Create Press Release:

Ensure the title is attractive, the description concise and informative, and that the press release is written in third-person POV. 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 and a potential landing page to host further information.

Hyperlink Website Pages:

Hyperlink your website or a special landing page to the press release. This will allow readers to access more information about the press release's topics easily.

Include Relevant Offers:

Look for any offers or specials that can be included in the press release. Ensure that these are linked to the release so readers can easily take advantage of them.

Add Supporting Visuals/videos: 

Include high-resolution images or a video that showcases the covered topic in the best possible light. This will attract readers' attention and enhance the press release's overall impact. Always add the official press images link with all other key images of the resort.

Send for Final Check & Proofreading: 

Send the press release to the Pulse Marketing Team for a final review and proofreading.

Share Final Version for Approval: 

Share the final version of the press release with your GM, COO, and CMO. This ensures that the messaging aligns with the overall marketing strategy and accurately represents the property.

External Distribution: 

Distribute the press release via your various PR agencies, local media, and affiliation partners (e.g., HIP Hotels, Serandians, Virtuoso, Mr & Mrs Smith, Kiwi, PADI, etc.) and trade partners. Ensure that the Pulse Marketing Team is informed so they can upload the press release for additional exposure on high DA platforms for maximum visibility.

Internal Distribution: 

When distributing to external media, please share the final press release to Pulse Marketing Team for our internal media distribution through various platforms as well. When sending please highlight if the press release is aimed for a global audience or a regional audience and if so which region or countries). Once this is distributed, Pulse Marketing Team will share a distribution report with the Resort MarCom.Timing: Press releases focused on specific events (e.g., Valentine’s, Easter, etc.) need to be released at least 4 months in advance, and 6 months for special retreats and festive events, allowing PR agencies to secure maximum coverage in print and online platforms.

Social media content plans are created for three months, and the finalised content plan must be submitted 1 month in advance. For example, planning for Jan, Feb, Mar begins end of November.

1. Input from Resort MarCom: Submit key talking points, important dates, and events to be highlighted in the content plan by the second week of November
2. Content Compilation: The Pulse Marketing Team gathers photos and creates captions based on input from Resort MarCom.
3. Review by Resort MarCom: The compiled content is sent to the respective Resort MarCom for review and feedback.
4. Revisions: If necessary, Resort MarCom suggests changes or additions. Once finalised, the posting plan is prepared.
5. Approval by CMO and COO: The completed plan is sent to CMO and COO for approval.
6. Project Closure: After approval, the Pulse Marketing Team begins executing the posting plan.

Note: the finalised posting plans also need to be shared with the Chinese social media agency (via Serena) and the owners.

1. Deadline for Resort MarCom: Share input before the 12th of each month, Resort MarCom submits talking points for the next month's newsletter.
2. Blog Submission: Resort MarCom provides topics for blog articles that will be linked to the newsletter.
3. Content Compilation: The Pulse Marketing Team expands on these talking points to create newsletter content.
4. Review by Resort MarCom: The compiled content is sent for review and feedback.
5. Review by CMO and COO: After necessary changes, the content is sent to CMO and COO for approval by the 22nd of the month.
6. Newsletter Distribution: Approved newsletters are scheduled for distribution within the first two days of the following month.

1. Request Details: Gather information on the publication/platform, including a media kit outlining reach and readership.
2. Check DA Score: If applicable, verify the website's domain authority (DA) score.
3. Check Social Media Reach: Assess audience size and engagement level via the Pulse Marketing Team and Favikon report.
4. Check Market Potential: Determine if the market is a key or developing market.
5. Check Budget Availability: Ensure funds are available for the opportunity.
6. Assess the Opportunity: Analyse data and evaluate alignment with marketing goals.
7. Share with Management: Submit your assessment to GM, COO, and CMO for feedback and approval.

Note: For estimated web traffic to websites, DA scores & Favikon reports, you can always request Pulse Marketing Team for these details.

1. Keyword & Topic Sharing: The Pulse Marketing Team shares keywords and topics.
2. Talking Points from Resort MarCom: Resort MarCom submits tailored talking points showcasing their property’s offerings.
3. Content Compilation: The Pulse Marketing Team compiles the points into structured blog posts.
4. For PR Topics & Activations: Resort MarCom shares PR content with the Pulse Marketing Team.
5. Inclusion of Images: The Pulse Marketing Team adds visuals to enhance engagement.
6. Approval by CMO: The compiled blogs are sent to CMO for final review.
7. Scheduled Weekly Blog Release: Approved blogs are released every Sunday.
8. Social Media Promotion: The Pulse Marketing Team promotes the blogs on various channels.
9. Optimization with EME: Collaboration with EME ensures improved search engine rankings.

