A task to prepare a formal written marketing plan for the Relais Christine Boutique Hotel in Paris, France. http://www.relaischristine.
You are required to select appropriate strategies to meet your objectives. This does not need to include
all available channel strategies but should focus on your objectives. Although the focus will be on a main
strategy it will need to incorporate other strategies to be successful and will need to include detailed
actions to attract, convert and retain customers. The plan should include tracking and analysis of
customer behaviour and conversions.
As the main aim of most strategies is to drive customers to the website, all reports should include
information on domain names, hosting issues and SEO design. Website planning should include
planning for SEO, and information on what website features will be implemented to improve conversion
rates. This includes a wireframe site structure map, and blueprint of an example landing page.
Strategies should be fully detailed on costs, examples and implementation. For example, if blogs or PR is
the focus then you should include information on the blog used, costs, management, example postings
and analysis of tracking to sales. If newsletter is the focus then you will require details of the how to
create email database, newsletter application used, costs, example articles and tracking to sales.
Marking will be based on your strategy detail on acquiring, converting and retaining customers. Do not
just focus on acquiring. You need to follow through on how you will convert and retain customers with
maximum conversion rates.
This is a formal written report, as would be expected by management, and requires appropriate report
layout and formatting. Referencing must be included, and in the correct format. THIS MUST INCLUDE:
• Assignment Cover Sheet
• Title Page
• Executive Summary
• Table of Contents (TOC)
• List of References
• Appendices (optional)