When it comes to digital marketing, Four Seasons is leading the pack in the hotel industry...but it wasn't always that way.
The past three weeks have flown by, as cliché as that may sound. A lot of has happened since my last post so I’ll break it down week by week to let you know about all the cool things we’ve been learning at BrainStation’s Vancouver campus.
Week 2: Meeting the Business Owners
The big team project for our Digital Marketing course is to create an actionable digital marketing plan for a local Vancouver company, Pacific Design Lab Co. In our first week, we all received the company’s request for proposal, but were left with some uncertainty as to how to move forward. This week, we got to meet two of the company’s founders and ask all of our burning questions. It was awesome to hear about their business straight from the source and we grilled them about their goals and priorities so we could tailor our marketing plans accordingly. It will be interesting to see how each group applies this information to create and present different marketing plans in the final week.
Week 3: Looking Out and Looking In
This week, our lead instructor John walked us through the analysis and research stages that form the foundation of any effective digital marketing plan. The first stage – “looking out” – involves looking at the external environmental to determine what competitors are doing and analyzing industry trends. The next stage – “looking in” – requires an in-depth analysis of the strengths and weakness of the company in question, looking at the different channels of communication and analyzing the user journey, from discovery to advocacy. If this sounds like a lot to digest, I’m with you. Fortunately, we had access to helpful diagrams and instructors to guide us. This week’s takeaway: to make sure you’re heading in the right direction, chart a course and consult your roadmap regularly!
Week 4: Becoming Social Media Mavens
We met our new lead instructor for the next four weeks, during which time we’ll be learning about the pros and cons of different platforms, how to define your audience, create content and much more. As an avid social media user, I assumed the first part would just be an overview. Nope. We dove into each major social media platform – Facebook, Pinterest, Twitter, Instagram and Snapchat – and discussed new features and challenges for businesses that are associated with each platform. Afterwards, we talked about the importance of defining an audience on social media by identifying the demographics and psychographics of the target audience. This week was full of animated discussion as social media is one of those things that you just can’t escape, love it or hate it.
There you have it, a snapshot of what’s been going on over the last several weeks in our Digital Marketing course. I can’t wait to see what next week brings and will keep you posted.