1. Marketing Strategy
Presented Kim Nguyen

2. Contents About us Personas Marketing Objectives Tactics: Facebook
YouTube
Search
Display
Questions?

3. About us
Starring...
Travel Agent
You
DriveAway

4. Statistics Based on 2018 Newsletter 1% Wholesalers 7% SEO 5% Affiliate
Travel Agent Web
52%
Travel Agent Phone
20%
Wholesalers 7%
Google 6%
Affiliate
SEO 5%
Direct 3%
London
Brisbane
Melbourne
Auckland
Dublin
Los Angeles
Cairns
Sydney 8% 6% 4% 2% 0%
Based on 2018

5. Demograhics Based on 2018 18-24 3% 65+ 10% 25-34 29% Male 30% 55-64
45-54
20%
35-44
19%
55-64
65+
10%
18-24 3%
Female
70%
Male
30%
Based on 2018

6. Personas: Wanderlust Wendy
Female, 25 years old from  Sydney
Travel Agent
Travels overseas 5 times a year for work (famil) and leisure
Needs: Travel around Europe, Is very curious and wants to explore a new place every time she travels.
Follows travel bloggers and takes instagram worthy travel shots.
Challenges: Only has a short time to travel.
Wants to see as much as possible in a short time.
Behaviours: Has a low-medium budget, likes to stay in hostels, enjoys planning her holiday herself.
Demographics: Average spend is around $250 per day
Income is between 45,000-50,000 per year
Travelling with her partner- the photographer for her IG.

7. NEWLY GRANDAD GRAHAM YOUNG MUM MELISSA
Graham and Susan are 60 years old. Travelling to Melbourne to see their new grandson. Susan does the planning and Graham does the driving. They have a budget and only require a car to get from A to B. Prefers to call and speak to someone rather than online. They have a medium budget. They are financially conscious as they are heading towards retirement.
YOUNG MUM MELISSA
Melissa and her husband Tom, have a 6 month old and are looking to travel with their bub for the first time. As it is her first child she wants to make her first trip perfect. She has strong family values and doesn't mind going outside her budget for her family's comfort. They are very technologically aware and weigh up their options before making a decision.

8. Our Business Goals What We Aim to Achieve
We aim for exceptional customer service at competitive prices. Be one of the top car hire brands in Australia.

9. Challenge: Why visit our brand?
WE NEED TO STAND OUT IN THE STIFFLY COMPETITIVE CAR HIRE MARKET.
Direct?
Wholesaler?
Travel Agency?

10. Marketing Objectives:
Building customer brand awareness of the brand.
Increase website traffic.
Increase social media following.
KPI
Increase the website traffic by 20% in 12 months. 
Increase branded searches terms by 30% in 12 months
Increase Facebook likes and YouTube followers by 20% in 12 months

11. Tactics SOCIAL MEDIA SEARCH DISPLAY Facebook Youtube Google Ads
Rich media Ads
Native ads
Google Ads
Organic Search
Facebook
Youtube
Tactics

12. Facebook Owned Earned Paid
Video links
Blogs
Helpful Travel articles
Campaign/ Landing pages
Facebook Travel Group
Share to win competitions
Facebook
Earned
Feedback! Leave us a review
In % clicks came from Facebook vs. other social media
In % of clicks vs. other social media
Paid
Pixels-Retargeting: Lookalike audience
Ad Manager: A/B test
When to place ads

13. Youtube Relaunch our Youtube channel from scratch (old branding)
DriveAway Branded content
About us video: Relaunching videos with branded content.
Sharing Youtube video over other channels, websites, Instagram, Facebook.
Youtube paid ads.
Google Brand lift- Survey & Google searches to optimise brand campaign
Manage search activity through organic search
Youtube

14. Search Content: Increase sessions- new and interesting content
Keyword tools: SEM Rush/ Answer the public
What are people searching for?
Keywords:
Using Keyword planner to use the most searched keywords
Car Rental vs. Car Hire
Google Analytics
Featured snippet optimisation
Retarget based on customer searches
Relevant Meta descriptions and Meta titles
Search

15. Display Creating Ads around destination campaigns
Desktop
86.9%
Mobile
9.1%
Tablet 4%
Creating Ads around destination campaigns
We don't know our audience well enough.
Google analytics: Our market interests is travel, news & wellness/fitness
Targeting
Native advertising: Outbrain
Internal tracking system/UTM codes to tracking- always missing info.
Tracking with promo codes
Testing different CTA and layouts.
Rich media: Expanding, push down, video, lightbox
Retargeting
Display

16. QUESTIONS? Google brand lift: