Digital marketing strategy for Junamajoitus Haukka

Abstract

This thesis aims to create a digital marketing plan for Junamajoitus Haukka for its seasonal train accommodation business service named Tuuri Train Station. Junamajoitus Haukka has commissioned this thesis to identify digital marketing strategies that would increase the number of guests in the business’ off-peak periods when occupancy rates are quite low. Research was conducted to identify possible digital marketing solutions to increase occupancy rates during these periods and improve the business’ overall online presence. Based off the results of the primary and secondary data, it was determined that the best course of action was to create a digital marketing plan using the SOSTAC planning model developed by P.R. Smith in the 1990s.

The first chapter of the thesis is an introduction which includes background information about the business, the research question and research objectives, relevant digital marketing concepts and theories, and the research methods used to collect and analyse data that would inform the digital marketing plan. The second chapter discusses digital marketing concepts and those relevant to accommodation service businesses as well as the SOSTAC planning model used to develop the digital marketing plan. The third chapter explains the data collection methods used in this thesis and presents findings from the data analysis. The final chapter recommends a digital marketing plan for Junamajoitus Haukka based on the SOSTAC planning model.

The results of this thesis provide Junamajoitus Haukka with a realistic plan that the business is able to fulfil within their budget and within a relatively short timeframe. The plan recommends that Junamajoitus Haukka uses effective digital marketing that targets the types of guests that are most likely stay to stay at Tuuri Train Station in the off-peak periods, such as business travellers, sole travellers, groups, train enthusiasts and dog owners. At the same time, this digital marketing would continue to engage families and couples that are the business’ main guests during the peak period. This thesis recommends a digital marketing plan that uses the tools of Search Engine Optimization, pay-per-click advertisements, and social media marketing to attract new target audiences or a great number of guests from these audiences. These three tools used together effectively should boost the business’ visibility and brand awareness, and in turn, attract more guests to Tuuri Train Station in the off-peak periods.