Digital Marketing Plan for Sofitel Sydney Wentworth: MKG203 Report

This report offers a comprehensive digital marketing communications (DMC) plan tailored for the Sofitel Sydney Wentworth hotel, a luxury establishment within the AccorHotels group. The report begins with an executive summary outlining the objective to develop new and creative DMC strategies to enhance customer loyalty in a competitive market. It presents a detailed SWOT analysis to identify the hotel's strengths, weaknesses, opportunities, and threats. The plan then defines the target marketing, positioning, and branding of the hotel. The report outlines specific DMC objectives, followed by a proposed DMC mix plan that includes social media marketing, website optimization, and email marketing. The plan also incorporates a monitoring and control strategy to measure the effectiveness of the implemented strategies. The conclusion summarizes the key recommendations and the potential impact on the hotel's customer base and brand loyalty. The report also includes sample blog posts and email newsletters to illustrate the proposed strategies.

Running head: DIGITAL MARKETING COMMUNICATIONS
DIGITAL MARKETING COMMUNICATIONS
Name of the Student
Name of the University
Author Note

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Executive Summary
The aim of the paper is to develop new creative Digital Marketing communication strategies
for five star Sofitel Sydney Wentworth which is a part of Sofitel Hotels and Resorts after
doing a proper SWOT analysis. In the ever-changing dynamic business environment, where
all the rival five star hotel are also providing all the similar facilities at a similar cost, gaining
brand loyalty from the costumers is a tough task, thereby making advertisements and
promotion in digital media an important influencing factor. Lastly, the paper concludes by
stating the various Digital marketing Communication strategies, which would not only help
Sofitel Sydney Wentworth to increase its customer base but would help to increase the brand
loyalty. The various Digital Marketing Communication strategies suggested would be
promoted through new media like the social media, which has a much higher reach.

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Table of Contents
INTRODUCTION......................................................................................................................3
DISCUSSION............................................................................................................................3
ABOUT THE COMPANY....................................................................................................3
COMPETITIVE.....................................................................................................................4
SWOT ANALYSIS................................................................................................................4
COMPANY’S TARGET MARKETING, POSITIONING AND BRANDING...................7
DIGITAL MARKETING COMMUNICATIONS OBJECTIVES........................................7
DIGITAL MARKETING COMMUNICATIONS MIX PLAN............................................8
MONITORING AND CONTROL......................................................................................10
CONCLUSION........................................................................................................................11
REFERENCES.........................................................................................................................12
APPENDIX..............................................................................................................................14
SAMPLE BLOG POST.......................................................................................................14
COMPANY`S EMAIL NEWSLETTER.............................................................................15

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INTRODUCTION
Sofitel Sydney Wentworth is a part of Sofitel Hotels and Resorts is a five star hotel
chain, which was founded in the year 1964 in the beautiful country of Paris, the French
capital, is a chain of luxury hotels and is headed by the Accor Hotels since the year 1980. In
the ever-changing dynamic business environment, where all the rival five star hotel are also
providing all the similar facilities at a similar cost, gaining brand loyalty from the costumers
is a tough task, thereby making advertisements and promotion in digital media an important
influencing factor. Perhaps there is a need to look beyond the conventional and predictable
advertising strategies, which are presently deployed. The following sections elaborate on the
various digital marketing communications creative strategies created keeping in mind the
target consumers after doing a proper SWOT analysis and advertised through various digital
media like the new media which includes the social media.
DISCUSSION
ABOUT THE COMPANY
Sofitel Sydney Wentworth is a part of Sofitel Hotels and Resorts, which was founded
in the year 1964 in the beautiful country of Paris, the French capital, is a chain of luxury
hotels and is headed by the Accor Hotels since the year 1980. With each progressing year,
Sofitel Hotels and Resorts soon grew internationally all around the world in order to become
one of the biggest hotel chain with more than “200 properties”. In the year 2008, “Sofitel
Hotels and Resorts became one of Sofitel became a brand of luxury hotels only, downsized
its property count to 89, and created new brands”. Sofitel Hotels and Resorts is well known to
involve the french traditions which helps to increase the importance of the hotel as the

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“largest single brick structure in the southern hemisphere”. The Sofitel Hotel and Resorts has
a 15 storeys which was gently curved around the elevated garden courtyard (Sofitel, 2019).
COMPETITIVE
Sofitel Hotels and Resorts which is five star hotel in the Australia, faces huge
competition from other Luxury Hotels and Resorts which are- Great Southern Hotel, Park
Hyatt Sydney, Four Seasons Hotel Sydney and Radisson Hotel and many more. The
following hotels are luxury hotels like the Sofitel Hotel and Resorts. They provide a decent
fully furnished hotel rooms with latest facilities and at a reasonable price.
In order to stay ahead from its competitors who are also a luxury hotels, Sofitel Hotels
and Resorts also provides various other additional services like the “SoSPA and SoFIT,
Sofitel’s spa and wellness centers”. In the Sofitel Hotel and Resorts, “The So Boutique hotel
stores sell the products found in Sofitel's venues”. In Sofiet Hotel and Resorts, there is a
concept of “My Bed which mainly promotes good sleeping experience”. In Sofeit Hotel and
Resorts, they host parties and various events. “La Nuit by Sofitel, recurring parties organized
by Sofitel and happening around noteworthy fashionable events worldwide”.
However due to increasing competition in this dynamic changing business
environment, in the recent times have also started providing the other various services that is
already being provided by the Sofitel Hotels and Resorts. In fact, all the luxury hotels and
resorts that are present in Australia are trying to increase their customer base and to improve
their brand image in the overall market scenario.
SWOT ANALYSIS
The SWOT analysis is a strategic planning technique which is used to help a person
or organization identify the strengths of the person or organization, the weaknesses of the
person or the organization, the opportunities of the person or the organization, and the threats

