marriott student advertising proposal

“There is a Marriott Way. It’s about serving the associates, the customer, and the community.” - Bill Marriott

Marriott International

Marriott International was founded in 1927 as an A&W root beer stand…

… and has grown to become the 7th largest hotel lodging company in the world employing over 146,000 people in 66 countries.

“…commitment to Brazilian Rainforest”

“…supporting critical water conservation.”

“20 years of helping youths with disabilities…”

“…first Marriott branded hotel built on tribal land.”

“Marriott’s commitment to diversity and inclusion.”

“Making Marriott.com more accessible to the visually impaired.”

Marriott supports diversity and the environment by

contributing to numerous causes.

But there is a problem…

Business Challenges

• The U.S. hotel market has witnessed a major decline in hotel occupancy rates.

• Revenue made per available room has dropped from $95.97 to $54.14 because of less travelers. (2008-09)

• It is incredibly difficult to find differentiation in an intensely competitive hotel/lodging market.

• Some competition wields greater marketing and financial resources which are used to improve their facilities and reduce their prices.

Obviously, people cannot be forced to travel more frequently.

And simply charging more money per room will not help.

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What is the most efficient and cost effective way to reach the people

who are still traveling?

? ?

Social Media is the key!

Google AdWords should be utilized to find keywords that are searched most often when dealing with travel and lodging, and then “sponsored ads” can be purchased on these words.

Facebook.com should be used to promote green events and sociallyconscious activities that Marriott International takes part in and is knowfor. Advertisements can also be taken out for pages dealing with key travel destinations and travel agents.

Twitter.com should be utilized to build awareness of Bill Marriott’s Blog, and to educate the public about Marriott’s business culture and dedication to diversity. “Bill’s Blog” could also be optimized for SEO reasons.

Marriott should utilize foursquare. The hotels could place foursquare stickers in their vestibule windows, and this would alert site users of promotions and deals via smart phone, when passing by any Marriott hotel.

Social media advertising costs less than traditional forms of advertising, but it does still cost!

The majority of the funds for this campaign should be allocated toward Google Adword Advertisements, and Facebook Advertisements.

Funds should be allocated toward hiring a social media expert for optimizing blogs/tweets/posts, and to keep Marriott’s online presence “inline”with the brand.

Foursquare based promotions should be designed to accommodate local travel peak times and weather.

Success?

Brand Differentiation?

Increased Lodging?

High “click” rate on Google AdWords and

Facebook.com Advertising

Increased traffic on “Bill’s Blog” and increased

twitter following.

Increased Room Rentals

Brand and Campaign Success!