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The Humber Royal marketing report contains a holistic look at the hotels current marketing situation, including it’s current strengths & weaknesses and aims to outline best ractice strategy and actions. This report is ordered using the SOSTAC method.


S Situation Analysis Where are we now? O Objectives

Where do we want to go ?

S Strategy

How we are going to get there?

T Tasks

Details of the strategy.

A Actions

Putting the plan to work .

C Control

Measurement, monitoring, reviewing, updating & modifying


SOSTAC - Situation Analysis Where are we now?


A. Your customers 1) The table below shows The Humber Royal Hotels customer segmentation & targeting

 


2) Your ideal customers - the profiles

Mr / Mrs Dining Out The customers eat out on a regular basis either as couple or social groups of friends are aged between 25 -50 and live in the local area however may have friends within there network further afield. The are likely to enjoy other social events such as the theatre and cinema and celebrate seasonal milestones such as new years eve. These customers if they enjoy the experience are highly likely to recommend the restaurant. They value high quality food and service. This group of people have a relatively higher level of disposable income than most. Due tot here age and social habits and age Mr/Mrs Dinning out will most likely engage regularly with social networks online such as FB and professional networks such as linkedIn this can be inferred from the fact they have a relatively high disposable income due to there professional career success

Mr / Ms Getting Hitched Predominantly aged between 25 – 35 young couples looking for that perfect venue for there wedding. They are both quality and value conscious. The will live and or work locally or within the region if not currently they may have grown up here or still have a large amount of family. They will have recently been engaged and purchased an engagement ring. They will be looking for a full service to take as much stress out of the “big day” as possible”. Due to there age Mr/Mrs Gethitched will more than likely will have announced there forthcoming nuptials and or engagement on facebook via a status update


Mr / Mrs Social Animal Always looking for something to do at the weekend. Has a wide and varied social circles. They will live in the local area be aged between 18 – 40. Work at local company, probably act and think younger than there actual peer group. Likes to get dressed up and appreciates a sense of occasion. Will probably be the social event organiser for there social group. Will be a super user of FaceBook well hey its the easiest way to stay in touch and chat and organise everyone else’s social diaries.

Mr A. Golfer Is a avid golfer. Lives with the region or further afield. Sees golf as a way to get away from it all at the weekend and relax socially with friends. Mean avg are of 42 however the largest section of 11% are people between the age of 25 and 34. So target age demo graphic will be between 25 – 45. Will organise golfing trips one a month or on an semi regular basis. Will be in a professional job or business owner with more than average level of disposable income. Will have a select social circle comprising of people within there social and profession peer group. Will when at home become Mr / Mrs Diningout.


Mr /Mrs Family Lives with the region or further afield. They are both quality and value conscious. They will have 2.4 children of primary or secondary school age. Will be looking for the children to have plenty of activities and just maybe only if its for a few hours in the evening want to be able to get away from there little darlings for a few drinks and a bit of piece and quite at the end of the day. Will want to feel their children are safe and well catered for. Possibly have family that live near by however cant put them up for some reason. Age range form late 20’ to early 40’s

Mr / Mrs Couple Currently have no kids but will be something there thinking about early 20’s to early 30’s or have kids who have flown the nest late 40’s to early 60’s. They are both quality and value conscious are looking for something just a little romantic will. Probably want to have a romantic meal out at least one of the evenings and will be interested in the theatre / cinema and other evening attractions.

Mr / Mrs Business Traveler Lives out side the local area. Is in Grimsby on business, has a number of meetings or one key and important meeting in the area. Will want to stay 1 or 2 nights. Will want to be connected at all times. Will want relax after a long day or work and travel. Will need easy links to transport and a relatively central location to there business contacts in the area. Will be value conscious as this they will either have to justify it as an expenses claim or becoming directly out of there business. Will appreciate modern clean and relaxed surroundings and the ability to have meetings in quite area or book a meeting room. Will more than likely be a member of LinkedIn and or other professional networks online and or offline


Mr / Mrs Small Business Has a small local business and clients from outside the area. Or needs convenient location between their business and their clients. Doesn’t have particularly large or plush office so id more comfortable meeting in an easy to get convenient location. Will appreciate modern clean and relaxed surroundings and the ability to have meetings in quite area or book a meeting room. Will more than likely be a member of LinkedIn and or other professional networks online and or offline.

