAL QUALITY CONTENT THAT ADS ON RELEVANT
EMAIL NEWSLETTERS FEATURES ALL 3 B&BS SITES
To the Moon Marketing Marketing Plan

Social Media Marketing

Increase brand awareness of all three bed and breakfasts by 40% across
both segments of the target market.

CREATE A UNIFIED DEVELOP KEY WORD ENCOURAGE UGC

SOCIAL MEDIA SEARCHING AND AND INFLUENCER
CONTENT MARKETING TO
PRESENCE ON OPTIMIZATION TO
PRIMARY INCREASE MONTHLY ALLOW CONTENT TO
PLATFORMS CLICKS SPAN FURTHER
To the Moon Marketing Marketing Plan

Support Media Marketing

Increase interest through the number of repeat
customers/reservations by 25%

IMPLEMENT A REWARD CREATED BRANDED

MERCHANDISE LIKE HOTEL
SYSTEM FOR RETURNING
KEYCHAINS, WINE
CUSTOMERS AND GLASSES, & MUGS, AT
REFERRALS B&BS/LOCAL EVENTS
To the Moon Marketing Marketing Plan

PR/Publicity Advertising
Increase the percentage of potential customers and further
desire to book by 35%

CO-SPONSORING TABLE & ATTEND EVENTS REACH 50,000 PEOPLE

WITH 5+ LOCAL VIRTUALLY THROUGH
RIVERFEST FESTIVAL BUSINESSES WITH A PARTNERSHIP WITH
AND OTHER EVENTS INTERACTIVE @WITHSUNSHINESOL
IN WAYNESBORO GIVEAWAYS/ACTIVITIES USING A PULSE PROGRAM
To the Moon Marketing Marketing Plan

Any Questions?
ASHLYN ROGOWSKI ABBY CAIN
ROGOWSAE@DUKES.JMU.EDU CAINAE@DUKES.JMU.EDU

MATT DUNDA
DUNDAMJ@DUKES.JMU.EDU
AVERY ODELL
ODELLAJ@DUKES.JMU.EDU

VICTOR HARTLEY JOHN SHIELDS

HARTLEVA@DUKES.JMU.EDU SHIELDJI@DUKES.JMU.EDU