Boards & Commissions Supporting Documents - 02/07/2002 - Hotel Convention and Visitors CommitteeVillage of
Oak Brook
1200 Oak Brook Road
Oak Brook, IL 60523 -2255
Website
www.oak- brook.org
Administration
630.990.3000
FAX 630.990.0376
Community
Development
630.990.3045
FAX 630.990.3935
Engineering
Department
630.990.3010
FAX 630.990.3935
Fire Department
630.990.3040
X 630.990.2392
Police Department
630.990.2353
FAX 630.990.7431
Public Works
Department
630.990.3044
FAX 630.472.023
Oak Brook
Public Library
1 112 Oak Brook Road
Oak Brook, IL 60523 -4623
630.990.2222
FAX 630.990.0170
Oak [crook Sports Core
Bath & Tennis Club
701 Oak Brook Road
Oak Brook. IL 60523 -1600
630.990.3020
FAX 630.990.10)2
colr club
J6 York Road
Oak Brook, IL 60523 -4602
630.990.3032
FAX 630.990.0245
January 11, 2002
Mr. Robert McKinley
CREATIVE MARKETING, a division of
General Marketing Associates, Incorporated
3100 Dundee Road, Suite 107
Northbrook, IL 60062
Dear Mr. McKinley:
The Village Board of Trustees, at their Regular Meeting of January 8, 2002,
approved an AGREEMENT FOR ADVERTISING & MARKETING "RETAINER
FEE" SERVICES BETWEEN THE VILLAGE OF OAK BROOK AND
CREATIVE MARKETING for the 2002 Marketing Campaign. Enclosed is a fully
executed copy of the above - mentioned agreement. I look forward to working with
you during this campaign.
Sincerely,
a, el
Michael A. Crotty
Assistant Village Manager
MAC /jr
Enclosure
cc: Oak Brook Hotel, Convention and Visitors Committee
02mac.doc
CREATIVE C, MARKETING
ADVERTISING GRAPHIc DESIGN MULTIMEDIA [ VBLIc RELATIONS
AGREEMENT FOR ADVERTISING & MARKETING
"RETAINER FEE" SERVICES
BETWEEN THE VILLAGE OF OAK BROOK AND CREATIVE
MARKETING
The following outlines an agreement for advertising and marketing fee
services between The Village of Oak Brook (The Client) and Creative
Marketing, a division of General Marketing Associates, Incorporated.
MONTHLY RETAINER
The following monthly retainer fees will apply for The Village of Oak Brook
under this agreement dated December 28, 2001:
$3,200.00 per month based on first twelve months of the agreement.
Start date of January 1, 2002
Listed below are those services to be provided under an agency of record
retainer fee services arrangement. Services not outlined in this agreement
may be subject to additional fees as required.
Account Service
All time required for the account service team to effectively service the
Client. This includes all time spent with the Client in person or by
telephone, as well as time required to communicate the needs of the Client
to other agency personnel.
Conference Time
All time spent conferring with, or regarding, the Client.
Travel
All time spent in transit on behalf of the Client. In this regard, we
_ encourage face -to -face meetings as they provide more meaningful
opportunities to discuss in -depth issues and problem resolution. Creative
Marketing will use all means possible to obtain the least expensive travel
and airline fees available when business travel is required.
U00 DUNDEE Ro.- . SUITE 107 • NoRTIIRRA)K, IL 60062 •847.495.5133 • Em 847.498.5134 • WWW.CREATIvENiKTG.coM
.A INV�kIN.M CENFRAL `IARAETINlO A\vti1AT6;. INC.
Creative Marketing Retainer Fee Agreement/Page2
Strategic Planning
All time spent to properly evaluate Client needs, determine strategic
direction, and to summarize and convey findings and recommendations to
the Client.
Research
All time required to research and compile information necessary to properly
market the Client products and services. This does not include the utilization
of outside research firms, if necessary. Utilization of outside firms require
advanced client approval.
Marketing Plan Assistance
Creative Marketing will develop the Client's annual marketing plan
working closely with the Oak Brook Hotel, Convention & Visitors
Committee and its Marketing Subcommittee as requested by the Client. In
addition, we will provide assistance in updating and evaluating the
marketing plan on an as needed basis throughout the year.
