Assessment 3: Digital Marketing Strategy for Mitchell Apartment Hotels

This report presents a comprehensive digital marketing strategy for Mitchell Apartment Hotels. It begins with an executive summary that outlines the issues faced by the firm, including attracting new clients and improving social media and marketing management. The report then details the buyer pe...Read More

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.

SECTION TWO: OBJECTIVES
 The firm aims to improve upon its Facebook content and increase the content by 20%
so as to ensure that, it is able to gain more followers in the coming one year
 The firm aims to revive its website and engage in useful content in the coming 6
months
 The firm aims to improve upon the customer interaction and revive its interaction
with customers on social media
 The firm will be required to improve upon its overall brand appeal.
SECTION THREE: STRATEGY STATEMENT
The hotel aims to ensure that it will successfully able to find success in the long run
and attract a larger number of customers when it will be able to communicate with its
customers in a better manner. This means that the organization needs to undertake a
considerable number of steps which will enable the different members of the organization to
ensure that they are successfully able to reach out to the different customers as present and
ensure that they are able to get into a regular interaction session with them (Moutinho &
Vargas-Sanchez, 2018). Moreover, the firm also aims to ensure that it is able to revive its
overall websites in order to gain more customers in the process. The main focus of the
strategy shall lie on the overall communication with the customers where the firm will try to
improve on its review aspect in order to ensure long term welfare of the firm.

SECTION FOUR: STRATEGY
The strategic development and overall welfare of the organization is greatly inclined
towards the formation of the strategy which brings about the overall success of the work and
all the activities. The Strategy development must be undertaken in inclination within the
frameworks which are available for the overall welfare. Hence, in the particular section, the
use of the Eight C strategy development tool will be made use of in order to form digital
strategies for the firm along with the traditional strategy. The eight C strategy works as an
outline for the Mitchell Apartments can be stated to be as follows:
1. Categorize: The first step is to digitalize the overall social media platforms based on the
order of which company reaches out the targeted audience more often. In this step, the
framework advises that the website which fits the actual audience of the company needs to be
provided with more importance as compared to the audience which is although large in
number but does not reach out to the correct audience of the individual (Olson et al., 2018).
2. Comprehend: The second step in the 8c model is to comprehend and study the overall
performance of the different social media websites which have been chosen for the firm to
help in its overall strategy. The different social media websites present like Facebook,
Instagram and Twitter perform in a different manner and hence, if the company starts to
observe how a particular website has been performing, then it will become comparatively
easy for them to understand the kind of social media website they want to target for their
firm. If the firm is able to understand the right website then, in such a case, it will be able to
ensure that it attains the right target base.
3. Converse: The main objective of a website is not to just create content and promote a firm
but the man goal is also to ensure that the content reaches out to the different consumers and
speaks for itself. Any content should be such that the different customers can learn from it
and understand the point of view of the company (Taiminen & Karjaluoto, 2015). Through
this the customers will be able to trust the overall operations of the firm and in line of this, the
relationship builds.
4. Collaborate: The collaboration stage can be stated to be the next stage on this framework in
line of which the company would be required to build connections for the overall welfare of
the organization. These connections help the firm to gain more attention and as the firm is
able to gain more attention, they will be ensure that the relationship with the consumer

increases considerably. This way the organization will be able to build upon the consumer
audience.
5. Contribute: The next aspect which is crucial to the firm can be understood to be the
contribution. In lieu of this, the different consumers must be encouraged to share the overall
knowledge or the content so that they can gain the reputation of being an expert and
alongside assist the company in becoming relatively popular as well.
6. Connect: The firm needs to ensure that it is successfully able to connect with big names
and sponsors. This means that if the organization will be successfully able to ensure that, it is
being able to connect well with the audience and have a great consumer service, then it will
be successful for them to promote the company in the long run (Visser, Sikkenga & Berry,
2018).
7. Community: Taking in the views of the audience might be a good idea to be considered as
it will go a long way in ensuring that, the firm is able to consider audience view and be able
to incorporate on that. Hence, using this framework, the firm needs to provide the
community with certain options which can be incorporated by them in order to engage in free
promotion for the particular product.
8. Convert: Lastly, once the firm has been successfully able to figure out the desired impact
and design of each social media website then in this case, they should begin their plan and
make use of the correct hashtags and keywords so that the firm appears in the top results for
the searches. The firm also needs to learn to customize each post.
3 Digital standalone strategies
The three major standalone strategies which are required to be adopted by the firm
can be stated to be as follows:
1. Using influencer-Instagram strategy
Under the influencer instagram strategy, the firm would be required to hire or sponsor
certain popular influencers who are available on Instagram and ask them to post content
about the Mitchel Apartment Hotel. Under this strategy, a group of popular influencers might
be provided with an opportunity to take the service of the Hotel and then post about their
experience on Instagram with attractive pictures and videos. In this way, all the followers of
the influencers would be attracted towards the hotel and visit the page of the hotel through the

