1. Estimated Website Reach
10,000 unique visitors per month
6,000 estimated homepage views
Email Newsletter
Estimated 15,000 subscribers
Estimated 15% open rate (2,250 opens)
Social Media
Facebook: 6,950 likes
Twitter: 2,791 followers
Instagram: 2,338 followers
Pinterest: 359 followers

2. Targeted Profiles
Active Couples
Age: 30-45
Social category:
Henry’s
Nationality: local,
North Carolina
Their wants: lovely
night, gourmet diner,
prestigious
atmosphere
Large Family
Gathering
Age: all the ages of the
family
Social category: Affluent
earners
Nationality: local, North
Carolina
Their wants: gourmet diner,
prestigious atmosphere,
cosy and warm
environment, excellent
service, customer oriented
Retired Couples
Without Children
Age: 60 - +
Social category:
Affluent earners
Nationality: local,
North Carolina
Their wants: gourmet
diner, prestigious
atmosphere, looking
for a personalized
service and recognition

3. Trendsetter & Influencer Event
+ “Hip Hostess”-style event featuring wine
suggestions (meals, gifts), cocktail
mixology class, menu sampling, Q&A
+ Personal invitations sent to 50+ local
trendsetters/influencers on social media
and blogs (average social following =
2,000 followers per influencer)
+ Estimated 150-200 attendees
+ Estimated Media Reach
+ Owned: 2,000 web imp., 4,500
email imp.
+ Earned: 100 attendees posting 2x x
200 views (10% reach) = 40,000
imp.
Holiday Entertaining
Phases 1 & 2:
Content Creation &
Community
Management
Images from Hostess with the MostessTM events

4. Christmas Tree
Lighting
Phases 1 & 2 (Con’t.)

5. Celebrate New Year’s Eve at The Umstead Hotel
and Spa!
This year's celebration welcomes The Soul
Psychedelique, a high energy ensemble playing a
variety of modern hits and classic party songs.
+ Estimated 250-400 attendees
+ Estimated Media Reach
+ Owned: 4,000 web imp., 4,500
email imp.
+ Earned: 75 attendees posting 2x x
50 views (10% reach) = 18.750 imp.
New Year’s Eve
Celebration
Phases 1 & 2 (Con’t.)

6. New Year’s Eve
Dinner, dancing, a champagne toast, and luxurious accommodations to end the
night… that’s what’s in store for our New Year’s Eve guests at The Umstead!
And the best part? No driving required! Make your reservations today to join
us in ringing in the New Year!
$100 boost = potential reach of 24,000 impressions
Twitter
Holiday Entertaining
Find out this season’s top trends in tabletop decor at our Tastings & Styling
event! RSVP today: (link)
Thanksgiving
Let our culinary team take care of the turkey - while you enjoy our spa.
Thanksgiving reservations going fast at (link)!
Tree Lighting
Start a new holiday tradition when you join us for our annual tree lighting on
Decc. 12! (link)
New Year’s Eve
Say goodbye to 2015 as you dine & dance the night away with us - and wake
up to a late brunch to ring in 2016! (link)
$500 Twitter budget = estimated reach 5M (of 12M audience size)
Facebook
Holiday Entertaining
Which wines will wow your Christmas party guests
this season? Find out from The Umstead Sommelier
Hai Tran on November 16th! RSVP today to join our
Trendsetters’ “Tastings & Styling” event.
$100 boost = potential reach of 24,000 impressions
Tree Lighting
Bring the whole family out to share in the annual
lighting of The Umstead Christmas Tree on December
12th. We’ll have sweet treats for all and perhaps even
a visit from Santa himself!
Sample Social Posts
Phases 1 & 2 (Con’t.)

7. Phase 3: Promotion - Retargeting
● What is retargeting?
1. A visitor comes to the brand’s website
2. They learn about brand’s products but they leave before purchasing
3. Retargeting partner display brand’s ads on sites they visit later, bring them back and keeping the brand top of
mind
● How does it work?
1. Selection of which audience segments a brand would like to target on its online form
2. The retargeting partner leverage multiple data providers to hone in on its chosen audiences
3. Brand ads are shown to the audiences it selected across the Web
● Who will the Umstead be targeting?
1. Local consumers
2. Travelers to Raleigh/Durham market
3. Active couples, retired couples and large family gathering
Estimated monthly website reach: 5,000 unique visitors; 4,000 estimated homepage views
November/December → Much more visits expected on the website
RETARGETER (retargeting partner):
10,000 monthly unique visitors = $500 per month / 175,000 impressions
Price for two months = $1,000
Schedule: from November to December

8. Additional Paid Media
GOOGLE AD WORDS
STRATEGY:
Draw potential
customers the
Umstead’s website
WHEN:
November-December
CLICKS:
66,000 ($1.50 average
CPC)
COST:
$100,000
STRATEGY:
Reach local potential
customers through
local magazines
WHEN:
November-December
editions
IMPRESSIONS:
115,000
COST:
$6,000
WRAL-FM 101.5
STRATEGY:
Reach local potential
customers through a
local radio
WHEN:
November → 2
spots/day
December → 4
spots/day
IMPRESSIONS:
180,000
COST:
$25,000
DOWNTOWNER

9. Promotional Calendar - Emails & Events
Date Medium Asset
Nov. 2 Email newsletter Announcing entire holiday campaign (Est. 2,250 impressions)
Nov. 10 Email newsletter Specific RSVP CTA for Nov. 16 event (Est. 2,250 impressions)
Nov. 16 Event “Hip Hostess”-style event featuring wine suggestions (serving at
meals, giving as gifts), cocktail/mixology class, seasonal menu
sampling, and chef/sommelier Q&As (Est. 150-200 attendees)
Nov. 18 Email newsletter Recapping special event, promoting Thanksgiving weekend
reservations, dining, and spa packages (Est. 2,250 impressions)
Dec. 1 Email newsletter Promoting Christmas Tree lighting event (Est. 2,250 impressions)
Dec. 12 Special event Christmas Tree lighting event (Est. 100 attendees)
Dec. 16 Email newsletter Promoting Christmas week reservations, dining, and spa packages
(Est. 2,250 impressions)
Dec. 23 Email newsletter Promoting New Year’s Eve/Day reservations, dining, and spa
packages (Est. 2,250 impressions)
Dec. 29 Email newsletter Promoting New Year’s Eve/Day reservations, dining, and spa
packages (Est. 2,250 impressions)

10. Date Medium Asset
November -
December
Retargeting 10,000 monthly unique visitors = $500 per month / 175,000
impressions
November WRAL-FM Radio ads 2 spots per day (morning/evening) / audimate: 180,000
impressions
November Local Magazines Monthly magazines / 115,000 impressions
December WRAL-FM Radio ads 4 spots per day / audimate: 180,000 impressions
December Local Magazines Monthly magazines / 115,000 impressions
November Social Media Posts Average of 15 social media posts per network (Facebook, Twitter,
Instagram, Pinterest)
$500 Twitter = 5M impressions
$500 Facebook = 120,000 impressions
December Social Media Posts Average of 15 social media post per network (Facebook, Twitter,
Instagram, Pinterest)
$500 Twitter = 327,000 impressions (per month)
$500 Facebook = 120,000 impressions (per month)
Aggregate Impressions Email: 13,500; Entertaining Event: 40,000; Thanksgiving Event:
18,750; Tree Event, 18,750; Retargeting: 175,000; Radio: 360,000;
Magazines: 230,000; Social: 894,000 impressions
Spend: $134,000 Total Impressions 1,750,000
Promotional Calendar - Social Media & Advertising