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Co-op
up Date: |
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Prepare by Natu
Patel Region III
Co-op Committee Chair ELFA |
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| 2009 up date:
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The Choice Co-op Marketing Program
supports Choice hotels joining forces to increase revenue and
brand awareness at the regional, state and local level. By becoming
an active co-op member, hotels can maximize their marketing
budget and achieve greater marketing reach and frequency.
The Choice Co-op Marketing Program is divided into 13 co-op
regions (U.S. only) with each region having its own volunteer
franchisee leaders. Choice Hotels will contribute $2 million
in 2009 to this co-op marketing program, and membership fees
are set by the regional co-op groups. The membership fees and
Choice funds are combined to strengthen the marketing efforts
for participating hotels at a regional, state and local level.
For an average annual participation cost of just $700, hotels
experience many benefits, including:
• An
average annual return of more than $11,000 for co-op rate plans
and offline promotions.*
• An
average annual return of almost $13,000 for online promotions
like banner ads and keyword buys.**
• Increased
exposure and brand awareness.
• Millions
of online and offline brand impressions.
• Member-only
regional and state co-op websites.
• Banner
ads on leading travel websites.
• Dedicated
Pay-Per-Click campaigns.
• Keyword
buys on major search engines.
• Linking
and directory strategies.
• Specialized
and niche marketing.
• Newspaper
and magazine advertisements.
• Trade
show participation.
For more information about the Choice Co-op Marketing Program,
please visit ChoiceCentral.com ? Marketing ? Choice Co-op Marketing
Program. You can also contact your brand performance consultant
(BPC) or your ELFA/ROA regional director. *Based on 2007 Choice
Co-op LSRP reports. Based on 2007 electronic marketing campaign
revenues. |
| 2008 up date:
- |
The regions will again be
focusing on brand awareness and guest relations at the Region,
State and Local level to create fresh, innovative marketing,
following the behavior of the guest booking and travel patterns
to raise ADR/RevPAR (without additional discounting).
To continue your membership or to become a member of your
regional co-op program, you must complete the co-op enrollment
form by October 1, 2007. On your October 15 th 2007 franchise
statement you will be billed for your annual co-op participation
for 2008.
Early billing allows the regional co-op to gain better placement
in advertisement. Hotels not signing up for enrollment for
2008 will be removed from all marketing programs and as well
as reporting. Only co-op member hotels will show at the reservations
for sale from promotions of the co-op,
All regions did an excellent job managing co-op marketing
dollars to market their co-op member’s hotels and almost
all hotels received increased revenue from co-op marketing
and showed a higher return on investment. Continued co-op
marketing is a way to promote your state and local area. We
will continue to increase brand awareness and build a bridge
between our guest and our brands. With our proven success
we expect an even greater increase in revenue in 2008 by co-op
advertisement on line and off line.
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| 2007 up date: - |
Participation includes 50
states in the 13 Regions. Mid scale is at 82% participation,
Econo Lodge at 69% and Rodeway at 55%. Choice contributed
$1.7 million in funds toward the co-op marketing programs
of all 8 brands to assist in promoting our marketing programs
and generating business to the co-op member hotels at the
Region, State and Local level.
Our Regions continue with excellence in their
promotions using on line media such as keyword buys and banner
advertisements on Yahoo Maps, Mapquest and others. Ads are
place off line in such venues as magazines, maps, brochures,
rack cards, newspapers, state guides and coupon books. Some
regions also participate in trade shows and other promotional
opportunities. |
| Important note- |
IF YOU DID NOT SIGN THE CO-OP
MEMBERSHIP FORM AT FALL REGIONALS OR PRIOR, PLESE SEND AN
E-MAIL TO NATU PATEL, bestholiday@hotmail.com
or call your Regional Director. Don’t miss out on this
great opportunity – you’ll be a winner! |
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