Australia

 
 Presented By

Angela Christie

Claire Mawdsley

Lisa Brocklehurst

Martina Forsyth

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 CONTENTS

The Brief          3          Brand Awareness      25       

Situational Analysis        4          Member Acquisition      25 
YMCA Organisation      4          Conversion to Sales      25 
SWOT Analysis YMCA      5          Retention and Loyalty      25 
Member Demographics      6          Measurement and Maximisation    25 
YMCA Online Demographics    11          Summary of Key Marketing Activities  26 
YMCA Online – Users      12            SEO        26 
YMCA Online – The Site      12            SEM        26 
Conclusions regarding online visitors  13            Online PR      27 
Key Recommendations for the YMCA Site  13            Offline PR and Marketing   27 
Competitor Analysis        13            Display Advertising Online  28 
YHA          14            Strategic Alliances    28 
STA          15            Viral Marketing      29 
WebJet          16            Consumer generated content  29 
Lonely Planet        17            Email        29 
Trip Advisor        18            Website Usability    30 
Competitor Analysis Conclusion    19            Social Marketing     30 
Objectives          20            Mobile Marketing    31 
Key Marketing Objectives     20            Database Marketing    31 
Key Digital Objectives      20            Database Management    31 
Key Digital Performance Indicators     20          Key Tags         32 
Digital Strategy          21          Web Development      33 
New YMCA Travel Service     22          New Y Travel Site      33 
Y Travel Brand        23            Key Functionality     33 
Attributes        23            Web Design      33 
Benefits         23            Segmentation of products   33 
Values          23            Communication Objectives  34 
Brand Essence        23          Budget          34 
Launch Activity          24          Conclusion        35 
                      Appendix        36 

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The Brief

• To open up a range of travel offerings, both online and through booths in YMCA hostels and centres.

• Offer recommendations on what products to promote in particular reference to successful brands such as STA

• Use Australia as a test market before rolling out globally

• Introduce the concept of people booking and buying travel products and services from the YMCA.

• To provide recommendations on the current YMCA website

• To drive online purchase and primarily market online

Situational Analysis

YMCA Organisation

The YMCA was founded in 1840 in the United Kingdom. Initially set up to improve the working conditions of young boys and girls, from its humble beginnings, it
has grown to be a global community based charity. The YMCA delivers programs and services to help build ‘strong individuals, strong families and strong
communities’.

The YMCA Association operates in over 124 countries, through over 14,000 individual associations and with over 45 million members.

Within Australia, the YMCA is a federation of 32 member associations. Each is governed by a local voluntary Board of Directors elected by its members.

The YMCA works in partnership with government, not for profit group and partners to provide programs and services to over 500,000 Australians every week.
These include health and fitness, recreation, accommodation, child care, camping, youth and family services, which is a true indication of the YMCA business
ethics of Honesty – Respect – Caring and Responsibility.

With such a wide and global network the opportunity for roll out of a successful product or service is tremendous. When examining online trends (Figure three in
the appendix) we can see that worldwide YMCA is a much stronger brand against key travel competitors such as YHA, Lonely Planet etc. However, considering
Australia in isolation figure four) the YMCA does not have the same strength in Australia as it does globally.

The full SWOT analysis of the YMCA now follows with analysis of our key demographics and who our competitive landscape.

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SWOT Analysis – YMCA
STRENGTHS
Community reach with over 500,000
members using YMCA products and
services
YMCA is already highly represented on
online forums
Existing travel organisation - 500
YMCA centres.
Strong brand values.
Represented throughout Australia
YMCA is funded and supported by the
Federal Government.
Appeals to wide range of demographics
including business travellers, grey
nomads, backpackers
Dedicated Australian charity with a
trusted reputation
Dedicated Australian product – built by
Australians for Australians
1,800 people stay in a YMCA hostel on
any given night
WEAKNESSES
Perceived by some as an organisation
predominantly for Christian men
Existing products not always well
regarded (negative reviews on
TripAdvisor as seen in Figure nine in the
appendix)
YMCA already highly represented on
online forums for reasons other than main
business objectives
YMCA Australia is not represented on
Facebook (as shown in figure eight)
YMCA is not perceived in the marketplace
in the same way as Lonely Planet, STA
etc. Not a sexy brand.
Research shows that a majority of those
sampled are unsure of what YMCA does
and what is stands for. (Survey Monkey
2009)
Fragmentation between the States – no
real national voice
As a charity – lack of funds available
Possible organisational inertia for new
concepts
OPPORTUNITIES
An independent company (not a tourist
board) which provides unbiased current
information on Australia. Ability to be
able to ‘own’ this space
International brand (room for roll out)
Strong international presence (as shown
in figure three)
Unique offering of authentic Australian
community based travel services based on
local recommendations
1,800 people stay in YMCA
accommodation every night – being able
to spread your message
Use mobile marketing to people who have
booked into a YMCA hostel to cross
promote other activities
Use existing database to produce a viral
marketing campaign
Economic climate as Australians holiday
more frequently at home
Steady interest online in community (as
shown in figure seven)
THREATS
Lonely Planet Thorn Tree –
provides information on places all
over the world including reviews
YHA – see competitor analysis
below
STA– see competitor analysis
below
Independent booking engines
Trip Advisor– see competitor
analysis below
New product may not gain any
traction
Existing YMCA members may not
be engaged with Y Travel
Strengthening Australian dollar
helps to increased overseas travel
Decrease in search for travel (as
seen in figure seven)
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  Member Demographics   

     

     

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YMCA Member Demographics as of 2009 across Australia*

AGE Group Gender Status Occupation Frequency of Type of Travel

Travel
4 months – 18 years F/M Single student Infrequent Australia
4 months – 18 years F/M Single student Frequent Australia/International
19 – 35 years F/M Single/couple Student/prof/nonprof/benefit Frequent International/Australia
19 – 35 years F/M Single/couple w kids Professional/nonprof/benefit Infrequent Australia/International
36 – 50 years F/M Single /couple Professional/nonprof Frequent International
36 – 50 years F/M Single/couple w kids Professional/nonprof Infrequent International/Aust.
50 – 70 years F/M Single/couple Professional/nonprof/retired Frequent International/Aust
50 – 70 years F/M Single/couple w kids Professional/nonprof/retired Infrequent International/Aust.
71 – 85 years F/M Single/couple retired Infrequent Australia/International
71 – 85 years F/M Single/couple w kids retired Infrequent Australia/International
*Source YMCA Parramatta Marketing Manager
Outlined below is the target market travellers based on different demographics within the YMCA community.

