umi Digital Product & service portfolio
Josie Crabtree josie@umidigital.co.uk
Contents Introduction
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Why choose umi Digital?
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Responsive Website Design & Conversion
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Website Maintenance
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Book it With
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Training & Consultancy
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Corporate Identity & Branding
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Social Media Management
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Newsletter
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Phone Call Analytics
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Pay Per Click
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Email Branding
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Two week Website
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Introduction umi Digital are a digital marketing agency who specialise solely within the hotel & travel sector, acting as a one-stop shop for all your digital needs as well as a support arm offering training & consultancy with years of experience to guide your business to achieve direct revenue and optimisation.
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Why choose umi Digital? Our clients choose us for one simple reason: we are experts in the hospitality and travel sectors. Every member of the senior team has a strong background in either hotels or travel, from the CEO who has an extensive background running hotels and hostels both in the UK and abroad, and currently sits on the boards of two travel associations, to our CTO whose family built and then sold a highly successful inbound tour operator, and who himself built and ran a travel agency in Bangkok. Every one of our team has a passion for travel and tourism, and it shows not only in the work we do but in the phenomenal value-add that our clients love us for.
Hospitality & Travel is not our primary market. It is our only market. umi Digital was born in 2010 out of a strong desire to help companies in this exciting sector to achieve one thing: better margins through increased direct revenue. Every one of our services and products is built around that aim and it shows in the results we have achieved for clients. Our clients range from 2-person tour operators to multi-site hotel groups with diverse portfolios. We work best with owners or owner-operators who appreciate our deep understanding of and empathy for their business challenges, and often ask us for advice on business issues beyond digital marketing. With all of our clients we enjoy a strategic partner relationship that extends far beyond the typical supplier-provider status.
Our approach Our extensive and continuous research into the travel consumer’s behaviour has led us to the knowledge that over 50% of all travel-related purchases start on a mobile device, with many user journeys traversing a number of different devices before final purchase. This has led us to adopt a commitment to responsive design as our primary web design approach, marrying our marketing approach around this understanding at the same time to ensure we market to the most relevant people on the most relevant devices.
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A recent study by JiWire1 revealed that, in Q1 2013:
52% of consumers used a mobile device to book travel Multi-device usage is rapidly increasing for travel-related research and purchases 44% of consumers are willing to spend over $500 when booking travel from a mobile device The proportion of consumers using smartphones (48%) and tablets (49%) to research travel purchases was almost equal to the proportion using laptops (56%)
Every single one of our websites is designed to be responsive, which for our clients means that they are not only maximising their potential ROI from every visit regardless of device used, but also means the website is future-proofed for the foreseeable future, saving potentially huge amounts of money on device-specific website variations going forward. Some of our responsive website designs are illustrated below:
We also target our marketing differently depending on which device is being used by the consumer at the time. For example, a mobile user can be attracted to a last-minute deal much more so than a desktop user, who has more time to explore options before committing. As such we aim to target more relevant ads to users based on their position in the multi-screen playing field.
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http://www.jiwire.com/insights
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Responsive website design & conversion
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Why have responsive web? The variety of devices used to search the web are ever increasing. According to Google search results in 2012, the number of searches on mobile devices increased by 120% and tablet-based searches rose by 306%; tablets generated 200% more room nights and 430% more revenue than “pure” mobile devices. In 2013 Google projects searches from mobile devices will experience an increase of 68%, while searches from tablets will increase by more than 180%. Desktop searches will experience a decline of 4%. Figure 1 shows: Tablets are most often a starting point for shopping and trip planning.
(Figure1, www.scribd.com, 2013)
2013 will become the year for 3 screens in hospitality: desktop, mobile and tablet. For a business to maintain 3 separate websites for each device will prove costly and also time consuming. The modern solution to this ever growing issue for companies is the use of a responsive design, a technique whereby a website will adapt (or "respond") to whatever device size and browser the visitor is using. At umi Digital we develop all of our sites in this way. We also build all of our websites on Wordpress, the world's most popular Content Management System, which will allow you to update the site directly after launch. ‘With responsive design, both mobile and tablet optimization is taken care of in one single process’
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Responsive Website Design Process Holding a strong aesthetic website with great content can have a powerful impact within your industry. For most companies within the hotel and travel sector a website is a key channel for revenue and also for showing off the company’s key assets and products. With the ever competing market it is essential that your website can be accessed from multiple devices so that you reach every potential client. Every website build starts with a detailed scoping session with stakeholders, to establish key deliverables, primary calls to action and specialised functionality. Below is our package for the creation of a Responsive Web Design:
Item Planning and project scoping Deep analysis of existing website, extraction of wireframes, scoping of page types, designing information architecture for different device breakpoints, scoping CMS system.
