Dorman Point Lodge by the Sea
Media Proposal Group Assignment
CMNS 154-01
November 28, 2013
Instructor: Bill Van Luven
Written by: Carly Golinski, Janice Janes, Victoria Morrow and Harley Muise
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Table of Contents
Ta b l e o f C o n t e n t s … … … … … … … … … … … … … … … … … … … … … … … … … … … … … … … … … … … … … … … … . … 2
Memorandum………………………………………………………………………………………………………………..…3
Proposal…………………………………………………………………………………………………………………….…3-8
M e d i a Re l e a s e … … … … … … … … … … … … … … … … … … … … … … … … … … … … … … … … … … … … . . … … … . . … 9 - 1 0
Marketing Letter…………………………………………………………………………………………………………11-
13
Six-panel Brochure……………………………………………………………………………………………………..14-
15
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Dorman Point Lodge By the Sea
3456 Tranquil Lane, Robert’s Creek, BC V7K 4G6
Tel: 250.578.4322
Website: www.dormanpointlodge.ca
Email: [email protected]
Memorandum
Upon visiting the scenic and tranquil Dorman Point Lodge by the Sea in Roberts Creek, British Columbia, our team has
come up with a strategic and creative marketing plan to enhance the revenue and clientele base of Dorman Point Lodge.
Due to a discouraging 12 - month operations period, Dorman Point Lodge has asked us to assist them in their company’s
growth and development. We are confident in our ability to ensure a 25% spike in revenue, to break-even last years’
unforeseen downfalls. Our proposals are designed to improve the overall vitality of Dorman Point Lodge by the Sea, and
guarantee successful spring and summer operations as well as the lodge’s lifecycle longevity.
Proposal
Who we are:
We are a group of four students attending Capilano University, studying Tourism Management. As a whole, we are a team
of educated and knowledgeable students who are proficient in marketing, communications, and the fundamentals of the
tourism industry. In addition, we understand the necessary components that are needed to approach the market and
research crucial information, to successfully implement our proposal. Our proposal will consist of several components that
are strategized to put forward a plan of action that will be divided as follows:
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Janice Janes/Director of Operations – Proposal
Carly Golinski/Director of Operations – Media Release
Victoria Morrow/Marketing Director – Brochure
Harley Muise/Corporate Sales Manager – Marketing Letter
Current Situation and Our Proposals
Our proposed changes will assist Dorman Point Lodge by the Sea in further promoting itself and attract a more valuable
clientele base. Our goal for Dorman Point Lodge is to encourage the management and staff to become a part of the
community, to deliver a high level of customer service, while gaining a larger clientele base and ultimately be recognized
as a reputable luxury lodge gaining considerable revenue.
We will be executing changes in three specific areas, including:
1. Dining experiences,
2. Lodge activities and recreation;
3. Philanthropy and community involvement
With these adjustments Dorman Point Lodge by the Sea will be able to increase its’ support from the surrounding
community, distinguish itself as a one the most impressive lodges in Coastal British Columbia, and build a reputation of
high prestige through guest experiences. (Plan)
What do we need to do to be Successful?
Dining Experiences:
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Dorman Point Lodge by the Sea is a luxury lodge; therefore it is essential that the menu and food options reflect the level
of standards that guests will uphold when considering a “luxurious” get-away. We believe that the success of Dorman
Point Lodge relies heavily on the dining experiences of their guests. Currently, Dorman Point Lodge serves three meals
daily in their Chambella Restaurant, with a continental breakfast, buffet lunch and sit down dinner. We are proposing that
the Lodge creates a set of signature meals for their menus, offered at each dining time. Furthermore, staff and culinary
artists must be reputable and be dressed in appropriate attire to properly serve guests.
In addition, we are proposing a new and differentiated level of fine dining, with an array of choices for guests to choose
from. The dining experience is paramount to the guests, whom will expect the upmost quality of food and service. Dorman
Point Lodge by the Sea will benefit from adopting standards of a “sui generis” experience, meaning they must stand out
and be one-of-a-kind. Our proposal includes offering High Tea in the Lobby Lounge, cocktail Happy Hour daily, and an
exclusive live music performance on Friday and Saturday evenings. Additionally, by highlighting fine dining as part of the
product adjustments, this will attract a clientele base seeking exquisite meals made with local and fresh ingredients in the
unique ambiance of Dorman Point Lodge by the Sea’s signature restaurants. (Current situation/Need)
With a variety of dining options, this will allow for guests to try new dining experiences throughout their stay at Dorman
Point Lodge and will differentiate themselves from other luxury-style lodges. Moreover, these proposed changes will
enhance the overall customer experience and satisfaction, thus generating a significant increase in revenues.
