Adrian Awards 2019
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Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.
The main target audience of this project has been the individual property level digital ecommerce managers and corporate level users interested in increasing the overall search visibility of the Omni hotels website. For independent chains like Omni hotels, great search engine organic results are very important to compete in their markets. But only some companies structure website content the way search engines like best, using schema tags to make clear the meaning of the content and its relationships.
Research, Planning, and Implementation:
What market research was conducted prior to planning the piece/campaign?
Omni and Milestone team defined the scope of schema implementation in a way that there was no need to access the Omni website CMS and yet acheive the same search engine visibility boost that would normally require access to a CMS platform. Milestone and Omni did several meetings and arrived at a process of implementing schemas in a scalable way and schemas were injected on the website.
Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?
Milestone’s schema management tool was applied to an existing omni site that created structures and boosted search engine performance including optimizing for voice search. Unlike other schema approaches, Milestone’s solution for new and existing sites created no perceptible increase in page load time. Additionally, it generates a nested architecture that provides a clear hierarchy for the search engine – something that other schema solutions don’t always do.
Results:
Which of your original goals did you achieve and how?
How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns.
We far surpassed all original goals established for this iniative. It’s a frictionless schema deployment, monitoring and maintenance solution that can be deployed within as few as two weeks, compared to a timeline of several months to a year if conducted with internal resources.
Entry Title
Milestone and Omni Hotels Joint submission on schema deployment across the Omni hotels website.
Division
Digital Marketing
Sub-category
Digital Marketing Innovation
Category
Digital Marketing Innovation
Classification
Entry Award:
Gold