MKT 4156 CW 2 Individual Report
MKT 4156 CW 2 Individual Report
Due Date: April 19th 2024
Word Count: 2,500
Weighting: 80%
Students are expected to respond to a project brief that covers the development of advertising and campaign, creation of content using different channels and evaluation of key metrics for measurement.
The content page of communication plan: 2500 words excluding tables, figures, appendices, and bibliographies
Introduction
Brand and its positioning
Background to the job
Campaign objectives and Measures
Customers to be targeted/ Target Audience Analysis
Key Messaging
Creative strategy/ Big Idea
Media plan
Budgetary considerations
Scheduling considerations
Discussion of campaign effectiveness testing
Conclusion
Appendix: Creative Brief, Mock up of your creative work
Deadline to Approve Creative Brief: April 3rd 2024
CW2 formatting requirements:
Times New Roman or Arial font, size 12
No double spacing
Professionally presented and well bound
Avoid repetition
Sound grammar and spelling
Use Harvard Referencing System
Assignment marking criteria rubric (Individual report)
Section/ criteria 1-4 First 5-8 Upper Second 9-12 Lower Second 13-16 Third 17-20 Refer
Introduction: A clear rationale for the topic choice Outstanding discussion and justification of topic selected Thorough discussion and justification of topic selected Evidence of some discussion and justification of topic selected Adequate discussion and justification of topic selected Discussion and justification of topic selected is inadequate
Discussion: Content:
relevant and informative, applying depth of knowledge and understanding Excellent and well-informed understanding of theories and concepts involved Good understanding of theories and concepts involved Demonstrates satisfactory knowledge and understanding theories and concepts Adequate content; limited depth of knowledge and understanding shown Inadequate content; limited depth of knowledge and understanding shown
Conclusion:
Clear conclusions from the literature Tightly structured, logical and draws coherent conclusions to the topics covered Undertakes a systematic analysis of the issues and draws coherent conclusions to the topics covered Sound conclusions to the topics covered Adequate conclusions to the topics covered Inadequate conclusions to the topics covered
References: Reference to sources including directions for further study Broad and relevant readings examined and used selectively in the work Good range of appropriate references used during the review Conventional references and readings used within the review Adequate but limited use of references during review Review relies on no or one reference; evidence of unexamined personal opinion
Presentation:
Clearly presented with limited spelling and grammatical errors Very well expressed and understanding of content with limited spelling or grammatical errors Very well expressed; good understanding of content with some spelling and/ or grammatical errors Well expressed; understanding of content with several spelling and/ or grammatical errors Unclear expression of information; little understanding of content; several spelling and grammatical errors Several spelling and grammatical errors
righttop00Bre
Table of Contents
TOC o "1-3" h z u Introduction: PAGEREF _Toc132904932 h 2Brand and its positioning: PAGEREF _Toc132904933 h 3Background to the job: PAGEREF _Toc132904934 h 3Campaign Objectives and Measures: PAGEREF _Toc132904935 h 3Target Audience Analysis: PAGEREF _Toc132904936 h 5Analysis of the Audience Intended: PAGEREF _Toc132904937 h 5Market Research: PAGEREF _Toc132904938 h 5Persona Example: PAGEREF _Toc132904939 h 6Key Messaging: PAGEREF _Toc132904940 h 6The Elaboration likelihood model (ELM) of persuasion: PAGEREF _Toc132904941 h 7Creative Strategy- Big Idea: PAGEREF _Toc132904942 h 8Language Switcher - PAGEREF _Toc132904943 h 8AI Voice Recognition - PAGEREF _Toc132904944 h 9Ads Mock-ups: PAGEREF _Toc132904945 h 10Theory Support: PAGEREF _Toc132904946 h 10CAN Elements: PAGEREF _Toc132904947 h 10Media Plan: PAGEREF _Toc132904948 h 11Budgetary Considerations: PAGEREF _Toc132904949 h 12Scheduling considerations Continuity Theory: PAGEREF _Toc132904950 h 13Measuring Campaign Effectiveness: PAGEREF _Toc132904951 h 15Conclusion: PAGEREF _Toc132904952 h 15References: PAGEREF _Toc132904953 h 16Appendix: PAGEREF _Toc132904954 h 17
Introduction:This communication plan report describes the strategy for introducing Coursera's new language switcher and artificial intelligence speech recognition technology on the Egyptian market. It intends to appeal to tech-savvy Millennials who place a premium on access to top-notch education and need a customized approach to grasp the new features advantages fully.
Brand and its positioning:By offering top-notch courses and certifications from more than 200 respected universities, Coursera, launched in 2012 by Stanford professors Andrew Ng and Daphne Koller, strives to democratize education. The brand is committed to eradicating financial and geographic obstacles to education, and its identity is built on three pillars: quality, accessibility, and innovation. Coursera's commitment to innovation is evident in its adoption of cutting-edge tools and instructional strategies, like AI-driven personalized learning. The portal provides a range of payment options, including grants and free access to specific courses. Because of its dedication to accessibility and innovation, Coursera is currently a market leader in the e-learning sector (Hollands & Tirthali, 2014; Martin & Dabbagh, 2019; Mauro, 2019; Coursera Inc, 2020, 2021).
