'The Glencarn Hotel, good food in comfortable
surroundings with a friendly atmosphere'
My
group undertook the task of developing a re-branding plan for The Glencarn
Hotel for an assignment for the college course we are enrolled in. The hotel
itself is quite successful as it has been established twenty five years and is
still going quite well. The hotel’s marketing communications however are not
well integrated and their on-line presence is very minimal. We decided on
redesigning the website and all print media so that they would portray a “one
voice, one look”. As the hotel is successful we recognised that the management
are currently targeting the correct markets for it. We did also recognise that
they are not marketing to these markets very effectively. We came up with
strategies to better target the chosen markets such as leaflet drops to promote
the leisure centre, search engine optimisation to increase leisure stays,
developing links with golf clubs to promote golf breaks in Castleblayney which
would increase revenue for the hotel as it is the only one in the town and also
to redesign the wedding brochures to impress potential wedding customers. These
were only but a few of our recommendations and it goes without saying that they
would all portray the same message in relation to the hotel brand. We also
proposed a new symbol and slogan to further strengthen the hotel brand.
This
was an interesting and most beneficial project that gave us a real opportunity
to apply the knowledge and skills we have learned at Dundalk Institute of
Technology to what could be a task we will encounter in industry when we leave.
Benji
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