Digital Marketing Strategies for Mitchell Apartment Hotels

Assessment 3
Organisation Name: Mitchell Apartment Hotels
Product/Service: Hotel rooms
Student Name/No:
Date Submitted:
Word Count:

EXECUTIVE SUMMARY
In the previous Assessment 2, the overall positioning of the organization Mitchell Apartment
Hotels were understood and in addition to this, the different channel strategies,
communications mix and the overall external environmental analysis through the PESTLE
Analysis and internal environmental analysis through the SWOT analysis was also done. This
helped to define and underline the different problems which are being faced by the firm.
Hence, in this report, the buyer persona, SMART Objectives, the overall strategy positioning
statement and lastly the strategy to be adopted by the firm will be laid down.
The primary findings of the paper are as follows:
 The firm has been facing issues with respect to attracting new clients
 The social media strategy of the firm needs to be improved considerably
 The overall marketing management strategy of the firm needs to be revised and the
focus needs to be made on increasing the overall sales of the firm.

SECTION ONE: BUYER PERSONA
Element Content
Who
The ideal customer will be a salaried professional who will want to carry
out their business transactions as present in the other country. These
individuals want value for their money and with respect to this, it
becomes very crucial for them to ensure that, they get good services at
relevant prices (Felix, Rauschnabel & Hinsch, 2017).
What
Primary goals:
To ensure good accommodation
To ensure savings
To ensure immediate accessibility to amenities
Secondary goals:
To ensure safety and security
To ensure completion of tasks
Where The buyers usually spend their time on social media websites and other
related blogs.
Content The content which is required to be viewed by these individuals which
relate to travelling, food and lifestyle.
Channels
Facebook
Twitter
Instagram
Trust
touchpoints
Facebook
Twitter
Travel Blogs
Pain
touchpoints No objections

Element Content
Customer,
consumer or
influencer
The buyer persona may be successfully able to influence their followers
as they are very popular users of Instagram and related individuals.
‘They say’ `We want a lavish lifestyle with affordability`
‘We say’ `We offer a lavish lifestyle at affordable prices` (H105mitchell.com.au ,
(2019).
Keywords Lavish, ecofriendly, affordable.