1. Develop Plan: Outline timelines and target audience for promotion across social media, email newsletters, and in-house posters.
2. Create Social Media Posts: Design engaging captions and CTAs with visuals to encourage voting.
3. Design Voting Collaterals: Work with Pulse Marketing Team (Graphic Design) to create posters, voting banners, and e-signatures.
4. Review Collaterals: Ensure correct branding, accuracy, and consistency. Submit for GM, COO , and CMO) for approval.
5. Encourage Voting: Push in-house teams, trade partners, and guests to vote to increase chances of winning.

1. Strategy Planning: The Pulse Marketing Team & E-Commerce Team collaborate to devise a strategy for the flash sales. They discuss the frequency, timing, and promotional approach to ensure effective results.
2. Frequency Updates: Based on the discussions, the frequency of the flash sales is determined and updated in the flash sale board on Monday.
3. COO Approval: The flash sale strategy and budget are presented to COO for approval. Once approved, the teams can proceed with the implementation.
4. Flash Sale Page Creation: The Pulse Marketing Team (Web Development) creates dedicated pages for each flash sale, containing all relevant information about the offer and products on sale.
5. EME Campaign Coordination: The information about the upcoming flash sale is shared with EME by the Pulse Marketing Team (Digital Marketing) to initiate their promotional campaigns.
6. Translation to Russian: The ad text and key information are translated into Russian to expand the reach to a wider audience.
7. Website Pop-ups and Social Campaigns: The Pulse Marketing Team (Digital Marketing) activates website pop-ups and social media campaigns to generate buzz and awareness about the upcoming flash sale.
8. Flash Sale Launch: On the day before the flash sale, all preparations are completed, and the flash sale page is set live on the website.
9. Maintenance of Details on Monday: Pulse Marketing Team & E-Commerce Team maintain the budgets and details of the flash sale on the “Flash Sale” board on Monday.
10. Offer Activation: The Pulse E-Commerce Team activates the special offer, ensuring that the discounted prices and promotions are in effect during the flash sale.
11. Flash Sale Progress Evaluation: During the flash sale period, the teams closely monitor the performance, including website traffic, conversions, and customer engagement.
12. Post-Flash Sale Breakdown: After the flash sale ends, the Pulse E-Commerce Team compiles a detailed breakdown of the campaign, including sales figures, customer feedback, and key takeaways.
13. Reporting to Relevant Parties: The breakdown is shared with relevant parties, such as the COO, Pulse Marketing Team (Digital Marketing), and EME, to assess the success of the flash sale and identify areas for improvement.

1. Request for Website Changes: Whenever there are changes to be made on the website, the Resort MarCom initiates the process by communicating the required updates through email to the Pulse Marketing Team (Digital Marketing).
2. The Pulse Marketing Team provides MarCom with a filestage link for comprehensive audits.
3. Relevant Details Sharing: The Resort MarCom provides all the necessary details related to the changes, including specific content updates, design modifications, or any other relevant information.
4. Review and Implementation: The Pulse Marketing Team (Digital Marketing) reviews the requested changes to ensure they align with the website's design, branding, and overall strategy.
5. Website Update: Once the review is complete, the Pulse Marketing Team (Digital Marketing) proceeds with updating the website with the approved changes.
6. Resort Team Notification: After implementing the changes, the Pulse Marketing Team (Digital Marketing) notifies the respective Resort MarCom about the successful update.

1. Scheduling: Schedule common yearly events across all resorts with a lead time of 3-6 months.
2. Reminders: Send reminders to resorts specifying deadlines for submitting event information at least 3.5 months prior to the event.

1. Event Identification: The Resort MarCom identifies events that the resort wants to mark and promote on social media.
2. Lead Period and Communication: Once an event is chosen, with a 3-month lead time, the Resort MarCom communicates the details of the event to the Pulse Marketing Team (Digital Marketing), providing all necessary information.
3. Social Media Captions: The Resort MarCom also supplies any captions or promotional text required for the social media posts related to the event.
4. Photographer Assignment: The Pulse Marketing Team (Digital Marketing) is responsible for identifying and assigning a photographer to cover the event.
5. Graphic Creation: The Pulse Marketing Team (Digital Marketing) creates an engaging graphic to be used in the social media post promoting the event.

