#unfilteredtowneplace suites “gets” millennials to position towneplace ... travelers ....

#UNFILTERED

@PerformPR_DC

#MEETTHESQUAD

JANA KELSEY

KENYA

RYAN

SARAH

“Perform PR is a hard working team dedicated to your needs, and obsessed with delivering tactics driven by market insights. Whether through short

term travel experience, or by completely reinvigorating a time-tested brand, Perform PR offers

the best in Millennial-targeted communication strategies.”

#MissionStatement

#THESITUATION While most extended-stay hotels offer similar

guest experiences, presence in spaces like social media and social responsibility are major

differentiators in this market.

→ Inconsistent social media platforms

→ Lack of TPS-specific social initiatives

→ Equal amenities to competitors

→ Geographic expansion

→ Award recognitions

→ High demand for extended stay hotels

OVERARCHING #GOAL

MILLENNIAL AUDIENCESThe WORKAHOLIC Millennial

Age 22-30

The BRIGHT EYED MillennialAge 18-22

The Millennial LOVEBIRDSAge 25-34

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#NoStressWithTPS

Lucy Silverstein (27)

Consultant at Deloitte

Graduated from University of Arizona

with a Bachelor’s Degree in Business Management

Still paying off student loans.

$70,000/year

Has stayed at Marriott hotel and is aware of extended stay, but has never stayed in one

#BAES

#WINNING MESSAGE

TownePlace Suites is a reliable place to stay that helps keep you productive and upbeat

during your work week.

OBJECTIVES#wegotthis

● To prove to audiences that TownePlace Suites “gets” Millennials

● To position TownePlace Suites as the premier hotel for Millennial business travelers

STRATEGIES1

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Be newsworthy, experiential, and tell Millennials that TPS is fun

TPS is a lifestyle choice, not just a place to sleep after work

Who: Millennial Business Travelers

What: Giant Stress Ball Pit

Where: CityCentre in Houston, TX

When: December 2016

work

INSIGHTSMillennials are the most

stressed-out generation

By 2020, will form 50% of the workforce

“Missing out on sleep, working non-stop on the plane or train, and eating unhealthy foods are all

common habits of the business traveler lifestyle”

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MEDIA TARGETS & HEADLINES

JoNel Aleccia, NBC

@JoNel_Aleccia

Patricia Reaney, Reuters

@Patricia Reaney

Steve Campion, ABC

@SteveABC13

Alexandra Wolfe, WSJ

@AlexandraWolfe

Robert Klara, Adweek

@UpperEastRob

#StayWithYourSquad

Alexander Chang (21)

Student at 4-year University

Completing his Bachelor’s Degree

Relies on parents’ income, but also has a part-time job to make

money for personal fun. $8,500/year

He has never heard of TownePlace Suites, though he is familiar with the Marriott brand.

#BAES

#WINNING MESSAGE

TownePlace Suites offers financially feasible lodging

for lengthy vacations, in over 250 locations across

America.

OBJECTIVES#wegotthis

● To improve Millennial loyalty through increased CSR efforts

● To increase the number of Millennials staying at TPS during Spring Break

STRATEGIES1

2

Tap into preexisting humor and trends on social media to effectively communicate more serious values of the brand

Interact with students through quizzes and apps they already have on their phones

Who: College Students, RAINN, Lyft

What: Offering free rides to college students who stay at TPS locations

Where: Nashville, Panama City, Toronto, Denver & Hershey

When: March 2017

INSIGHTSMillennials are best reached through values-driven marketing

84% of millennials say a company’s social responsibility influences their decision to spend money there

Squads are a popular trend -There are over 1,500,000 pictures

tagged as #squadgoals on

Instagram

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MEDIA TARGETS & HEADLINES

@EugeneLeeYang

Eugene Lee Yang, Buzzfeed

Andrew Liu, Explore. Dream. Discover.

@Andrew2Liu

Jenn Flowers, AFAR

@JennFlowers

Erin Lowry, Broke Millennial

@BrokeMillennial

Amy Risley, A Hotel Life

@AHoteLlife

#HowLongIsYours

Play the video!

Naomi Canty (24) & Keenan Saffour (29)

Publishing Editor; Professor & Ph.D student

Bachelor's degree; Pursuing Ph.D

$30,000 - $57,000

Have never heard of TownePlace Suites, though have stayed at a Marriott hotel

#BAES

#WINNING MESSAGE

TownePlace Suites offers affordable housing for couples to have a relaxing vacation all across

the U.S.

OBJECTIVES#wegotthis

● Show that extended stay can be a romantic, fun, and adventurous time for couples

● To engage Millennials through topical humor and trends

● Heightening social media and website traffic/use

STRATEGIES1

2

TPS is committed to providing the space for couples to grow and display their relationship

Create a viral, edgy, and likeable campaign that grabs attention

Who: Millennial couples, Weber Grills

What: Video contest to win a free BBQ party

Where: The winner’s nearest TPS

When: The “Longest” Day of the Year: June 21, 2016

INSIGHTSMillennial couples are more likely to spend

money on travel than past generations.

They listen to their friends’ shares and suggestions.

Millennial couples are more likely to display their relationship using

social media.

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MEDIA TARGETS & HEADLINES

Mitch Moxley, Roads and Kingdoms

@mitch_moxley

Genevieve Shaw Brown, ABC

@GSBrownABC

Ben Pundole, A Hotel Life

@AHotelLife

Nancy Trejos, USA Today

@NancyTrejos

Mariah Summers, BuzzFeed

@MariahJSummers

TIMELINE

#NewYearNewYou

BUDGET

EVALUATION

3,000 shares with #NoStressWithTPS

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#NOSTRESSWITHTPS

3,000 people

10,000 stress balls

30% increase in Facebook, Twitter followers

25% increase in Millennial TPS stays

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#STAYWITHYOURSQUAD

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#HOWLONGISYOURS

1,000 video submissions from couples

Increase traffic to TPS website by 30%

#Blessed

QUESTIONS?Contact us:

PerformPRdc@gmail.com

http://www.theatlantic.com/international/archive/2014/06/how-Millennials-are-changing-international-travel/373007/

http://www.business2community.com/pinterest/millennials-majority-pinners-love-pinterest-01214692#lkUSVk1wKBcmHg5L.97

http://www.conecomm.com/csr-and-millennials

http://www.theatlantic.com/health/archive/2014/08/the-psychology-of-oversharing-facebook-couples/376112/

http://www.businessinsider.com/millennials-are-the-most-stressed-out-2015-

http://www.forbes.com/sites/louisefron/2015/12/13/why-millennials-dont-want-to-work-for-you/#4dfa82843ed4

https://www.pwc.com/gx/en/managing-tomorrows-people/future-of-work/assets/reshaping-the-workplace.pdf

http://time.com/2921324/most-stressed-out-cities/

http://www.ceir.org/millennials-are-value-driven-shoppers-plays-out-exhibition-industry

http://www.cnn.com/2012/09/03/travel/beating-the-stress-of-business-travel/

SOURCES