January 25, 2006 NEW LOGO AND TAGLINE TO COME FROM CHRIS TO PUT HERE.
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Transcript of January 25, 2006 NEW LOGO AND TAGLINE TO COME FROM CHRIS TO PUT HERE.
January 25, 2006
1983 2003 – 2004
Began as a line extension
Holiday Inn Crowne Plaza“me-too” on standards
Rapid growth years, due to nature of the
industry
1995 –
1997
Becomes simply Crowne Plaza
1993
More focus with The Place To Meet
and Sleep Advantage
Historically, we have not had a consistent or well differentiated strategy
A period of name changes and
positioning changes
Crowne Plaza puts their meetings expertise to work for
me
Expertise Support
Crowne Plaza makes it easy to achieve my goals
Productivity Success Ease
Crowne Plaza’s people understand and appreciate my
needs
Customer intimacy Sophisticated understanding
Supporting Pillars
For seasoned planners and business travelers,
Crowne Plaza makes memorable and productive meetings happen
With people, products and processes that are uniquely focused on enabling great meetings
The obligatory positioning statement
That changed in 2003 with a laser focus on the meetings segment
Ad-hoc Planner
Specialize in planning meetings for multiple internal, corporate clients
Typically work with one initiator to take care of the adminMeeting-planning is one of many roles
Outside contractors, typically working for commission, who plan the entire meeting from start to finish
Corporate Planner Independent Planner
Meeting Planner Universe
Specialize in site selection as well as guest room and meeting room procurement
Third Party Planner
Meeting Planners are our core target
Ad-hoc Planner
Specialize in planning meetings for multiple internal, corporate clients
Typically work with one initiator to take care of the adminMeeting-planning is one of many roles
Outside contractors, typically working for commission, who plan the entire meeting from start to finish
Corporate Planner Independent Planner
Meeting Planner Universe
Specialize in site selection as well as guest room and meeting room procurement
Third Party Planner
But the landscape is larger than just planners
Own the meeting objectives and big picture success/failure
Meeting Initiator
Ad-hoc Planner
Specialize in planning meetings for multiple internal, corporate clients
Typically work with one initiator to take care of the adminMeeting-planning is one of many roles
Outside contractors, typically working for commission, who plan the entire meeting from start to finish
Corporate Planner Independent Planner
Meeting Planner Universe
Specialize in site selection as well as guest room and meeting room procurement
Third Party Planner
But the landscape is larger than just planners
Own the meeting objectives and big picture success/failure
Meeting Initiator
“Relaxed Attendees”
Able to take a few days out from the routine and immerse themselves in the meeting
Stretched for time and eager to be productive in and out of the meetings
“Stretched Business Traveler”
Plans meetings is typically less than 50% of their job. Usually some level of administrative assistant, so less likely to belong to professional planning associations
Responsibility/ Career
Meeting Size/Type
Involvement
Meetings skew toward less complex, smaller and/or more localized, especially repeat meetings done annually, quarterly, etc.
Range of responsibilities from location research and coordination to attendee recruitment Initiator more closely involved than with other planner types:
Meetings are a break from usual job, but don’t have full responsibility for all decisions Initiator input is critical in selection of actual property
May or may not attend actual event
DonnaAge 53
Administrative Assistant Plans about seven meetings a year Five meetings are offsite, two-day sales meetings Uses a variety of mid-level hotels Relies heavily on phone contact and email Often goes back to “where she has been before”
Ad-hoc planners
Plan wide range of meetings from large scale events to local roundtable May do on-site meeting coordination as well
Responsibility/ Career
Meeting Size/Type
Involvement
Fully engaged: Scouts locations, is a key member of the property decision-making process along with Initiator, attends event, and conducts follow up surveys
Wears many ‘hats’ (e.g. travel coordinator, fundraiser, speaker arranger, marketer, expense manager) Long-term focus: Manage annual meeting budget, planning 1yr+ of events
In-house meeting coordinator for major corporations, law firms, academic institutions or associations Career planner with multiple years of experience at different organizations, well-entrenched in
planning associations and love what they do
MarshaAge 38
Corporate Director of Planning Came up through the ranks, used to be admin Plans about 20-30 meetings a year Uses all levels of hotels depending on need.
Knows all of the hotels in her area. Goes outside her city about 25% of the time.
Full time corporate planners
Responsibility/ Career
Meeting Size/Type
Involvement
Member of key planning associations – stays on pulse of meeting market External meeting planner brought in to deliver expert planning guidance to large and small clients Career planner paid on commission or flat fee, many with prior experience as in-house coordinator Sometimes hired by corporate planner to function as the specialist and own a portion of the process
Tend to do larger events, when a higher level of sophistication/skills is needed, from galas to multi-day conferences
Fully-engaged, similar to corporate planner Totally dedicated from scoping initial stages through to review of final bill, while likely simultaneously
planning another event
DanniAge 32
Independent Planner Used to work for DRS Corporation and got laid off – now
thriving on her own Plans about 50-60 meetings a year Typically uses high-end for “incentive” meetings and
events, or mid-range hotels for trainings and short conferences
Independent planners
Responsibility/ Career
Meeting Size/Type
Involvement
Extremely knowledgeable about the group meetings market Member of key planning associations – stays on pulse of meeting market Paid on commission Clients include Fortune 500 companies, professional associations, and government agencies
Tend to do larger events, and may offer on-sight meeting coordination
Limited engagement, once contract is handed off to client Understands that client makes final decisions pertaining to specific meeting details
Steve
Age 45
Independent contractor Used to work on property at large convention hotels Plans about 60-80 meetings a year Typically negotiates all details of RFP with hotel, and then
hands off final proposal to client
Third party planners
Meeting Initiator
Individuals that ‘own’ the meeting Primary focus is to achieve ‘big picture success
Relaxed Attendee Able to take a few days out from the routine and immerse themselves in the meeting experience
Head of Sales Initiates about 8 meetings a year Needs to keep sales team informed and motivated Very focused on the corporate image and taking care of VIPs
and speakers Typically plans an incentive meeting
Joe: Age 51
Government employee working for the Department of Transportation
Attends about four to six meetings per year
Mary: Age 35
The attendees
Stretched for time and eager to be productive in and out of the meetingStretched Traveler
Ray: Age 55
CPA with a well-known company Attends regional meetings hosted by region director
and national conferences with entire personal accountant base
The attendees
We provide an industry leading experience for meeting planners
2-Hour Response Guarantee
Crowne Meetings Director
Daily Meeting Debrief
Reinforced by extensive hotel level training and measurement tools
• Engage Training in 2003
• MSTS in 2003
• Re-engage Training in 2004
• CMD Boot Camp ongoing
• Internal Branding and
CROWNE-ometer in 2005
• Planners– Loyalty/Points program (in development)
– Business center capabilities in planner suites
– Improved meeting planner Web portal and tools
• Attendees– Improved comfortable meeting room chairs (in development)
– Enhanced meeting room lighting– Enhanced bathroom features (in development)
Future innovations will continue to focus on our meetings audience