Media offer for handling online COMMUNICATION, social media and pr tasks
CLIENT: RADISSON HOTEL BUDAPEST BUDAPART
2023.12.31.
1.HOW WE WORK
Our experienced expert team has been successfully active in the field of media planning and analysis for nearly 15 years. Leveraging these results and based on communication trends, our advisory team provides strategic and tactical advice to our clients in the field of communication tools and channels, assisting in the development of an even more effective content structure and message.
In our supportive activities, we combine the most advantageous features of our classical PR experience with social media trends. We believe in the effectiveness of integrated communication channels, treating online platforms as part of a unified strategy. Therefore, we view creative media solutions not only as communication tools but also as a pillar of brand building.
2. TASKS
We propose updating the entire communication strategy of the hotel, where the rooftop bar, the restaurant and other services (beach nearby, fitness…) are integrated. In line with the preliminary discussions, the rooftop bar of Radisson Hotel Budapest will soon open its doors.
ACCORDING TO THE PLATFORM:
PR & ADVERTISING
- online and traditional media platforms
- story building
- press office
- media relations
SOCIAL MEDIA
- content and visual management of pages
- creating of a fresh concept
- comment handling (occasional crisis communication)
- planning and execution of periodic campaigns
- preparation of materials related to SM activities (graphics, video editing)
- occasional SM campaign ideas
- feed
- stories
- feed / reels
- stories / highlights
TIKTOK & YOUTUBE (optional – target audience alignment)
OTHER PROMOTIONS
- Work out of an effective advertising strategy
After to establishing the strategy and tactics, our key task is to ensure engagement. Continuity is crucial to produce fresh content on all platforms, aligning with seasonality and current trends.
TARGET: Let's introduce Budapest's newest and most intriguing hotel to the public. Let's showcase the uniqueness of Radisson Hotel Budapest BudaPart, ensure its presence, and bring it closer to the potential guest audience.
3. TACTICAL SUMMARY
We don’t employ individual media channels in isolation but rather as coordinated blends of mutually reinforcing tactical elements. Online appearances (including social media platforms) are an integral part of marketing activities. The activities, including communication on social platforms, must be consistently synchronized with other marketing and sales activities, enhancing each other’s effectiveness.
Several general principles guide us in crafting a precise strategy and selecting the most effective tactical tools:
- We establish a PR plan and explore potential promotional opportunities. We identify popular topics, possibly in the CSR domain, where we can surface.
- In the initial phase, we focus on the consistency of social media channels, filling them with quality content that reflects the professionalism and ambiance of Radisson Hotel Budapest.
- In the second phase, we concentrate on nurturing the channels, conveying value-added content, and showcasing the subtle details that make Radisson Hotel Budapest exceptional in everyday life.
To precisely formulate the strategy and tactical elements, it is essential to align with the defined target audiences for communication, as well as business and marketing goals.
Below, we present the tactical elements that we will employ. The activities outlined in the tactics can run concurrently. Each element can be implemented individually or freely combined.
4. PUBLIC RELATIONS
INFLUENCERS
The representatives of influencers nowadays produce content of such high quality that their readership and reach can compete with the largest magazine publishers based on qualitative metrics. We propose establishing collaborations with opinion leader bloggers who not only focus on gastronomy but also post relevant content in the lifestyle domain for our target audience. This way, we can reach a much broader audience and stand out more prominently on specific platforms.
- Bernáth József Known from the first series of „A Konyhafőnök” (The Kitchen Chief), József Bernáth, a serious chef, is now widely recognized for his fantastic culinary skills and, surprisingly, his amiable personality. Among the continuously shared content on his page, you can often find homemade desserts alongside fine dining ideas. József is not only a favorite among moms but also adored by the younger generation. https://www.facebook.com/bernathjozsefkonyhafonok
- Szilágyi Sylvi consciously builds the image of a young housewife as a mom. She has several iconic recipes circulating on the internet, cooking and baking content with her daughter is frequent on her page. She has a substantial following with access to a broader audience that might not reach through traditional channels, she is a proud resident of the XI. discrict so she often shares her favourite spots from this specific area.
https://www.instagram.com/sylviszilagyi/
- Sydney Van Den Bosch is an influencer whose vibrant personality shines through her lifestyle and fashion content. With an eye for style she effortlessly blends the latest trends with practical insights, inspiring her followers to elevate their everyday lives.