Client Consultation/On Site Meeting
Creative Marketing's standard consultation fees shall be waived for Client
for all Chicagoland based meetings.
Media Research
All media research fees for all retainer fee agreement hotels are waived and
is considered fee inclusive. Research results for all media evaluations are
reported by summary report which includes an agency recommendation.
Media research is available for all primary market segments and other niche
markets.
Media Planning
Creative Marketing will develop a comprehensive annual media plan for the
Client and update the plan on an ongoing basis. All media plans will be
designed to conform to the budget of the Client as outlined. All media
selected for purchase will be negotiated at the lowest possible rate for each
participating project.
Media Call Screening
Client marketing personnel are often inundated with calls from media
representatives attempting to solicit business. Creative Marketing will
accept all media calls on behalf of the Client and report any qualified media
opportunities on a regular basis.
Creative Marketing Retainer Fee Agreement/PagO
TERMS OF AGREEMENT
Agency Of Record
Creative Marketing shall be named the advertising agency of record for the
Client. As the agency of record, Creative Marketing shall have the right and
responsibility to execute advertising and marketing funds established, as
approved by the Client. Creative Marketing's responsibilities include, but are
not limited to advertising, direct marketing, creative materials production,
in -house marketing, promotional signage and merchandising.
Confidentiality
Creative Marketing shall not at any time, including post termination,
reveal, use or make available to any other individual or organization
confidential information regarding the Clients customers, methods of
operation, _marketing plan, etc. without written permission from the Client.
Project Estimates
For each individual Client project, one or more estimates will be provided as
soon as possible after the project's initiation. All fees and expenses estimated
reflect approximate costs only. Final costs shall be shown when the invoice is
rendered. In no event shall cost for projects exceed those listed in the total
columns as indicated in the approved 2002 marketing plan, unless such costs
have been authorized by client.
Requested Revisions
The Client shall be responsible for making additional payments, if any, for
changes from original job assignments as directed by the client. However, no
additional payments shall be made for any revisions required due to a
Creative Marketing error or omission.
Media Placement
Creative Marketing will effect media placement for the Client at the lowest
available net rates.
Creative Marketing Retainer Fee Agreement%Page4
Project Cancellation
For whatever reason, any approved work cancelled by the Client while in
progress, shall be compensated for on the basis of work completed and
expenses incurred at the time of cancellation.
Administrative And Travel Expenses
All costs for administrative expenses such as postage, express delivery,
telephone charges, fax, e-mail, laser proofs, xeroxes, etc. are billed at a flat
5% of total creative and production costs for each project. All project related
automobile travel expenses will be charged at the rate of .33 cents per mile.
All charges for automobile parking will also be expensed as required.
Administrative and travel expenses will be included in all project estimates.
Additionally, these expenses will not be charged for any fee related services.
Out Of House Expenses
The Client shall pre- approve in writing all purchases made on its behalf
before they are incurred.
Ownership Of Materials
All materials produced by Creative Marketing, commissioned by the Client
under this agreement, shall upon full payment of all outstanding charges, be
the property of the Client. At such time, the Client will have exclusive
ownership of those materials. It is understood that work commissioned by
Creative Marketing from third party vendors including, but not limited to,
photographers and illustrators, is subject to different ownership and usage
rights which will be determined on a case -by -case basis.
Invoice Payment Policy
Invoices are payable promptly within thirty (30) days of issuance. Late
payments are subject to a 1.5% per month interest penalty. Invoices unpaid
after a period of (60) days will result in the immediate suspension of all
Client support services, including fee services, collateral production, media
research and placement, printing and related marketing purchases.
Length Of Agreement
This agreement will be in effect for twelve months beginning January 1,
2002. All agreements are subject to cancellation notice as outlined below.
Creative Marketing Retainer Fee Agreement/Page5
Termination Of Agreement
This agreement may be cancelled, for whatever reason, by either party with
ninety (90) days written notice.
The signatures below ind' ate an agreement between the Client and
Creative �arketing for tlrvices and terms outlined in this letter.
