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DraftFCB Case Competition: Strategic Initiative for Marriott

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Information about DraftFCB Case Competition: Strategic Initiative for Marriott
Marketing

Published on March 15, 2014

Author: ChristineSpitler

Source: slideshare.net

Description

This presentation was the result of a case competition sponsored by DraftFCB as part of Miami University's Chicago Advertising, Media, and PR Week.
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STRATEGIC INITIATIVE PROPOSAL September 12h, 2013 Chicago, IL Team Dorsey Lisa Bernath | Catherine Morrison | Christine Spitler | Amanda Vankoski for

2 AGENDA The Problem The Opportunity Cultural Insights Target Market The Proposal Q & A 3-4 5 6-7 8 9-12 13 Lisa Bernath | Catherine Morrison | Christine Spitler | Amanda Vankoski

3 THE PROBLEM Lisa Bernath | Catherine Morrison | Christine Spitler | Amanda Vankoski Marriott is seen as a hotel that caters only to business needs.

4 THE PROBLEM Lisa Bernath | Catherine Morrison | Christine Spitler | Amanda Vankoski Business Travel Vacation

5 THE OPPORTUNITY Lisa Bernath | Catherine Morrison | Christine Spitler | Amanda Vankoski Business Travel Vacation ?

6 THE TARGET MARKET Lisa Bernath | Catherine Morrison | Christine Spitler | Amanda Vankoski Millennials Young professionals have come to expect more from corporate travel. • Work and play are not mutually exclusive • 84% of millennial travelers are willing to extend their business trip for leisure.

7 WHY MILLENNIALS? Lisa Bernath | Catherine Morrison | Christine Spitler | Amanda Vankoski They will soon be the dominant group of both business and leisure travelers. Brand loyal 45.6% would choose their favorite hotel brand over one with a more convenient location. … compared to 36.6% of older generation WORK | PLAY | STAY

8 CULTURAL INSIGHTS Lisa Bernath | Catherine Morrison | Christine Spitler | Amanda Vankoski • ISOLATED TOGETHERNESS • DESIRE TO UNPLUG IN A TECHNOLOGICAL WORLD • FOMO

9 ISOLATED TOGETHERNESS Lisa Bernath | Catherine Morrison | Christine Spitler | Amanda Vankoski Young Millennials work differently. • 36% of Millennials say that they prefer to work in the lobby, compared to 17% of older generations Tactic: Make Marriott’s lobbies the “third space” (coffee shop) • Open • Trendy • Technology equipped • Bar/Coffee WORK

10 DESIRE TO UNPLUG Lisa Bernath | Catherine Morrison | Christine Spitler | Amanda Vankoski Stepping away from the work… 80% admit that sometimes they “just want to unplug and enjoy the simple things” 69% rely on hotels to connect to new people during their stay 65% credit “exploring new cities” as the most exciting aspect of business travel Tactic: “Unplug and Connect” In-House Events • Encourage social interaction among guests • Experience new city/ local culture PLAY

11 FOMO Lisa Bernath | Catherine Morrison | Christine Spitler | Amanda Vankoski What is FOMO? • Paralyzed by Choice • Heightened by Social Media • “Did I make the right choice?” Fear of Not Sharing Tactic: “A Story to Share” (#StorytoShare) • Brand Awareness • Reassurance & Validation “If I didn’t check-in on FourSquare and there aren’t photos of the night on Facebook, did it really happen?” STAY

12 Lisa Bernath | Catherine Morrison | Christine Spitler | Amanda Vankoski PROBLEM: Marriott is seen as a hotel that caters only to business needs. • Lost Demographic • Redefining Traditional Corporate Travel • Balancing Work and Play SOLUTION: Change the way Millennials view Marriott • Make it THEIR hotel of choice for not only business but all travel. WORK | PLAY | STAY

13 Lisa Bernath | Catherine Morrison | Christine Spitler | Amanda Vankoski Questions?

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