The key to a robust — and growing — business in the travel, tourism, and hospitality industry is marketing that’s truly strategic
Learn EXACTLY how to market YOUR travel, tourism, and hospitality business strategically so that you can expand your audience, attract a consistent stream of new customers, and grow to new levels of revenue — all in just 7 weeks!
You’ve got a business in the travel, tourism, and hospitality industry…
...it’s a museum or cultural institution, a winery or brewery, a tour company, a local attraction, or a destination marketing organization.
The travel industry has proven themselves resilient and innovative in the face of adversity.
Whether it is a global pandemic or regional challenges, those of us leading organizations in the travel, tourism, and hospitality industry must be prepared to keep our organization strong and growing.
As we plan for the future, we are faced with a lot of heavy questions.
Questions like:
What can I do to protect my business in the future?
How do I create a healthier stream of leads?
How do I rebuild my business after a devastating year?
How do I reach new audiences so that I can expand and grow?
You know that marketing has a lot to do with it —
but up until now, your efforts have either felt like throwing spaghetti against the wall…
...or relying on the same one or two marketing approaches and hoping that they’ll work.
There are many times you feel like your marketing efforts may
be wasted…
...as you spend time and money on a particular method and then struggle to see results.
You suspect there are plenty of opportunities that you’ve never even thought of…
...ones that could breathe fresh life into your business and help you see real growth.
But without the guidance or the framework to help you find those opportunities and leverage them to attract new clients and customers, you keep doing the same old thing…
Crossing your fingers that it works, while worrying about the future and wondering if there are new avenues for growth that you’re allowing to pass you by.
Hear this: I understand your worry.
Our industry has faced/is up against some big obstacles – and there’s much rebuilding to do.
But in that rebuilding there’s a lot of OPPORTUNITY.
Opportunity to rethink how we market and talk about our businesses.
Opportunity to collaborate with other companies in our industry and tap into new audiences.
And opportunity to better protect our businesses by taking a more diverse approach to attracting new leads.
The #1 way to tap into those opportunities and grow your business like never before is to THINK ABOUT YOUR BUSINESS STRATEGICALLY and have a strategic marketing plan.
So many businesses — especially small to mid-size businesses
in the travel, tourism, and hospitality industry — are
run by owners or directors who are wearing lots of hats.
They are responsible for MANY facets of the business, with
marketing just being one.
This can easily lead to their marketing functions becoming
automated, stale, or non-diverse because there are so many
other things that need to be done.
It can also lead to some common incorrect assumptions about marketing — and if there’s truly a need to take a strategic approach — such as:
#1: Marketing is an expense that I can’t tie directly to revenue or visitor traffic, so it’s not worth experimenting with.
Marketing that is truly strategic IS an expense that can be tied to results. Developing a
strategic plan for marketing pays benefits because you no longer waste money on
marketing tactics that don’t drive business results.
#1: Marketing is an expense that I can’t tie directly to revenue or visitor traffic, so it’s not worth experimenting with.
Marketing that is truly strategic IS an expense that can be tied to results. Developing a
strategic plan for marketing pays benefits because you no longer waste money on
marketing tactics that don’t drive business results.
#2: I already am (or have hired) an experienced and trained marketer, and have a plan, so my current marketing should be fine.
Markets and marketing are in a constant state of change, and having a strategic plan allows you to be ready for the changes. It also allows you to adapt your plan based on results, and provides confidence in your ability to continue to drive business growth.
#2: I already am (or have hired) an experienced and trained marketer, and have a plan, so my current marketing should be fine.
Markets and marketing are in a constant state of change, and having a strategic plan allows you to be ready for the changes. It also allows you to adapt your plan based on results, and provides confidence in your ability to continue to drive business growth.
#3: Most of my business comes from the local market or repeat customers who already know about my business. It is too hard to find new customers or reach visitors from outside our area.
Reaching new customers and out-of-town visitors has never been easier — especially with a strategic plan. Expanding your audience helps your business grow, and it also smooths out the peaks and valleys of your sales cycle and protects your business.
#3: Most of my business comes from the local market or repeat customers who already know about my business. It is too hard to find new customers or reach visitors from outside our area.
Reaching new customers and out-of-town visitors has never been easier — especially with a strategic plan. Expanding your audience helps your business grow, and it also smooths out the peaks and valleys of your sales cycle and protects your business.
Marketing your business strategically — and having a strategic marketing plan — allows you to become so much more efficient, effective, and successful in your marketing efforts (and as a marketer)!
That’s because strategic marketing provides you with:
A thorough understanding of the full range of marketing opportunities that exist for your business
Clear goals for business growth
Specific strategies that will make sure you take the right action to meet your goals
A structure to track and measure your results
The good news is…
ANY business in the travel, tourism, and hospitality business industry can benefit from strategic marketing — and can start implementing it right away.