Mr / Mrs Medium Large Business Has a medium to large sized business locally or in the region. Needs a conference space or at the least a decent sized meeting room for the day. Location is important must be easy to get to from main transport links if delegates coming form out side the area. Will be active in the local business community and a member of both off line and online Business networks. Will be looking for as much as possible a turnkey service and book everything in one go. At Christmas will probably be looking for a venue to take the staff.


Identifying the Profitability of Ideal Customers There is a number of ways we can look at the Ideal Customers outlined above in terms of profitability. If we define a profitable customer as... “a customer who is likely to either use the hotel for multiple types of activity and or introduce others from other customer profiles” ...from this we can identify where to focus our marketing effort and which customer type is likely to give the best return on investment.  

Fig 1 The graphic above shows each the potential for each customer to crossover profiles.


B. Your Market Humber Royals market description as defined by your ideal customers The Humber Royal is in the main stream, regional and national, hotel/leisure industry markets. Providing accommodation and services for business, leisure and entertainment. The Market needs as defined by your ideal customers Dining Out • Find the restaurant online when looking for places to eat out in the local or regional area. • Ability to view current menu and wine list online • Share with people within the group current menu and wine list • Make a reservation easily on or offline • Leave a review and or recommend to others within social group • Supply directions to people in their dining social group from out side the local area easily and effectively • Share with people within the group current menu and wine list • Schedule their dinning to fit within other activities such as night at the theatre


Wedding Venue • Find the wedding venue online when looking for places to get married in the local or regional area. • Ability to view all important information and options available regarding the service online • Share important information with future spouse easily • Make reservation for wedding open days • Check availability of the venue with their preferred dates of their wedding • See approximate costings and payment options of the service • Order a printed brochure to be mailed to them • Find information about related services not provided by hotel but essential for the wedding Social Events • Find events the hotel is putting on, online. • Share events with friends on social networks • Invite people within social networks • Book tickets and or accommodation online • Share information easily without the need to use social network, date, time, brief event detials, map etc.


Golf Breaks • • • • • •

Find golf break details online Book as group Find out about the local golf course(s) Book accommodation and tee times at the same time Send information regarding the booking and location to others in the group easily and effectively Book for a number of nights stay not all nights possible with a round of golf

Family Breaks • • • • •

Find hotel and packages online when looking for family hotel breaks See information about local activities and attractions Book well in advance or pay deposit in advance Book activities and attractions when booking accommodation as options Ability arrange to take break from the Kids for a couple of hours in the evening


Romantic Breaks • • • • •

Find the hotel easily online when looking for romantic breaks Add those little extras to the booking See relevant information about local area and suggestions for romantic activities Include exclude evening meal Review theatre shows and cinema times eat in time to get thier

Businesses Accommodation • • • • • • • •

Find the hotel easily online Plan route to the hotel and get directions easily form major transport links Book and schedule required facilities such as wake up calls, meetings rooms etc when booking accommodation Easily get online when at the hotel Easily share information with people they are meeting Share information on professional networks Send recommendations to professional networks or contacts See availability of meeting rooms before booking to help schedule meetings


Business Venue – Small Business • • • • • •

Find the hotel easily online Send hotel location and direction easily to other parties Check availability of meetings rooms and lunch / dinner and book without the need to book accommodation Get online easily Share information on professional networks Send recommendations to professional networks or contacts

Business Venue – Medium / Large Business or Organisation • • • • • • • • • • •

Find the hotel easily online for conference facilities Send hotel location and direction easily to other parties Check availability of meetings rooms and conference rooms and book without the need to book accommodation Get online easily Share information on professional networks Send recommendations to professional networks or contacts Ability to view conference service information online Ability to order information pack Ability to send digital information to someone else Enquire regarding booking availability Advertise Conference info


C. Your Online Competitors Hotels The table below shows the key ranking factors for the hotels competitors, these factors will effect how well the site ranks for searches. The table is not in any particular order. SEO Benchmarking Hotel Humber Royal Mill Fields Hotel St James Hotel The Beeches Hotel Premier Inn Clee House Dovedale hotel Sugar Sugae

