Adrian Awards 2017
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Entry Title
Rosen Reveal Magazine
Division
Advertising
Category
ON PROPERTY/IN FLIGHT-Consumer, Group Sales or Travel Trade
Sub-category
Advertising Single Entry
First Name
Mary
Last Name
Deatrick
Marketing Objectives:
Clearly state your marketing goals.
What did your company strive to achieve using this piece or program?
Introduce and engage our audience to the Rosen brand through sharing strategic and meaningful stories unique to this independent hotel company through the Rosen Reveal magazine. Distribution includes trade shows, placement (and constant replacement as magazines are taken home by guests) in 3665 guestrooms, mailings, placement in public areas on coffee tables in the hotel, its restaurants and golf course. The magazine and its articles including Harris Rosen’s personally told story are designed to draw in our audiences to our company so that they feel a part of our Rosen family. We hope that audiences to in turn are so engaged that they want to learn more about our company and offerings. When combined with other sales tactics, this interest ultimately provides a meeting or event booking. For leisure audiences, our goal is to use the Rosen Reveal to develop a loyalty with Rosen Hotels for repeat visitation.
Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.
Our primary audience is U.S. and International meeting planners tasked with planning conventions and events in Orlando. Articles are specifically crafted for planners to offer unique insights, engaging history and little-know facts in photos and storytelling that positively differentiates and elevates our hotels from the larger brands. Planners receive the magazine at trade shows, in mailings and on site inspections. Secondary audiences are meetings attendees, business travelers and leisure guests all staying at our hotels. We know that within two years, approx. 70% of Orlando visitors return. Because of this, it’s important for us to engage and form a loyalty and bond with these guests during their initial stay with us. Another secondary audience is the company’s 5,400 associates, many of whom receive copies at the company’s anniversary luncheon. The impressive stories about the owner, awards, customer service and more instill in the associates a sense ownership and pride.
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.
A small idea turned into one that touches many throughout the company. Initially, we surveyed our owner, general managers and the sales team, who all were excited by the idea of a magazine. We then surveyed meetings planners about whether they would read and value its stories as information that could ultimately influence their hotel selection decision. The response was overwhelmingly positive, so we moved forward. We developed an editorial calendar based on the stories the company had to tell and information we thought planners would appreciate learning. This year, we included a story profiling the three convention hotels, their meetings capabilities and peer meeting planner testimonials. We also partnered with Arnold Palmer Design Company who paid $6,000 allowing us to produce a special gatefold photo spread ideally showcasing their redesign of Shingle Creek Golf Club (important to planners, many of whom host one of the 13,000 tournaments held annually at the hotel course).
Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?
Our key message is The Rosen Difference. Harris Rosen is a humble and worthy “rock star” owner unlike any chain owner and our unique point of differentiation. Beyond his tourism prowess, Rosen is a prolific philanthropist, further endearing him to planners with CSR activities. He attends sites and shares personal stories. Planners resonate to his first-hand accessibility and stories with unique insights to his company and its philosophy that no brochure can provide. We realized if these stories depicting The Rosen Difference were in a magazine, they could be more widely spread. Rosen is always on the cover, which he is often asked by planners to sign during a site. His personal story provides an intimate look at the top-down leader with family photos, personal insights and candid career reflections. Carefully crafted articles provide a larger view of the company’s core values, exceptional service standard and extraordinary care of its associates which make up The Rosen Difference.
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.
We measure success by increasing demand and feedback. We increased our print run by 5,000 to 31,000 this year due to an increase in magazines being taken home by our guests, demand from planners and expanded distribution. Harris Rosen has said this magazine is “the best thing this company has ever produced.” He has never received as much feedback about his company. Guests now recognize him, asking for selfies and his autograph on the magazine. The company’s VP of Sales said of all their sales collateral, this is the most important in selling meetings. Planner Dr. Brenda Glover, AKA said “I received a copy of the Rosen Reveal during our site visit at Rosen Centre. Not knowing much about this company as we typically book chains, I read it and was impressed by the owner’s story. I learned this was a company in line with our group's core values. The illuminating personal and introspective stories – unlike typical hotel sales kits – ultimately influenced our decision to book this hotel."
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.
The magazine’s $28,000 printing cost for 31,000 copies is paid by advertising sales. The articles, photography, layout and design are shared by us and our publisher partner. We distributed an RFP to area tourism magazine publishers. We chose Morris Communications with whom we leverage their expertise and publishing resources (since this is not our primary business) in exchange for exclusive distribution of their magazines in our 3635 coveted convention hotels’ guestrooms. Together we sell advertising to their advertisers and our vendors/partners. We create the editorial outline and write stories. Morris provides design, layout and printing (ganging our magazine with one of their monthly printings, significantly reducing costs). Morris’ photographer stages shoots for the magazine, which provides the hotels with free photography for marketing throughout the year. For 5 years, the magazine has not only paid for itself, but has turned a small profit, most recently $5,000.
Entry Award:
Bronze