4. Marketing Communication
Objectives
• increase the number of online reservation by 20
percent through agoda, traveloka and airbnb
• increase traffic of existing website
• build and sustain engagement online through social
media
• enhance the larger market, especially European
countries and other untapped market
• enhance the positive image
8. SWOT Analysis
• The generation
• High
competition with
similar concept
• To expand and grab
the foreign
customer
• Increase the
awareness about
important of health
issues in Indonesia
• Export coffee
• Low exposure
• The resort target
market only for
the middle to
high income
• Strategic location
• Nature
environment
• Facility & activity
• Offers healthy
organic food /
concern about
health
Strength Weakness
ThreatOpportunity
9. • DEMOGRAPHICS
• Gender : Men and women
• Age :
• Young adult ( 18-35 years old )
• Middle age adults ( 36-55
years old )
• Senior citizens ( above 60 years
old )
• Income
• Middle income
• High income
• PSYCHOGRAPHICS
• Thinkers
• Achievers
• Experiencers
• Believers
• Strivers
GENERATIONS
• Generations X (1965 –
1977)
• Younger boomers (1954-
1964)
• Older Boomers (1952-
1953)
• Seniors ( up to 1951 )
10. • Male/female
• + 25 Years old
Couple tourist
Health conscious
• Traveler/
Adventurer
SES B+ and SES
A
12. • Plantaran Borobudur Hotel & Resort ( 5 stars)
- that equipped with world-class eco-friendly tourism facilities.
- located on the hills of Tanjungan Village, Magelang
• Atria Hotel ( 4 stars )
- Located in Magelang, Central of java
- specially designed for business travellers and conference
representatives,
• Puri Asri Hotel ( 4 stars )
- Located in the Centre of Magelang, Central Java
- surrounded with mountains and overlooking to river and
greenery rice fields with cool mountain breeze.
18. SWOT Metrics
S-O strategies
Promoting historical, cultural and natural tourism
around Magelang
Conducting traditional music and traditional
dancing shows
Collaborating with “Komunitas Organik
Indonesia” (KOI)
Collaborating with ”Jakarta Cycling Club” (JCC)
Making coffee store That sold various of coffee
products from Mesastila to the customers who
stayed in Mesastila
W-O strategies
Focusing on more effective and attractive
advertising
Generating buzz-marketing through social
media by using attractive trending topic
Creating eco-traveller enthusiasm community
as sponsored consumers
S-T strategies
Focusing on attractive entertainments for
children and teenagers
Adding more educational activities, for instance
the process of making batik
W-T strategies
Participating in hospitality and hotel trade show
Emphasizing luxury and exclusivity
19. Type of budget
• Payout planning method
• allocates greater amount for the advertising for introduce
the product or service that will be offer.
• Why ???
Build brand awareness
Introduce Mesastila to international market
21. Tactics and tools of
traditional media
advertising
• Trade show
• directly attract with the target market
• introduce and build the brand awareness to
Indonesian and foreign target market
• Proposal printing
• build partnership with travel agent by giving discount
or commission
• Magazine
• promote to foreign target market
• Exclusive coffee workshop
give participants experience how the environment in
Mesastila
24. Tactics and tools of social media
advertising
• YouTube
• The advertising will be shown before the user want to watch
the video
• Facebook
make the fan page and shared the upcoming event
• Instagram
upload the photo about the scenery in Mesastila
• Website
• shared more information towards the service, facility,
agenda, promotion and reservation of the hotel room
• Artist endorsement
• The artist can shared their experience when they stayed in
Mesastila hotel and resort
• QR codes
• The QR codes is used to direct the customer to the website
or link that show further information about Mesastila hotel and
resort . By scanning the QR codes
29. • The target visitors: 117
visitors
• about 70% of visitors are
attracted to visit
Mesastila from digital
advertising
• about 30% attracted
from traditional
advertising
• Using website cost the
lowest cost of acquisition
• measure the feedback
based on the reach or
the number of fans,
friends or followers
• posting more attractive
pictures and promotions
about Mesastila.
• a review competition for
the visitors who sharing
unique experience
• helps to create word-of-
mouth and also engage
the relationship with the
customers.