CMNS 305: Marketing Proposal for Dorman Point Lodge by the Sea

This document presents a comprehensive marketing proposal developed for Dorman Point Lodge by the Sea. The proposal aims to increase the lodge's visibility and attract more visitors through a multi-faceted approach. It includes a letter of transmittal, a marketing letter designed to entice potential guests with the promise of a luxurious and relaxing experience, and a media release announcing the lodge's seventh anniversary and a gala event. The proposal also features a six-panel brochure providing an overview of the lodge's offerings, amenities, and community initiatives. The introduction outlines the proposal's objectives, and the proposal section details the team's strategic decisions, including the use of persuasive techniques in each component, such as the brochure's informative content, the marketing letter's appeal to trust, and the media release's emotional appeal. The document also addresses how the success of the implemented initiatives will be measured.

NAME OF STUDENT:
NAME OF COLLEGE:
AUTHORS NOTE:
Dorman Point Lodge by the Sea
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Dorman Point Lodge by the Sea
Contents
Letter of Transmittal........................................................................................................................3
Marketing Letter..............................................................................................................................5
Media Release..................................................................................................................................1
Introduction......................................................................................................................................2
Proposal...........................................................................................................................................3
Six Panel Brochure..........................................................................................................................5
References........................................................................................................................................9
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Dorman Point Lodge by the Sea
Letter of Transmittal
RE: Media portfolio for Dorman Point Lodge by the Sea
Anny Watson and Steven Jones
Owners, Dorman Point Lodge by the Sea
4153 Tranquil Lane, Roberts Creek
British Columbia V7K 4G6
Dear Ms. Watson and Mr. Jones
Pease find enclosed a proposal from our creative marketing team regarding and effective
marketing campaign specifically designed for Dorman Point Lodge by the Sea.
We are highly confident that with the marketing campaign, Dorman Point Lodge by the Sea will
be able to increase its awareness regarding the audiences which will help in increasing visitors to
the Dorman Point Lodge by the Sea. The sole purpose of the current business proposal is to
provide with you with a series of strategies which will help you in maximizing our business
outcomes.
We remain very passionate regarding helping of regional businesses and we hope that you take
our business proposal into consideration in order to achieve positive outcomes for your business.
Within this proposal you can find:
 a media Release
 a marketing Letter
 a six panel brochure
 and a memorandum of rationale
We are eagerly looking forward to hearing back from you soon
If you have any queries regarding the proposal and its content or want to discuss more with us
regarding the proposal, feel free to contact us.
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Dorman Point Lodge by the Sea
Sincerely,
“Member Name”
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Dorman Point Lodge by the Sea
Marketing Letter
DORMAN POINT LODGE BY THE SEA
Escape monotonicity
Dear, Mr and Mrs Jones
If you want to escape reality and take a break from monotonous activities of life, then Dorman
Point Lodge by the Sea is ideal destination for you to spend your leisure time, vacation or
weekend. We are extending an invitation to you for visiting the lodge and treating yourselves to
a luxurious and soothing escape destination which is bound to exceed your expectation with
happy memories that you will not forget.
Dorman Point Lodge by the Sea is a modern elegance on the edge of nature situated in remote
Robert’s Creek and is set against the backdrop of forests and tranquil wilderness. It will allow
you to stay close to nature and enjoy breath-taking scenarios.
Dorman Point Lodge is an ideal location for relaxation, gateways, private functions, receptions
and intimate weddings. As stated by M Claudia (2017) communal atmosphere of the lodge
provides you with opportunity to reconnect with self and with your loved ones. We promise you
that you will experience a peaceful gateway which offers a spectacular environmental experience
and an array of relaxing spa treatments. As opined by Wiedmann, Labenz, Haase & Hennigs
(2018) the lodge offers you perfect balance between adventure and luxury by offering wide
variety of excursions and outdoor tours, everything from Kayak, paddleboard tours, private
tennis lessons to nature walk. The longer you will be with us, the more enhanced will be your
experience. In order to enhance your outdoor recreational activities we offer variety of exciting
amenities which includes:
 Heated indoor and outdoor pools with licensed patios
 Daily yoga classes
 Willow Steam Spa with variety of relaxing treatments
 Modern Fitness facilities
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Dorman Point Lodge by the Sea
At Dorman Point Lodge by the Sea we treat our guests as part of our large family and you
deserve the best possible deals. Book a visit with us for 3 nights before 1st May and get to stay
the 4th night absolutely free of cost. Hurry up and visit our website to grab the best deal and to
join our exclusive membership club for more exciting offers.
