Deliverables (Statement of Work - SOW)
Deliverables (Statement of Work)
| Deliverable | Details |
|---|---|
| Custom Website (v1.0) | Fully responsive WordPress/Bricks site; integrated booking engine, fast load, on-page SEO, Bing & Google indexing, Schema markup |
| Dedicated Landing Pages | One per income stream (Business Reps, Weekend Leisure, ICC Delegates, Virginia Air Show, Weddings, Conferences); copy, photography, tracked with unique UTMs |
| OTA Reactivation & Upgrades | Booking.com, Expedia, Agoda, SafariNow live with new photography; Genius/Preferred status; rate parity managed |
| Partnership Outreach | Contact list of ≥30 event & conference planners created in CRM; at least 5 listing/referral agreements secured |
| Social Media Revamp | New brand kit to IG, FB, LinkedIn; 12-week content calendar; minimum 3 posts/week scheduled |
| CRM Implementation | Industry-standard CRM installed (e.g. HubSpot/SuiteDash/Zoho); contacts imported & segmented (Biz-Reps, Events, Leisure, Weddings, Suppliers) |
| Email Marketing | Branded email template + 3-email welcome series; monthly newsletter designed, first two editions sent |
| Mobile App (PWA v0.1) | Web app with branded icon, room controls, service requests, push notifications for future features |
| Analytics & KPI Dashboard | GA4, Bing Webmaster, booking engine & CRM data visualized; daily pick-up/ADR/RevPAR/web-conversion widgets on big-screen TV |
| Training & Handover | 4 x 1-hour staff workshops (CMS, CRM, social, dashboards); PDF quick-start guides provided |
Realistic Project Timeline
| Phase | Weeks | Key Outputs |
|---|---|---|
| Mobilisation | 0–1 | Deposit received, access granted, brand assets collected, PMS credentials provided |
| Foundation Build | 1–4 | Website skeleton, booking engine, CRM installed, analytics setup |
| Content & Landing Pages | 5–8 | Professional photo shoot, copywriting, six dedicated landing pages live (one per income stream) |
| Distribution & Partnerships | 9–12 | OTA relisting (Booking.com, Expedia, Agoda, SafariNow), first event planner agreements, social media relaunch |
| Growth Gear-Up | 13–18 | Email automations, analytics dashboard, first paid ads, mobile app (PWA) v0.1 |
| Optimisation & Handover | 19–24 | Iterations based on performance, staff training, KPI hand-off, formal 6-month review |
Total planned duration: 24 weeks (≈ 6 months).
The original 3-month window now becomes Phase 1-3; the remaining work continues under your retainer + turnover share.
4 | Extra Items to Consider
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Brand Photography & Short-Form Video – reels for IG/TikTok, Air-Show teaser
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Guest Review Engine – automated post-stay feedback flows to Booking.com & Google
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Dynamic Pricing Tool – integrate RoomPriceGenie/Pace for real-time ADR optimisation
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Sustainability Page – showcase any solar, water-saving, or ESG initiatives (good for AI search)
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Accessibility Compliance – WCAG-AA tweaks; broadens corporate appeal
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Cyber-Security Hardening – WAF, nightly backups, SSL pinning for the PWA