Digital Media Audit, Strategy, and Portfolio for Contiki Travel

This project presents a digital media audit for Contiki Travel, evaluating its online presence across various platforms. The assignment analyzes Contiki's digital strategy, including its use of user-generated content and its engagement with its target audience of millennials. It assesses the effectiveness of Contiki's social media strategy, considering factors like strategic consistency, content examples, and user engagement. Furthermore, the project offers recommendations for a search engine marketing strategy and develops a community management portfolio, including a social media strategy, campaign calendar, and content creation examples for platforms like Facebook, Instagram, and YouTube. The audit also includes a target audience analysis, examining demographics, interests, and preferences to provide insights for improving customer base and marketing efforts. This assignment, available on Desklib, offers a comprehensive overview of digital marketing strategies and their application in the travel and tourism industry.

Digital Portfolio

Table of Contents
Assessment 1: DIGITAL MEDIA AUDIT......................................................................................4
1. Introduction........................................................................................................................4
2. Digital Audit.......................................................................................................................4
3. Target audience analysis...................................................................................................10
RECOMMENDATION.................................................................................................................12
REFERENCES..............................................................................................................................13
Assessment 2..................................................................................................................................14
2. Provide a recommendation to the client as to why they should have a search engine marketing
strategy...........................................................................................................................................14
1. Introduction......................................................................................................................14
2. Recommendation that Contiki should have search engine marketing strategy................14
REFRENCES.................................................................................................................................18
Assignment 3 - Community Management Portfolio......................................................................19
1.0 Introduction....................................................................................................................19
2.0 Social Media Strategy.....................................................................................................19
2.1 Social Media Table....................................................................................................20
2.2 Content Pillars ..........................................................................................................21
3.0 Campaign Calendar........................................................................................................22
4.0 Content Creation......................................................................................................................23
4.1 Facebook....................................................................................................................23
4.2 Instagram...................................................................................................................23
4.3 YouTube....................................................................................................................24
REFERENCES..............................................................................................................................27

Assessment 1: DIGITAL MEDIA
AUDIT
1. Introduction
In modern time, business organisations has kept their focus upon performing online
promotions as it could be considered as the best and cheapest approach of marketing both brands
and products or services offered by the them (Mandal and Joshi, 2017). Here, it has became
essential for companies to perform the digital audit that aid in building a much more strong
customized report design for the company. It also helps in leveraging the brand considering
digital strategies to meet all the goals and requirements of company (Saura, Palos-Sánchez and
Cerdá Suárez, 2017). In present report, firm which has been chosen i.e. Contiki Travel that was
found in the year of 1962 which delivers services like creation of coach trips for 18- to 35-year-
olds.
2. Digital Audit
Client: Date:
CriteriaObservations, comments and
analysis
Rating 1 to 10*
Digital
strategy
(please
articulate)
Organisation i.e. Contiki capturing millennial travellers with user-
generated content posted among different social media. Digital
strategy of Contiki is that, it uses the content which its clients
(millennials) has uploaded on social media like photos, videos they
have made or captured while travelling. The content, which Contiki
uses basically gets collected from different channels like Instagram,
Facebook, YouTube and so on (Patrut, Patrut and Cmeciu, 2013).
After analysis, it is found that on Instagram, Contiki Travels has
306,000 and its official page consists of approximately 838,000
posts. On the other side, considering the business goals of Contiki,
8 out of 10.
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the travel agency is carrying a mission of bringing young travellers
together to experience the world. In present context, the digital
strategy that Contiki has utilised i.e. user-generated content is
continuously. If it is talked about this type of strategy a company
(in travel and tourism industry) uses the content for marketing
themselves, which is being posted by clients on different social
media tools like Facebook, Instagram and so on. This is because, in
present time individuals (clients) carrying the urge of experiencing
the places that are filled with adventure and joyousness
(Hjelmstedt, 2016). Posting different posts that are done by
Contiki's client of places that they have visited helping them to
show all the services that are being offered by them. On the other
side, it can also be said that digital platforms that Contiki has used
for promoting its services and themselves are, mostly famous in all
over the world like Facebook, Instagram, Twitter, LinkedIn. These
actions help company in attaining different goals and objectives
like enhancing the sales of services by 5%. (CONTIKI DEALS,
2019). This can be done through posting a particular advertisement
of unique services or value added services that company is offering
to targeted millennials. Rating which has been given to the digital
strategy used by Contiki is 8 out of 10 and the reason behind this is
that, using user-generated content helps clients in believing on
services and packages offered by company (Littlejohn, Beetham
and McGill, 2012). Another reason behind using this strategy is
millennials majorly use social sites to stay connected with others,
travelling pictures of any individual and more develops urge in
them to travel the world (Connecting young travellers to
EXPERIENCE THE WORLD, 2019).
Strategica
lly
consistent,
If it is talked about Contiki, then mainly organisation promote
themselves upon Online platforms. The reason behind this, is that it
helps them in grabbing the attention of clients from all over the
9 out of 10.
5