Australian Traveller
• Economy Traveller – family short term breaks within Australia around school holidays
• Economy Traveller – family, resort style accommodation centred around school holidays.
• Economy Traveller – backpacking, high volume, with mates or group, require low end accommodation, transport and discounted experiences
• Economy Traveller - couples with mid range accommodation, pre booking and staying in one place
• Economy Traveller - couples with mid range accommodation, pre booked tour for longer stays
• High End Traveller – Getaway weekend trips, specials, last minute – 2 nights
• High End Traveller – Getaway weekend trips, pre planned – 4x nights

International Traveller
• Economy Traveller – family breaks international package deal centred around school holidays
• Economy Traveller – family breaks international resorts prepaid centred around school holidays
• Economy Traveller – students backpacking international, one central stopover point with multiple bookings for accommodation and transport
• Economy Traveller - couples with mid range accommodation, pre-booked and staying in one destination with short tours in local environment
• Economy Traveller - couples with mid range accommodation, pre-booked tour, longer stays
• High End Traveller – Getaway weekend trips, pre-planned – 4x nights

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Senior Traveller
• Retired or semi retired, keen to explore the country of Australia. Have a medium to high spend.
• Touring with campervans – pre determined destinations
• Touring with stationwagon – pre booked accommodation and tours.

Table of statistics from Tourism Australia website (current as of June 2009). (All figures quoted are for domestic visitors only and do not include any International
Visitors)
• Tables are defined by target YMCA demographics
• Most booked Items for domestic travellers is accommodation at 43% and airfares 38%.
• The Internet usage increased by 3% during 2008 for online bookings.

Accommodation Luxury Hotel Standard Rented House/ Caravan or Bed & Backpacker
Hotel Apartment/Flat Camping Breakfast
Average length 3 nights 3 nights 5 nights 5 nights 3 nights 3 nights
of stay
Destination Qld, NSW NSW, QLD, VIC QLD, NSW NSW, QLD, VIC NSW,VIC NSW, VIC, QLD
Travel Party 31% adult 28% adult 35% family groups, 24% 29% adult couples 49% adult couples 46% friends or
couples couples adult couples 28% family groups 16% family groups relatives travelling
27% travel 28% travel together, 17%
unaccompanied unaccompanied travelling
unaccompanied
Transport 49% air, 45% 48% air, 47% 75% private vehicle, 89% private vehicle 83% private vehicle 51% private &
private vehicle private vehicle 19% air 28% air

Booking Internet Travel Agent Travel Book, Friends or Advertising/Travel Tourist

Mode Guide or Brochure Relatives Articles Office/Visitor
Information
26% 35 – 44 23% 45 – 54 21% 35 – 44 24% 15 – 24 19% 35 – 44, 65 & over 23% 45 – 54
22% 45 – 54 21% 35 – 44 18% 45 – 54 21% 35 - 44 18% 55 - 64 21% 35 - 44
19% 65 & over 17% 55 – 64

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 Activities Outdoor/Nature Active Arts/Heritage/Festival Local Social
Outdoor/Sports Attractions/Tourist
Attractions
Age 19 % 20% 27% 60 yrs & over 21% 60 yrs & over 20% 60 yrs & over,
30-49 years 30 – 49 years 20% 50 – 59 yrs 20% 30 – 39 yrs 19% 40 – 49yrs,
19% 50 – 59 years
Travel Party 32% family group 32% family group 37% adult couple 34% adult couple 29% adult couple
30% adult couple 23% adult couple 27% family group 30% family group 22% family group

• Since 2004 there has been an average annual growth of 6% in nights spent in serviced apartments.

• Nights spent in rented houses, apartments, flats or units have increased annually by 2%.

• Guest houses and B&B accommodation has increased by 1% per annum p.a.

• Nights spent in luxury and standard hotel have decreased at an average rate of 3% since 2004.

• Camping and caravan, backpacker’s accommodation has an average decrease of 1% since 2004.

Based on the above statistics from Tourism Australia, worldwide our current internet demographics, match well with the current people travelling throughout
Australia. This then validates our assumptions that we can target the above people based on the traffic currently visiting the YMCA existing website. (Source
publication Tourism Australia June 2009)

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YMCA Online Demographics

The above figures and charts show who YMCA customers currently are. With mosaic matching and research on websites visited (see below) we can engage
similar customers (who have shown interest in the new product – see assumptions). Source – Google AdPlanner

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YMCA Online - Users
There are 32,000 unique visitors to the Australian YCMA.org site within Australia (36,000 worldwide). The
average time spent on the site by Australians is 8 minutes and 10 seconds with an average of 2.58 visits per
visitor.*
Our typical visitor is female (59%), aged 35-44 (24%), without children in the household (61%)*. This varies
from our historical as well as perceived demographic of young single men.
In regards to cross over to other sites, people who search for YouTube are 1.8 times more likely than the
average internet user to visit our site and those who search for Facebook are 1.3 times more likely to visit our
site.* This demonstrates that visitors to our site are engaging with YouTube and Facebook on a higher frequency
than the average internet user.
After exploring other sites visited there is a strong Victorian/Melbourne bias (see figures four, five and six). The
sites royalshow.com. and vicnet.com are all 12 times more likely to be visited by a YMCA website visitor than an
average internet user. Other Victorian sites such as onlymelbourne.com and racv.com are 11 times more likely
to be visited too. This collates quite closely with the distribution of YMCA’s in Australia. Victoria has 219 outlets
which amounts to 46.5% of the YMCA represented in Australia.
Currently there are 1,091 YMCA Groups on Facebook. However, there is no group for Australia (see figure eight). National website

YMCA Online – The Site

The homepage contains details of the services, facilities and activities, provided by the YMCA,
together with a “Find your Y” interactive map tool, enabling users to locate the nearest appropriate YMCA centre.

