Assignment:
A family member owns an Airbnb in Douglas, MI, and gets good occupancy during the summer, but during the winter, their occupancy drops. They asked me to see if I could help them get more occupancy during the winter months using email and other digital marketing channels.
By looking through their data and identifying their target audience, I created a flyer for a warm outreach email ad and created a list of recommendations, including:
- Increase Strategic Pricing
- Prioritize listing on VRBO
- Enhance photography on Airbnb
- Amenity Enhancement
- Enhance Listing Descriptions
- Elevate Listing
- Add in ski trip (although the nearest ski resort is about 45-50 minutes away)
- Create a website linked to Douglas Travel
- Create a Business page for Airbnb on Facebook
- Create a video ad
Reflections:
This project taught me a lot about working with a client and using data to inform real advertising decisions.