Four Seasons Content Marketing Plan

For the content marketing campaign I am going with Four Season Toronto. In this post I am going to illustrate my idea of a brand new Content Marketing Campaign For Sheraton.

Name of The Campaign: Four Seasons Journey

Main Goal: To generate more brand awareness about Four Seasons Toronto and get new customers as well as keep regular customers engaged.

Campaign Detail:

• Create videos showcasing real world hotel guests with their testimonials. Upload videos and pictures of their stay in YouTube, Instagram as well as other social networks.
• The guests will have to sign a consent form of approval.
• Once Four Seasons's own branded content is up for a month or so we will focus attention towards customers to upload their own photos and experience.
• Anyone who uploads photo on Facebook, Twitter and Instagram using hashtag #FourSeasonsTO will get a chance to win complementary stay for their next trip.
• There will be a series of prizes every month.

Timeframe

April To May 31st - Four Seasons Customer Stories.

June 1st To September 1st - Four Seasons #FourSeasonsTo contest.

September - December - Posting winner pictures and sharing their experience of complementary trips.

Platforms

The campaign will promote to existing followers with Four Season's own content and then use Facebook Ads, Twitter Ads, Youtube Ads and Google Adwords to promote the #FourSeasonsTO contest.

Fan Pages For Four Seasons

While there are no official fan pages for the Four Seasons hotel, some websites do promote their services.

Forbes Travel Guide - The travel section of the famous Forbes blog often post Four Season's news, updates and other information.

TripAdvisor - They post content related to Four Season bookings, real user reviews, photos etc.

There are other travel blogs that feature some of their content as well.

Four Seasons Toronto Social Media Study

Four Season is known for their luxury hotel chain especially in North America and Asia. In this social media case study we will look at how four seasons is interacting with their customers using social media.

Objective – To understand how Four Seasons is interacting with their followers in social media.

How Often Do They Post?

Once or twice a day on Facebook, A tweet every couple of hours on Twitter. Also, they have a dedicated twitter account for customers looking help.

Most effective Social Media Channel?

Four Seasons invests a lot of time and money in YouTube as well as Facebook. Their YouTube videos are a great way to showcase what their brand is all about. They generate the most traction in Twitter and Facebook. Their YouTube is targeted to potential new customers.

What Kind OF Content Do They Post?

Press releases, monthly specials, chef recipes, any award or mention by other news publication. Their videos give you an in-depth tour of their hotel as well as the quality of service.

Example

Giving existing and new customers a reason to visit Four Seasons  via Facebook.

Conclusion

Four Seasons focusses on getting user attention by posting something new every day. Their videos are geared towards people visiting other luxury brands and how they are different. Their twitter service is pretty impressive. I did ask them a question on twitter and got a response within 20 minutes. 

Four Seasons Vs Sheraton On YouTube

In this blog post we are going to identify how Four Seasons Toronto and Sheraton promote their brand on YouTube. YouTube is a great platform for the hotel industry because videos are extremely effective in engaging audiences.

Four Seasons YouTube Channel

Total Subscribers: 9296
How Often Do They Post Videos: 3-4 videos a month

Most successful videos:

• Four Seasons Private Jet: https://www.youtube.com/watch?v=dyPIK-Xy6q8
• Making A Bed At Four Seasons Hotel: https://www.youtube.com/watch?v=AZHOyfx3mU8

Keywords Used: Four Seasons Hotels, Luxury Hotels, Luxury vacations

Types Of Videos: brand videos, hotel launches, services offered by Four Seasons

Sheraton YouTube Channel

Sheraton focusses on making viral videos about the hotel industry in general. Although they have less subscribers than Four Seasons, they have way more video views,

Total Subscribers: 2025

How Often Do They Post Their Videos: 2 - 3 videos a month

Most Successful Videos:

• Actions Speak Louder Commercial: https://www.youtube.com/watch?v=xTGEf4o8QLg
• Sheraton Surprises Travellers With Random Acts Of Kindness: https://www.youtube.com/watch?v=0_WqbSkz-rc

Keywords Usesd: Travellers, hotel bookings, luxury hotel, vacations
Types Of Videos: brand videos, industry related news, PR videos, sheraton services

Four Seasons Vs Sheraton On Instagram Toronto

In this post we will analyze how Four Seasons Toronto and Sheraton hotel use Instagram to market themselves.

