Hotelimarketing Presentation

SEARCH ENGINE MARKETING

PROPOSAL

SEARCH ENGINE OPTIMIZATION @ work

Thursday, January 28, 2010

THE COMPANY

• Offices in Toronto/Winnipeg Canada

• The business is a culmination of efforts from 20 years in the Marketing and Hospitality business and over 10 years of Web Development business.

• Owned and operated by Paul Adams and Andrew Meyer supported by a talented team of web designers, developers, marketers and selling coaches


THE PEOPLE

• Andrew Meyer has developed a wealth of Sales, Marketing and Operational knowledge over the 20 years in the Hospitality business. Direct brand experience includes Four Seasons Regent Hotels, Starwood Hotels & Resorts, Fairmont Hotels and Resorts, Hilton Hotels & Resorts, Radisson Hotel & Resorts, IHG, Delta Hotels & Resorts, Preferred Hotels, Choice Hotels, Travelodge Hotels and Independently Owned and Managed Hotels.

• Paul J. Adams is a Toronto-based entrepreneur who formed Green Street Productions (GSP) in 2003. The company was born from a collective of Canadian advertising agency designers and marketers.Paul's expertise ranges from creating optimized and engaging websites to delivering favourable performance-based marketing programs. Implementing diligent and attentive practices, Paul ensures his client teams are continuously interpreting best-of-breed performance reporting metrics improving account performance. Certified as a Google Ad Words Specialist, Paul works diligently for his clients within a variety of media showcasing an understanding of the relationship between humans, technology, information, design and marketing.


HOTELIMARKETING PHILOSOPHY

HiM s a full-service Interactive Marketing Agency concentrating on the hospitality and hotel industry providing hotels and resorts with proven, ROI driven online marketing services. HiM understands where to find the best online opportunities to broaden your hotel's presence on the web.

Save Time & Confusion - Website Design & Development - Sales Team Performance & Management - Pay Per Click Campaigns &

Landing Page Creation - Search Engine Optimization (SEO) - Social Media Marketing & Brand Monitoring - Mobile Marketing


MARKET OVERVIEW

• By 2013, 46% of leisure and unmanaged business travel will be sold online, and that 39% of managed business travel (the kind organized via a mandated company policy) will go through online channels. Individual sectors will have much more Internet activity: more than 1/2 in the case of airlines, about 1/3 of hotel bookings, and almost 2/3s of car rental bookings*

• The Hospitality Industry is the ideal SEO/SEM client with characteristics such as large online bookings, inefficient and expensive websites and big brand relationships

* Forrester Research US Online Travel Forecast, 2008 To 2013


SEARCH ENGINE OPTIMIZATION• Over 85% of traffic to websites is generated from search engines. This makes proper

search engine promotion and marketing crucial to the success of any truly effective website.

• HiM is one of the leaders in search engine optimization and marketing. We have developed very successful and ethical proprietary methods to ensure that our customers’ websites get the highest rank possible in search engines both immediately and in the long-term. By constantly monitoring the major search engines, such as Google, Yahoo! and MSN/Bing, we are aware of any required changes to a website ensuring continued online marketing success.

• HiM’s search engine optimization is comprised of (but not limited to):

• Keyword Research• On-page Optimization• Vertical Search Targeting/Inclusion• Sitemap Creation & Search Engine/Directory

Submission• Internal Link Architecture• Tracking & Monitoring of SEO Positioning• Continual Maintenance & Adjustment


SEO @ WORK

SEARCH ENGINE OPTIMIZATION


SEARCH ENGINE MARKETING (SEM) ASSESSMENT & PLAN

• With the extensive industry knowledge acquired through years of experience, HiM will begin work by conducting and researching our client’s online presence.

• HiM’s SEM plan includes:

1. Property Analysisｷ Existing competitive advantage

ｷ Target audience(s)

ｷ Current/past online & offline marketing efforts

ｷ Area demand drivers – local events, attractions, etc.

2. Market/Competitors Positionｷ Existence and exposure of competitors’ websites

ｷ Existing packages and promotions

ｷ SEO positioning (Google, Yahoo!, MSN)

ｷ Current level of participation in PPC and strategic linking campaigns

ｷ Guest comment reviews on social media sites(such as Facebook, Twitter etc.)

