DIGITAL MARKETING PLAN RAISE BRAND AWARENESS FOR AUSTRIA WITHIN NEW DEMOGRAPHICS
Kathrina Denk Academy Xi Digital Marketing Intermediate Online March 2020
SUMMARY / GOALS The Austrian Tourist Office in Australia is currently targeting an older demographic with its marketing activities. Especially in this unprecedented time it is important to reevaluate the ways to spend marketing budget. The older demographic might wait longer to pick up overseas travel because they are part of the risk group. Therefore it is essential do broaden the target group and develop a new campaign for a younger target group. Targeting a younger demographic also opens up the opportunity to acquire new Austrian partners (destinations, hotels, restaurants, vineyards etc.) • • • • • • •
Value Journey Canvas & Customer Journey Proto Persona Content Plan SEM Keyword Research Plan Social Media & Automated E-Mail Campaign Competitor Analysis Google Trends
VALUE JOURNEY CANVAS Aware Google Search, Word of Mouth, influencer (Instagram, blogs etc.), Social Media, Newspaper/Magazines
Advocate & Promote Customer tells family and friends; actively shares social media posts, buys Austrian wine, cooks recipe for family/friends
Engage Engaging and informactive content on website, videos, podcast
Excite Customer has been listening to a podcast episode or watched a video she/he enjoys. It is important to keep creating more content to keep them engaged.
Subscribe Create a profile on website in order to save “points of interests”. These saved POI get sent via automated email to user. Pop up newsletter subscription window on website, social media lead generation
Convert Information about “how to get there” (which airlines, closest international airport, train stations, car rentals); best hotels; list of trusted travel agents that are familiar with Austria
PROTO PERSONA NAME/AGE Julie Miller, 38 yo LOCATION/LIVING SITUATION: owns 3-bedroom unit with her husband in Pyrmont, Sydney RELATIONSHIP STATUS Married, no kids EDUCATION Masters degree in International Business PROFESSION: Marketing Manager for arts institution INCOME: A$ 140,000 per year PERSONAL DEVICES iPhone X, iPad Air SHARED DEVICES MacBook Pro
BEHAVIOR Julie is very ambitious when it comes to her career goals. She works hard in order to be able to treat herself on her days off with things that she enjoys, e.g. going for bush walks with her husband or girlfriends, cooking healthy meals, going out for brunch or dinner. Julie often has to work on weekends and doesn't have a routine. MOTIVATORS Health is a big part of Julies life. She has a membership at a local yoga & pilates studio and likes to go for runs to clear her head. Julie is very conscious about sustainability and the environment. She uses local produce wherever she can and researches online about products she buys.
SOURCE OF INFLUENCE active on social media, likes to share experiences with her friends and family online, shares interesting content she finds online; Listens to podcasts about various topics, e.g. self development, health, marketing trends etc.; reads news online during the week (online subscription for SMH); on weekends dives a bit deeper into the SMH website Ă lifestyle/travel section Holiday planning: decide the location together but Julie does research about accommodation, activities, restaurants etc. Likes to immerse herself into the local culture; active; curious to try new things. She looks at blogs, travel magazines, Instagram and Pinterest.
CUSTOMER JOURNEY Subscribe Create a profile on website in order to save “points of interests”. These saved POI get sent via automated email to user. Pop up newsletter subscription window on website, Social media lead generation
Aware Google Search, Word of Mouth, influencer (Instagram, blogs etc.), Social Media, Newspaper/Magazines
Enter Website/Campaign Landingpage • Images • Font • Colour • mobile optimised • easy navigation • Clear headlines/intros
Advocate & Promote Customer tells family and friends; actively shares social media posts, buys Austrian wine, cooks recipe for family/friends
Engage To keep website visitors engaged it is important to deliver content that resonates with more them. We do not want to create basic content about where to go but concentrate on WHY. Deliver stories visitors can relate to on a personal level (send out personal messages)
CONTENT PLAN WEBSITE CONTENT During this time we want to provide content for people to escape the reality - even if it is only for a few minutes. The written content should be inspirational & informative and accompanied by virtual experiences. This will make it easier for the audience to imagine themselves in a different location, e.g. walk through palaces, enjoy views from Austria's highest peaks, stroll through markets etc. Content should not only be about Austria but also how to bring Austria to your home during COVID-19 time. Wishlist Create profile on website to save articles, images, videos, podcasts etc.
