How to
Directing Requests:
To request support, you will need to prepare a clear brief that includes an overview of the event or creative support required. Your brief should include the project timeline, initial concept idea, event flow, as well as budget allocation and storage of decoration items.
Download and fill out the Event & Creative Support Form, and present it along with the project brief to Nashra Hassan, Deputy Director of Brand Communication and Digital Marketing, and Mohamed Shafraz Hafiz, Director of Digital Technology and Marketing.
To ensure that we have enough time to plan, the project brief must be submitted with a lead time of at least three months for major events such as Easter, Festive, Halloween, etc., and at least two months for smaller events such as Full Moon, Women’s Day, etc.
Conceptualising Creative Launches and Event Activations:
Based on your project brief, Hussain Atheek, Arts & Creative Manager, will prepare a concept outline and share it with you. Once the outline has been revised with your input, it will be sent to Althaf Mohamed Ali, Chief Operating Officer, and Manuela Schwingshackl, Chief Marketing Officer, for final approval.
Preparations for Creative Launches and Event Activations:
We will provide support in the preparation of your event by designing collaterals, acquiring items through the purchasing structure, and providing technical implementation guidelines for the operations team. Atheek will also be present during the implementation of bigger installations, to ensure everything runs smoothly.
Creating a press release:
Ensure the title is attractive and the description concise and informative. Tie the message back to your key buyer personas, ensuring it resonates with your target audience. If necessary, tweak the press release per market to ensure maximum impact. Together with the Pulse Marketing team, plan for supporting image shooting or selection and a potential landing page to host further information. At least three to five relevant, and high-resolution images that showcase the covered topic in the best possible light. This will attract readers' attention and enhance the press release's overall impact.
Include hyperlinks to your resort’s website or a special landing page in the press release. This will allow readers to access more information about the press release's topics easily.
Including offers / special events:
Look for any offers or special events that can be included in the press release. Ensure that these are linked to the release so readers can easily take advantage of them.
Adding supporting visuals:
Include 3 to 5 high-resolution images that showcase the covered topic in the best possible light. This will attract readers' attention and enhance the press release's overall impact.
Finalising the press release:
After drafting the press release, send it to copywriter along with the supporting visuals for a final review and proofreading. Once it is revised, share the final version of the press release with your GM, CCO, and CMO. This will help ensure that the messaging is consistent with the overall marketing strategy and accurately represents your property.
Distributing via various channels:
Distribute the press release via your various PR agencies, local media, and affiliation partners (e. g. HIP Hotels, Serandians, Virtuoso, etc.) Ensure that the Pulse Marketing team is informed so that they can upload the press release for additional exposure on high DA platforms for maximum visibility.
Creating a content plan:
The Pulse Marketing team will provide you with a rough draft for the social media content plan for two months, based on a mix of best-performing and fresh content as well as special upcoming festivities and social media holidays. This is to be shared with PR teams in first week of the second month.
Drafting captions for the content plan:
Before starting with your captions, conduct a content audit of your social media accounts to determine which content types best connect with your audience and what needs enhancement. Once you have established your audience's preferences and social media goals, such as increasing brand awareness, directing traffic to your website or blog posts, generating leads, or promoting an activity, start drafting matching captions that resonate with your audience and intend to drive engagement.
This is to be shared with the Pulse Marketing team by the end of the 2nd week of the second month
Reviewing and approving the content:
Once the captions have been drafted, review the content to ascertain your goals and target audience are clearly addressed and that all upcoming events are covered (in-house events, award voting, etc.). Share the reviewed content with the copywriter for accuracy, spelling, and grammar check, and to make sure that the tone aligns with your brand voice.
Share the final version of your social media content plan with your GM, CCO, and CMO for their approval. This will help ensure that the messaging is consistent with the overall marketing strategy and accurately represents your property.
Scheduling the content:
Send the reviewed content plan to Pulse Marketing Team, to schedule the content on the social media platforms at the designated date and time.
Monitor and analyse performance:
Refine and improve your social media content plan by monitoring its performance. Analyse your metrics, such as engagement rates, follower growth, and website traffic, to determine what is working and continually adjust your strategy based on these metrics to ensure optimal results.
Creating an outline:
Determine the purpose of your newsletter; whether it's to increase brand awareness, promote an event, drive traffic to your website, generate leads, encourage voting, etc. Based on your defined goals, outline a rough overview of the newsletter topics for the upcoming month/quarter and share it with your GM, CCO and CMO for approval.
Drafting the content:
Create content that resonates with your audience and is easy and entertaining to read, with clear calls-to-action (CTAs) to drive engagement.
Deadline: All content for the newsletters is to be finalised and submitted by mid-month (15th of each month). This will allow us ample time to review, make any necessary revisions, and ensure a polished final product before it goes out to our audience on 1st of the month.
Reviewing and approving the content:
Review your content to ensure your goals and target audience are clearly addressed, and that all upcoming events, including in-house events, award voting, etc. are covered. Share the content with the copywriter for accuracy, spelling, and grammar check and to make sure that the tone aligns with your brand voice.
Once the content has been reviewed, share the final version of your newsletter with your GM, CCO, and CMO for their approval. This will help ensure the messaging is consistent with the overall marketing strategy and accurately represents your property.
Scheduling the newsletter:
Share the final version with the Pulse Marketing team to schedule the newsletter.
