Transcript Open_the_Door_General_Presentation_11.1

Company Profile
2016
Who We Are…..
Open the Door is a strategic public relations, marketing and sales firm utilizing
almost 30 years of experience in domestic and international markets to increase
business for our clients.
From developing niche markets to increasing leads, Open the Door has the
experience and expertise to position your organization to increase business. At
Open the Door:
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We know what works;
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We know what the consumer is looking for;
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We understand how the consumer thinks;
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We deliver news that the media is interested in;
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We know how to build a brand;
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We know how to bring you business during off peak periods; and
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We know how to make your business successful.
Our experience has assisted destinations, convention bureaus, convention centers,
cities, towns, associations, hotels, restaurants, cultural organizations, technology,
toy and healthcare companies to increase their share of the market.
Services Offered……
Open the Door offers a variety of services to choose from allowing clients to access the variety of
fresh ideas that we have – and you need – to move your company ahead. As a results oriented organization,
we have an entrepreneurial spirit and the courage to do things differently. Based on our clients
needs, we offer full service representation or undertake work on a project basis using a range
of tools to generate results, including:
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Sales, Marketing and/or Public Relations Representation
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Development and implementation of Strategic Plans
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Organizational Planning
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Sales:
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Database development and maintenance
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Lead generation
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Sales promotion activities: road shows; product launches; sales calls; and trade/consumer shows
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Temporary staffing
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Marketing:
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Branding
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Strategic alliances and co-branding
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Creative marketing and e-marketing campaigns
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Communications content development – websites, social media, newsletters, brochures, sales kits, press kits, ad materials and
other collateral material
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Media Relations:
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Communications and media relations services
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Newsletters, media releases, media pitches, speeches
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Itinerary development and implementation for media trips
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Meetings & Events Management
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Association Management
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Promotional Events
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And much, much more!
Who We Work With…..
Open the Door accesses the world for our clients. Whether they are private businesses, government agencies,
trade associations, travel and tourism leaders, or other types of companies, we work with them to build their
business. From strategic plans to branding, from special events to public relations, from advertorial and newsletter
writing and distribution to sales missions, we’ve done it all for the following clients……..
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Convention Centers:
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Aberdeen Exhibition & Conference Centre
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Dubai International Convention & Exhibition
Centre
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Destination Marketing Organizations:
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Greater Boston Convention & Visitors Bureau
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Cambridge Office for Tourism
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North of Boston Convention & Visitors Bureau
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Greater Merrimack Valley Convention &
Visitors Bureau
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Central Massachusetts Convention & Visitors
Bureau
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Greater Springfield Convention & Visitors
Bureau
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Southeastern Massachusetts Convention &
Visitors Bureau
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Providence Convention & Visitors Bureau
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South County Tourism Council
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Economic Development/Cities & Towns:
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Western Massachusetts Economic
Development Council
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City of Salem
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Town of Provincetown
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City of Cambridge
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City of Gloucester
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Greenfield Community College
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Town of Dedham
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New Bedford Chamber of Commerce
Who We Work With…..
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Hotels:
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Lenox Hotel
Beacon Hill Hotel & Bistro
Hay Creek Hotels (Exeter Inn, Centennial
Hotel, Wolfeboro Inn, The Orchards, Eagle
Mountain House, Ethan Allen Hotel)
Harraseeket Inn
Purity Spring Resort/King Pine Ski Resort
Revere Hotel
Chatham Bars Inn
Inn at Mystic
Back Bay Hotel
Hawthorne Hotel
Hotel Commonwealth
Hyatt Regency Boston
Millennium Bostonian Hotel
Publick House
Clearwater Beach Hotel
Restaurants:
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Cuffs
Caliterra Grille
North 26 Restaurant & Bar
The Palm
Turner’s Seafood Grill & Market
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Associations:
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American Hotel & Lodging Association
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Massachusetts Lodging Association
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Maryland Hotel & Lodging Association
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International Society of Hotel Association
Executives (ISHAE)
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National Conference of State Legislatures
(NCSL)
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Kentucky Hotel & Lodging Association
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Special Event Venues:
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Boston University
Brae Burn Country Club
Fenway Park
Who We Work With…..
