Online marketing communication plan
https://be-la-sierra-tour.odoo.com/
2021
Be La Sierra OBE
182888 Frank van Boxtel192270 Elisa Scholz
204632 Carla Puig Soler
204663 Silvana Jaramillo Castro
182266 Noortje van Campenhout
14-5-2021
,Contents
Introduction........................................................................................................................................................2
1. The target audience.......................................................................................................................................3
2. Value proposition and the experience............................................................................................................6
3. Brand positioning and brand story.................................................................................................................7
Brand positioning...........................................................................................................................................7
Brand story.....................................................................................................................................................8
4. Guiding principles for communication............................................................................................................8
Tone of voice..................................................................................................................................................9
5. Digital Marketing Communication objectives...............................................................................................10
After 3 Months.............................................................................................................................................11
After 1 Years.................................................................................................................................................11
The future (5 years)......................................................................................................................................12
6. Digital Marketing Mix...................................................................................................................................12
Awareness....................................................................................................................................................12
Capture.........................................................................................................................................................13
Conversion....................................................................................................................................................14
Loyalty..........................................................................................................................................................15
7. Communications materials...........................................................................................................................16
8. Budget / ROI / Planning and Control.............................................................................................................18
Bibliography......................................................................................................................................................20
Appendix 1. Mood board..................................................................................................................................21
Appendix 2. Scrum board.................................................................................................................................22
Appendix 3. Our persona..................................................................................................................................22
Appendix 4. Value Proposition Canvas.............................................................................................................23
Appendix 5. Image showing the Medellin identity...........................................................................................24
Appendix 6. Website URL.................................................................................................................................25
Appendix 7. Imagery.........................................................................................................................................25
1
, Introduction
This report is written by Frank, Noortje, Silvana, Carla and Elisa. All 4th year students of international Tourism
Management at Breda University of Applied Sciences, with a specialization in tourist experience.
The experience we came up with, where this report will tell you more about is called ‘’ Be la Sierra’’. This
part of Medellin is best known for its coffee and that’s exactly what the experience is all about.
The purpose of this report is to design a digital marketing communication plan based on the prince of online
branding for Be La Sierra experience, developed using the Design Thinking Process for the course Experience
Design Pro.
2
https://be-la-sierra-tour.odoo.com/
2021
Be La Sierra OBE
182888 Frank van Boxtel192270 Elisa Scholz
204632 Carla Puig Soler
204663 Silvana Jaramillo Castro
182266 Noortje van Campenhout
14-5-2021
,Contents
Introduction........................................................................................................................................................2
1. The target audience.......................................................................................................................................3
2. Value proposition and the experience............................................................................................................6
3. Brand positioning and brand story.................................................................................................................7
Brand positioning...........................................................................................................................................7
Brand story.....................................................................................................................................................8
4. Guiding principles for communication............................................................................................................8
Tone of voice..................................................................................................................................................9
5. Digital Marketing Communication objectives...............................................................................................10
After 3 Months.............................................................................................................................................11
After 1 Years.................................................................................................................................................11
The future (5 years)......................................................................................................................................12
6. Digital Marketing Mix...................................................................................................................................12
Awareness....................................................................................................................................................12
Capture.........................................................................................................................................................13
Conversion....................................................................................................................................................14
Loyalty..........................................................................................................................................................15
7. Communications materials...........................................................................................................................16
8. Budget / ROI / Planning and Control.............................................................................................................18
Bibliography......................................................................................................................................................20
Appendix 1. Mood board..................................................................................................................................21
Appendix 2. Scrum board.................................................................................................................................22
Appendix 3. Our persona..................................................................................................................................22
Appendix 4. Value Proposition Canvas.............................................................................................................23
Appendix 5. Image showing the Medellin identity...........................................................................................24
Appendix 6. Website URL.................................................................................................................................25
Appendix 7. Imagery.........................................................................................................................................25
1
, Introduction
This report is written by Frank, Noortje, Silvana, Carla and Elisa. All 4th year students of international Tourism
Management at Breda University of Applied Sciences, with a specialization in tourist experience.
The experience we came up with, where this report will tell you more about is called ‘’ Be la Sierra’’. This
part of Medellin is best known for its coffee and that’s exactly what the experience is all about.
The purpose of this report is to design a digital marketing communication plan based on the prince of online
branding for Be La Sierra experience, developed using the Design Thinking Process for the course Experience
Design Pro.
2
