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Lola Lewis - Marketing Campaign Outline Flipbook PDF
Lola Lewis - Marketing Campaign Outline
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Funway Holidays – Florida Unlocked Multi-Channel Campaign Lola Lewis
Contents 01. Introduction & Objectives 02. Campaign Activity 03. Results 04. Summary 05. Other Marketing Activity
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Company & Role Background Funway Holidays was an award-winning tour operator specialising in long-haul holidays to destinations throughout the USA, Mexico, Canada, and the Caribbean. This campaign is typical of one of the many I led on during my time at Funway. My role within the company was as Senior Marketing Executive, a role that encompassed the planning and execution of co-operative marketing campaigns with Funway’s partners, as well as Funway-only campaigns.
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Introduction The Florida Unlocked campaign was a two-part co-operative campaign working with Florida Beaches Tourist Boards to promote their destinations to Funway’s audiences. §
The primary campaign was B2B and targeted to Funway’s travel agent partners.
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The secondary campaign was targeted to Funway’s B2C audience via its B2C brand, My America Holiday.
STRATEGIC OBJECTIVE – RAISING AWARENESS §
B2B – The promotion of Florida Beaches destinations through the Funway brand, by educating and inspiring travel agents to cross-sell to their customers.
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B2C - Raising awareness of Florida Beaches destinations to My America Holiday customers leading to an increase in sales.
OVERVIEW The travel agents signed up to a custom-built training microsite to learn about specific Florida Beaches destinations. Upon completion, they were put into a weekly randomised prize draw to incentivise their learning. The B2C element was a straightforward promotion of each destination to Funway’s B2C customers via digital promotion. Lola Lewis - Campaign Review
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Campaign Activity – Partner Proposal The partner proposal I produced which was used to generate partner interest in Florida Unlocked is unfortunately not available. I have however included as an example a proposal I prepared for a similar campaign. The proposals in general outline the objectives, tactics, costs and expected outcomes of the campaign. The sample proposal attached references Funway’s Peaks Means Prizes campaign. It gives a brief overview of the 2019 campaign, the expectations for 2020, the different partnership package inclusions. The layout and content outline are similar but not identical to the Florida Unlocked proposal. To view please click here
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Campaign Activity – Interactive Microsite The Florida Unlocked microsite was designed as an interactive map highlighting partner locations; whereby agents could complete specific training to unlock quizzes and win prizes. My responsibilities with regards to the microsite build included § Project managing the build by an external agency § Sourcing and adapting content, imagery, logos and videos from partners § Quality control Click here to visit a generic version of the Florida Unlocked microsite.
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Campaign Activity – B2B & B2C Emails B2B emails - Target audience: Funway’s travel agents, promoting a new training opportunity and the chance to win prizes. There were also a number of mail merge emails sent regularly for registrations and reminders and winner announcements. B2C emails - Target audience: Funway’s My America Holiday customers, promoting lesser-known destinations to explore in the Florida Beaches. For this campaign I created and sent 15 emails, as well as a large number of mail merge emails.
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Campaign Activity – Landing Pages B2B landing page – click here B2C example landing page – click here I designed and built the Florida Unlocked custom landing page. All images, copy and links were also within my remit to produce.
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Campaign Activity – Social Media Facebook was Funway’s preferred social media platform as majority of travel agents actively communicate via that medium. My responsibilities included producing imagery and copy, liaising with the partner for sign off, posting content and responding to queries.
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Campaign Activity – B2B Flyer As part of the marketing collateral I designed an A4 B2B flyer for distribution by Funway’s on-the-road Sales team, to target agents that may not be active on social media or email.
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Campaign Activity – Press Releases As part of the campaign I created press release content, which included imagery, and supplied it to an external PR agent for distribution to trade publications.
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Campaign Activity – Asset Creation Asset creation including - website banners - email banners - flyers - social media imagery - Press adverts
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Other Activity Other activity carried out as part of this campaign: § Budget management
§ Managing registrations
§ Liaising with Tourist Boards
§ Building and updating landing pages
§ Sourcing and distribution of prizes
§ Collaboration with internal & external teams to produce content and graphics
§ Answering agent queries via email and social media
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Results Each Florida Beaches partner received a detailed pdf showing campaign performance. Please click here to view proof of performance for Panama City Beach.
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Summary As mentioned already under some of the activity, my responsibilities for this campaign encompassed a varied range of tasks. §
Campaign management from start to completion
Some aspects were in collaboration with internal & external teams
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Proposal creation
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Project managing the microsite build
Content production – collaboration with Product Manager & Tourist Boards
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Email creation
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PR – collaboration with external PR agency
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Website landing page creation
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Sourcing pricing and offers from internal Commercial team
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Asset creation
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Social media management
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Campaign reporting
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Other Marketing Activity As part of other campaigns I’ve produced a variety of other marketing collateral including creating press ads and banners for travel sites, arranging production of promotional items and creating mini-brochures.
Fireplace banner – TTG
Travel Weekly Press advert
Brochure
Promo items
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Thank you I hope the above gives a clear representation of a part of my marketing campaign experience. If you require any further information please do get in touch.
Lola Lewis [email protected] 07828829342
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