Marketing at Bluegreen Vacations
In the summer of 2015 I was the marketing intern for Bluegreen Vacations at their Wilderness Club location in Ridgedale Missouri. Bluegreen is a well-known timeshare company offering vacation ownerships with over 60 resort locations within the United States. The company also parts with other companies granting its vacation ownership members access to locations all over the world. I had the honor of serving as the Wilderness Club’s first marketing intern. I was ecstatic to be working for the location in Missouri due to Bluegreen’s unique partnership with Bass Pro Shops, the owner of Bass Pro has transformed the location into his own personal resort making the Wilderness Club unlike any other vacation spot in the United States. Unfortunately, this is the only location that has that extremely special partnership. As the marketing intern, I rotated within three branches of the marketing department: The Welcome Center, Frontline marketing, and In-house marketing.
|
Welcome CenterThe Welcome Center serves as a main hub for the marketing department. Guests come to the Welcome Center to receive information on where they will be staying and set up times to tour and attend the timeshare presentation. The Center schedules tour times for both Frontline and In-house sales. While working at the Welcome Center I greeted guests, had them fill out the necessary paperwork to attend their presentation, scheduled their tour time, as well as gave them directions to where the presentation would take place. Once all the information was gathered, I would then enter everything into the database so that the other marketing departments would have access to it. By making sure that this information was entered into the database system used by the marketing team, the Welcome Center ensures that the other marketing branches have the correct information to run their daily procedures smoothly.
|
Frontline MarketingThe Frontline Marketing team at Bluegreen’s Wilderness Club Resort serves as the information hub for all of Frontline sales. Frontline sales is where guests initially tour and would purchase the vacation ownership for the first time. The marketing team welcomes guests and enters them into the sales rotation. The marketing team assigns each tour and has running reports throughout the day keeping track of each sale that is made. While working with the Frontline marketing team I greeted guests and assisted with entering information into the database in regards to the tour assignment. I kept track of the purchases that guests made and organized the reports so that they could be sent to corporate headquarters. Corporate needs the reports in order to keep track of the revenue that Bluegreen is making as a whole.
|
In-house MarketingThe In-house team is similar to the Frontline team. The main difference is that In-house caters to existing Vacation Club owners. The team checks in guests, assigns tours, gives out gifting incentives, and sends reports out to corporate. I personally focused on running reports and giving out gifting. Each owner is given an incentive to go through an informational tour and it was my job to activate the Bass Pro gift cards that they would receive. In-house sales and marketing’s goals are to make sure that owners are happy and receive necessary information so that they will be inclined to purchase more access to their ownership helping the company to grow as a whole and make more revenue.
|