ALH Group: Comprehensive Promotional Campaign Report and Analysis

This report provides an in-depth analysis of a promotional campaign for the ALH Group, a leading hospitality company in Australia. The report begins with an executive summary and a letter of transmittal, outlining the campaign's objectives and scope. It delves into the company's overview, highlighting its diverse services and extensive operations, followed by a detailed examination of the promotional mix, including advertising, personal selling, sales promotion, public relations, and direct marketing, with a particular emphasis on social media marketing. The report identifies the target market, which includes business customers, event management companies, individual customers, and tour operators, and defines the communication objectives, such as creating awareness, enhancing sales, and gathering customer reviews. A competitor analysis focuses on the Mantra Group, evaluating its strengths and marketing strategies. The report also outlines the communication channels used, including social media platforms like Facebook, YouTube, and LinkedIn, as well as email and text messaging. It proposes a campaign duration and provides methods for evaluating the campaign's effectiveness, such as metrics software and share score. Finally, the report includes a budget and conclusion, summarizing the key findings and recommendations for the promotional campaign.

Running head: PROMOTION 0
PROMOTION CAMPAIGN

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Executive summary:
It is the report that discusses about the firm called ALH group. This report focuses on the
company overview along with the discussion of importance of promotional mix for the company.
It mainly focuses on the use of social media marketing to enhance business. The competitor’s
analysis should be done in order to find out the strategies of the competitors so that effective
promotional tools can be used by ALH group to cater the market.

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LETTER OF TRANSMITTAL
Somesh …..
Marketing manager
ALH Group of hotels
August 30, 2017
The management
ALH group of hotels
Dear Management,
I submit herewith a proposal in support of the research conducted and development of the
promotional campaign for the company. This campaign is developed in accordance with the
market analysis.
I request the funding of $ 18000 for this proposal. It will take around 6 months to conduct as the
activities to get the efficient output from the same.
This proposal clearly mentions the activities that are required to be conducted in order to
promote the company’s services and products. Budget is also mentioned at the last.
Your consideration of my proposal is greatly appreciated.
Sincerely,
Somesh ….
Enclosure: promotional campaign report

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Table of Contents
Introduction: Overview of the company:....................................................................................................1
Promotional mix:.........................................................................................................................................1
Target market:.............................................................................................................................................3
Communication objective:...........................................................................................................................4
Potential competitors:.................................................................................................................................5
Communication channels used:...................................................................................................................5
Evaluation of the campaign:........................................................................................................................7
KPI: Key Performance Indicator...................................................................................................................7
Budget:........................................................................................................................................................8
Conclusion:..................................................................................................................................................8
References:..................................................................................................................................................9

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Introduction: Overview of the company:
ALH group is the hospitality group in Australia that is considered as the market leader in the
industry. It serves the market and the customers with variety of services such as gaming, sports,
bars, accommodation, cafes, restaurants, retail, nightclubs, bistros etc. ALH group is practicing
continuous efforts in making the services better by providing better experiences to the customers.
The company has very large operations which can be analysed by its operations at 330 venues. It
serves people with 57,000 meals a day and provides them accommodation of around 1800
rooms. The company has around 15000 employees. There are many brand associated with the
company such as BWS, Dan Murphy, feast etc. They believe in the strategy of localization and
make the venues with the local touch so that it can serve the services the customers with the local
theme.
Promotional mix:
Promotion mix involved the strategy to promote the products in the market. Marketing is
important to done in order to make the people aware about the products. Promotion is one of the
major tools that help in marketing of the products such as:
Advertising: advertising is the strategy that helps the company to promote the goods and service
by making non personal presentation in order to attract the customers. It is the pull strategy that
helps the company to instigate the customers to buy the products (Mangold and Faulds, 2009).