She likes to showcase hotels and accommodations to her followers. She creates comprehensive reviews in reel format, but an organic approach involves simply tagging the hotel as a photo location, inspiring others to visit.
https://www.instagram.com/sydneyvandenbosch/
The hotel can provide a location for influencers who create truly creative and high-quality content for production.
The influencers mentioned above were presented as examples for potential collaboration. However, after crafting the strategy, a precise selection process will be carried out to determine the specific partners for collaboration.
As part of the initial communication, we can invite influencers or influencer couples to showcase various aspects of the hotel: a romantic date location, a petfriendy accomodation, restaurant, atmosphere, design aesthetics etc. Certainly, depending on the goal, influencers from different sectors can be deployed to introduce different ascpects of the Radisson Hotel Budapart.
5. Social media management
FRESH START
The effective communication’s most important foundation is the presence of clear, simple, and consistent messages. To achieve this, we define the unique advantages associated with Radisson Hotel Budapest and the key messages. We build a story that permeates our channels and appears to our followers and readers with a unified identity.
The identity is similarly an essential segment. We propose developing a social media branding guide that aids in ensuring a consistent (not monotonous :D) appearance across all platforms. The branding guide facilitates long-term social media management and supports effective planning.
5.1. WHY IS A SOCIAL MEDIA BRANDING GUIDE NECESSARY?
It is important that visual materials appear consistently, and unfortunately, adjusting the lighting of photos and videos alone is not sufficient. We can ensure a more professional appearance on every platform by predefining the appearance of texts, the use of emojis and GIFs, the presentation of images, and establishing rules for the use of stock materials.
ENGAGEMENT
When managing the channels, we undertake to actively and regularly log into the platforms, listen to incoming opinions, and respond to any questions that may arise. We handle incoming messages within 24 hours, whether they are private messages, public posts, or comments. Of course, we coordinate with the contact person in responding.
5.2. INSTAGRAM
To ensure a cohesive and visually appealing Instagram feed, we recommend choosing a easily manageable design that doesn’t restrict flexibility when displaying diverse-themed images side by side. Consistent lighting is not enough; we need to develop a layout that guides and simplifies everyday life in the long run.
In March 2023, the number of Hungarian Instagram users is close to 3 million. There’s no data available on what percentage of them are bots, meaning non-authentic users, but globally, the norm is around 10%.
According to Pew Research, 63% of Instagram users use or open the app at least once daily, making it the second most popular social platform, trailing only behind Facebook.
A study by mention.com indicates that posts with hashtags don’t necessarily receive more engagement than those without, and in fact, using too many hashtags can negatively impact reach and engagement metrics.
Reels is a video created with the Instagram toolkit, appearing both in the square feed and on a separate surface. It dictates various editing trends and captures the attention of content creators.
Reels allows users to create and share videos that are up to 60 seconds long, often set to music or other audio clips. Users can use various creative tools and effects, such as augmented reality features, to enhance their Reels videos.
Reels videos are distinct from regular Instagram posts and stories, and they have a dedicated space within the Instagram app for easy discovery. This feature is designed to encourage users to express their creativity, share entertaining content, and engage with a broader audience. Reels has become popular for its dynamic and engaging nature, often used for challenges, trends, and showcasing creative talents.
On our Instagram channel, in addition to our „evergreen” content, we can engage with our existing and potential followers through the Stories feature by posting 24-hour snapshots. While we group the more important and higher-quality posts in the main gallery, Instagram Stories allow us to share more spontaneous pictures, videos, boomerangs, enhanced with various stickers, gifs, and effects. Essentially, we can casually share a narrative of an entire day with our followers, and this form of storytelling has the potential to bring a brand even closer to people. This feature is also available on Facebook and can be synchronized.