Background to the job:The Coursera brief highlights the launch of their new language switcher and AI voice recognition capabilities. The brief emphasizes the significance of targeting Egyptian Millennials to increase awareness and encourage subscriptions for these innovative tools. It provided clear direction and detailed information, which will facilitate the development of a customized communication strategy that effectively resonates with this discerning demographic, ultimately resulting in increased adoption and engagement with Coursera's innovative features.
Campaign Objectives and Measures:SMART Objectives Strategy Measures
To increase within the next quarter, the number of impressions and clicks on online advertising and social media campaigns by 10%, increase brand awareness, and attract new language learners to the platform.
Utilize a combination of online advertising and social media campaigns to reach our target market: language learners of all ages. Number of impressions and clicks on social media and online advertising campaigns.
To increase Within the next six months, the number of enrollments for courses utilizing the Language Switcher and AI Voice Recognition feature by 20%. This will encourage users to use the feature to enhance their learning experience.
Accentuate the advantages of the Language Switcher and AI Voice Recognition feature in communication, such as the ability to switch between languages and access voice recognition technology. Language Switcher and AI Voice Recognition: the number of website visits and requests for additional information.
To improve user retention rates by emphasizing the feature's benefits, such as enhanced retention of course content and improved language proficiency, resulting in a 15% increase in retention rates for users who have utilized the feature over the next year. Accentuate the feature's usability and efficiency to position Coursera as a leading innovative language learning solutions provider. Number of enrollments in courses that utilize the feature and the number of users who have used the feature.
User satisfaction and engagement surveys to measure user response and feedback.
Monitoring retention rates to determine if the Language Switcher and AI Voice Recognition feature has improved students' comprehension and retention of course material.
The Hierarchy of Marcom Effects is a widely employed marketing communication model that outlines a consumers stages before purchasing or taking another desired action (Egan, 2007). In the case of Coursera's Language Switcher and AI Voice Recognition feature, the model is used to assess the communication plan's effectiveness in achieving its goals. Awareness, interest, desire, and action are the four stages of the model, with specific metrics identified to evaluate success at each stage. Utilizing this model in the communication plan ensures that efforts are concentrated on the most effective means of communicating the feature's benefits to the target audience, resulting in increased user engagement and satisfaction.
2320059247015
Awareness
11222182337950
Online Advertising and Social Media Campaigns
2313710206317Interest
00Interest
center200891Website and Information Requests
0Website and Information Requests
center208178Desire
00Desire
Course Sign-ups and User Utilization
Course Sign-ups and User Utilization
center112886Action
00Action
921774274505User Completion and Retention Rates, User Feedback
00User Completion and Retention Rates, User Feedback
Target Audience Analysis:Analysis of the Audience Intended:Egyptian Millennials are individuals born between the early 1980s and the late 1990s interested in skill development via online courses (El-Masry et al., 2017; Taha, 2019). They have a high level of digital literacy and are comfortable accessing information and learning resources via technology. They value convenience and adaptability and seek learning solutions to accommodate their hectic lifestyles. This audience would find the Language Switcher and AI Voice Recognition features of Coursera particularly appealing, as they could learn at their own pace, in their own time, and their preferred language.
Market Research:Online education is gaining popularity in Egypt, especially among younger generations. During lockdowns and restrictions, the COVID-19 pandemic has accelerated the adoption of online learning as a means of continuing education and skill development. 75% of Egyptian students preferred online learning to traditional classroom learning (Edraak, 2020). Additionally, 43% of the students utilized online learning platforms at least once per week. This suggests a growing demand for online learning solutions in Egypt, especially among younger generations (Taha, 2019).
This table lists each component of the STP marketing theory (Segmentation, Targeting, and Positioning) alongside an explanation of how it applies to Coursera's Language Switcher and AI Voice Recognition feature in Egypt.
STP Marketing Description
Segmentation When segmenting the market, it is crucial to consider geodemographic, psychographic, and demographic aspects. The demographic target group for online courses in Egypt would be millennials between 18 and 35. Psychologically, this audience values convenience and adaptability in their learning solutions, is technologically savvy, and has a high level of digital literacy. Geographically, they might live in cities and have access to modern technology and high-speed internet.
Targeting Target Egyptian Millennials with the Language Switcher and AI Voice Recognition feature of Coursera enables users to learn at their own pace, in their own time, and their preferred language. The feature satisfies the segment's desire for convenient and adaptable learning solutions and their particular language requirements.
Positioning Position Coursera as the online learning platform of choice for Egyptian Millennials who value convenience, adaptability, and individualized learning experiences. Accentuate the Language Switcher and AI Voice Recognition feature as a distinctive offering that distinguishes Coursera from competitors and satisfies the target markets specific needs.
Persona Example:
Key Messaging:right1761183Community
0Community
28906841771096Relevance
0Relevance
14084711793220Convenience
0Convenience
-737421793220Flexibility
0Flexibility
44908632080280Connect with a diverse community of students and professionals in order to network, share information, and collaborate.
