Towne AllPoints Communications

Case Study: Travelodge Direct Marketing and Fulfillment
Situation Analysis:

Travelodge is a franchised group of over 500 economy properties in North America. Travelodge was working with a collection of outside vendors who supported their database management, direct mail and fulfillment programs, distributing materials to both franchisees and consumers. This collection included a costume vendor, an inflatables company, a fulfillment company, a mail house, and an inventory storage company. This multi-source approach had resulted in poor inventory control, frequent shipping errors, wasted labor and capital, and extended literature response time.

Market Goals:

To streamline direct marketing and fulfillment processes

To decrease costs

To increase customer satisfaction through improved fulfillment service

Strategic Plan:

To consolidate all database management, direct marketing, and fulfillment resources, thereby decreasing labor costs and increasing efficiency.

Tactical Implementation:

Towne brought all direct marketing and fulfillment related work to a single location, retaining the association with the costume and inflatables companies but assuming coordination of this relationship.

When Travelodge was purchased by HFS, Towne's support allowed for a seamless transition and even greater economies than had first been projected. HFS, headquartered in Parsippany, NJ, now controls the franchises' direct marketing and fulfillment programs through interface with Towne. Towne, in turn, has hired a former Travelodge marketing promotions coordinator to enhance communications between all parties.

Results:

Towne has assisted Travelodge by streamlining the following activities:

Materials storage, maintenance, and distribution, including costume vendor mgmt
Fulfillment of materials according to pre-arranged distribution schedules
Data management
Inventory accuracy

Originally managed by 12 marketing representatives, Travelodge's marketing operations are now handled by 2 internal marketing representatives who interface daily with Towne.