(Plan/Support)
Lodge Activities and Recreation:
In order to ensure that guests are engaged, occupied, active and happy during their stay, we propose that Dorman Point
Lodge implements a variety of recreational and social activities. The lodge is situated in an amazingly pristine region
surrounded by the ocean and breathtaking landscapes; however Dorman Point Lodge is not currently using this to their
added benefit. By focusing their promotion on activities and recreation, Dorman Point Lodge will be able to broaden their
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target market and target audiences. We believe that Dorman Point Lodge will further its success by emphasizing its
idealistic location, and utilizing its own facilities as a means of marketing their product. (Current situation/Need)
Our proposal to Dorman Point Lodge is to provide their guests with an abundance of outdoors and leisure activities.
Outdoor recreation is an attractive component to any lodge, particularly one situated in such an ideal location.
Recreational activities will include ocean kayaking, paddle boarding, tennis (with personal instructor if desired), deep-sea
fishing, and hiking. The leisure activities will include the Willow Stream Spa, relaxing in the pool or hot tub, and daily yoga
classes. For those seeking moments of rest and relaxation, lodge rooms provide individual climate control, plasma TV
screens, and complimentary Wi-Fi. Considering the lodge’s location, it is important to inform guests of the natural setting
they are in. By encouraging guests to explore their surroundings, this will instill a sense of freedom and seclusion to each
individual. The idea of escaping one’s daily routine, and relaxing in a tranquil and remote destination will ultimately draw
in many guests who wish to feel removed from the hustle and bustle of the city. (Plan/Support)
Philanthropy and Community Involvement:
With the prospect of enhancing Dorman Point Lodge by the Sea’s revenue and clientele base, we are proposing that the
lodge develops a philanthropy initiative. This will be executed by operating a not-for-profit soup kitchen located in the
downtown east side of Vancouver, British Columbia. We believe that building a relationship with the local and neighboring
communities will illustrate a level of commitment to giving back to those in need, and will instill a high level of support
from the surrounding communities. Dorman Point Lodge will rely on volunteer, community and sponsor donations as well
as a portion of its’ revenue to operate this facility, however the benefits of the community involvement will outweigh any
monetary costs at the lodges expense. It is crucial, as a leading luxury lodge to encourage staff and management to be
involved in local philanthropy and giving back to the community. (Plan/Support/Sense of community)
Features of Our “Visuals”
The Brochure:
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The brochure is an important component for advertising. Dorman Point Lodge by the Sea boasts a comprehensive and
visually appealing brochure. This will be important for highlighting activities, dining and recreation offered at the lodge.
Additionally there will be a thorough description of the location, guest testimonials, and information regarding community
support and involvement and contact information. Our brochure is laid out in six-panel format, with illustrations, maps and
photographs supporting the textual information. This pamphlet helps in advertising what the lodge provides in a hands on
way, for those who may be less inclined to use the internet to access information. (Deliverables)
The Media Release:
The media release is an example of an event we propose becomes an annual occasion at Dorman Point Lodge by the Sea.
The Gala allows guests and the public to participate in an event that raises money and food donations for those in need
over the Holidays. Our Holiday Gala differentiates our lodge from other places of accommodation by encouraging
participants to not only take part in the event, but to consider volunteering their time at our not-for-profit soup kitchen.
Not only does this event allow guests to contribute, it brings the community together as a whole to help the less
fortunate. Additionally, this will allow Dorman Point Lodge to promote itself and create a reputation that will attract more
guests and community support. This media release enables Dorman Point Lodge to market itself as a luxury lodge and
community player. (Support)
The Marketing Letter:
The marketing letter is an essential component to the advertising of Dorman Point Lodge. This letter is individualized to
current and former clients and guests. By targeting existing guests, we will aim to draw them back to Dorman Point Lodge
to experience new and revised amenities that they may have previously enjoyed. Additionally, we will be promoting a
membership club that will offer new and current guests the opportunity to stay connected with Dorman Point Lodge and
be continuously updated with specials pricing and promotional offers. The marketing letter is designed to look sleek and
sophisticated. The letterhead stands out, and will send a message to the reader that we “want” them to take a much-
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needed vacation. We will address each letter to the Mr. or Mrs. of each household to ensure individualized attention. In
doing so, this will make each receiver of the letter feel valued and important.
Prospective Challenges
Much like any proposal, it is key to acknowledge potential challenges that may arise. Dorman Point Lodge is marketed at a
luxury get away nestled outside of the city, and has the opportunity to be a leading lodge resort. Our team recognizes
their existing strengths and opportunities for growth. Many of our proposed changes will have a monetary cost. The
purpose of these proposed implementations and changes are to add revenue and growth in clientele. Although the initial
cost may seem large, the window for growth will be sure to generate more revenue in the near future.