The main site also provides links to the regional YMCA websites, which follow a similar overall structure to the
national site. However, the regional sites vary considerably in terms of the functionalities and features offered –
this can be seen even in the examples to the right.

Booking of activities and facilities are made through a manual process. Users are required to download an enquiry
form and this fax back to the local centre. Furthermore users can access archive copies of news updates and the
newsletter on the national and regional sites, but there are very few sites allowing users to register to receive the
YMCA e-newsletter.

The sites have very little online functionality with donations, job applications etc all being directed off-line to the
nearest centre.
Example of a regional website

(*source Google AdPlanner)

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Conclusions regarding online visitors
• Visitors to YMCA are also interested in other activities as shown by Royal Show and Village Roadshow visitation
• Facebook Australia page to be set up with links to other YMCA pages throughout the world
• Launch event to be in Melbourne as site has strong Melbourne/Victorian bias
• Promote service on partner sites such as villagecinemans.com, vicnet.net, onlymelbourne.com etc
• Use YouTube and Facebook to promote service and provide updates for users on the promotion

Key recommendations for the YMCA Site:

• Standardisation is required across all YMCA sites, so that each centre’s site has the same core features and functionalities
• A more seamless user experience would be achieved by having all regional sites linked to the main site. This is more user-friendly than having to search for a
regional site through the interactive map, which can be rather time consuming as the functionality is not very user friendly
• Booking of services, activities and facilities should be possible online, through the site which would further enhance the customer experience …..
• Subscription to the e-newsletter should be possible on all sites with the option to customise information preferences, e.g. general
YMCA news, types of activities and services, travel information and service etc
• User generated content required e.g. blogs and a forum
• Social networking links should be featured prominently on all sites through a ‘share this’ functionality

Competitor Analysis
Website Estimated Reach Average Average Male/Female Mode Age
Unique Users Visits/ Time On Site Range
Australia Visitor

www.yha.com.au 27,000 0.2% 3.1 11.30 45% / 55% 45-54

www.statravel.com.au 64,000 0.4% 2.6 8.20 38% / 62% 45-54

www.webjet.com.au 580,000 3.7% 3.3 9.40 36% / 64% 45-54

www.lonleyplanet.com 130,000 0.9% 3 10.20 43% / 57% 45-54

www.tripadvisor.com. 430,000 2.7% 3.5 10.40 38% / 62% 45-54

www.ymca.org.au 29,000 0.2% 3 8.00 38% / 62% 0-17

All stats are for Australia only from Google AdPlanner as of October 28th 12.26pm.  

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Competitor Analysis
YHA www.yha.com.au

Key Content
• Hostels
• Tours & Activities
• Travel Hints
• What’s on in Austalia
• Membership Information
• Travel Passes
• Travel Insurance
• What’s on
• YHA membership discounts
• Users ratings and feedback

Key Functions
• Interactive Map
• Book Hostels
• Group bookings
• Flights
• Bus & Car
• Online Membership registration
• Blog
• Booking Tracker

Strengths
• Extensive information of the YHA network

Weaknesses
• Asthetics of the site are quite bland.
• Limited to what can be booked – only YHA hostels

Summary
Good informative site for the backpacker. Lacks good depth of
user generated content and sense of community.

13 
STA Travel www.statravel.com.au

Key Content
• Promotions
• Competitions
• Loyalty Program
• Experiences
• Deals
• Destinations
• Contract

Key Functions
• Site search
• Flight search
• Accomodation search
• Booking
• Insurance
• Tours
• Bus & Rail search
• ISIC Application
• Subscribe
• Gift Vouchers
• Carbon Credits
• Travel tools & widgets
• Blogging engine

Strengths
• Brand is prominent
• Good design
• Information is presented clearly
• Easy to navigate

Weaknesses
• Page depth is too long
• Slow to load
• Large focus on students and young travellers – possibly
isolating older demographic

Summary
Everything you can imagine is available to encourage you to
engage with STA Travel and book a trip
14 
WebJet www.webjet.com.au

Key Content
• Flights
• Cars
• Insurance
• Accommodation
• Specials/Promotions
• Comprehensive Travel Guide
• Info on Destinations, airlines, etc

Key Functions
• Book a flight
• Book a car
• Book everything
• Planning & budgeting
• Subscriptions

Strengths
• Brand is prominent
• Relevant info is at the forefront

Weaknesess
• Visually confronting
• Higher cost than booking direct – lot of add on commisions

Summary
Very retail focussed site. A lot in the site, but reasonably presented for
the amount it offers

15 
Lonely Planet www.lonelyplanet.com

Key Content
• Destinations
• Travel Checklist
• Videos
• Hostels & Hotels
• Flights
• Travel Insurance
• Adventure & Tours
• Car & Rail
• Travel Money

Key Functions
• Interactive Map
• Trip Planner
• Booking engine
• Newsletter
• Mobile applications
• Forums
• Member Groups
• BlogSherpa
• Online store
• Magazine subscription
• Image store

Strengths
• Very detailed information on destinations including; latest
headlines, top picks, related user groups and blogs.

Weaknesses
• Not all travel products can be booked online
• Lot of information to wade through to find ideal place to
visit
• International site – no Australian specific site

Summary
Great site with a strong community element. Contains a lot of up-
to-date content and recommendations for the serious traveller
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Trip Advisor www.tripadvisor.com

Key Content
• Hotels
• Flights
• Cruises
• Restaurants
• Trip Ideas
• Travel Guides

Key Functions
• Travel Planner
• Booking Engine
• Comprehensive Reviews
• Featured Photo
• Travel blog

Strengths
• Trips divided into categories depending on; budget, distance
you wish to travel, time you wish to be away, interests etc
• My “Tripadvisor” section allows users to save planned trips,
send messages to other travellers
• Fully featured traveller community
• Easy exploration of destinations and community reviews

Weaknesses
• Lot of contradictory reviews not listed in a specific order
• A lot of information to trawl through to find ideal place to visit
or stay
• International site – no Australian specific site

Summary
A highly functional site. Contains lots of relevant info for prospective
travellers

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Competitor Analysis Conclusion

After exploring the competitive landscape, all of the sites reviewed are clearly differentiated, whether it is the student focus of STA or the online
recommendations for Lonely Planet. The new product for YMCA needs to have a strong point of difference from these brands to ensure people will use and
remain loyal to the brand and product.

