Post on 22-Jan-2018
Agenda Assignment Strategic Framework Conceptual Creative Framework
Assignment
The Brief
Changing and driving preference. Driving booking consideration and intent.
Objective
Convert fans, friends, and followers to sales.
What We Know
Young Business Travelers
Want Need
Comfort & cost over convenience
Additional services from their business travel
To extend trip with leisure
activities
To use social media and mobile to connect with peers for
recommendations and info
To get answers and book quick and easy Personalized tips and
recommendations
Means for connecting to other travelers and friends
24-7 customer service and conceriege with the ability to connect from all devices
Entertainment, recreation, networking
A nice clean stay with nicely sized rooms and ample amenities
Vacation Travel Luxury Travel Business Travel
We need to make the conversation and experiences around business travel as personal, relaxed and fun as a vacation and as rewarding, unexpected and fulfilling as luxury travel.
Strategic Framework
How Do We Get There?
Our digital experience will focus on the frequent business traveler.
Through experiences that
Participatory Personal Pervasive
Bring The Conversation To
Life Deepen The Engagement
Spread The Awareness
Persistent
Continue The Conversation
Personalize and customize content and experiences based on interests and preferences
Co-create and collaborate with customers to deepen engagement
Make experiences and content portable and shareable across devices and channels to increase awareness and enable advocacy
Create content and conversation strategies that continue beyond campaigns and programs
We need to start the conversation.
We need to personalize the relationship and engagement.
We need to provide ways for young business travelers to feel like celebrities.
Conceptual Creative Framework
User journey
WEB
MOBILE
SOCIAL
SEO SEM OLA
At The Top
STARTED FROM THE BOTTOM
NOW WE HERE
Personal Participatory Pervasive Persistent
WEB: Virtual advisors who offer personalized recommendations based on interests
MOBILE: App offers recommendations based on location FACEBOOK: Use fan interests to send them personalized tips and other content of interest
TWITTER: Customer service via specified #hashtag
INSTAGRAM: Printstagram services on site, as well as projected montage and guide to best spots to take selfies TUMBLR: Weekly destination style posts for business travelers
WEB: Submit short video clips about their stay, like review/ratings
MOBILE: Submit short video clips about their stay, like review/ratings FACEBOOK: Connect 4sq for check-in challenge
TWITTER: Create virtual community for guest aggregating content based on hashtag
INSTAGRAM: #YOLO Contest/campaign, most outrageous wins free stay
TUMBLR:
WEB: Inspiration BIZ Destination w/ “At The Top” themed visual mood boards tied to Pinterest
MOBILE: Can upload inspiration biz destination content through mobile app and see display
FACEBOOK: Tab designated to inspiration biz destination
TWITTER: Hashtag Vines and tweetpics to inspiration biz destination
INSTAGRAM: Hashtag video and images to inspiration biz destination
TUMBLR: Publish the top mood boards of the week that will win free stays
WEB: Obtain email addresses to send communications
MOBILE: Obtain mobile numbers to continue communications
FACEBOOK: Weekly “At The Top” comedic videos
TWITTER: Weekly “At The Top” hashtag conversations, paid placements in relevant topics (comedic)
INSTAGRAM: Offer club memberships and upgrades to most outrageous #atthetop photos
TUMBLR: Animated GIFs that key in on “At The Top” moments like what Jay-Z and Beyonce would do
FOURSQUARE: Provide tips related to leisure in top cities
FOURSQUARE: Connect FB Tab for check-in challenge
Measurement Plan
Business
Marketing
Campaign
Metrics
Brand Preference Lift Belief that CLIENT enables “personalized and rewarding experiences” Belief that CLIENT is a “helpful guide”
Web • Sales • Offer Redemptions • Tool Downloads • Location Look-ups • Coupon Downloads & Redemptions • Engagement Activity
Social • Positive mentions • Friend sharing • Engagement Activity
Gross Bookings Growth of Bookings
Primary Goal: Drive Preference and Consideration to Convert to Sales.
Mobile • Sales • Offer Redemptions • App & Tool Downloads • Coupon Downloads & Redemptions • Engagement Activity