UGA Marketeers - 2015 Terry Digital Marketing Competition

Team Teresa: UGA Marketeers Christy Waldrop, Grace Hulett, Erin Miller, Lindsey Wesloski

Team Teresa: UGA Marketeers

Christy Waldrop Suwanee, GA

Lindsey Wesloski Roswell, GA

Grace Hulett Cincinatti, OH

Erin Miller Dacula, GA

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Agenda

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Understanding Crowne Plaza

Understanding the consumer

Understanding the challenge Execution

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What We Can’t Control

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What We Can Control

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Always On

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Not a demographic,

a mindset

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Even when they’re off, they’re on

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Interviews

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Holidays 2014: Flights Delayed – 125,630 Flights Cancelled – 6,650

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Be On. Work On. Power On.

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Meet Henry Wesloski

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#TimeTo

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To distinguish Crowne Plaza in the upscale

business segment with an innovative digital marketing campaign

The Challenge

#TimeTo

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Think

#TimeTo

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#TimeTo

Feel

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#TimeTo

Do

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#TimeTo

Amplification & Revenue Generation

Content/Creation Curation

Kickoff Event

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#TimeTo

Kickoff Event

Content Creation/ Curation


Enhance Retention

Drive Consideration

Drive Direct Booking

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#TimeTo

1.  Enhance Retention 2. Drive Consideration 3. Increase Web Contribution

Kickoff Event

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#TimeTo

Ted-like Experience

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#TimeTo

Virgin America In-Flight Wifi

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#TimeTo

Bud Light #UpForWhatever

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#TimeTo

“There are two groups of people. One group wants to invest their day. The second group would prefer to watch TED Online. However, both groups want to invest in themsevles.”

- Jacqui Chew

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#TimeTo

Reinforcing reason to believe among current stayers.

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#TimeTo

How to make work/life balance

work: On Message

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#TimeTo

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#TimeTo

Content Creation & Curation

2. Drive Consideration 1. Enhance Retention 3. Increase Web Contribution 40

#TimeTo

2. Drive Consideration 1. Enhance Retention 3. Increase Web Contribution

Content Hub Content

Hub

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#TimeTo

•  Interactive content hub •  Transforms consumer generated visual

content into powerful brand assets •  Hashtags and handles •  63% of US consumers trust customer photos

more than brand photos

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#TimeTo

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#TimeTo


3. Increase Web Contribution 1. Enhance retention 2. Drive Consideration

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#TimeTo

#TimeTo

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#TimeTo

Word of Mouth Marketing Association identifies that people are influenced 6-7 times more by people than a brand

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#TimeTo

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#TimeTo

Articles and Crowne Plaza

Branded Content

User generated

Crowne Plaza photos

Content site specific

User Reviews

#TimeTo Mentions

Treadmill interactions

Articles and Crowne Plaza

Branded Content

Crowne Plaza TED

content

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#TimeTo

Success metrics

5:1 ROI Increase

direct web contribution from OTA’s

Bring Always On and brand ambition to

life

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#TimeTo

$1,000,000

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#TimeTo

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Budg

et

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#TimeTo

$1,000,000 $5,000,000

Avg. Cost Per Room = $150

7.1%

Content

Hub

470,000

33,333

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#TimeTo


#TimeTo

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#TimeTo go to San Francisco

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Appendix

Industry Overview

•  Revenue of US hotel industry – $163 billion

•  Average daily rate of hotels in US – $121.37

•  Intercontinental Hotel Group was hotel contributing most to this Wigure – Generated $21.6 billion US dollars

Source: Sta9sta, Sta9s9cs and Facts on the Hotel Industry 56

Implications of Digital

•  Building a digital travel business – 27% of US online hotel travelers agree that they are likely to complain via social media after an unsatisfactory experience

– Only 9% post travel reviews – 98% of marketers plan to increase or maintain marketing spending

Source: Forrester Report: Building a Digital Travel Business

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Industry Trends •  Three major trends:

– 1. The Real Thing: Authenticity •  Hotels have the opportunity to capture what is unique about their property and share it in an authentic way

– 2. Prove It: Transparency •  Hotels would do well to reveal more about their rooms, services, and location to appeal to customers who gather their research online

– 3. Suite Life: Synergy •  Consumers are demanding better synergy between their electronics and the brands/products and services they use.

