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AMB330 Community Management Portfolio Assessment 3

Name: Grace Manu Student Number: N9296280 Word Count: 1231

Grace Manu AMB330 Community Management Portfolio

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Table of Contents 1.0 Introduction ....................................................................................................... 3 2.0 Social Media Strategy ........................................................................................ 4

2.1 Target Audience and Social Media ............................................................................ 4 2.2 Marketing Objectives and Campaign Goals .................................................................... 4 2.2 Content Pillar Recommendations .............................................................................. 5

3.0 Campaign .......................................................................................................... 6 3.1 Campaign Dates ....................................................................................................... 6 3.2 Campaign Calendar ........................................................................................................ 7

4.0 Examples of Escape Travel Content Creation ..................................................... 8 4.1 Instagram via. Facebook ........................................................................................... 8 4.2 Blog Post .................................................................................................................. 9 4.3 EDM ....................................................................................................................... 10

5.0 Digital Portfolio ................................................................................................. 11 6.0 Reference List .................................................................................................. 12


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1.0 Introduction Escape Travel should endeavour to utilise the abundance of online digital platforms

available to its advantage. Studies conducted by the Australian Communications and Media Authority (2016) have demonstrated how this target demographic of over 45

years of age are still extensively savvy online. Hence, key consumer insights that has been previously identified in the digital audit will aid in guiding a 4-week marketing campaign: The Escape Travel customer is 45 years and over, values personalized interactions

and high quality customer service. The target consumer are large email users and

prefer devices such as desktop computers, laptops and tablets over smartphones.

There is no doubts social media can enrich a business’s brand recognition and customer base and thus Escape Travel would benefit in incorporating its Facebook, EDM’s, blog, Instagram, YouTube and the current website into the “tailor-made holidays” online marketing campaign.


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2.0 Social Media Strategy

2.1 Target Audience and Social Media As Escape Travel prides itself in offering a 24/7 customer service network and a fully tailor-made holiday experience, the 45 and over age demographic or ‘Baby Boomers’

and ‘Generation X’ has been identified as the suitable target audience. This demographic is commonly retired, has no outstanding mortgage and no longer has children living at home (Escape Travel, 2017, p.5). Further research into the online

habits of this specific age group have suggested that because the target audience are

more likely to be retired, many use social platforms between 9:00am and 4:00pm during the middle of the day (Zikuhr, 2012). Data collected by the Australian Communications and Media Authority (2016) and Australian Bureau of Statistics (2013) also demonstrate that this age range are excessive users of emails and favor devices such as desktop computers, laptops and tablets over smartphones. Therefore, desktop social applications will be the foremost appropriate form of content sharing. These include Facebook, EDM’s (electronic direct mail) or e-mails, and blog posts via the website. It should also be acknowledged that many social platforms for devices including Instagram are now available via desktop and should be integrated into the campaign on a lesser scale.

2.2 Marketing Objectives and Campaign Goals As outlined in the client brief, Escape Travel’s primary marketing objective is to increase the current brand recognition within the target audience. This should ultimately achieve

an upsurge in new clientele and an overall increase to sales.

In order to run a smooth and successful online campaign, it important that social media reach and effectiveness of content is being measured and monitored during the 4-week period. Thus, the following social media goals and objectives have been created

in alignment with the target audience to measure the successfulness of the online campaign:


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• Increase in ‘likes’ to Facebook page and posts • Rise in hits to YouTube view count

• Growth in EDM subscriber list

2.2 Content Pillar Recommendations In order to create a successful campaign, it is vital that all content created is relevant towards the overall Escape Travel brand and vision. According to Hoffman’s (1996, p. 59) framework, inconsistent content can cause confusion and have adverse effects in

creating brand awareness for the company. By creating three relevant content pillars, all social content remains appropriate and consistent with travelling for over 45’s. The following content pillar recommendations have been developed in accordance with the

target audience’s interests and uses of social media.