Foi The Client hid'' Date
For Creative Marketing, a division of
Marketing, Inc.
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GROUP
Successful Meetings
Ewa: Monthly
Chi. 75,296, qualified
Summary: This is one of two major monthly full -color magazines serving the meetings
industry. It is mailed to qualified meeting planners, trainers, and developers throughout the
United States. Its objective is to empower its subscribers to be proficient and effective as
meeting, incentive travel, and convention planners. Completely redesigned in January 2001,
Successful Meetings aims to educate, inform, inspire, and entertain.
R=. One benefit to this popular meeting industry magazine is that an insert can be zoned to
reach only circulation within the state of Illinois. An insert in the local issues of Successful
Meetings will stand out from the rest of the advertisers in the magazine and really catch the
attention of the local Chicago area meeting planners.
Meeting Guide to the Midwest
Feg: Semiannual
it . 20,000, controlled
Summary: The meetings industry trade publication Meeting News publishes this resource guide
twice each year. The full- color, glossy Meeting Guide is circulated to all Meeting News
subscribers in the Midwestern states (Illinois, Wisconsin, Indiana, Michigan, Ohio, Kentucky,
Missouri, Iowa, Minnesota, Kansas, Nebraska, South Dakota, & North Dakota), as well as to
executives at thousands of meeting - intensive firms and regional & state associations. The
guide includes meeting facility listings and advertisements in an easy -to -use, reference format.
mac: The Meeting Guide to the Midwest hits your regional meeting planner marketplace, so it
would be a good place to inexpensively promote the Oak Brook hotels' meeting facilities. The
DuPage CVB will be subsidizing advertising in this publication in 2002.
Midwest Meetings
rgq: Semiannual
Ciw- 29,000, direct - mailed
Summary: Midwest Meetings promotes the Midwest's meeting facilities and services to local,
regional, and national meeting planners. Meeting planners use the directory as a resource
guide when considering the Midwest as a destination for their meeting or convention. It is
mailed directly to the meeting planners for corporations and associations.
Re-q- It targets the right market - Midwest meeting planners - and since it is printed just twice a
year, each issue has quite a long shelf life. The most useful part of this magazine is the
Directory Listing, a chart of advertising facilities at the back of the magazine that includes
address, phone number, and meeting & reception information. The Spring/Summer 2002
edition is especially relevant as it will feature the Illinois Meeting Destination Guide, and the
DuPage CVB will be subsidizing advertising under a "Destination DuPage" feature.
Page 2
Illinois Meetings & Events
F-rsq: 3x/year
Q: 20,000, qualified
Summary: This is a relatively new magazine whose first issue was published in April 1999.
There is a total distribution of 20,000 copies: 15,000 copies to qualified corporate and
association meeting planners within Illinois & to key feeder markets surrounding Illinois, and
5,000 copies to members of professional associations such as ASAE, MPI, etc., who are located
in the Midwest. Editorial focuses on promoting Illinois destinations and industry events to
meeting & event planners within the state and key outside feeder markets. Advertisers are
supplied with qualified leads.
Rec: I like this magazine because it specializes in providing information about Illinois
meetings and facilities. Readers will be interested in this editorial that is very local to them.
The DuPage CVB will be subsidizing advertising in the Fall 2002 issue.
Direct Mail
We propose a mailer with an offer and /or premium item giveaway to entice meeting planners
to book their meetings at the Oak Brook hotels. We can merge & purge targeted lists of
corporate meeting planners with a list of local businesses. Vendors for the meeting planner list
include Successful Meetings, Meetings & Conventions, Salesman's Guide, and MPI. The list of
local businesses is purchased through the major database information company, InfoUSA.
Possible criteria for the meeting planner list include: Meetings that are booked in Chicago
area; season meetings are booked; number of meetings booked each year, corporate vs.
association meetings; attendance; room rate; and type of facility used. Possible criteria for the
list of local businesses include: Geography; annual sales volume; employee size; and SIC
classification. The plan includes a cost to telequalify the contact person at the local
businesses to ensure we are accurately sending the mailer to the person who plans that
company's meetings.