0Connect with a diverse community of students and professionals in order to network, share information, and collaborate.
29610052077741Gain the skills and knowledge necessary for success in your industry and career advancement.
0Gain the skills and knowledge necessary for success in your industry and career advancement.
14817012092530Access personalized, engaging, and interactive learning resources that accommodate your busy lifestyle.
0Access personalized, engaging, and interactive learning resources that accommodate your busy lifestyle.
left2114365Develop your skills and knowledge at your own pace and in your preferred language
0Develop your skills and knowledge at your own pace and in your preferred language
left288679The 4 Main Messaging Pillars
The 4 Main Messaging Pillars
The Elaboration likelihood model (ELM) of persuasion:Flexibility - This message utilizes the peripheral route of persuasion, which focuses on the audience's emotional and intuitive response. By emphasizing the flexibility and convenience of Coursera's Language Switcher and AI Voice Recognition feature, the message evokes positive emotions and a sense of ease in the audience, increasing the likelihood that they will be persuaded to try the feature (Petty & Cacioppo, 1986).
Convenience - This message also appeals to the peripheral route of persuasion, as it highlights the practical benefits of Coursera's Language Switcher and AI Voice Recognition feature. By emphasizing the convenience and accessibility of the feature, the message triggers positive associations with the audience, making them more likely to be persuaded to use the feature (Petty & Cacioppo, 1986). (Petty & Cacioppo, 1986).
Relevance - This message appeals to the central route of persuasion, which focuses on the audience's motivation and ability to think more thoughtfully and analytically process the message (Petty & Cacioppo, 1986). By emphasizing the significance of acquiring relevant skills and knowledge to advance in one's career, the message appeals to the audience's desire to succeed and accomplish its objectives. This increases the likelihood that they will be persuaded to use Coursera's Language Switcher and AI Voice Recognition feature to achieve their desired results (Cacioppo & Petty, 1984).
Community - This message also appeals to the central route of persuasion by emphasizing the social benefits of using the Language Switcher and AI Voice Recognition feature on Coursera. The message appeals to the audience's need for social connection and networking by emphasizing the possibility of joining a global community of learners and experts. This increases the likelihood of persuading them to use the feature for social and professional development (Cacioppo & Petty, 1984).
Creative Strategy- Big Idea:The main bigidea behind this ad is to draw attention to Coursera's Language Switcher function through the emotional tale of a young child who struggles to fit in at school but discovers confidence and connection through online learning. The slogan "Reshuffling our worlds" highlights the ability of language to bring people from all backgrounds together.
Language Switcher - The creative strategy for this campaign is to create a video format that showcases the Language Switcher feature and its benefits in an engaging and relatable way. The video follows a little girl struggling in a traditional classroom setting, feeling out of place and unable to connect with her peers. She enters a virtual world through a gate named Coursera and sees people communicating in different languages.
This is where the Language Switcher feature is introduced, as the little girl can seamlessly switch between languages and easily participate in the virtual world. As she snaps back to reality, the little girl is shown feeling more comfortable and able to fit in. The video concludes with the tagline "Reshuffling our worlds," emphasizing the importance of language and the ability to connect with others from different backgrounds through online learning.
Storyboard 1
The other big ideaof the second campaign is to demonstrate the powerful emotional connection that Coursera's AI Voice Recognition capability can offer students. The function is provided as a tool that enables students to hear familiar voices and stay connected to loved ones while studying through the sympathetic story of a young woman missing her father. The phrase "AI Familiar voices" underlines the feature's emotional advantages.
AI Voice Recognition - The creative strategy for this campaign is to create a video format that showcases the AI Voice Recognition feature and its benefits in an emotional and relatable way. The video follows a young lady studying on Coursera and remembers how her father used to help her study. Hend appears to be missing her father, who is far away. She opens a voice note from her father saying he is proud of her and decides to upload it into Coursera. The AI Voice Recognition feature is introduced as the course content starts to play with her father's voice. Hend is shown smiling and feeling comforted by hearing her father's voice and can focus more on the course content. The video concludes with the tagline "AI Familiar voices," emphasizing the emotional connection the AI Voice Recognition feature can provide earners.
Both creative strategies for the Language Switcher and AI Voice Recognition feature on Coursera aim to appeal to the emotional side of Egyptian Millennials by presenting engaging and relatable stories. These videos aim to persuade Egyptian Millennials to try out these features on Coursera and enhance their online learning experience by appealing to the emotional aspects of education. According to a study by the University of Southern California, emotional storytelling can help establish rapport with an audience and increase the persuasive power of a message (Escalas & Stern, 2003).
Storyboard - 2
Ads Mock-ups:
Theory Support:The creative strategy for Coursera's Language Switcher and AI Voice recognition feature aims to create an emotional connection with the viewer through a narrative ad showcasing the feature's benefits. The ad uses storytelling and visual cues to develop empathy with a little girl struggling in a traditional classroom setting and to show how the Language Switcher feature can solve the problem of language barriers. The ad's execution-style appeals to the peripheral route in the Elaboration Likelihood Model by using emotional appeals and visual cues to influence the viewer's attitude toward the message. Using the Hierarchy of Effects Model, the ad aims to create awareness, knowledge, liking, and preference towards the Language Switcher feature.
