The PR branding department is actually giving a lot of authorities
for interns like me to join some branding decisions and take charge of small campaigns.
It brings me a lot of fun and challenges at the same time.
This week, I was assigned to take charge of another branding
activity, which carrying goals of improve customer engagement and brand
awareness. After analyzed the demographics and behaviours of our guests, we
decided to have one month long activity during summer holidays.
That is to settle
XBOX games in the room, which allows guests to have fun during their stay. The
two outcomes that we expected from this activity, are 1) to get awareness on
social media (for we are the first hotel doing this in China). And it will stabilize
our position in the industry, that the young adults perceive this hotel brand as
young and fun.
(XBOX Gaming. Source: Wordpress.com photo by Polys Antoniou )
First of all, we talk
to market operation department, to see whether this branding activity is practical
or not. And the response was negative. They had given reason like: 1). It is
free. So it seemed not bringing profit and will only consume more human
resources. 2). It will probably disturb the guests next door.
Immediately, we explain the purposes and possible outcomes
of the activity. And within half day, my colleague and I went to one of the hotel
branch to test the environment by ourselves. We use evidences to remove the
worry of the operation department.
(Testing in room)
We talked to hotel branch. They allow us to settle the
machine in one room for trial.
Then, we contact IT services to develop a page for customer
to register online to join the experience.
We prepare a post to promote the activity on Wechat, with
the link to the page for registration.
It turns out great and exceeds expectation! Over 300
customers were registered, with knowing that they will be paying a regular room
charge. This activity brings 10000+ reads and hundreds reposts. In the week,
our Wechat new followers increase more than 8000!
Shortly, I have my first XBOX guest come in, I prepare a
letter on the desk to welcome the guests and remind them to tune down volume
after 10 o’clock.
(My handwriting sweet reminder)
All customers that have experienced this XBOX took pictures
and shared on their social media networks.
We made it! At the end of the activity, the marketing department
approached me and said they are willing to make it into a permanent service. WOW!
And guess what, they asked me to NAME THIS SPECIAL ROOM as I am the person who
created it. I can even name after me. But I think my name is completely
meaningless. Hahahaha.
I am so glad that I had never being treated like outsider.
But of course, I keep reminding myself to work harder to contribute more. From
this activity, I learnt communication and work with other departments are
extremely important, because you are not going to success by your own!
Enjoy your PR day!
Claudia Xinyin Xie
2 comments:
I really liked your blogpost, and the way you connected employee relations to branding. I agree with you on the fact that in order to carry out proper branding, you need the cooperation of all the departments within an organisation. Aside from making the work flow smoothly, I believe it also shows a good example to the public of what a well oiled machine your organisation can be, so in the end the act of working together can be a form of branding in itself. A truly good post, thank you for your contribution.
Hi Claudia,
Firstly, congratulations on implementing such a successful program! Well done!
Secondly, I too have had to work with departments to achieve goals. It can be a challenge, but also really rewarding. I think the most important thing is to make sure everyone involved understands the goals of the strategy, and why it is being used to achieve particular goals. This is because even if everyone is cooperating, they may not achieve the goals if they are not all on the same page!
It is also true that all departments must work together to achieve the same goals to ensure there is a consistent reputation that aligns with the goals for the brand. Their individual contact with stakeholder will affect the reputation of the entire company, and therefore it is important that each person in each department is working together to achieve a common goal.
- Bronte
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