As stated by Verma & Jain (2015) Dorman Point Lodge by the Sea is an award winning lodge
which offers international and local cuisines, fine dining options and high quality of customer
service. The lodge provides unmatched dining option and dining experience to visitors which
complements with natural surroundings of the hotel. The lodge has 72 sea-suite rooms which
provides stunning breath-taking sea view to visitors accompanied with various types of rooms,
beds, cozy fireplaces, spa baths and Jacuzzi tubs. Some of the amenities offered includes fine
dining restaurant, bi-weekly live music performances, daily happy tea and cocktail hours, tennis
and badminton courts, 32 inch HD television in each room, free Wi-Fi facility, room service,
meeting room with catering options, kayaking and paddle boating excursions. Therefore do not
delay to book your stay in the lodge for experiencing breath taking natural views and to get
closer to nature.
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Dorman Point Lodge by the Sea
Media Release
Dorman Point Lodge By the Sea
4153 Tranquil Lane, Roberts Creek British Columbia V7K 4G6
Tel- 250.487.4532
04th April 2019
Contact- Gary Wilson
Dorman Point Lodge By the Sea
4153 Tranquil Lane, Roberts Creek
British Columbia V7K 4G6
Tel- 250.487.4532
Media Release
Dorman Point Lodge by the Sea cordially invites all of you to our Seventh Lodge Anniversary.
The lodge was opened on 4th May 2012, in scenic Sunshine Coast located in Roberts Creek. The
lodge has become an epitome of luxury and comfort among visitors, which has helped it to
become one of the most popular lodge in British Columbia. As opined by Natalia (2018) to
celebrate Seven years of togetherness with visitors and local community we have planned a gala
event which will be held on 04th May 2019 in the sea side facing lodge and there will be various
events which will take place in the event. The ticket of the gala event will cost $25 each and it is
an adult-only event. There will be complementary dining and drinking option for guests
attending the event. As opined by Leung, Bai & Erdem (2017) the entry passes of events will be
available on official website and also through Roberts Creek Community Centre. The gala event
will start from 5pm in evening and will continue till midnight. Special offers and discounts will
be applicable on visitors who will visit the lodge at that time period.
The glamorous and fun filled gala evening will feature a toonie-bar, champagne reception,
delicious two-course meal and champagne reception, musical performance by local rock and
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Dorman Point Lodge by the Sea
Jazz bands and DJ event. The earnings from ticket sales of the gala event will be entirely donated
to Community Development Fund as we believe in giving back to community.
The gala night event of the lodge has been sponsored by Food Basics Canada who has donated
$500 for the event and George Weston who have donated $1000. Therefore we would like to
thank our sponsors for their support.
So, hurry up and gather your friends and loved ones to join us with our celebrations and
contribute to development of community.
For more Information please contact
Garry Wilsons
Director of Public Relations
Dorman Point Lodge By the Sea
4153 Tranquil Lane, Roberts Creek
British Columbia V7K 4G6
Tel- 250.487.4532
Introduction
The current proposal is designed to increase the number of visitors in the Dorman Point Lodge
by the Sea. It has been designed accordingly to feature the uniqueness of the Dorman Point
Lodge by the Sea as well as to achieve the greatness of the Dorman Point Lodge by the Sea. The
proposal has been prepared to answer the following questions such as:
 Who we are?
 Different components of the proposal.
 Rationale for selecting the components of the proposal.