With the right guidance and framework, you can:
Create a more diverse and integrated marketing approach that allows you to create a healthy pipeline of new customers for your business
See clearly how you fit into the travel, tourism, and hospitality industry and how to pull more business as a destination — not just as a local business
Use real strategies to expand your audience, rebuild your business, and grow new revenue
I know it may seem impossible to imagine achieving all of this after a difficult year…
...but it’s absolutely possible — and 100% doable.
I know this is true because I’ve helped so many businesses just like yours create the marketing strategy and strategic plans they’ve
needed to see a big shift in their success.
Hi, I’m Nicole Mahoney.
My passion and experience for the travel, tourism, and hospitality industry has spanned nearly 30 years.
Growing up in a small family-owned business, I first became interested in — and saw the potential created by — event marketing and planning. I eventually went on to run one of the largest festivals in the Finger Lakes region called the Lilac Festival, and was also involved in the construction of my community’s brand-new baseball stadium. Both of those events brought my attention to what tourism can do for a community — and I developed a love for the small businesses that the travel, tourism, and hospitality industry supports.
Fast forward to 2009 when I created Break the Ice Media, a marketing agency that specializes in PR, event planning, and digital marketing for travel, tourism, and hospitality businesses in all segments of the industry.
Through working with our clients, I realized that one of the biggest issues we were consistently seeing was the tendency for businesses to want to jump right to marketing tactics without paying enough — if any — attention to their marketing strategy. So many businesses were focused on short-term quick wins instead of thoughtfully planning a long-term marketing strategy for continual growth and success.
I became passionate about helping my clients create strategic marketing plans, and to really step back and think through the strategy that’s driving their marketing so they can meet their business goals.
When the pandemic hit, the need for strategic marketing became more important than ever.
Strategic marketing — and having a strategic marketing plan — was not only the best way to get through the pandemic, but it’s now the best way to recover and begin to grow again as the travel, tourism, and hospitality industry opens back up.
With services restricted or shut down altogether and resources — both human and budgetary — stretched very thin, it was (and still is) imperative that businesses think through their marketing plans and get as strategic with expanding their audiences, finding new opportunities, and leveraging them as much as they possibly can.
It’s been crucial for our clients’ businesses — and it’s crucial for YOUR business, too.
That’s why my team and I have taken our nearly three decades of expertise in marketing, our intensive focus on the travel, tourism, and hospitality industry, and our proven step-by-step framework for creating a strategic marketing plan and designed an online program for YOU.
The mission is to help you start thinking long-term about your marketing so that you can create an effective, efficient, and highly successful marketing strategy that will not only help you recover from the upheaval of the pandemic but will allow you to grow your business in ways that make it better than it's ever been before.
Ready to learn how?
A RecoveryRoadmap™ Building a Strategic Marketing Plan for Your Travel,
Tourism, and Hospitality Business:
Building a Strategic Marketing Plan for Your Travel, Tourism, and Hospitality Business: A RecoveryRoadmap TM is a 7-week online course that will help you identify the marketing opportunities that are available for your business, define clear goals for growth, determine the specific action that needs to be taken to meet your goals, and create a strategic plan that will support long-term success.
As part of Building a Strategic Marketing Plan for Your Travel, Tourism, and Hospitality Business, you’ll receive:
Seven Learning Modules
That will lead you step-by-step through creating a strategic
marketing plan for your business
18 Tools
To help you dig deeper into what you’re learning in the course and implement it into your work
Here’s what you’ll learn and explore in each module of Building a Strategic Marketing Plan for Your Travel, Tourism, and Hospitality Business…
Module One: Knowing Where You Are Now and Where You Are Going
You’ll kick off the course by defining what a strategic marketing plan is, as well as why you need one. You’ll understand the process for how to create a strategy step-by-step. Then you’ll do a situational analysis on your business so that you can understand exactly where you’re at right now and the most important foundational elements that you’ll focus on to drive you forward.
In this module, you’ll use the following tools:
Strategic Marketing Plan Template that will help you learn about and build your own strategic marketing plan
Situational Analysis: Building Your Background Worksheet that will guide you through an analysis of your own business
Module Two: Finding the Opportunities
In Module Two, you’ll explore the various marketing opportunities that may exist for your particular business. You’ll analyze your business’s strengths, weaknesses, opportunities, and threats (SWOT) and then explore the target audiences and segments that may hold new potential for your growth. Then, you’ll identify opportunities that you’d like to research further, as well as how to conduct research to confirm that a particular opportunity is worth pursuing and how you might go about pursuing it.
