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PHR Marketing
At Professional Hospitality Resources, we view our marketing efforts as an integral aspect of our daily operations. We are proud of our sophisticated and opportunistic marketing strategies, as well as the processes built to track our success. Through the Sales & Marketing Division, every PHR-managed property has access to an extensive library of marketing disciplines. The responsibility of this talented group is to ensure that every property achieves its revenue and profitability goals while exceeding guest expectations.
PHR's Marketing Services include:
- Integrated marketing strategies for every property
- Processes to track results
- In-house advertising
- Media planning
- Design
- Public Relations
- Web-site design & marketing
- Marketing plan development
- Staff representation in city and state hospitality/tourism associations
PHR's system of reporting includes:
- Reservations on the Books reports
- Advertising Summary Reports
- Operator Reference Sheets
- Web Trends Reports, Web Marketing, Marketing Planning Strategy Sessions and Annual Marketing Plans
- ROI Segment Matrix
Sales and Marketing
The Marketing Department's mission is clear: to ensure that each property within the Professional Hospitality Resources portfolio exceeds fair market share and revenues, while maximizing profits and customer satisfaction. Despite the challenging environment of the hospitality industry, our marketing efforts are tremendously successful.
We also see that our staff serve on the local and state commissions that determine policy for our industry and that affect our properties. In fact, PHR has a presence on steering committees within the City of Virginia Beach Convention and Visitors Bureau, a group that allocates approximately $7 million annually and generates more than three million overnight visitors. The knowledge gleaned from these associations allows Professional Hospitality Resources to create complementary marketing strategies that merge with city-wide programs and events.
PHR is also a member of the Hotel/Motel Association, Golf Association and others.
When marketing individual properties, PHR begins with a multi-media approach to generating inquiries and room nights. Each property considers the following strategies for promotion:
- Event Marketing
- Internet Marketing
- Search engine optimization
- Paid placement
- Pay-per-click program
- Permission-based email solutions
- Paid print advertising
- Public relations
- Direct mail
- Point-of-purchase
- Packaging
- Collateral
PHR also tracks all its efforts for every property to measure response to ensure that goals are being met in terms of revenue and ROI.
Tracking options include:
- Dedicated telephone numbers per initiative
- Customized web addresses for online initiatives
- Web-tracking software, Webtrends
PHR recognizes that marketing and advertising initiatives are only as successful as the means by which an inquiry is managed. So we monitor the reservations department to ensure they are fully-educated on all promotions and product offerings. We reward high performers on closing ratios and the amount of revenue booked.
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