CLUB BALAI ISABEL

MARKETING PLAN OBJECTIVES

To promote and create widespread awareness of the resort for both domestic
and international
To encourage potential guests to consider the resort as a weekend get-away
To invite companies and organizations to hold their corporate meetings,
seminars, etc. in the resort
To tap OFWs to stay with their family in the resort during their short vacation in
the country
To create loyalty reward programs that will promote loyalty to frequent guests of
the resort
To offer the resort as a good venue to hold functions like wedding, birthdays,
anniversaries, etc. by providing different packages that will suit clients and
needs.

IDEAS & ACTION PLANS

Creating widespread awareness by tapping targeted market, newspapers and

magazines
Village Voice (leaflet insertion or colored print Ad advertising). The
circulation of Village Voice newspapers are in Class A executive
villages, subdivisions and condominiums in Mega Manila
particularly Dasmarias Village, Forbes Park, Valle Verde,
Greenhills, Ayala Alabang, etc.
Be featured in travel magazines like Mabuhay, Travelife Silver Kris,
Jet, and other magazines offered by different airlines that travels to
the Philippines etc.

Creating widespread awareness thru television shows:

Sponsor and be featured in Travel Shows
Trip na Trip (ABS-CBN)
Executive Class
Balikbayan (Q TV)
On foot (Living Asia)
Other shows that features and promotes weekend get-away or places to
see and visit
The Beat (Q TV)
Fit & Fab (Q TV)
Sports Unlimited (ABS-CBN)
Kids on Q (Q TV)
Day-Off

TV shows that hold off site venues or holding it outside of the TV station
premises especially during summer season
ASAP
S.O.P.
Eat Bulaga
Boy & Kris
Sis

Join travel and trade shows exhibits here and abroad (at least in neighboring
countries)

Priority countries to join travel exhibits to should be based on the Top 10

lists of Dept. of Tourism with most number of foreign visitors in the Phils.
at present and previous year to serve as a good reference. List can be
secured from Dept. of Tourism. Schedule and lists of travel exhibits
abroad can be inquired from DOT.

Secure calendar of exhibits and events for the balance year and for the
coming year from the events admin office of SMX, SM Megamall and
World Trade Center where most of the exhibits and trade shows are
happening. This is for the marketing team to validate, study and plan
which among the exhibits or trade shows can be participated by the resort
based on the type and economic class level of their target market or
attendees.

Have the resort be accredited by the Department of Tourism and be listed in their
list of priority tourist destination and accommodation in Batangas. Once
accredited, have the DOT accreditation seal be included on all the resorts
merchandising, promotional and advertising materials

Resort Membership Concept

Offer at least limited numbers of Corporate and Individual membership
which will be the resorts base regular clients. The resort marketing team
can either assign two of its personnel to tap companies initially thru
telemarketing or can get services of a telemarketing group whose
specialty is offering memberships of hotels and resorts. It is the discretion
of the resort management if to offer the membership for a period of one
year only or depending on the result of initial year run of the program.

Corporate tap companies and offer membership for certain fee.

Create membership package that will be attractive to the company
to consider by giving them discounts if they hold their company
events, seminar or training in the resort. The validity of the
membership should at least be for a year.

Individual - offer to individuals who are fond of traveling or are

used to get membership in either hotels or resorts. Validity of
membership should at least be for a year.

Tie-up with Credit Card Institutions or Companies

Credit card companies like Citibank, BPI, Diners, Standard Chartered,
BDO, HSBC, AMEX, etc. either offers 0%, pay light or installment terms
of travel packages to all its card holders.

Join Family Days activities or events of the high end schools at least in nearby
areas such as Metro Manila, Batangas, Tagaytay, Laguna and Cavite thru an
ex-deal sponsorships

Tap and join the family day activities of the high end schools like Ateneo,
La Salle, Poveda, Xavier, ICA, St. Paul, San Agustin, Assumption, OB
Montessori, Brent School, International School, etc.

The promo offer is either printed at the back portion of the

statement of account or a separate leaflet is inserted inside the
statement of accounts envelope. This is one avenue to promote
the resort and offer stay at a more affordable manner for its card
holders. Additional discount while staying at the resort can be
offered for those card holders who will use the card where the
resort have tie-up with.
Best time to have consider tie-up is towards the peak season
Additional perks can be offered during lean season

Have a booth equipped with AVP of the resort and its facilities.
Give out brochures and leaflets
Offer discount during the family days event
Sponsorship should be in a form of an ex-deal (free
accommodation gift certificates to be raffled off during the family
day program)

Saturate and have a tie up with country clubs, high end executive villages
association and even high end type community and/or organizations

Tie-up and have a schedule of highly attended activities of exclusive and

high end villages like Ayala Alabang, Alabang Hills, Pacific Village, Valle
Verde, Wack-wack Village, etc. to have a booth that will promote the
resort during their big events like Golf Tournaments, Christmas Parties,
Etc.

Tap high end Rotary Clubs and offer discounts for its members (Ex.
Rotary Club of Makati, Alabang or Muntinlupa, Quezon City, Paraaque,
etc.)

Offer beneficial tie-up to organizations or communities (socialite

organization for women, different ambassadors or consulate wives
organizations, etc. that creates and come up with different fund raising
projects (Example: The concept is for the organization to sell or offer
accommodation packages wherein they will offer it at resorts published
rates and whatever discount the resort will give will directly go to the

organization thus, the discount will not be enjoyed by the individual who
bought the accommodation certificates from the members of the
organization conducting the fund raising project).

Come-up with calendar of activities, events and promotions that will encourage
accommodation in the resort

Offer the resort to high end schools Parents Association as a venue for Father
and Son Camping, Association Team Building venue, etc.
(Example: La Salle conducts a once a year Father and Son Camping in
different resorts in Tagaytay, Batangas and Pampanga for all its Grade 4
and Grade 5 students. The resort cater the 5 meals per day food for all its
attendees which consist of students, fathers, teachers, helpers, etc. Also,
the La Salle parents association or EPA conducts an off site team building
and planning sessions in different resorts and/or hotels)

Come up with Promotional Packages such as:

Golf Package
Taal Adventure Package
Feel Good Tour Package
Weekend Family Get-Away Package
Weekend Vacation Treat Package
Active Days Package

Come-up with Social Packages such as:

Grand, Elite & Classic Wedding Package
Grand & Classic Debut Package
Kiddie Birthday Package, Baptismal Package
Other Packages such as:
Stay & Learn Package
Educational Trip / Day-Tour Packages
ACTION PLANS:

Personal Sales Calls

Telemarketing
Leafleting in Malls for our Social Packages
Billboard in Sta. Rosa & Silang
Print-Ads thru X-deals
TV / Radio exposures
Join Travel Trades / Local & Abroad
More Gimmicks in the Site (Acoustic Band playing every weekend)