1. “ A luxurious spring break trip awaits you”
Melanie Kohn
New Media Drivers License
2. Marriott Hotels & Resorts History
•Started with two motels in the
1950’s, after the opening of the
second motel; Marriott was
released as a brand name
•Been on the Forbes Best
Companies to Work for list
•Was voted the 4th best company
to work for
•Currently 502 Marriott hotels
and resorts
3. Marriott Hotels “Big Idea”
A campaign to attract college students for spring
break
Will be be accomplished through social media sites
Goal: increase number of costumers and sales
4. Target Audience: College Students
Students have Spring Break
each year
Marriott has new room
designs
Amenities for college students
5. Instagram Contest Guidelines
Marriott Hotels & Resorts
instagram contest:
like the instagram picture
follow the user
Post picture with hashtags
Win ten percent off spring
break trip
6. Facebook Contest Guidelines
Marriott Hotels & Resorts
facebook contest page:
For college students going
on a spring break trip only:
Like Marriott Facebook page
Post a picture on site
Best Picture wins 5 days free
7. How to Measure Success of Campaign
Monitoring via Google Analytics:
INSTAGRAM
How many followers
The number of “likes”
FACEBOOK
How many likes
Number of comments
Amount of contest entries
8. Timeline for Contest
Contest only be offered for two month period
Facebook: contest begins January 1, 2012-March 1,
2012
Instagram: contest begins January 1, 2012-March
1,2012
9. Budget Proposal
Need to hire a digital marketing agency
Agency will meet with the Marriott’s PR team and work to
create campaign
Meetings held twice a week for two months
Budget: $500,000.00
Facebook: $300,00.00
Instagram: $200,000.00
10. In Conclusion…
The campaign will:
Increase sales
Attract a younger crowd
Show off the amenities at the hotel
Prove the hotel is effective with sales
Ultimately, promote the hotel in a positive light