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This is an advertising plan I did for ClubHotel Riu in Ocho Rios, Jamaica. It was for a Webster University class. Our budget was $50,000 so I decided to focus on weddings. The target was not your traditional 24 year old getting married at their family church. It was women who's love lives have not gone how they had thought but are finally coming together. This was a presentation deck so I have much more info in my paper. Feel free to ask questions in the comments if you wan't to know more info. Thanks.
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Everything You’ve Imagined
Everything You’ve Imagined
Everything You’ve Imagined
Assignment Overview• Increase website traffic by 30%• Develop an authentic and useful content
marketing program• Raise awareness about the Riu Resort in Ocho
Rios• Grow social networks 30% through content,
involvement, and entertainment• Overall goal to increase wedding inquiries
Everything You’ve Imagined
Communication Objective• ClubHotel Riu Ocho Rios:– the ideal setting for your perfect wedding– has wedding services that allow the happy couple to
relax, insured that their perfect wedding is being taken care of.
– has all of the amenities for every aspect of the wedding; wedding party activities, wedding, reception, honeymoon etc.
– is THE industry leader in wedding related content, advice and knowledge.
Everything You’ve Imagined
Target MarketDemographics:• Ages: 30-50• Gender: Both men and women (with an
emphasis on women)• Relationship Status: In a committed and
serious relationship• Income Level: Middle to upper-middle class• Location: Not considered on the coast
Everything You’ve Imagined
Target Market Psychographics• Value marriage and desperately want a beautiful
ceremony• At times thought they would never find “the one”• Wedding must stand out from their friends’
weddings• Would have never thought they would still be
single at this age• Target segmented into “never been married” and
“divorced but in love again”
Everything You’ve Imagined
USP
• Riu has the amenities, setting, staff, and creativity to make this the perfect moment that you have always dreamed of.
• It’s your turn to soak it all in, we will do the work.
Everything You’ve Imagined
Tone
• Hope and Revitalization
• Cute/Romantic style creative
• Opportunity
Everything You’ve Imagined
Campaign Slogan
“Everything You’ve Imagined”
Everything You’ve Imagined
Social Media Strategy
• Promote Club Hotel Riu Ocho Rios as a wedding destination hotspot through social media and social network growth.
Everything You’ve Imagined
Social Media TacticsTactics• Facebook ads and promoted
tweets• Increased Pinterest activity • Social Media Photo Album
Promotion• Improved social media
buttons on the ClubHotel Riu website
• Weekly reputation checks on review sites
Everything You’ve Imagined
Social Media Promotion• Guests who stayed for a special occasion (i.e. wedding,
honeymoon, anniversary, reunion, etc) are asked to upload their 20 favorite photos to a social media of their choice– Facebook, Imgur, Flickr, Instagram, etc.
• RIU will then take those 20 photos and create a photo album for the participating guest
• Photo albums will be designed through a third party distributor
• Only allowing 20 photos ensures quality of photos associated with the brand
Everything You’ve Imagined
Digital Advertising Strategy
• Use Google Adwords to develop an online display advertisement campaign to increase traffic to website and encourage social sharing.
Everything You’ve Imagined
Digital Advertising Tactics• Google Adwords display ad
campaign• Add “Pin It” button on
display ads• Display ad creative will be
based on comparing a traditional wedding to a destination wedding.
• Rotate different creative with different keywords in the Adwords program
Everything You’ve Imagined
Everything You’ve Imagined
Content Marketing Strategy
• Establish a content marketing program to deliver useful original and branded content to the audience in a variety of ways in order to build a buzz and awareness around the ClubHotel Riu Ocho Rios and their wedding services.
Everything You’ve Imagined
Content Marketing Strategy• Develop a blog that is dedicated to
providing content covering wedding advice, fun ideas, and destination wedding case studies.
• Sponsor stories about destination weddings in established publications.
• Produce and maintain a database of wedding themed art that would be released on social media and the blog.
• Develop and distribute press releases about the social media photo promotion and traveling trends.
Everything You’ve Imagined
Measurement and Adaptation
• Each strategy will be accompanied by an analytics program that will be used to put together a detailed report each week.
• Strategy will be adjusted and fined tuned to increase resonance and efficiency
Everything You’ve Imagined
TimelineMarch
Week 1 Week 2 Week 3 Week 4
- Send out press release for Social Media Alum Promotion.- Set up Google Adwords-Blog about the importance of a good photo album
- Weekly Analytics Reports- Reevaluate create and post timing- Rotate Adwords Display Ads to new keywords- 2 blog posts- 1 sponsored story
- Weekly Analytics Reports- Reevaluate create and post timing- Rotate Adwords Display Ads to new keywords- 2 blog posts
- Weekly Analytics Reports- Reevaluate create and post timing- Rotate Adwords Display Ads to new keywords- 2 blog posts- Adjust social media and Google adword spending budgets based on the effectiveness of the ads
Everything You’ve Imagined
TimelineApril
Week 1 Week 2 Week 3 Week 4
- Send out press release for Social Media Alum Promotion.- Set up Google Adwords-Blog about the importance of a good photo album
- Weekly Analytics Reports- Reevaluate create and post timing- Rotate Adwords Display Ads to new keywords- 2 blog posts- 1 sponsored story
- Weekly Analytics Reports- Reevaluate create and post timing- Rotate Adwords Display Ads to new keywords- 2 blog posts
- Weekly Analytics Reports- Reevaluate create and post timing- Rotate Adwords Display Ads to new keywords- 2 blog posts- Adjust social media and Google adword spending budgets based on the effectiveness of the ads
Everything You’ve Imagined
TimelineMay
Week 1 Week 2 Week 3 Week 4
- Send out press release for Social Media Alum Promotion.- Set up Google Adwords-Blog about the importance of a good photo album
- Weekly Analytics Reports- Reevaluate create and post timing- Rotate Adwords Display Ads to new keywords- 2 blog posts- 1 sponsored story
- Weekly Analytics Reports- Reevaluate create and post timing- Rotate Adwords Display Ads to new keywords- 2 blog posts
- Weekly Analytics Reports- Reevaluate create and post timing- Rotate Adwords Display Ads to new keywords- 2 blog posts- Adjust social media and Google adword spending budgets based on the effectiveness of the ads
Everything You’ve Imagined
Budget Promotional Element Cost
Travel $7,500
Photography $400
Social Media Management and Content Creation
$15,000
Blog Setup $1,000
Blog Content $5,000
Sponsored Stories and Ghostwriting
$3,000
Social Media Photo Sharing Promotion
$2,000
Digital Ad Creative and Production
$5,000
Google AdWords Budget $10,000
Breathing Room $1,100
Total $50,000
