SERVICES
Advisory
• Project Feasibility
• Market Supply & Demand Studies
• Site Analysis
• Space Design & Programming
• Initial Business Planning
• Management Company Selection
Management
• Conference Center Repositioning
• Technical Services
• Asset Management
• Property Management
Operations
• Management and Operational Consulting
• Improved Operations = Improved Customer Satisfaction
& Profitability
• Staff Selection (all positions)
• Customer Feedback Systems
Sales & Marketing
• Sales and Marketing Management and Sales Team Support
• Package Rate Calculation
• Marketing Plan Development
• Collateral Development
• Customer Event Design and Coordination
• Marketing Project Program Design and Coordination
• Public Relations Program Design and Coordination
• Building a Marketing/PR Culture from Within
• Social Networking
• Disciplined Client Engagement / Mystery Shopping
Business Development
• Telemarketing and Sales Blitz Coordination
• Database Cleansing
• Cold Calling/Prospecting/Lead Generation
• Appointment Setting
• Trade-show follow-up
• Direct Mail follow-up
Training
• Package Sales Training
• Customer Service Training
• Understanding the Conference Center Concept
• Conference Center/Group Sales Training
• Conference Center/Conference Planning & Services
• Conference Center/Implementing a Successful Food
& Beverage Program
Advisory Services
CONFERENCE CENTER FEASIBILITY
A Package of services including site analyses, supply &
demand & competitive market analyses, development of
estimated financial impact, and initial space design &
programming. This service is most often provided to corporations,
colleges and universities, not-for-profit organizations,
and commercial developers when considering new construction
or existing asset conversion.
MARKET
SUPPLY & DEMAND STUDIES
Market demand study involving primary research of potential
user groups and extensive research into the performance
of comparable and competitive facilities. Data provides
insights into historical market occupancies, ADR and REVPAR
and projects success of new projects in given markets.
SITE ANALYSIS
Evaluation of the challenges and potential benefits of
a potential location with recommendation of best use of
site for Hotel, Inn, Conference Center, or Day Center.
SPACE DESIGN & PROGRAMMING
Assessments are based on an of the specific demand characteristics
for a conference center project. PHG will provide the
client a comprehensive list of recommended meeting room
types and capacities with technology guidelines. PHG also
conducts space programming analyses of existing meeting
and conference facilities for the purpose of recommending
expansions or remodeling.
INITIAL BUSINESS PLANNING
PHG will participate in conceptual planning and development,
development of initial business plans and proposals, preliminary
marketing strategies, financial plans, and resources needed
for the development team.
MANAGEMENT COMPANY SELECTION
PHG has significant experience in creating comprehensive RFP’s
and can provide guidance in establishing criteria for selecting
a management company. Having worked with all the major conference
center management companies, we provide objective and insightful
technical opinion to owners during the review, analysis and
selection process.
Management Services
CONFERENCE CENTER REPOSITIONING
Creating a Conference Center, either from ground up or through
conversion is an exciting, challenging and rewarding process
that utilizes the talents and expertise of all disciplines
within a successful organization. Few companies have all the
resources required to transition from one market position
to another and continue to deliver the same high-level of
service within this new market position. Creating a Conference
Center culture through the installation of systems and staff
training is the core competency of PHG. Successful conversions
of hotel properties to Conference Centers (in part or in total)
follow a meticulous five phase approach that begins with gaining
an understanding of the conference concept then embracing
cultural changes in sales, services and delivery concepts
to include Food & Beverage, Operations and financial reporting
and quality assessment. All phases are critical to the long-term
success and integrity of the concept and the operation.
These phases are:
I. Design and Development (New and Renovation)
II. Market Analysis and Repositioning Sales Plan
III. Operational Readiness/System Implementation
IV. Staff Training - Sales, Conference Services, Operations,
Financial Services
V. Assessment & Adjustment
Time frames for conversions typically run 12-24 months, dependant
on construction schedules and strategic commitment. Each phase
of the project contains numerous tasks that will ultimately
involve all the major operational and support departments.
