Services
We bring the unique personality of each brand to life.
Launching a brand?
Looking to refresh or refine?
OUR SERVICES
A resort launch years in the making. A rebrand to breathe new life into an existing property. A set of targeted initiatives to reach new audiences and connect more strongly with past guests. Success requires the right roadmap—and our robust marketing plans provide the insights, strategies, and tactics necessary to achieve clearly defined objectives.
MARKETING PLAN COMPONENTS
- Property overview, including current and desired business mix, target audiences, personas, and more
- Core marketing objectives, including financial goals
- Marketplace trends
- Key messages for all applicable segments, such as dining, wellness, activities, events, romance, family, and more
- A detailed programming calendar, including quarterly campaigns/initiatives and segmented offers
- Plans for asset building, with photography/videography, collateral, website, etc.
- Digital marketing and advertising proposals
- Social media and retention/acquisition email marketing strategy
- PR objectives, initiatives, media, and awards targets
- Specific tactics for audience segments, such as dining, meetings, weddings, etc.
- Local outreach strategies, if desired
- Ideas for on-site programs and activities
Each hotel and resort has a story, but if you don’t clearly define yours, someone else will. We empower our clients to take control of their narrative and brand, first by crafting and refining the story, then by ensuring all efforts are in alignment—words, logos, visuals, even actions.
Branding / positioning / storytelling capabilities
- Defining attributes
- Values/culture
- Voice/tone
- Positioning statements and/or narratives for the property and relevant segments—dining, wellness, events, renovations/new offerings, etc.
- Headlines/taglines for all segments
- Evaluation of positioning vs. competitors
- Visual/graphic guidelines, including colors, typography, usage of logo and symbols, etc.
- Design samples for brochures, emails, digital ads, presentation templates, OSE
Visuals create a compelling narrative that adds resonance to your brand’s messaging. We produce and direct photo and video shoots that capture the essential shots and footage you need to promote your property effectively across multiple mediums.
Our creative team of writers and designers manages everything from graphic and website design to execution, including copywriting, advertising, media buying, and even print production. All understand the hospitality space—having served clients on projects of varying sizes, from launches to rebrands—and know how to make each property shine.
Creative capabilities
- Print collateral, ads, and OSE
- Promotional materials
- Digital email and advertising campaigns
- Logo/brand development
- Content strategy/development
- Videography
- Photography
Strategy and planning ultimately must be followed by action, and in addition to Brown Marketing’s capable creatives and account managers, our in-house professionals and trusted vendors include social media experts, PR firms, media and ad buyers, and more—allowing us to ensure marketing strategy and tactics are not only in alignment but also executed flawlessly.
TACTICAL CAPABILITIES
- Social media
- Email campaigns
- Customer acquisition
- Advertising—online, PPC, print
- Influencer programs
- Public and community relations
- SEO
- Customer relationship management
- Direct mail
- Revenue recovery planning
Digital marketing is one of the best ways to drive brand awareness and extend your property’s reach. Brown Marketing can develop and manage your website, supply it with fresh content, and create a digital plan that combines organic, PPC, retargeting, behavioral, and social advertising.
Digital marketing capabilities
- Website development
- Ongoing website maintenance
- Content creation
- Promotional activations
- Blogs
- PPC ads
- SEO
Social media can build an emotional connection with your guests. With our in-depth knowledge of best practices and an understanding of ever-changing algorithms, we’ll create on-brand messaging and ensure each post is optimized to make the most impact.
Social Media Capabilities
- Content creation
- Content calendar
- Discovery recommendations
- Hashtag strategy
- Voice & aesthetic recommendations
- Influencer campaigns
- Metrics
Brown Marketing can elevate your email and direct mail strategy with tailored messaging that informs, influences, and inspires. From guest communications that build loyalty to acquisition strategies with third parties, we create effective campaigns with engaging content that keeps your hotel brand front and center.
Email/Direct Mail Capabilities
- Monthly e-newsletter retention programs
- Event promotion invitations
- Special offer e-campaigns
- List purchasing
- Gifting and announcement campaigns
- Trigger-based marketing
Our traditional media partners offer extensive advertising plans that can be utilized to reach their specific audiences across multiple channels. We can help you navigate advertising’s ever-changing landscape by creating and executing a comprehensive plan that integrates social, digital, email, and print advertising.