As mentioned above, the strength of the YMCA brand online is much greater than any of the above competitors when viewed worldwide (see figure three).
Interestingly America is a stronghold for the YMCA rather than the UK where the YMCA originated from.

In Australia the YMCA does not have a strong brand presence and this needs to be improved in order to help increase the usage of the new Y Travel product.

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Objectives
Key marketing objectives:
1. To introduce the concept of people booking and buying travel products and services from YMCA (Y Travel).
2. To get people to use the new service and new look YMCA – Y Travel
3. To engage with new and existing customers and get them to utilise the Y Travel services available on an ongoing basis.
4. Increase consumer awareness of the Y Travel brand and its services
5. Increase the share of wallet of travelers through cross-selling and up-selling opportunities

Key Digital Objectives

1. Develop a one-stop shop for online travel information and bookings
2. Position the YMCA brand as a community based travel agent
3. Ensure that the Y Travel website is top of mind for all travellers when researching or booking their travel
4. Achieve 500 businesses utilising the site as a marketing channel by end of year two
5. Achieve 50,000 unique visitors to the travel portal site by end of 2010, maintaining our average 3 visits per year

Key Digital Performance Indicators

1. Eight average page views per visitor by end 2010
2. User time spent on site = 8 minutes by end 2010
3. 60,000 subscribed / registered new members by end 2010
4. 100 online bookings per month by end 2010
5. 200 bookings per month driven from the offline facility (enquiries made at the travel booths in YMCA hostels) to online by the end of 2010.
6. 1000 travel vouchers downloaded per month with 2.5% being redeemed

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DIGITAL STRATEGY
 
 
1. Introduce a new product/service for YMCA Travel - new online community travel booking service, built by the online community to benefit the online and
offline community

2. Incentivise the current YMCA community and new customers to contribute usable content to the YMCA travel site through competition and ongoing
engagement

3. Encourage usage of the travel booking tool through word of mouth, viral marketing, SEM and positive PR of community investment

4. Develop a profiled and segmented database to increase lifetime value and provide targeted offerings to customers

5. Drive new revenue through business registrations to the site

6. Utilise targeted digital communication channels to reach the right customers, with the most relevant message at their most receptive time

7. Clearly differentiate Y Travel site from competitors through clear messaging and a strong core offering

8. Re-brand to Y Travel to increase customer awareness of new service through SEM, SEO and on and off line marketing

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New YMCA Travel Service
YMCA’s new travel service will be - Y Travel. A new online community travel service which provides up-to-date information on a location and its best facilities as
voted for by the online community and visitors. Initially the service will feature just Accommodation, Eating and Experiences with a view to expand on the
offerings after 12 months depending on customer demand.

The main point of difference for Y Travel, compared to other travel sites, is it will be a community based travel service for Australia, exclusively built by the
Australian community. This will showcase the information about a community, services, facilities and experiences. The site utilises the community’s expertise in
turn benefiting all. YMCA is known for its strength and support of community – this offline strength will further enhance the brand equity of YMCA in an online
platform.

By engaging the community, Y Travel will be able to identify and offer the products and services the community needs, wants and uses.

Users will nominate their favourite accommodation, eatery and experiences for locations within Australia. Nomination will be via a short video (via YouTube) or
photo of the customer at the location doing the YMCA dance – enforcing the YMCA brand and increasing the chance of viral marketing. The products nominated
will provide the basis of the Y Travel service of up-to-the-minute accurate information from users rather than providers.

Potential customers will be able to book the nominated accommodations, restaurants and experiences. The site will provide an online platform for smaller
businesses that don’t have a strong online presence. To feature on the Y-Travel site the business will pay a small commission to YMCA for every booking. This
money will then be used by the YMCA to build facilities in the same community such as community halls, playground facilities etc. This will equip the offline
community to benefit as well from the new service.

Unlike guidebooks which are out of date the minute they are printed, our service will provide up-to-the-minute user-generated information about an area.
Customers will be able to log in and amend details about featured companies or areas as well as leave comments about accommodations, eateries and
experiences to ensure the information provided is accurate. This is based on the successful Wikipedia model showing the online community is self-regulatory.
There will be a slight time delay before amends appear to ensure moderator can check accuracy.

Y Travel will also enable users to upload content in regard to their experiences, blog about their trip and chat to other users in forums. The site will provide a
complete travel experience. Full website functionality is included as shown in the appendix

People will be able to access information in YMCA hostels and information centres via interactive booths and trained staff. While this is an online product, many
people prefer to speak to a person to confirm details and receive reassurance which will be offered at the YMCA hostels. We will offer both forms of interaction
with a review in six months to ensure we provide the best experience for our customers.

21 
Y Travel Brand

Attributes
An online travel booking service for travellers wishing to book authentic Australian travel experiences. Y Travel will look after your personal travel needs with
simplicity and ease. Y Travel have an experienced team and business systems and networks to enable the effective delivery of travel services.

Benefits
Operating as a sub division of the YMCA, Y Travel has the advantage of being able to leverage the brand awareness and reputation built by the YMCA
organisation. A unique proposition allows customers to select an appropriate experience from a diverse range of travel services that may not be available with
other travel providers. Providing the customer with greater choice, value and time to focus on the experience.