Through the process the concept will become understood and
the culture will take shape.
TECHNICAL SERVICES
Developing a project require a detailed and disciplined approach
to achieving an envisioned goal as well as being able to make
necessary course corrections along the way. PHG can assist
owners with the tasks needed to get a property ready for business.
Such tasks include but are not limited to:
I. Project management
II. Architectural design over site
III. Interior design over site
IV. Value engineering
V. Establishing a critical path and overseeing the path
VI. Provide guidance in FF&E identification and purchase
VII. Review/advise on all schematics, space allocations
VIII. Technology identification and purchase
Operations Specific
MANAGEMENT & OPERATIONAL CONSULTING
• Compensation and benefit studies
• Operational reviews
• Customer service improvement
• Budget Review and new budget construction
• Review of existing management contracts
IMPROVED OPERATIONS = IMPROVED CUSTOMER SATISFACTION &
PROFITABILITY
PHG provides comprehensive operational systems analysis in
food and beverage, conference planning, accounting and property
operations. Logical solutions are provided by PHG specialists
in the entire range of conference center operating departments.
Our solutions result from "hands-on" experience,
not textbooks. Support can end with recommendations or continue
thought implementation.
STAFF SELECTION (ALL POSITIONS)
PHG will develop staffing guidelines with corresponding job
descriptions appropriate to the scale and scope of a property.
Analysis includes staffing comparisons within the competitive
set and within the industry segment.
CUSTOMER FEEDBACK SYSTEMS
Satisfied customers are the bottom line. PHG can design and
implement feedback programs targeted to specific operational
needs. Information gained from such programs is essential
in improving the customer experience and improving staff morale.
Sales & Marketing Specific
SALES & MARKETING MANAGEMENT
This is a turnkey management solution that provides conference
center sales and marketing team leadership. PHG has proven
success in providing full management support including marketing
plan development and execution, revenue strategy development,
goal development, competitive strategies, sales training and
day to day team management.
SALES TEAM SUPPORT
Our team of skilled sales professionals regularly supports
various conference center clients by participating in regularly
scheduled sales meetings via video teleconference or teleconference.
These sessions generally occur on a weekly or bi-weekly basis
and provide many owners with a method of receiving cost effective
expertise which supports their on-property team. Included
in the meeting are tactical recommendations, competitive strategies,
and frequent sales education segments
RATE CALCULATION
PHG has a proprietary tool for determining a package rate
structure that supports property revenue and ADR goal. The
Rate Calculator™ provides a simple to use method of
building operational allocations, calculating taxes, identifying
package rates for all scenarios and determining revenue contributions
by group. The tool will help in yield management analysis
of groups and provide flow-through information by group and
rate.
MARKETING PLAN DEVELOPMENT
For most externally marketed conference centers, a comprehensive
and usable marketing plan is the road map for financial success.
PHG prepares complete marketing plans with specific sales
actions which provide a practical and detailed method of organizing
and implementing all of the necessary direct sales and marketing
activities required. These plans include guidelines for establishing
sales manager goals and appropriate compensation
COLLATERAL DEVELOPMENT
The PHG marketing team has the ability to provide all the
necessary print tools necessary to support the sales &
marketing effort. We can provide creative consultation and
production of materials from complete property sales kits
to each independent element within a comprehensive effort.
Such collateral would compliment and support virtual media
efforts.
EVENT COORDINATION
PHG Marketing Services can organize, facilitate and launch
your Customer Events, Opening Celebrations and programs such
as Meeting Planner Workshops and Customer Focus Groups.
MARKETING PROJECT COORDINATION
Turn-key Project Management of Direct Marketing Campaigns-from
designing the E-Blast, Mailer and Fulfillment to Tele-prospecting
and Tracking PHG will implement the full campaign.
