Nitasha Tiene Elina Vodogreeva Lakshmi Srinivasan Marisela Garcia Mason Rankin
�Live your best life with ViZaza!
ViZaza is an exceptional loyalty program that entices new customers to experience our luxury hotel services, while also incentivizing our current customers to remain loyal and spread the word about our brand. Our members enjoy
Earn 5 points for every dollar spent on eligible food and beverage purchases at Zaza hotel restaurants and bars.
Each confirmed night, each member and friend earn reward points and receive discount offers.
PROGRAM OBJECTIVES
Z A Z A L O Y A L T Y P R O G R A M
Program Objectives – Awareness
Current State:
High Impressions, Low CTR
Marketing Strategy proposed:
With ViZaza, we are targeting new customers at the top of our conversion funnel, sharing the benefits of Zaza services which will improve awareness and push them down the conversion funnel bringing them closer to generate revenue.
Objectives:
Metrics (Google Analytics):
Objectives of the Program – Awareness (cont’)
Objectives of the Program – Increase Revenue
Objectives of the Program – Increase Revenue (cont’)
Current State:
Hotel Zaza’s revenue is less than 10% in most channels.
Low Net Revenue, Low CVR
Marketing Strategy proposed:
Target customers in the consideration level of our conversion funnel, persuading them to use Zaza services, increasing revenue. With the new program, we aim to achieve an AOV of at least $500 and 15% increase in room bookings.
Objectives:
Metrics (Google Analytics):
DIGITAL MARKETING PLAN
Z A Z A L O Y A L T Y P R O G R A M
Paid Search
Display
Digital Marketing Plan – Channel Mix Utilization
Digital Marketing Plan – Channel Mix Utilization
Digital Marketing Plan – Channel Mix Utilization
Marketing Funnel Vision
Digital Marketing Plan – Channel Wise Objectives and KPI
Channel
Reduce CPA by 30% by the end of 1Q of the marketing campaign.
CVR, CPA, ROAS
Increase CTR to the benchmark’s average of 0.47% and reduce CPA by at least 20% by the end of the 1Q.
Reduce CPA by at least 25% by the 2nd Q by optimizing target audience and Ad copy.
Achieve at least 150% ROAS by the 2nd Q using the retargeting strategy and mentioning the loyalty program in Ads.
Increase CVR by 20% by the end of 2nd Q.
Google Search
Google Display
Instagram and Facebook
CTR, CPA
CTR, CVR, CPA
ROAS, net Revenue, CVR
CTR, CVR, Revenue
Google Ads reports/ Google Analytics
Google Ads reports/ Google Analytics
LinkedIn reports/ Google Analytics
Reports in Facebook Ad manager/ Google Analytics
Mailchimp, link clicks (tracking codes)/ Google Analytics
Objective
KPI
Tracking
MENU
V Locations
Availability
H O T E L Z A Z A
ZAZA LOYALTY PROGRAM: EVERYONE IS ROYAL
Enroll Now
ViZaza Login
Be A Royal Exclusive Hotel Rewards Await You
Love a red carpet? Let us roll it out for you! Register as ViZaza member and be rewarded. Free nights now include valet parking for one vehicle!
HOTEL CREDITS
PREFERRED RATES
PRIORITY CHECK-IN
PERSONALIZATION
WELCOME AMENITY
POINT SYSTEM
ZASPA DISCOUNT
MEMBERSHIP LEVELS
ViZaza EVENTS
HOTEL CREDITS
PREFERRED RATES
PRIORITY CHECK-IN
HOME
LOCATIONS
MEETINGS
WEDDINGS
ZASPA
OFFERS
FAQ
Hotel Zaza © 2023 All Rights Reserved
Hotel Website Design By Zaza Marketing
MENU
V Locations
Availability
ABOUT US
CONTACT
LOYALTY
CAREERS
POLICIES
Submit
First name*
Last name*
Email*
GET EXCLUSIVE OFFERS & INSIDER INFORMATION ON THE LATEST EVENTS
AUSTIN
DALLAS
HOUSTON
MENU LOCATIONS
SEARCH CAMPAIGN
Z A Z A L O Y A L T Y P R O G R A M
Search Campaign Structure
Search Campaign Objective: Reduce Cost by 30% by the end of Q1 by introducing new loyalty program.
Search Campaign Structure
New Customer (Etienne)
Zaza / Vizaza
Loyalty Program landing page
Loyalty Program landing page
Business Travel
Leisure Travel
(Houston, Dallas, Austin)
(Austin, Dallas, Houston)
Ad 1
Ad 2
Ad 3
Ad 4
Keyword
www.hotelzaza.com/speciale…
Hotel Zaza
Search Campaign – Business Travelers
Keywords
Hotel Zaza
Search Campaign – Leisure Travelers
RETARGETING PROGRAM & DISPLAY CAMPAIGN
Z A Z A L O Y A L T Y P R O G R A M
When | From awareness to retention stage
How | Meta Ads
Campaign 1 : Targeting Audience who have visited the site in the last month or have shown an interest in hotels in the cities, where Zaza Hotels are located or competitors with similar prices per night (Top of funnel)
Campaign 2 : Targeting current list of customers who have utilized Zaza’s services in the past (Bottom of funnel)
Retargeting Program – Campaign I
DISPLAY ADS
Z A Z A L O Y A L T Y P R O G R A M
Objective
“Increase CTR to the benchmark’s average of 0.47% and reduce CPA at least by 20% by the end of the 1Q’’
How | Google Display Ads
Who | Our existing audience, interested in services:
Display Ads – Audience Targeting
Display Ads – Audience Targeting Examples
Z A Z A L O Y A L T Y P R O G R A M
Objective | Reduce CPA by at least 25% by the 2nd Quarter by optimizing target audience and Ad copy.
