UVC International Maketing Plan & Strategy 2019

First page 1 Next page Last page

This Marketing Plan & Strategy was created for UVC International by Brittany Blanscet, Member Marketing Manager.

UVC International Marketing Plan & Strategy 2019

1 | P a g e

Table of Contents

INTRODUCTION

I NTRODUCTION & G OALS

3 4 4 5 5 5 6 6 6 7 8 9

T ARGET M ARKETING

B UYING C YCLE

BRAND

W EBSITE

C ONTENT M ARKETING

S OCIAL M EDIA M ARKETING

E MAIL M ARKETING

M ISCELLANEOUS C OLLATERAL

SEO

M EASUREMENT & A NALYTICS

M ARKETING S TRATEGY & T ACTICS R ECAP

CALENDARS

**P LEASE C LICK ON THE C ORRESPONDING L INK B ELOW TO BE DIRECTED TO THE CALENDAR **

V ILLA G ROUP E VENTS

10 11 12 13 14 15 16 17 18 19 20

T AFER E VENTS

M ONTHLY D IGITAL N EWSLETTER

P ROMOTIONS

R ESORT E VENT O PTIONS

K IDS E AT F REE

C ALL C ENTER E BLASTS TO M EMBERS

PA M ARKETING TO M EMBERS

S OCIAL M EDIA P OSTS

E VENT M ARKETING (R ESORT -S PECIFIC )

C ONTENT & C ONFERENCE T RIPS

POLICIES & PROCEDURES

**P LEASE C LICK ON THE C ORRESPONDING L INK B ELOW TO BE DIRECTED TO THE P OLICY **

E BLASTS , N EWSLETTERS , S CHEDULING , & A NALYTICS

2 5

D ISTRIBUTION L ISTS -S TAFF &M EMBERS

S OCIAL M EDIA P OSTING , M ONITORING , R EPUTATION M ANAGEMENT , & A NALYTICS

12 23 26

P RINT N EWSLETTER M ISCELLANEOUS T ASKS

2 | P a g e

Introduction/Goals UVC International is the servicing company for the following clubs: Universal Vacation Club, Villa Preferred Access Club, UVC Resorts (VDP Islands of Loreto), Club Caribe (VDP Cancun) and Garza Blanca Residence Club. Our goal is to offer the highest quality vacation experience possible. To this end, we work diligently to provide top notch services to the vacation clubs we service. Our marketing goals for this year include the following: maintaining positive member reviews online, increasing member engagement on all digital platforms, boost web traffic, amplify eblast and newsletter open and click rates, generate sales for promos and options, and maintain a 24-hour member response rate. Additionally, we will continue to increase member awareness about resorts, membership, destinations, and relevant information by providing daily social posts, regular blog articles, website updates, collateral, etc. on relevant information. Opportunities to grow upon include bridging the communication gap between UVCI, ResortCom and Villa Group/Tafer Resorts. Oftentimes the Club requests information multiple times before getting a response and staff members from the Call Center or Hotel(s) ask the Club Team questions on information that they do not understand. As a solution to this opportunity, the Club Marketing Team will continue to work with the Call Center Training Team along with management staff to improve the efficiency and location of where to obtain needed information. Club Marketing Manager is currently working with Training Manager to upload information to the ResortCom Knowledgebase for training and ease of locating information for all staff members. By 2020, Marketing Manager will work closely with IT and Training Department to create a comprehensive online page for staff members to access all information about resorts, options, destinations, membership, etc. Additionally, by 2020, the Marketing Team will also work with IT on creating a “Marketing Ticketing Platform” where the Marketing Team will be able to easily request information from ResortCom and/or the Resorts and track the views and submissions of all information in one spot. This will minimize redundant emails, increase tracking capabilities and overall boost productivity and timeliness of requests. ResortCom/Resorts will also be able to request needed information from the Marketing Team on this platform. The Marketing Team aims to expand social media reach and contests across all platforms (rather than focus primarily on Facebook as well as recruit and gather content from members and top social media influencers for increased publicity. The Marketing Manager will attend marketing and industry specific conferences and events on a quarterly basis to increase our involvement within the community/industry, bring back knowledge to train the Marketing Team on, and ensure that our marketing strategies continue to be innovative and capture the