How Will We Follow-up?
Upon the implementation of our proposed initiatives, our team will begin in a follow-up on Dorman Point Lodge by the
Sea’s success. We believe that the most efficient and effective way to perform a follow-up is by conducting guest surveys,
gathering data from their revenues and analyzing their market share as a luxury resort lodge. We intend to conduct this
follow up within twelve months of the initial changes taking place. This will allow Dorman Point Lodge a significant amount
of time to adjust to these changes and will allow our team to compare our findings to their original position. Completing
the follow-up, we will then be able to take make adjustments if they are necessary.
Media Release
Dorman Point Lodge by the Sea
3456 Tranquil Lane, Roberts Creek, B.C. V7K 4G6
Tel: 250.578.4322
www.dormanpointlodge.ca
November 18, 2013
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Contact: Carly Golinski
Director of Operations
Tel: 250.578.4322
Email: [email protected]
Media Release: For immediate release
Holiday Gala by the Sea
Dorman Point Lodge by the Sea cordially invites you to our first annual Holiday Gala. Nestled in Roberts Creek, on the
scenic shoreline of the Sunshine Coast, is a luxury lodge like no other. We are opening our doors to the local community
and public, to partake in a night to remember! (Who/what)
Our Holiday Gala will be held on Saturday, December 21, 2013 from 5:30pm to 9:30pm at our ocean front lodge; located
at 3456 Tranquil Lane. Tickets are $20 per person and are available for purchase through our website and the Roberts
Creek Community Center. Our Gala will be an adult-only event! (When/where/cost)
This glamorous and fun-filled evening will feature a toonie-bar, champagne reception, enormous silent auction, a delicious
three-course meal and live music courtesy of “The Jazzaholics”! Additionally, $5 from every ticket purchased will go
directly to the Greater Vancouver Food Bank Society. (Event info/community benefit)
Dorman Point Lodge by the Sea is committed to giving back to our community! Our not-for-profit soup kitchen relies on
generous non-perishable food donations as well as volunteers who kindly give their time to a great cause. Kindly bring
one non-perishable food donation and you will automatically be entered into our raffle draw. With your help, we can
continue curbing hunger!
(Goal/community involvement)
Without the help of our sponsors, this event would not be possible! Whole Foods and Thrifty Foods have generously
donated $250 each to support our soup kitchen project and the Greater Vancouver Food Bank Society!
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Additionally, Thrifty Foods has generously donated a gift basket for our raffle draw – with all of the essentials you will need
to host your Holiday dinner! Make sure to bring a non-perishable food item to be entered into this draw!
(Trumpeting sponsors)
Gather your friends and loved ones, support your local community and enjoy a festive night to remember. This is what the
Holiday season is all about!
For more information please contact:
Carly Golinski
Director of Operations
Dorman Point Lodge by the Sea, Holiday Gala
Tel: 250.578.4322
Attached: Volunteer Forms for Soup Kitchen
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Marketing Letter
DORMAN POINT LODGE BY THE SEA
“ E s c a p i n g R e a l i t y ”
Dear, Mr. & Mrs. Smith
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Want to escape from reality and take a break from the real world? Come enjoy all that we have to offer at Dorman Point
Lodge by the Sea. Whether it’s a well-deserved vacation, or just a weekend away, we are extending an invitation to treat
yourself to a luxurious escape where expectations are exceeded and memories are created! (Gain attention)
Dorman Point Lodge is modern elegance on nature’s edge. Situated in remote Roberts Creek, set against ancient forests
and tranquil wilderness, come and witness first hand why British Columbia is referred to as the most beautiful place on
earth. (Build interest)
Dorman Point Lodge by the Sea’s award winning location, along with our locally inspired cuisine, offer a variety of dining
options at the Chambella restaurant located on the main floor of our resort. Our reputation of excellence with our
amenities and service, blend romance and charm in a dining experience unlike any other! Director of operations at
Dorman Point Lodge Carly Golinski feels “We’ve discovered that understated elegance and discerning service are essential
to the satisfaction of our guests!” (Reduce resistance)
Doorman Point Lodge is an ideal locale for relaxing getaways, intimate weddings, private functions and receptions. Our
communal atmosphere provides you with the opportunity to reconnect with yourself and your loved ones! You will
experience a peaceful haven that offers a spectacular environmental experience and an array of relaxing spa treatments.
Finding the perfect balance between luxury and adventure, we offer a wide variety of outdoor tours and excursions.