PUBLIC RELATIONS COORDINATION
PHG can development of a Strategic PR Plan to communicate
and support each stage of a project. A carefully crafted,
well timed press release can be effective, affordable and
targeted means to support your project. PHG is connected with
all major news channels and can write and deliver your message
to the right media outlets.
BUILDING A MARKETING/PR CULTURE FROM WITHIN
PHG is pleased to partner with Rob Carey, Principal of New
York-based Meetings and Hospitality Insight. MHI offers a
unique service whereby front-line department employees are
taught to observe the changes, emerging trends, and unique
experiences taking place among meeting groups coming through
the property/destination. This will, in turn, prepare the
ground for regular "knowledge transfer" sessions
between the customer-facing departments and the marketing/PR
teams. Marketing/PR can then use that front-line intelligence
to position the property as a valuable source of ideas to
media outlets, resulting in more coverage for the property,
and also create more effective content for the brand's own
publications, e-newsletters, etc.
DISCIPLINED CLIENT ENGAGEMENT / MYSTERY SHOPPING
There are two reasons to “Shop” your sales professionals:
a) Determine the areas that need training and development
b) Determine if the training and development you have provide
are being used
Every time a property decides to engage in sales training,
a mystery shop program should be part of the equation. This
service should be provided by an independent third party (not
the organization engaged to provide training). Our Shop tools
are customizable to reflect the specific objectives of your
organization. We will pinpoint the key areas that require
greater attention. The result will be a stronger and more
disciplined approach to the selling function.
Business Development
TELEMARKETING AND SALES BLITZ COORDINATION
Through a comprehensive program of activities including telemarketing,
database management and development, PGH will provide clients
with a platform for identifying business opportunities in
key feeder cities. Our state of the art telemarketing system
gives you the ability to develop a more personal relationship
with your customers and provides better market research data.
This gives stronger reinforcement to your marketing programs
because they are based on better information
DATABASE CLEANSING
When was the last time your sales database was cleansed and
updated to ensure that all information: contact names, titles,
address, industry, etc., were current? Old information results
in less productive direct mail campaigns and other inefficiencies.
You may think you are working with a clean, qualified database,
but studies show that 40% of contact information becomes invalid
after just 6 months!
Update your records quickly and efficiently capturing information
you never had before such as fax numbers and email addresses.
COLD CALLING/PROSPECTING/LEAD GENERATION
Cold calling - two words that strike fear in the heart of
even the most experienced salesperson. Most salespeople despise
it. In a recent survey, salespeople were asked what they hated
most about their jobs. Cold calling won by a landslide.
But cold calling is a great, inexpensive way to generate new
clients and increase your business. It takes a special kind
of person to excel in cold calling. Cold calling is tough,
tedious work and requires good communication skills, persistence,
and thick skin.
Our mission is to do your cold calling for you and then provide
the information that will lead you to your "Golden 10%"
- those prospects actively seeking your product or service
with a budget in place.
APPOINTMENT SETTING
Appointment Setting has been the keystone of generating new
business from the beginning of time. There are very few businesses
that do not use telemarketing for appointment setting in some
shape or form. Many businesses invest over 90% of their marketing
budget in appointment setting. Why? Because it works! There
is nothing stronger, nothing more effective than a face-to-face
meeting. The likelihood of closing a sale dramatically increases
when you consult with a prospect face-to-face. And we make
sure your sales people are meeting only with highly qualified
prospects.
By scheduling qualified appointments for your sales force,
we can increase your number of qualified selling opportunities.
Our team is trained to systematically canvas territories and
set appointments with only those prospects who have a current
need for your product or service.
TRADE-SHOW FOLLOW-UP
Qualifying trade show leads and/or swipes is as important
as attending the show itself. Once the show ends, the task
of qualifying leads is the "lifeblood" of your marketing
efforts.
Turn your trade show leads into new business revenues with
PHG. Many companies come away from trade shows with more leads
than they can handle. The result is lost sales opportunities.
The remedy is outsourcing the trade-show lead qualification.