3 | P a g e

interests of our audience. The Marketing Manager will also travel to each destination at least once per year to have meetings with resort operations staff and marketing teams and to gather information/photos about the resort and surrounding destination for training, marketing, and publicity purposes. Target Marketing Market and send promotions to members based on interests and activities/events offered at and nearby the resort. The Club has and will continue to conduct an annual survey of member interests to collect data on member interests and to better promote to these members based on this. Food Experiences (wine or tequila tasting, cooking classes, etc.) • Health & Wellness Events (nutrition seminars, yoga, meditation, etc.) • Water Activities (fishing, boat tours, etc.) • Land Activities (ATV, city tours, etc.) • Tournaments (marathons, fishing competitions, etc.) • Local Flavor (Art Walks, Holiday Festivals, etc.) • Golf (rounds, lessons, tournaments, etc.) Buying Cycle Most of our members book their vacation(s) at least 120 days prior. Many purchase options (meal plans, spa services, events, etc.) 90-120 days prior to their vacation date. With this information in mind, the Club sends promotions 120 days prior to members travel and sends ample follow-up within the 30-60-90-120 day window periods before a member travels to maximize bookings. Sample emails on this include the Member Anniversary Promotion, BOGO, Seasonal Offers, Event Options, Etc. Pre-Arrival emails are also timed within this process for all upcoming reservations and the Club works with ResortCom to ensure that accurate and up to date information is provided to all members. Brand This year, we redesigned our UVC International logo by modernizing the color scheme. We now use blue and gold hues to appeal more to the idea of a beachfront vacation in an elegant manner. This change in our color scheme has and will continue to help us maintain our elegant style but while utilizing more beach colored photos in our marketing to further unify our color scheme and visually appeal to our audience. Sample interests include but are not limited to: •

4 | P a g e

This year, all team members received new business cards with our updated branding. We will finish redesigning our UVC International website, social media pages and digital collateral to follow our new branding guidelines and ensure that our information matches across all platforms. We will implement the use of more collages and videos along with travel blogger submissions on all digital channels to engage members in a fun and elegant way. Website We are currently redesigning our UVC International website so that it follows our new branding guidelines, is more visual with larger photos and galleries of the resort and amenities, is easier to locate information, and resembles the Villa Group’s website; this will ensure that all our branding is cohesive and eye-catching to our audience. It will also make sure that all members can find accurate information easily. Our new website design will expand on website analytics so we can track the top pages and blog posts visited to understand what information our members want the most of. We will make our promotion and calendar pages more visual so that the content is easier to read and stands out to our members. All promotions and events will continue to have landing pages so that if members are interested in booking these, they can submit their info for an agent to follow-up with them on. The Club also works with the Villa Group and Tafer web teams to ensure that content and photos are accurate and updated on a regularly basis. When membership information is updated, Marketing Manager works with the Villa Group and Tafer web teams to ensure that their websites reflect this new information. Content Marketing UVC International will continue to use blogs, digital collateral, print collateral, e- books (made with Flipping Book), web pages, digital newsletters, and print newsletters to promote the use of membership and travel to the resorts. Monthly blog articles for each destination and resort along with informative updates [on membership, scams, points, member meetings, rules, tips, etc.) and at least one travel blog post by a travel blogger per month will be posted on the blog, shared in the digital newsletter, and shared on social media. We will continue to provide information to our members on all digital and print platforms. By Quarter 3 we will add a “Did you know?” corner in our monthly newsletters as well as post this info on social media and the blog. This year, we will evolve the “Brittany’s Travels” blog into a “Travel Trend Setters” blog and recruit top travel bloggers and influencers to have articles featured on this page in addition to sharing their content on our social media pages and their own website, blog and social media pages to maximize exposure and help us recruit new members.

5 | P a g e

Social Media Marketing We will continue to grow and evolve our presence on Facebook, Pinterest, Twitter, and Instagram. Facebook is our largest platform with almost 8,000 members and we will run quarterly contests to work on increasing our fans on this page. Twitter, Pinterest, and Instagram have been smaller platforms for us. In Quarter 2, the Club has started to more actively engage with fans on these pages daily and in Quarter 3 the Club will run social media promotions to build followers on all our pages. Hash tags will be utilized to optimize SEO. Common hash tags that the Club uses: #MyUVCI #ResortDestination #ResortName #ActivityName #BrittanysTravels #Foodie #Wellness #MemberExperiences #FunintheSun #TravelTuesday #WellnessWednesday and applicable resort hash tags (ex: #DanzanteBay #PGA). The goal of these accounts is to keep members in the know about membership information, the resorts, destinations, and activities along with build excitement and drive members to book their member time and options. We will utilize our social media calendars to ensure that posting and messaging showcases each resort once per week on each platform with key updates and info along with a visually compelling photo, collage and/or video. Marketing Assistant will post daily and engage with followers on all channels every day. Email Marketing The Club sends seasonal and exclusive promotions such as BOGO, anniversary rewards, points discounts, etc. to incentivize members to book. We utilize the Oracle Right Now Platform to send out all eblasts. A list of promotions that we offer are explained on the “Promotion” tab on our “2019 Club Calendar.” Weekly eblast statistics on open rates, click rates, and booked rates along with revenue are compiled and analyzed to gauge marketing effectiveness. Miscellaneous Collateral The Club Marketing Department regularly administers surveys to gauge member feedback on interests, membership wants, questions, Annual Meeting feedback, etc. at least once per quarter. This feedback is used to help make decisions when making changes to resort properties/services offered, marketing to member interests, event planning themes, etc. It also serves as a tool for us to gauge common themes in member feedback to further improve the membership experience for all.