company-
created
brand
messages
world, where they can target a high number of travellers
(millennials). Considering the information given in Roy Morgan's
report it can be said that the total WC i.e. weighted count is 9168
newspaper readers and the WC of general activities online in the
last 4 weeks is 11470 (Travel and Tourism, 2019). This is why
Contiki has taken into consideration the online approach rather then
choosing offline promotional activities. Considering the official
page of Instagram of Contiki, where consistently communication
among followers and the management of Contiki, where messaging
related to different packages and more takes place (Tuten and
Solomon, 2017). On the other hand, if it is talked about Contiki,
then it can easily be said that organisation on a regular basis posts
photos, videos and offers among different social media platforms
like Facebook, Snapchat, Facebook and so on. Here, the reason
behind giving the rating to 9 out of 10 is that Contiki is having an
effective communicating approach for its clients. Through this,
maximum benefits could easily be gained in right on time by
business company (Park, 2012).
Digital
tools and
social
media
used by
the
company
Instagram with 306k followers
(https://www.instagram.com/contiki/?hl=en), Facebook with 850K
(https://www.facebook.com/Contiki/), Twitter with 31,500
followers (https://twitter.com/contiki?lang=en) and more are said to
be some of successful social media tools that Contiki uses in order
to improve the customer base of the company. Along side this, in
present time organisation is using both official website, Instagram
are the two major online platforms that are being utilised by
Contiki on a regular basis. Since, the world has modernised itself, it
can easily be said that the decisions that, Contiki has made to take
in use of digital marketing rather than going for traditional
marketing due to it is cheap in nature and could help Contiki in
targeting millennials from all over the world, which is not possible
8 out of 10
6

within traditional marketing without heavy investments (Rowland,
2014).
Examples
of content
shared
If it is talked about Contiki, organisation has majorly utilised
photos on digital media tools like Instagram and so on. In present
context, Instagram has been taken into consideration that will help
in looking into different aspects like targeting the audience and
more.
With the help of above mentioned picture, it can easily be said that
Contiki is targeting the millennials that are looking forward to visit
France, through taking into consideration of existing client who has
visited the country with the help of their services.
7 out of 10.
7

With the help of above mentioned photo, it can easily be said on
Instagram post of Contiki, company was looking forward to grab
the attention of individuals that are recently planning to visit
Boston.
8

Considering the above picture, the joy which individual had after
visiting Albuquerque, New Mexico, where many positive
comments came in front, and developed interests of people to visit
Albuquerque (Jackson, 2013). Here, promotion of both country and
of services offered by company can directly be seen.
Strategic
user
engageme
nt
Considering the digital activity, which was developed and taken
into consideration it can easily be said that Contiki has enhanced
the profit margins, focusing upon feeds that are being offered by
clients of Contiki in specified time frame. On the other side, the
target audience in present context are Millennials that has helped
business organisation in reaching to new heights due to services
offered by them, were much more unique in nature.
8 out of 10.
9