Prototyping Wireframing responsive breakpoints, page renders and other graphical elements. Development Offline rendering of prototypes, CSS/HTML work, compatibility patches, CMS customizations, optimization work. Quality Assurance Testing across multiple devices and scenarios, amending defects and optimizing for accessibility.
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Responsive Website Conversion Process Rather than building a completely new website for a mobile and/or tablet, our approach will take the existing website and convert it into a responsive one which adapts to different device sizes, displaying the existing content in a more optimal way depending on the device. This technique only affects the front-end design of the site. We build all of our websites on Wordpress, the world's most popular Content Management System, which will allow you to update the site directly after launch. We can also work with other software other than Wordpress if required. Item Planning and scoping Analysis of existing website, designing information architecture for different device breakpoints, scoping key pages and agreeing design site map. Prototyping and design Wireframing key pages, designing responsive breakpoints, designing new elements where required and agreeing full key page renders. Development Offline rendering of prototypes, CSS/HTML work, compatibility patches, CMS customizations, optimization work. Quality Assurance Testing across multiple devices and scenarios, amending defects and optimizing for accessibility.
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Website Maintenance
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Website Maintenance Website maintenance is a time-consuming but absolutely necessary process which requires detailed regular attention and a certain degree of technical knowledge. You, however, are busy running your own business and may not be lucky enough to have the time to devote to taking care of your website properly. Our maintenance services are designed to take the headache away from you and free up your time to manage your business, safe in the knowledge that your website is being looked after. Provided your website is powered by Wordpress, we can take over the regular tedious but necessary tasks such as updating the core software and any installed plugins. This is necessary to ensure your site remains secure and does not become exposed to vulnerabilities which can be exploited by hackers. We will also run and maintain regular backups of your site in case of disaster, as well as tweaking its performance regularly to ensure everything runs smoothly at all times. As well as essential maintenance, we will also handle content, technical and design-related updates to your website so you don’t have to worry about breaking things when you want to make a change or add something new. Just give us a call or send us an email and we will handle it all for you. If you need it, we can even host your website for you as part of the package. Our maintenance packages are based on an allocation of time units and number of updates, allocated on a monthly basis. The number of units and updates you require depends on how often your website needs to be updated.
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What’s included All of our packages include the following services, with differences in the allocation of each service between different price levels.
Website changes
Any text, photo or content-related updates Design updates, including CSS and HTML Basic software development, e.g. adding a new field to a post type Uploading files such as PDFs (and creating a link on the site) Creating new pages Altering the navigation menu
Software updates
Updating to latest version of Wordpress to ensure the site stays secure Updating all plugins and managing compatibility with Wordpress version
Backups and security scans
Regular backups of your website Regular security scans to ensure the website is not infected with viruses or malware Spam management
UK-based support
E-mail and telephone support Advanced ticketing system Weekend support available in Gold and Platinum packages
Website hosting (if required)
Secure hosting on our dedicated, UK-based hardware infrastructure Regular backups (in addition to above) and DNS management Free website transfer Optional domain name purchasing (extra charges will apply) Two hosting packages: o Entry package: 1GB disk space, 30GB monthly bandwidth, 1 MySQL database o Enterprise package: 10GB disk space, 100GB monthly bandwidth, 3 MySQL databases
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How it works After selecting your package, you will be given a specific number of hours’ worth of updates per month. Time units are broken into 15 minute blocks, so that is the minimum you will be charged for any given task. At the end of the month, any remaining time units will be carried over to the next month, for a maximum of 3 months. Any additional work will be charged at our standard rate of £65/hour. When you want an update to be made, you can either call us or email our dedicated support system at support@umidigital.co.uk, with details of the update you wish to be made. We will then respond with an estimated delivery time and number of time units required to complete the task. Most updates are completed within 48 hours and often within the same day. Larger updates will take longer but you will be notified in advance of the time required so you can make a decision on whether to go ahead.
Definition of an update Our packages are designed for routine website update tasks and are not intended for bespoke software development. As a broad definition, an update includes anything that can be achieved within your Wordpress installation without drastically altering it. An example of something that would fall outside of the service range would be a brand new eCommerce platform or a bespoke booking engine application, either of which would require a lot more work than any of our packages allocate and would need to be costed separately. In the vast majority of instances this won’t be the case but if you are in any doubt, just give us a call to chat about it.
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Minimum contract 12 months
Designed with the small independent business in mind, this package will ensure you don’t have to worry about your website being damaged and also allows for a few basic content changes every week.
Hours per month
2
Website backups
Monthly
Virus/Malware scans
Weekly
Wordpress Software updating
Weekly
Plugin updating
Weekly
Telephone support
Business hours2
Email-based support
Business hours
Plugin support Spam management Website hosting
2
Updates only Yes Entry
Business hours are 9.30am – 5:30pm GMT, Monday to Friday.
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Minimum contract 12 months
Aimed at businesses for whom their website is a key revenue or sales generation outlet, this package offers more hours and also includes support for installing new third party Wordpress plugins as well as maintaining the existing ones.
Hours per month
5
Website backups
Weekly
Virus/Malware scans
Weekly
Wordpress Software updating
Weekly
Plugin updating
Weekly
Telephone support
Business hours3
Email-based support
Business hours
Plugin support Spam management Website hosting
3
Updates + installation Yes Entry
Business hours are 9.30am – 5:30pm GMT, Monday to Friday.
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Minimum contract 6 months
For businesses whose websites attract a lot of visitors and whose content is regularly updated, this package provides additional security and an extra service level with weekend availability.
Hours per month
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Website backups
Daily
Virus/Malware scans Wordpress Software updating
Daily
Plugin updating
Daily
Telephone support Email-based support Plugin support Spam management Website hosting
4 5
Weekly
Business hours4 Business hours + Weekends5 Updates + installation Yes Enterprise
Business hours are 9.30am – 5:30pm GMT, Monday to Friday. Weekend business hours are 10.30am – 5.00pm Saturday and Sunday
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Minimum contract 6 months
Aimed at businesses for whom the website is the central component, this package offers our top level of security and regular updates, or scope for more significant changes on a regular basis.
Hours per month
25
Website backups
Daily
Virus/Malware scans
Daily
Wordpress Software updating
Daily
Plugin updating
Daily
Telephone support
Business hours + Weekends6
Email-based support
Business hours + Weekends7
Plugin support Spam management Website hosting
6 7
Updates + installation Yes Enterprise
Business hours are 9.30am – 5:30pm GMT, Monday to Friday. Weekend business hours are 10.30am – 5.00pm Saturday and Sunday
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Book it With
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Book it With Book it With is a cloud-based, white label direct booking engine platform for hotels, hostels, B&Bs and other accommodation providers. In just a few simple steps it can be installed onto your own website and enable you to start taking direct bookings with credit card deposits. Its white label theming system means that it can be designed to blend in seamlessly to your site design, and it works flawlessly on tablets and mobile devices as well.
Main features
Unlimited rooms, rate types, currencies, room features and room enhancements
Flexible pricing calendar – apply different rates to different days
Discount codes and promotional rates
Multiple pricing models including Advance Purchase, Security Deposit and Pre-Auth
Full reporting suite with Excel spreadsheet export
White label theming system – style your booking engine however you like
Fully customizable booking form for your main website
Email and text message notification systems for bookings
Pre-stay and post-stay emails
Ability to add tracking codes such as Google Analytics
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Training & Consultancy
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Training & Consultancy umi Digital are here to provide advice and ease to your business, whether it be for a software problem, the need for a marketing strategy, to questions around social media, the team will offer their knowledge & experience with solutions: Our aim is to the take the pressure off the areas that your company are struggling with by using the umi Digital team’s expertise to provide effective guidance. After your Training & Consultancy session with the team you will also be left with a report for your company to work through designed around the day. The Training & Consultancy that we offer is completely tailored around your needs including
Training & consultancy Design Software and systems Website audit
umi Digital work with your company to establish the best training & consultancy package.
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Corporate Identity & Branding
Corporate Identity & Branding Holding a strong Corporate Identity & Brand within the hotel and travel sector is essential in creating a competitive advantage. Here at umi we work with you to create a brand suited to reflect your company’s core values.
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Corporate Identity & Branding Holding a strong identity and brand within the hotel and travel sector is essential in creating a competitive advantage. Here at umi we work with you to create a brand suited to reflect your company’s core values. Item Logo design Initial development of 3 concepts based on initial period of research and mood boards. 1 concept developed further from initial concepts, with 2 correction rounds. Style Guide & Deliverables Package Full user-friendly style guide document and package compiling all of agreed branding documents: logo in jpg, eps, png, tiff, pdf formats (both RGB and CMYK), business card design and template, printed letterhead (printer-ready), editable Word document letterhead, tone of voice documentation, and compliments slip (if applicable).
