Adrian Awards 2017
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Entry Title
Gramercy Park
Division
Digital Marketing
Category
E-mail Series
Sub-category
Digital Marketing Series
First Name
Sharon
Last Name
Fulton
Marketing Objectives:
Clearly state your marketing goals.
What did your company strive to achieve using this piece or program?
Offering past guests a discount on Suites for Sunday and Monday nights for the month of October. Reblasting this campaign in December with same message reflecting the month of December.
Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.
Past guests excluding future reservations
Research, Planning, and Implementation:
What market research was conducted prior to planning the piece/campaign? Describe the production and delivery method used to execute the project.
In October and December had a number suites available for Sunday and Monday nights. Send out campaign in October, guests need to book by October 24, 2015. Since it was successful in October sent another one out in December, needed to book by December 24, 2014.
Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?
25% off Suite Offer for Sundays and Mondays with limited availability and limited time to book
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.
October: 16.08% unique open rate, 1.34% unique clicks, 8.31% click to open rate with 0.57% unsubcribe December: 15.43% unique open rate, 1.16% unique clicks, 7.50% click to open rate with 0.51% unsubcribe
Please select a budget range:
Budget Continued:
Please provide as much of the following information as possible:
a) Include total budget vs. total actual cost.
b) How much revenue has the piece or campaign generated and does this amount to your goal?
c) What was the return on investment? If this information is confidential, please state as much in the text box provided.
Budget = $400 Actual = $400 Revenue = $200,739 Return - 105 Hotel Bookings/263 Room Nights
Entry Award:
Silver