eCommere & Digital Marketing

By: Carolyn Chinchilla

February 2017

Portfolio & Results

Outline

• Blog Campaign

• Web Optimization

• Content Strategy

• Digital Campaigns

• Digital Media Plan

• eCommerce Results

• Awards & Recognition

Digital Marketing Portfolio

Media Placements – BlogsImplementation.

Media: NC Blogger Network

Hotel:

HGI Triangle Town Center

Placement:

http://www.ncbloggernetwork.com/

hilton-garden-inn-hotel-march-

madness-in-raleigh/

Results (Dec):

15,000 impressions/month

Published in March

Media Placements – Banner AdsImplementation.

Media: Duke University Website

Hotel: Home2 Durham/Chapel Hill

Ad Placement:

www.goduke.com

Results (Nov – Jan):

128,782 Impressions

Media Placements – Content Marketing & Social MediaImplementation.

Media: Hilton Suggests & Twitter

Hotel: Hilton North Raleigh

Placement:

http://hiltonsuggests.hilton.com/wh

ere-to-watch-college-basketball-in-

raleigh/

Results (Dec):

7,749,400 impressions/month

Hilton Mom Voyage Blog

eCommerce Managers can get an article published on the Hilton blog on behalf of hotels.

Once published, the article will look like this: http://momvoyage.hilton.com/articles/things-to-

do-in-raleigh-nc-hotel-restaurants-shopping/

Website OptimizationsRooms & Rates Page Optimization.

Room Descriptions

Room Images

Missing Rooms

Summary: This project optimized room images and descriptions.

Result: Improve conversion rate by 27%.

Website OptimizationeCommerce Initiatives

Summary: Optimized websites like:

- Booking.com

- SEO on Hotel Websites

- Yelp.com

- YellowPages.com

- Google+

- Image Recommendations

- Testing Upsell UX

Content StrategyLanding Pages.

Summary: Add content to websites based on SEO

keywords strategy and market insights.

Landing pages created for:

• Weddings

• Business Travel

• Points of Interest

• Sporting Venues

• Malls

• Universities

• Hospitals

• Local Offers/Partnerships

Create Special Offer

Send Content & Images

Landing Page Requested

Approval Live

Landing Page Process:

Digital Media CampaignsAtlanta & Raleigh Markets

SPORTS CLUSTER CAMPAIGNBUSINESS / GROUP CAMPAIGN

Digital Media CampaignsAdvertising for Hotels Near Sports Venues.

Sports Marketing Campaign

• $500-$1,000 per hotel/month

• Minimum of 10 hotels

• Mid-Atlantic Region

Includes:

- Hotel Landing Page

- Retail Rail

- Banner Advertising

- Dynamic Landing Page

eCommerce ResultsWeb Direct KPIs

eCommerce ResultsWeb Direct KPIs

Awards & RecognitioneCommerce Results

Circle of Excellence in

eCommerce

Nominee

Above & Beyond

Team Member

Nominee

Q1 Top Tweeter for

Hilton Suggests

Winner

2016 Travel Blogger

Hilton Suggests

Winner

eCatch for Living the

Hilton Values

2X Winner

Awards & RecognitioneCommerce Results

Awards & RecognitioneCommerce Results

Awards & RecognitionSee what people are saying about my work.

“Carolyn is the most knowledgeable eCommerceManager I had.”

- Victoria DresnerHilton Revenue Manager

“Carolyn has done well in working with cross-functional teams such as the social media team for managing Twitter, and within tasks force like the rooms optimization project. Carolyn presents creative solutions within the MVT team and has great ideas.

- Sharina HarrisHilton eCommerce Senior Manager

Thank you!For questions and more information, please contact me at ccchinchilla621@gmail.com.