PR

Indexed Pages Page Links 1 44 1 3 32 9 3 494 2 2 17 18 1 352 9 2 8 208 2 96 13 2 30 5

PR. PageRank is a link analysis algorithm used by the Google Internet search engine assigns a numerical weighting with the purpose of “measuring” its relative importance to the search query Indexed Pages. Number of pages listed in Google Page Links. Number of external links to the page Notes, (domain) means this page is part of a much larger website and the data (PR, indexed pages )is for that website as whole

 

Analysis: Currently The Humber Royal Hotel website is not ranking for anything but its own name. The reasons for this are; • Competitors in the search market for “hotels grimsby” all have a higher page rank • Competitors in the search market for “hotels grimsby” all have more links Links are important ranking factor as every link to the website counts as vote and the more votes the site has the higher it is ranked. Currently all the local competition has more votes than the Humber Royal.


Brand Awareness This chart compares the number of direct searches for hotel brands within Grimsby and therefore can be used as guide to brand awareness

st james hotel grimsby oaklands hotel grimsby forest pines hotel grimsby humber royal hotel grimsby millfield hotel grimsby hotel elizabeth grimsby beeches hotel grimsby market hotel grimsby the county hotel grimsby

 

yarborough hotel grimsby ashbourne hotel grimsby the hainton inn grimsby kingsway hotel grimsby legacy oaklands hotel grimsby blundell park hotel grimsby dovedale hotel grimsby hall farm hotel grimsby

Analysis: In terms of Awareness of the hotel brands in Grimsby the Humber Royal is doing well and is the 4th most know hotel in Grimsby nationally. However if it wasn’t for the fact there is website called Hotel Elizabeth that is splitting the traffic by perpetuating the old name the Humber Royal would be top.


Restaurants The table below shows the key ranking factors for the restaurants competitors, these factors will effect how well the site ranks for searches. The table is not in any particular order. SEO Benchmarking Restaurant Orthello Restaurant Dovedale Hotel The Pink Butterfly Beeches Restaurant Golden Regency Abbys Restaurant

 

PR

Indexed Pages Page Links 1 7 2 2 85 13 2 8 5 2 101 0 2 14 3 2 21 3

PR. PageRank is a link analysis algorithm used by the Google Internet search engine assigns a numerical weighting with the purpose of “measuring” its relative importance to the search query Indexed Pages. Number of pages listed in Google Page Links. Number of external links to the page Notes, (domain) means this page is part of a much larger website and the data (PR, indexed pages )is for that website as whole

Analysis: The reason why the Brasserie restaurant is not ranking against it competitors is again down to lack of indexable information i.e. pages and external links


Brand Awareness This chart compares the number of direct searches for restaurant brands within Grimsby and therefore can be used as guide to brand awareness. This data covers the last 12 months

gallery restaurant grimsby the gallery restaurant grimsby da vinci restaurant grimsby othello restaurant grimsby beeches restaurant grimsby leons fish restaurant grimsby caspers restaurant grimsby

 

Analysis: As you can see from the chart above The Brasserie has achieved no measurable awareness compared to other restaurants in the area and has therefore has some serious catching up to do.


Golf Breaks The table below shows the key ranking factors for the golf breaks competitors, these factors will effect how well the site ranks for searches. The table is not in any particular order. SEO Benchmarking Golf Breaks www.grimsbygolfclub.co.uk www.bookyourgolf.net www.cottage-choice.co.uk www.lmgc.co.uk www.walthamwindmillgolfclub.co.uk/ www.cleethorpesgolfclub.co.uk

 

PR

Indexed Pages Page Links 1 2800 0 4 1800 18 1 1600 22 4 72 3 1 47 0 2 29 14

PR. PageRank is a link analysis algorithm used by the Google Internet search engine assigns a numerical weighting with the purpose of “measuring” its relative importance to the search query Indexed Pages. Number of pages listed in Google Page Links. Number of external links to the page Notes, (domain) means this page is part of a much larger website and the data (PR, indexed pages )is for that website as whole

Analysis: The reason why the Hotel is not ranking against it competitors is again down to lack of indexable information i.e. pages and external links