Everything from kayak and paddleboard tours, to private tennis lessons and nature walks! The longer you’re with us, the
more enhanced the experience. In addition to out out-door recreational activities we boast a variety of other exciting
amenities to make use of, including:
Heated Indoor and outdoor pools with licensed patios
Willow Stream Spa with a variety of relaxing treatments
Daily yoga classes
Our modern fitness facility
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If your planning and event and need the space to house a large number of guests. Our pristine conference hall is the
perfect setting for company meeting and event gatherings! We can cater to large staff parties for up to 300 guests! If you
are in need of a special theme or design, with ample notice our team of professionals can turn your event into the
experience of the year. Our theater room is perfect for business presentations and informative events.
All 45 of our luxurious “sea-suites” have stunning water views, king sized beds, cozy fireplaces, and spa like baths with
deep soaking Jacuzzi tubs. Some of our most prized amenities at Dorman Point Lodge by the Sea include our:
Fine dining restaurant “Chambella”
Live music and happy hour cocktail specials daily
Tennis courts, kayaking & paddle boarding excursions
42” Plasma screen TV’s with HD channels and Pay-per-view options
Complimentary Wi-Fi and long distance calling.
Room service
Meeting rooms with catering for private functions and gatherings.
Full service wedding facilities accommodating parties up to 300.
At Doorman Point lodge, our guests are part of our family, and we believe family, deserved the best rates possible. Book
your 3-night stay with us before January 15, 2014 and receive a 4 th night for FREE! Visit our website today and join our
exclusive ClubElite, you will gain access to our very best deals and special offers! We look forward to booking your next
stay with us! (Motivation action)
Sincerely,
Harley Muise
Harley Muise - Corporate Sales Manager
Dorman Point Lodge by the Sea
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3456 Tranquil Lane
Roberts Creek, B.C.
V7K 4G6
250.578.4322
www.dormanpointlodge.ca
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DORMA
S
Location
N
LODGE BY THE SEA
Kayaking- an experience everyone
must undertake Escaping Reality
Community Support
Our lodge by the sea is committed to
Customer Review giving back to our community! Our not-
for-profit soup kitchen relies on
Dear Dorman Point Lodge, generous non-perishable food
My husband and I had the most amazing donations as well as volunteers who
time at your lodge a couple weeks ago. kindly give their time to a great cause.
Everything was perfect from room
comfort, food quality, and amenities.
What wowed me the most was how
great and welcoming the staff appeared! † ROBERTS CREEK ¢
They treated us with respect and came 3456 Tranquil lane, Roberts Creek,
to work happy and proud to work for an British Columbia V7K 4G6
amazing company. I want to recognize
Sarah Law for personalizing our dining Tel: 250.578.4322
experience. She got to know her guests
very well and recommended must-do Fax: 1.800.292.9101
activities before our departure. She has www.dormanpointlodge.ca
a great personality and made me laugh
all the time. Great Customer service!
Keep up the great work Dorman Point
Lodge staff! 14
Property Profile Dining Experience
Having experienced and educated
Welcome to Dorman Point Lodge by the
chefs our lodge offers nothing but the
Sea in Roberts Creek. Our lodge is the
best meals you can ask for.
place to go when you need a get-away
to enjoy peace and relaxation. Our • Cafe, bakery, deli
lodge is located in one of the most
beautiful places in British Columbia. • Enjoy a sit down breakfast in
Our “sea-suite” rooms are designed our Shine room looking off into the
using natural wood and products to ocean with large windows.
enhance the feeling of being connected
• “Chambelle”, our fine dining
to nature. With large windows
overlooking the ocean, you will be sure experience offers meals lunch and
to enjoy breath-taking views. We dinner.
guarantee you will have seen nothing • Lobby Lounge offers high tea
like it! Our lodge boasts 45 sea-suites from 10am-3pm.
suitable for anyone’s needs; including
our king, queen, double, twin, and • Cocktail happy hour from 4pm-
handicap equipped rooms. Our hotel 5pm everyday
rooms are non- smoking, as per by-law,
• Enjoy a live band from 4pm to
however there are designated smoking
areas located on the outdoor property. 12am Fridays and Saturday evenings
All suites include a vast array of • In-room dining
comforts including individual climate
control, in room coffee maker, ironing
board, hair dryer, data port, voice mail,
large plasma screen televisions, and
complementary Wi-Fi. Valet parking is
also available for all of our valued
guests.
Amenities
Located in the most breath-taking
place in British Columbia, our resort
offers plenty of outdoor activities and
amenities.
Activities:
• Kayaking and paddle boarding
• Tennis courts- personal
instructors are available
High Tea
• Gym facility 10am-3pm
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