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of the person or the organization which are related to business competition or project
planning.
Talking about the SWOT analysis of the Sofitel Sydney Wentworth is a part of Sofitel Hotels
and Resorts, The strength of the Sofitel Sydney Wentworth which is a part of Sofitel Hotels
and Resorts are:
1. Sofitel Sydney Wentworth is managed by a leading well-known AccorHotels since
the year 1980. AccorHotels has been the leading hotel operator and the market leader
in the European continent. Over the past few years, the AccorHotels is present in
around more than 92 countries with more than 3700 hotel branches all around the
world.
2. Sofitel Sydney Wentworth is a heritage listed five-star hotel based in the heart of
Sydney's shopping and business district. In addition, Sofitel Sydney Wentworth is a
well known for its iconic architectural structure.
3. In the iconic five star luxury hotel, Sofitel Sydney Wentworth, the customer can
“expect warm personal service, 436 luxurious rooms with most overlooking a central
Garden Courtyard, extensive meeting and conference facilities, a health club, stylish
French inspired restaurant and a fashionable lounge, perfect for entertaining friends or
work colleagues”.
4. There are various facilities at are offered at the iconic five star luxury hotel, Sofitel
Sydney Wentworth. There are around 14 different types of rooms.
5. The location of the iconic five star luxury hotel, Sofitel Sydney Wentworth, is an
important factor on order to attract the customers. The hotel is just about “20 minute
drive from Sydney airport, perfect for both business & leisure travelers”. “Some of
Sydney's iconic attractions are only a short stroll from the Sofitel Sydney Wentworth,
including the Sydney Opera House & Sydney Harbour Bridge. Indulge, relax and

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unwind with a stay in 5 star luxury Sydney accommodation, embrace the hotels
charm”.
The weakness of the Sofitel Sydney Wentworth, which is a part of Sofitel Hotels and Resorts,
are:
1. Talking about the Human Resource management in the Sofitel Sydney Wentworth,
which is a part of Sofitel Hotels and Resorts, it can be said that movement of the
employees is quite slow and the promotions are long overdue
2. While mentioning about the interior of the room, many customer had mentioned in
their feedback that the rooms needed a redo.
3. As per the customer feedback, the lifts of the hotel are also very slow and they needed
a maintenance work.
4. The promotional strategies should also need to be worked upon.
The opportunities of the Sofitel Sydney Wentworth, which is a part of Sofitel Hotels and
Resorts, are:
1. To incorporate royalties in their promotional strategies.
2. To adopt the policy of celebrity endorsements to improve brand image of the Sofitel
Sydney Wentworth.
3. To invite the various heads to state to the five star Sofitel Sydney Wentworth in order
to boost the public image of the Sofitel Sydney Wentworth.

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The threats of the Sofitel Sydney Wentworth, which is a part of Sofitel Hotels and Resorts,
are:
1. Increased in the number of competition with the opening of new five star hotels like
the Great Southern Hotel, Park Hyatt Sydney, Four Seasons Hotel Sydney and
Radisson Hotel and many more.
2. With the increased competition, there is increase in the piece war between the five
star hotels.
3. In the recent times, there is the latest trend of opening up of Hotels with in house
casino.
4. The newly opened five star hotels tend to incorporate newer facilities and latest
equipments to increase their customer base.
5. The social media feedbacks also play a vital role in creating customer opinions.
COMPANY’S TARGET MARKETING, POSITIONING AND BRANDING
The marketing strategy is based on the various need and demand of the customers.
The company has successfully highlighted its marketing strategies in various subjects and
sections. The approach is made to the mass and hence the strategy is only based to the
company’s supervision. No difference is made in the marketing strategy based on the
customer characteristics. Thus the outcome of the marketing is much more compared to
specified marketing strategy. The company has been successfully running for a long time,
hence it has a customer base on which it can rely on for its smooth running and performance.
The digital media is used to reach the most of the mass, so that the outsourcing of the
company remains steady and the growth of the company is of affected by any means.
The company is based on the only one type of market that is completely based on the
hotel management and managing and organizing events. Since the company does not any