Monitor and analyse performance:
Monitor the performance of your newsletter to determine what is working and what needs improvement. Analyse metrics such as open rates, click-through rates, and conversions to continually refine and improve your newsletter content.
Requesting details:
Request the details of the advertising opportunity, including the publication, platform, and media kit that outlines reach and readership. This information should include market demographics, income, and other relevant data.
Checking DA Score, Social Media Reach and Market Potential:
If applicable, check the DA score of the websites. Conduct an analysis of the website for the audience, estimated traffic and other matrices that are relevant to make sure the website falls within a specific niche with topical authority.
Share the details with the Pulse Marketing team to check the social media reach via Favikon to determine the audience size and engagement level. Additionally, evaluate if the market is a key market (where we do have/not have PR representation) or a developing market to ensure it aligns with your marketing goals and objectives.
Checking budget availability:
Check budget availability to ensure you have the necessary funds to invest in the advertising opportunity.
Assessing the opportunity:
Assess the advertising opportunity and come up with your recommendation. This should include analysing the data and evaluating how the opportunity aligns with your marketing goals and objectives.
Sharing with management:
Share your assessment with your GM, COO, and CMO for feedback and approval to ensure the advertising opportunity aligns with the company's overall strategy and goals.
Blog Topics:
The Pulse Marketing team will provide you with a list of topics based on trending Google searches, as shared by EME. If there enough topics are not provided, you can always additionally select a topic for the blog post that aligns with the resort’s concept, buyer personas, news/updates, content strategy and objectives.
Consider relevant topics to your target audience that will provide value to your readers and are share-worthy. Together with the Pulse Marketing team work on a blog posting plan with at least one blog post per week.
Drafting the content:
Begin working on the blog post by conducting research on the topic to gather information, statistics, and data to support the post. This will help establish credibility and provide a more informative piece for the reader.
Once researched, create an outline for the blog post, including an introduction, key points, and conclusion. Organise your thoughts to create a logical flow in the post and ensure the post had numbered subheadings without making it too lengthy.
Writing the blog post:
Write the blog post using the outline and supporting research. The post should be written in your brand tone of voice and be informative and engaging for the reader. Don’t forget to add a CTA wherever relevant and at the end of the blog post.
Adding visuals:
The blog post must contain at least 3 to 5 colourful visuals, such as images, infographics, or videos, to enhance the visual appeal and make it more engaging.
Reviewing and approving the content:
Once the blog post is written, share the content along with supportive visuals with the copywriter for accuracy, spelling, and grammar check and to ensure that the tone aligns with your brand voice.
The copywriter will optimise the blog post for SEO by including relevant keywords and increasing the readability score.
Sharing with management:
Share the final version of the blog post with your GM and CMO for their approval to ensure the messaging is consistent with the overall marketing strategy and accurately represents your property.
Once the content has been reviewed the blog will be published by the Pulse Marketing team.
Improving the post’s visibility:
Share the final version of the blog post with the Pulse Marketing team to add meta descriptions, which will help improve the post's visibility and ranking on search engines.
Afterwards, the blog posts for news, happenings and events can be shared via social media channels and other relevant channels, such as newsletters or trade partners/affiliations, to help promote the post and reach a wider audience.
Developing a plan:
Develop a plan on how to promote the awards, including timelines and deadlines for voting. Identify the target audience and determine the channels to use for promotion, such as social media, email newsletters, and in-house posters.
Creating social media posts:
Create social media posts with engaging captions and clear CTAs to encourage followers to vote. Use visuals such as images or videos to grab attention and highlight the awards. Additionally, create Instagram stories to reach a wider audience.
Designing voting collaterals:
Work with the Pulse Marketing team to design voting posters for Revinate, Flodesk and to be used in-house, including the voting information and clear CTAs. Additionally, design refresher posters, as well as a voting banner for the monthly/quarterly newsletter as well as an e-signature to include in all emails to increase awareness and encourage voting.
Check for any spelling and grammar errors, as well as the accuracy of the voting information included. Make sure the collaterals have a consistent design and branding across all platforms to enhance brand recognition and recall.
Reviewing the collaterals:
Once the content has been designed, share it with your GM, COO, and CMO for the final review, to ensure the posts highlight the property’s unique selling points and align with the overall brand messaging.
Encourage voting from in-house teams and guests:
Push all in-house teams to vote and request guests to vote for the resort. This will increase the chances of winning and create a sense of community.
Photo shoot planning:
Every quarter, a photo shoot will be scheduled with Leina or from a pre-approved photographer.
Additional photoshoots with other photographers should only be planned in urgent cases and require approval from the CMO.
Shoot preparation:
For each photo shoot, a shot list must be created to outline the purpose of the shoot, required images and desired outcomes. (incl. new content for social media, images necessary for upcoming press releases, newsletters, product updates, events, etc.)
A mood board, along with details of models/talent (if necessary), need to be developed and shared with the Pulse Marketing Team for review and planning purposes.
A joint briefing session will be conducted with the photographer to ensure all necessary preparations are made, including the visual aesthetic, mood and style required. This briefing also covers aspects such as props, wardrobe, and effective resource allocation.
A realistic timeline for the shoot needs to be established to ensure efficient planning, execution and that the shoot runs smoothly.
On-site presence:
Whenever possible, a member of the Pulse Marketing Team attends the shoot to provide support and ensure alignment with the defined marketing objectives.
By following the above steps, you can ensure effective planning and execution of your photoshoots.
Loading...