Values
Honesty – Respect – Caring – Responsibility

Brand Essence
Travel bookings with a sense of responsibility as illustrated by the Y Travel support of communities throughout Australia

A Customer Journey
Please see Appendix figure thirteen

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Launch Activity
To launch the new product to new users (existing YMCA members are already actively using the site – see assumptions made) a competition would be used.
Prizes would be offered for the nominee of the accommodation, eatery and experience with the highest number of votes. Encouraging each nominee/user to
self-promote themselves and at the same time the site and functionality.
Every entry will be required to be accompanied by either a video or photo of people doing the YMCA dance in front of the eatery, accommodation or activity
location. All entries would be downloaded onto the YMCA site via YouTube with details of the location, why it’s their favourite as well as their contact details too.
This would enable people who don’t visit the current YMCA site to still be engaged in the launch and subsequently the product.
The competition will run for three months and will provides interaction for members and general public. It also builds the base of the YMCA travel product as any
business recommended will be contacted to be included within the booking tool.
The best video/idea will be voted on in several different categories by the online community. The winning entry in each category will win a domestic holiday of
their choice up to the value of $5,000 as well as the opportunity to present (via blog or podcast) an online travel show downloadable from the YMCA website
which will go around the country and feature different communities and their best attractions.

As shown from the background above, current YMCA website visitors are 1.8 times more likely to be searching for YouTube,* showing a strong correlation
between the sites in regards to their users. Therefore, a product launched with an online video component would be more successful from YMCA than other
brands.
Through research and an awareness campaign (including a CSA featuring YMCA celebrity ambassador Ian Thorpe) we will be able to show the YMCA as offering
new services, we would also amass a large amount of information which can then be used as part of the service. The service would grow and include the ability
to connect like-minded people.

*Google AdPlanner

23 
 2. Member Acquisition 3. Conversion to 4. Member Retention &
1. Brand Awareness Sales Loyalty

5. Measurement & Maximisation

Brand Awareness - Build the brand to become top of mind when searching and booking travel products
A critical element to the success of Y Travel is the establishment of a strong brand that works well across all advertising, digital communications and display
advertising. Each must instantly convey the brand essence and reinforce the Y Travel’s value proposition and point of difference.
As part of the strategy moving forward, Y Travel will embrace the traditional YMCA brand image as well as move Y Travel forward with the times and
demonstrate that it is a brand that is undergoing positive change for its’ community of members as well as the greater community.

Member Acquisition - Attract new customers

The YMCA will use its existing member database to ‘spread the word’ with an aim of attracting new members as well as look at ways of providing these members
with tangible reasons, and a user friendly process, to engage with Y Travel and use the services offered. The aim is to provide a great experience for all Y Travel
members so that they tell more friends about the service and in turn result in further acquisition of new members.

Conversion to Sales -Turning “lookers” into “bookers to increase share of wallet

Whilst it’s essential to acquire new members and create a user-friendly experience for all; without sales the Y Travel product cannot continue. The key focus of
the Digital Tactics will be to provide relevant content to users based on their search and behaviour with Y Travel in order to encourage them to book. Use of
targeted online vouchers and promotion through offline channels such as the booking booths will continue to incentivise people to book with Y Travel.
With increased revenue, Y Travel can stay true to its brand and distribute its revenue to give back to the community.

Member Retention and Loyalty - Harvesting repeat business from existing members
Through development of a CRM, Y Travel will be able to link all behaviours and preferences for members back to each individual member and develop ongoing
targeted communications and offers. By listening to what members want from Y Travel and by engaging with them through conversation, Y Travel aims to
continually develop a product for its members, built by its members. By doing this Y Travel will build loyal and long lasting relationship with its members. The
more happy members, the more likely they are to tell their friends and further increase members acquisition.

Measurement and Maximisation - Tracking and analysing all activity to continually refine and improve the product and key marketing activity
It’s important to ensure that the website and all marketing activity can be tracked and reported on, to understand their effectiveness. Y Travel will track and
continue to refine on an ongoing basis via web tracking, revenue reports and continuing to listen to member feedback.

24 
Summary of Key Marketing Activities
Activity Brand Awareness
SEO • Identify key words
Specific to YMCA brand,
target market and new
service
• Utilise survey results for
keywords as well as
Google Ad-words to
identify key search terms •
used by the customer
• Optimize metadata tags
for all images utilising
keywords
• Ensure every page fully
optimised with keywords.
• Ensure title tags on YMCA
page are utilized and use
keywords
• Metadata uses keywords
and site description
SEM • Use Google Grants – free
Adwords account for
charities
• $330 daily budget.
• CPC set at $1
• Use highly targeted
keywords market
• Link creative in to key
words
Member Conversion to Customer Retention Measurement &
Acquisition Sales & Loyalty Maximisation
• Use a combination • Identify key words – • Ensure site is • Continual review
of organic search for ongoing - linked to optimised for new and of key words and
keywords and sales & booking existing customers creative to ensure
• Adapt search terms
Google Adwords. new trends are
used on the site for
Optimize metadata keywords recognised and
tags utilised in keyword
Linking strategy. maximisation
Ensure Y Travel links • Look at Google
are on appropriate Trends to see
travel and product YMCA search
sites popularity as
compared to other
brands on an
ongoing basis
• Create landing pages • Track users beyond • Serving the right ad • Constant
based on key word original click. i.e. through cookies – evaluation of key
search increasing through cookies. enabling targeted words and
Google Quality Score Serving them the messages increasing key
and enabling higher right ad words, ad groups
placement on results with a view to
having paid search
if required
25 
Activity Brand Awareness Member Conversion to Customer Retention Measurement &
Acquisition Sales & Loyalty Maximisation
Online P.R. • Press releases to targeted • Provide media • Ongoing awareness • Provide ongoing • Use Google
consumer trade and content for partners to drive people to stories and exposure analytics to track
travel media such as Travel the site for the competition, the links from
• Engage our current mags, shows the winning entries, stories to check
members through • Drive awareness of the building of new conversion rate
Facebook, email and competition through community facilities as • Identify the most
Twitter dynamic content in funded by the profitable sites to
online ads on commission structure work with and
partner sites provide exclusive
information to
increase ROI
Offline P.R. • Use of off-line touch • YMCA staff and • Ongoing awareness • Keep customers • Increase in
and points at YMCA hostels volunteers to staff Y to drive people engaged, even if member numbers
Marketing and centres & high traffic Travel Booths in either to the site or offline, through direct on the database
areas i.e. shopping centres and at the booths mail campaigns, illustrating the
centres utilising Y Travel external locations to • Sale conversions at discount vouchers and success of Y
booth explain product and shows and Y Travel birthday cards if no Travel marketing
• Attendance at consumer sell the service booths email activities
shows i.e.: Outdoor trade • Face to face • Dedicated staff for Y • Segmentation of
show, Senior week, acquisition with Travel Booths to keep database to
Backpacker Expo,
online facilities updated database of enable
community fairs
• Use of promotional available customers – ensuring measurement of
merchandise T-shirts, • Data driving recognition of loyalty ROI for on and
pens etc competitions at to Y Travel offline
travel shows • Loyalty to be • Maximisation of
• Point of sale in rewarded with revenue through
YMCA locations discounts and VIP CRM system
offers at the Y • Use promotional
codes for tracking