3. Strategic Approach and Recommendationsｷ Search Engine Optimization (SEO)(including Local Search)

ｷ Pay-Per-Click (PPC) Marketing

ｷ Creation of Viral Content/Linkbait

ｷ Mobile Marketing


SEM @ WORKSEM @ WORK


SOCIAL MEDIA MARKETING & BRAND MONITORING

Social Media will add to and enhance the following:

Reputation Management - People are talking about you online, whether you choose to listen or not.Customer Service - Social media customer service is the new (800) number.Public Relations - Social media enables you to take your message to customers directly.Customer Acquisition - Market sideways. Features and benefits are too boring to work in social media.Create Brand Communities - Activate your fans and give them something to do. Donʼt just collect them like baseball cards.Thought Leadership - Everyone in the world has expertise. Whatʼs yours, and how do you distribute it?Networking - Social capital belongs to individuals, and is loaned to brands. You can use social networking to develop relationships online that youʼd be unlikely to have otherwise.

* “Social Media Channels” Russell Herder and Ethos Business Law, July 2009,


The Reach and Scope of Social Media

: Over 300 million members and over 80 billion page views (Techcruch)

: now has over 44 million unique visitors a month (Comscore)

: over 100 million visitors in March and over 13.8 billion video views in M March alone (Youtube)

:16 million unique visitors a month with a very affluent demographic where the average user is 39 and makes $139k a year and over 500,00 C-level members (Quantcast)

: just under a 100 million visitors a month and 83 billion page views (Techcrunch)


The Reach and Scope of Social Media (Cont…)

: more traffic than the New York Times with 23 million unique visitors a month and 4.5 billion page views (Techcrunch)

: over 5 million blogs are tracked by Technorati, the “Bible” of blogs with 600,000 being corporate blogs (Technorati)

: nearly 63 million unique visitors in June 2009 (Compete)


• Services: Google Pay Per Click (PPC) Campaign integrated with the use of targeted Landing Pages.

• Background: Conveniently located in scenic downtown Winnipeg, the newly renovated Holiday Inn Hotel & Suites Winnipeg Downtown offers 140 well appointed guestrooms, with 20 one-bedroom King Suites. The competitive Winnipeg market consists of five other Holiday Inn Hotels plus numerous competing brand and independent hotels.Recognizing the limited online campaigns operated by the national brand, the PPC campaign was designed to enhance and work with promotions already in place.

CASE STUDY – HOLIDAY INN HOTEL & SUITES WINNIPEG DOWNTOWN


CASE STUDY – HOLIDAY INN HOTEL & SUITES WINNIPEG DOWNTOWN

• Engagement: HoteliMarketing (HiM) created a campaign focused on a cost-effective, short-stay (2-5 nights) promotion to entice guests to book hotel rooms in a depressed-economic market.Landing Pages with graphics displaying price sales were created and implemented in the PPC campaigns directing the client with ‘one-click’ towards the booking site hosted by the Holiday Inn’s brand –operated website.

• The Results: Over the course of the campaign, HiM was able to zero-in on a number of keywords and ad placements enhancing the results. After the first three months, the Holiday Inn saw an increase of 19.3% in Internet sales year-over-year in a Winnipeg hotel marketplace seeing a decrease of 11%.

*Revenue Factory – Distribution Marketing, Business Metrics & Results – January 2008 – May 2009.


HoteliMarketing Clients and Partners


SUCCESS IS OUR ADVOCATE

HoteliMarketing’s success is built on proven results, and that's why companies large and small have the confidence in us to improve their online presence and marketing.

Results are based not on guesswork or instinct, but on the actions of real customers.

Our clients have learned any investment made in HiM is returned to them in a more profitable business.


Contact

HoteliMarketing

TollFree. 888.833.4841

Winnipeg Office Tel. 204.899.6056

Toronto Office Tel. 416.996.8270

Fax. 905.668.9664

[email protected]

www.hotelimarketing.com

Follow us on : http://twitter.com/hotelimarketing


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http://www.greenstreetproduce.com/




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