link provided by the influencer and be bound to follow their page. In this manner, the
promotion and interaction of the firm and the customer might begin (Kannan, 2017).
Additionally, now that the followers are following the page of the hotel, they can view
updates and stories which might continue to promote the place and ultimately convert the
potential customers to the actual ones and thereby increase audience trust and connection.
2. Using hashtag on Twitter
Another digital marketing strategy which may be adopted by the firm can be stated to
be the use of #hashtag on Twitter. In order to make any trend popular on Twitter the hashtags
are made use of which can then assist the hotel in setting a trend for itself. Even in this case,
the different influencers should be asked to post about the hotel with a hashtag and encourage
the followers (Fahy & Jobber, 2015). Even the regular customers at the hotel can be asked to
undertake this initiative which will assist the firm in attaining success. Moreover, very often
the firm can hold hashtag competitions and provide some lucky customers, a chance to stay at
the hotel for free as this serves as a good source of promotion.
3. Using conversation strategy on Facebook
As understood earlier, conversing with the audience has a crucial role to play in the
digital marketing strategy and the social media website of Facebook cannot be a better source
than this. This means that if the Mitchell Hotel apartment wants to ensure that, it is able to
take in the view of the different customers then in this case it would be required to engage in
the comments and posts shared by the customers (Chernev, 2018). Very often the different
customers also post their query about the hotel or the reservation, to which the firm should
reply as soon as possible as it reflects a positive image of the firm and additionally also builds
the trust of the customers in the organization. Hence, it needs to get into a conversation mode
on Facebook (Facebook.com ,2019).
Traditional strategies: Television advertisement
In order to maintain cohesiveness with the digital strategy, the television strategy will
run as more of a contest. In the television, a group of friends, couple, family and other
demographics will be shown enjoying at the hotel and the advertisement will end by
reflecting the details of an online contest where the viewers can participate (Chaffey &
Smith, 2017). Through this, the Mitchell Hotel Apartment will be able to engage and connect
the users with their online strategy and cater to the large masses. If these strategies are

followed diligently by the firm then, it will be able to ensure considerable success in the long
run.
Buyer Persona Objective Strategy Selection Justification
1. The firm
aims to
improve
upon its
Facebook
content and
increase the
content by
20% so as to
ensure that,
it is able to
gain more
followers in
the coming
one year
To convert potential
customers into the
actual customers of
the organization
using Instagram (De
Pelsmacker, Van
Tilburg & Holthof,
2018).
Under the
influencer
instagram strategy,
the firm would be
required to hire or
sponsor certain
popular influencers
who are available
on Instagram and
ask them to post
content about the
Mitchel Apartment
Hotel. Under this
strategy, a group of
popular influencers
might be provided
with an opportunity
to take the service
of the Hotel and
then post about their
experience on
Instagram with
attractive pictures
and videos (Baker
& Saren ,2016).
2. The firm
aims to
revive its
website and
To ensure that
maximum
customers are
engaged into the
Moreover, very
often the firm can
hold hashtag
competitions and

engage in
useful
content in
the coming 6
months
overall content of
the website of the
hotel using Twitter
(Bagozzi et al.,
2018).
provide some lucky
customers, a chance
to stay at the hotel
for free as this
serves as a good
source of
promotion.
3. The firm
aims to
improve
upon the
customer
interaction
and revive
its
interaction
with
customers
on social
media
(Armstrong
et al., 2015)
The firm aims to
engage in Facebook
to ensure interaction
with the customers.
This means that if
the Mitchell Hotel
apartment wants to
ensure that, it is
able to take in the
view of the different
customers then in
this case it would be
required to engage
in the comments
and posts shared by
the customers.
4. The firm
will be
required to
improve
upon its
overall
brand
appeal.
Using television
advertising
If these strategies
are followed
diligently by the
firm then, it will be
able to ensure
considerable
success in the long
run.

SECTION FIVE: CONCLUSION
Therefore, from the given it can be mentioned, that any firm which wants success in
the modern age business, would be required to adopt the digital marketing strategies
adequately as this will help the firm to ensure that they can meet up with the needs and
demands of the different customers easily. The particular report aided in understanding the
overall target market of the firm and along with this, provided the hotel apartment with four
different strategies which can be adopted by it to ensure success in the long run in order to
drive a comprehensive strategic marketing plan to assist in ensuring long term success.

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