Four Seasons Instagram

Followers: 14.6k

Generally posts an update 5 times every week. Photos are mostly tailored for Instagram with relevant hashtags and other filters.

The descriptions says

Four Seasons Hotel Toronto

 TripAdvisor 2016 #1 Hotel in Toronto. Proudly Canada's first hotel awarded both AAA Five Diamond and Forbes Travel Guide Five Star ratings.

 They have a link to their press release in the descriptions section.

Average Likes: 160-200

keywords and hostages: #torontogetaway, #DbarTO #spring

Sheraton Instagram

Sheraton is extremely active on Intagram and uses a single account for the entire hotel chain.

Followers: 32.4k

The description says 

We believe actions speak louder than words. That's why we're changing - from small touches to big shifts, all around the world.

they have a link to their mlb promotion on the description area.

Average Likes: 600-700

Keywords and Hashtags:  #travel #toronto #gateway #food

Four Seasons Vs Sheraton On Twitter

Both Four Seasons Toronto & Sheraton Hotels are quite popular on twitter.

No of Followers

• Four Seasons: 11.6k
• Sheraton: 2389

Four Seasons has a much higher twitter presence than Sheraton. Both the companies are similarly active in twitter posting about 1-2 posts per day.

Posts include special mentions, PR releases, direct responses to customer service (not shown on their profile), special services and events.

Some keywords and Hashtags

Sheraton - #canadian #landmark #tourism #toronto

Four Seasons - #ArmandDeBrignac #FSbride.

Keywords - toronto dining, hotels in toronto, toronto stay, downtown toronto

Both the companies follow the 50-50 rule.

Recent Successful Tweets

Four Seasons - A twitter post acknowledging an long time four season employee. 6 retweets.

Sheraton - A tweet about the canadian auto show and where to stay in Toronto. 3 retweets.

Four Seasons Vs Sheraton on Facebook

Four Seasons has a higher post frequency on Facebook compared to Sheraton.

Post frequency: 2-3 posts a day (Four Seasons), 1-2 posts a day (Sheraton)

Both the brands post about their restaurants, special events, facilities and also some related news & content about tourism in Toronto.

Yes they do follow the 50-50 rule.

Some of the keywords used among their social media posts are: luxury hotel toronto, best places to stay in toronto, best hotels in toronto.

Recent Popular Post For Sheraton

An article stating that Sheraton has one of the best hotel lobbies in Toronto.

• Likes: 16 (as of 12th march)
• Shares: 2 Shares

Recent Popular Post For Four Seasons

A post sharing the career of an old concierge in Four Seasons.

• Likes: 69
• Shares: none

Hotel Comparison Sheraton Vs Four Seasons

Introduction

SEO is important for marketers because it is a long term solution for generating organic traffic without any form of paid advertisement. SEO allows a brand to generate more awareness and target their audience. The objective is to determine which of the two sites when compared has a stronger SEO.  The brands that we are comparing today are:


