Acknowledgements.......................................................................................................4

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Contents Acknowledgements.......................................................................................................4 Introduction...................................................................................................................5 Chapter I: The Social Media Marketing Plan..................................................................6 1.1 Segmentation..........................................................................................................6 1.2 Targeting..................................................................................................................8 Chapter 2. Branding & Identity......................................................................................9 2.1 Branding..................................................................................................................9 2.2 Identity..................................................................................................................10 Chapter 3 Social Media Marketing Objectives.............................................................10 Chapter 4 Current Situation.........................................................................................11 Chapter 5 Social Media Marketing Strategy................................................................14 Chapter 6 Integrated Promotional Mix........................................................................15 6.1 Platforms...............................................................................................................15 6.2 Posts in details.......................................................................................................16 6.3 Frequency, type of posting and time of day..........................................................18 6.4 Tone of Voice of X Hotel........................................................................................19 Chapter 7 Timescale and Resources............................................................................19 Chapter 8 Social Media Marketing Plan.......................................................................21 8.1 Introduction...........................................................................................................21 8.2 Management problem...........................................................................................22 8.3 Management question..........................................................................................22 8.4 Trends and Developments & PEST Analysis...........................................................23 Chapter 9 Solution strategies......................................................................................27 9.1 Use of knowledge..................................................................................................29 9.2 Required knowledge..............................................................................................29 9.3 Knowledge collection.............................................................................................30 9.4 Research Strategy..................................................................................................30 9.5 Data Collection Plan...............................................................................................31 9.6 Measurement instruments....................................................................................31 9.7 Population.............................................................................................................31 Chapter 10 Findings.....................................................................................................33 10.1 Management Question........................................................................................33 Chapter 11 Use of results............................................................................................38 11.1 Discussion............................................................................................................39 2 / 6

11.2 Stakeholders........................................................................................................41 11.3 Budget Social Media Marketing Plan...................................................................45 Appendices: Social Media Marketing Plan...................................................................47 Appendix I Target Group Persona................................................................................47 Appendix II Layout Social Media Communication Mobile Phone................................47 Appenix III Post Visuals / Post Fonts............................................................................48 Appendix IV Gantt Chart: Posting Overview................................................................49 Appendix V Facebook and Instagram Reports.............................................................50 Appendices The Substantiation...................................................................................51 Appendix VI Literature Research.................................................................................51 Appendix VII Coding of Interview................................................................................56 Appendix: VIII Characteristics Target Group. Survey 1: Existing X Hotel Guests.........................................................................................................................58 Appendix IX Existing Guests of X Hotel........................................................................65 References...................................................................................................................66 3 / 6

Acknowledgements

Dear reader, I would like to start this paragraph differently than the usual “cliché”. First of all, thank you for going to put a lot of time and effort right now into reading my Young Professional Semester Project.During the past 4 years of my Hotel Management studies at Saxion University of Applied Sciences, I was thinking from time to time if I will ever make it. If I will ever come to the point where I need to prepare to finish my studies and write the (back then) Thesis report. Now that this time finally came to me, I dare to say I feel scared and nervous.I would like to express my gratefulness and appreciation for all the people behind this project. My Saxion tutors and the management team of X Hotel X . Without you, nothing would be the same. Your endless help and motivation came to me in very difficult times for the whole world- the COVID-19 crisis. Having you by my side made this project a reality and my path to the professional field looking more real and approachable.This project means a lot to me, not only because I got to work on a very interesting and engaging topic but because of the great team which showed me a different perspective of the world.For me this is another path which I had to cross, it wasn’t always easy or pleasant but fully worth it. A path which developed me into the Young Professional I want to be. Always learning and achieving!

X Den Haag , 20th of October 2021

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