5.3. FACEBOOK
The number of Facebook users in Hungary is not growing as rapidly as in the early days, but there is still an observable growth trend. This is because the platform is not preferred by teenagers, but they still register.
User habits are constantly changing, with users now focusing more on a close circle of acquaintances and using Messenger. Users have been seeking content related to their interests in groups rather than on pages for a while now, and groups have clearly diverted attention from pages, with the algorithm favoring content in groups.
Furthermore, Facebook does not support content creators and promoters. Overall, there is a trend of a decrease in the average quality time spent on the platform, resulting in the platform being able to show fewer posts to users.
However, the necessary presence on Facebook cannot be discarded, but it should be maintained strategically, as we suggest during management.
5.4. TikTok
„The characteristic of youth culture is often an inclination toward outsider status. They choose places where the adult gaze does not reach. What is considered outside the adult purview can vary across different age groups.”
Guld Ádám, media researcher
According to data published in ByteDance’s advertising sources, TikTok had 2.64 million users over the age of 18 in Hungary at the beginning of 2023. The data also indicates that TikTok ads reached 31.3% of adults over 18 in Hungary. The potential advertising reach on TikTok in Hungary increased by 478,000 (+22.1%) between early 2022 and early 2023. Therefore, the market on the platform is not yet saturated.
TOPICS
VOICE OF THE RADISSON HOTEL BUDAPEST BUDAPART IN THE SOCIAL MEDIA: just as the hospitality industry finds a unique way to connect with and guide guests, we must find our voice on social media. This uniqueness needs to be conveyed not only in text but also visually. It’s crucial not to merely think in terms of beautiful images but to create elements tailored to each platform. On TikTok, for instance, documentary-style content often isn’t suitable; instead, we need transition videos and responses to trend challenges, all delivered in our own voice.
The management of the pages occurs concurrently, maintaining continuous harmony in themes, but the content varies and intersects periodically.
On our platforms, the spotlight will be on leisure, tourism, gastronomy, well-beeing and hospitality.
- Environment – Conveying impressions
- Hospitality – Gestures, processes, textures
- Ingredients, procurement, processing, kitchen precision processes, presentation, serving, tasting
- Fitness and beach nearby – periodically featured theme
- Pet-friendly space
- Committed to good causes
- Highlighting our health-conscious approach.
IDEA - RELATED TO THE ROOFTOP BAR OR THE RESTAURANT
Artists taste and express in their own language what the food is like; these can be words, but they can also be a dance, a piece of music, or a painting—any form of expression. During the campaign, we will need individuals who truly feel the essence of food.
ANOTHER IDEA
We communicate the procurement of materials, food preparation, and the uniqueness of the location by aligning with a specific trend. We create content that captures the ambiance of travel videos. These are viral best practices mentioned earlier, with a high likelihood of making it to the „For You” feed on TikTok. Adapting the idea is an integral part of the hotel, emphasizing creativity rather than imitation.
FREQUENCY AND TYPES OF THE CONTENT
VIDEO & MOVIE PRODUCTION
6. PROMOTION
6.1. SOCIAL MEDIA engagement promo
Facebook and Instagram provide such low organic reach to pages that it is necessary to allocate a separate advertising budget specifically for this purpose, ensuring that our posts can truly reach our followers. Nevertheless, even with this, significantly fewer promotional posts appear in the news feeds. The key here is adaptation, creating diverse types of content, and utilizing combinations to help algorithms provide adequate reach to our channels along with the spending. Among the various advertising campaign goal options, we recommend promoting our content as follows:
Post Promotions:
- Increase the reach of individual posts, allowing our message to reach numerous followers. As a „byproduct,” we can generate higher engagement metrics (comments, likes, shares) or click-throughs.
Page Promotion (Facebook):
Increase the follower base of the page, gaining more likes. This way, we continuously reach a widening audience with our posts.