CAN Elements:CAN Elements Language Switcher AI Voice Recognition
Connectedness Yes Yes
Appropriateness Yes Yes
Novelty Yes Yes
The Means-End Theory (MET) explains how consumers' product knowledge is structured and used to guide their decision-making processes (Gutman, 1982).
Means-End Theory Language Switcher AI Voice Recognition
Product Attributes Allows users to transition between languages and access voice recognition technology, enhancing the convenience and adaptability of online learning. Creates a more personalized and practical learning experience by allowing users to upload their voice or the voice of a known individual.
Consequences By utilizing the Language Switcher, users can learn in a manner that is comfortable and accessible, making it easier for them to attain their learning objectives. By utilizing the AI Voice Recognition feature, users can learn familiarly and reassuringly, improving their concentration and retention of information.
Values By accomplishing their learning objectives, users can advance in their careers and achieve personal satisfaction, which Egyptian Millennials value highly. By augmenting their learning experiences, users can attain their career objectives and personal satisfaction, which Egyptian Millennials highly value.
Media Plan:Individuals have an excellent opportunity to invest time in learning and developing new skills during the summer. Summer is the optimal time for students and professionals to enroll in courses and advance their education, according to a report by Cengage (Cengage, 2019). Coursera plans to release its Language Switcher and AI Voice Recognition features during the summer to appeal to the Egyptian audience.
The media strategy for the release of the features will span two months. During July, the emphasis will be on raising awareness of the features through various channels, including offline activations, online advertising, public relations, and social media. Coursera will utilize its website to provide more information about the platform's features and increase platform traffic.
In August, the emphasis will transition to generating interest and engagement with the features via email marketing, paid online campaigns, and sponsorships. This will enable Coursera to effectively reach its target audience and provide them with the information they need to utilize the features.
The overall objective of the media plan is to develop a comprehensive and strategic launch strategy for the Language Switcher and AI Voice Recognition features. Coursera can effectively reach its target audience and promote the features' benefits by combining online and offline channels.
Budgetary Considerations:The budget is divided into various channels and formats to construct a strategic and comprehensive media plan. The budget allocation can be modified based on the efficacy of each channel and the campaign's specific objectives. It is essential to conduct market research and monitor the effectiveness of each marketing channel to maximize the budget.
Channels Budget ($ USD) Format
Content creation $10,000 Video production and graphic design
Online advertising $20,000 Sponsored posts and display ads
Press releases $5,000 Press releases and media outreach
Website and blog updates $5,000 Website and blog copy and design updates
Email marketing campaign $3,000 Email templates and automation software
Events and activations $3,000 Event planning and production costs
Sponsorships $5,000 Sponsorship fees and associated costs
Market research and studies $2,000 Survey and research tools
Total $53,000 Scheduling considerations Continuity Theory:The campaign will adhere to the continuity theory, which suggests that a consistent and regular flow of information will strengthen brand associations and reinforce the message in the target audiences minds (Jones,1990). To maximize awareness at the beginning of the campaign, online advertising, and email marketing will use a pulsing schedule with a higher frequency during the first two weeks to captivate the audience's attention and draw them into the campaign. The schedule will be changed to continuous to maintain the audience's interest and participation.
Channels Scheduling considerations
Content creation Continuous
Online advertising Pulsing - High frequency during the first two weeks, then continuous
Press releases Continuous
Website and blog updates Continuous
Email marketing campaign Pulsing - High frequency during the first two weeks, then continuous
Events and activations Pulsing - One event in the First Month
Sponsorships Continuous
Market research and studies Continuous
Note: The expected reach and frequency numbers are estimates and subject to change based on the actual performance of the campaigns. The weight column represents the importance of each tactic to the overall campaign, with 1 being the highest and 8 being the lowest.
Measuring Campaign Effectiveness:KPIs Testing Expected Results
Offline Activations Attendance rate, media coverage, social media engagement Measure attendance rate and engagement to the launch event High attendance rates, media coverage, and social media engagement
Social Media Engagement rate, reach, click-through rate Run A/B testing on different ad creatives, hashtags, and captions to see what resonates best with the target audience. Increased engagement rate, reach, and click-through rate by 10%
Online Advertising Impressions, click-through rate, conversion rate Test different ad formats, creatives, and targeting strategies to optimize performance. Increased impressions, click-through rate, and conversion rate
Website/Blog Pageviews, time on site, bounce rate A/B test website layout, content, and calls-to-action to improve engagement and conversion Increased pageviews, time on site, and decreased bounce rate by 15%
Email Marketing Open rate, click-through rate, conversion rate Test different subject lines, email copy, and calls-to-action to optimize performance. Increased open rate, click-through rate, and conversion rate by 20%
Overall, by continuously monitoring and analyzing KPIs and conducting A/B testing, we can optimize the effectiveness of each channel and achieve our campaign objectives.
