Hospitality Management Company Seeks Brand Audit for Property in Portfolio
The Coho Oceanfront Lodge, a VIP Hospitality Group Property
As VIP Hospitality Group, a family hospitality management group in Portland, was experiencing growth and nearing acquisition of yet another property, they reached out to McConnell Marketing to conduct a comprehensive brand audit of one of their hotels: The Coho Oceanfront Lodge in Lincoln City, Oregon. The lodge offers a spectacular oceanfront location with panoramic views and warm hospitality. The management team requested our services to ensure their marketing and communication materials both on-property and off accurately reflected the brand.
Our team worked with VIP to collect as many marketing touchpoints as possible, researched online and reviewed in depth their brand. We compiled a report and action plan to enhance the communications and marketing efforts of the hotel.
Hospitality Management Company Seeks Brand Audit for Property in Portfolio
The Coho Oceanfront Lodge, a VIP Hospitality Group Property
As VIP Hospitality Group, a family hospitality management group in Portland, was experiencing growth and nearing acquisition of yet another property, they reached out to McConnell Marketing to conduct a comprehensive brand audit of one of their hotels: The Coho Oceanfront Lodge in Lincoln City, Oregon. The lodge offers a spectacular oceanfront location with panoramic views and warm hospitality. The management team requested our services to ensure their marketing and communication materials both on-property and off accurately reflected the brand.
Our team worked with VIP to collect as many marketing touchpoints as possible, researched online and reviewed in depth their brand. We compiled a report and action plan to enhance the communications and marketing efforts of the hotel.
Client Goals
Established and achieved together
1
Identify current marketing channels, strategies and objectives.
2
Identify goals and objectives, issues and gaps in current plan.
3
Create an action plan.
Brand Review: Improve & Plan
McConnell Marketing took a deep dive into the brand materials and reputation of Coho. Our team reviewed the online reputation and content quality outside just social media sites and the hotel website, to include the hotel staff’s professional LinkedIn presence and HR online review sites (like Glassdoor and Indeed). We evaluated the design, content and readability of the website, social media platforms, ID collateral, sales and operational materials and customer review sites. By developing a ranking scale each initiative was quantified and then easily put into categories for the client to show issues and gaps. By looking carefully at content, developing a measurement tool, we were able to review materials, make simple implementation recommendations, and condense a massive amount of information into a short report that highlighted areas of weakness and action items. The goal of the audit was to provide VIP Hospitality Group a plan they could implement quickly and easily to ensure the branding and marketing communications of the hotel they managed was cohesive and accurate. Having a non-biased, external review and action plan was extremely important to this client as they were trying to maintain brand integrity of their growing property portfolio.
Brand Review: Improve & Plan
McConnell Marketing took a deep dive into the brand materials and reputation of Coho. Our team reviewed the online reputation and content quality outside just social media sites and the hotel website, to include the hotel staff’s professional LinkedIn presence and HR online review sites (like Glassdoor and Indeed). We evaluated the design, content and readability of the website, social media platforms, ID collateral, sales and operational materials and customer review sites. By developing a ranking scale each initiative was quantified and then easily put into categories for the client to show issues and gaps. By looking carefully at content, developing a measurement tool, we were able to review materials, make simple implementation recommendations, and condense a massive amount of information into a short report that highlighted areas of weakness and action items. The goal of the audit was to provide VIP Hospitality Group a plan they could implement quickly and easily to ensure the branding and marketing communications of the hotel they managed was cohesive and accurate. Having a non-biased, external review and action plan was extremely important to this client as they were trying to maintain brand integrity of their growing property portfolio.
Let’s Connect
Get in touch with a member of our team
GET IN TOUCH
