Magnolia Stay Bed & Breakfast Extension Marketing Plan Anastasia Tucker
Photography by Laura Mudler
Table of Contents Project Statement
4
Brand Overview
5
Current Locations
6
Mood Board
7
Target Customer
8
Customer Profile
9
Industry Trends
10
Future Locations
11
Beginning Accomodations
14
Social Media Strategy
15
Newsletter Strategy
17
Published Marketing Strategy
18
Bloggers
19
Futures Ideas
21
Project Statement Chip and Joanna Gaines have decided to step away from the television light to focus on their family and business. This gives them the opportunity to expand their bed & breakfasts branch of their brand. The Gaines have very strong, Christian, traditional values. They project this throughout their brand. With this project, I wanted to take their values and extend them into an extension of their bed & breakfasts. I chose five locations that follow the values of the Gaines and that would appeal to their target customers. Customers who love the Gaines already, will love staying in a fixed up house in a southern city. The objectives of this project are to plan an expansion and marketing strategies for the Gaines’ bed & breakfasts.
Brand Overview In 2003, Chip and Joanna Gaines bought their “Little Shop on Bosque” and opened the beginning of Magnolia Market. Through this shop, Joanna was able to grow as a business owner. After Chip and Joanna had their first two children, the decided to close the market on focus on their family and Magnolia Homes, their construction business. They focused on fixing up homes with their construction business. Soon HGTV’s “Fixer Upper” came along. In May 2014, they decided to reopen the Little Shop on Bosque for business. Fast forward a couple of years, they outgrew the Little Shop on Bosque and moved in the new Magnolia Silos location in downtown Waco. In early 2016, the Gaines added to their brand by opening their first Bed & Breakfast/ Vacation Rental, Magnolia House. In fall 2017, the Gaines opened their second Bed & Breakfast/ Vacation Rental, Hillcrest Estate. Currently, the Gaines are finishing up their final season of “Fixer Upper” and focusing on their business and family.
Current Locations The Magnolia House $695 - $995/night 5 beds 2 baths Sleeps 8 people
The Hillcrest Estate $1,295/night 7 beds 3 & half baths Sleeps 12 People
Mood Board
Target Customer Women and Men; Couples and Families Ages: 30-65 Income: $150,000 - $350,000 Fixer Upper fans and Tourists Location: Urban and Rural Areas
Customer Profile Dewey & Ashley Nicks Married 7 years Have weekly date nights Live in Jacksonville, FL
Dewey 35 Owns a lawncare business Annual Income: 100k Loves to fix things around the house TV: Football & Top Gear
Ashley 33 Stay at home wife/blogger Annual Income: 50k Loves Fashion & Decorating TV: Parenthood & Fixer Upper
Industry Trends Trending Accommodations Robes Internet Magazines Televisions Fireplaces Jetted tubs Luxury Bed Linens Premium Branded Toiletries
Trending Areas 23% Urban 29% Rural 43% Villages
Trending Advertising 18% Word of Mouth 49% Internet
Future Locations Williamsburg, VA Nashville, TN Savannah, GA Charleston, SC New Orleans, LA W i l l i a m s b u rg , VA 406 Idlewood Ln W i l l i a m s b u rg , VA 2 3 1 8 5 $510,000 4 Bedrooms 3,185 Square Ft Quest Price: $520/night for whole house* $140/night per room* *Price varies on demand
Future Locations Nashville, TN 1220 7th Ave N Nashville, TN 37208 $895,000 7 Bedrooms 2,934 Square Ft $1,800/night for whole house* $275/night per room*
Savannah, GA 114 W Liberty Street Savannah, Ga 31401 $936,900 7 Bedrooms 2,744 Square Ft $1,800/night for whole house* $275/night per room* *Price varies on demand
Future Locations Charleston, SC 66 Smith St Charleston, SC 29401 $738,000 4 Bedrooms 2,084m Square Ft $995/night for whole house* $250/night per room*
New Orleans, LA 2409-11 Magazine St New Orleans, LA 70130 $775,000 6 Bedrooms 3,550 Square Ft $895/night for whole house* $175/night per room* *Price varies on demand
Beginning Accomodations
- Free Wifi - Cable TV - Jetted Tubs - Luxury Bed Linens - Premium Branded Toiletries - Choice of Queen and King beds - Free Breakfast - In each property, there will be a booklet of things to do by Chip and Joanna Gains
Social Media Strategy
Platforms: Instagram, F a c e b o o k , a n d Tw i t t e r Separate Accounts for the properties and one master account called Magnolia Stay. Hype will be created through countdowns and sneak peaks of the renovation on the different platforms
Social Media Strategy
D i f f e r e n t Ty p e s o f Posts: - Picture of before and after - Pictures of the locations with families - Pictures of Joanna and Chip’s favorite spots - History Snippets of the City - Scavenger Hunt within the City - Facebook 360 Photos to show off the rooms Questions for the guests - After a while, post different stories from guests
Newsletter Strategy There will be a 4 day giveaway available only for the newsletter subscribers. The subscribers will also have the advantage of being able to book before everyone else.
