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