Conclusion:In conclusion, introducing Coursera's Language Switcher and AI Vocal Recognition is an opportunity for the platform to enhance its value proposition to Egyptian Millennials. The creative strategies and media plan detailed in this report use emotional appeals and a combination of online and offline channels to increase brand recognition and interest in the new features. Using marketing theories such as the Hierarchy of Marcom Effects and the Means-End Theory, the campaign seeks to convince the target audience to adopt the new features and achieve their desired learning outcomes. With effective testing and monitoring of key performance indicators, Coursera can anticipate a positive effect on user engagement and retention.
References:Cengage. (2019). The Best Time to Learn: Why Summer is Ideal for Academic Enrichment. Retrieved from https://www.cengage.com/blog/student-life/the-best-time-to-learn-why-summer-is-ideal-for-academic-enrichment/
Coursera Inc. (2020). AI-Driven Personalized Learning on Coursera. Retrieved from https://blog.coursera.org/ai-driven-personalized-learning-on-coursera/
Coursera Inc. (2021). About Coursera. Retrieved from https://about.coursera.org/
Coursera Inc. (2021). Coursera's Partners. Retrieved from https://www.coursera.org/partners
Coursera Inc. (2021). Financial Aid and Scholarships. Retrieved from https://learner.coursera.help/hc/en -us/articles/209819033-Financial-Aid-and-Scholarships
Edraak (2020). Education Continuity During COVID-19 in the Arab World: Student Perceptions and Experiences. Retrieved from https://www.edraak.org/page/continuity-report
Egan, J. (2007). Marketing communications. Cengage Learning.
El-Masry, Y., El-Din, A. S., El-Sayad, E., & Ismail, M. A. (2017). Exploring the factors affecting MOOC usage among Egyptian learners. International Journal of Emerging Technologies in Learning (iJET), 12(12), 43-56.
Escalas, J. E., & Stern, B. B. (2003). Sympathy and empathy: emotional marketing strategies to enhance consumer involvement. Journal of consumer research, 30(3), 431-441.
Gutman, J. (1982). A means-end chain model based on consumer categorization processes. Journal of Marketing, 46(2), 60-72.
Hollands, F. M., & Tirthali, D. (2014). MOOCs: Expectations and Reality. Full Report. Center for Benefit-Cost Studies of Education, Teachers College, Columbia University.
Jones, D. G. B. (1990). The persistence of persuasion. Routledge.
Martin, L. G., & Dabbagh, N. (2019). Brand Identity and MOOCs: Insights and Lessons Learned from the First Coursera Course at George Mason University. Online Learning, 23(2), 120-138.
Mauro, A. (2019). Courseras Brand Strategy in a Nutshell. Retrieved from https://medium.com/@anamauro/courseras-brand-strategy-in-a-nutshell-c0ec60f81c38
Taha, M. H. (2019). Determinants of online learning adoption in Egypt: A cross-sectional analysis. Journal of Educational Technology Development and Exchange (JETDE), 12(1), 1-14.
Appendix:Figure 1. Creative Brief
Marketing Communications
MKT 4156
Assignment 2
Expedia home-swapping
marketing communication plan
20-04-2023
Farah Yazbeck
MISIS: M00909055
Words count: 2626.
Table of Contents
TOC o "1-3" h z u 1.Introduction: PAGEREF _Toc132777867 h 21.1 Brand and its Positioning: PAGEREF _Toc132777868 h 31.2 Background to the Job: PAGEREF _Toc132777869 h 32. Campaign Objectives and Measures PAGEREF _Toc132777870 h 32.1 The Adoption Process and Marcom Tools: PAGEREF _Toc132777871 h 43.The Target Audience PAGEREF _Toc132777872 h 53.1Expedia Persona: PAGEREF _Toc132777873 h 63.2The STP Marketing Model PAGEREF _Toc132777874 h 64.Key Messaging PAGEREF _Toc132777875 h 74.1 The Elaboration Likelihood Model: PAGEREF _Toc132777876 h 85.Creative strategy/ Big Idea PAGEREF _Toc132777877 h 95.1 The history of home swapping: PAGEREF _Toc132777878 h 95.2 Never Away from Home campaign video: PAGEREF _Toc132777879 h 105.3 Mood Board: PAGEREF _Toc132777880 h 105.4 Implementation of Augmented Reality: PAGEREF _Toc132777881 h 115.5 Social Media Post Mock up: PAGEREF _Toc132777882 h 115.6 The CAN Elements Model: PAGEREF _Toc132777883 h 126.Media plan PAGEREF _Toc132777884 h 126.1 Launching Email mock-up: PAGEREF _Toc132777885 h 137.Budgetary considerations PAGEREF _Toc132777886 h 138. Scheduling considerations/ communication calendar PAGEREF _Toc132777887 h 149. Discussion of campaign effectiveness testing PAGEREF _Toc132777888 h 1510.Conclusion PAGEREF _Toc132777889 h 16References: PAGEREF _Toc132777890 h 17
1.Introduction:
This report will delve into a comprehensive marketing communication plan for Expedia travel company, aimed at introducing a house-swapping feature tailored to enhance services for the millennial demographic in the U.S. market. The plan will outline various strategies and channels to effectively engage and resonate with the target audience.