Published Marketing Stratgey
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Magazines Southern Living Southern Home Better Homes and Gardens Real Simple Good Housekeeping
Specific Bloggers will be invited to visit and post about their experience.
Te l e v i s i o n One hour “Fixer Upper ” specials on HGTV for each property. The first guests will be Chip and Joanna’s parents
Interviews -
To d a y S h o w Good Morning America E n t e r t a i n m e n t To n i g h t E! News
Bloggers Alyssa Campanella /The A list Tr a v e l & S t y l e B l o g g e r thealist.me IG: alyssacampanella
Paloma Conteras La Dolce Vita Blog Tr a v e l & S t y l e B l o g g e r ladolcevitablog.com IG: ladolcevitablog
This is My South S o u t h e r n Tr a v e l B l o g thisismysouth.com IG: thisismysouth
Bloggers Robert & Christina New Darlings
Tr a v e l B l o g newdarlings.com IG: newdarlings
Jacey Duprie Damsel in Dior
S t y l e & Tr a v e l B l o g d a m s e l i n d i o r. c o m IG: jaceyduprie
Future Ideas/Steps - Expanding into more locations - Launch a Bed & Breakfast specific gift collection for gift shops within the Bed & Breakfasts - Launch a Bed and Bath Collection - Launch a wine collection specific to the Bed & Breakfasts
References “Amazing U.S. Bed & Breakfast Statistics [Infographic].” Little Hotelier, 23 June 2015, www.littlehotelier.com/r/property-management/american-bed-breakfast-inn-statistics/. “Buy.” Realtor.com, www.realtor.com/. Gaines, Joanna, and Chip Gaines. “Our Story.” Magnolia Market, magnoliamarket. com/about/. “Hospitality Industry 2017 Trends.” Inn Style, 12 May 2017, www.innstyle.com/ blog/2017/05/hospitality-industry-2017-trends/. Morales, Peter. “Bed & Breakfast.” SBDC, www.sbdcnet.org/small-business-research-reports/bed-and-breakfasts. Pennell, Julie. “What It’s Really like to Stay at Chip and Joanna Gaines’ Bed-andBreakfast.” Today Show, 25 Aug. 2017, www.today.com/home/fixer-upper-chip-joanna-gaines-bed-breakfast-t115534. SHINNERS, REBECCA. “Soon You Can Vacation in a Fixer Upper Renovated by Chip and Joanna Gaines.” Country Living, 23 Dec. 2015, www.countryliving.com/ life/news/a36460/chip-and-joannas-renovating-a-home-you-can-rent/. SHINNERS, REBECCA. “Soon You Can Vacation in a Fixer Upper Renovated by Chip and Joanna Gaines.” Country Living, 23 Dec. 2015, www.countryliving.com/ life/news/a36460/chip-and-joannas-renovating-a-home-you-can-rent/.