Marriott Hotels is launching a social media campaign on Instagram and Facebook to attract college students for spring break. The campaign will offer contests with prizes like 10% off trips and 5 free days to increase sales. It will run from January to March 2012 with a $500,000 budget split between the two platforms. The goal is to engage students and promote Marriott's new amenities. Success will be measured by follower, like, comment, and entry metrics.

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