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Culture:
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USS Constitution Museum
French Library & Cultural Center
Boston Children’s Museum
New England Foundation for the Arts
Fostering Art & Culture in Franklin County
Beat of Boston
National Trust for Historic Preservation
Tour Operators:
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Cividin Viagi
North American Traveler/Downeaster Travel
Packages
Pullman Rail Cars
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Tradeshows & Exhibitions:
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Consumer Products:
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Passkey
Stark Service Solutions
Real Estate
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Smart Destinations/Go Cards
NAMiTS
PetLink
ZhuZhu Pets
Technology:
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Boston Wine Expo
The Channel Center
Destination Management Companies
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Best of Boston
Destination Partners Inc.
NXTevent
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Healthcare:
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Boston Healthcare International
CASE STUDIES
Case Study #1:
Destination Salem
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Objective:
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Program:
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Develop a tourism marketing strategy to increase visitation to
Salem, Massachusetts throughout the year
Reconfigure organizational structure and develop ways for
community to work more closely together
 Include recommendations for new structure, by-laws,
budget and coordination of efforts with City
Creation of new organization housed within City Hall, funded by
both public and private sector
Results:
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Creation of new organization housed within City Hall
Organization funded by both public and private sector
First year of operation reported 15% increase in visitation to City
By year three, averaging 10% increases in visitation at a time
when tourism numbers have been down
Open the Door has been hired twice since the creation of the
organization to assist with grant writing and marketing planning.
Case Study #2: Petlink
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Objective:
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Program:
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Raise the profile of Petlink and
Establish them as a leader in the
pet microchip field.
Four month public relations
campaign promoting their product
to mainstream media as well as
trade media.
Developed media lists, pitched
story ideas, promoted case
studies, followed up with media.
Results:
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During this four month time
period, Open the Door generated
865 stories that reached 63.9
million viewers and had an
advertising value of $2.1 million
Case Study #3:
Purity Spring Resort & King Pine
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Objective:
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Program:
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Aligning graphic identity with
new marketing strategy
Cleaning up the brand elements,
leveraging image assets,
streamlining messaging and
establishing graphic standards
for the brands.
New templates for advertising
were created as a result, and
new brochures designed to
focus the brand messaging.
Results:
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Increased consumer awareness
for properties due to brand
redesign.
Increased traffic to website from
target markets.
Case Study #4:
USS Constitution Museum
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Objective:
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Program:
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To generate awareness locally, regionally and
nationally for the 200th anniversary of the War of
1812
Develop program to generate awareness for the
the Museum and various programs that were
taking place during the summer of 2012,
including: War of 1812 Interactive Exhibit,
unveiling of USPS commemorative stamp and
several events
Results:
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During a four month period, major coverage was
received in over 600 media outlets, including:
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Boston Globe
Boston Herald
C-Span
ABC News
Washington Examiner
Hartford Courant
Buffalo News
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Philly.com
CBS News
Fox
New England
Cable News
Cape Cod Times
Visitors to the museum increased 30% over the
same time the previous year
Case Study #5: International Society
of Hotel Association Executives
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Objective:
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Program:
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To increase membership and participation in the
International Society of Hotel Association
Executives (ISHAE) to ensure it’s relevance to
members.
Created new networking and educational
opportunities for members throughout the year.
Introduced communications tools to generate
interest and engagement, including monthly
newsletters, bi-monthly government affairs and
membership calls, list-serve opportunities and
shared “file cabinets” for pertinent information.
Results:
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Increased membership by 20%
Increased membership engagement and
participation in ISHAE programs and events
Increased partnership dollars by 35%
Case Study #6:
Temporary Sales & Marketing Staffing
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Objective:
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Program:
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Service temporary sales and marketing
staff during need periods
Oversee sales and marketing efforts
while businesses were short staffed,
including maintaining existing accounts
and prospecting new business
Results:
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Generated $1.1 million in new business
for Best of Boston over a three-month
period
Booked $565,000 in new business for
Revere Hotel over an eight-week period
Ensured a seamless transition between
periods of part-time and full-time sales
and marketing staff
Case Study #7:
Hyatt Regency Boston
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Objective:
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Program:
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Increase awareness of Hyatt Regency Boston and renovation
among consumers and travel trade
Use the $10.5 million renovation of the guest rooms and public
spaces as a focal point and transform the hotel’s green
practices, uniforms, weekend packages and more
Deliver key message, extreme transformation of the entire
property, throughout the entire campaign; the transformation is
not only physical, but sensory and aesthetic as well
Write and Distribute press releases on each of the areas of the
transformation: Room Renovation; Extreme Packages; Green
Initiatives; New Uniforms
Undertake several radio stations in targeted markets to launch
Hyatt’s Extreme Packages; the hotel gave away a free package
to listeners in exchange for free advertising on the radio station
Results:
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4-week radio generated $150,000 free publicity for the hotel
After the integrated launch of the Extreme Packages through
press releases & radio promotions, the packages sold 127%
more than the previous year
Value of press coverage generated in 12 months was $624,000
ADR increased 7% year over year
Hotel revenues increased 25% over the same time period
previous year
Case Study #8:
Boston Children’s Museum
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Objective:
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Program:
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To generate awareness locally and regionally for
Boston Children’s Museum and its new Five
Friends from Japan Exhibit.