General content ideas • Sustainable hotels, restaurants • Feel like a local/Learn from locals (make your own herbal tea, make your own cheese, sunrise walks • Places to visit in Austria if you call yourself a foodie (restaurants, cooking classes etc.) • Best ways to experience local culture in every province
VIDEO PORTRAITS Short videos (3min for Website, 1min for Social Media) of locals showcasing their unique stories and passion about Austria (also about what she/he misses most during isolation. Possible protagonist: hiking guide, mountain hut owner, designer, vintner, street artist, chef, craftsman, cafe owner;
Ideas for content during COVID-19 • 360-degree videos of hikes etc. • Interviews with locals: what are the things locals dream about doing in isolation/the first things locals will do when they can go out again (have coffee at xxx; climb xxx mountain; have dinner at xxx) • Recipes of Austrian specialities • Movies to watch during isolation that make you feel your in Austria
PODCAST Similar to the video portraits, one protagonist telling her/his story but it should go deeper than the videos. The protagonist does not need to be Austrian. It can be for example an Australian vintner growing Gruner Veltliner wine (Austrian grape) and what inspired him to do so. Episodes should be between 10 - 15min.
KEYWORD RESEARCH PLAN – SEO/SEM KEYWORD european countries to visit europe trip
Avg. monthly search
KEYWORD
Avg. monthly search
10
austrian alps
320
590
austria hiking
10
travelling to austria
10
where to travel in austria
10
austria travel tips
10
places to visit in austria
50
places to see austria
10
best place in austria to visit
10
best sights in austria
10
things to see austria
10
what to see in austria
20
best cities in austria to visit
10
graz austria things to do in salzburg traveling to vienna things to do in vienna
480 210 10 590
where to go from vienna
10
innsbruck austria
590
visit innsbruck austria
10
winter holidays in austria
10
skiing in austria
110
top austrian ski resorts
10
SOCIAL MEDIA CAMPAIGN The social media campaign will have different stages/topics and will target three different audiences: 1. based on location, age and interests. 2. based on website traffic (using Facebook Pixel installed on campaign pages on website) 3. lookalikes of website visitors Channels • Facebook (posts) • Instagram (posts & stories) • LinkedIn (posts – informative/interesting facts)
Campaign goals: Reach, Traffic, Engagement Content #1 – Reach We miss you. #austrianhomestoris Virtual experiences that allow you dreaming about being in Austria. #2 - Reach Places to put on your travel bucket list #3 – Reach (views) Austria through the eyes of a local (video portraits, podcast episodes) #4 – Traffic/Views Bring a bit of Austria to your home #5 - Leads
AUTOMATED EMAIL CAMPAIGN Campaign #1 (website & social media leads)
Campaign #2
When user visits website a pop up window will appear on the second page the user visits. This guarantees that the user is interested in our content and is more likely to sign up. During the sign up process the user can select different topics he is interested in: hiking, nature, cities, culture, winter, all of the above. Two days after signing up via the pup up on the website the use receives and email with virtual experiences to get inspired based on their preferences. If they have selected specific topics they will receive content tailored to their selection. If no selected preferences the user will get general inspirational (virtual) content about Austria and how to bring it to his/her home.
If a user created a profile on the website to save articles and to create an itinerary the user will get an automated email with his preferences and further suggestions based on what has been selected. The user also has the chance to download the saved articles as a PDF.
Social media leads have the will get general inspirational content about Austria and how to bring it to his/her home.
The main goal of the email campaign is to keep subscribers engaged, updated and inspired during this difficult time. Recipes, podcasts and videos keep them entertained end excited.
COMPETITOR ANALYSIS Austria’s strongest competitors are the surrounding countries: Switzerland, Germany, Italy and Franc. Slovenia is one of the rising competitors with more marketing budget for the Australian market.
Currently our competitors try to keep their target market engaged and inspired. •
In regards to winter/skiing holiday North America is another strong competitor. Although they are competitors, during this unprecedented time it would make sense to co-operate with other tourist boards and launch a joint campaign to regain trust of Australians in Europe. It would make sense to create joint content on how visitors can make most out of their Europe trip when it’s safe again.
•
Switzerland Tourism, France Tourism and the German Tourist Office have started an online campaign on their owned channels (website and social media) Tourism Italy started a campaign on social media but does not have website content
GOOGLE TRENDS
GOOGLE TRENDS