Creative Strategies
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Communication & Media Strategy
The First Step
Our team believes that focusing on building social media presence and increasing brand awareness is the current number one priority for Backroads.
In our focus groups, zero out of thirty participants had heard of Backroads before taking our surveys. The easiest and most efficient way to increase brand awareness is through focused effort in social media.
1
Backroads already boasts a respectable Instagram following. It would be smart to first focus more resources into Instagram, then branching out into other platforms.
2
TikTok
If interested in engagement, TikTok is the place. A simple and effective way to market a brand, #TravelTok will serve as one of the best ways to reach a large audience!
3
Backroads App
From pre-trip get-to-know-you group chats, digital cultural guides to follow on the road, to post-trip feedback, photo sharing, and more, the Backroads app can serve as the #1 way to talk to current and potential travelers!
The Plan
Building off Backroads’ current Instagram popularity would be an effective path forwards. With a current follower count of 59.9K, all we need to do is concentrate on is improving engagement with current followers. Likewise, the introduction of more reels or videos that will foster higher engagement with current and potential followers. On videos--TikTok is the strongest platform for engagement and should also be considered.
We allocated about 1/5th of the media plan to branded content, including the app, website, podcasts, and incentive programs. The website is the consumer's first and only place to interact directly with the Backroads company, so it must be one of the largest sources of investment. Also as important is the Backroads app, a place where all the trip information can be accessed-- from onboarding to post-travel chats. The app holds a lot of potential, and with a tech-savvy Gen Z audience, is one of the best investments Backroads can make.
We recommend allocating 15% of the budget to SEO due to Backroads’ low visibility and recognizability. Having thousands of people see the Backroads brand through search could be an efficient way to increase brand awareness/recognition. Backroads can use SEO to build the reputation and recognition, which will in turn grow their social media presence.