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Social Media
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Social Media Social Media is more than just a buzzword. Nor is it anything new – in mediaeval times people would share pamphlets between each other in much the same way that modern people share content with each other on Facebook. Being social is one of the most fundamentally human of traits and the internet has provided an unprecedented level of connection between people around the world. But behind all the technical wizardry of Facebook and stream of information from Twitter are human beings, and that means potential customers. For the hospitality sector, social media presents a huge opportunity. At the basic level, it provides a platform for interacting with your past and potential customers, gathering feedback, answering questions and promoting special offers directly to the people who are interested. At the higher level it is a powerful tool for directly capturing potential customers precisely at the point at which they are ready to buy. There are other benefits, too. A busy social media channel translates to lots of links back to your site, which in turn has strong Search Engine Optimization upside. Social media is also an affordable means of building brand equity by leveraging good content and letting your “fans” distribute your brand for you. In short, social media is nothing to be afraid of. It is, instead, a huge and essential opportunity.
Our approach Our social media team becomes an extension of your business. Initially we will consult closely with you to establish the best channels and approaches, and then help you set up your social media accounts to ensure they are on brand and contain all the correct information. Once that is done, we will start posting and interacting on your behalf, working in constant consultation with you over content and tone. Every month you will receive a report detailing the month’s activity, along with a breakdown of your Google Analytics results and keyword-related activity for SEO purposes.
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Example report
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All of our packages include management of followers, responding to comments and questions from users on all channels, and a monthly report.
Minimum contract 12 months
Social media channels
Facebook and Twitter
Updates per week per channel
2
Blog articles per month
0
Newsletter
No
Minimum contract 12 months
Social media channels
Facebook and Twitter
Updates per week per channel
3
Blog articles per month
3
Newsletter
Yes
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Minimum contract 12 months
Social media channels
Facebook, Twitter, Google+, Pinterest and Instagram
Updates per week per channel
5-7
Blog articles per month
4-6
Newsletter
Yes
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Newsletter
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Newsletter For the hospitality sector, a newsletter presents a great opportunity. On a basic level, it provides a platform for interacting with your past and potential customers, announcing new products, answering questions and promoting special offers directly to the people who are interested. Further to this, newsletters are great for a site’s Google Rank and can help build a solid customer base Our market-leading email marketing and distribution software caters to all email marketing campaign strategies, big and small. A basic, single newsletter consists of three articles and, if applicable, additional image banner deals hyperlinked to further information on the client’s main site. umi Digital will create the template, implement all HTML code for the newsletter and send out the campaign to a distribution list of your choice. Umi Digital are also able to provide relevant content for you newsletter. A detailed report is sent to the client after sending, containing statistics regarding open rates, unsubscribe requests and so on. OPTION ONE: 3000 person contact database Item Monthly newsletter Includes newsletter design and content implementation Quarterly newsletter Includes newsletter design and content implementation * Minimum 6 month contract
** Minimum 6 campaign contract (equivalent of 18 month contract)
OPTION TWO: 150,000 contact database Item One off newsletter campaign Includes newsletter design and content implementation Quarterly newsletter Subject to implementation of the above, subsequent campaigns would cost as follows (see right) ** Minimum 6 campaign contract (equivalent of 18 month contract)
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Phone Call Analytics
Phone Call Analytics
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Phone Call Analaytics It is essential to understand how effective your SEO tools are to be cost effective. This can sometimes prove problematic for marketers without the right tools. Phone call analytics can help you to create an effective and successful marketing strategy. umi Digital provides a comprehensive, visitor-level call tracking and call analytics service for the Tourism industry. The tool has been designed specifically to help businesses justify ad spend, increase conversions and cut ineffective advertising. Phone Call Analytics identify which advertisements you currently hold on your website and assign a specific telephone number to this advertisement so that when the customer calls up, you can track which advertisement they viewed to make the call. Essentially for a marketer, you can see which of your advertising and marketing campaigns are proving most successful by looking at the phone call analytics reports and tracking your customer’s pathway. Full reports are available from this which details the exact visitor path and what the visitor did on your website before, during and after the phone call. Our phone call analytics also report on every keyword, advert, referring website and click that motivates your website visitor to pick up the phone to call you. And lastly, the analytics can track how long your staff have taken to respond to a call, as well as calls missed or failed. This feature will help you to improve your customer service, and will allow you to respond quickly to faults with your phone system that you otherwise would not have known about.
