1. Analysed the guest database to identify the geo-demographics of visitors.
2. Determined the average “stay” of various segments within this database.
3. Did likewise for “Golf Club Members and Day Visitors”.
4. Scrutinised previous advertising efforts and measured such expenditure against returns, in order to determine the success of such advertising.
5. Compared all of the statistical data with similar available hospitality industry data (to determine if Horizon’s trends were akin to other comparable hospitality venues).
6. Through the establishment of a “profit pie”, John identified the most valuable guests, plotted where “similar looking people” live – and then used this important information as a major focal point in the ensuing Marketing Plan.
7. Spoke to numerous Management and general staff members, in order to gain a better insight into other aspects of the Resort.
Within a period of just over 3 months, Horizons Resort gained a 12-month strategic Marketing Plan, all based on a combination of package offers and targeted communications tactics.