Four Points New Build PR Modules

Phase 1: Deal Execution

This module outlines the communications steps to follow when an announcement on a new property is about to be made.

Step 1

Draft hotel announcement release

Phase 2: Groundbreaking

This module outlines the communications steps to follow starting from groundbreaking through the topping off period (approximately one year from the property’s grand opening).

Step 1

Develop groundbreaking event concept

  • Tasks:
    • Brainstorm/finalize event concept; note any brand specifications for groundbreakings. Review Step 3 and read the attached event checklist and event agenda. All event concepts need brand/Starwood corporate PR approval.
    • Coordinate with Starwood brand representative to identify who will attend the event from Starwood corporate.
    • Send save-the-date to Starwood corporate staff attending and corporate PR.
    • Outline details: date, time, location, budget.
    • Determine responsible party — developer/owner and/or developer PR firm.
  • Timing:
    • 10 weeks prior to groundbreaking
  • Responsibility:
    • developer/owner and/or developer PR firm
  • Downloads:

Step 2

Coordinate media relations related to groundbreaking

Step 3

Coordinate event details for groundbreaking event

Step 4

Coordinate pre-event set-up for groundbreaking event

  • Tasks:
    • Install construction signage and tent
    • Coordinate move-in of any equipment (i.e. A/V, power, staging, etc.)
    • Set up catering, branded premium items and collatera
    • Coordinate other pre-event set-up (i.e. compiling goodie bags, etc.)
    • Host dry run of event
  • Responsibility:
    • developer/owner and/or developer PR firm
  • Other tips/instructions:
  • Downloads:

Step 5

Host groundbreaking event

Phase 3: Ramp-up

This module outlines the communications steps to follow starting after the topping off period through the ribbon-cutting event. The bulk of activity includes the final six months prior to the ribbon-cutting event.

Step 1

Secure PR agency (if not applicable, proceed to Step 2)

  • Tasks:
    • Issue RFP to local PR agencies
    • Review solicited proposals; select 3 finalists
    • Contact finalists; issue finalist notification document
    • Host finalist presentations
    • Select agency
  • Timing:
    • Begin 8-9 months prior to ribbon-cutting event and allow 6-8 weeks for completion
  • Responsibility:
    • GM/DOSM or franchisee (if desired)
  • Downloads:

Step 2

Brand immersion for in-house management (GM or DOSM) or retained PR agency

Step 3

Develop ribbon-cutting event concept

  • Tasks:
    • Develop ribbon-cutting event concept and outline logistical details (date, time, location, budget). Review step 5 and the event checklist and event agenda. Note any brand specifications for ribbon-cuttings. Obtain brand/Starwood corporate PR approval.
    • Coordinate with Starwood brand representative to identify who will attend the event from Starwood corporate.
    • Send save-the-date to Starwood corporate staff attending and corporate PR.
  • Timing:
    • To be completed 3-4 months prior to ribbon-cutting
  • Responsibility:
    • GM/DOSM, franchisee or retained PR firm
  • Downloads:

Step 4

Coordinate media relations

Step 5

Plan/coordinate ribbon-cutting event

Step 6

Oversee other tasks

  • Tasks:
    • Develop hard-hat tour event for local tourism board, corporate travel buyers and meeting planners to showcase property.
      • Outline and coordinate logistics
      • Assign responsibilities
      • Implement per plan
    • Develop hard-hat tour event for taxi drivers.
      • Outline and coordinate logistics
      • Assign responsibilities
      • Implement per plan
  • Responsibility:
    • GM/DOSM, franchisee or retained PR firm
  • Other tips/instructions:

Step 7

Track and measure results

  • Tasks:
    • Track all editorial coverage (where possible) and/or coordinate use of a clipping service (ongoing). Assess media values.
    • Reproduce positive clips for re-packaging in marketing materials and/or press kits (ongoing).
    • Draft monthly status report for Starwood corporate PR that lists all PR activity. Attach clips.
  • Responsibility:
    • GM/DOSM, franchisee or retained PR firm

Step 8

Host ongoing communication

  • Tasks:
    • FOR PR AGENCIES:
      • Host weekly calls with GM/DOSM or franchisee to keep abreast of status of all details (ongoing up until 2 weeks prior to opening)
      • Host daily calls with GM to keep abreast of status of all details (final 2 weeks prior to ribbon-cutting event)
    • FOR GM/DOSMs or FRANCHISEES:
      • Weekly email sent to Starwood corporate PR with status and updates

Phase 4: Grand Opening Event

This module outlines the communications steps to follow to plan a successful grand opening event (planning should begin one month prior to the official public opening/ribbon-cutting and the grand opening event likely will occur about one month following the ribbon-cutting).

Step 1

Develop grand opening event concept

  • Tasks:
    • Develop on-brand event concept for grand openings. Review step 3 and read the event checklist and event agenda. All event concepts need brand/Starwood corporate PR approval.
    • Coordinate with Starwood brand representative to identify who will attend the event from Starwood corporate.
    • Send save-the-date to Starwood corporate staff attending and corporate PR.
    • Outline details: date, time, location, budget.
    • Determine if you need outside assistance from a PR firm.
  • Timing:
    • 3-4 months prior to desired date of event
  • Responsibility:
    • GM/DOSM or franchisee (with possible help from retained PR firm)
  • Downloads:

Step 2

Coordinate media relations for grand opening event

Step 3

Coordinate grand opening event details

Step 4

Coordinate grand opening, pre-event set-up

  • Tasks:
    • Install any event furniture, A/V equipment, staging, lighting, etc.
    • Set up catering, premiums and collateral; hang signage, etc.
    • Host dry run of event.
  • Responsibility:
    • GM/DOSM, franchisee or retained PR firm
  • Other tips/instructions

Step 5

Host grand opening event

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