Comparison Done By: Rahul Ghosh

• Sheraton Toronto
• Four Seasons Toronto

Sheraton Toronto Homepage

Four Seasons Toronto

SEO Comparison Chart

SEO Considerations	Sheraton	Four Seasons
URL:	http://www.sheratontoronto.com/	http://www.fourseasons.com/toronto/
Keywords used on each site:	Ultimate Mascara, Lash Reforming, Volume Length Definition.	Undisputed Leader of Mascara, Lash Lengthening, Length Volume Definition.
Frequency of Keywords:	Moderate	Moderate
Locations of keywords:	Body, Header Meta Tags, Alt Tags	Body, Header, Meta Tags, Image Alt Tags
Keywords in URL:		Toronto, hotel
<title>	Downtown Toronto Hotels | Sheraton Centre Toronto Hotel	Luxury Hotels Toronto | Yorkville Hotel | Four Seasons Toronto
<meta name="description" content=“”/>	As one of the newly renovated downtown Toronto hotels, Sheraton Centre Toronto Hotel is connected to financial and entertainment districts via the PATH.	Visit Four Seasons Hotel Toronto, soaring 55 storeys in the heart of Yorkville, downtown Toronto's most glamourous shopping and restaurant quarter.
<meta name="keywords" content=""/>	downtown toronto hotels	luxury hotel toronto
Site upload speed:	Pingdom Speed: (71/100)	Pingdom Speed: (61/100)
Quality of written content:	Readability Score: (72/100)	Readability Score: (67/100)
Quality of Visual Content:	Very crisp images with clear call to action area to book reservations.	Very clear pictures and a perfectly positioned area for room booking. The CTA is very prominent.
Alt Text used:	Every image has alt text	Every image have alt text
Captions used:	Images do not have caption	Some images have caption
Quality of Layout:	My Own Grade (8.5/10)	My Own Grade: (7/10)
Call-to-action:	“Reserve Your Stay”	“Make A Reservation”
Anchor Text:	Rooms, Location, Hotel Features, Dining	Accomodations, Photos & Videos, Make a Reservation, Fitness & Facilities
Mobile Friendly:	100% responsive mobile friendly design	100% mobile friendly responsive design.
Content is “shareable”:	No	Content is not that sharable. Mostly uses a booking opt-in on the homepage.
Links to Social Media:	Links to social media present on the homepage as well as every other page.	Links to social media present In the footer section
SERP ranking results when using keywords from this table:	Average SERP Ranking: 3.4	Average SERP Ranking – 2.7

SEO Considerations

Sheraton

Four Seasons

 

URL:

http://www.sheratontoronto.com/

http://www.fourseasons.com/toronto/

Keywords used on each site:

Ultimate Mascara, Lash Reforming, Volume Length Definition.

Undisputed Leader of Mascara, Lash Lengthening, Length Volume Definition.

Frequency of Keywords:

Moderate

Moderate

Locations of keywords:

Body, Header Meta Tags, Alt Tags

Body, Header, Meta Tags, Image Alt Tags

Keywords in URL:

Toronto, hotel

<title>

Downtown Toronto Hotels | Sheraton Centre Toronto Hotel

Luxury Hotels Toronto | Yorkville Hotel | Four Seasons Toronto

<meta name="description" content=“”/>

As one of the newly renovated downtown Toronto hotels, Sheraton Centre Toronto Hotel is connected to financial and entertainment districts via the PATH.

Visit Four Seasons Hotel Toronto, soaring 55 storeys in the heart of Yorkville, downtown Toronto's most glamourous shopping and restaurant quarter.

<meta name="keywords" content=""/>

downtown toronto hotels

luxury hotel toronto

Site upload speed:

Pingdom Speed: (71/100)

Pingdom Speed: (61/100)

Quality of written content:

Readability Score: (72/100)

Readability Score: (67/100)

Quality of Visual Content:

Very crisp images with clear call to action area to book reservations.

Very clear pictures and a perfectly positioned area for room booking. The CTA is very prominent.

Alt Text used:

Every image has alt text

Every image have alt text

Captions used:

Images do not have caption

Some images have caption

Quality of Layout:

My Own Grade (8.5/10)

My Own Grade: (7/10)

Call-to-action:

“Reserve Your Stay”

“Make A Reservation”

Anchor Text:

Rooms, Location, Hotel Features, Dining

Accomodations, Photos & Videos, Make a Reservation, Fitness & Facilities

Mobile Friendly:

100% responsive mobile friendly design

100% mobile friendly responsive design.

Content is “shareable”:

No

Content is not that sharable. Mostly uses a booking opt-in on the homepage.

Links to Social Media:

Links to social media present on the homepage as well as every other page.

Links to social media present In the footer section

SERP ranking results when using keywords from this table:

Average SERP Ranking: 3.4

Average SERP Ranking – 2.7