Contact strategy – Brudhäll

Week 7

Our themes are nature, vacation, archipelago and local food.

· Nature – we love the nature, all four seasons. Here at Kökar you can experience a nature that you can’t find anywhere else in the world.

· Vacation – we are a vacation destination for the whole family. We offer a relaxing environment in the outer archipelago.

· Archipelago – Brudhäll is situated in the outer archipelago, a place like this can´t be found anywhere else. There is something special here.

· Local food – we use locally produced products when preparing the meals. We want our customers to feel that the food is high quality and sustainable, good food is local food.

When writing the content, we normally use one of these topics, referring to the themes we have above.

· Why is the outer archipelago and Kökar extra ordinary?

· What can you see and do here that you can´t experience anywhere else?

· The story behind Brudhäll, and what makes Brudhäll so special that you want to spend your vacation or conference here.

· What´s on the food plate, and what´s so special about it?

The purpose of using these contents in our text is to attract the costumer to visit the archipelago and Brudhäll. The place is special for its spectacular nature, the locally grown good food, for its genuine archipelago experience community and of course to get a relaxing vacation in a nice family hotel.

The text is written in a professional and friendly tone, so that it sounds inviting and selling. To make the destination easy to find on google, we use the following words:

· Archipelago, outer archipelago, Finland, Kökar, Åland

· Guest harbour, hotel and restaurant

· Local, experience, activities, relaxing

They should use slightly different themes depending on where they are posting. On Instagram they can more freely choose different themes when publishing content. Instagram is not as strict, and it doesn’t need to be as formal as Facebook. The text on Instagram shall be on one language, English, since we don´t want the texts to be too long. When writing on Instagram they should write almost as their writing to a friend. Themes they should use frequently on Instagram is behind the scene, events, at the moment, themes (ex. presenting one form the staff once a week) and lift up other companies on the island. Instagram is a source for Inspiration and good pictures, the picture must catch the “scrollers” attention. Facebook as I mentioned earlier is more formal, themes that suits for posting on Facebook is, coming events, facts (why visit the archipelago), opening hours, also they should use good pictures here, but the text is more relevant. The messages they are sending should be why they are different than others, and why Kökar is different from other places, also they must read the brand manual, so they write things that are associated with the company, the company statements, vision and mission. Also a point that I can’t leave out, since Brudhäll has a guest harbour and the harbour is popular for families with kids and the kids has Instagram, meaning that if the family is for example at Föglö and one of their kids sees a nice and inspiring picture on Instagram taken at Brudhäll, they might recommend their parents to go there next. To connect Facebook to the story, when the parents have gotten the idea of going to Brudhäll, they most truly will check Brudhälls Instagram and their website.

When thinking about the current costumers and the potential costumers, I strongly recommend them to use both Instagram and Facebook, the audience between these two is different. Most of their current target audience uses Facebook, it’s a site that the older generation, meaning 30+, is active. Instagram in the other hand is the app that the younger generations use, a lot. And in my meaning, it says it self, the generation that is going to visit Brudhäll in the future, currently sees their adverting on Instagram. Therefore, the content on Instagram must be targeted to the younger generation.

I also want to recommend them to use newsletters as one of their marketing sources, but this would require a good crm system, which they don´t have, yet. Newsletters is classified as more targeted marketing than Instagram and Facebook and reaches out to another audience.

About the gap-analysis, I found a good picture of the process, down below. There is no smart way you can know if a marketing strategy works before you test it. I think the best way to go is buy, first mapping where you are now, then come up with a new strategy, putting it to work, using it a few months, then compare the result between where you where before you started to follow the marketing strategy and now, after using the strategy for a fair amount of time. When going over the results, you´ll probably have to make a couple of changes in the plan, come up with new ideas and erase the bad once, and then the circle starts over again.

There is a point regarding SEO optimization, and I don´t think I can say it much better than this YouTube video that I came over a while ago:

https://www.youtube.com/watch?v=DvwS7cV9GmQ&t=168s