DuPage CVB Destination Guide
Fig: Annual
-CiEr.: 10,000, mixed requested & controlled
Summa : Targeted to meeting planners and the group tour industry. The DuPage County
CVB sends this guide to requests from those expressing an interest in planning a meeting in
the county, and it is also distributed at local shows and to a database of potential business.
Rec: This annual guide is the most targeted advertising vehicle available to reach planners
that are thinking of holding their meetings in DuPage County. A full page 4/C ad in the
guide ensures that these planners will know about the Oak Brook hotels' meeting facilities &
amenities.
Page 3
The Business Ledger
Ega: Biweekly
it . 11,000, mixed paid & controlled
Summa y: The Business Ledger provides business news for and about DuPage County,
Northwest Cook County, and the Fox Valley region. Editorial is slanted towards local
coverage of news that affects this western suburban area of Chicago. Circulation is 11,000
copies, and readership is estimated at about 66,000 each month. 66% of Business Ledger
readers are owners, presidents, or CEOs. 86% are college graduates.
Rec: This newspaper may not be as targeted a publication for group as some of the other media
vehicles on the plan, but it is good for reaching the very local business leaders in your
backyard. Although they are not meeting planners by title, many of these business people are
responsible for planning their company's small corporate meetings.
MPI - Chicago Area Chapter Newsletter & Directory
Frea: Newsletter - Bimonthly Directory - Annual
it : 1,000, mailed to MPI -CAC members
Summary: An extremely targeted and inexpensive vehicle to get your message in front of the
core professional corporate meeting planners in the Chicagoland area. A display ad in the
newsletter and directory show that you support and recognize the importance of MPI -CAC.
Ej�,: One of the best ways to target your local professional meeting planners who are members
of MPI.
HTML Meeting Planner E -Mail Blast
Another effective way to hit the meeting planners where they work is with a targeted HTML
e -mail broadcast. These e-mail messages work best with a message that includes a call -to-
action. We can target the meeting planners by state, and there are approximately 1,800
planners in Illinois.
LEISURE TRANSIENT
DuPage CVB Visitors Guide
Frea: Annual
irc: 100,000, requested
Summa : Published annually, this comprehensive directory features member attractions,
accommodations, facilities, and visitor services, and is distributed to a number of locations
including the DCVB Visitor Centers and other prime locations.
Rec: A must for the Oak Brook hotels - Reaches those leisure travelers who have specifically
requested information about DuPage County before visiting the area.
Page 4
Chicago Tribune
Eeq Daily
Ciw- 674,603 weekday & 1,026,407 Sunday (440,318 Chicago & west suburban :ones), paid
Summary: The dominant daily newspaper serving Chicago and surrounding area.
&&-: More than anything else, the Tribune gets the phone ringing. The Friday Section is
where people look to make weekend plans, and it is especially effective because it can be
zoned to target those areas of Chicagoland that are most likely to stay at an Oak Brook hotel.
The media schedule proposes three flights of large display ads during the year to promote
seasonal rates & packages. Also included is a constant presence in the "Inns & Resorts" Travel
Directory, which is printed in the Travel Section on Sunday & Wednesday.
Daily Herald
Erma: Daily
it : 155,000 (45,000 DuPage /S. Kane County zone), paid
Summary: Daily general information newspaper that specifically caters to Chicago's western
suburbs. They run a "Timeout" section on Fridays that is a weekend entertainment guide.
B.M. The Herald is especially good at reaching people in the affluent western suburbs.
Readership of the Daily Herald is almost mutually exclusive from Tribune readers; i.e.: most
people that read the daily Herald newspaper do not read the Tribune, so it is good to
complement a Tribune advertising campaign with one in the Herald as well. As reflected on
the media plan, advertising can be zoned to reach just those areas around Oak Brook that are
most likely to stay at the hotels.
