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International, Inc.
Digital Strategy
  By: Margaret Ortlieb
About
• 20 brands
• locations around the world
• more than 3,800 properties
  across 74 countries
• budget to high class hotels
Goal
• To create a digital strategy to increase
  enrollment and use of Marriott’s rewards
  program.
Target Audience
• middle to upper-class
• ages 21+
• people who travel for
  leisure or business
• singles, couples, families
Key Performance
               Indicators

• number of people who signed up for
  Marriott Rewards after digital campaign
  was launched
• number of Facebook likes, clicks on
  Google AdWords Ads, Pinterest contest
  participation, etc.
Big Idea
• Get as many people signed up for Marriott
  Rewards as possible.
• Marriott Rewards increases customer
  loyalty.
• increased customer loyalty = increased
  profits
Tools and Tactics
• Marriott Rewards Facebook page
• Google AdWords
• Pinterest
Mobile Strategy
• Marriott Rewards app
 • members can check their reward balance,
    book rooms and get information specifically
    targeted toward them
Budget
• $1,000/day total
 • strategy, planning, building,
    implementation and management
  • $100/day Google AdWords
  • Facebook and Pinterest are free to use

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Marriott International, Inc. Digital Strategy

  • 2. About • 20 brands • locations around the world • more than 3,800 properties across 74 countries • budget to high class hotels
  • 3.
  • 4. Goal • To create a digital strategy to increase enrollment and use of Marriott’s rewards program.
  • 5. Target Audience • middle to upper-class • ages 21+ • people who travel for leisure or business • singles, couples, families
  • 6. Key Performance Indicators • number of people who signed up for Marriott Rewards after digital campaign was launched • number of Facebook likes, clicks on Google AdWords Ads, Pinterest contest participation, etc.
  • 7. Big Idea • Get as many people signed up for Marriott Rewards as possible. • Marriott Rewards increases customer loyalty. • increased customer loyalty = increased profits
  • 8. Tools and Tactics • Marriott Rewards Facebook page • Google AdWords • Pinterest
  • 9. Mobile Strategy • Marriott Rewards app • members can check their reward balance, book rooms and get information specifically targeted toward them
  • 10. Budget • $1,000/day total • strategy, planning, building, implementation and management • $100/day Google AdWords • Facebook and Pinterest are free to use