Six Sigma Yellow Belt Project

Collateral Waste Walk

PROBLEM ● Hotel premises look littered with collaterals of all colors and sizes STATEMENT (not up to 5* standards). ● Marketing spends extra time and budget on materials for short-term promotions (more than AED7000/year). ● Too many changing promotions creates confusion for the guests and local walk-ins. ● Printed flyers considered old-fashioned and annoying in the today’s digital lifestyle. ● Printed collaterals are not environmental-friendly (we print around 25000 flyers and boards yearly and throw about 1/3 of them). ● Paper flyers and foam boards have very short life span (get spoiled, outdated, damaged by weather).



TYPES OF •Overprocessing: guests are overwhelmed with information WASTE •Waiting: check-in takes longer, staff has to look for a specific flyer to tell about a promotion •Inventory: collateral waste (weather conditions, worn-out, spoiled, outdated) •Interruption: associates have to remember too many promotions and get confused when asked by a guest •Defect: not all the information reaches the client (flyer not available, staff forgets about some flyers etc.)

ROOT ● Too many short-life promotions in the outlets with a flyer CAUSES requested for each of them. ● No proper system for marketing display tools, it is a mix of various frames, screens, flyers and stands. ● Promotions that are not working well are being pushed with the printed flyers instead of analysing if we should change the promotion. ● Lack of structure in the in-house display: new flyers are added to the existing stands, creating piles of printed materials around. ● No proper system for marketing display tools, it is a mix of various frames, screens, flyers and stands.

SOLUTIONS ● Focusing on developing steady well-recognized promotions for each outlet (signature promotion): - Raises awareness among loyal customers and makes them want to come back because of a certain promotion. ● Gathering all the information about the offers in one place: - More information for the guests, easier to remember for associates. ● Organizing marketing corners in the outlets: - Easy to find and focus, looks more professional and keeps all the information together. ● Moving from printed to digital ways of delivering the information to the guests and clients: - Cleans the area, reduces cost and efforts, fits the new Sheraton style more.

Task Due date Responsible Accountable Consulted Informed Conduct a meeting with the 26.03.2019 Anastasiya Babenko – Mark Paolo Sepe – Ines Drauschke– Director Dany Dagher – stake holders Marketing Executive Graphic Designer of Marketing Complex General Manager Review of existing F&B 10.04.2019 Anastasiya Babenko – Mark Paolo Sepe – Elias Bitare – Dany Dagher – collateral on property Marketing Executive Graphic Designer F&B Manager Complex General Ines Drauschke– Director Manager of Marketing Project RACI Review of existing Spa & 12.04.2019 Anastasiya Babenko – Mark Paolo Sepe – Maja Bodganovic – Spa & Dany Dagher – Recreation collateral on Marketing Executive Graphic Designer Resort Manager Complex General property Ines Drauschke– Director Manager of Marketing Ordering digital frames and 15.04.2019 Jamil Afzal, Cost Controller and Ines Drauschke– Director Dany Dagher – bulletin boards Purchasing Supervisor Purchasing of Marketing Complex General Richard Njoku – Deputy Manager Director of Finance Adjusting the existing 05.06.2019 Mark Paolo Sepe – Anastasiya Babenko – Dany Dagher – Dany Dagher – designs to the new displays Graphic Designer Marketing Executive Complex General Complex General Manager Manager Installing displays in the 07.06.2019 Mark Paolo Sepe – Moncey Kuruvilla – Chief Mohammed Arefath – Dany Dagher – outlets Graphic Designer Engineer Director of IT Complex General Moncey Kuruvilla – Chief Manager Engineer Conducting trainings for 15.06.2019 Anastasiya Babenko – Elias Bitare – Elias Bitare – Dany Dagher – the teams on the new Marketing Executive F&B Manager F&B Manager Complex General display solutions Manager

Signature & Quarterly promotional on-going digest (printed and digital): promotions • Easier to share with the (in-house and guests and clients. outside distribution) • Contains summary of all the current promotions for the rooms and outlets. • Looks more professional and more attractive for the customers. • The digital version can be updated monthly.

Seasonal & Digital frames instead of the one-time collateral stands: promotions • Eliminates paper waste; (in-house) • Looks more professional and more attractive; • Cost effective (4 frames=800 AED); • Faster update: no more waiting for the suppliers to print the flyers; • Can be operated in the slideshow mode to include more promotions; • Lasts forever.

Seasonal & E-flyers: one-time promotions • Can be used for e-mails, presentations and social media; (in-house) • Can be printed out on demand, as a poster; • Fast (no waiting for the suppliers to print the flyers); • Cost-effective (no outside printing). Table stands • Easy to update; • Gives the guest time to learn about a promotion while enjoying their meal; • Cost-effective (in-house printing). Flyers inside the bill folders (one per folder): • Cross-promoting the outlets; • Cost-effective (in-house printing).

Marketing Pool Bar & Al Qubtan – Steel A-frames: Corner • Easy to update; Outlets • Durable, less affected by weather conditions; (foam board • Contain 2 promotions; alternatives) • Cost-effective (frame - 75 AED, 2 posters – 100 AED | 1 foam board – 200 AED). Indoor outlets – Plexiglas stands: • Easy to update; • Look more attractive than a foam board; • Contain up to 4 promotions; • Cost-effective (don’t require outside printing).

Marketing Mounted bulletin boards Corner instead of stands and flyers: Recreation: • Easy to update, looks neat and Pool & Gym organized; • Recreation associates don’t have time to distribute flyers; • Collaterals and stands get damaged because of the weather; • Guests don’t take flyers with them to the pool; • Most of the people prefer to take a picture and keep it in the phone instead of having a piece of paper that is easy to lose.

Action Plan ● Marketing: - create the required templates for the quarterly and monthly digest; - supply the departments with the display tools (frames, stands etc.); - regularly update the teams on the ongoing promotions with the e-flyers; - regularly check the created boards and make sure the information in up to date. ● F&B: - assist the marketing team with creating the advertising areas; - assign an associate from each outlet responsible for updating the corner; - assist with the in-house printed materials (table stands and folder inserts); - assist with updating and growing the email database. ● Spa & Recreation: - assist the marketing team with creating the advertising areas; - assign an associate responsible for updating the corner; - give training to the team members on using the digital displays.

Actions taken: Spa ● Collateral stand, table tents and frames are replaced with a digital frame. ● Flyers are given to the guests on request.

Actions taken: Recreation ● Bulletin boards are installed at the main guest passing points

Actions taken: Concierge Desk ● Collateral stand is replaced with a digital frame. ● Maps and bus schedule are given to the guests on request.

Actions taken: F&B Outlets ● Digital frames with rotating promo screens ● Bill attachments cross-promoting the outlets.

Actions taken: Lobby & floors ● Steel A-shape 2-sided frames for current promotions (one side for F&B, one – for spa) ● Plexiglas stands for outlets information

Actions taken: Rooms ● Compiled promotion digest and brochures instead of individual flyers and hangers

Results Awareness: increased reach and capture ratio during the sales calls and blitz sessions with new compiled promotional materials. Awareness: targeting more in-house guests through the promotional stands and boards at the main guests passing points. Reduced amount of collateral inside the hotel. Less paper waste = reduced impact on environment. Cost saving: approx. AED 3000-4000 yearly for printing and distributing collated materials vs. AED 7000-8000 for printing promotional flyers separately. Cost saving: display materials due to more durable and visible options. ROI: the animated digital screens look more attractive for the guests than printed materials and bring more people to the outlets. ROI: cross-promotion bill attachments target the guests who have already visited our outlets and tend to come back.

THANK YOU! Anastasiya Babenko