Along with this, all the questions that Contiki has asked from client
over internet (Social Media) has helped them in getting various
suggestions from their customers. Along with this, the rating in
present context is given was 8 out of 10 and here, reason was that
Contiki has started taking into consideration of feedbacks, that
were being given by customers. With the help of this, they made
appropriate changes as per the needs and requirements in their
holiday packages and more.
3. Target audience analysis
For a business organisation like Contiki, target audience analysis can be considered as
one of the crucial tool that plays vital most part, when it comes to improving the customer base.
Through this, maximum benefits can easily be gained by a travel and tourism agency. In other
words, audience analysis is the research of demographics, language, location, preferences,
interests, and other metrics within a group (Kenney, 2019). It is then said to be a crucial element,
which is useful and actionable consumer insights for a brand in the form of buyer personas.
These are semi-fictionalized profiles that are built from the target audience analysis. In terms of
Contiki, organisation has targeted the millennials that consists with age in between 18 to 35. the
reason behind this can clearly be seen on the analysis done by Roy Morgan (October, 2011 –
September, 2016). where the total WC was 50634 and the WC with the age from 45 Intend to
Travel N12M was approximately to 4689 (Creedon, 2014).
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Along with this, as Contiki is utilising internet as the sources to promote themselves in all
over the world, it has utilised the information which was given in the report of Roy Morgan
(Lobstein and et.al., 2017). Basically, the data which was presented by Roy has stated that, 5734
WC in total amount of individuals where millennials are also coming into the Heavy internet
users. On the other side, there were only 1890 people WC was being found onto the report that
came in the category of individual who were aged 45+ (Cross-platform audience of Australian
newspapers up 2.4% in a year, 2018). This was the reason behind Contiki has used this strategy
in order to grab a good position within the market for a longer period of time. Along side this,
another reason why this number of people use this website- content created is that millennials are
attracted through good pictures of the places. It has been analysed that, Millennials has the trend
of desiring good pictures for their online accounts, this is why the number is high within this
category (Jung and et. al., 2017). Away with this, it has also been analysed that content pasted by
individuals on social media could help for others as real motivation for them wanting to use the
services provided by Contiki as evident good pictures can be seen on the firm’s online account
(Witschge and et.al., (Eds.). 2016). On the other hand, it has also been analysed that for a
business organisation like Contiki taking in use of Behavioural segmentation in order to target
the customers will be the best technique, that can be utilised in specified time frame. In present
context, it is being analysed that segmentation is basically playing a crucial role for Contiki as
there are a range of segmentations like geographic, demographic, psycho-graphic, and
behavioural. The reason behind this was the interest of millennials to whom Contiki has directly
targeted. The chosen ground was that, the individuals that were going for a vacation in a short
span, internet has developed the interest of themselves where people who has already visited a
place posted their videos and photos online. This is why Contiki has taken into consideration of
this approach.
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Based on the analysis done by Roy Morgan, within Australia: Oct - 2011 to Sep – 2016,
it was analysed that total WC of Internet was reached to the level of 12948 and on the side,
couples with the age above 45 was at 3555. Therefore, it can easily be said that the reason behind
taking into consideration of all the information in specified frame (Halford and et.al., 2016).
RECOMMENDATION
Considering the above mentioned information, it is recommended that the Contiki should
develop their User Generated Content there are many ways to do it and there are given
underneath :
 Contiki can use User develop Content for increases the rating and views of their websites
as helps in the branding and increase the awareness among the customers.
 The Contiki should use User develop Content on their websites and blogs as reviews, as
now a days reviews are very important and taken place of word of mouth in the virtual
world. Review are written by people who have already visited that place.
 Advertisement and promotions with User Generated Content helps in increases more
clicks and visits on the sites and blogs of the organizations..
 User Generated Content system developed for management of Contiki, could effectively
encourage and influence the customer for online purchasing of their products and
services.
 The management of Contiki can also use the UGC technique for the marketing and
promotion of their product and services as User Generated Content influence and attract
the users and it is effective tool of marketing.
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