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Hyatt Media Plan
- 1. Discover the World of DISCOVER THE WORLD OF DISCOVER THE WORLD OF
- 2. AGENDA Client Brief Target Audience Challenges Strategy Partners 1 Partners 2 Partners 3 Programmatic Brand Safety Dynamic Creative Next Steps (Measurement Plan)
- 3. CLIENT BRIEF Budget 2 million Discover the world of HYATT’s membership program Goal: Raise Awareness about membership program. KPI Raise Awareness by 25% (Track this by seeing clicks to membership site) 1 year
- 4. Audience/Target (get creative, define the audience and create the character) • Primary • Secondary TARGET AUDIENCE Mid 20’s- Late 30’s All Genders Frequent Travelers/Sear ch’s for Travel $45,000 – $65,000 Previous Guests
- 5. Challenges (don’t forget you’re trying to show the client you believe in their brand and SELL through this plan and your trust) • Include one brand challenge • Include one media challenge CHALLENGES Other Rewards Programs HYATT Hotels Vs. Airbnb
- 6. Strategy • Consider funnels • Consider formats • Consider challenges • Consider budgets • Consider timing STRATEGY AWARENESS PROSPECTING RE-TARGETING
- 7. Media Partners (3 min, don’t just do what’s asked of you) • You must have 1 partner/publisher/Tech solution from the class: • 1 Professor presented throughout the qtr • 1 from your classmates presentation • 1 additional of your choice • Consider funnels • Consider formats • Consider challenges • Consider budgets • Consider timing You can format this slide into any # of slides or however you’d like to sell it to the client. You have some freedom here PARTNER S
- 10. PROGRAMMATIC
- 11. DYNAMIC CREATIVE
- 12. NEXT STEPS
Editor's Notes
- This process will take one year aiming to begin in pre spring/summer time to encourage travel and end at the same time next year Those who have stayed at hyat
- Frequent Travelers range between 24-36 years old who tend to travel about 30-35 days a year. We want to target this age group to sign-up for our membership so they can earn rewards points which they can earn by stayin/spending at any hyatt location Frequent travelers means more points for them!
- Credit Card Traveling Rewards Marriot Rewards Program Hilton Honors Rewards The audience we are targeting is attracted to accommodations such as Airbnb, due to their desirable media coverage Defies our home away from home campaign since Airbnb a literal home away from home
- Awareness – Broad Targeting using Sharethrough Native Prospecting – Specifically targeting those who match our target audience Re-Targeting people who may have visited the membership sign-up but never signed up/members who are signed-up to come use their points as well as previous guests to sign-up Gu
- Sharethrough will provide the best native solution in order to spread awareness about our Discover the World of HYATT membership program.
- “Verizon is our one stop shop to gaining the most information about our target audience so we can specifically target them. We are the ultimate one-stop shop for all your media needs. Use data to reach your audience through our solid network of connected channels to deliver brand-safe, easy-to-buy solutions that give you ease and peace of mind”
- Reasons to use gum gum: While you scroll up and down the page, the ad follows – it doesn’t disappear. This increases the ad’s viewability so they typically have higher engagement and brand recall.
- These are some images we or creatives we might use to attract our target audience to click on our sign-up page. We want to influence the factor or earning rewards for taking “exotic one of kind” vacations with HYATT! Some Captions: ”Welcome to your New World” Discover the World Earn Rewards Exotic Vacations one rewards point at a time A membership for the milestones Take a break, discover HYATT
- MEASURMENT PLAN: Measure the amount of people who have visited our membership site before we initiate media plan vs. after we initiate and target our audience. NEXT STEPS: Getting Influencers to stay at our hotels and use social media to talk about how they love earning rewards and being able to use them towards free rooms and more! Twitter/Instagram Hashtag: #DiscvovertheworldofHYATT