In this module, you’ll use the following tools:
SWOT Analysis Tool to help you determine the strengths, weaknesses, opportunities, and threats for your business
Finding the Right Research Focus Prompting Questions to help you identify the opportunities that are worth pursuing in your business
Secondary Research Resource Links that allow you to dive deeper into the research process
Module Three: Turning Opportunities into Strategies that Meet Your Goals
In Module Three, you’ll define goals for your marketing and for your business based on the opportunities you’ve researched and chosen to pursue. You’ll understand how to craft a high-level goal, as well as how to turn the opportunities you’ve identified into actual strategies for success.
In this module, you’ll use the following tools:
SMART Goals Worksheet that outlines the SMART system for setting goals and guides you to set your own
Establishing Market Strategies Worksheet that helps you take the opportunities you’ve researched and decided to pursue and put actual strategies to them
Goals and Strategies Example to help you visualize what it looks like to turn goals into strategies so that you can do the same with your own
Module Four: Defining Your Target Audience
In Module Four, you’ll dive deep into your target audience — not just in their demographics and geographical locations but also in their motivations and the attitudes they carry. You’ll learn how to find the attitudes in a target audience that align with your strategies and how to segment your audiences based on their likes and preferences. You’ll also learn how to create a detailed audience persona using a simple exercise.
In this module, you’ll use the following tools:
Identifying Your Target Audience Worksheet to help you get clear on who you’re marketing to
Getting More Insight Into Your Audience Personas Examples to help you explore your target audiences in even greater detail that uses examples to guide you to create an audience persona of your own
Module Five: Devising the Right Messages for Your Audience
Now that you deeply understand your audience(s), it’s time to create messages that resonate with them. You’ll discuss how to position your message strategically, as well as how to identify your key message points. You’ll also explore how to use your strategy to craft messages for your audience that will best help you meet your goals.
In this module, you’ll use the following tools:
Strategic Positioning and Messaging Worksheet that helps you determine the best positioning for the strategies you’ve chosen for your marketing goals
Crafting Key Messages Worksheet that guides you through creating the messages you most want to share with your audience — and that they most want to hear
Module Six: Creating the Right Marketing Budget for Your Goals
In Module Six, you’ll talk about your marketing budget, and how to establish it where it can successfully meet your goals. You’ll explore how to connect your budget to your goals, the different ways to think about your budget, and some ideas for spending your budget that make the most sense for your business. You’ll also discuss the baseline must-haves for marketing, including a website, social media, and more.
In this module, you’ll use the following tools:
Budget Planner that will help you consider — and plan for — the various marketing aspects that need budgeting
Must-Have Marketing Checklist that outlines the key things you must have in place for successful marketing
Module Seven: Marketing Tactics and Action Plan
In our final module, you’ll put it all together to build a strategic marketing plan for your business. You’ll learn the PESO Model (Paid, Earned, Shared, Owned) and why it’s a great model to follow, as well as the tactics that are best for bringing your goals to life within your budget. You’ll then create a tactical plan that you can implement alongside your budget, and an action plan that you roll out month by month and/or seasonally.
In this module, you’ll use the following tools:
Tactical Plan Organizer to help you identify the tactics to expand your marketing and achieve your goals
Action Plan Template to help you identify the specific action steps you need to take
Resources Links to further support the creation of your strategic marketing plan
Building a Strategic Marketing Plan for Your Travel, Tourism, and Hospitality Business: A RecoveryRoadmap TM is a 7-week online course is already PACKED with value that will help you create the marketing strategy and strategic plans you need in order to see a big shift in your success, but when you join now you’ll also receive the following BONUSES…
Bonus #1
Private Facebook Community
Join Nicole and other course participants in our private Facebook community to ask questions, join discussions, and get the feedback you need to succeed in the program.
Bonus #2
Measuring for Market Success
You’ll receive an additional module of video content that will show you how to measure your marketing efforts, including determining what to measure, the different types of measurement and building it into your regular routine, establishing KPIs, and creating structures to track results.
Whew — that’s a lot of value!
Need a recap?
Here’s everything included in Building a Strategic Marketing Plan for Your Travel, Tourism, and Hospitality Business:
Ready to get strategic with your marketing and not only
rebuild your business...but grow it to new heights?
No matter which level you join, your experience starts immediately once you click the “Join Now” button below, where you’ll be taken to our secure checkout. When you register, you’ll receive an email confirming your registration, as well as instructions on how to access your learning portal. If you have questions along the way, our team is here to help you get access to the content and ensure you get the most out of the program!