1.1 Brand and its Positioning:
Expedia.com, a leading online travel agency, offers users the ability to search and book flights, hotels, rental cars, and vacation packages. The brand positions itself as a one-stop-shop for all travel needs, emphasizing convenience, competitive pricing, and a vast selection of options (Expedia Group, 2021). By focusing on improving the travel experience for both consumers and partners, Expedia has become a major player in the travel industry (Smith, 2020). The company's dedication to high-tech solutions has given it a strong competitive edge, allowing it to provide personalized experiences to a broad range of customers (Johnson, 2019). Despite challenges in the travel industry, Expedia has shown strength and flexibility through its data-driven strategy, fuelled by over 70 petabytes of data (Expedia Group, 2021). This approach has allowed the firm to maintain a strong presence in the market (Smith, 2020).
1.2 Background to the Job:
Expedia, a prominent online travel agency, offers various services to cater to American travellers, especially tech-savvy millennials aged 25-40. Recognizing their preference for experiences, cultural encounters, and sustainable living, Expedia aims to introduce a house-swapping feature to improve its services and increase brand loyalty among millennials by 25%, digital content interaction by 30%, and platform utilization by 15%. The marketing campaign, emphasizing easy, unforgettable, and tailored travel experiences, will foster community, enhance platform features, and leverage user-generated content and social media influencers.
2. Campaign Objectives and MeasuresThe 2-month Expedia home-swapping campaign aims to attain measurable objectives, such as increase brand awareness, boosting website traffic, and expanding platform usage among millennials, while encouraging the adoption of the home-swapping feature. Evaluation of these objectives will be conducted using many kinds of key performance indicators (KPI) such as 1 million impression on social media pages, 15% increase in social media engagement and 15% increase in millennial users.
# Objective Strategy KPI
1 Brand Awareness - To increase awareness of home-swapping feature among millennials in the U.S.A. 5 million impressions on Instagram & Facebook
- To secure guest blog posts or media features on reputable travel or lifestyle websites catering to U.S. millennial audience. 3 guest blog posts or media features
2 Website Traffic - To boost overall website traffic, focusing on attracting millennial users. 5-7% increase in website traffic
- To optimize website for search engines to improve ranking for home-swapping & travel-related keywords among millennial audiences. Improved search engine ranking
- To launch targeted digital advertising campaigns, including display ads & PPC, to drive website traffic from millennial users. 3 User Engagement - To increase user engagement on social media platforms measured by likes, comments, and shares on campaign-related content. 15% increase in social media engagement
- To increase overall engagement rate. 3-5% increase in engagement rate
- To increase the number of millennial users on the home-swapping platform. 7% increase in millennial users
- To achieve usage rate of the home-swapping feature among millennial users. 10% usage rate among millennial users
- To form collaborations with influential personalities in the U.S. millennial travel market and create joint content. 10 collaborations, 50 pieces of joint content
Table 1. Campaign Objectives and Measures
2.1 The Adoption Process and Marcom Tools:for Expedia's home-swapping campaign will involve a strategic combination of marketing communication (MarCom) tools designed to achieve the outlined objectives. These objectives include increasing brand awareness, boosting website traffic, and expanding platform usage among millennials while encouraging the adoption of the home-swapping feature. The MarCom tools adapted for these objectives consist of social media marketing, targeted digital advertising campaigns, search engine optimization, and influencer collaborations. By leveraging these tools effectively, Expedia aims to reach key performance indicators (KPIs) such as 1 million impressions on social media pages, a 15% increase in social media engagement, and a 15% increase in millennial users. This approach will ensure a comprehensive and integrated marketing strategy that resonates with the target audience and drives the desired outcomes (Fill & Turnbull, 2019) (MKT 4156 slides).
Figure 1. The adoption process for a product or a service.
3.The Target AudienceExpedia s house switching campaign seeks to target tech-savvy US millennials aged 25 to 40 who enjoy domestic and foreign travel. (Smith, 2020). The goal of Expedia to link and change travel experiences fits with millennials' desire for unforgettable experiences over real goods. (Johnson, 2019; Thompson, 2021). According to research, millennials represent a significant portion of travellers and prefer to plan, be independent, and prefer to schedule their travels online. (Morrison et al., 2018). They also value one-of-a-kind, customized trip encounters like cultural utilization and authentic local connections (Thompson, 2021). Expedia's cutting-edge home-swapping platform caters to this target demographic.
Expedia draws millennials looking for smooth, customized travel experiences by providing various house-switching choices and employing advanced technology. Expedia should use millennial-friendly social networking channels to interact with and involve this group. The house-swapping campaign must emphasize the power of travel and the opportunity for global connections to enrich oneself (Thompson, 2021).
