Prepared by Sudipt and Shailendra, the Social Media Plan had a comprehensive agenda for Balcaon Paradise Resort. They targeted domestic travellers in the higher income range, foreign travellers and corporate houses in the age group of 20-35 years. Shailendra presented a detailed Competitor Analysis on the basis of presence on various social media sites as Facebook, Linked In, Youtube, TripAdvisor etc. A Channel Analysis of the cost structure and reach of various websites was made.
They made recommendations for the short, medium and long term. The short term strategy consisted of aggressive marketing during the tourist season via paid channels. They planned to utilise both paid and free channels in the medium term. The long term plan was to have regular visibility across all target segments through consistent efforts.
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