UGA Marketeers - 2015 Terry Digital Marketing Competition

Team Teresa: UGA Marketeers
Christy Waldrop, Grace Hulett,
Erin Miller, Lindsey Wesloski

Team
Teresa:
UGA
Marketeers

Christy
Waldrop

Suwanee,
GA

Lindsey
Wesloski

Roswell,
GA

Grace
Hulett

Cincinatti,
OH

Erin
Miller

Dacula,
GA

2

Agenda
3

Understanding
Crowne Plaza
Understanding
the consumer
Understanding
the challenge
Execution

Not a
demographic,
a mindset
13

Even when they’re
off, they’re on
14

Holidays 2014:
Flights Delayed – 125,630
Flights Cancelled – 6,650
18

0

20

40

60

80

100

120

BrandAwareness
23

0

10

20

30

40

50

60

70

80

90

OverallExperience
24

Be On. Work On. Power On.
#TimeTo
25

To distinguish Crowne Plaza in the upscale
business segment with an innovative digital
marketing campaign

The Challenge
#TimeTo
26

Amplification
& Revenue
Generation
Content/
Creation
Curation
Kickoff
Event
30

#TimeTo

Kickoff
Event
Content
Creation/
Curation
Amplification
& Revenue
Generation
Enhance
Retention
Drive
Consideration
Drive Direct
Booking
31

#TimeTo

1.  Enhance Retention
2. Drive Consideration 3. Increase Web Contribution
Kickoff
Event
32

#TimeTo

Ted-like
Experience
33

#TimeTo

Virgin America In-Flight Wifi
34

#TimeTo

Bud Light #UpForWhatever
35

#TimeTo

“There are two groups of people. One group
wants to invest their day. The second group
would prefer to watch TED Online. However,
both groups want to invest in themsevles.”
- Jacqui Chew
36

#TimeTo

Reinforcing reason to believe among current stayers.
37

#TimeTo

How to make
work/life balance
work:
On Message
38

#TimeTo

Content
Creation &
Curation

2. Drive Consideration
1. Enhance Retention 3. Increase Web Contribution40

#TimeTo

2.
Drive
Consideration

1.
Enhance
Retention

3.
Increase
Web
Contribution

Content
Hub

Content
Hub
41

#TimeTo

•  Interactive content hub
•  Transforms consumer generated visual
content into powerful brand assets
•  Hashtags and handles
•  63% of US consumers trust customer photos
more than brand photos
42

#TimeTo

Amplification
& Revenue
Generation
3. Increase Web Contribution
1. Enhance retention 2. Drive Consideration
44

#TimeTo

Word of Mouth Marketing
Association identifies that
people are influenced 6-7
times more by people than
a brand
46

#TimeTo

Articles and
Crowne
Plaza
Branded
Content
User
generated
Crowne Plaza
photos
Content site
specific
User Reviews
#TimeTo
Mentions
Treadmill
interactions
Articles and
Crowne Plaza
Branded
Content
Crowne
Plaza TED
content
48

#TimeTo

Success metrics
5:1 ROI
Increase
direct web
contribution
from OTA’s
Bring Always
On and brand
ambition to
life
49

#TimeTo

$1,000,000

50

#TimeTo

$1,000,000
$5,000,000

Avg.
Cost
Per
Room
=
$150

7.1%

Content

Hub

470,000

33,333

52

#TimeTo

Be On. Work On. Power On.
#TimeTo
53

#TimeTo go to
San Francisco
54

Industry
Overview

•  Revenue
of
US
hotel
industry

– $163
billion

•  Average
daily
rate
of
hotels
in
US

– $121.37

•  Intercontinental
Hotel
Group
was
hotel

contributing
most
to
this
Wigure

– Generated
$21.6
billion
US
dollars

Source:
Sta9sta,
Sta9s9cs
and
Facts
on
the
Hotel
Industry
56

Implications
of
Digital

•  Building
a
digital
travel
business

– 27%
of
US
online
hotel
travelers
agree
that

they
are
likely
to
complain
via
social
media

after
an
unsatisfactory
experience

– Only
9%
post
travel
reviews

– 98%
of
marketers
plan
to
increase
or
maintain

marketing
spending

Source:
Forrester
Report:
Building
a
Digital
Travel
Business

57

Industry
Trends

•  Three
major
trends:

