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Digital Marketing Strategy
Bethany Morrill NMDL Spring 2012
Four Seasons:
Started as a Canadian based international Luxury Hotels & Resorts
Found in 1961
Goals:
   Remain a five-star establishment
   Provide customers with a comfortable, luxury quality, primal destination at
   an affordable price
   Further establish themselves as the best hotel and resort in paradise and
   other primal vacation locations
   Partnership with more real estate owners so they can continue to build
                  Digital Marketing Strategy
   Continue to better their customer feedback and relationships
          Bethany Morrill NMDL Spring 2012
   Provide a “stumble upon” approach when customers are searching for other
   topics
   Remain top picked hotel for vacations and other reasons for travel
Challenges:
    	
  Other five-star hotels
    Hotels & Resorts that have locations where Four Seasons does not
    Operates on behalf of real estate owners and developers, not private land,
    cannot operate or build on their own

“Nothing stands still in the hotel industry. You have to constantly evolve and
change, innovate and find new ways to make that emotional connection with
guests. That’s the challenge and the beauty of it.”
                  -Tulio Hochkoeppler, General Manager
               Digital Marketing Strategy
           Bethany Morrill NMDL Spring 2012
Locations:




          Digital Marketing Strategy
      Bethany Morrill NMDL Spring 2012
Target:
• The Four Seasons Hotels and Resorts is marketed toward a large variety of
groups. The business class group who are looking for a place to stay for a
conference. The newlywed group who are looking to make reservations for their
wedding or honeymoon.
~or~
• There is the family group who are looking for a chance to get away on vacation
whether it is with their kids or their spouse. The Four Seasons Hotels and Resorts
is open to all markets but advertised for whoever will be paying for all events
described.
Theme:
                    Digital Marketing Strategy
The theme is an iconic luxury hotel or resort that someone will remember. Each
hotel or resort has there own theme based on the area that the are 2012 in.
            Bethany Morrill NMDL Spring located
The theme created for this campaign is based on the customer and want they want
out of their choice of hotel or resort.
Key Components:

Already Existing Media:
Public Relations:
They have a large existence in the Hotel and Resort industry as well as optimal travel
locations in travel sites such as Kayak, Travelocity, Priceline, Expedia and Hotwire.
They have also recently invested $18 million into their Internet and Media campaigns for
creating the brand’s online presence, mainly in their home website.

Social Media/Networking:
The Four Seasons Hotels and Resorts currently has Twitter, Facebook, YouTube, LinkedIn
                Digital Marketing Strategy
Within these social media outlets the only thing really missing is the interaction with its
customers. FB: 160K likes, Twitter: 40K followers, Youtube: 776 followers
            Bethany Morrill NMDL Spring 2012
Mobile Strategy:
     Nothing exists in this category yet.
Key Components Proposal:
Social Media:
    •  If they include customer pictures, on Facebook or Twitter, and allow them to
    have input on the site they will have a better customer outlook and will
    potentially reach more customers.
    •  Create a customer blog, a.k.a., A Day in the Life at The Four Seasons Hotel.
    This blog would be based upon the opinions and perspectives of past and
    current visitors, which could appeal to potential customers. A Day in the Life
    could include travel options and amenities, as well as customer stories and
    visitor itineraries of visitors of hotels in The Four Seasons locations all around
    the world.
    •  Give customer insight and inform future customers of the “benefits” that each
          Digital Marketing Strategy
    hotel has. The idea of this marketing strategy would be what the brand needs to
      Bethany Morrill NMDL Spring 2012
    increase positive interactions with their customers.
Networking:
    •  Create AdWords to increase their SEO and to provide a “stumble upon” approach
    when customers are searching for other topics. For example when customers are
    searching for locations in Hawaii, The Four Seasons Hotels and Resorts should be
    the first site that pops up.

Mobile Strategy:
    •  The use of Foursquare could allow customers to see on their phones the closet
    locations of The Four Seasons Hotels .
    •  Another way that they could increase their mobile strategy is to create
    downloadable apps, for smartphones, that allows the customers to see what deals
    they can get for the hotels, restaurants and other things to do around the hotel.
              Digital Marketing Strategy
    Through this they could also create deals for certain places if you are staying at the
    hotels.
          Bethany Morrill NMDL Spring 2012
    •  This is the most flexible strategy that The Four Seasons should take advantage of.
    •  It would allow for on the spot customer interaction, which would increase their
    customer support.
Metrics of Success:
Success will be measured by tracking.

Things to be tracked:
•    Online conversations where Four Seasons is tagged
•    Positive customer feedback and reviews and comments and likes posted
•    Using Google Analytics, we can track the viewers of all Four Seasons sites
•    Using Foursquare, see anytime some one “checks in” to a hotel or resort
•    Track PPC
•    Comments and Likes on Youtube
• 
                Digital Marketing Strategy
     Purchases/Downloads of mobile app

            Bethany Morrill NMDL Spring 2012
Budget for Internet Marketing Strategies:
Recently invested $18 million into their Internet and Media campaigns for creating the
brand’s online presence, mainly in their home website.

Increase of Budget by $6 million
$6 million would be the most advantageous budget for the company. With this amount they
could build their blog, build their AdWords, create apps, as well as continuing to implement
the customer details into the other social media outlets.