Remember, an immediate follow-up call will make you appear
timely and trustworthy, a must for suppliers in this day and
age.
DIRECT MAIL FOLLOW-UP
Enhance your return on direct mail by adding telemarketing
follow-up to your marketing plan. We coordinate your mail
drop dates with your telemarketing campaign to make sure that
you are maximizing the effectiveness of your direct mail program
Training
SALES TRAINING
PHG offers a variety of multi-day courses which train conference
center sales personnel in all aspects of the meeting sales
process. We also provide specific training for Directors of
Sales and other property executives engaged in the management
of the sales and marketing process. Topics Include:
• Conference Centers vs. Hotels vs. EMCs: Points of
Difference
• The Package Selling Concept
• Features, Advantages and Benefits
• Overcoming Objections to Package Selling
• Proactive Prospecting
• Personal Sales Calls
• Site-inspections that “Close the Sale”
• Successfully Converting Inquiries into Sales
CUSTOMER SERVICE TRAINING
There is no more valid statement than the following: “The
way you treat your staff is the same way they’ll treat
your customers.” The guests at your properties should
say “wow” when they interact with all staff from
valets to front desk clerks and restaurant servers to room
attendants. “Hopelessly Devoted to Service”™
is a branded training program that creates cheerleaders not
just “satisfied” guests. Memories and stories
that can be related by visitors will carry long past their
meeting dates.
UNDERSTANDING THE CONFERENCE CENTER CONCEPT – COURSE
OUTLINE
1. The Conference Center Concept
2. International Association of Conference Centers - Mission
3. What exactly is a Conference Center – Points of Differentiation
3.1.
Priority of Business
3.2. IACC Universal Criteria
3.3. The IACC Difference
3.4. Meeting Facilities
3.5. Package Plans
3.6. Food & Beverage
CONFERENCE CENTER/GROUP SALES TRAINING – COURSE OUTLINE
1. Consultative Selling to the Meetings Market
2. Developing Strategic Sales Plan
3. Prospecting, Probing for New Accounts, New Markets
4. The Site Visit-Show Time
5. Presentations, Proposals
6. Handling Customer Barriers
7. Selling the Conference Concept, Package Sales
• Package Overview-Types
• Package Advantage/Disadvantage
• Package Pricing Compared to Ala Carte
• F-A-B Selling Conference Centers and Hotels
• Alternatives to Breaking Package
• Package Pricing Objections
• Package Sales to Non-Corporate Markets
• Market Specific Packages-Gov/Assn/SMERF
• Creative Package Selling in Changing Market
• Selling to/thru 3rd Party
• Selling/Competing via RFP
• Procurement
CONFERENCE CENTER PLANNING & SERVICES – COURSE OUTLINE
1. Departmental Organization
2. Conference Planning
2.1.
Departmental Responsibilities
2.2. Position types & skills
2.3. The 5 steps in planning
2.4. Life-cycle of a group (10 Steps)
3. Audio
Visual
3.1.
Departmental Responsibilities
3.2. Position types & skills
3.3. Equipment overview
4. Conference Floor
Operations
4.1.
Departmental Responsibilities
4.2. Position types & skills
4.3. Setup tips and tricks
5. Business Center
5.1.
Departmental Responsibilities
5.2. Position types & skills
6. Pantry
6.1.
Departmental Responsibilities
7. Administration
CONFERENCE CENTER/IMPLEMENTING A SUCCESSFUL FOOD & BEVERAGE
PROGRAM – COURSE OUTLINE
1. Concept Overview
2. Program Components
2.1.
Breakfast
2.2. Lunch
2.3. Continuous Breaks
2.4. Meal Capture Rates
2.5. Breakfast & Lunch
2.6. Dinner Scenarios
2.7. A La Carte Threshold
2.8. Meal Capture Rates
2.9. Leisure Dining
2.10. Carousel-Dine-Around
3. Coffee Breaks Departmental Operations
3.1.
Function Responsibilities
3.2. Position Overview
4. Organizational Structure |