The Club creates informative digital brochures of all membership documents such as Club Rules, Member 101 PowerPoints, Points Charts, and more, and turns these

6 | P a g e

into Digital Flipping Books so members can easily access all membership information on our website.

All important announcements such as resort construction, voting for resort award nominations, menu changes, hour adjustments, etc. are posted on all digital platforms, sent out via eblast to arrival members, and communicated by agents in the call center to members, if applicable.

SEO With our new website, the Club Marketing Department will work with the web team to utilize the 2-2-2 SEO Strategy. This strategy utilizes 2 key simple words we want to rank for, with 2 keywords paired with a location, along with 2 other keyword modifiers on each web page to help us show up at the top of all search results. For example, if we are promoting Golf at the Islands of Loreto we would implement the following: • 2 simple keywords: Golf resort, golf packages • 2 keywords paired with location: golf resort, Loreto • 2 other keyword modifiers: best golf course, luxury golf packages We will pair keywords with content by building web pages of content centered around each keyword. For our resorts, the keywords will always relate to the names of the different resorts, amenities, destinations, and other keywords that relate to the page topic. To further help us rank high in search engine results, we will create page titles with keywords, utilize meta descriptions with keywords, use a keyword within the first paragraph, use keyword within headline, have two images with keyword in alt tags, utilize bullet list with variant keywords, and have a link with the keyword. Approximately every three hundred words will have one keyword. We will replicate these efforts in our content marketing and social media efforts to ensure that our focus of each post is clear and shows up in search results. Common hash tags will also be utilized when promoting on social media to further enhance SEO.

7 | P a g e

Measurement and Analytics Club Marketing team pulls eblast statistics on a weekly basis from Oracle Platform to update our Booking Statistics document. Once this document has been updated, Marketing Manager requests the Call Center Admin team to add the booking rates and profit for each option/eblast/promo so we can track effectiveness of each promotion and alter, if appropriate. For all social media channels, Marketing Assistant pulls weekly likes and engagement stats to compile into monthly Facebook report that is sent to Club Team and Bob Kistner. By the end of Quarter 3, Marketing Assistant will pull this same data and send out reports for Twitter, Instagram, and Pinterest as we grow these accounts. Since our Club website is being redesigned, we are currently not able to track top page visits, engagements, and popular topics/pages. Once this redesign is complete, the Marketing Assistant will provide a Quarterly Report on the Club Website and Blogs with this information, so we can further track the performance of these pages and best provide our members with information that they want to see.

8 | P a g e

Marketing Strategy & Tactics Recap Overall, the Marketing Team’s main projects for this year are as follows: • Offer the highest quality vacation experience possibly by providing top notch communication service to all members on all communication channels (newsletters, blogs, website, social platforms, etc.) • Maintain positive reviews online • Increase member engagement on all digital platforms • Grow fans on Instagram, Twitter, and Pinterest • Boost web traffic to Club sites • Evolve the “Brittany’s Travels” blog into a “Travel Trend Setters” blog and recruit top travel bloggers and influencers to have articles featured online to maximize exposure and gain new members • Amplify eblast and newsletter open and click rates • Maintain 24-hour member response time • Rebrand UVC International • Increase target marketing to members within the buying cycle • Drive sales through promotions and information across all channels • Improve use of analytics and tracking to further gauge effectiveness • Increase the use of content marketing to drive engagement and sales • Hold quarterly social media contests to drive fans and positive testimonials • Work with IT Department to create ticketing platform and online training space for Marketing Department to increase job efficiency and communication across all companies • Work with ResortCom Training to update all info to Knowledgebase and train staff on to enhance communication with members and in return to drive sales • Maintain positive reputation of the Club by keeping our members in the know about all Club updates, resort info and relevant information (including scams, travel advisories, etc.) • Improve use of SEO to continue to rank in top search engine results

9 | P a g e