Adrian Awards 2017
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Entry Title
Inn on Fifth
Division
Digital Marketing
Category
E-mail Series
Sub-category
Digital Marketing Series
First Name
Sharon
Last Name
Fulton
Marketing Objectives:
Clearly state your marketing goals.
What did your company strive to achieve using this piece or program?
Offering a discount with all club level amenities. Create an urgency to book to quickly fill the available suites.
Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.
Past guests excluding future reservations
Research, Planning, and Implementation:
What market research was conducted prior to planning the piece/campaign? Describe the production and delivery method used to execute the project.
Need to fill Club Level Suites in February and March 2015. Sent campaign out in mid January, gave urgency to book in 10 days.
Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?
Experience the luxury, location, and amenities of our Club Level suites. Reserve before January 25, 2015, and receive 15% savings and all club level amenities on any stay before March 31, 2015.
Results:
Which of your original goals did you achieve and how?
How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns.
32.96% unique open rate, 4.25% unique clicks, 12.88% click to open rate with 1.28% unsubcribe
Please select a budget range:
Budget Continued:
Please provide as much of the following information as possible:
a) Include total budget vs. total actual cost.
b) How much revenue has the piece or campaign generated and does this amount to your goal?
c) What was the return on investment? If this information is confidential, please state as much in the text box provided.
Budget = $200 Actual = $200 Revenue = $103,199 Return - 73 Hotel Bookings/207 Room Nights
Entry Award:
Bronze