1. Request from Resort: The Resort MarCom sends a request to the Pulse Marketing Team (Graphic Design) for updates to collateral, providing sufficient lead time.
2. Graphic Creation: The graphic designer works on the document, making the necessary changes.
3. Review: The document is reviewed first by the Pulse Marketing Team (Digital Marketing), and finally by CMO, COO, for final approval.
4. Send to CPD: Once approved, we will share the final print files & production files with The Resort MarCom team, who can share this with the relevant department to facilitate the print/production of it through CPD

1. Design and Template Provision:
   ○ The Pulse Marketing Team provides the resort MarCom with a design and template to be used for TV updates.
2. Resort MarCom Updates:
   ○ Resort MarCom updates the provided design template by tailoring it to the specific content they want to broadcast on TV (using platforms like Innspire, Ayanic, Roomnet).
3. Pulse Marketing Team Review:
   ○ The Pulse Marketing Team reviews the final document prepared by the resort MarCom. They ensure the content aligns with the resort's branding guidelines, is accurate, and meets the required quality standards.

1. Target Photographers/Videographers:
   ○ Focus on content creators who specialize in travel and resort-related content.
2. Coordinate with PR Agents:
   ○ Collaborate with Resort MarCom to highlight upcoming content plans and be alert for requests.
3. Plan In-House Shoots:
   ○ Organise in-house shoots around content creator visits to capture specific shots.
4. Ensure Shooting Style Alignment:
   ○ Make sure the creator’s shooting style aligns with the resort’s overall aesthetic and brand tone.
5. Define Key Deliverables:
   ○ Set clear expectations, including 15 hi-res photos, 5 reels, 3 TikToks, and any potential in-house shoots.
6. Legal Documentation:
   ○ Use relevant legal forms such as:
        ■ Model Release Form Template
        ■ Content Creation Contract & Terms and Conditions
        ■ License for Unlimited Usage Rights for Photography & Videography
   ○ All Content Creators & Influencers should have the contract signed. Exceptions are Media FAMs.

How to: Work with In-House Content Crew

1. Organisation

   1. Location: Kandima Maldives, with regular travel to The Nautilus,Nova & Eri.

   2. Pre-Shoot Phase:

        ■ Communication of Requirements:
            ■ Resort communicates photo/video requirements to the Pulse Marketing Team by filling out the Creative Brief Form (minimum two weeks in advance).
        ■ Moodboard Development:
             ■ The Pulse Marketing Team creates a mood board to represent the desired style, themes, and aesthetics.
        ■ Shoot Plan Definition:
             ■ A clear plan is developed, detailing logistics, availability, and timelines. This is shared with all stakeholders.
        ■ Scheduling on Monday.com:
             ■ All planned shoots should be recorded on Monday.com, with the creative brief attached and synced to relevant calendars.

   3. Shoot Phase:

         ■ Adherence to Guidelines:
               ■ The content team follows the resort’s photo guidelines to maintain consistency and quality.
         ■ Code of Conduct:
               ■ All team members adhere to a professional code of conduct during the shoot.
         ■ Communication Protocol:
               ■ Communication with operations teams during the shoot is managed exclusively through the resort team to ensure minimal disruption.
         ■ Supervision:
               ■ A member of the Pulse Marketing Team accompanies the shoot (based on availability) to supervise and ensure alignment with brand standards.
   4. Post-Shoot Phase:

          ■ Content Selection:
                 ■ The Pulse Marketing Team reviews the shoot’s photos and videos and shortlists them based on quality and alignment with the brief.
          ■ Approval Process:
                 ■ The selected content is submitted to the brand team for approval before final release.
          ■ File Organisation and Storage:
                 ■ Final approved files are organized and stored on Dash and backed up on SharePoint.
          ■ Feedback Collection:
                 ■ Feedback for videos is collected on Filestage, and for photos, feedback is gathered via Canva.
   5. File Sharing:

          ■ The brand team shares the final approved content with resort teams for further use.
   6. Documentation and Compliance:

           ■ Record Keeping:
                ■ All relevant shoot documentation, including agreements and permits, should be maintained for compliance purposes.
           ■ Compliance Assurance:
                ■ Ensure that copyright laws, usage rights, and permissions are adhered to throughout the content creation process.
   7. Continuous Improvement:

           ■ Feedback Integration:
                 ■ Actively integrate feedback from stakeholders to improve content quality and relevance.
           ■ Industry Updates:
                 ■ Stay updated on trends and emerging technologies in content creation to enhance skills and innovation.
           ■ Innovation Initiatives:
                 ■ Continuously explore innovative techniques and creative approaches to elevate content quality.