What’s more, it will do most of this automatically after a short 15 minute setup.
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Pay Per Click
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Pay Per Click It’s important to think about how PPC and SEO play together, it’s not just a case of doing one without the other, even if you are just protecting your brand with your pay-per-click budget, it’s still important. Pay Per Click is set up so that you can hold different campaigns for a product/event/promotion. Each campaign will be tailored with specific words so that when a customer is searching for your product multiple words searches will direct them to this campaign. You can also set up a negative word search for words you wish to not be associated with your campaign e.g. ‘free night stay’. Pay Per Click is beneficial as you can measure how many clicks on your campaign all the way through to lead. You are able to measure costs for each campaign showing how effective they are. After selecting your package you will be allocated with a certain amount of hours for your pay per click campaigns to be managed. Naturally the more you communicate through your PPC marketing the more time you will need. Below is what will be included in the each package:
PPC Packages: Item PPC Optimisation, Reporting & Communicating: We will set up your pay per clicks, provide and communicate campaigns. You will receive monthly reports on activity. Selected packages will allocate a certain amount of hours to work on campaigns dependent on how much you wish to communicate.
Package
Bronze 1 ½ Hours*
Silver 3 Hours*
Gold 6 Hours*
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Email Branding
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Email Branding The average employee sends over 15,000 emails a year, but they do little to generate business, if you multiply this with how many people who work within your company this can be a significant number of missed opportunities. Email branding works by creating a banner within your email which customers can click on to take them through to your website, the banners can be tailored and updated frequently to suit your target audience so that the your email grabs consumer’s attention to promote products, events and offers. It is compatible with outlook and also works from virtually every mobile device. As well as integrating with Google Analytics, you can view detailed reports including how many people have clicked on each advert so you instantly know which pieces of your marketing are the most compelling. Email Branding is a great opportunity to involve the whole team in promoting and advertising your company and products effortlessly via email. Below shows the areas covered within the package for Email Branding. A User Spreadsheet We will send you a simple spreadsheet to obtain details of your staff in order to set them up as users. IT Contact We will require some co-operation from your IT support to get you up and running. Testing Once your designs have been approved and we have implemented the technical set up, we will contact you to agree a time for testing and then will shortly thereafter be able to take your Intelligent Email Stationery “live�. *per month
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Two Week Website
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Two week website Technology is supposed to make life easier, not create stress. Software is meant to speed things up, not cause delays. This is why we have developed the ‘Two week website’ – a simple, cost effective solution that can get you online with a new website in just two working weeks. In our years of developing websites exclusively for the travel and hospitality sector, we have often found ourselves repeating the same bits of code and developing the same features, as quite simply there are a lot of common features that companies within this sector require. With each repetition we have refined these common features and packaged them up for easy re-use, resulting in a comprehensive collection of ready-made, highly modular website templates that enable us to take the bulk of development time out of the web build process. This has two advantages: it allows for the focus of the work to shift towards design rather than development, and cuts out 80% of the time required for a “from scratch” bespoke web design project. The simple Two week website works by deploying a template previously developed by umi Digital to act as the technical foundation, then focusing the bulk of the time on designing the template to suit your brand. In just two weeks you will have a fully functioning website platform that looks like anything but an off-the-shelf template, and can be easily built upon as and when you feel like doing so. Phase 1: Project Scoping: A meeting or telephone conference is arranged with all key stakeholders to discuss content, photography and other key deliverables for the website. Delivery milestones are agreed and a central project dashboard is set up with logins for all participants in the web build. Total time: 0.5 days Phase 2: Front End Design: Based on agreed deliverables and requirements in Phase 1, a mockup of the customised template is rendered and presented in a flat image form. Stock images will be used at this stage if no existing photography is present, and other elements will be based on agreed look and feel requirements from phase 1 conversation and brand guidelines if available. Content, photography and other relevant assets are sourced and uploaded to the project dashboard during this phase. Total time: 2-5working days Phase 3: Template Coding. Agreed look and feel is coded into HTML/CSS and agreed plugins/deliverables implemented. Content and photography is uploaded by umi Digital. This is then uploaded to a temporary staging server for testing before deployment to the agreed live hosting environment Total time: 3-5 working day Total duration 1-2 working weeks. 37
For information on any of our products or services please contact josie@umidigital.co.uk or call us on (0) 203 696 7900 . Thank you
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