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ALH group needs to advertise their services with the help of television advertisements. This
form of broadcasting advertisement helps the customers to know about the properties that fall
under the services of ALH group.
Personal selling: in this form of promotion, the sales man directly contact the customers and
make them aware about the products and service the company is offering. This method can be
used by ALH group but it may not be as effective in its case as it is impossible to contact the
customers directly (Sagala, Destriani, Putri and Kumar, 2014).
Sales promotion: sales promotion one type of technique that helps the company to distribute the
samples of the products or brochures of the services to image sales. This can also be used by the
company.
Public relation: it is also one of the promotional tools. This can be used by conducting the
campaign that helps the company to make the relation with the public. This can also help ALH
group to communicate with the customers.
Direct marketing:
It is the most important and the major tool that should be used by the company like ALH groups.
It is tool that helps the company to use internet marketing techniques in order to reach the
company (Oladepo and Abimbola, 2015). ALH group can use this tool by promoting its services
on social networking sites and running a campaign online that allow the customers to boo their
rooms or take the services in a month and get benefits on their net visits or purchase. This
requires the company to develop a digital marketing team nada los to develop a contact that
needs to be posted on the social media marketing channels (McCartney, Butler and Bennett,
2008).
There are different ways in which the company can directly reach the customers:
 Social networking sites

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 E-mails
 Website
 Text messaging
Target market:
Target market is the market segment that has been selected in order to sell the products and the
services. This market is the group of customers who are most related to the services or the
products that the company is offering (Kitchen and Burgmann, 2015). There are can be various
target market for ALH group in order to enhance their sales.
Business customers: The major group that needs to be targeted by the company is the business
group who needs to conduct meetings, parties, conferences etc. in the hotels. ALH can make
collaboration with these business companies and fall in the contract that binds both the
companies to work with each other.

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Small event management companies: most of the people these days contact the small event
management of the firm to plan any event for them (Papasolomou and Melanthiou, 2012). If
ALH group have collaboration with those event management companies then it will become easy
for them to have more customers at their venues.
Individual customers: individual customers who travel frequently or loves to party on their
weekends can also be the target market for the company. Providing group offers to the customers
can helps the firm to get large number of customers (Armstrong, Kotler, Harker and Brennan,
2015).
Tour operators: they are the best source to have large number customers in the hotels. Tour
operators plan group trips for the people and attracting those tour operators for coloration can
help the firm to get high number of customers (Ivy, 2008).
Communication objective:
Communication objectives of the company can be defined as the gaols that need to be achieved
by the company by communicating with the customers (Tuten and Solomon, 2014).. Following
are the communication objectives of ALH group from the promotional campaign:
Creating awareness: This is one of the major objectives of the company that needs to be attained
after the promotional camping is over. Creating awareness is very necessary to instigate the
sales. If the customers do not know about the products or the services, the company is oaring
then it is not possible for the company to attain the sales target. ALH has to create awareness
about their presence by social media tools such as Facebook, instagram, YouTube etc. by posting
the videos and photos so that people gets to know about the same.
Enhance sales: this is the ultimate objective of any of the company to enhance the sales. ALH
group also has the same objective behind the promotional campaign. The promotional campaign
of using social networking media in order to promote the products and services can helps the
ALH group to enhance its sales. This is because social media promotion helps the company to
have larger reach. Customized emails can be sent to the different customers according to their
requirements.

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Get the reviews: Social media promotion also helps the company to have the idea about the
customer satisfaction from the service (Heymann-Reder, 2012). If any of the post is posted by
the company on the social media portal then the customers can easily post their reviews at the
same time. This enables the firm to know about the satisfaction level of the customers from the
services they are using.
Potential competitors:
Mantra group:
It is the major group that can act the competitors or ALH group in Australia. It is also one of the
leader hospitality enterprises in Australia that have many properties. The company provides the
service to the customers with all the luxury accommodation from hotel to resorts to the
apartments. The company has the portfolio of around 125 and more properties with 20,000
room’s accommodation. The major strength o the company is its sales support. The company’s
sales support is so effective that they reach to every corner of the country to target the customers
who are relevant (Kaur, 2016). The employee strength of the company is more than 5500 and
thus they can easily manage the different functions such as sales, marketing, operations, HR etc.
it has been identified that the company is focusing on the IT installation in its functions
especially for marketing. This is because they know that online marketing is the very important
aspect of marketing these days. The company has enough promotional resources and thus
marketing and promotion its products and services at very high rate.
Communication channels used:
Different communication channels can be used to promote the products and the services, the
company is offering:
1. Social media channels: These are the channels that help the company to interact with all
types of target market with the social media sites. Some of the channels of social media
are:
Facebook: It is the channel that can be sued to post the videos and the pictures of the
properties, the company owns. This can also be used to post different types of ads at the

