Jessica Cushing

MARRIOTT INTERNATIONAL, INC.

• Direct Competitors-Marriott has companies that are the same as them

• Highly Competitive- all offer the same product in similar locations

• Need to Differentiate- have to offer the customer something they

don’t get from your competitors

• Customer Service is key

THE INDUSTRY

• Business Travelers• Leisure Travelers• Conventions• Weddings

THE CONSUMER

Budget : $3 million

DIGITAL MARKETING STRATEGY

• Social Media• Internet • Mobile

OUTLETS

• Facebook• Twitter• Blog

SOCIAL MEDIA

• Google-S.E.M

• Wedding Websites-banner ads-focused on honeymoons and location for weddings

• Travel Websites - Feature Vacation Club and Marriott Resorts

• Social Event Websites- Run adds on upcoming major social gatherings that

could utilize several to all levels of Marriott hotels in the location of the event.

INTERNET MARKETING

• Partner with Foursquare• Promote the present free mobile

app• Develop and integrate a paid mobile

app• Make mobile app users a user

profile

MOBILE

• Jan.-Feb. $750,000- New Years, Valentine, Superbowl, spring break trips

• March-April $250,000-NHL playoffs

- weddings

• May-June $750,000- Summer vacation -NHL playoffs- Weddings

• July-Aug. $250,000-summer vacation

-resorts

• Sept.-Oct. $250,000-labor door

• Nov.-Dec. $750,000- holidays

-resorts

AD TARGET TIMELINE

• 20% increase in direct online reservations

• 15% increase in Marriott Vacation Club memberships

• 50% increase in download of the free mobile app

• 10,000 more Facebook likes• 3,000 more Twitter followers

MEASURING SUCCESS