Branding: you need to work closely with other departments

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

Engagement: Spend little money to surprise guests

During my internship, there is no significant festival or big day. So, my task is to “make a guest a special day”. It is an ongoing weekly activity that to engage with guests and enhance reputation.

iu Hotel is a very new budget hotel brand under Plateno Hotel Group, the biggest hotel group in China and the top 7^th in the world. Since the whole week is raining quite often. I was thinking to decorate a romantic room. Hopefully this would make a couple feel warm and surprised.

On the Tuesday department meeting, I did a presentation to show my colleague about the idea.

 

Once my idea was agreed by my colleagues, I started preparation. And I was given 1000 Chinese Yuan (660RM) for this week’s special day.

Firstly, I select a hotel branch that is the nearest to our office, so that it is convenient and easier to be controlled.

Secondly, I communicate with the hotel branch manager about the plan and get her approval. And also she is going to reserve a room with a king-size bed for the day.

Thirdly, I list down all the things for decoration and gifts and careful decide where to buy or get sponsorship. We contact Daxiang, which is a very popular condom brand among young adult in China. That matches our target segment of customers. And we also have wine sponsor as well.

Fourthly, get everything ready one day before the activity. Check carefully to make sure they are safe and have least negative impact. For example, the sticker that we use to sticker balloons on the ceiling MUST be removable. So that it won’t hurt the surface of the ceiling. But it also has to be sticky enough to last at least two days so that it won’t fall down in the middle of the night to scare my guests. I was enjoying improving these details that my colleagues think I am quite considerate and organized ;)

To make it more efficient, I prepare a sketch of what to expect and the positions of everything.  

(bed deco)

The noon after guest check out, we went in to decorate the room. We took less than one hour to do everything and clean and leave. The hotel branch is satisfy with our works. And the night, we suceffully have a young random couple to stay in the room. I have heard the staff said that when the young lady open the guest door...Her mouth was like an" O" and said she love it so much. And of course both the couple and we post on social media and a lot of people reply to ask where can they get this! 

So this is the room and me holding the really nice flower....Just wish it was a better weather. But yes, we made a nice day and a nice memory for a guest. And less than half of the budget was spent. 

Have a nice day!

Claudia Xinyin Xie

Introducing Activ

It’s never been a question about whether or not I want to work in a not-for-profit organisation, it’s always been about where and when.

For my public relations internship I have been interning at The Activ Foundation, a not-for-profit disability service provider that supports my family. Choosing to complete my 20 days with Activ was a fantastic way for me to help out at an organisation that helps me, and gain valuable experience in the  sector that I one day want to be a part of. I have so much to learn about the NFP industry and I know that interning at Activ will be a vital help in putting me on the path to success and my perfect career.

For more information on this fantastic organisation click here.

 Having the opportunity to intern at Activ has shown me just how crucial public relations is to not-for-profit organisations. Not only does Activ’s communication department have to regularly communicate with their key stakeholders (clients, supported employees, and their families), but they have to connect the organisation with the general public in such a way that they feel compelled to donate. As a not-for-profit, there’s so much more to lose if the organisation doesn’t succeed in these roles; they aren’t just supporting themselves, they are supporting a lifestyle that their clients rely on.

The ALS Ice Bucket Challenge was an inspiring example of a successful PR campaign in the not-for-profit industry. 

One of the things I particularly liked when I learnt about Activ’s current public relations plan was their communication strategy, which is perfectly encompassed by their slogan: ‘Enabling those living with a disability to pursue a better life’. The organisation endeavors to send the message that those living have the potential and capabilities to reach their dreams, and that Activ facilitates this opportunity, not gives it. As someone with a disabled sibling, I believe this is crucial distinction and what makes Activs stand out as a disability service provider.

Activ's Artspace Event celebrated the artistic talent of Activ clients, and is a great example of how the organisation respects the capacity all individuals have to reach their dreams. 

I can't wait to share more thoughts with you about Activ and the amazing job the communication team does in fundraising and raising awareness for the organisation.