 Benefits of the proposal.
 How will we measure success?
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Dorman Point Lodge by the Sea
Proposal
We are a group of 4 students who are currently pursuing Tourism management course. As a
whole, we are a team of hardworking students who are educated and possess knowledge
regarding various marketing and communication tools which are effective for tourism industry.
In addition we also possess knowledge of various tools and techniques which can be utilized to
capture the attention of audiences of tourism industry. Our proposal will consist of various
components namely six panel brochure which is designed by “Member 1”, the media release
which is designed by “Member 2”, marketing letter which is designed by “Member 3”and overall
proposal is designed by “Member 4”.
The proposal is designed specifically for Dorman Point Lodge by the Sea in order to increase the
number of visitors to the lodge and to increase the profitability of the lodge.
The major strategic and creative decisions which were undertaken by the team are as follows:
Development of six panel brochure- The six panel brochure of the lodge was developed which
included illustrations, photographs and textual information which will help in advertising what
the lodge offers to visitors in a hands-on-manner for those who are less inclined to use
information. As opined by Gil-Lafuente, Merigó & Vizuete (2014) the brochure will help in
providing an overview of the location of lodge, amenities and facilities provided, community
support initiative, testimonials of customers and contact information which will provide adequate
information to visitors. As stated by Rosenbaum & Wong (2015) persuasive technique which has
been used in six panel brochure is repetitive so that repetition inform the guests about facilities
and amenities offered by lodge.
Development of marketing letter- The marketing letter is an essential component associated with
increasing popularity of the lodge as marketing letter will not only help in drawing former
visitors but will also help in attracting new visitors. The marketing letter is designed in such a
way that it looks sleek and sophisticated. As stated by Harkison, Hemmington & Hyde (2018)
the marketing letter will help in informing existing and new customers regarding various new
amenities and services being offered so as to attract them towards the lodge. As stated by
Brackett & Carr (2015) the marketing letter will also encourage visitors to enrol themselves in
membership program so as to avail special offers and discounts. As opined by Kimes & Ho
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Dorman Point Lodge by the Sea
(2018) we will address each letter to members of each household to provide individualized
attention and encourage them to spend their off-time with lodge so as to satisfy all their tourism
needs. As opined by Shahi & Goswami (2018) persuasive technique which has been used in the
marketing letter is appeal to trust which helps in developing trust among visitors regarding the
offerings of lodge.
Development of media release- The media release is another essential component which is
associated with increasing popularity and will help in drawing large number of visitors towards
Dorman Point Lodge by The Sea. The media release provides details to visitors regarding an
annual gala event which has been marked to celebrate seventh anniversary of the lodge. As stated
by Hua, Wei & Wang (2018) the media release acts as invitation card to visitors for attending the
event which will make them feel valued and will increase their loyalty. The media release
provides detailed information regarding cost of entry passes and schedule for event. It also
provides details regarding community support program and initiatives so that the guests and
visitors not only perceive it as an annual event but also consider it a community development
program which will help in benefiting underprivileged members of our community. As stated by
PR Newswire (2016) media release of Dorman Point Lodge by The Sea will not only help in
attracting guests based on event but will mainly attract them to contribute to community
development which will increase its popularity. As opined by Rishi, Jauhari & Joshi (2015) the
persuasive technique which has been used in media release is appeal to emotion in order to make
people feel noble and happy so that they get attracted to lodge.
Measure of Success
After the implementation of the measured initiatives, our team will follow-up regarding the
success of Dorman Point Lodge by The Sea. We highly believe that the most effective and
efficient technique to measure success is by conducting guests surveys, gathering data from the
revenues of the lodge and by analysing the market share of the lodge as a luxury resort lodge.
We plan to measure the success within 1 year of the initial changes taking place which will allow
the lodge a significant time for adjusting to the changes and will allow our team to measure
success in an effective manner.
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Dorman Point Lodge by the Sea
Six Panel Brochure
Escaping monotonicity
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Dorman Point Lodge by the Sea
Front panel
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