Illinois Adventures
fka: Annual
it . 1,725,000, paid
Summary This advertising insert circulates within the Sunday Travel section of various
Midwest newspapers, but only to subscribers who have household incomes of $60,000 +, a
college degree, and a propensity to travel within the Midwest: Bloomington- Normal
Pantagraph, Cedar Rapids Marion Gazette, Champaign - Urbana News Gazette, Chicago Daily
Herald, Chicago Sun - Times, Chicago Tribune, Davenport- Bettendorf Quad City Times, Des
Moines Register, Evansville Courier Press, Ft. Wayne Journal Gazette, Grand Rapids Press, Green
Bay Press Gazette, Madison State Journal, Moline /Rock Island Dispatch, Paducah Sun, Peoria
Journal Star, Rockford Register Star, South Bend Tribune, Springfield - Lincoln State Journal Register,
St. Louis Post Dispatch, Suburban Chicago Newspapers, and Toledo Blade.
Rte: An inexpensive way to reach your feeder markets via their daily newspapers when they
are looking for a summer getaway. The DuPage CVB will be subsidizing advertising in this
insert in 2002.
Page 5
Illinois Holiday Guide
Frgq: Annual ,
Cim 1,250,000, paid
Summary: This insert circulates within the Sunday Travel section of Midwest newspapers, but
again only to subscribers who have household incomes of $60,000 +, a college degree, and a
propensity to travel within the Midwest: Bloomington - Normal Pantagraph, Champaign- Urbana
News Gazette, Chicago Daily Herald, Chicago Sun - Times, Chicago Tribune, Davenport -
Bettendorf Quad City Times, Decatur Herald & Review, Dubuque Telegraph, Ft. Wayne Journal
Gazette, Green Bay Press Gazette, Madison State Journal, Moline /Rock Island Dispatch, Peoria
Journal Star, Quincy Herald Whig, Rockford Register Star, South Bend Tribune, Springfield- Lincoln
State Journal Register, Suburban Chicago Newspapers, and Terre Haute Tribune Star.
E=: An inexpensive way to reach your feeder markets via their daily newspapers when they
are looking to travel for the holidays. The DuPage CVB will also be subsidizing advertising in
this insert in 2002.
Chicago Fall Break
Er-M: Annual
it : 200,000, paid
Summary Produced in conjunction with the City of Chicago, "Chicago Fall Break" is a
newspaper insert designed to showcase Chicagoland to residents of the Midwest, and to bring
them to Chicago during the fall months. The supplement will be formatted as a 24 -page, full -
color magazine and will include editorial on the festivals & events taking place in Chicago in
the fall. It will be inserted into daily newspapers in 8 Midwest markets: Indianapolis,
Milwaukee, Grand Rapids, Peoria, Champaign, Springfield, Davenport, and South Bend.
&,:&: Another inexpensive way to reach your feeder markets via their daily newspapers when
they are looking to travel in the fall, traditionally a slow time for Chicago area leisure travel.
Midwest Living
F.M: Bimonthly
QLr.q: 828,899, paid
Summery: Midwest Living is a magazine that caters to the interests of Midwesterners, including
culture, outdoor adventures, vacations, lodging, dining, and attractions. It focuses on the
twelve states that make up America's heartland: Illinois, Indiana, Iowa, Kansas, Michigan,
Minnesota, Missouri, Nebraska, North Dakota, Ohio, South Dakota, and Wisconsin. Total
readership is 2,449,000 people; 75% of readers are female; 75% of readers took a domestic trip
in the last year; median age is 44.5; median household income is $51,872.
&: Midwest Living is an upscale, well -read lifestyle magazine with a loyal following. An ad
in the Traveler's Guide under the Illinois banner at the back of the magazine allows for
frequent presence in the magazine with a user - friendly way to showcase the Oak Brook hotels.
Reader service listings are included in the price of the ad. The DuPage CVB will be
subsidizing advertising in Midwest Living in 2002.
Page 6
Home & Away
f=: Bimonthly
Ste: 408,135 (IL/No. IN edition), controlled
Summary: Magazine sent to AAA members in the Midwest and Great Plains states (Illinois,
Indiana, Kentucky, Iowa, Minnesota, North Dakota, South Dakota, Nebraska, Kansas,
Oklahoma, Colorado, Montana, and parts of Ohio). Editorial focuses on travel throughout the
U.S. highlighting destinations, attractions, travel tips, suggested itineraries, tours etc. 58.9% of
readers are female, 41% are between the ages of 45 and 64 and the average household income
is over $70,000. Over 82% take weekend trips and 80.6% stay in hotels. Advertising can be
zoned geographically; the media plan reflects the rates for the Illinois / N. Indiana edition.
