A sample content marketing plan for a big idea targeted at five goals

1. CONTENT MARKETING PLAN
“DIG DEEP”
PRIYA RAVICHANDRAN(17200345), YIMING LIU(17203755)

2. Contents
• Marketing Objectives of Campaign, Key Performance
Indicators identified
• Justification for choosing Goals, KPI
• Brief Introduction to Big Idea
• Content Portfolio
• Blog Sample
• Contest Sample
• Promotion Ideas
• Conclusion

3. How we identified them?
• Based on general research on airline industry
• Based on airline’s general business objectives
• Based on Facts, figures on the web
• Based on Ryanair’s vision, mission

4. Goal - 2
• Improve customer experience and increase customer engagement or
direct interactions to Ryanair, through various channels that Ryanair
uses, like social media, mobile application, email, referrals site and
website.
• Inbound leads
• Feedback throughout journey
• Proactive
• Win the Competition

5. Goal - 3
• Improve Business class traveller market share by promoting Business Plus and
gain a competitive edge over other European airlines.
• Share of Corporate Market
• Fastest Growing
• Revenue

6. Goal - 4
• Decrease the complaint rate and improve
customer service.
• Trending in social media
• Important in airline, service industry
• Customers share experience about Ryanair,
especially negative ones.
• Influences brand image

7. Goal – 5
• Increase customer retention rates, promote
brand loyalty.
• Cost cutting
• Remarketing is easier
• Loyal customers generate regular income –
Stability factor

8. Target audience
• Business Savvy people especially millennials, who would
travel often to attend meetings, conferences,
workshops/trainings, sales pitch, etc who would seek
value for money they pay for travel.
• Travel teams, who will book tickets for their employees.
And People looking for…
• No queue at airport – Time saving !
• Reserved Seats – Convenience
• Flexibility – Change Date, time, Venue of Travel
• On time flights - Punctuality
• Baggage Allowance, etc.

9. “BUSINESS TRAVEL MADE EASY WITH RYANAIR’S BIZ+”
What? For whom?
We have an informative and evergreen content marketing campaign idea, targeted at
business passengers,27% of Ryanair’s passengers. Its content will promote Business plus
service features, customer service or convenience perks, offers around upgradation,
additional value or surprises given by Ryanair to its business passengers.
Why?
We chose this content for marketing campaign, because more revenue will be generated if
conversions happen in this sector. Awareness is brought, and it answers common questions
that will arise in customers mind.
How?
We built content (blog, contest) around Business Plus, promoted them in various channels to
reach our target audience.

10. Likeability – Customer interaction – Business class – Customer service - Loyalty
o Freshly brewed content, Contest giveaways, pleasant blog images,
seeking answers for the questions they search immediately will
make them like the brand more.
o Social media efforts
o Useful information
o Content with safety records
o Awareness
o Answers repeatedly asked questions.
o Compliments/praises to its readers
o Target audience and is not open-ended,
o Relatable, useful for them to implement in real life.
o Business passengers would like to read information,
o Call to Action
o Biz+ leads, conversions, etc.
o Premium services
o Priority
o Remind presence
o Promise driven
o Vouchers will encourage the customers to buy
more of Ryanair’s products or services.
HOW IT MET OUR GOALS AND KPI ?

11. CONTENT ITSELF …

12. BLOG
http://blog.ryanair.com/trusted-trips/business-travel-made-easier-with-biz-plus/
• SEO optimized
• Value Add
• Reader friendly, Likeable
• Visually Rich
• Social sharable
• Comment friendly
• CTA driven

14. FEATURES

15. PROMOTION

16. FACEBOOK CONTEST 2018 MILES CONTEST
#BIZSTORY
• Specific audience
• Rewards Loyal customers
• Social Reach
• Drives traffic
• Can gain leads, conversions/
retain customers

17. PROMOTION

18. THANK YOU FOR YOUR PATIENCE!