Remuneration & Equipment Management

1. Remuneration:
   ○ The shoots for all resorts would not be charged.
   ○ When working for other resorts or businesses (e.g., Manta Air, Eagle Marine), Kandima charges a rate of $150 per day.
   ○ Additional expenses (e.g., transfers, excess luggage) are borne by the location where the shoot is arranged.
2. Equipment Management:
   ○ The content team is responsible for maintaining and managing all equipment.
   ○ Cheqroom Inventory Management System: Ensure the status of all equipment is updated.
   ○ Asset Labels & Kits: All equipment should have proper asset labels and kits.
   ○ Spot Checks: Perform spot checks when equipment is taken off the island and upon its return to ensure a proper movement record.

Travel Entitlements

1. Travel to Another Resort:
   ○ Travel expenses, excess luggage, and staff accommodation are covered by the resort they are travelling to.
   ○ Meals will be arranged at the staff canteen.
   ○ Water, coffee, tea, and soft drinks are provided complimentary during the stay.
2. Travel for Another Business:
   ○ Travel expenses and excess luggage are covered by the company they are working with.
   ○ Accommodation is arranged at reasonable locations near the shoot.
   ○ Transfers to and from accommodation and the shoot location are arranged with equipment.
   ○ Meals and water are provided during the shooting times.

1. Initial Photo Selection:
   ○ Send all raw photos to the appropriate team for selection via Canva or Picpost.
2. Video Selection:
   ○ Upload the video to Filestage and share it for comments.
   ○ Deadline: Final video to be ready within 4 working days.
   ○ Based on comments, the new version also will be uploaded and version controls should be maintained by the content team on Filestage.
3. Internal Storage and Labelling:
   ○ Upload finalised photos to Dash, ensuring proper labelling for easy identification.
   ○ Deadline: Within 3 business days post-selection.
4. Official Gallery Selection:
   ○ Collaborate with Nattu + Manu to select the best photos for the official gallery.
   ○ Deadline: Within 5 business days after internal labelling.
5. Creating and Sharing the Photo Collection:
   ○ Create a new collection and share it with the resort teams (PR, Sales, Serena).
   ○ Deadline: Within 2 business days after the official gallery selection.
6. Distribution to GIATA/Property View:
   ○ Share the updated collection with GIATA/Property View for TripAdvisor,OTAs & connected sales channels.
   ○ Deadline: Within 3 business days after sharing with resort teams.
7. Video Upload Management:
   ○ Upload videos on TripAdvisor and YouTube.
   ○ Deadline: Within 3 business days post-finalisation.
8. Website Gallery Update:
   ○ Coordinate with the web developer to update the website gallery.
   ○ Deadline: Within 5 business days post-finalisation.
9. Social Media Integration:
   ○ Share new content across social media platforms (IG Stories, TikTok, IG, FB, Twitter, Pinterest, LinkedIn).
   ○ Deadline: As per social media calendar or within 3 days post-approval.

1. Resort Marcoms should maintain the Monday Media FAM boards updated with the required information as soon as any is confirmed as well.
2. If anyone wants to sync their media FAM board with their calendar, it can be done through instructions here.

1. All requests for collaboration through social media channels will be provided this form to be filled.
2. Pulse Marketing Team will initially review the requests
   a. IF they are not good enough, we will decline the opportunity & an automated emailer will be sent to the user on behalf of Pulse.
   b. IF there is an interesting collaboration that needs to be looked into further, Pulse Marketing Team will pass this on to the Resort Marcom team.
   c. Resort Marcom team to review and decide to accept, discuss further or decline.
   d. If Resort Marcom is interested, deliverables to be defined in coordation with Pulse Marketing Team and to finalise the collaboration with CMO.