Building a Strategic Marketing
Plan for Your Travel, Tourism,
and Hospitality Business
COURSE ONLY
You’ll receive:
7 recorded video modules, delivered weekly
18 tools
2 value-packed bonuses
Price
$897
Building a Strategic Marketing Plan for Your Travel, Tourism, and Hospitality Business
COURSE + COACHING
You’ll receive:
7 recorded video modules, delivered weekly
18 tools
2 value-packed bonuses
PLUS Monthly Live Group Q&A Calls with Nicole (with year-long access)
Price
$997
VIP EXPERIENCE
Building a Strategic Marketing Plan for Your Travel, Tourism, and Hospitality Business
You’ll receive:
7 recorded video modules, delivered weekly
18 tools
2 value-packed bonuses
Monthly Live Group Q&A Calls with Nicole (with year-long access)
PLUS TWO 60-minute 1:1 coaching sessions with Nicole
Price
$1997
100% Safe and Secure Checkout.
Payment processed through secure gateway networks
100% Safe and Secure Checkout.
Payment processed through secure gateway networks
100% Safe and Secure Checkout.
Payment processed through secure gateway networks
Ready to get strategic with your marketing and not only
rebuild your business...but grow it to new heights?
No matter which level you join, your experience starts immediately once you click the “Join Now” button below, where you’ll be taken to our secure checkout. When you register, you’ll receive an email confirming your registration, as well as instructions on how to access your learning portal. If you have questions along the way, our team is here to help you get access to the content and ensure you get the most out of the program!
Building a Strategic Marketing Plan for Your Travel, Tourism, and Hospitality Business
COURSE ONLY
You’ll receive:
7 recorded video modules, delivered weekly
18 tools
2 value-packed bonuses
Price
$897
100% Safe and Secure Checkout.
Payment processed through secure gateway networks
Building a Strategic Marketing Planfor Your Travel, Tourism, and Hospitality Business
COURSE + COACHING
You’ll receive:
7 recorded video modules, delivered weekly
18 tools
2 value-packed bonuses
PLUS Monthly Live Group Q&A Calls with Nicole (with year-long access)
Price
$997
100% Safe and Secure Checkout.
Payment processed through secure gateway networks
Building a Strategic Marketing Planfor Your Travel, Tourism, and Hospitality Business
VIP EXPERIENCE
You’ll receive:
7 recorded video modules, delivered weekly
18 tools
2 value-packed bonuses
Monthly Live Group Q&A Calls with Nicole (with year-long access)
PLUS TWO 60-minute 1:1 coaching sessions with Nicole
Price
$1997
100% Safe and Secure Checkout.
Payment processed through secure gateway networks
Testimonials
At Old Sturbridge Village, our marketing team knows that starting with a plan gives us direction while providing flexibility to react to upcoming opportunities. Our museum has many different facets including; travel/tourism, education and fundraising, the strategic marketing plan keeps all of us on the same page. The RecoveryRoadmap TM 7-step planning process helped us get through the COVID19 crisis with higher than expected numbers because we had all of our strategies and tactics firing on all cylinders which allowed us to constantly measure, course correct and ensure success.
Chist Tieri, Chief Marketing Officer, Old Sturbridge Village
We leaned heavily on the 7-step strategic planning process, to keep us from getting lost in the weeds and ensuring we were applying sound principles to our strategic planning. We used the process to develop a marketing plan designed to reach new and more diverse audiences, by focusing on Harriet Tubman, one of our community’s most famous historic figures. The strategic marketing plan will help us maximize the opportunities in front of us and bring new visitors and business to Cayuga County.
Karen Kuhl, Executive Director, Cayuga County Office of Tourism
30-Day Money-Back
Guarantee
You can dive into the course for the first 30 days and begin to develop a strategic plan for marketing your travel and tourism business. If you are not satisfied with the results within those 30 days, you can request a refund. This entire program is designed to help you put the knowledge that you’re learning into action. You will be asked to share your implementation and results in the program to qualify for a refund.
A: You’ll have immediate access to Module One, as soon as you join the program. The remaining modules will be released each week. You will have forever access to the course materials.
There IS a way to recover from the financial effects of the
pandemic and rebuild your travel and tourism business
better than ever before.
It won’t happen with “cross your fingers” marketing…
And it won’t happen with the same old marketing tactics you’ve used over and over again.
It WILL happen, however, by getting strategic with your marketing…
...and creating a truly strategic plan to map out your opportunities, efforts, and results.
If you’re ready to finally have a marketing plan in place that will set you up for long-term business success…
...Building a Strategic Marketing Plan for Your Travel, Tourism, and Hospitality Business:
A RecoveryRoadmap TM was
designed to show you how.
© Nicole Mahoney 2021 | Terms + Conditions