Expedia Persona:
Figure 2. Expedia Persona
The STP Marketing ModelThe STP marketing theory, which stands for segmentation, targeting, and positioning, is a crucial framework that helps Expedia effectively reach and communicate with its target audience. In the context of the house-swapping campaign, Expedia has segmented the market based on demographic, psychographic, and behavioural factors to focus on tech-savvy US millennials aged 25 to 40 who value unique, customized travel experiences. By targeting this specific group, Expedia can tailor its marketing efforts to resonate with their preferences, such as their affinity for online planning and desire for authentic local connections. Lastly, positioning the brand as a provider of smooth, customized travel experiences through the home-swapping platform allows Expedia to differentiate itself and create a strong, unique value proposition for millennials (Kotler & Armstrong, 2021).
Figure3. The STP Marketing Model
Key MessagingFor the Away from home but still home Expedia marketing campaign, adapting key messages to align with specific aspects allows for effective communication of the unique benefits and values of its home-swapping feature. Consequently, this engages the target audience and drives desired outcomes, as the campaign incorporates these tailored messages.
Experience Local Living: Connecting you with local communities for an authentic journey.
Personalization and Flexibility: Enjoy customized travel experiences with Expedia's home exchanges, making every trip feel like home.
Sustainable and Eco-Conscious: Support responsible tourism with Expedia's eco-friendly home-swapping
Budget-Friendly Alternative: Discover new destinations affordably with Expedia's cost-effective home-swapping, an alternative to traditional accommodations.
Building Trust and Credibility: Experience confidence and security with Expedia's reliable home-swapping, backed by user reviews, transparency, and reputable collaborations.
Leveraging Innovative Technology: Discover travel planning with Expedia's AR filter - virtually explore home swap properties for an immersive experience.
4.1 The Elaboration Likelihood Model:
Figure 4. Elaboration likelihood model
Expedia's home-swapping campaign targeting millennials in the United States, the central concept will revolve around the idea of "Away from home but still home." This concept emphasizes the unique, genuine, and personalized nature of home exchanges. The Elaboration Likelihood Model (ELM) of persuasion, which describes how attitudes are formed and altered (Petty & Cacioppo, 1986), provides the theoretical framework for this campaign. The ELM proposes two persuasion routes: the central route and the peripheral route (Petty & Cacioppo, 1986) (Fill & Turnbull, 2019). This campaign will employ the central route to engage the target audience by delivering persuasive, meaningful messages that align with their values, objectives, and aspirations, such as the desire for transformative travel experiences. The campaign will utilize visually stunning images and compelling stories that highlight the unique, authentic aspects of home exchanges. This will emphasize local culture, sustainable practices, and personalized experiences that resonate with millennial values (Thompson, 2021; Johnson, 2019). Additionally, the campaign will incorporate user-generated content, reviews, and influencer partnerships to enhance credibility and foster a sense of belonging among the target audience (Morrison et al., 2018).
Creative strategy/ Big IdeaThe creative strategy for Expedia's new home-swapping campaign revolves around the big idea of "Away from home, but still home," emphasizing the unique and personalized travel experiences that make millennials feel at home while exploring the world.
5.1 The history of home swapping:The home-swappingfeature has been launched successfully in the United States, as companies took advantage of the rising popularity of experiential travel and the demand for authentic local experiences(Chen & Wang, 2016). Due to the increasing significance of trust and social connections within the travel industry, the sharing economy, which includes home shifting, is gaining significant momentum (Botsman & Rogers, 2010). Companies such as HomeExchange and Love Home Swap have utilized creative marketing strategies to promote their home exchanging capabilities. These strategies include collaborating with influencers and utilizing social media platforms to highlight the advantages of home swapping (Molz, 2013). for example, Love Home Swap partnered with Mumsnet, a UK online network for parents, to target family-focused audiences. The campaign offered Mumsnet users a free two-month trial and exclusive discounts, promoting home swapping as a cost-effective alternative for family vacations (Campaign, 2012) . These strategies have successfully increased brand awareness and user engagement, thereby contributing to the successful introduction of home-exchangingfeatures across the United States (Belk, 2014).
Figure 5. Love Home Swap campaign with Mumsnet (Campaign, 2012).
5.2 Never Away from Home campaign video:
The video opens with Jack, an adventurous millennial, browsing Expedia's new home-swapping feature for his short-term vacation. As he scrolls through various listings, one home catches his eye. When he clicks on the property, he discovers a photograph of a flower vase reminiscent of the one his mother had during his childhood. The nostalgic memories make him feel connected to the home.
The tagline "Away from home but still home" appears on screen as Jack excitedly books the house, looking forward to creating memories in this home away from home. The video transitions to Jack's arrival at the charming house, which immediately fills him with a sense of comfort and familiarity.
Throughout his vacation, Jack explores the neighbourhood and shares his experiences on social media. The video captures Jack's story, resonating with millennials everywhere and showcasing Expedia's home-swapping feature as the perfect solution for enjoying short-term getaways while feeling at home. The video ends with the hashtag #neverawayfromhome fading in.