•  Always On enhancements address concern of Synergy

Source: Mintel Reports, Hotels, US October 2014 58

Brand Awareness

Crowne Plaza ranks 3rd in overall rating of excellent/very good experience among their top 6 competitors. When guests come to stay, they are pleased with their service and the experience and demonstrates that Crowne Plaza is fulWilling their brand promise for their guests.

Source: IHG Case Study 59

Brand Awareness

However, Crowne Plaza ranks 6th in total brand awareness. There is a signiWicant opportunity for Crowne Plaza to raise brand awareness, therefore raising consideration, and ultimately drive revenue.

Source: IHG Case Study 60

Always On Enhancement

•  Be On –  Complimentary wiWi –  One-‐time Internet sign on –  Enhanced in-‐room charging

•  Work On –  Energy essential wellness stations –  Healthy snacks and beverages –  Local running maps

•  Power On –  Enhanced 24/7 business center –  Secure wireless printing

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Booking Travel •  US Travel Market

–  $307 billion market (2013) –  Online bookings: $157 million

•  Travel market in US is a growing, but mature market –  Online booking has become norm, still room for travel agent – mainly those that cater to luxury, corporate, niche, or special interest travel

•  OTA’s need to differentiate their services from competition and provide value –  Curate content and display only recommended deals or adding additional search functionality

Source: Mintel, Travel Booking, August US 2014 62

Travel Stress Index Video

Of 7,300 business travelers surveyed, the 4 biggest stressors found when traveling are: lost or delayed baggage, poor or no Internet connection, Wlying economy on a long haul, and delays. 38% is the average travel stress index of these business travelers. The average lost time on a business trip is 6.9 hours per person, which is the equivalent of $662 to a business.

Source: CWT’s Solu9on Group 63

Video Implications

•  Crowne Plaza acknowledges that traveling can be stressful and cannot control the external circumstances that impact you. – Can’t Control: The time lost during travel and stressful situations

– Can Control: The value of your time by providing Always On enhancements to improve the experience of the hotel stay and save travelers time to do the things they want to do.

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Source: Forrester Report, Develop Your Digital Customer

This chart was a cri9cal resource used to develop our ini9al approach forming our strategy.

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#TimeTo -‐ Suppor9ng Research

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Through primary and secondary research, we’ve found the Modern Business Traveler to have a few key desires and characteristics. The two biggest we found were that “they are not a demographic, they are a mindset” and “even when they’re off, they’re on.” These insights have led us to understand the importance of each individual’s needs and wants.

Source: Interna9onal Business Times, Business Travel: A Modern Execu9ve Traveller’s Five Demands Published: September 8, 2014

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Modern Business Traveler •  Demands of the Modern Business Traveler

–  Flexibility to change and availability to make bookings on the go –  Unique accommodation experiences –  Technology that actually works

•  Characteristics of the Modern Business Traveler –  “Even when they’re off, they’re on”

•  They value time well spent: whether for stimulation or rejuvenation, they make every moment count – 14% grab a drink from the bar, 13% relax with a book, 11% catch up on sleep, 3% focus solely on work.

–  “Not a demographic, a mindset” –  Socialize the experience

•  Today’s “new world of work” travelers want to be able to connect with others while on the go, providing the tools to allow them to do so can go a long way in boosting satisfaction Source: Forbes

Ar9cle: What Today’s Business Traveler Wants Published: October 20,2014 68

Interviews •  Sample Questions:

–  What are your top three priorities when traveling for business? –  When traveling to a new city for business, do you like to explore the surrounding or stay in the hotel primarily?

–  What is the biggest inconvenience you have faced during a business trip hotel stay?

–  How do you stay connected when staying at a hotel for business? How/when/why do you disconnect during your stay?

–  How do you engage digitally and with what frequency? (platforms) –  What is the best hotel experience you have had while traveling for business? –  How often do you travel for business? –  Do you book your own stay? If yes, what three hotels or hotel groups are in your consideration set and why?

–  Outside of price and convenience, what other factors do you consider when choosing a hotel?

–  What is your perception of Crowne Plaza hotel? –  Are you a part of any loyalty program? –  Have you heard about Always On enhancements?

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Consumer Insight

•  Field Research –  Interviews conducted at Crowne Plaza and competitors

•  Social Listening via Twitter •  Follow-‐Up Research

– One question interview with target audience (video)

– Facebook posts

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Interviews •  Method: Christy Waldrop and Grace Hulett informally conducted 15 Wield interviews in the lobby of Crowne Plaza Perimeter and two competitors. Approached guests who appeared to fall in target demographic of age 30-‐45 and were traveling for business. After asking permission to ask a few questions, we conducted open-‐ended “interviews” and recorded Windings

•  Where/Who: –  Crowne Plaza at Perimeter -‐ 6 interviewees –  Hilton Garden Inn Perimeter Center – 4 interviewees –  Marriott Perimeter Center – 5 interviewees

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Interviews •  Insights at Competitor Hotels

–  Loyalty members much happier and seemed to feel at home

–  Higher energy and younger crowd in lobbies –  Complaints about paying for Wi-‐Fi –  Fast and easy check in and out –  Receptive staff and responsive to guests needs quickly –  Hotel bar modern and hip, can grab a quick drink –  Priorities: hotel restaurant, priority membership and loyalty offerings, quicker food options in morning, proximity to meetings, updated meeting room equipment

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Henry Wesloski

•  Henry Wesloski represents an IHG Rewards loyalty member. He consistently stays at IHG’s hotels, however, he is unaware of the beneWits Crowne Plaza provides to the business traveler. He is representative of the audience that does not hold Crowne Plaza in their top consideration set. -‐ Personal narrative told by Lindsey Wesloski

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Consumer Insight

•  Time •  Fast •  Speed •  Quick •  Convenient •  Go

•  On •  Connect •  Meetings •  Rushed •  Moving •  Schedule

•  Conference •  Call •  Multitask •  Top •  Sleep

Key words heard when interviewing target audience:

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Interviews

•  Key Insights – Want to be in control – Fast-‐paced – Even when they are off, they’re on – Not a demographic, a mindset – Need service, speed, access at their Wingertips – Time is of the essence

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Interviews

•  Second Round Interviews (Follow-‐Up) – Using our insight of the importance of time to the modern business travelers we interviewed. We recorded responses of ~15 business travelers and asked one simple question:

When traveling for business, what do you wish you had more “Time To” do?

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Holidays •  “The Thanksgiving/Christmas/New Year’s holiday periods are among the busiest long-‐distance travel periods of the year.” –  Thanksgiving:

•  Number of long distance trips increases by 54% •  Flights delayed: 36,472 à 20% (2014) •  Flights cancelled: 1,583 à 0.87% (2014)

–  Christmas: •  Number of long distance trips increases by 23% •  Flights delayed: 89,158 à 27% •  Flights cancelled: 5,067 à 1.56%

•  “During the holiday season, people report worrying most about time, money, and the commercialism of the holidays. Under normal circumstances, many feel there are not enough hours in the day; during the holidays, people feel pulled in even more directions.”

Source: United States Department of Transporta9on APA Holiday Stress Press Release 77

#TimeTo

•  Why? –  Time To ________

•  How? –  The “Always On” enhancements

•  What? –  Crowne Plaza is the modern hub for business

Implication: Time To video created to show the why’s of individual guests

Source: Simon Sinek, Start with Why TED talk 78

Implementa9on – Suppor9ng Research

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Ted-‐like Experience

•  TED Talk Audience – Group 1: the ones who show up and want to invest in themselves, refresh themselves, feed their minds and are willing to spend a day with us

– Group 2: the ones who don’t want to invest the day and much prefer to watch TED online. This is the audience you are targeting

Source: Jacqui Chew, TEDxPeachtree Licensee 80


•  Recommendation from Jacqui Chew: – Presentations that are 18 minutes or less: bite-‐sized chunks of wisdom, compelling stories

– Leverage event and presentation into something that Wits traveler

– Few TED speakers who are popular for TED fans, e.g. Ken Robinson, Simon Sinek

– Find a speaker that embodies the brand values of Crowne Plaza and the target audience values

Source: Jacqui Chew, TEDxPeachtree Licensee 81

TED Talk Audience

•  “The Wirst people who want to learn. The second people who want to change the world. The third people who want to chat, make friends, and just make time.” –  Connection to MBT: Modern business travelers are always on the go – networking, trying to come up with innovative solutions to business problems. TED Talks are focused on the innovative concepts and focusing these talks toward people who make a difference.