 
Activity Brand Awareness
Display • Interactive banner ads on •
Advertising related sites, using
Online distressed space and
contra arrangements
• Dynamic ads with content
drawn from the site
All online ads
will feature including voting results
interactive • Partner with companies
content such as travel insurance,
drawn from car hire, transportation
the Y Travel • Use sites which our online
site using users visit frequently as
widgets.
shown with AdWords i.e.
villagecinemas
Strategic • Links on appropriate
Alliances travel partner websites.
Increasing awareness
• Relevant content on
partner’s websites
• Focus on sites with high
cross over
• Email partners with latest
news, events and success
stories
• Liaise with partners to
identify joint opportunities
and source promotions
Member Conversion to
Acquisition Sales
Interactive ads • Through registration
foster engagement and knowledge of
with the customer site visited prior to Y
linking to the Y Travel sending of
Travel Site targeted emails to
• Facilitate acquisition new customer
through interaction • Offer discount in
and engagement conjunction with
with online partner site i.e. 10%
registration with off hotel price with
targeted incentives extra day car hire
related to site when booked
through Y Travel
visited
• Downloadable
voucher, vouchers in
newsletters (hard
copy)
• Cross promote to • Once on YMCA site,
partner’s databases provide a targeted
• Links from related offer or a
sites help organic recommendation for
search results and purchase relating to
provide new partner source
potential customers • Promotion to
• Facilitate acquisition partner’s database
through interaction with joint discounts
and engagement and promotions
• Promote registration
• Offer promotions
with targeted
incentives related to sourced from
site visited partner alliances
• Suppliers become
our advocates
Customer Retention Measurement &
& Loyalty Maximisation
• Show targeted ads for • Analyse click
users who have visited through rate and
the Y Travel site no. of sales with
through clicking on a Google Analytics
display ad • Identify key
• Ensure data collected partners through
from Google Analytics constant review
is used when for ads with high
communicating with ROI
user from ads served
to offers shown
• Link loyalty offers with
related company site
• Ongoing targeted • Tracking through
offers sourced by Google analytics
partners. i.e. • Register
backpacks, travel bags conversions and
• Build relationship with drop outs
customer in • Contact drop-outs
conjunction with with new offers
partner test other
discounts
Activity Brand Awareness Member Conversion to Customer Retention Measurement &
Acquisition Sales & Loyalty Maximisation
Viral • Promote product to • With all member get • Promotion of special • Reward friend and • Increase of
Marketing member base and member activities offers across chosen existing member with registered names
encourage send to a collect names and social media every booking arising on database
friend with incentives for email addresses and channels from member get • Sales tracking
members send a targeted • Use our existing member activity • Track
• Use Facebook, Twitter one-off email to new customers as our • Joint marketing to communication
and YouTube to promote prospects ambassadors for both contacts channel, i.e. email
service • Use our existing acquisition and • Increase discounts
• Increase chance of customers as our reward with and offers to members
competition going viral ambassadors for discounts when they provide
with incentives for acquisition. Reward more customers
generating more votes for with discounts
an entry
Consumer • Provide blog, forum and • Acquire small • Referral and • Recommendations & • No of sales.
generated Rss links functionality on amounts of recommendations referrals • Mentions on blogs
content our YMCA sites information with and other pages
• Fan pages on Facebook surveys to fans, from users
and other websites bloggers etc • Responding to
user content
Email • Monthly e-newsletter with • Use the strategic • Targeted voucher • Welcome home emails • Surveys or quick
online registration partners database to offers with monthly • Ongoing and discounts polls via eDMs
• Variety of e-newsletters acquire new newsletter and exclusive member • Measure open,
to members, new users, customers with joint • Testing of email treatment click through and
Outline of small businesses etc promotions content, formats • First to know emails re conversion rates.
sample eDM • Use YMCA member • Provide content for and times to confirm offers, discounts etc • Unsubscribe
shown in database to send other newsletters the most successful • Priority booking numbers
appendix personalised and highly such as Australian format for each • Welcome email for
targeted communications traveller, travel customer segment new members with a
figure eleven
• All emails to have ‘share insurance on the database survey to provide
this’ as well as ‘Send to a companies etc. with • Linked offer with targeted offers
Friend’ to help increase competitions to partners such as Online surveys to keep
the viral component increase registration reduced travel customer profiles updated
insurance

28 
Activity Brand Awareness Member Conversion to Customer Retention Measurement &
Acquisition Sales & Loyalty Maximisation
bsite • Updated website • Online competitions • Usability, navigation, • Member portal, log in. • Use Analytics to
Usability functionality and look to and surveys search Notification of new track which
reflect new product • Membership of • book, accessibility, offers. Community promotional page
(full offering website for extra payment options bulletin board and link works
functionality • Fresh copy and offers to content and most effectively
be added to increase functionality • Booking
shown in the
SEO listings • Downloadable enhancement
appendix
• Fully optimised site special offer • Site performance
figure one) vouchers

