#UNFILTEREDTownePlace Suites “gets” Millennials To position TownePlace ... travelers ....
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#UNFILTERED @PerformPR_DC
Transcript of #UNFILTEREDTownePlace Suites “gets” Millennials To position TownePlace ... travelers ....
#UNFILTERED
@PerformPR_DC
#MEETTHESQUAD
JANA KELSEY
KENYA
RYAN
SARAH
“Perform PR is a hard working team dedicated to your needs, and obsessed with delivering tactics driven by market insights. Whether through short
term travel experience, or by completely reinvigorating a time-tested brand, Perform PR offers
the best in Millennial-targeted communication strategies.”
#MissionStatement
#THESITUATION While most extended-stay hotels offer similar
guest experiences, presence in spaces like social media and social responsibility are major
differentiators in this market.
→ Inconsistent social media platforms
→ Lack of TPS-specific social initiatives
→ Equal amenities to competitors
→ Geographic expansion
→ Award recognitions
→ High demand for extended stay hotels
OVERARCHING #GOAL
MILLENNIAL AUDIENCESThe WORKAHOLIC Millennial
Age 22-30
The BRIGHT EYED MillennialAge 18-22
The Millennial LOVEBIRDSAge 25-34
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#NoStressWithTPS
Lucy Silverstein (27)
Consultant at Deloitte
Graduated from University of Arizona
with a Bachelor’s Degree in Business Management
Still paying off student loans.
$70,000/year
Has stayed at Marriott hotel and is aware of extended stay, but has never stayed in one
#BAES
#WINNING MESSAGE
TownePlace Suites is a reliable place to stay that helps keep you productive and upbeat
during your work week.
OBJECTIVES#wegotthis
● To prove to audiences that TownePlace Suites “gets” Millennials
● To position TownePlace Suites as the premier hotel for Millennial business travelers
STRATEGIES1
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Be newsworthy, experiential, and tell Millennials that TPS is fun
TPS is a lifestyle choice, not just a place to sleep after work
Who: Millennial Business Travelers
What: Giant Stress Ball Pit
Where: CityCentre in Houston, TX
When: December 2016
work
INSIGHTSMillennials are the most
stressed-out generation
By 2020, will form 50% of the workforce
“Missing out on sleep, working non-stop on the plane or train, and eating unhealthy foods are all
common habits of the business traveler lifestyle”
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MEDIA TARGETS & HEADLINES
JoNel Aleccia, NBC
@JoNel_Aleccia
Patricia Reaney, Reuters
@Patricia Reaney
Steve Campion, ABC
@SteveABC13
Alexandra Wolfe, WSJ
@AlexandraWolfe
Robert Klara, Adweek
@UpperEastRob
#StayWithYourSquad
Alexander Chang (21)
Student at 4-year University
Completing his Bachelor’s Degree
Relies on parents’ income, but also has a part-time job to make
money for personal fun. $8,500/year
He has never heard of TownePlace Suites, though he is familiar with the Marriott brand.
#BAES
#WINNING MESSAGE
TownePlace Suites offers financially feasible lodging
for lengthy vacations, in over 250 locations across
America.
OBJECTIVES#wegotthis
● To improve Millennial loyalty through increased CSR efforts
● To increase the number of Millennials staying at TPS during Spring Break
STRATEGIES1
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Tap into preexisting humor and trends on social media to effectively communicate more serious values of the brand
Interact with students through quizzes and apps they already have on their phones
Who: College Students, RAINN, Lyft
What: Offering free rides to college students who stay at TPS locations
Where: Nashville, Panama City, Toronto, Denver & Hershey
When: March 2017
INSIGHTSMillennials are best reached through values-driven marketing
84% of millennials say a company’s social responsibility influences their decision to spend money there
Squads are a popular trend -There are over 1,500,000 pictures
tagged as #squadgoals on
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MEDIA TARGETS & HEADLINES
@EugeneLeeYang
Eugene Lee Yang, Buzzfeed
Andrew Liu, Explore. Dream. Discover.
@Andrew2Liu
Jenn Flowers, AFAR
@JennFlowers
Erin Lowry, Broke Millennial
@BrokeMillennial
Amy Risley, A Hotel Life
@AHoteLlife
#HowLongIsYours
Play the video!
Naomi Canty (24) & Keenan Saffour (29)
Publishing Editor; Professor & Ph.D student
Bachelor's degree; Pursuing Ph.D
$30,000 - $57,000
Have never heard of TownePlace Suites, though have stayed at a Marriott hotel
#BAES
#WINNING MESSAGE
TownePlace Suites offers affordable housing for couples to have a relaxing vacation all across
the U.S.
OBJECTIVES#wegotthis
● Show that extended stay can be a romantic, fun, and adventurous time for couples
● To engage Millennials through topical humor and trends
● Heightening social media and website traffic/use
STRATEGIES1
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TPS is committed to providing the space for couples to grow and display their relationship
Create a viral, edgy, and likeable campaign that grabs attention
Who: Millennial couples, Weber Grills
What: Video contest to win a free BBQ party
Where: The winner’s nearest TPS
When: The “Longest” Day of the Year: June 21, 2016
INSIGHTSMillennial couples are more likely to spend
money on travel than past generations.
They listen to their friends’ shares and suggestions.
Millennial couples are more likely to display their relationship using
social media.
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MEDIA TARGETS & HEADLINES
Mitch Moxley, Roads and Kingdoms
@mitch_moxley
Genevieve Shaw Brown, ABC
@GSBrownABC
Ben Pundole, A Hotel Life
@AHotelLife
Nancy Trejos, USA Today
@NancyTrejos
Mariah Summers, BuzzFeed
@MariahJSummers
TIMELINE
#NewYearNewYou
BUDGET
EVALUATION
3,000 shares with #NoStressWithTPS
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#NOSTRESSWITHTPS
3,000 people
10,000 stress balls
30% increase in Facebook, Twitter followers
25% increase in Millennial TPS stays
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#STAYWITHYOURSQUAD
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#HOWLONGISYOURS
1,000 video submissions from couples
Increase traffic to TPS website by 30%
#Blessed
http://www.theatlantic.com/international/archive/2014/06/how-Millennials-are-changing-international-travel/373007/
http://www.business2community.com/pinterest/millennials-majority-pinners-love-pinterest-01214692#lkUSVk1wKBcmHg5L.97
http://www.conecomm.com/csr-and-millennials
http://www.theatlantic.com/health/archive/2014/08/the-psychology-of-oversharing-facebook-couples/376112/
http://www.businessinsider.com/millennials-are-the-most-stressed-out-2015-
http://www.forbes.com/sites/louisefron/2015/12/13/why-millennials-dont-want-to-work-for-you/#4dfa82843ed4
https://www.pwc.com/gx/en/managing-tomorrows-people/future-of-work/assets/reshaping-the-workplace.pdf
http://time.com/2921324/most-stressed-out-cities/
http://www.ceir.org/millennials-are-value-driven-shoppers-plays-out-exhibition-industry
http://www.cnn.com/2012/09/03/travel/beating-the-stress-of-business-travel/
SOURCES
