Title: ZZZ/Fundy Shores: Online Marketing Plan

Instructions

Your group is developing an online marketing plan for a major new resort opening this spring outside XXX, New Brunswick. It is called ZZZ/Fundy Shores. This resort is aiming to attract most of its visitors from New England, Central Canada and within the Maritimes. It is expected that most visitors will arrive by car. The likely audience is middle income and above travelers, often travelling with children. This new resort includes a 125-room hotel, indoor and outdoor swimming pools, sauna/steam rooms, fitness center and a large spa. It also offers guided kayaking tours of the Bay of Fundy, whale-watching excursions and special programs for children. The hotel’s dining room will also focus on locally sourced ingredients with a particular emphasis on seafood. You have been tasked with developing a digital marketing plan for ZZZ. You have a budget of $305,000 intended to last at four to six months.

Contents

1. Overview

2. Goals and Objectives

3. Positioning

4. Strategic Approach in Digital Marketing

5. Key Messages

6. Detailed Tactical Plan

a. Social Channels/Social Media Advertising

7. Metrics

8. Budget

9. References

Word count (without references): 5,061 (16.87 pages)