–  1.
The
Real
Thing:
Authenticity

•  Hotels
have
the
opportunity
to
capture
what
is
unique

about
their
property
and
share
it
in
an
authentic
way

–  2.
Prove
It:
Transparency

•  Hotels
would
do
well
to
reveal
more
about
their
rooms,

services,
and
location
to
appeal
to
customers
who
gather

their
research
online

–  3.
Suite
Life:
Synergy

•  Consumers
are
demanding
better
synergy
between
their

electronics
and
the
brands/products
and
services
they

use.

•  Always
On
enhancements
address
concern
of
Synergy

Source:
Mintel
Reports,
Hotels,
US
October
2014
58

Brand
Awareness

Crowne
Plaza
ranks
3rd
in
overall
rating
of
excellent/very
good
experience

among
their
top
6
competitors.
When
guests
come
to
stay,
they
are
pleased
with
their

service
and
the
experience
and
demonstrates
that
Crowne
Plaza
is
fulWilling
their

brand
promise
for
their
guests.

Source:
IHG
Case
Study
59

Brand
Awareness

However,
Crowne
Plaza
ranks
6th
in
total
brand
awareness.
There
is
a
signiWicant

opportunity
for
Crowne
Plaza
to
raise
brand
awareness,
therefore
raising

consideration,
and
ultimately
drive
revenue.

Source:
IHG
Case
Study
60

Always
On
Enhancement

•  Be
On

–  Complimentary
wiWi

–  One-‐time
Internet
sign
on

–  Enhanced
in-‐room
charging

•  Work
On

–  Energy
essential
wellness
stations

–  Healthy
snacks
and
beverages

–  Local
running
maps

•  Power
On

–  Enhanced
24/7
business
center

–  Secure
wireless
printing

61

Booking
Travel

•  US
Travel
Market

–  $307
billion
market
(2013)

–  Online
bookings:
$157
million

•  Travel
market
in
US
is
a
growing,
but
mature
market

–  Online
booking
has
become
norm,
still
room
for
travel

agent
–
mainly
those
that
cater
to
luxury,
corporate,

niche,
or
special
interest
travel

•  OTA’s
need
to
differentiate
their
services
from

competition
and
provide
value

–  Curate
content
and
display
only
recommended

deals
or
adding
additional
search
functionality

Source:
Mintel,
Travel
Booking,
August
US
2014
62

Travel
Stress
Index
Video

Of
7,300
business
travelers
surveyed,
the
4
biggest
stressors
found
when
traveling

are:
lost
or
delayed
baggage,
poor
or
no
Internet
connection,
Wlying
economy
on
a

long
haul,
and
delays.
38%
is
the
average
travel
stress
index
of
these
business

travelers.
The
average
lost
time
on
a
business
trip
is
6.9
hours
per
person,
which
is

the
equivalent
of
$662
to
a
business.

Source:
CWT’s
Solu9on
Group
63

Video
Implications

•  Crowne
Plaza
acknowledges
that
traveling

can
be
stressful
and
cannot
control
the

external
circumstances
that
impact
you.

– Can’t
Control:
The
time
lost
during
travel
and

stressful
situations

– Can
Control:
The
value
of
your
time
by

providing
Always
On
enhancements
to
improve

the
experience
of
the
hotel
stay
and
save

travelers
time
to
do
the
things
they
want
to
do.

64

Source:
Forrester
Report,
Develop
Your
Digital
Customer

This
chart
was
a
cri9cal
resource
used
to
develop
our
ini9al
approach

forming
our
strategy.

65

#TimeTo
-‐
Suppor9ng

Research

66

Through
primary
and
secondary
research,
we’ve
found
the
Modern
Business

Traveler
to
have
a
few
key
desires
and
characteristics.
The
two
biggest
we
found
were

that
“they
are
not
a
demographic,
they
are
a
mindset”
and
“even
when
they’re
off,

they’re
on.”
These
insights
have
led
us
to
understand
the
importance
of
each

individual’s
needs
and
wants.

Source:
Interna9onal
Business
Times,

Business
Travel:

A
Modern
Execu9ve
Traveller’s
Five
Demands

Published:
September
8,
2014

67

Modern
Business
Traveler

•  Demands
of
the
Modern
Business
Traveler

–  Flexibility
to
change
and
availability
to
make
bookings
on
the
go

–  Unique
accommodation
experiences

–  Technology
that
actually
works

•  Characteristics
of
the
Modern
Business
Traveler

–  “Even
when
they’re
off,
they’re
on”

•  They
value
time
well
spent:
whether
for
stimulation
or
rejuvenation,
they
make

every
moment
count
–
14%
grab
a
drink
from
the
bar,
13%
relax
with
a
book,

11%
catch
up
on
sleep,
3%
focus
solely
on
work.

–  “Not
a
demographic,
a
mindset”

–  Socialize
the
experience

•  Today’s
“new
world
of
work”
travelers
want
to
be
able
to
connect
with
others

while
on
the
go,
providing
the
tools
to
allow
them
to
do
so
can
go
a
long
way
in

boosting
satisfaction
Source:
Forbes

Ar9cle:
What
Today’s
Business
Traveler
Wants

Published:
October
20,2014
68

Interviews

•  Sample
Questions:

–  What
are
your
top
three
priorities
when
traveling
for
business?

–  When
traveling
to
a
new
city
for
business,
do
you
like
to
explore
the

surrounding
or
stay
in
the
hotel
primarily?

–  What
is
the
biggest
inconvenience
you
have
faced
during
a
business
trip

hotel
stay?

–  How
do
you
stay
connected
when
staying
at
a
hotel
for
business?
How/
when/why
do
you
disconnect
during
your
stay?

–  How
do
you
engage
digitally
and
with
what
frequency?
(platforms)

–  What
is
the
best
hotel
experience
you
have
had
while
traveling
for
business?

–  How
often
do
you
travel
for
business?

–  Do
you
book
your
own
stay?
If
yes,
what
three
hotels
or
hotel
groups
are
in

your
consideration
set
and
why?

–  Outside
of
price
and
convenience,
what
other
factors
do
you
consider
when

choosing
a
hotel?

–  What
is
your
perception
of
Crowne
Plaza
hotel?

–  Are
you
a
part
of
any
loyalty
program?

–  Have
you
heard
about
Always
On
enhancements?

69

Consumer
Insight

•  Field
Research

– Interviews
conducted
at
Crowne
Plaza
and

competitors

•  Social
Listening
via
Twitter

•  Follow-‐Up
Research

– One
question
interview
with
target
audience

(video)

– Facebook
posts

70

Interviews

•  Method:
Christy
Waldrop
and
Grace
Hulett
informally

conducted
15
Wield
interviews
in
the
lobby
of
Crowne

Plaza
Perimeter
and
two
competitors.
Approached

guests
who
appeared
to
fall
in
target
demographic
of

age
30-‐45
and
were
traveling
for
business.
After

asking
permission
to
ask
a
few
questions,
we

conducted
open-‐ended
“interviews”
and
recorded

Windings

• 
Where/Who:

–  Crowne
Plaza
at
Perimeter
-‐
6
interviewees

–  Hilton
Garden
Inn
Perimeter
Center
–
4
interviewees

–  Marriott
Perimeter
Center
–
5
interviewees

71

Interviews

•  Insights
at
Competitor
Hotels

–  Loyalty
members
much
happier
and
seemed
to
feel
at

home

–  Higher
energy
and
younger
crowd
in
lobbies

–  Complaints
about
paying
for
Wi-‐Fi

–  Fast
and
easy
check
in
and
out

–  Receptive
staff
and
responsive
to
guests
needs
quickly

–  Hotel
bar
modern
and
hip,
can
grab
a
quick
drink

–  Priorities:
hotel
restaurant,
priority
membership
and

loyalty
offerings,
quicker
food
options
in
morning,

proximity
to
meetings,
updated
meeting
room

equipment

72

Henry
Wesloski

•  Henry
Wesloski
represents
an
IHG

Rewards
loyalty
member.
He
consistently

stays
at
IHG’s
hotels,
however,
he
is

unaware
of
the
beneWits
Crowne
Plaza

provides
to
the
business
traveler.
He
is

representative
of
the
audience
that
does
not

hold
Crowne
Plaza
in
their
top

consideration
set.

-‐
Personal
narrative
told
by
Lindsey
Wesloski

73

Consumer
Insight

•  Time

•  Fast

•  Speed

•  Quick

•  Convenient

•  Go

•  On

•  Connect

•  Meetings

•  Rushed

•  Moving

•  Schedule

•  Conference

•  Call

•  Multitask

•  Top

•  Sleep

Key
words
heard
when
interviewing
target
audience:

74

Interviews

•  Key
Insights

– Want
to
be
in
control

– Fast-‐paced

– Even
when
they
are
off,
they’re
on

– Not
a
demographic,
a
mindset

– Need
service,
speed,
access
at
their
Wingertips

– Time
is
of
the
essence

75

Interviews

•  Second
Round
Interviews
(Follow-‐Up)

– Using
our
insight
of
the
importance
of
time
to

the
modern
business
travelers
we
interviewed.

We
recorded
responses
of
~15
business

travelers
and
asked
one
simple
question:

When
traveling
for
business,
what
do
you
wish

you
had
more
“Time
To”
do?

76

Holidays

•  “The
Thanksgiving/Christmas/New
Year’s
holiday
periods
are

among
the
busiest
long-‐distance
travel
periods
of
the
year.”

–  Thanksgiving:

•  Number
of
long
distance
trips
increases
by
54%

•  Flights
delayed:
36,472
à
20%
(2014)

•  Flights
cancelled:
1,583
à
0.87%
(2014)

–  Christmas:

•  Number
of
long
distance
trips
increases
by
23%

•  Flights
delayed:
89,158
à
27%

•  Flights
cancelled:
5,067
à
1.56%

•  “During
the
holiday
season,
people
report
worrying
most

about
time,
money,
and
the
commercialism
of
the
holidays.

Under
normal
circumstances,
many
feel
there
are
not
enough

hours
in
the
day;
during
the
holidays,
people
feel
pulled
in
even

more
directions.”

Source:
United
States
Department
of
Transporta9on

APA
Holiday
Stress
Press
Release
77

#TimeTo

•  Why?

–  Time
To
________

•  How?

–  The
“Always
On”

enhancements

•  What?

–  Crowne
Plaza
is
the

modern
hub
for
business

Implication:
Time
To
video
created
to
show
the
why’s
of
individual
guests

Source:
Simon
Sinek,
Start
with
Why
TED
talk

78

Implementa9on
–
Suppor9ng

Research

79

Ted-‐like
Experience

•  TED
Talk
Audience

– Group
1:
the
ones
who
show
up
and
want
to

invest
in
themselves,
refresh
themselves,
feed

their
minds
and
are
willing
to
spend
a
day
with

us

– Group
2:
the
ones
who
don’t
want
to
invest
the

day
and
much
prefer
to
watch
TED
online.
This

is
the
audience
you
are
targeting

Source:
Jacqui
Chew,
TEDxPeachtree
Licensee

80

Ted-‐like
Experience

•  Recommendation
from
Jacqui
Chew:

– Presentations
that
are
18
minutes
or
less:
bite-‐
sized
chunks
of
wisdom,
compelling
stories

– Leverage
event
and
presentation
into

something
that
Wits
traveler

– Few
TED
speakers
who
are
popular
for
TED

fans,
e.g.
Ken
Robinson,
Simon
Sinek

– Find
a
speaker
that
embodies
the
brand
values

of
Crowne
Plaza
and
the
target
audience
values

Source:
Jacqui
Chew,
TEDxPeachtree
Licensee

81

TED
Talk
Audience

•  “The
Wirst
people
who
want
to
learn.
The

second
people
who
want
to
change
the

world.
The
third
people
who
want
to
chat,

make
friends,
and
just
make
time.”

–  Connection
to
MBT:
Modern
business
travelers
are

always
on
the
go
–
networking,
trying
to
come
up
with

innovative
solutions
to
business
problems.
TED
Talks

are
focused
on
the
innovative
concepts
and
focusing

these
talks
toward
people
who
make
a
difference.

Source:
www.ted.com
82

TED
Talk
Audience

•  “In
one
sense,
yes
–
we
curate
our
speaker
list

and
our
TED
Talks
lineup
very
carefully.
And

we
‘curate’
our
audience
at
conferences
to

make
sure
we
have
a
balanced,
diverse
group

that
can
support
our
mission
of
bringing
great

ideas
to
the
world
for
free.”

–  Connection
to
MBT:
We
want
to
create
an
event
that
is

speciWically
targeted
for
the
Modern
Business
Traveler

and
how
to
enhance
their
experience
while
traveling.

TED
Talks
are
successful
because
they
create
events

speciWic
to
a
certain
demographic
knowing
they
care

about
these
great
ideas.

Source:
www.ted.com
83

TED
Talk
Audience

•  “We
believe
passionately
in
the
power
of
ideas
to

change
attitudes,
lives,
and
ultimately,
the
world.

On
TED.com
we
are
building
a
house
of
free

knowledge
from
the
world’s
most
inspired
thinkers

–
and
a
community
of
curious
souls
to
engage
with

ideas
and
each
other,
both
online
and
at
TED
and

TEDx
events
around
the
world,
all
year
long.”

–  Connection
to
MBT:
Every
TED
Talk
is
centered

around
making
the
world
a
better
place
–
people
want

to
go
because
they
share
this
common
interest.
Every

Modern
Business
Traveler
knows
that
business
travel

sucks
–
but
these
events
would
be
places
where
they
all

share
the
same
interest
of
making
travel
better,

Source:
www.ted.com
84

Ted-‐like
Experience
Execution

•  Virgin
America:
Free
Round
Trip
WiWi
to
InWluencers

–  Launched
in
2007.
In
2010,
launched
wiWi
by
giving
away
free

round
trip
to
inWluencers
using
Klout
scores.
In
2011,

partnered
with
Google
to
offer
free
Chromebooks
on
airlines.

–  Campaign
geared
towards
leveraging
social
media
to
express

messages.
Did
not
spend
any
money
on
mass
media
–
only

money
spent
on
owned
and
earned
media

–  Virgin
America
has
excellent
customer
service
on
social

media
à
amazing
loyalty,
repeat
purchase,
advocacy,
etc.

–  Why
it
was
effective:

•  Buzzworthy

•  First
airline
to
offer
this
service

•  Showed
they
understood
consumer
needs

Source:
Virgin
America,
An

America’s
Hoaest
Brand
Case

Study

85

Ted-‐like
Experience
Execution

•  Bud
Light:
Whatever,
USA
#UpForWhatever

– Exclusivity
–
invited
1,000
fans
for
a
weekend

of
free
beer,
parties,
and
entertainment
in

Crested
Butte,
Colorado

– Generated
massive
amount
of
buzz
around

Anheuser-‐Busch/Bud
Light

– Could
have
been
any
beer,
Bud
Light
was

just
_irst
to
do
it

Source:
USA
Today,
Bud
Lights
Turns

Tiny
Ski
Town
into
Whatever,
USA

86

Ted-‐like
Experience

The
Psychology
of
Time

Intellectually
Stimulating

How
to
Make
Work/Life

Balance
Work

On
Message

How
Great
Leaders

Inspire
Action

Brand
Awareness

Source:
ted.com,
20

Most
Popular
Talks
of

All
87

Ted-‐like
Experience

•  Search
Process:

–  Looked
for
speakers
that
were
within
a
$50,000
price
range
that

would
resonate
with
the
modern
business
traveler
demographic

–  Searched
keywords:
time,
travel,
business,
schedules

•  Decision:

–  Nigel
Marsh
connected
our
key
insight
of
time
to
the
business

world

–  Reached
out
to
Nigel
and
inquired
a
price
point

88

Ted-‐like
Experience
Attendees

•  Use
email
marketing
to
target
customer
invites

•  IHG
has
user-‐centric
email
targeting

–  Average
50%
open
rate

–  Average
20%
click-‐through
rate

•  Email
marketing
targeting:

–  Existing
guests

–  IHG
Rewards
Members

•  Identify
key
inWluencers:

–  Bloggers

–  New
guests

Source:
Forrester
Report,
IHG

Consolidates
Email
and
Data

Management

89

Ted-‐like
Experience
Logistics

•  Locations
Considered

–  Perimeter
Crowne
Plaza:
1,500
cap.

–  JFK
Airport
Crowne
Plaza:
153
cap.

–  Atlanta
Crowne
Plaza:
450
cap.

•  Event
Budget

–  Venue

–  Speaker
+
program

–  Branding
+
promotion
(vendors)

–  Audience
+
experience
(loyalty,
new
guests,
IHG
guests)

–  Video
+
production

–  Post
event
marketing

Source:
crowneplaza.com
90

Olapic

Olapic
helps
Crowne
Plaza
stand
out
and
drive
trafWic
to
IHG.com
for

direct
booking.
In
our
calculations,
we
averaged
the
two
conversion

rates
of
4.6%
and
9.6%
to
reach
our
7.1%
rate.
Using
this
rate,
we

calculated
the
number
of
visitors
to
the
site
that
we
need
to
reach
our

5:1
ROI.

92

Olapic

•  Olapic
is
the
leader
in
visual
marketing
and

specializes
in
turning
consumer
generated

visual
content
into
powerful
brand
assets

–  Collect
user
generated
photos
and
videos
via

hashtags
and
handles,
email
submission,
mobile

phones,
and/or
uploads.

–  Curate
these
photos
in
one
clean,
simple
user

interface
while
selecting
the
best
content

–  Display
the
photos
you
approve
across
any

property
within
custom
widgets

–  Measure
the
success
of
campaigns
by
closing
the

loop
between
user
generated
photos
and
your

speciWic
KPI’s

93

Olapic

•  Olapic
offers:

– Landing
page
optimization

– Content
selection
services

– Direct
booking
options

– Post-‐booking
emails

– Mobile
friendly
platforms

– Back-‐end
analytics

94

Attentive.ly

•  Engagement
marketing
platform
that
creates
a
rapid
response

campaign
and
takes
guesswork
out
of
sending
offers.

–  Take
client
email
list
and
run
a
social
match.
Provide
360
degree

view
on
social
media
and
listen
when
people
talk
about
related

topics
in
order
to
send
content
around
campaign
and
offers
in
real

time
via
tweets,
ads,
and
Facebook.

•  Our
goal
is
to
use
Attentive.ly
to
maximize
Crowne
Plaza’s

current
IHG
Rewards
loyalty
program
and
identify
key

inWluencers
to
increase
word
of
mouth
advertising.

–  Word
of
Mouth
Marketing
Association
identiWies
that
people

inWluenced
6
to
7
times
more
by
people
than
a
brand

•  Chose
them
because
they
will
expand
reach
of
content
and
break

through
the
clutter
online

•  Contact:
Brandon
Russell
<brandon@attentive.ly>

95

Sharethrough

•  Distribute
brand
content
on
nationally
known
publishers
–
USA

Today,
Time,
Forbes,
etc.

–  Native
advertising
can
do
any
form
of
content,
i.e.
vine
videos,

infographics,
YouTube

–  Consumers
look
at
in-‐feed
ads
52%
more
than
banner
ads

•  Help
brands
get
information
to
publishers
that
matches
the
look

and
feel
of
individual
platforms
and
provides
choice
based

advertising

–  Pricing:
$10-‐$15
CPM

•  Chose
them
because
Sharethrough
will
distribute
our
content
to

our
target
audience
through
a
wide
range
of
well-‐known

publishers
to
generate
awareness
around
the
campaign
after
the

initial
buzz
is
created
to
engage
and
maintain
conversation

around
Always
On.

•  Contact:
Patrick
Fitzgerald
<pWitzgerald@sharethrough.com>

96

Considered
Partnerships

•  LoudDoor

–  Create
backend
data
and
lists
based
on
likes
and
interests
of

consumers
on
Facebook.
Allows
you
to
reach
current
guests

on
Facebook
based
on
different
likes/interests
outside
of
IHG

•  Contact:
Rick
Meacham
<rick@louddoor.com>

•  Insight
Pool

–  Personalize
social
messages
with
algorithm
and
target
an

identiWied
market
and
optimizes
execution
on
Twitter

•  Contact:

•  Flip.To

–  Boost
hotel
brand
awareness
and
earn
new
guests
utilizing

current
and
future
guests
as
brand
advocates
on
social
media

•  Contact:
Raul
Vega
<rvega@Wlip.to>

We
didn’t
select
these
partners
because
we
decided
to

allocate
a
higher
percentage
of
budget
on
vendors
with
higher

conversion
rates
that
would
provide
us
with
a
higher
ROI.

97

Treadmill
Popups

•  Goal:
drive
client
engagement
and
conversation

throughout
campaign
and
curate
content
for
central

–  Pop-‐ups
will
bring
attention
to
both
loyalty
guests
and

prospective
guests
to
the
new
features
and
beneWits
of

Crowne
Plaza
through
the
Always
On
enhancements

•  Crowne
Plaza
treadmills
will
appear
randomly
at
10

prime
US
market
airports,
including:
San
Diego,

Memphis,
Pittsburgh,
Seattle,
LA,
Charlotte,
Atlanta,
and

NYC

–  These
locations
are
where
the
brand
has
experienced
the

largest
growth
enhancement
through
new
openings
in
2015

or
an
enhanced
experience
through
signiWicant
renovations

at
properties.

•  A
treadmill
represents
that
Crowne
Plaza
understands

that
the
traveler
is
running
around
all
day
and
the
value

of
time
to
their
everyday
success.
It
is
an
interactive,

manufactured
moment
to
interact
with
audience.
98

Brand
Experience

•  Crowne
Plaza
is
a
brand
that
must
deliver
high

quality
experiences,
but
not
on
a
daily
basis.

Need
to
drive
customers
to
think
of
brand

more
frequently
or
will
lose
mindshare.

•  High
quality,
low
frequency
brand
so
must

create
reasons
to
interact
with
manufactured

moments.

•  Focus
on
manufacturing
moments
that
expand

the
range
of
problems
you
solve:

–  Find
your
customers
everyday
needs
and
fulWill

them

–  Create
new
types
of
value
for
the
customer

Source:
Forrester
Report,
Marke9ng

Strategy
for
the
Mobile
Mind
Shic
99

Brand
Experience

•  Brand
success:
Nike
has
expanded
their
interaction

with
customers
beyond
retail
purchases
through
the

development
of
their
Witness
apps.
Nike+
has
helped

the
brand
position
themselves
as
a
lifestyle
that

customers
aspire
to.

•  Our
Application:
The
Ted-‐like
experience
and

articles
created
will
help
Crowne
Plaza
stay
at
the

forefront
of
the
business
travelers
mind.
By

providing
resources
to
save
their
guests
time
both

during
their
stay
and
in
their
daily
life,
they
earn

Crowne
Plaza
brand
love
and
the
respect
of
their

target
market.

100

Brands
with
a
low
frequency
of
interactions
need
to
create
an
even
higher-‐
quality
of
interaction.

Source:
Forrester
Report,
Marke9ng

Strategy
for
the
Mobile
Mind
Shic
101

Budget

•  We’ve
split
the
budget
into
4
main
categories

to
successfully
drive
our
campaign.

•  Budget
Allocation

1.  Talent/Event

2.  Marketing
Technology

3.  Media

4.  Marketing
Activation

102

Budget
Roadmap

These
are
es9mated
costs
we
will
incur
within
each
category
to
calculate
costs.

104

Budget
Overview

*Avg
Conversion
Rate:
7.1%

*Avg
Click
through
Rate
for
Na9ve
Adver9sing:
1.37%

Source:
Ampush,
Industry
Average
CTR

To
calculate
the
5:1
ROI
on
our
ini9al
investment
of
$1M,
we
created
3

scenarios:
How
many
rooms
Sharethrough
needs
to
book,
and
then
inves9gated

the
impact
of
using
Email
marke9ng
to
drive
booking
to
see
the
cost
diﬀerences.

105

Budget

Insight:

The
original
calcula9ons
show
that
we
will
need
to
spend
$342,689
to

drive
the
number
of
visitors
to
our
site
to
reach
the
needed
number
of

booked
rooms
to
hit
our
$5M
return.
We
created
two
scenarios
using

email
marke9ng.
Scenario
1
represents
1M
email
addresses,
and
Scenario

2
has
2M
addresses.
Assuming
Scenario
2
is
the
accurate
size,
we
are
able

to
cut
our
Sharethrough
costs
to
$196,700
with
email
marke9ng
driving

14,200
booked
rooms.
We
are
able
to
save
$146,000
with
Sharethrough

contribu9ng
signiﬁcantly,
but
will
cause
us
to
double
our
spend
with

Aaen9ve.ly
at
$144,000.
Through
the
Sharethrough
savings,
we
will
not

be
using
the
en9re
amount
of
money
ini9ally
allocated
towards
media

buy.

107

Budget
Review

Conclusion:

Acer
calcula9ng
our
costs
in
the
four
categories
of
our
campaign
we
found

that
we
have
an
excess
of
$740,700
remaining
in
our
budget.
We
are

conﬁdent
that
with
the
resources
and
metrics
used
that
we
will
successfully

drive
a
$5M
return
through
brand
awareness
and
direct
booking
from
our

campaign.
Our
resources
allocated
to
our
owned
media,
such
as
email

marke9ng,
has
allowed
us
to
save
costs
with
our
vendor
partnerships.
We
are

able
to
save
$146,000
with
Shaethrough
contribu9ng
signiﬁcantly
to
the

lecover
funds.

108

Bibliography

•  Forrestor
Reports

–  Building
A
Digital
Travel
Business

–  IHG
Consolidates
Email
and
Data
Management

–  Marke9ng
Strategy
for
the
Mobile
Mind
Shic

•  Mintel
Reports

–  Hotels,
October
2014

–  Travel
Booking,
August
2014

•  CWT’s
Travel
Stress
Index
Video

–  hap://www.cwt-‐solu9ons-‐group.com/cwtsg/

•  News
ArAcles

–  Forbes:
What
Today’s
Business
Traveler
Wants

•  hap://www.forbes.com/sites/ka9ebell/2014/10/20/what-‐todays-‐business-‐traveler-‐wants-‐ten-‐findings-‐from-‐virgin-‐atlan9c/

–  Interna9onal
Business
Times:
A
Modern
Traveler’s
Five
Demands

•  hap://www.ib9mes.co.uk/business-‐travel-‐modern-‐execu9ve-‐travellers-‐five-‐demands-‐1464544

–  US
Department
of
Transporta9on

•  hap://www.rita.dot.gov/bts/sites/rita.dot.gov.bts/files/publica9ons/america_on_the_go/us_holiday_travel/html/en9re.html

–  Adage.com:
Virgin
America

•  hap://adage.com/ar9cle/special-‐report-‐americas-‐hoaest-‐brands-‐2009/virgin-‐america-‐america-‐s-‐hoaest-‐brands-‐case-‐study/
140490/

–  Ampush

•  hap://www.ampush.com/blog/4-‐reasons-‐why-‐na9ve-‐ads-‐are-‐the-‐best-‐way-‐to-‐reach-‐mobile-‐customers/

–  USA
Today,
Bud
Lights
Turns
Tiny
Ski
Town
into
Whatever,
USA

•  hap://www.usatoday.com/story/money/business/2014/09/05/bud-‐light-‐turns-‐9ny-‐ski-‐town-‐into-‐whatever-‐usa

–  Sta9sta,
Sta9s9cs
and
Facts
on
Hotel
Industry

•  hap://www.sta9sta.com/topics/1102/hotels/

•  IHG
Case
Study

–  hap://www.ihgplc.com/files/presenta9ons/071204/crowneplaza.pdf

•  TedX
Events

–  haps://www.ted.com/about/conferences

–  The
Most
TED
Popular
Talks
of
All

•  haps://www.ted.com/playlists/171/the_most_popular_talks_of_all

109

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