Digital Marketing Presentation: StudentUniverse NT Campaign Plan

This presentation outlines a digital marketing strategy for StudentUniverse to attract young UK tourists to Australia's Northern Territory. It begins with a situational analysis, identifying challenges such as perceptions of expense and remote location, and opportunities to highlight diverse attractions. Secondary research reveals a growing interest in travel among young people, particularly to coastal and safari destinations. The proposed 'Big Idea' centers on engaging youth and encouraging them to take responsibility for their homeland through the message: “YOU CAN MAKE A DIFFERENCE”. The campaign, with a £70,000 budget, uses a social media strategy, primarily vlogging, with a shoutout from YouTube influencer OzzymanReviews and prizes (GoPros) to generate interest. The target market is UK students and young professionals aged 18-30 with interests in adventure and Instagram. The presentation outlines an integrated marketing communication plan, including sales promotions, sponsorship, and social media marketing, following the AIDA model to create interest and generate word-of-mouth marketing. The presentation also includes a budget breakdown, campaign timeline, and a test and learn process.

DIGITAL
MARKETING
Tourism in Northern Territory

Introduction
Components of the Presentation:
◦ Background
◦ Situational Analysis
◦ Research
◦ Big Idea
◦ Targeting
◦ IMC plan

Background: StudentUniverse
◦ World’s leading travel booking service
◦ Specially suited for students
◦ Headquarters: Boston
◦ Also present in many major cities such as New York, London, Brisbane, etc.
◦ Providing best services at reasonable prices.

SITUATIONAL
ANALYSIS

Background: Northern Territory
◦ Decline in young visitors in NT.
◦ Possibly due to perceptions that NT
is expensive, uncomfortable, remote
and others.
◦ There are various attractions in the
location.
◦ Diverse flora, fauna and attractions

Situational Analysis
Main Challenges:
◦ StudentUniverse needs to change the
positioning.
◦ Northern territory needs to be positioned
as an Instagrammable destination.
◦ Highlighting the core attributes will help
in attracting tourist.
◦ Bush fires throughout (Vardoulakis et al.,
2020)
◦ Corona Virus Outbreak (Maijama et al.,
2020)

RESEARCH
Secondary

Findings
• There is rise in the
number of young
people showing
interest to travel
(Chatterjee, 2018).
• They either travel in
groups, couples or
solo.
• Australia is a tourism
hotspot.

Findings
• The main cities in
Australia used to
attract the highest
number of tourists.
• Popular destinations:
Melbourne, Sydney,
Brisbane, etc. (Ma et
al., 2016).
• New interests: Coastal
areas and Safari (Filmer
et al., 2016)

THE CREATIVE
STRATEGY: BIG IDEA

The Big Idea: The message
◦ To engage youth in the Northern
Territory to take responsibility for
their homeland.
◦ “YOU CAN MAKE A DIFFERENCE”
◦ “We Don’t Need to Make NT Great
Again”
◦ “It is already vivid and beautiful”
◦ “IT IS UP TO US TO LET THE WORLD
KNOW”

The Big Idea: OBJECTIVES
◦ To develop a creative campaign
◦ To generate 350 bookings
◦ To generate booking from clients based in UK.
◦ To maximize turnover throughout June 2020.
◦ BUDGET : £70,000

The BIG Idea
◦ Type of Strategy: Social Media
Strategy
◦ Vlogging to be used as the main tool.
◦ Shout out by YouTube Influencer
Ozzyman from OzzyManReviews.
◦ Engaging the youth Vlogging.
◦ Prize: 10 Go Pros

Creative Strategy
◦ To engage the younger population.
◦ To generate interest among the UK consumers.
◦ The strategy uses the AIDA model (Hadiyati, 2016)
◦ Creating interests with the help of Shoutouts and Prizes.
◦ Highlighting the attractions through the Vlogs
◦ Generating positive word of mouth through vlogging.
◦ Reducing the expenses from the part of StudentsUniverse
◦ Channel: Direct marketing with social media