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other types or departments of its own and only recognized as one of the popular luxury hotels
in Australia, hence it has focused it’s marketing to the need and the demand of the domain it
follows and maintains. The maintenance and handling of the agendas and conducting
ceremonies with utmost care are the specializations that are maintained by the company. In
digital grounds the company has their page which are quite popular in the social networking
sites. That delivers greatly to the customer involvement and increase in number of clients.
The company also does the marketing according to their approach and he demand.
Hence if they notice in any change of the demand from the customers or any change in the
different seasons of the market the company adopts various different strategies to attract and
gain customers. There are several and different season for which the company chooses
different strategies efficiently to lure customers. Thus the customer satisfaction is also kept in
mind and is of a greater concern to the company. There are certain condition where the
company uses various types of advertisements using popular personalities so that the
customers gain interest and avail their services.
DIGITAL MARKETING COMMUNICATIONS OBJECTIVES
The main objectives for Digital Market communications are-
1. Digital Marketing communications to increase in the customer base through
promotions and advertising in new media such as the social media like facebook,
instagram and twitter along with various other Mobile Apps and through innovative
and interactive online website. Since new media has a much higher and greater, reach
among the people than the old traditional media like the print media, which mainly
includes the newspapers and the magazines along with leaflets, pamphlets, hooding
and billboards. In addition, the traditional media may also include the Audio Visual
media like the Television and Radio. Since nowadays almost everyone has a

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Smartphone with good internet access, data from the new media can be accessed from
anywhere anytime at one`s own convenience. However, traditional media like print
and television would be require to promoted the organization in the new media
through advertisements. A time period of about three to four months would be
selected where, the new features, new additions to the organizations, positive changes
would be promoted (Chaffey & Ellis-Chadwick, 2019).
2. Through the promotion with the help of new media, there would be a increase in the
website traffic. More and more customer would try and search the website of the
organization.
3. This would give rise to the option of “search engine optimizations”. As a result,
whenever a customer would type any key word or a phrase related to that
organization, the name of the organizations would come first in the search bar.
4. Through Digital marketing Communications, the main social media objectives would
be decided. Through social media and online advertising, an organization could
increase its Brand image and brand awareness among its customer. In addition, it
would help to increase the Brand loyalty among its customer, which is very difficult
to maintain in recent times because of the various newer options in the business
market. In addition, customer feedback could be received in social media, which is a
difficult thing to get in new media.
DIGITAL MARKETING COMMUNICATIONS MIX PLAN
The various Digital Marketing Communication Mix options that could be applied for the
Sofitel Sydney Wentworth,
1. Social Media Marketing

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“Social media marketing is all marketing which goes on within social networks” such
as Facebook, Twitter, LinkedIn, MySpace, and many more. Social media marketing is
all marketing, which goes on within social networks such as Facebook, Twitter,
LinkedIn, MySpace, and many more. New media like the social media has a much
higher reach than the rest of the traditional media. Sofitel Sydney Wentworth, could
put up advertisement on these social media sites. This would help them to improve
their brand image and increase their brand loyalty. Sofitel Sydney Wentworth couod
open up pages on these social media sites, which would contain the link to their
official website directing the customer to their official website.
2. Online Live events
Sofitel Sydney Wentworth could play host to various big cooperate events and
entertainment events like fashion show, book launch, movie trailer launch. The Sofitel
Sydney Wentworth could then broadcast it live on social media. This would help in
improving their brand image and increasing their brand loyalty. In addition, the
Sofitel Sydney Wentworth could also organize various online game and quiz shows
for both adults and kids. The winner of these online gaming events could would get
discounts at the rooms and restaurants at the Sofitel Sydney Wentworth hotel.
3. Online Public Relations (PR)
Online public relations is important for the maintaining the reputation of a
organization in a “digital space”. Online pubic relations also help in creating a
positive publicity with the help of instruments like the “press releases, online events,
and blog activities”. In many ways the it can be said that the online public relations is
closely associated with the “social media marketing and can also be supported by
social media advertising”.

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4. Search Engine Marketing.
Search Engine Marketing would include Search Engine Optimization. It means
whenever a customer would type any key word or a phrase related to that
organization, Sofitel Sydney Wentworth hotel in this case, the name of the
organizations would come first in the search bar.
5. Sponsorship
Through Sponsorship, Sofitel Sydney Wentworth hotel could be linked with other
brands which might have a different content for the purpose of increasing the brand
awareness and brand appeal.
MONITORING AND CONTROL
The Digital marketing communication officer would mainly be responsible for the
monitoring and control.
1. In Social Media.
The effectiveness of the online strategy in the social media could be accessed through
the number of followers, through the number of people liking, sharing and
commenting the post of the Sofitel Sydney Wentworth. More number of people
indicates more people are involved with the hotel.
2. In Online Live Events.
The effective of the various online live events could be checked trough the number of
people watching and taking part in the online live events. More number of people
indicates more people are involved with the hotel.
3. In Search Engine Marketing.
The effectiveness of the Search Engine Marketing can be accessed. “To check the
keyword rank in Google ranking, use our free Keyword Position Checker. Just enter