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vents that are going to be conducted at different places, different firs can be given to the
customers who are following the link posted. Different survey forms can be posted so
that the customers can fill those survey forms to provide the information about their
experiences with the services.
YouTube: YouTube is the channel that allows the companies to post their videos. The
views on the YouTube provide the idea of the awareness of the services the company is
offering (Hoffman and Fodor, 2010). It also helps the other hospitality companies to
know about the quality of services of ALH group. They may contact the group to join
them.
LinkedIn: this network can be used to interact with the business people who need to take
the services of hospitality. This portal allows the company to make the business people
aware about the presence of brand in the market.
2. E mails: E-mails can be used to generate customize offers for the customers and retain
the same for long time. This helps the company to provide exclusive offers to the loyal
customers and new offers to the new customers so that they can be made loyal. E-mailing
the offers arbour the services helps the company to reach the target customers and to get
the response from the same.
3. Text messaging: it can also be used by the company to provide the information about the
discounts and the offers available for the customers.
Duration of campaign:
Overall time for the campaign is: 3 months
Emails: for 1 month
Social media post: daily for a month
Text messaging: for period of 3 months according to the offers available
Evaluation of the campaign:
There are many evaluation methods that can be used for evaluating the social media campaign
that have been conducted by the company:

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1. Metrics software: It is not that easy to measure and value the success of the social media
campaign. This is because it is not just counting the numbers of followers on the online
site. It is more than that. Metrics software has been developed by the companies in order
to measure the success of the online marketing campaign (Kim and Ko, 2012). One of the
software is Kiss metrics; this software helps the company to track the visits of the
individuals or the group of similar individuals or nay other users.
2. Share score: this is another important method to evaluate the success of the social media
promotional campaign. Different factors have been considered in order to calculate the
share score of the website or the post. Any post posted by the company can be shared by
the customers or the viewers, it also get some comments and likes. All these are
calculated and given different weightage (Michaelidou, Siamagka and Christodoulides,
2011). Thus the final calculation of the success is conducted in order to find out the
effectiveness of that particular post. Analysing the share score helps the company to
evaluate that which post is making great effect on the views and which post is becoming
popular. This also let the company know about the choice of the people.
3. Revenue per channel: It can be passed by the tool called Google analytic. It is the tool
that helps in assessing the revenue that has end generated with the help of the social
media tools used in the campaigns by the companies. After tracking the record of the
views, the told is used to assess the associated revenue. This helps to evaluate the actual
success of the social media campaign in terms of ROI.
KPI: Key Performance Indicator
The key performance indicators can be defined as the indicators that help in assessing the
performance of the company. It provides the information about the areas through which the
performance of the campaign can be assessed in this case. The key performed indicators for
assessing the performance of the social media campaign are:
Increase in sales: this is the most important objective and the most important aspect that needs to
be considered in order to judge the effectiveness of the campaign. This is because increase in

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sales is the objective of the plan; if there is increase in sales then it is assumed that the
conducting the campaign is the good decision for the company.
Online bookings: Social media campaign is generally made in order to attract the customers who
are very frequent visitors on the social media sites. It is very obvious that if the customers are so
techno savvy then they try to book things online rather than offline booking. So, increase in
online bookings can be also being the key performance indicators that help in determining the
success of the social media campaign conducted by the company (Papasolomou and Melanthiou,
2012).
Conversion rate: It is very important to convert the customers into the consumer. Everyone who
likes the page or the post posted by the company does not necessary be the customers or the
consumer of the services the company is offering the market. Thus, it is require checking out the
conversion rate of the customers into the consumers or in this case it can understand as the
conversion rate of the views into the customers.
Budget:
Resources and activities Expenses
Hiring $ 4000
Training $ 3000
System installation $ 6000
Developing software $ 3000
Other expenses $ 2000
Total $ 18000
Conclusion:
The report concludes that ALH group is the hospitality group in Australia that is considered as
the market leader in the industry. It serves the market and the customers with variety of services
such as gaming, sports, bars, accommodation, cafes, restaurants, retail, nightclubs, bistros etc.