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Anastasia Figuera

Josh Fjelstad

Aaliyah Gibbs

Melissa Marcelin

Nathan Perry

Final Project 15-17

April 30 2022

Loyalty Program

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Agenda

Executive Summary
Objectives
Marketing Strategies & KPIs
Digital Channel Plan & KPIs
Retargeting Plan
Paid Search Campaign
Display Advertising Campaign
Social Media Campaign
Automated Workflow Plan

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Executive Summary

Marriott Key is a tier-based points loyalty program that rewards customers with a 10% discount for signing up, and as members accumulate points per booking, they unlock additional incentives.�
There are three tiers to the program, with increasing points multipliers and incentives:

Silver: Earn 2x points for dollar spent
Gold: Earn 5x points for dollar spent
Platinum: Earn 10x points for every dollar spent�

Our main objective is to attract signups for the program by advertising its key benefits, like room upgrades, free nights, and complimentary breakfasts.�
Our secondary objective is to encourage members to book at least one trip annually, which we incentivize through the points system.

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Loyalty Program Data Visualization

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Primary objective: Increase loyalty program signups

Secondary objective: Entice members to book annual trips

Marketing channels:

Paid search
Display advertising
Social media
Email newsletter

Objectives

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Marketing Strategies & KPIs

Paid search

Increase signups for Marriott Key 10% (track CTR and conversion rate of search ads)�

Display advertising

Build brand awareness by increasing landing page visits for Marriott Key (track CTR and CPA) �

Social media

Generate 15% of website traffic from social posts (track landing page conversion rates and source)�

Email newsletter

Increase engagement and rebookings for existing members 25% (track email opening rate and source on website)

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Digital Channels & KPIs

Social

Objective: Increase Engagement

KPI : Conversion Rate

KPI : Site Visits

KPI : Impressions

Email

Objective: Increase Rebookings

KPI : Click Through Rate

KPI : Open Rate

KPI : Conversion Rate

Paid Search

Objective: Customer Acquisition & Retention

KPI : Click Through Rate

KPI : Keyword Ranking

KPI : Conversion Rate

KPI : Evaluation

Display Advertising

Objective: Build Brand Awareness

KPI : Click Through Rate

KPI : Open Rate

KPI : Conversion Rate

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Landing Page Wireframe

The landing page is the central hub that all of our marketing efforts drives toward. Its layout touts our benefits and spotlights destinations, which each ladders up to our objectives.�

Multiple CTA buttons encourage visitors to sign up for the program and allows us to track which placement is most effective and optimize toward that.�
The header carousel showcases different hotel locations so we can track which ones visitors engage with the most and we can retarget them with related deals.�
We can use the destinations visitors most often search for to inform what kind of deals/upgrades we offer, and which destinations to spotlight.

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LOGO/

HOME

HOTELS & RESORTS

BENEFITS

OVERVIEW

REGISTER/ LOGIN

IMAGE CAROUSEL OF BEAUTIFUL HOTEL LOCATIONS

SILVER TIER BENEFITS

CTA (JOIN NOW)

GOLD TIER

BENEFITS

PLATINUM TIER BENEFITS

HOTELS & RESORTS

PROGRAM BENEFITS

REGISTER/LOGIN

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FOOTER

REGISTER/ LOGIN

SOCIAL ICONS

APP ICONS

DESTINATION SEARCH

DESTINATION SPOTLIGHT IMAGE

DESCRIPTION + AMENITIES AT SPOTLIGHTED DESTINATION

CTA (JOIN NOW)

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Paid Search Campaign

Our search campaign has two objectives:�

Increase signups for the loyalty program
Increase annual bookings�

It has two audiences:�

Empty Nesters
Dual Income No Kids (DINKs) couples

Empty Nesters

Increase Signups

Account

Increase Bookings

DINKs

Empty Nesters

DINKs

Keywords

Ad

Landing Page

Ad

Landing Page

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Keywords: DINKs

Short-tail Keywords	Long-tail Keywords
Vacation destinations	What vacation should i go on
Hotels and resorts	Vacation destinations for young couples
Hotels and suites	Best vacation destinations new couples
Suites	Best vacations for couples 2022
Adults Only Resorts	Best adults only tropical vacations 2022
Marriott Rewards	Luxury stays on upper middle class budget
Marriott Points Valuations	All Inclusive hotel stays
Marriott Rewards Program	Best hotels and resorts
Marriott Rewards Levels	Best Vacations for your honeymoon
Vacation for couples	Honeymoon vacation packages

