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Transcript

Shantaa

Koh Kood

Piin-Shiuan, HUANG

Chen,ZHOU

Lorenzo, TOBÓN

Priyanka,TAMULEY

Chonthicha Samakkan

Company's Introduction

INTRODUCTION

Resort for

Peaceful Retreat

Started in 2004

Koh Kood Island

Thailand

Shantaa meaning

'peace'

SWOT

Strengths

Weaknesses

  • Outdated website
  • No digital strategies
  • No online and offline advertising
  • Quality of Services
  • Personalized service
  • Loyal customers
  • Good ranking in OTAs

SWOT

Opportunities

Threats

  • Competitors
  • Unstable political condition

  • Comprehensive digital marketing strategy
  • Omni-channel
  • Economical airline ticket pricing

Current

Digital Situation

CURRENT

DIGITAL

SITUATION

  • Website
  • Social Media
  • Google Index

WEBSITE

WEBSITE

  • Poor design

  • Difficult user experience

  • Old technology design

  • Bad SEO practices

  • No analytical tools

  • Not https website

  • Not mobile first

TRAFFIC

&

SEO

  • Not paid traffic

  • Just 2 keywords indexed

  • Not on the first page in Google

Traffic

&

SEO

  • Indexed in OTAs
  • Local

SOCIAL

MEDIA

SOCIAL MEDIA

  • No official pages on social media platforms
  • Unofficial page on Facebook due to user generated content
  • Instagram: Hashtag generated by user content #shantaakohkood, also creation of location through user content Shantaa@ Koh Kood
  • Youtube videos by bloggers

Strategy

Tactics

Build a strong online presence for Shantaa Hotel including different communication channels that allows the company to generate leads and turn it into conversions.

  • Design a new website
  • Create a PPC and organic strategy for Google
  • Create presence in social media (organic + paid)
  • Collaborate with bloggers and influencers

STRATEGY

&

TACTICS

KPIs

KPIs

  • Improve ranking of the website
  • Reduce bounce rate
  • Transform traffic into leads and leads into conversions
  • Increase the number of reservations done through website
  • Start using analytical tools
  • Create community through social platform
  • Inbound marketing

AUDIENCES

Audiences

Young Couples

Goals

To be promoted to Manager

Buying an apartment nearby office

Bio

Jack & Jane work in the same company. Thanks to their hard working so that they've been promoted after work for 5 years. They always spend holidays abroad 1-2 time/year. They like exploring many peaceful places all around the world for 2 weeks holidays. During their holiday, they spend most of the time relaxing with their favorite books , trying local food and knowing local people.

Interests

Business

Travel

Cooking

Meditation

Cultures

We want to escape from London to enjoy the sun, spend time with books on the beach in Asia for our holiday.

Personality

Open-minded

Independent

Organized

Age: 30

Relationship : Engaged

Career : Senior Auditors of PwC

Nationality : British

Professional Association: The chartered Institute of Internal Auditors

Frustrations

Slow response

User-unfriendly platforms

Repetition data

Hype

Auditing

SAP ERP

Negotiation

Analysis

Preferred channels

1st: Social Media

2nd: Chrome

3rd: Email

4th: Traditional

Motivations

1st: Quality

2nd: Convenience

3rd: Speed

4th: Price

Old Couples

Frustration

=> Will be disappointed about slow speed websites

=> Slow respond searching is time consuming

"We are looking for a peaceful and leisure island to enjoy our retired life."

Personality

Creative

Loyal

Motivation

Simplicity

Quality

Convenience

Passive

Age: 56

Relationship: Married

Career: Part-time consultant (Bank)

Nationality: German

Organization

Numeracy

Discretion

Leadership

Bio

Maggie and John have worked in a bank for 20 years, and they got retired one month ago. Thanks to their expertise, the company has offered Consultant position. Worked as a banker was stressful and tired, and they all like to spend time on a sunny and quiet place. Although they don't travel many times per year, they prefer to stay longer in one place.