Wedding Venues The table below shows the key ranking factors for the wedding competitors, these factors will effect how well the site ranks for searches. The table is not in any particular order. SEO Benchmarking Wedding Venues www.fairytalesgrimsby.co.uk www.hallfarmhotelandrestaurant.co.uk www.mcmenemys.co.uk/

 

PR

Indexed Pages Page Links 1 22 0 2 32 6 3 28 0

PR. PageRank is a link analysis algorithm used by the Google Internet search engine assigns a numerical weighting with the purpose of “measuring” its relative importance to the search query Indexed Pages. Number of pages listed in Google Page Links. Number of external links to the page Notes, (domain) means this page is part of a much larger website and the data (PR, indexed pages )is for that website as whole

Analysis: The reason why the Hotel is not ranking against it competitors is again down to lack of indexable information i.e. pages and external links


Meeting Rooms Grimsby The table below shows the key ranking factors for the meeting room competitors, these factors will effect how well the site ranks for searches. The table is not in any particular order. SEO Benchmarking Meeting Rooms Kingsway Hotel Humber Royal Hotel Grimsby Neighbourhood Centre Hall Farm Hotel and Restaurant

 

PR

Indexed Pages Page Links 2 15 7 1 48 1 1 38 0 2 32 6

PR. PageRank is a link analysis algorithm used by the Google Internet search engine assigns a numerical weighting with the purpose of “measuring” its relative importance to the search query Indexed Pages. Number of pages listed in Google Page Links. Number of external links to the page Notes, (domain) means this page is part of a much larger website and the data (PR, indexed pages )is for that website as whole

Analysis: The Hotel is ranking for this phrase simply do to its entry in the Google Business Listings


Conference Venue Grimsby The table below shows the key ranking factors for the conference venue competitors, these factors will effect how well the site ranks for searches. The table is not in any particular order. SEO Benchmarking Conf. Venue PR www.latemeetings.com www.tbcf.co.uk www.corushotels.com/st-james/meetings www.icehousecc.co.uk www.hallfarmhotelandrestaurant.co.uk/ www.thisisgrimsby.co.uk/event-services/conference-centres

 

Indexed Pages Page Links 5 1990 3327 2 7 105 5 500 0 1 244 No Data 2 32 6 5 78 0

PR. PageRank is a link analysis algorithm used by the Google Internet search engine assigns a numerical weighting with the purpose of “measuring” its relative importance to the search query Indexed Pages. Number of pages listed in Google Page Links. Number of external links to the page Notes, (domain) means this page is part of a much larger website and the data (PR, indexed pages )is for that website as whole

Analysis: The reason why the Hotel is not ranking against it competitors is again down to lack of indexable information i.e. pages and external links


D. Intermediaries, influencers and potential partners Intermediaries Entry appears for: Grimsby Hotel Phrases Adwords: Yes Natural Listings: No Listing Text A 52 bedroom hotel with all bedrooms recently refurbished. The rooms include as standard 32” Freeview televisions, king size beds and power showers. Most rooms offer balconies overlooking Grimsby Golf Club. Free wi-fi is available throughout the hotel. Good quality, locally sourced food is available in the restaurant.

Entry appears for: Grimsby Hotel Phrases Adwords: Yes Natural Listings: No Listing Text The Humber Royal offers free WiFi and free ample private parking. The town center is a 5minute drive away, while the coast is only 15 minutes away. Each room at Humber Royal Hotel features a private bathroom, satellite TV and tea/coffee. Most rooms have balconies, overlooking Grimsby’s 18hole golf course. Humber Royal’s restaurant serves a traditional menu, while the bar also serves an informal menu. There is a garden terrace area. The staff are friendly and welcoming, and 24hour room service is available


Entry appears for: Grimsby Hotel Phrases Adwords: Yes Natural Listings: No Listing Text None just reviews

Entry appears for: Grimsby Hotel Phrases Adwords: Yes Natural Listings: No Listing Text: Featured in each room, among other amenities, are desk, mini bar, television, non smoking rooms. Also to be found at the hotel are elevator, concierge, laundry service/dry cleaning, 24hr room service. Guests seeking exercise or leisure will be pleased to find golf course (on site) at the hotel. Convenient location, a dedicated staff and first-rate facilities make this hotel a favourite among travellers. To make your reservation at Humber Royal Hotel Grimsby, just enter your travel dates on our secure online booking form and submit.