Audience | Business travelers interested in:
Placements & Ad Format�Sponsored Content Ad and Lead-gen forms
We are using these placements because this is visually enticing and hence would likely be noticed more.
Your Name
@yourname
Add user pic
Place image here.
Our executive suites, available for any high-profile event! Book your next stay and rest in royalty with us in Houston.
HotelZaza
80,000 followers
2d
hotelzaza.com/specials/bookings
Book Your Next Event!
Social Media - LinkedIn
FACEBOOK & INSTAGRAM
Z A Z A L O Y A L T Y P R O G R A M
Objective
Audience targeting By interests and behavior, Website visitor's, and Customer list (not a loyalty member)
Placements: Manual
Instagram and Facebook Stories and Reels,, Feed, and Explore
Reel and Stories are more engaging and hence they would be the best option to attract new customers.
Ad format: Single image
Social Media – Meta Ads
Place image here.
AUTOMATED WORKFLOW PLAN
Z A Z A L O Y A L T Y P R O G R A M
Customer Nurturing will be the primary goal of this campaign automation.
Users will be tracked through their interactions with ads, website pages, and emails to move them through different segments.
Through the automation, the user will be placed into three segments:
Workflow Diagram
Next Steps
33
Thank You
34
Thank you
BONUS
Bonus: Data Dashboard Visualizations
APPENDIX - MARKETING BRIEF
Z A Z A L O Y A L T Y P R O G R A M
Z A Z A L O Y A L T Y P R O G R A M
Nitasha Tiene Elina Vodogreeva Lakshmi Srinivasan
Marisela Garcia Mason Rankin
BRIEF.
Combining the luxurious ambiance of a resort with the captivating style of a boutique hotel and comfort of home, Hotel ZaZa invites travelers to a unique sensory experience.
VALUE PROP.
To strike the perfect balance between refinement and relaxation for business and leisure travelers alike.��SCENARIO.
In the past, our marketing team has averaged 833% ROAS across all channels in our funnel. However, recently, marketing costs have gone up, while the average amount each customer spends has stayed the same, dragging our ROAS down.
Our company’s head of marketing has decided that the best tactic to increase customer spending is through a loyalty program. The hypothesis is that by creating incentives and rewards for customers, you can increase the number of times customers make purchases.
Marketing Brief
SOLUTION.
The best way to make advertising profitable again is to increase the average sale amount per customer. We decided that the best tactic to achieve our goal is to create a loyalty program. Our hypothesis is that by creating incentives and rewards for customers, we can increase the number of times customers come into the store and make purchases.
Introducing our Zaza Loyalty Program! ViZaza
THE DATA.
Marketing Brief
THE DATA.
Marketing Brief
PERSONA I. - ETIENNE BARG-TOWNSEND
Marketing Brief
35 | Female | Principal Litigation Director for ‘Cravath, Swaine & Moore, LLP’�Interests Include:
BIO. �Etienne Barg-Townsend is a successful Principal Litigation Director based in New York City, who obtained her Master's in Law degree from Cornell University. She is married but does not have children, which allows her to focus on her interests outside of work, including her passion for contemporary art. Etienne is highly organized and efficient in managing her time. She is respected in her industry for her professionalism and attention to detail, and often incorporates her love of art into her work as well.
MOTIVATIONS + CONSIDERATIONS.
PERSONA II. - WILLIAM MOYA
Marketing Brief
28 | Male | Senior Systems Specialist for the ‘Cisco Systems, Inc.’�Interests Include:
BIO. �William Moya is a technology professional originally from San Francisco, now based in Dallas. He is passionate about creating innovative solutions for businesses and enjoys exploring new destinations, particularly for symbolic photography. His photography has gained a following, and in 2021, he published his first photography book titled “Through My Lens: A Candid Perspective,” showcasing his best work from the past decade. William enjoys discovering exclusive VIP Personalized Services, whether it's a luxury hotel or a high-end dining experience.
MOTIVATIONS + CONSIDERATIONS.
IN CONCLUSION.
Marketing Brief
Our top customers are represented by Etienne Barg-Townsend and William Moya, and our product makes their lives better in several ways. Firstly, we offer a range of incentives such as complimentary valet parking, discounts, and getaway bundles for some much-needed rest and relaxation. Secondly, our loyalty program provides one free night stay each year, with the ability to earn redeemable points for even more free stays and/or exclusive visits to our restaurants and galleries. Lastly, we prioritize our customers' comfort and satisfaction, ensuring that they receive the highest level of service and attention to detail at all times.
THE BRAND.
Marketing Brief
CLASSY
EXCLUSIVE
EMOTION
TONE
FORMAL
ELEGANT
FORMAL
ELEGANT
CLASSY
EXCLUSIVE
CLASSY
EXCLUSIVE
FORMAL
ELEGANT
COLOR
Digital Marketing
APPENDIX
Z A Z A L O Y A L T Y P R O G R A M
Appendix—Google Search Ads
Provide screenshots that show how you set up paid search campaigns. Include budgets, campaign settings, audience demographics, etc.
48
Appendix—Google Display Ads
Provide screenshots that show how you set up paid search campaigns. Include budgets, campaign settings, audience demographics, etc.
Display Ad Vizaza Loyalty Campaign
49
Appendix—Social Media ads
Provide screenshots that show how you set up paid search campaigns. Include budgets, campaign settings, audience demographics, etc.
Retargeting - Facebook ViZaza Retargeting Screenshots
50
Appendix—Social Media ads
Provide screenshots that show how you set up paid search campaigns. Include budgets, campaign settings, audience demographics, etc.
51
Appendix—Automation and Workflow
52