Interests

Stocks

Television

Cooking

Preferred channels

OTAs

Social media

Email

Traditional ADs

Goals

Continuously growth of business

Minimum twice oversea trips a year

Bio

Pierre and Isabelle is parent of 7 years old twin boys. They live in an apartment (80 sq.m. ) in République area in Paris. They receive recommendation to visit an island in Thailand from their friends as an interesting destination in Asia for their first time in Asia.

They are excited and want to gather relevant information regarding places and activities on the internet and travel books.

Interests

Networking

Investment

Self development

Leisure

Families

"We want a high quality holiday in beautiful nature for my children to benefit their semester break."

Personality

Caring

Active

Compassionate

Focused

Frustrations

Inefficient time spending

Unsecure systems, platform

Age: 40

Family : Married with 2 children

Career : Business Owner

Industry: Real estate

Nationality : France

Location : Paris

Preferred channels

1st: Chrome/reviews

2nd: Travel books

3rd: Email

Motivations

1st: Quality

2nd: Speed

3rd: Convenience

Management

Negotiation

CHANNELS

CHANNEL

IMPROVING

PLAN

OBJECTIVES

PPC

  • Awareness & Test keywords

  • 2 months: UK,GER,FR

ABOUT KEYWORDS

TOOLS

  • Target groups

“Best resort in Thailand for couples” &

“Best resort in Thailand for families”

  • Product characteristics

"Thailand villas on the beach”" &

"Resort in Koh Kood”

  • Google Adwords (popularity)
  • Ubersuggest’s (Vol, CPC)

ESTIMATED BUDGETS

PPC

WEBSITE

Recommendation

Search engine

principles

  • Use a CMS ex: Wordpress
  • Mobile first
  • SEO onpage
  • Site factors: Sitemap, SSL (https), Google search console integration
  • Loading speed
  • Ask for reservation( leads)
  • Booking option( conversion)
  • Blog

Tools

WEBSITE

Estimated

Budgets

  • Google Analytics
  • Google Ads
  • Google Search Console
  • Google Key Planner
  • WhoRank
  • UTM tracker.

  • $250- $500
  • Hosting and domain: already assumed with the current website + SSL
  • Design: free following predetermined design
  • Extensions and plugins

SOCIAL MEDIA

SOCIAL MEDIA

WHY?

ORGANIC POSTS

  • Quality contents
  • Occasional boosted and promoted posts

PAID POSTS

ESTIMATED

BUDGETS

Increase visibility

  • Quality contents
  • Boosted and promoted posts
  • CTR UP CPM DOWN
  • 10 USD per Facebook post
  • 5 USD per day for Instagram

WHY?

LINK WITH

SOCIAL MEDIA

SEO

  • For higher quality score
  • For the highest share on a search result page
  • Higher quality leads through inbound content
  • Quality content for SEO implies sharing of quality content on social media pages- increasing readability and engagement

WHAT TO DO?

SEO

  • Social media and SEO go together and are interconnected.
  • SEO best practices for the new website

  • Relevant keyword research
  • Unique title tags
  • Meta description
  • Keyword phase header tags (scores 0 currently)
  • Mobile first website
  • Relevant easy to read content with keywords with external linking
  • Internal linking for smooth navigation

TOOLS

ESTIMATED

BUDGETS

SEO analyst 200 USD

  • Analytics
  • Search Console
  • Keyword planner
  • SEO platform

TOOLS

WHAT TO DO?

Referral

and

Content

REFERRAL

AND

CONTENT

  • Google Trends
  • Google Ads
  • Hubspot
  • CMS blog
  • Free stay for influencers
  • Related contents offered by influencers
  • Publish in the blog and social media or even advertised through Google Marketing Platform.

Inbound Marketing

+

Tourist Journey

ESTIMATED BUDGET

CONSIDERATION

0

PURCHASE

Awareness

LOCAL

WHY?

LOCAL

WHAT TO DO?

  • Brand visibility
  • Zero cost
  • Links to OTAs platforms where travellers can make a reservation and also see the customer reviews.

  • Language issue

Budget

2nd Year

Budget

  • ROI
  • ROAS

1st Year

  • Base on a % of profit
  • Control cost on PPC and Social Media
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