Route To A Booking The diagram below show possible routes guests can make from a search for Hotel Grimsby to a booking for the Humber Royal Analysis The hotels affiliate marketers don’t appear in the natural search listings and are therefore resort to buying traffic to generate bookings and revenue from the hotels they list in Grimsby. This is a slightly strange position to be in as the Humber Royal is paying a commission on the bookings they generate from Adwords marketing. The Humber Royal could simply advertise in the same space with Adowrds and get bookings directly with out the need to pay commission to the affiliates. Advertising directly would most likely lead to a great number of bookings as when a user clicks the advertise for one of the affiliates they land on a page with not just the Humber Royal but many of the hotels competitors

 


Influencers Online Reviews • Reviews on Google places listings (1) • Reviews from around the web: • booking.com (18) • laterooms.com (10) • activehotels.com (6) • tripadvisor.co.uk (35) • virtualtourist.com (0)• hotelelizabethgrimsby.co.uk/reviews (10) Local Businesss Groups • FSB • Grimsby Chamber of Commerce • en-gb.facebook.com/...Business-Network-Grimsby/1422198824700 • www.businessfriendslincs.net • Local Business Network Grimsby • www.bni-grimsby.co.uk • Local Businesses Related To Weddings • Jewellers • Cake Shops • Photographers


Potential Partners • Entertainment • Grimsby Auditorium • Caxton Theatre Places Of Interest • Corporation Bridge • Fisherman’s Memorial • Freshney Place Shopping Centre • Grimsby Docks • Grimsby Dock Tower • Grimsby Institute • Grimsby Marina • Grimsby Parish Church • Grimsby Town Hall • Humber Forts • National Fishing Heritage Centre • People’s Park and Floral Hall • Waltham Windmill • Weelsby Woods • Welholme Galleries

Attractions • lincolnshirewoldsrailway.co.uk • elsham hall gardens • Pleasure Island Theme Park • Cleethorpes Coast Light Railway • Humber Estuary Discovery Centre • The Jungle Zoo • Cleethorpes Pier • Chequered Flag Karting Golf Clubs • Waltham Windmill Golf Club • Cleethorpes Golf Club • Grimsby Golf Club • Manor (Laceby) Golf Club • Tetney Golf Club • Humberston Park Golf Club


E. SWOT Analysis SWOT stands for strengths, weaknesses, opportunities, and threats. Strengths and weaknesses are internal factors. Opportunities and threats are external factors.

 


Technical Weaknesses Explained Booking Process

Analysis: Flaws with the booking  system can be defined as

• When you come to book a package such as a golfing break. You have to remember to only select a weekend on the availability page for the package to then magically appear in the package booking page. • Website users will expect when you click Book now on the golf page that they have made there selection for the golfing package and that the availability will be shown for this package only. This is not the case and you have to remember to select the golf package later in the booking system. The booking process is also split across a number of pages that could be simplified into one single booking page. • The booking process is also split across a number of pages that could be simplified into one single booking page. • Booking process is rather convoluted • Unduly complex with to many steps and could be made much simpler for customers especially new customers. As the booking process is were the majority of conversion can be lost it is important that this is made as easy and elegant as possible. These lessons have been learned time and time again in the e-commerce market and show that a bad cart or booking process can have seriously detrimental to a sites conversion to sales with many people becoming frustrated and not completing the sale or in this case the booking.


Lack Of Measurable ROI And Marketing Successes And Failures The reason for the lack of measurable Return On Investment (ROI) and marketing successes and failures is due to the fact that success can’t be measures accurately to demonstrate this I have created the graphic below to show the current marketing feedback loop

Analysis: As the booking system does not allow feedback to the industry standard analytical software which measures conversion and tracks sources of the the conversion. We thefore can not currently measure success of online marketing activity reliably or provide any detailed insight and or feedback

 


SOSTAC - Objectives Where do we want to go?