Content Pillar 1- ‘Over 45’s’

This content pillar is the most consistent with the age group of the target audience and focuses on shared content that surrounds the luxury travelling aspect and tailor-made holidays of Escape Travel. Content could include a blog post that outlines the benefits and joy of travelling when retired.

Content Pillar 2- ‘Travel Deals’ The deals pillar will include Escape Travel’s current promotions and deals during the campaign period. It is important to include this pillar as deals will attract target

consumers who have already commenced an information search. Content could

include a Facebook post with a call to action. Content Pillar 3- ‘Destinations and Inspiration’

Destinations and Inspiration is the most visual content pillar and could include inspirational photographs of couples over 45 who have travelled to beautiful destinations together. Content may include an Instagram post linked to Facebook of a mature age couple at a travel destination.


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3.0 Campaign

3.1 Campaign Dates As google trends shows, since 2011, the largest online web search period for the term

‘holidays’ is from November to January during the Christmas holiday period.

Figure 1: Google Trends ‘holidays’ over the past 5 years However, as these dates coincides with the Australian school holiday period, many retired couples over 45 may choose to travel outside of these dates. Therefore, a 4-week campaign that runs from December to January would be appropriate given the holiday spirit and atmosphere that has many Australians longing for a break during this

time. These dates also allow an appropriate time frame for the target audience to plan a holiday following the Christmas period with an Escape Travel consultant.


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3.2 Campaign Calendar Furthermore, alike the content pillars, the campaign calendar should also be in

alignment with the online habits of the identified target audience. Recent findings from the Journal of Hospitality Marketing & Management (2009, p. 258) have shown that consistency and routine are an important aspect to the daily lives of ‘Baby Boomers’ and ‘Generation X’ and therefore the times and days that content is posted should

reflect this. Content pillars should be grouped by day across all social media platforms and remain the same over the 4-week campaign period. Timing of posts should be

scheduled to ensure the most prevalent engagement within the target market. As research shows these periods are between 9:00am and 4:00pm each day, posts should be arranged between these time frames.

Table 1: Campaign Calendar (Post times and content pillars groups)


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4.0 Examples of Escape Travel Content Creation

4.1 Instagram via. Facebook

These examples are of the destinations and inspiration content pillar posts to Instagram

which can then be linked to post on Facebook. They exhibit the target demographic in photographs of inspirational destinations around the world.


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4.2 Blog Post

A blog post can be extremely beneficial, especially if targeting a more mature

demographic as it allows for a more personal one-on-one connection with customers. This exert is from a blog post in an example of the over 45’s content pillar. In blogs,

persuasive writing can be implemented to appeal to the consumer in a subtler way.


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4.3 EDM

The following is an example of the travel deals content pillar in the form of an EDM.


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5.0 Digital Portfolio https://gracemanu.wordpress.com/


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6.0 Reference List Australian Bureau of Statistics. (2013). Older persons internet use. Retrieved from:

http://www.abs.gov.au/ausstats/[email protected]/Lookup/B10BDF0266D26389CA257C89000E3FD8?opendocument

Australian Communications and Media Authority. (2016). Digital lives of older

Australians. Retrieved from: http://www.acma.gov.au/theACMA/engage-blogs/engage-blogs/Research-snapshots/Digital-lives-of-older-Australians

Escape Travel. (2017). Escape Travel Brief 2017 [Escape Travel Brief]. Retrieved

from: https://blackboard.qut.edu.au/bbcswebdav/pid-6725621-dt-content-rid-7964899_1/courses/AMB330_17se1/Escape%20Travel%20Brief.pdf

Hoffman, D. L., & Novak, T. P. (1996). Marketing in hypermedia computer-mediated

environments: Conceptual foundations. The Journal of Marketing, 50-68. Patterson, I., & Pegg, S. (2009). Marketing the leisure experience to baby boomers and

older tourists. Journal of Hospitality Marketing & Management, 18(2-3), 254-272. Zickuhr, K. (2012) Older adults and internet use. Retrieved from:

http://www.pewinternet.org/2012/06/06/older-adults-and-internet-use/

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