Source: www.ted.com 82

TED Talk Audience •  “In one sense, yes – we curate our speaker list and our TED Talks lineup very carefully. And we ‘curate’ our audience at conferences to make sure we have a balanced, diverse group that can support our mission of bringing great ideas to the world for free.” –  Connection to MBT: We want to create an event that is speciWically targeted for the Modern Business Traveler and how to enhance their experience while traveling. TED Talks are successful because they create events speciWic to a certain demographic knowing they care about these great ideas.


TED Talk Audience •  “We believe passionately in the power of ideas to change attitudes, lives, and ultimately, the world. On TED.com we are building a house of free knowledge from the world’s most inspired thinkers – and a community of curious souls to engage with ideas and each other, both online and at TED and TEDx events around the world, all year long.” –  Connection to MBT: Every TED Talk is centered around making the world a better place – people want to go because they share this common interest. Every Modern Business Traveler knows that business travel sucks – but these events would be places where they all share the same interest of making travel better,


Ted-‐like Experience Execution •  Virgin America: Free Round Trip WiWi to InWluencers

–  Launched in 2007. In 2010, launched wiWi by giving away free round trip to inWluencers using Klout scores. In 2011, partnered with Google to offer free Chromebooks on airlines.

–  Campaign geared towards leveraging social media to express messages. Did not spend any money on mass media – only money spent on owned and earned media

–  Virgin America has excellent customer service on social media à amazing loyalty, repeat purchase, advocacy, etc.

–  Why it was effective: •  Buzzworthy •  First airline to offer this service •  Showed they understood consumer needs

Source: Virgin America, An America’s Hoaest Brand Case Study

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Ted-‐like Experience Execution

•  Bud Light: Whatever, USA #UpForWhatever – Exclusivity – invited 1,000 fans for a weekend of free beer, parties, and entertainment in Crested Butte, Colorado

– Generated massive amount of buzz around Anheuser-‐Busch/Bud Light

– Could have been any beer, Bud Light was just _irst to do it

Source: USA Today, Bud Lights Turns Tiny Ski Town into Whatever, USA

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The Psychology of Time Intellectually Stimulating

How to Make Work/Life Balance Work

On Message

How Great Leaders Inspire Action Brand Awareness

Source: ted.com, 20 Most Popular Talks of All 87

Ted-‐like Experience •  Search Process:

–  Looked for speakers that were within a $50,000 price range that would resonate with the modern business traveler demographic

–  Searched keywords: time, travel, business, schedules •  Decision:

–  Nigel Marsh connected our key insight of time to the business world

–  Reached out to Nigel and inquired a price point

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Ted-‐like Experience Attendees •  Use email marketing to target customer invites •  IHG has user-‐centric email targeting

– Average 50% open rate – Average 20% click-‐through rate

•  Email marketing targeting: – Existing guests –  IHG Rewards Members

•  Identify key inWluencers: – Bloggers – New guests

Source: Forrester Report, IHG Consolidates Email and Data Management

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Ted-‐like Experience Logistics •  Locations Considered

– Perimeter Crowne Plaza: 1,500 cap. –  JFK Airport Crowne Plaza: 153 cap. – Atlanta Crowne Plaza: 450 cap.

•  Event Budget – Venue –  Speaker + program – Branding + promotion (vendors) – Audience + experience (loyalty, new guests, IHG guests) – Video + production – Post event marketing

Source: crowneplaza.com 90

Strategy and Budget

Olapic

Olapic helps Crowne Plaza stand out and drive trafWic to IHG.com for direct booking. In our calculations, we averaged the two conversion rates of 4.6% and 9.6% to reach our 7.1% rate. Using this rate, we calculated the number of visitors to the site that we need to reach our 5:1 ROI.

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Olapic •  Olapic is the leader in visual marketing and specializes in turning consumer generated visual content into powerful brand assets – Collect user generated photos and videos via hashtags and handles, email submission, mobile phones, and/or uploads.