6.2. PPC CAMPAIGN
PPC is the abbreviation for „pay per click,” used for advertisements where you pay for each click. It’s essentially an auction system, examples of which include Google Ads, Facebook Ads, LinkedIn Ads, Twitter Ads, etc. In Google’s advertising system, the formula is simple: you get charged each time someone clicks on your ad. In the case of social media, the picture is more nuanced, and the PPC strategy may not always be the most effective method for campaign goals.
Clicking on our PPC ad immediately takes visitors to the advertised website or landing page, where they can get more detailed information about our product or current offer.
PPC generates clicks, and this is a key metric for its effectiveness. Therefore, it is recommended to run a PPC campaign for those whose conversion is tied to clicks.
In the case of Google Ads, this is easily identifiable for us because we want the bistro’s website and name to appear first in the search results for the keyword „COOL/HEALTHY/ROOFTOP/BUDA HOTEL BUDAPEST.” We want interested parties to initiate phone calls, get directions, or click through to the website. In the context of social media, the goal is not to generate these types of clicks but rather to reach as wide of a quality audience as possible (clarify: current followers, district residents, etc.). Therefore, we recommend running PPC on the Google Search Network.
7. ANALYSIS
7.1. MONTHLY REPORTS
We provide customized reports on the results of our activities, each tailored to the specific undertaking. Unique project numbers are assigned to campaigns, and we report on ongoing activities on a monthly basis. We recommend monitoring trends to gain a better understanding of the results during continuous collaboration. Monthly reports are planned to be compiled in a simple format with graphical and textual elements. At the end of the year, we find it beneficial to create a summary report.
7.2. MONITORING TRENDS
For every company and product, the target audience is unique, so the approach, methods, and content to reach that audience are naturally different. Identifying best practices from international platforms doesn’t mean copying the content, but it allows us to learn and draw inspiration. During trend analysis, we provide insights into the most exciting channel activities and changes in social media quarterly.
8. MENU
TASKS | PRICES (net) | PERIOD |
|---|---|---|
SOCIAL MEDIA STRATEGY WORKSHOP • Strategy development, alignment of visual identity guidelines • Defining messages • Creating map of the topics | 200 000 HUF | /project |
SOCIAL MEDIA BRAND IMAGE & VISUAL IDENTITY • Instagram feed és reels interfaces • Highlight covers • Stories layout • Tiktok feed – optional A guide will not be prepared, but as part of the strategy, we will define the appearance based on templates. | 200 000 HUF | /project |
SOCIAL MEDIA MANAGEMENT (Facebook&Instagram) • Content creation (text, image, video) in a social media-compatible format once a month • Content management: Continuous posting based on a pre-approved content plan, including fresh updates – copywriting, scheduling, posting • Seasonal updating of profile and cover photos • Continuous monitoring of comments, addressing arising questions • Responding to private messages • Moderation | 450 000 HUF | /month |
SOCIAL MEDIA MANAGEMENT (Add TikTok) • Content creation (text, image, video) in a social media-compatible format once a month • Content management: Continuous posting based on a pre-approved content plan, including fresh updates – copywriting, scheduling, posting • Seasonal updating of profile and cover photos • Continuous monitoring of comments, addressing arising questions • Responding to private messages • Moderation | 100 000 HUF | /month |
SOCIAL MEDIA PROMOTION – FB&IG • Advertising direct costs • Compilation of advertising portfolio • Continuous optimization | 200 000 HUF | /month |
PPC CAMPAIGN GOOGLE ADS SEARCH NETWORK • Setting up the advertising account • Campaign construction (keywords, ad copy, extensions, highlights) • Optimization • Reporting | 150 000 HUF camp. construction 30 000 HUF optimalization sug. min. direct cost 1500 HUF | /project /month /day |
MONTHLY REPORTING • TikTok • Promotions • Seasonal campaigns | 50 000 HUF | /month |
TRENDMONITORING | 50 000 HUF | /quater |
MOVIE CONTENT CREATION for an individual campaign, complemented by a tool and expert arsenal. | From 500 000 HUF according to custom offer. | |
PR APPEARANCES • Compilation of press materials and press office • Media or PR buying | 250 000 HUF Coordination of media purchases in addition to the planned direct expenses with a 20% coordination fee. | |
INFLUENCER COOPERATIONS • Full coordination (offers, content, quality, reporting) | From 100 000 HUF according to the volume of the collaboration. |
If the tactical framework is accepted, we will work out the details of each element with a precise schedule. The proposal includes agency fees. The offer is valid until February 15, 2024.
