We will utilize focus groups to gauge a consumer response of our target audience through 8 focus groups, made up of 10-12 members in different regions of the United States. The groups will review preliminary pieces of the campaign including paid social media ads, online advertising / video, television, print, and OOH. Through feedback on the copy, we will be able to determine which creative strategies are meeting our audience the most effectively and can adapt to move forward with the highest performing content.

A tracking study via phone and online survey will be conducted to identify brand awareness, trail, bookings, repeat bookings and customer satisfaction of both Hyatt Centric and competitors.

Online

Through owned social media channels, we can effectively utilize a social media analysis tool to determine the success of our social media strategy. We can track metrics including like engagement, reach, likes, shares and more to determine the best performing tactics.

Online

With our website, we can use this owned channel to monitor website traffic, bounce rate, top pages, conversion rate, a customer’ s lifetime value (CLV), average time spent on the site, number of returning visitors, cost per conversion, landing page results, exit pages, device sources, page loading times, pages per visit, traffic sources and if content is being shared on social media (Rand, 2022).

Online

Through strategic evaluation of our owned channel, our new blog, we can measure important metrics like: Page views, traffic by channel, time spent on page, bounce rate, pages per visit, returning visitors, top traffic posts, SERP rankings, average inbound links Exper blog post, average comments per blog post, social shares per blog post, clicks from social platforms, new blog leads and customers, posts that bring the most leads and customers, lead source breakdown, total email subscribers, email open rates, email click-through rates and number of blog posts published (Ellice, 2020).

Hyatt Centric – Start here. Discover everywhere.

While we encourage guests to join us in the heart of the action, we also have a unique opportunity for individuals to bring their life experience ‘to’ the heart of the action. We can use our unique, local approach to welcome special events and weddings to our hotels which will increase length of stay for guests and provide such an incredible experience, they can’t wait to find another Hyatt Centric to visit in the future.

Our in-depth approach us takes paid media to a new level, where it needs to be, to keep up with competing brands. Through SEO, SEM and image optimization, paid ads on social media, television and print and real examples people see outdoors when they are out and about, we are reaching our audience at a new level. We will take an earned media approach with press coverage and press events highlighting all we have to offer, we will increase positive customer reviews, develop new partnerships to reach new audiences and encourage social sharing while simultaneously increasing earned media through a brand new ‘Big City Wedding’ focus through a blog, video content, website facelift and new content marketing. By following this integrated marketing communications plan, Hyatt Centric has the opportunity to continue to meet new objectives and goals with long-term success in this target audience. They will grow their brand awareness and customer perception with a new outlook of an event-worthy destination and will gain loyalty through offering more than just a stay; an experience.

The future is bright at Hyatt Centric because we are taking the city-centered destinations and putting them in the minds of those looking for the perfect spot for their special event or wedding. At Hyatt Centric, we can make life experiences bigger and better than ever with the excitement of incredible destinations, local vibes and service like nowhere else.

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