– Curate these photos in one clean, simple user interface while selecting the best content

– Display the photos you approve across any property within custom widgets

– Measure the success of campaigns by closing the loop between user generated photos and your speciWic KPI’s

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Olapic

•  Olapic offers: – Landing page optimization – Content selection services – Direct booking options – Post-‐booking emails – Mobile friendly platforms – Back-‐end analytics

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Attentive.ly •  Engagement marketing platform that creates a rapid response campaign and takes guesswork out of sending offers. –  Take client email list and run a social match. Provide 360 degree view on social media and listen when people talk about related topics in order to send content around campaign and offers in real time via tweets, ads, and Facebook.

•  Our goal is to use Attentive.ly to maximize Crowne Plaza’s current IHG Rewards loyalty program and identify key inWluencers to increase word of mouth advertising. –  Word of Mouth Marketing Association identiWies that people inWluenced 6 to 7 times more by people than a brand

•  Chose them because they will expand reach of content and break through the clutter online

•  Contact: Brandon Russell <[email protected]>

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Sharethrough •  Distribute brand content on nationally known publishers – USA Today, Time, Forbes, etc. –  Native advertising can do any form of content, i.e. vine videos, infographics, YouTube

–  Consumers look at in-‐feed ads 52% more than banner ads •  Help brands get information to publishers that matches the look and feel of individual platforms and provides choice based advertising –  Pricing: $10-‐$15 CPM

•  Chose them because Sharethrough will distribute our content to our target audience through a wide range of well-‐known publishers to generate awareness around the campaign after the initial buzz is created to engage and maintain conversation around Always On.

•  Contact: Patrick Fitzgerald <[email protected]>

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Considered Partnerships •  LoudDoor

–  Create backend data and lists based on likes and interests of consumers on Facebook. Allows you to reach current guests on Facebook based on different likes/interests outside of IHG

•  Contact: Rick Meacham <[email protected]> •  Insight Pool

–  Personalize social messages with algorithm and target an identiWied market and optimizes execution on Twitter

•  Contact: •  Flip.To

–  Boost hotel brand awareness and earn new guests utilizing current and future guests as brand advocates on social media

•  Contact: Raul Vega <[email protected]>

We didn’t select these partners because we decided to allocate a higher percentage of budget on vendors with higher conversion rates that would provide us with a higher ROI.

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Treadmill Popups •  Goal: drive client engagement and conversation throughout campaign and curate content for central –  Pop-‐ups will bring attention to both loyalty guests and prospective guests to the new features and beneWits of Crowne Plaza through the Always On enhancements

•  Crowne Plaza treadmills will appear randomly at 10 prime US market airports, including: San Diego, Memphis, Pittsburgh, Seattle, LA, Charlotte, Atlanta, and NYC –  These locations are where the brand has experienced the largest growth enhancement through new openings in 2015 or an enhanced experience through signiWicant renovations at properties.

•  A treadmill represents that Crowne Plaza understands that the traveler is running around all day and the value of time to their everyday success. It is an interactive, manufactured moment to interact with audience.

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Brand Experience •  Crowne Plaza is a brand that must deliver high quality experiences, but not on a daily basis. Need to drive customers to think of brand more frequently or will lose mindshare.

•  High quality, low frequency brand so must create reasons to interact with manufactured moments.

•  Focus on manufacturing moments that expand the range of problems you solve: –  Find your customers everyday needs and fulWill them

–  Create new types of value for the customer Source: Forrester Report, Marke9ng Strategy for the Mobile Mind Shic 99

Brand Experience •  Brand success: Nike has expanded their interaction with customers beyond retail purchases through the development of their Witness apps. Nike+ has helped the brand position themselves as a lifestyle that customers aspire to.

•  Our Application: The Ted-‐like experience and articles created will help Crowne Plaza stay at the forefront of the business travelers mind. By providing resources to save their guests time both during their stay and in their daily life, they earn Crowne Plaza brand love and the respect of their target market.

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Brands with a low frequency of interactions need to create an even higher-‐quality of interaction.

Source: Forrester Report, Marke9ng Strategy for the Mobile Mind Shic 101

Budget

•  We’ve split the budget into 4 main categories to successfully drive our campaign.