1. Increase bookings through the website for accommodation 2. Increase bookings through the website for business facilities 3. Improve bookings through the website for the brasserie restaurant 4. Increase occupancy rate all year round 5. Improve ROI of marketing


SOSTAC - Strategy How we are going to get there?


Increase Bookings Through The Website For Accommodation • Increase the visibility of the hotel website online, increase the conversion rate of visitors to the website to guests and match the website content and functionality to customers needs. • Reduce hotels reliance on intermediaries and develop relationships with possible partnerships Increase Bookings Through The Website For Business Facilities • Increase the visibility of the hotels business facilities online, increase the awareness of the hotels business facilities within local business community. Increase the conversion rate of visitors to the website to customers or business guests and match the website content and functionality to customers needs. Increase Bookings Through The Website For The Brasserie Restaurant • Increase the visibility of the Brasserie Restaurant online, increase the awareness of the restaurant within local community. Match the website content and functionality to customers needs. Increase the conversion rate of visitors to the website to dinners and match the website content and functionality to customers needs. Increase Occupancy Rate All Year Round • Increase the visibility of the hotel website online for available search markets related to low periods of the year and increase conversion . • Match the website content and functionality to customers needs. Increase guest exposure to the upcoming offers and events during this period Improve ROI Of Marketing • Effectively plan execute and record success or failure of marketing activity centrally across all channels by solving technical weaknesses. Implement recommendations of SOSTAC report. • Capture relevant demographic and contact information from all people who make and enquiry about a service or a booking by permission


SOSTAC - Tasks Details of the strategy


Increase the visibility of the website for the hotel for Accommodation, Resturant & Business Facilities • Search Engine Optimisation • Search Engine Marketing • Increase website indexable content for Accommodation, Resturant & Business Facilities • Develop social marketing strategy for LinkedIn, Facebook & Twitter • Remove Hotel Elizabeth website Increase the conversion rate of visitors to the website to Guests, Dinners & Business Users • Make booking process as easy as possible and remove barriers to commitment and possible confusion • Increase social proof elements on website and on key payment stages • Advertise the hotels selling points that appeal to target customer groups though out the website such as WiFi available Match the website content and functionality to customers needs for Guests, Dinners & Business Users • Create online booking and availability functionality for Conference, Meeting Rooms and Brasserie • Add google maps functionality for location and directions • Create order forms for printed brochures • Ad social bookmarking links to all pages of the website for LinkedIn, Facebook & Twitter • Create events calendar on the website detailing all events and conferences at the Humber royal in • Ad local information section to the website and create content


Develop relationships with possible local partner businesses & business groups • Offer partner business exposure through the local information section in exchange for links and recommendations on there websites. • Offer possible discounts for use of business facilities or other offer to members Increase Occupancy Rate All Year Round • Plan and produce marketing schedule to target low periods of the year. Improve ROI Of Marketing • Integrate booking conformation and data from booking systems into central analytic s system for the website (close the loop) • Develop custom forms for each type of enquiry to capture relevant demographic and contact data • Synchronise data with centralised CRM system and email broadcasting software • Send marketing materials to tightly targeted markets based on captured demographic data


SOSTAC - Actions Putting the plan to work .


Search Engine Optimisation • Keyword Research & Analysis ( Inspira Digital ) • Onpage Content Optimisation ( Inspira Digital ) • Back Linking Campaign ( Inspira Digital ) Search Engine Marketing • Adwords Campaign Creation & Budgeting ( Inspira Digital ) • Adwords Campaign Management ( Inspira Digital ) Increase Website Indexable Content for Accommodation, Resturant & Business Facilities • Plan Out Required Content ( Inspira Digital ) • Re model Website Structure To Fit Additional Content ( Inspira Digital ) • Design Page Layout ( Inspira Digital ) • Visual Design For Page Layouts ( Inspira Digital ) • Build Into Website ( Inspira Digital ) • Provide Content ( Icon ) • Launch ( Inspira Digital ) Develop social marketing strategy for LinkedIn, Facebook & Twitter • Look at the best ways the Hotel can raise exposure thought social marketing ( Inspira Digital ) • Produce Plan ( Inspira Digital ) • Produce Required Resources ( Inspira Digital ) • Execute ( Icon )