9. References
WedVibes EDITORIAL- COMO
Creating social media werk
In November 2023, a magical wedding style shoot was conducted at the oldest family-owned hotel of Bellagio for the Australian WedVibes magazine. Our task was to create social media documentation for the filming day, including behind-the-scenes footage, werk materials, and a set shoot documentation in both photographic and video formats, with cuts tailored to platform-specific trends.
SUMMER MEMORIES
Influencer cooperations
If it’s a premium sanitary product, then only Hansgrohe. During the launch campaign of the new PowderRain hand shower, we thought of invoking the fondest summer water memories for some dedicated opinion leaders during the winter.
We gifted each popular influencer a PowderRain hand shower, personalized with a special message and a custom-made painting. The watercolor painting depicted a summer experience related to water for each recipient.
Along with sending the gift, we encouraged them to try out the hand shower and share their experiences on their own channels.
TÖRLEY AROUND THE WORLD
If you only watch one video today...
In 2018, knowing the exciting destinations of the Pinewood team, we provided them with Törley sparkling wines. With this campaign, we concluded the year 2018, and their journeys continued to appear seasonally in 2019. Thus, for nearly a year, they enriched Törley sparkling wine with beautiful video and visual content.
It was an exciting challenge to solve logistics, continuously support Enikő and Levi, encourage them to be brave, showcase all their experiences and thoughts, and share a little piece of it with everyone.
ASZÚ IMAGE
Rebranding the liquid gold
+52 EVENT&GASTRO HALL
TASKS:
- project management
- event planning
- social media management
REHERSAL DINNER
To fill our wedding calendar we chose an exciting event formula. We invited top service providers in the wedding sector with incredible followings on both Instagram and Facebook to help showcase the +52 venue at its best. We adorned the venue in full splendor, giving the team creative freedom to dress it according to the latest trends.
We promoted an open event on Facebook, linked to advance ticket sales, where we showcased our entire wedding menu, featuring exquisite grill and BBQ dishes instead of the classic wedding banquet offerings. This allowed us to welcome couples seeking a unique venue and non-traditional wedding menu, as well as those who simply wanted to enjoy a wedding-inspired menu without the wedding itself. The event operated at full capacity, and we received numerous orders.
The album now serves as an excellent reference for both the food and possible decor options.
PR referenceS
OUR FAVOURITE PROJECTS
WHITE STAR PROPERTIES
24.hu – Megkezdődtek a munkálatok a Park22 üzleti park területén
Octogon.hu – Park22 néven új üzleti park épül a Campona mellett
NationalGeographic online – Zöld irodaház Budapesten
Kreativ.hu – Új irodába költözik a Johnson & Johnson
Hvg.hu – Milliárdos beruházás Budapest nyugati kapujában
OUR CSR ACTIVITIES
HUNGARIAN GALGO TEAM & GREYHOUND RESCUE FOUNDATION
Éva Magazin – Karácsonyi aukció a tappancsosokért
Szeretlekmagyarorszag.hu – Halálra ítélt spanyol agarakat ment egy magyar csapat
Kutyabarat.hu – A halálra ítélt spanyol agarak élete hazánkban
Blikk.hu – Magyar segítséggel menekülnek meg
AWARD
#wowfaktor #flow #appreciation
The second volume of „Branding and Identity” introduces twelve well-known, historically significant, and currently successful Hungarian brands. Among them, our client Törley is featured alongside brands such as Gerbeaud, Gundel, Helia-D, and Unicum.
The book seeks to answer the question of how a brand can remain successful across generations. The presented Hungarian brands are defined as exemplary, recommended or required reading at several higher education institutions.
We take pride in the fact that all highlighted visual elements are the result of our work, typically featured on the company’s social media platforms.