•  Budget Allocation 1.  Talent/Event 2.  Marketing Technology 3.  Media 4.  Marketing Activation

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Budget

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Budget Roadmap

These are es9mated costs we will incur within each category to calculate costs. 104

Budget Overview

*Avg Conversion Rate: 7.1% *Avg Click through Rate for Na9ve Adver9sing: 1.37%

Source: Ampush, Industry Average CTR

To calculate the 5:1 ROI on our ini9al investment of $1M, we created 3 scenarios: How many rooms Sharethrough needs to book, and then inves9gated the impact of using Email marke9ng to drive booking to see the cost differences.

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Budget

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Budget

Insight: The original calcula9ons show that we will need to spend $342,689 to drive the number of visitors to our site to reach the needed number of booked rooms to hit our $5M return. We created two scenarios using email marke9ng. Scenario 1 represents 1M email addresses, and Scenario 2 has 2M addresses. Assuming Scenario 2 is the accurate size, we are able to cut our Sharethrough costs to $196,700 with email marke9ng driving 14,200 booked rooms. We are able to save $146,000 with Sharethrough contribu9ng significantly, but will cause us to double our spend with Aaen9ve.ly at $144,000. Through the Sharethrough savings, we will not be using the en9re amount of money ini9ally allocated towards media buy.

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Budget Review

Conclusion: Acer calcula9ng our costs in the four categories of our campaign we found that we have an excess of $740,700 remaining in our budget. We are confident that with the resources and metrics used that we will successfully drive a $5M return through brand awareness and direct booking from our campaign. Our resources allocated to our owned media, such as email marke9ng, has allowed us to save costs with our vendor partnerships. We are able to save $146,000 with Shaethrough contribu9ng significantly to the lecover funds.

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Bibliography •  Forrestor Reports

–  Building A Digital Travel Business –  IHG Consolidates Email and Data Management –  Marke9ng Strategy for the Mobile Mind Shic

•  Mintel Reports –  Hotels, October 2014 –  Travel Booking, August 2014

•  CWT’s Travel Stress Index Video –  hap://www.cwt-‐solu9ons-‐group.com/cwtsg/

•  News ArAcles –  Forbes: What Today’s Business Traveler Wants

•  hap://www.forbes.com/sites/ka9ebell/2014/10/20/what-‐todays-‐business-‐traveler-‐wants-‐ten-‐findings-‐from-‐virgin-‐atlan9c/ –  Interna9onal Business Times: A Modern Traveler’s Five Demands

•  hap://www.ib9mes.co.uk/business-‐travel-‐modern-‐execu9ve-‐travellers-‐five-‐demands-‐1464544 –  US Department of Transporta9on

•  hap://www.rita.dot.gov/bts/sites/rita.dot.gov.bts/files/publica9ons/america_on_the_go/us_holiday_travel/html/en9re.html –  Adage.com: Virgin America

•  hap://adage.com/ar9cle/special-‐report-‐americas-‐hoaest-‐brands-‐2009/virgin-‐america-‐america-‐s-‐hoaest-‐brands-‐case-‐study/140490/

–  Ampush •  hap://www.ampush.com/blog/4-‐reasons-‐why-‐na9ve-‐ads-‐are-‐the-‐best-‐way-‐to-‐reach-‐mobile-‐customers/

–  USA Today, Bud Lights Turns Tiny Ski Town into Whatever, USA •  hap://www.usatoday.com/story/money/business/2014/09/05/bud-‐light-‐turns-‐9ny-‐ski-‐town-‐into-‐whatever-‐usa

–  Sta9sta, Sta9s9cs and Facts on Hotel Industry •  hap://www.sta9sta.com/topics/1102/hotels/

•  IHG Case Study –  hap://www.ihgplc.com/files/presenta9ons/071204/crowneplaza.pdf

•  TedX Events –  haps://www.ted.com/about/conferences –  The Most TED Popular Talks of All

•  haps://www.ted.com/playlists/171/the_most_popular_talks_of_all

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UGA Marketeers - 2015 Terry Digital Marketing Competition

Marketing

visual content

understanding crowne

retention drive consideration

brand photos

web contribution kickoff

direct web contribution

brand ambition

web contribution40