               Digital Marketing Strategy
           Bethany Morrill NMDL Spring 2012

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Four Seasons Hotel Campaign

  • 1. Digital Marketing Strategy Bethany Morrill NMDL Spring 2012
  • 2. Four Seasons: Started as a Canadian based international Luxury Hotels & Resorts Found in 1961 Goals: Remain a five-star establishment Provide customers with a comfortable, luxury quality, primal destination at an affordable price Further establish themselves as the best hotel and resort in paradise and other primal vacation locations Partnership with more real estate owners so they can continue to build Digital Marketing Strategy Continue to better their customer feedback and relationships Bethany Morrill NMDL Spring 2012 Provide a “stumble upon” approach when customers are searching for other topics Remain top picked hotel for vacations and other reasons for travel
  • 3. Challenges:  Other five-star hotels Hotels & Resorts that have locations where Four Seasons does not Operates on behalf of real estate owners and developers, not private land, cannot operate or build on their own “Nothing stands still in the hotel industry. You have to constantly evolve and change, innovate and find new ways to make that emotional connection with guests. That’s the challenge and the beauty of it.” -Tulio Hochkoeppler, General Manager Digital Marketing Strategy Bethany Morrill NMDL Spring 2012
  • 4. Locations: Digital Marketing Strategy Bethany Morrill NMDL Spring 2012
  • 5. Target: • The Four Seasons Hotels and Resorts is marketed toward a large variety of groups. The business class group who are looking for a place to stay for a conference. The newlywed group who are looking to make reservations for their wedding or honeymoon. ~or~ • There is the family group who are looking for a chance to get away on vacation whether it is with their kids or their spouse. The Four Seasons Hotels and Resorts is open to all markets but advertised for whoever will be paying for all events described. Theme: Digital Marketing Strategy The theme is an iconic luxury hotel or resort that someone will remember. Each hotel or resort has there own theme based on the area that the are 2012 in. Bethany Morrill NMDL Spring located The theme created for this campaign is based on the customer and want they want out of their choice of hotel or resort.
  • 6. Key Components: Already Existing Media: Public Relations: They have a large existence in the Hotel and Resort industry as well as optimal travel locations in travel sites such as Kayak, Travelocity, Priceline, Expedia and Hotwire. They have also recently invested $18 million into their Internet and Media campaigns for creating the brand’s online presence, mainly in their home website. Social Media/Networking: The Four Seasons Hotels and Resorts currently has Twitter, Facebook, YouTube, LinkedIn Digital Marketing Strategy Within these social media outlets the only thing really missing is the interaction with its customers. FB: 160K likes, Twitter: 40K followers, Youtube: 776 followers Bethany Morrill NMDL Spring 2012 Mobile Strategy: Nothing exists in this category yet.
  • 7. Key Components Proposal: Social Media: •  If they include customer pictures, on Facebook or Twitter, and allow them to have input on the site they will have a better customer outlook and will potentially reach more customers. •  Create a customer blog, a.k.a., A Day in the Life at The Four Seasons Hotel. This blog would be based upon the opinions and perspectives of past and current visitors, which could appeal to potential customers. A Day in the Life could include travel options and amenities, as well as customer stories and visitor itineraries of visitors of hotels in The Four Seasons locations all around the world. •  Give customer insight and inform future customers of the “benefits” that each Digital Marketing Strategy hotel has. The idea of this marketing strategy would be what the brand needs to Bethany Morrill NMDL Spring 2012 increase positive interactions with their customers.
  • 8. Networking: •  Create AdWords to increase their SEO and to provide a “stumble upon” approach when customers are searching for other topics. For example when customers are searching for locations in Hawaii, The Four Seasons Hotels and Resorts should be the first site that pops up. Mobile Strategy: •  The use of Foursquare could allow customers to see on their phones the closet locations of The Four Seasons Hotels . •  Another way that they could increase their mobile strategy is to create downloadable apps, for smartphones, that allows the customers to see what deals they can get for the hotels, restaurants and other things to do around the hotel. Digital Marketing Strategy Through this they could also create deals for certain places if you are staying at the hotels. Bethany Morrill NMDL Spring 2012 •  This is the most flexible strategy that The Four Seasons should take advantage of. •  It would allow for on the spot customer interaction, which would increase their customer support.
  • 9. Metrics of Success: Success will be measured by tracking. Things to be tracked: •  Online conversations where Four Seasons is tagged •  Positive customer feedback and reviews and comments and likes posted •  Using Google Analytics, we can track the viewers of all Four Seasons sites •  Using Foursquare, see anytime some one “checks in” to a hotel or resort •  Track PPC •  Comments and Likes on Youtube •  Digital Marketing Strategy Purchases/Downloads of mobile app Bethany Morrill NMDL Spring 2012
  • 10. Budget for Internet Marketing Strategies: Recently invested $18 million into their Internet and Media campaigns for creating the brand’s online presence, mainly in their home website. Increase of Budget by $6 million $6 million would be the most advantageous budget for the company. With this amount they could build their blog, build their AdWords, create apps, as well as continuing to implement the customer details into the other social media outlets. Digital Marketing Strategy Bethany Morrill NMDL Spring 2012