Social • Twitter to reveal latest • Competitions, social • Referrals through • Twitter - an • Use of tools such
Marketing competition news, forums, blogs online peers integrated lead as social mention
products with highest • Facebook Fan Page • Provide updates on generation/nurturing & Icerocket.
vote maintaining – identify new users latest products and system. Review of Facebook fan club
engagement through • Offers and ads to travel scenes posts on YMCA and stats, You Tube
regular updates be tested on use feedback for stats, web
• YouTube customised different sites i.e. product enrichment analytics
Twitter, page to be created Twitter, Facebook and development • The analytical
Facebook and allowing users to upload etc to find most • Members can provide capacity of
YouTube videos for the responsive feedback via Twitter Facebook Fan
competition or Facebook and see Clubs will help
chosen due to
• YouTube, Facebook, what other members measure the
research on Twitter and Y Travel sites are saying. Y travel number of fans,
our online to be linked with a to engage with levels of
YMCA users as consistent messaging customers and engagement and
referenced in across all updates and respond to feedback link all content
Situational information with possible through to the
• YMCA use own videos to development of website
Analysis
further engage members product and services • Research – use
• Encourage blogging on Y to meet customer surveys to engage
travel site Y travel Site, needs users. Responses
Facebook Fan Page and to help with future
YouTube allow users to planning and
share content and views product
about their experiences development

29 
Activity Brand Awareness
Mobile • Use of a Y Travel • Send to a friend,
Marketing branded mobile applet
which enables users to
link to existing content
supplied by external
suppliers. For example
weather, regional events,
traffic
Database • Use existing database to •
Marketing contact members with
targeted information
about the new service in
relation to their previous
travel experience with
YMCA
• Using partner databases
to identify matching
customers
• Use MOSAIC matching to
identify other customers
on cold lists
Database • Deduping of data,
Management
Member Conversion to Customer Retention Measurement &
Acquisition Sales & Loyalty Maximisation
• Send relevant • Goodwill messaging • Report based on
member get messages and offers with link to applet to standard mobile
member based on their create a better user send reports
• Mobile opt ins
itinery or travel experience of Y Travel
• Mobile numbers
preferences. From on database
data gathered online • External suppliers
or in person. to provide usage
reports
List rental on emails • Offer targeted offers • Targeted voucher • Sales to each
i.e. Great Aussie to database offers based on segment on the
Survey after segment i.e. member preferences database
customer profiling travellers with and purchase • Low drop at sales
children provide a behaviour point off when
discount off child • Through a clean and existing customers
minding when updated database and on the database
booking a child CRM system continue are booking
friendly holiday to provide targeted
offers to customer
base
• Recognition of
customer lifecycle
• Updating of • Tracking and • Bounce back of
unique identifier demographics maintenance of emails & returned
behaviours and mail
purchases

All of the above activity will be tested and evaluated on an ongoing basis to ensure maximum exposure for the Y Travel brand as well as increasing
ROI and sales. Although all activities will be ongoing the marketing calendar as shown in figure two gives an example of how the above will come
together over the initial 12 month period

 
Key tags to be used
on all activity

31 
Web Development

New Y Travel site (to be launched in January 2010)

• YMCA will launch a new online Travel portal, which will linked to the main YMCA site and all regional sites
• The site will incorporate a fully functioning travel booking engine allowing users to book; accommodation, experiences and dining initially with full roll out
after one year

Key Functionality
• Trip planner with ability to share with friends on social networks and send itinerary to fellow traveller or parents
• Interactive map with roll over functionality showing key points of interest and areas with high user votes
• Community generated content including; travel blogs, forum, videos, travel tips
• Membership subscription available but not essential to use the site
• Booking tracker
• Travel tools & widgets – such as currency convertor, mileage calculator
• Mobile version of the site and mobile applications
• What’s on guide by location, date and interests
• Online Gift Vouchers
• Link to taxi calculator (working out costs of taxi trips for users)
• Destination guide download to printable copy including maps and contact details of accommodation etc
• Travel Forum to discuss travel destinations with other users, ask questions of other users

Web design
• Contemporary design
• Uncluttered and clean
• Seamless experience
• Engaging, designed to evoke anticipation of travel experience
• Sketch of potential website re-design shown in Figure ten

Segmentation of products
The following is a representation of YMCA’s current customer database. This could expand through development of the product and engagement with users.
• Adventure traveller
• Family travel
• Group travel
• Leisure traveller

32 
Communication Objectives
• Create a travel portal where users can plan / book their Australian holiday with minimal hassle
• Provide a convenient tool for travellers to plan their holiday
• Drive uptake and participation in regional travel experiences, benefiting the travel industry
• Give a positive image of Australian tourism

Budget

For full breakdown of the annual budget please see appendix figure twelve

33 
CONCLUSION

To ensure success any new product launched online must engage the online community. Y Travel will source products via the online community (through their
recommendations) and continue to engage the online customer via blogs, feedback and surveys and refine the products offered.

As YMCA existing users and members have already engaged with the new service, MOSAIC matching and AdPlanner will help source similar customers.

New customers will also be sourced through engaging the online community with Facebook, Twitter and YouTube.

SEO and SEM will increase awareness of Y Travel and the products offered. Google Grants will enable Y Travel to have a presence on paid search without any
expenditure. Optimising our site in conjunction with Google Grants will maximise exposure on Google.

Utilising further online tools, such as Analytics, as well as contra from companies supporting a registered charity Y Travel will ensure the maximum ROI is
achieved.

34 
APPENDIX
FIGURE ONE

The following functionalityis proposed to be included on the Y Travel portal:

Item Detail
Content Management Develop the existing CRM system to allow non-technical people to add and update content on the site.
System Different users can be given permissions to update certain parts of the site. Administrators to be set up with permissions to the entire site.
Search Functionality User Search will be implemented on the site as follows:
1. Across the entire site, a search box will be available for keyword searches with an additional category search facility.
2. Within articles, an article search box will be available with ability to search by category and keyword.
Send to a friend and For each page, users will be able to enter in their friend’s email address, name and personalised message.
share functionality A personalised email will then be sent with a link to the page of interest.
eNewsletter Sign Up Will be able to sign up to monthly eNewsletters – integrated with the CRM to provide dynamic content
User registration There will be two types of registration for the Y Travel website.
1) General site users to register to become a “Y Member” and receive emailed updates and special offers.
2) Users who complete the registration form will be added to the member’s database in the CMS/CRM.
General members will have access to Trip Planner, Interactive Map, Booking Tracker and Forum. They will have the ability to upload content
to the travel blog and images to the photo gallery for the chance to win prizes when the competition is running. Members will have the option
for the Y Travel site to remember them (thereby not requiring repeat login) when they visit the site again if cookies are enabled.
Video Content – ‘Local Users will be able to upload promotional footage from the suppliers, including short interviews, travel show clips etc. All users will be able to
travel attractions’ view video content. Traveller will be able to post video content with ease. Members will be able to comment on videos however website
administrator would be required to monitor all posts.
Calendar / events This will show a list of upcoming events by location and category
Competition Only registered users will be able to enter competitions. Need to allow for video and photo upload.
Gallery Upload The gallery upload feature will enable logged in members to upload jpeg images of their holiday to the gallery section within a particular
category.
Members who are logged in will be able to leave comments for images.
An administrator will need to monitor images.
Booking Engine Users will be able to search for accommodation, travel packages, experiences, events, attractions, dining, transportation, travel insurance, car
hire and foreign exchange.
FAQ Module to display FAQs
Statistical Package Google Analytics with WebTrends to run reports on total number of clicks per supplier, total spent, commission etc.
Forms Majority (if not all) forms will need to be integrated with Traction.