TARGET MARKET

Target Market
◦ Aged groups: 18-30 years
◦ Nationality: UK
◦ Occupation: Students and Young
Corporates
◦ Interests: Instagram, fun filled
adventures, exciting destinations
and adventure
◦ Income group: Mid-High Income
group

Target market
◦ The strategy has ben developed
based on the segmentation
◦ Young Audiences has been targeted
for the campaign.
◦ Hence, social media
strategy>Vlogging is deemed to be
an appropriate strategy.
◦ It can create positive word of mouth
(Markovic, 2018).
◦ Furthermore, the budget will be
sustained with the help of same.
Core
component
s
Identify
Targets
Store
information
Provision
developmen
t
Marketing
process
Governing
Data Strategy

IMC PLAN
Integrated marketing communication plan

Integrated Marketing
Communication
◦ IMC refers to the methods or tools with the
help of which motive can be communicate
to the consumers (Finne & Grönroos, 2017).
◦ Types of IMC tools (Henninger, Alevizou &
Oates, 2017):
◦ Advertising
◦ Personal Selling
Direct Marketing
◦ Social media marketing
◦ Public Relations
◦ Sales Promotion
◦ Sponsorships
◦ Word of Mouth
◦ IMC to be used by
StudentUniverse;
◦ Sales Promotion: Prizes> GoPro
◦ Sponsorship: OzzyManReviews
◦ Advertising: Social Media
marketing
◦ Word of Mouth: Vlogging

IMC Plan: Budget (£70,000)
Activity Priority Budget in £
Sales Promotion (GoPro
Prizes)
4 30,000
Sponsorship
(OzzyManReviews)
3 20,000
Social media
Advertising
2 15,000
Facebook 3,500
Instagram 3,000
YouTube 4,000
Pinterest 2,500
Reddit 2,000
Word of mouth
generation
1 5,000

CAMPAIGN TIMELINE
Activity Timeline
Initiation 3 months
Research 4 months
Idea Generation 4 months
Selecting the Target Market 2 months
IMC Plan 4 months
Sponsorship 2 months
Testing and evaluation 1 months

Test and Learn Process
Analysis
Hypothesi
s
Feasibility
Test
Test
Evaluatio
n

REFERENCES
Chatterjee, K., Goodwin, P., Schwanen, T., Clark, B., Jain, J., Melia, S., ... & Stokes, G. (2018). Young people’s travel–What’s changed and why? Review
and analysis.
Filmer, M. S., Hughes, C. W., Woodworth, P. L., Featherstone, W. E., & Bingham, R. J. (2018). Comparison between geodetic and oceanographic
approaches to estimate mean dynamic topography for vertical datum unification: evaluation at Australian tide gauges. Journal of Geodesy, 92(12), 1413-
1437.
Finne, Å., & Grönroos, C. (2017). Communication-in-use: customer-integrated marketing communication. European Journal of Marketing, 51(3), 445-463.
Hadiyati, E. (2016). Study of marketing mix and AIDA model to purchasing on line product in Indonesia. British Journal of Marketing Studies, 4(7), 49-62.
Henninger, C. E., Alevizou, P. J., & Oates, C. J. (2017). IMC, social media, and UK fashion micro-organisations. European Journal of Marketing, 51(3), 668-
691.
Maijama’a, R., Musa, K. S., Garba, A., & Baba, U. M. (2020). Corona Virus Outbreak and the Global Energy Demand: A Case of People’s Republic of
China. American Journal of Environmental and Resource Economics, 5(1), 10-13.
Ma, E., Liu, Y., Li, J., & Chen, S. (2016). Anticipating Chinese tourists arrivals in Australia: A time series analysis. Tourism management perspectives, 17,
50-58.
Markovic , S., Iglesias, O., Singh, J. J., & Sierra, V. (2018). How does the perceived ethicality of corporate services brands influence loyalty and positive
word-of-mouth? Analyzing the roles of empathy, affective commitment, and perceived quality. Journal of Business Ethics, 148(4), 721-740.
Vardoulakis, S., Jalaludin, B. B., Morgan, G. G., Hanigan, I. C., & Johnston, F. H. (2020). Bushfire smoke: urgent need for a national health protection
strategy. Medical Journal of Australia.