Every year between Memorial Day and Labor Day, more than 2 million vacationers travel to Virginia Beach. This gives the Gold Key’s Marketing division two months to generate the majority of the company’s revenue for the year through timeshare sales. To meet the peak season demand, Gold Key’s sales and marketing must increase its off-peak season staff of marketers, called Off Property Contacts (OPCs), by 240 percent.
However, the seasonal nature of the job and the notoriously
high industry turnover rates for the OPC position has made
this challenging. By the end of the 2010 season for instance,
high turnover had forced the company to hire 330 OPCs, more than four times the necessary number of hires. This cost the company at least $194,000 in administrative costs alone.
“In the past, we’ve also spent significantly more time training people that would ultimately fail, rather than driving production and growing the business to new locations.”
– Ian Murray, Production Manager
Read how Predictive Index had the solution for Gold Key Resorts here.