35 
 FIGURE TWO
Calendar of Activity for NSW assuming roll out of product in January  
 
JANUARY  FEBRUARY  MARCH  APRIL 
• Launch of competition via CSA,  • SEM Valentine’s Day campaign   • SEM School Holidays/Easter campaign.   • SEM ANZAC campaign 
Online ads, Google Grants  • Online ads run with top voted video.   • eDM to those registered on the site to  • End of competition – 
campaign, SEO and social media.  • Increase registration on site people  finalise voting  announcement of winners 
who register can print off Y ? “name     
of favourite place” 
• Online poll for Valentines – Y Love?  
• eDM to existing members re  • eDM Valentine’s Day campaign  • eDM School Holidays/Easter campaign.  • eDM ANZA Campaign 
launch of competition with call  • Targeted online ads run with top  • eDMs to members to finalise their vote  • End of competition – 
to action to book  voted video.   announcement of winners 
MAY  JUNE  JULY  AUGUST 
• SEM Queen’s Birthday Campaign  • SEM School Holidays Campaign  • SEM Winter Holidays Campaign  • Launch of Community Travel 
• Online poll – Best coastal holiday  • End of financial year discount from  • Online poll – best kid friendly place  Awards through all channels 
partner travel operators 
• eDM Queen’s Birthday Campaign  • eDM School Holidays Campaign  • eDM Winter Holidays campaign  • Launch of Community Travel 
• Online poll – Best coastal holiday  • End of financial year discount from  • Online poll – best kid friendly place  Awards 
partner travel operators 
SEPTEMBER  OCTOBER  NOVEMBER  DECEMBER 
• SEM Spring Holidays  • SEM Travel to give you a thrill  • SEM Christmas/School Holidays Campaign  • SEM Christmas/School 
(Halloween) campaign  • Launch of charity Christmas e‐cards using  Holidays Campaign 
• Online poll – best activity to give you  images from persons favourite location  
a thrill 
• eDM Spring Holidays  • eDM Travel to give you a thrill  • eDM Christmas/School Holidays Campaign • eDM Christmas/School 
(Halloween) campaign  • Launch of charity Christmas e‐cards using  Holidays Campaign 
• Online poll – best activity to give you  images from users favourite location 
a thrill 

36 
FIGURE THREE

37 
FIGURE FOUR 

38 
  
FIGURE FIVE 

 
 

39 
FIGURE FIVE (CONT) 

40 
FIGURE SIX

41 
FIGURE SEVEN

42 
FIGURE EIGHT 
 

43 
FIGURE NINE

44 
FIGURE TEN
Y Travel home page wire frame

Y TRAVEL LOGO COMPETITION/PROMOTIONAL BANNER

HOME SEARCH & BOOK COMPETITION TRAVEL TIPS NEWS mY TRAVEL

NEW TO Y TRAVEL?
Sign Up
Y Travel key tagline

SIGN IN TO Y TRAVEL Heading 2 + intro to program copy

Email
Key:
Password Forgotten Password Image/Copy
Adventure Travel Family Travel
Copy
SUBMIT
Remember me

This month's Hot Offers!

Leisure Travel Group Travel

eNewsletter Sign Up

BLOG UPDATES/TOP TIPS

(Live feed)
Quick Poll

FOOTER LINKS

45 
FIGURE ELEVEN
E-newsletter wire frame
 

Follow on message from subject line, Click to View online link

COMPETITION HOT OFFERS

Key offer/update Hi <Firstname>,
Enticement to open Introduction copy

Key:
Image/Copy
Copy

TRAVEL TIPS
BLOG UPDATES/TOP TIPS HOT OFFER 1 DESINTATION OF
(Live feed) Dependent on preferences THE MONTH

NEWS
TELL US YOUR FAVOURITE
Quick Poll
OPTION 1

mY TRAVEL
OPTION 2
HOT OFFER 2 WHAT'S ON
Dependent on preferences Events/shows

FEATURED PARTNERS
YMCA News

1 2

YMCA FEDERATRION ADVERTISING PANEL

Footer

Unsubscribe link
46 
47 
48 
FIGURE THIRTEEN

49 
Assumptions Made

- YMCA’s strong member base has already been surveyed with Survey Monkey to ensure product would be successfully received and used

- Existing database of members have already been engaged

- The revenue projections are based on current industry figures (source Tourism Australia 2009).

- The in-house YMCA Marketing Team will carry out the following functions;
ƒ Writing, distributing and monitoring of media releases
ƒ Database management and maintenance
ƒ Liaison with suppliers
ƒ Set-up and attendance at Travel shows
ƒ Set-up of online kiosks in the YMCA centres will be funded by a $1 Million government grant (source October 09 YMCA Victoria website)

- The new Digital Marketing Executive will carry out the following functions
ƒ Copywriting of web content
ƒ Email design and send, SEO and SEM
ƒ Copywriting of web content
ƒ Social media campaign set-up and management
ƒ Moderate the web site

- Google Grants will cover the SEM costs

- CMS used by the main site will be integrated into the travel portal
- The site will be hosted in-house by the server used to host the main YMCA site
- Print costs will be funded by existing YMCA Federation and business partnerships
 

50