This project is a part of the marketing content planning campaign. It will drive to an editorial calendar publication.

1. Revenue Recovery Campaign
During COVID
Principles of Digital Marketing
Andry Morales Montes de Oca
Marriott International, Renaissance Hotels.

2. Desired
Outcomes
Target
Market
Tactics
Utilized
Campaign
Name
During this campaign, the company wants to earn
350,000 retweets, 600,000 likes and share on YouTube,
and more than 1million social media engagement.
The early 20s to 40s who need to travel internally for
business purposes. They make $120,000+ per year and live
in urban areas such as Seattle, San Francisco, Philadelphia,
and New York.
With this campaign, the company will use owned and earned
media. By placing supporting messages to small businesses
young businesspeople will engage with. This will push to those
who are in the research and comparison’s customer lifecycle
and earn bookings.
US| Young Upper Class on Business Trips
Photo Credit: https://unsplash.com

3. Owned
Explanation
#SmallFriend|Our Community
For the small businesses that support our
Renaissance, let’s be there for them.
Businesspeople will associate with brands that hold
a great reputaMon and resonate the most. This
message appeal to those bigger that take care of
liNle ones. The message is “don’t do it for us, do it
for others”.
Photo Credit: https://
unsplash.com

4. Owned
Explanation
US|Young Business People|Increase engagement
The video will show some of the small businesses
and characters around the hospitalities services
that held the big business. It also will go through
their activities from before sunrise to after sunset
while they are practicing many pandemic-related
actions.
According to Statista (2020), 62% of us visit YouTube
platform on daily basis and 65% are visual learners.
When people see human faces they engage stronger
and tend to kindness more often. This is a great
source to make them think about how to support and
help out there.
Photo Credit: https://renaissance-hotels.marriott.com

5. Earned
Their AudienceAssets to Provide to Blog
Blog Cover Image or Thumbnail
Blog Link
Academic Explanation
Appearance
Marriott International News Center
• Title: Join US at Renaissance to support small
businesses around.
• Summary: It is an article about how small
businesses connected to the industry are
struggling during the pandemic and hardly will
survive.
This content is motivational and directed to those
who feel thankful to live and wants to support others.
The massage should be constantly redirecting
attention over the good of helping others at risk and
create the sensation of urgency to do something
about before it is too late.
People that have the need to travel
for business and want to keep up
with the industry. They also
desired to make the most of the
trip by exploring entertainment,
architecture, gastronomy, etc.
https://news.marriott.com/brands/renaissance-
hotels/
Photo Credit: https://renaissance-
hotels.marriott.com

6. Desired
Outcomes
Target
Market
Tactics
Utilized
Campaign
Name
The goal of this campaign is to increase to eight touch-
points on our target by informing about the industry. The
purpose is to convince them to use the company
services over any competence.
Wealthy and high educated Senior Executives between
45 and 64 years old that resides in the US and gradually
are getting back to business meetings.
By showing all the requirements for safeness in the
company’s installations and services, it would convince
the target that the Renaissance hotel offers a safe
environment for business meetings and stay during trips.
US| Senior Executives| Returning to Business Meetings.
Photo Credit: https://unsplash.com

7. Paid
Paid Method Details Example Image
Academic Explanation
Other Paid Method
Display on WSJ website
By placing ads on the WSJ, the company will reach Senior
ExecuMves’ interest in News. They usually rely on this media
to be informed as much as Forbes magazine and other
business blogs.
It is a display of the top on the Wall Street Journal
website. The ad will appeal to the company campaign to
restore guest confidence in the hospitalities services and
provide a direct link to a booking page.

8. Paid
Target Market
Ad Example
Display, Video, or Mobile?
Academic Explanation
Advertisement
ESPN
During the video, people can watch many
staff members taking good care of several
areas within the hotel. While they are
disinfecting and cleaning. As the background
is the word of Arne Sorenson President and
CEO, Marriott International reinforcing the
message. He explains how to ensure the
personal and guests' safe based on the
actions. The goal is to convince that it is
possible to do stuff, yet if everyone is doing
their job.
It is targeting to Seniors
Executives subsection that
likes to watch sport events
Video
Video Credit: https://
news.marriott.com/news/
2020/05/06/an-update-from-
our-ceo-marriotts-
commitment-to-cleanliness

9. Paid
Paid Method Details Example Image
Academic Explanation
Other Paid Method
Chief Executive Magazine
The company can proclaim as an official co-hosted of Chief
Executive meetings. It will bring to the target recognition and
make clear their role in the business industry. Therefore,
they will engage and bringing attention back.
It is a magazine designed for CEOs related to a very
particular job and the type of discussions that they have.
This covers several topics of the highest business level. The
magazine selects the CEO of the year with is an attractive
subject to many in the industry. With only 3 to 4 issues per
year, it reaches most of the high-level Senior Executives and
Chief Executives.

10. Desired
Outcomes
Target
Market
Tactics
Utilized
Campaign
Name
With this campaign, the company is planning to reach 1
million downloads on Spotify, 300,000 engagements and
retweets, and 40,000 sign-ups on the web in a few months.
US wealthy women who earn $120,000 + yearly. In the range
of 20s to early 30s with interest in a private wedding. They
also want somebody to take care of the wedding planning.
The team will work on social media and SEO. The objective is to
increase social media traffic to the company website and earn
sign-ups. It will use a lot of appealing to wedding events and a
message ensuring to arrange every detail for that moment in a
safe environment.
US| Wealthy Brides| Sing- Up
Photo Credit: https://unsplash.com

11. Owned
Explanation
Brides|YouTube|Big Day
The video will show multiples choices where
the wedding can take place but, this time
keeping social distance. Women will use white
well-designed masks and men black ones. It
shut down with the Marriott staff taking care
around and keeping safety lines as well.
A video not only will show the chance to hold events,
but it also will show how it is possible. More people are
doing it so they can too. A fancy mask would look like
any other trousseau’s item. Our message will target
extravagant personalities by the phrase: How many can
say “I got marry during a pandemic”; isn’t it cool?.
Photo Credit: https://unsplash.com
Photo Credit: https://
www.pinterest.com/pin/
78320481009347110/

12. Paid
Target Market
Ad Example
Display, Video, or Mobile?
Academic Explanation
Advertisement
Spotify
By placing ads in this media, it will reach a
broad audience of wealthy young
professionals and businesswomen who
stream on SpoMfy. Future brides that are
researching and comparing mulMples
chooses. The ad will appeal to pathos with
the purpose to convince the target to relax
and enjoy while the staff will arrange every
detail for the "big day".
This ad scoped to the
campaign's entire target.
Ad sound

13. Paid
Paid Method Details Example Image
Academic Explanation
Other Paid Method
SEO Google
The goal is to place a specific ad on the first page of google
for wealthy young women searching for fancy wedding
events. Then conduct this traffic to the website page where
they can engage more. The final goal is to earn sing- ups and
continue advertising until purchase.
It is an ad created on AdWords for Google. The goal is to get more
website sign-ups to build a closer relationship. When they click the
ad from their desktops, people will access to the wedding page on
the hotel website. The company wants to include headlines such
as “assisting you with your wedding” and “social distance and
safeness”. It also should provide a phone number and trained
customer service to contact for further questions.
Photo Credit: https://www.marriott.com/
meeting-event-hotels/weddings.mi