B-m: With its data base of AAA members, this magazine definitely reaches the area leisure
travelers. Current hotel advertisers in the magazine are all promoting special discounted rates
for AAA members. The DuPage CVB will be subsidizing advertising under the Illinois banner
in the Spring and Fall 2002 issues.
West Suburban Living
Fagg: Bimonthly
-Clrs: 25,000, mixed paid & controlled
Summary West Suburban Living is a bimonthly entertainment guide to the western suburbs of
Chicago. The magazine highlights things to do and places to go in the area, including an
extensive calendar of events and activities in DuPage and the Fox Valley. There are also
features focusing on the people, places, and issues that are distinctive to the region. It is
direct - mailed into the homes of their targeted mailing list (new movers, patrons of the arts,
subscribers to other magazines, etc.), and it is also bought on newsstands. Primary readers are
females between the ages of 25 and 55; 33% dine out 5+ times a month.
Rte: I like this magazine because it reaches people in your local area that will be looking for
things to do and places to stay in your neighborhood.
Direct Mail
A leisure mailer can be sent to lists supplied by your co -op partners, such as Morton Arboretum,
Oak Brook Center mall, and Brookfield Zoo. Since people on these lists are known to frequent
the Oak Brook area, an incentive may entice them to stay at the Oak Brook hotels next time
they are planning to visit.
Page 7
OTHER CONSIDERATIONS
Chicago Official Visitors Guide
re : 3x/year
Q: 333,000, requested
Summary: Digest sized pocket guide printed 3x /year. Mailed out as the leisure fulfillment
piece via the new 877- Chicago call center, the www.choosechicago.com web site, Visitors
Centers, and Navy Pier. It is the exclusive publication in convention delegate packets and at
McCormick Place, concierges at 37 top Chicago hotels, and Midway & O'Hare airports.
B-c.c.: Targeted mostly to people who will be staying at one of the downtown city hotels, not the
suburbs. The DuPage CVB is much more targeted in terms of reaching those people that are
coming to the west suburban area.
Chicago Magazine
Fps: Monthly
SW: 175,000, paid
Summary : Chicago Magazine's editorial reports on local issues & events, personalities &
politics, arts, dining, home furnishings, fashion, entertainment, nightlife, culture, and other
aspects of the city and suburbs. There are regular columns that explore the quality of life in
the Chicago area and reviews of theater, books, and art. The magazine's "Events" section
describes and evaluates things to do, see, and hear each month in the Chicago area, and the
monthly Dining section offers comprehensive listings and reviews of recommended
restaurants. Average household income is $116,590; median age is 48.9 years; 70% have
graduated a 4 -year college or more; 75% own their own residence.
)-M: Too expensive without a very targeted readership for the Oak Brook Hotels. You could
run a call -to- action ad in Chicago Magazine, but I would strongly suggest a zoned ad in the
Chicago Tribune's Friday section instead, which is more targeted and would be a much more
efficient use of available dollars.
Chicago Destination Planning Guide
Eq: Annual
Cim: 30,000, requested
Summary This is the Chicago Convention and Tourism Bureau's fulfillment piece for
meeting and event professionals who are looking to book meetings in the Chicagoland area.
Inside is a listing of meeting facility specs for Chicago area hotels and other venues. There is
also detailed information about Chicago and the suburbs, including listings of convention
industry services & suppliers, restaurants, nightlife, attractions, and retailers.
Re c: The professional meeting and event planners who receive this publication will most
likely be looking to book their business in the Chicago downtown area. Also, advertising is
rather expensive. The DuPage CVB Destination Guide is a much more targeted vehicle to
reach the planners who may be considering a meeting in Oak Brook.
Page 8
Complete Event Planner
"r: Annual
Cim 20,000, controlled
Summamr. This is Where Chicago's newest publication, whose first edition was published in the
middle of October 1999. It is similar to the Chicago Destination Planning Guide except that it
targets the "non- traditional" meeting planner. These are the employees of companies who
coordinate sales meetings, client events, public relations activities, and staff holiday parties.