Remove Hotel Elizabeth Website • Contact owners of the website and have it removed ( Icon ) Make booking process as easy as possible and remove barriers to commitment and possible confusion • Except for final payment stage booking process to happen on hotels website URL or sub domain like booking. thehumberroyalhotel.co.uk ( RezLinks ) • Reduce stages in booking process ( RezLinks ) • Allow in context booking from booking links such as book golf package ( RezLinks ) Increase social proof elements on website and on key payment stages • Visual design ( Inspira Digital ) • Implementation ( Inspira Digital ) Advertise the hotels selling points that appeal to target customer groups though out the website such as WiFi availability • Design Amended Page Layout With Selling Points ( Inspira Digital ) • Visual Design For Page Layouts ( Inspira Digital ) • Build Into Website ( Inspira Digital ) • Provide Content ( Icon ) • Launch ( Inspira Digital )


Create online booking and availability functionality for Conference, Meeting Rooms and Brasserie Add google maps functionality for location and directions Create order forms for printed brochures Ad social bookmarking links to all pages of the website for LinkedIn, Facebook & Twitter Create events calendar on the website detailing all events and conferences at the Humber royal in Ad local information section to the website and create content • Plan Out Required Content ( Inspira Digital ) • Re model Website Structure To Fit Additional Content ( Inspira Digital ) • Design Page Layout ( Inspira Digital ) • Visual Design For Page Layouts ( Inspira Digital ) • Build Into Website ( Inspira Digital ) • Provide Content ( Icon ) • Launch ( Inspira Digital ) Offer partner business exposure through the local information section in exchange for links and recommendations on there websites. • Decide Who To Target (see section D of Situation) ( Icon ) • Design Offer Email Template ( Inspira Digital ) • Build Template & Test ( Inspira Digital ) • Provide Copy For Email • Execution ( Icon )


Offer possible discounts for use of business facilities or other offer to members • Decide On Offer ( Icon ) • Design Marketing Assets ( Inspira Digital ) • Produce Marketing Assets ( Inspira Digital ) • Develop Offer Mechanism ( Inspira Digital ) • Build ( Inspira Digital ) • Execute ( Icon ) Plan and produce marketing schedule to target low and high periods of the year • Decide On Offers (done) ( Icon ) • Plan Target Markets Segmentations (done see Situation ) ( Inspira Digital ) • Schedule (done) http://www.google.com/calendar/embed?src=inspiradigital.co.uk_r5vj263demn205tnkg2eq2voo o%40group.calendar.google.com&ctz=Europe/London • Design Required Assets ( Inspira Digital ) • Produce Marketing Assets ( Inspira Digital ) • Execute ( Icon & Inspira Digital ) Integrate booking conformation and data from booking systems into central analytic s system for the website (close the loop) • Redirect Booking to specific page on the website after payment complete ( RezLinks ) • Setup Goals In Analytics Software ( Inspira Digital ) • Add Tracking Code to the page ( Inspira Digital )


Develop custom forms for each type of enquiry to capture relevant demographic and contact data • Plan Out Required Demographics ( Icon & Inspira Digital ) • Design Form Layout ( Inspira Digital ) • Visual Design For Form Layouts ( Inspira Digital ) • Build Into Website ( Inspira Digital ) • Link to CRM or Email List ( Inspira Digital ) • Execute ( Inspira Digital ) Synchronise data with centralised CRM system and email broadcasting software • Look at possible integration of CRM system with website, booking system & email marketing services ( Icon & Inspira Digital ) • Advise on best possible route for integration and or need to change system ( Inspira Digital ) • Plan ( Inspira Digital ) • Execute ( Icon & Inspira Digital )


SOSTAC - Control Measurement, monitoring, reviewing, updating and modifying


Budgets • TBC Time Scales • TBC dependant on confirmed Activities & Tasks Key Performance Indicators • Website position for targeted phrases. • Website conversion rate. • No. of confirmed bookings through website. • ROI of marketing activities. Measurement of Key Performance Indicators • Use Google Analytics • Automated reports monthly & quarterly. • Ceate Key Performance Indicators summary dashboard on Geckoboard Updating & Modifying • Meet every 6 months to review the progress update and modify the plan were necessary


Humber Royal SOSTAC Marketing Report