Adrian Awards 2017
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Entry Title
Best Western's I Care, Every Guest Every Time
Division
Public Relations
Category
EMPLOYEE PROGRAM
Sub-category
PR Campaign
First Name
Kelly
Last Name
Dalton
Marketing Objectives:
Clearly state your marketing goals.
What did your company strive to achieve using this piece or program?
• Introduce a fun, unique training program to help front-desk staff experience real-life scenarios to help them prepare for varied situations. Talking to an Avatar – as opposed to a role-play situation – helps the staff member serve the customer the same way they would in a real moment-in-time. • Identify one key trade publication to provide exclusive information on the program, showcasing Best Western as an innovator in the lodging industry. This would target developers and employees with a leadership message, demonstrating how BW is leveraging timely technologies and trends to provide optimal customer service and support.
Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.
The target audiences for this initiative were Best Western staff members (internally) but marketing focused on C-suite executives at various hotel brands, individual hotel owners, hotel developers and analysts to showcase Best Western’s innovative leadership in this space.
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.
Best Western conducted in-depth research to best understand what improvements needed to be made with their customer interaction and problem resolution strategies. The company concluded – through Today’s Travelers’ affinity for VR – that VR could be applicable to employee training. BW Hotels & Resorts partnered with Mursion to implement a new, innovative VR-training program. The program is focused on employee and customer interaction and put in place by regional service managers for each department. The unique approach offers a learning experience that cannot be attained through role playing or any other type of existing customer experience training. After researching options and developing this unique program, the company set out to introduce the training modules at all of its North American properties. The launch of the program came on the heels of a recently reimagined brand identity, which broadened the company’s appeal with a contemporary, energetic and relevant look.
Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?
• Virtual Reality is a trend in the hospitality industry and Best Western has become a leader and an innovator in this space. • There is a need for a more forward-thinking program in the hospitality industry and Best Western stepped forward, rising to the challenge. • Best Western Hotels & Resorts plans to continue to invest in technology and VR and has rolled out the EGET program and additional consumer-facing VR across all North American properties, driving a focus on Today’s Traveler and enhancing the guest experience through employee training.
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.
• Since the program’s debut, more than 2,800 Mursion simulations have been provided at Best Western hotels. • More than 10,000 staff members have received Every Guest Every Time training. • Best Western has seen a 3.62 increase in its Net Promoter Score – the number that is used to assess customer loyalty. • Hotels have seen major boosts in areas of guest satisfaction within the brand’s Medallia customer survey results. Properties on average have seen increases in nine out of ten satisfaction ratings. • Best Western’s PR team secured placements in key industry trade publications with multiple features in the top outlet of focus, Hotel Management, which is read (each issue) by more than 120,000 industry leaders – the exact target for the PR component of the launch.
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.
• Over $1.4 million was spent for materials, technology and staff to deliver the program to all North American hotels, along with additional training for all new General Managers. • The budget for PR efforts around the I Care, Every Guest Every Time initiative was included as part of Best Western Hotels & Resorts’ monthly public relations agency retainer.
Entry Award:
Silver