Task: Development of a marketing strategy for a recreation and wellness complex
Goal
Increase the number of bookings and profits of the complex by building a comprehensive marketing system.
What needs to be done
1. Analysis
* analysis of the complex
* competitor analysis
* target audience analysis
* SWOT analysis
* identification of strengths and weaknesses
2. Marketing strategy
Develop a promotion strategy for:
* Google Search
* Google Performance Max
* Google Display
* Facebook
* Instagram
* TikTok
* YouTube
* Telegram
* Email marketing
* SEO
* affiliate programs
* travel catalogs
* OTA (Booking.com etc.)
* PR and other customer acquisition channels.
For each channel, it is necessary to determine:
* goal
* budget
* expected result
* KPI
* launch timelines.
3. Content strategy
Develop:
* content plan for the website;
* content plan for Facebook;
* content plan for Instagram;
* content plan for TikTok;
* content plan for YouTube.
Determine:
* publication frequency;
* categories;
* topics;
* seasonality;
* video content;
* articles;
* photographs;
* Reels;
* Stories.
4. Website development strategy
Determine:
* which pages need to be created;
* which articles to write;
* which categories need to be developed;
* SEO strategy;
* internal linking;
* improving website conversion.
5. Sales funnel
Describe the customer journey:
* first contact;
* introduction to the brand;
* interaction;
* booking;
* repeat booking;
* recommendations.
6. Advertising
For each advertising channel, it is necessary to determine:
* budget;
* target audience;
* creatives;
* offers;
* expected cost per lead;
* expected cost per booking;
* forecast of results.
7. Analytics
Set up or describe:
* Google Analytics 4;
* Google Tag Manager;
* Meta Pixel;
* call tracking;
* booking tracking;
* UTM tags;
* cross-channel analytics.
8. Financial model
Calculate:
* CAC (customer acquisition cost);
* CPL;
* CPA;
* ROAS;
* ROI;
* ROMI;
* average check;
* LTV;
* break-even point of advertising;
* acceptable cost per booking.
9. Work plan
Build a step-by-step plan for:
* 3 months;
* 6 months;
* 12 months.
With indications of:
* priorities;
* budget;
* executors;
* KPI.
Expected result:
Upon completion of the work, a document should be provided that contains:
* complete marketing strategy;
* step-by-step implementation plan;
* financial calculations;
* calendar of marketing activities;
* return on investment forecast;
* recommendations for the team;
* recommendations for the advertising budget.