Developed and conceived this interactive exhibit
over a two year period in Boston
Travelled the United States and Canada, after
Boston launch, over a five year period, visiting
10 different cities
Develop program to generate awareness for the
exhibit and the museum locally and nationally
Results:
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During a three month period, major coverage
was received in the following publications:
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Boston Globe
• AAA Horizons
J Magazine
• Boston Herald
Boston Courant
• Boston Metro
Where Magazine
• Concierge Magazine
Hanson Town Crier
• Boston Magazine
East Boston Times
• Post Gazette
GBCVB Boston Overnight
Mayors Office of Cultural Events Winter Guide to Boston
Feature pieces also placed in the New York
Times twice, Travel & Leisure and Time
Magazine for Kids
Case Study #9: United Kingdom
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Objective:
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Program:
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Develop a strategy to promote Logan Airport to
the consumer and travel trade as the preferred
gateway to the region and the United States
Position airport using the city’s name and
“Gateway to New England”
Develop campaign that did not portray the
“traditional” New England
Execute two year campaign included advertising,
public relations and direct sales
Results:
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Air service to Boston went from 5 daily flights to
10 daily flights
The number of UK tour operators using Logan as
the Gateway increased from 88 – 114
Inquiries increased 300% over previous year
Visitors from the UK increased by 10% the first
year and 15% the second year of the program
Case Study #10:
Boston, America’s Walking City Promotion
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Objective:
– Generate leads for short term
meeting business during slow
years
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Program:
– Direct mail, fulfillment and
supporting print campaign
– Rockport Shoes sent to those
who responded to program
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Results:
– 3,665 room nights generated
representing $4 million in
economic impact
– 251 new prospects for future
business
Why We Are Different.....
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360° Strategic Thinking:
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“Soup to Nuts” Contacts:
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We have personal contacts with over 4,500 media, meeting planners, tour
operators, airline personnel and others around the world ready to help you grow
your business
Partners For Life or Just For Now:
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From start to finish, every step of the way we provide the services needed to get
the job done quickly, professionally, efficiently and effectively
We have the experience to bring together diverse groups of people with similar
objectives and create programs that benefit all involved.
Partnerships can become long-term relationships, or project based
We Have Done It Before, We Will Do It Again:
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Experience + Results + 30 Awards + Global Reach = Open the Door
Christina Pappas
[email protected]
Christina Pappas has almost 30 years experience in the hospitality industry. Prior to founding Open the Door in
November, 2001, Pappas held the position of Director of Marketing for the Massachusetts Convention Center
Authority and Director of International Marketing for the Massachusetts Port Authority.
Pappas has positioned Boston & New England as a world class destination in over 20 countries, resulting in a 15%
increase in visitors to the region, 12% above the national average; developed strategic partnerships resulting in
leveraging marketing budget dollars 600%; and generated 500% growth in awareness in 18 months in the United
Kingdom.
Long recognized for her marketing expertise by the US Travel Association and the Hospitality Sales & Marketing
Association International, Pappas has garnered over 30 awards for advertising, public relations and community
programs and speaks frequently at industry events, both nationally and internationally. Because of her expertise in
the international market, since 2010 she has written the international column in Meeting Mentor Magazine, the
official publication of Conference Direct. In this column, she teaches US based meeting planners how to do
business internationally.
Pappas serves on the board of Skal, having been President of Skal Boston in 2011. She has served on the board
of US Travel Association and MAASH (Massachusetts Advocacy for Arts, Sciences, and Humanities). She is a
member of US Travel Association, Skal, Meeting Professionals International, Professional Convention Management
Association, American Society of Association Executives, Society of Incentive Travel Executives, North American
Travel Journalists, International Food & Wine Travel Writers Association, Public Relations Society of America,
Massachusetts Lodging Association, Greater Boston Chamber of Commerce, Greater Boston Convention & Visitors
Bureau and Greater Merrimack Valley Convention & Visitors Bureau, Pappas has also served as Professor at the
Boston University School of Hospitality, teaching Meetings & Events.