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Keywords: Empty Nesters

Short-tail Keywords	Long-tail Keywords
Older couple vacations	What vacation should I go on
Hotels and resorts	Vacation destinations for older couples
Hotels and suites	Best vacation destinations couples
Suites	Best vacations for couples 2022
Resorts	Best tropical vacations 2022
Marriott Rewards	Luxury vacations for older couples
Marriott Points Valuations	All Inclusive hotel stays
Marriott Rewards Program	Best hotels and resorts
Marriott Rewards Levels	Best hotels and resorts in the world
Vacation for couples	Best travel destinations 2022

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Search Ads: Empty Nesters

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We will use the retargeting program when one of our loyalty program members have not been active on their account in four months. They will be sent an ad highlighting great deals around the world as well as an offer for an extra 1000 points for their next reservation.

Retargeting in this way helps the campaign objectives because it will increase new customers and retain old customers while increasing their chance of amount spent on our hospitality services.

Our retargeting ad is an email sent directly to customers and potential customers who have shown interest before.

Retargeting Plan

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Brenda,

HiattBrenda@gmail.com

*booking personalized for customer*

Retargeting Ad

To:

From: key@marriott.com

Subject: Great Deals for Your Dream Vacation!

We wanted to make sure you don’t miss out on these amazing deals for your dream destinations! Book Now and receive an extra 1000 points for your next reservation. Take a look at our newest deals below:

Discounted Stays:

Log in to your account:

�ID: HiattBrenda

Password: xxxxxx

Unlock your dream vacation,

Marriott Keys

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Marketing Funnel

Awareness

Engagement

Evaluation

Conversion

Advocacy

Channels used: Facebook, Instagram

Channels used: Search

Channels used: Main Website

Channels used: Email

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Our primary target audience is upper-middle class parents of adult children who are on the cusp of or currently retired.�
The imagery for the ads uses a mix of exotic locales and our hotels, so they pop off the page the user is on.�
The copy encourages users to sign up for the program by explaining the benefits of it.

Display Ad Campaign

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Display Ad Campaign

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Social Media Campaign

Platform 1: Facebook�
Campaign Objective: Entice members to book annual trips�
Audience Targeting: Empty Nesters, 45+ Age Group, Household Income Top 30% �
Placements: Photo Ads, Carousel Ads

Budget: $303.00

Marriott Key

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MarriottHotels

Social Media Campaign

MarriottHotels

Platform 2: Instagram�
Campaign Objective: Increase loyalty program signups

Audience Targeting: Empty Nesters, 45+ Age Group, Household Income Top 30% �
Placements: Photo Ads, Video Ads (Reels)

Budget: $303.00

Nathan

Which ad format (image or video) did you choose and why? We chose photo- & video-based content to showcase the kind of rewards we offer, to inspire users to want to sign up for Marriott Key. We added video for Instagram because the platform optimizes its feed toward video content or “Reels” and it allows us to make longer form content.
How will your ad creative tell a story about why employees and customers love your company?�Our creative shows off different beautiful backdrops with people providing the kind of great service you can get by signing up for Marriott Key, and depending on the campaign our copy on and off the imagery lists out the program’s benefits/rewards.
How are your ad creative and post copy tailored to social media and, specifically, this platform?�We kept the copy short, like most posts on Instagram, and focused on the benefits Marriott Key provides, encouraging users to sign up for the program.

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Potential Data Exchange

User Behavior	Tracking	Data Source
Clicks on Facebook ad	Link click	Facebook
Clicks on Instagram ad	Link click	Instagram
Subscribes to newsletter	Form completion	Website
Opens email	Email click	Mailchimp
Opens link in email	Link click	Tracking code
Views Benefits Overview page on website	Page view	Website with tracking code
Signs up for loyalty program	Form completion	Website
Books hotel	Form completion	Website with tracking code

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Automated Workflow Plan

User Searches “Vacations for Couples”

Social Ad for Marriott Key Loyalty Program

Clicks on Social ad - triggers tracking link

Webpage for Marriott Key

User gets pop-up soliciting email signup for more info

Submits Email to enquire for more information - triggers transfer of data via API to email system

Immediately

Moved into No Sign Up retargeting segment

Email of more information

Complete Sign up for the loyalty program - triggers data collection from website to analytics

Reservation/ Confirmation page

Booking of Vacation

complete

Moved into No Booking (Lead Nurturing) retargeting segment

Three Days Later

Retargeting Email With 10% off Discount code

User clicks through email link to use discount code

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Bonus: Data Dashboard

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Next Steps

We will set up another meeting with stakeholders to re-assess the impact of this campaign and its potential output for our goals after seeing quarterly performance.

Getting immediate approval is the utmost importance for the campaign to begin as it’s ideal to activate it for the summer.

We want to make sure that the budget is optimized efficiently for the initial campaign that we have set now but may have to pivot based on results.

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Anastasia Figuera

Josh Fjelstad

Aaliyah Gibbs

Melissa Marcelin

Nathan Perry

Final Project 15-17

April 30 2022

Thank you.

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Appendix

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Appendix—Google Search Ads: Empty Nesters

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Appendix—Google Search Ads: Empty Nesters

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Appendix—Google Search Ads: Empty Nesters

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Keywords for Ad Groups 1 & 2

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Appendix—Google Search Ads: Empty Nesters

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Goal: Generate subscriptions for the loyalty program.

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Appendix—Google Search Ads: Empty Nesters

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Goal: Increase bookings to encourage annual trips.

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Appendix—Google Search Ads: DINKs

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Appendix—Google Search Ads: DINKs

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Appendix—Google Search Ads: Empty Nesters

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Keywords for Ad Groups 1 & 2

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Appendix—Google Search Ads: DINKs

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Goal: Generate subscriptions for the loyalty program.

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Appendix—Google Search Ads: DINKs

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Goal: Increase bookings to encourage annual trips.

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Appendix—Google Display ads

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Appendix—Google Display ads

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Appendix—Google Display ads

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Appendix—Google Display ads

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Appendix—Google Display ads

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Appendix—Google Display ads

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Appendix—Google Display ads

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Appendix—Google Display ads

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Appendix—Google Display ads

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Appendix—Google Display ads

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Appendix—Google Display ads

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Appendix—Social Media ads (Facebook)

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Appendix—Social Media ads

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Marriott Key

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Appendix—Social Media ads (Instagram)

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Appendix—Social Media ads

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MarriottHotels

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The Business

Business Category: Hotel

Company Name: Marriott

Brief description: Tier-based points program that rewards customers with a discount for just signing up, and continues to build the more often they book, both through the points and additional incentives like free nights and room upgrades.

Value Proposition: Our loyalty program differentiates itself from competitors because we offer a straightforward points system that has unique bonus features, like free nights.

Marketing Brief

The Scenario

In the past, our marketing team has averaged a 20% 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 to 0%.

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.

The 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.

Loyalty Program Name

Marriott Key

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The Data

Marketing Brief

Persona name	Demographics	Life circumstances	Motivations and considerations
Example - Brenda C. Hiatt	Age - 47 Pronouns - (she/her/hers) Income - $150K HHI Education - Bachelor’s Degree Location (city, suburbs, rural) - Suburbs	Work experience level - Senior Manager Relationship status - Married Parent status - Empty nester	Values relaxation Affordability Comfortability To go places that they couldn’t go earlier in life Spending free time with spouse New Experiences

Our top customers are represented by Brenda C. Hiatt. Our product makes their lives better because:

All-inclusive hotels & resorts allows for safety and inclusivity without having to leave.
A tiered reward program, appealing to different budgets with scaled rewards.
Relaxation in many different bespoke destinations that offer memorable experiences without the headache.

Our Customers (place your persona details below)

Our Brand

Emotion	1-2 words that describe your brand’s emotion	Serene confidence
Tone	1-2 words that describe your brand’s tone	Relaxed and at ease
Color	Choose 2-3 colors that your brand uses	Black, Peach, Sage Green