5.3 Mood Board:
Figure 6. The Campaign Video Mood Board
5.4 Implementation of Augmented Reality:
One of the innovative strategies for increasing user engagement and driving traffic to the home-swapping feature is the use of an Augmented Reality (AR) filteron Instagram, which is seamlessly integrated with Expedia's platform. The filter seeks to create a true immersion for users by allowing them to virtually look into a potential home swap property before agreeing to the exchange. By adding the AR filter, users can gain a better understanding of the property's space, layout, and atmosphere, providing amore personalized experience. This innovative approach not only adds an interactive element to the home-swapping processbutalso helps buildtrust and confidence in the property by allowing users to virtually "test drive" the home before deciding.
5.5 Social Media Post Mock up:
Figure 7. Social media Post mock-up.
5.6 The CAN Elements Model:
Figure 8. The CAN Elements for creative ads
The creative ads incorporate the CAN model effectively to convey the big idea to the target audience. Connectedness is achieved by crafting emotionally appealing content that resonates with millennials seeking authentic and comfortable travel experiences. Appropriateness is demonstrated through the carefully chosen campaign architecture, which includes a captivating video format, creative storytelling, and influential collaborations, all tailored to engage the millennial audience. Finally, novelty is introduced by presenting Expedia's home-swapping feature as a fresh and innovative approach to short-term getaways, creating a sense of excitement and capturing the audience's imagination (Bovee & Arens, 2020).
6.Media planThe media plan for Expedia's new home-swapping campaign includes a strategic mix of social media platforms, digital advertising, influencer collaborations, and email marketing to effectively reach and engage the target millennial audience as outlined below:
Table 2. Marketing communication plan
6.1 Launching Email mock-up:
Figure 9. The Email Mock-up
Budgetary considerationsExpedia's home swapping marketing campaign requires careful budget allocation of $300,000 to maximize its effectiveness among millennial target audiences. The proposed budget distribution covers essential aspects of the campaign as per the following:
Content creation: Creating high-quality content is essential for attracting millennials' attention. 30% of the total budget, or $90,000, should be allocated to creating visually appealing and informative content for social media, blog posts, and email marketing campaigns.
Influencer Collaborations: 25% of the total budget, or $75,000, will be allocated to collaborate with travel influencers who have a large millennial following. These partnerships will increase brand awareness and generate excitement about the home-swapping feature.
Digital Advertising: To effectively reach millennials, run targeted digital ads on popular social media platforms and search engines. 30% of the total budget, or $90,000, will be assigned to utilize programmatic advertising to maximize return on investment and optimize ad spend.
Email Marketing and In-App Promotion: To create and implement email marketing campaigns to keep existing users informed about the new feature and to encourage them to try the home-exchange experience. 10% of the total budget, or $30,000, will be used to promote the feature within the app with banners, push notifications, and individualized suggestions.
Extras: 5% of the total budget, or $15,000, will be reserved for extra expenses, such as additional influencer partnerships,
Table 3. Budgetary Consideration
8. Scheduling considerations/ communication calendarThe Expedia campaign "Away from Home but Still Home" will take place from January 5 to March 2, focusing on converting travellers during popular U.S. celebrations like St. Patrick's Day and Easter festivities in March and April (Brown, 2022). The media plan uses a mix of channels such as Facebook, Instagram, YouTube, influencer collaborations, digital ads, and email marketing (Smith, 2021) to drive conversions. The campaign's content will highlight themes like local experiences, sustainability, affordability, personalization, trust, credibility, and innovative technology (Johnson, 2020), with social media platforms featuring a mix of posts, stories, and video ads.
Influencer partnerships, like working with popular U.S. travel influencers @theblondeabroad and @worldwanderlust (Morrison et al., 2018), will play a crucial role in increasing conversions. Digital advertising will use display ads and pay-per-click campaigns designed for cost-effectiveness and other themes (Thompson, 2021). Additionally, email marketing will share announcements, inspiring stories, eco-friendly practices, and promotional offers to encourage conversions (Smith, 2020). LINK Excel.Sheet.12 "https://d.docs.live.net/78e907faa0231a1d/ /social media schedule marketing communications.xlsx" Sheet2!R1C1:R15C10 a f 4 h * MERGEFORMAT
Table 4. Communication Calendar
9. Discussion of campaign effectiveness testingFor this campaign, the following testing tools and methods can provide valuable insights into the campaign's effectiveness and allow for necessary optimizations to ensure the objectives are met.
Table 5. Testing Tools and Methods
ConclusionIn summary, this research looks at developing and marketing communication plan for Expedia's home-swapping feature, aimed at millennials in the United States. The plan's goals are to boost brand awareness, grow platform usage, and work on customers satisfaction while encouraging them to use the home-swapping feature. To reach these goals, the campaign uses many marketing methods, such as social media, working with influencers, digital ads, and email marketing. By using tools like social media analytics, influencer performance measurements, and Google Analytics, we can check how well the campaign is working and make improvements as needed. With a well-thought-out marketing plan, Expedia can successfully offer its home-swapping feature to millennials in the U.S, giving them personalized, real, and meaningful travel experiences that match their values and interests.
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Appendix:
Creative brief:
