This document provides information about a luxury catered ski chalet located in the French Alps in the Paradiski ski region. The chalet consists of 3 apartments that can accommodate groups of 4-28 people. In the winter, the main activities in the area are skiing and snow sports, while in the summer it attracts mountain bikers and hikers. The document discusses developing a digital marketing strategy to build relationships with target audiences and drive bookings, including maintaining social media accounts and optimizing a responsive website.

1. Sara Adams
Caroline Fischer
Asaf Reiss
Eirini Vlaikidou
Digital Marketing Short Course - Summer 2014

3.  A fully catered chalet situated in the French Alps.
 3 apartments which can be rented individually or together to
accommodate group sizes from 4 – 28.
 The apartments are high spec and contemporary in style. Every
bedroom has en-suite facilities.
 The USP is the combination of flexibility and high spec, catered
accommodation.
 The Paradiski region, covering Les Arcs and Le Plagne, is one of
the largest in Europe.
 In the summer the region attracts mountain bikers and walkers.
 Service is going to be key – from the first touch point our clients
need to feel well looked after so they come back year after year…..

4.  Male or female 25-55
 Mum, dad, nephew, friend, dad’s friend, son, colleague,
aunt, sister
 Families and groups
 Skier
 Sporty
 Adventurous/outdoor
 EU wide (or even global)
For a 20-something year old, this is the only time they will
agree to go on a family holiday!

7.  To build and maintain relationships with target audience
 Facebook and Twitter predominantly
 Upload to Facebook
 videos (ski jumps/ trips / falls / animals on snow etc.)
 snow conditions
 weather reports
 Events (races, music etc.)
 Local information e.g. ski shop sale
 Encourage clients to add their photos/videos to the gallery
 #groupski #catered chalet
 Send tweets re snowfall, when the first lifts open etc.
 Identify organisations who share your audience and follow them
 Ensure you have shareable, original, valuable content

10.  Keyword reach domain – www.skichaletdesamis.com
 Image Titles – e.g. SkiChaletLesArcsHomepage.jpg
 Responsive Design – Especially Mobiles
 Internal Links
 External Links –
 Submission with search engines – Google, Bing, Yahoo
 Useful information – Winter Holidays – Summer Holidays@Homepage
 Metadata Optimization – Use of Google Analytics

11.  Title tag
Luxury Catered Ski Chalet in Les Arcs Peisey Nancroix in Paradiski, France
 Meta description tag
Luxury catered ski chalet in Les Arcs Peisey Nancroix, in Paradiski. Based in
France, Ski Chalet des Amis offers catered ski chalet holidays for your luxury ski
holiday in the French Alps covering La Plagne and Les Arcs area.
 Meta keyword tag
Catered ski chalet holidays Les Arcs France, Les Arcs luxury ski chalet Paradiski,
Flexible ski chalet holidays Paradiski France, Family ski holidays Les Arcs France,
Peisey Nancroix catered ski chalet

12.  W i n te r Ho l i d ay s
S k i R e n t a l - L e s s o n s
S k i P a s s e s
R e s o r t I n t e r a c t i v e M a p s
We b C a m s
We a t h e r Fo r e c a s t
S n o w f a l l S t a t i s t i c s
A p r è s S k i a c t i v i t i e s
W i n t e r Ev e n t s
 S u m m e r Ho l i d ay s
B i k e R e n t a l s
B i k e P a r k M a p
Va n o i s e N a t i o n a l P a r k
Wa l k i n g
R a f t i n g
C a n o e / K a y a k
E x t r e m e S p o r t s
S u m m e r Ev e n t s

13.  Responsive design and mobile friendly website
 Who are we targeting? Who is making the booking?
 App – to arrange drop offs and pick ups
 Once at the site we want them to stay
 Early booking discounts
 Special offers for families with small children

14. JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
SKI SEASON SKI SEASON SKI SEASON CYCLING CYCLING CYCLING CYCLING SKI SEASON
Website updates
WINTER WINTER SPRING SPRING SUMMER SUMMER SUMMER AUTUMN AUTUMN WINTER WINTER WINTER
Emails/newsletter
SEASON UPDATESUMMER EVENTS NEW SEASON BOOKING REMINDER
Twitter
SNOW/EVENTS WEATHER PHOTOS PHOTOS EVENTS SNOW/EVENTS
Facebook
PHOTOS REMINDER PHOTOS REMINDER PHOTOS

15.  Goggle analytics
 What is working and what isn’t?
 Be active and change when necessary
 Review
 Most visited pages
 Where the traffic is coming from
 How long they stay on each section of the site
 Drop off rates
 Which device they are using most often

16. Strengths
Flexibility
Price
High spec
Weaknesses
Distance from slope – will need a
shuttle
Reliant on staff
Managing from UK
532 max (winter)
Opportunities
EU market
4th largest ski area
Threats
Difficult to expand
P dependant on competitors