These "non - traditional" event planners are behind up to 85% of the events and meetings that
take place in Chicago. The publication is mailed out to a database of people who have been
identified as planning their companies' meetings.
Eu: As with the Chicago Destination Planning Guide described above, most of the recipients of
the Complete Event Planner will be looking to meet in downtown Chicago, not in the western
suburbs. Also, this is a newer publication with .a direct -mail circulation, so it is not entirely
clear whether people are actually using it.
Cable
One way to complement a print campaign is to mirror it with a cable advertising flight as well.
The message would be hitting your target market twice — while they read the newspaper and
watch television — so it can be effective in reaching people in the western suburbs. Cable
channels to consider would include Lifetime, USA, E!, Travel, and The Weather Channel.
However, cable advertising becomes almost prohibitively expensive when you include the
production costs to concept, storyboard, videotape, and edit the spot. We feel it would be better
to use these dollars instead to increase frequency in the advertising vehicles included on the
marketing plan.
Horsetrading
A Creative Marketing barter media program where publications trade out advertising space for
room night credits at the hotel. We mail out an ad slick with a letter explaining the program
to all publications within a specified radius of the hotel. When the papers run the ad, they
supply the hotel with a tear sheet as proof of the ad and trade out the open rate cost of the ad
for your rack rate in room credits (based on availability). The best thing about horsetrading is
that most of the trade credits are never even used, so the hotel receives advertising at no cost.
The publications that agree to horsetrading are going to be in the smaller towns, not the larger
cities. For these small -town papers, it is prestigious just to have a big city hotel as an advertiser.
Unfortunately, since it is a co -op ad running, the logistics of fulfilling the barter agreements
would become difficult. if one person could centralize the information gathering and barter
fulfillment, 1 would recommend the Oak Brook Hotels try out the horsetrading program.
Page 9
l Hotels of Oak Brook
Strategic Objectives
MEDIA PLANNING OBJECTIVES
• Concentrate all efforts on group and leisure transient market segments.
• Whenever possible, utilize vehicles which primarily target the Chicagoland area %%ith an
emphasis on areas surrounding Oak Brook.
• Employ targeted vehicles with the least amount of "waste" coverage.
• Choose frequency over reach.
• Utilize vehicles which afford the greatest tracking opportunities.
• Center distribution around key need periods.
• When feasible, market in "flights" for greatest market penetration.
• Utilize color and size to provide greater impact and flexibility of message.
1
Hotels of Oak Brook
Key Learnings- Overview
FACTS
• 80% of hotels' business originates in Chicagoland area.
• Competitive markets: Lisle/Naperville, Woodfield, Do%%mto%%m, and O'Hare.
• Downtown provides primary leisure competition.
• Downtown has more "hidden" costs with higher taxes, high parking fees and gratuities.
• 60/40 Transient to Group mix is average.
• Bad months for leisure travel —Dec, Jan, Feb, late June, July, Aug. Good — April, Oct, Nov.
• Small group considered 10 -50 room nights. Business can book 1 -3 months out. In current
market, meetings are booking with short -term notice of 1 -2 weeks at times.
• Hotels accommodate meetings from 4 to 400 attendees.
• Hotels often interact with Administrative staff and Office Managers when booking small
group business. Decision making by these contacts is rate driven.
COMMON ELEMENTS AMONG HOTELS
• All have service for breakfast, lunch and dinner. All serve a brunch.
• All have pools and fitness facilities.
• All offer free parking and free transportation within a 5 -mile radius.
• All have business centers and teleconferencing.
• Over 1,000 rooms available among the hotels.
ADVANTAGES
• Restaurants can be considered exceptional and competitive with offerings off -site.
Convenience of central location: All hotels approximately 10 miles to O'Hare, 15 miles to
Midway, 20 miles to downtown.
• Convenient to I 88, I 294, and Rt. 83.
• All have rental car counters.
• Easy access to exclusive shopping and a variety of sporting and entertainment options.