In 2014, Sheraton was well into redesigning its brand identity scheduled to launch in the summer of 2015. In the interim, Sheraton asked CreativeFeed to develop a “bridge strategy” to help its team of agencies stay aligned on growing market-share and to identify & seize strategic opportunities ahead of the re-launch.
One of those opportunities was around non-professional meeting planners, a high volume, high-touch and high-value customer group. The challenge for CreativeFeed was how to more easily prioritize requests by non-professional meeting planners for information about local Sheraton properties. The goal was to help potential customers find answers to their preliminary questions online -- and in the process, pre-qualify their engagement with Sheraton’s local sales teams across the country.
Our solution was to research and design for Sheraton an online tool and resource (a “hub”) for small meeting and non-professional event planners, to provide them useful digital tools and content that would be both helpful to meeting planners and a pre-qualification filter for the Sheraton sales teams.
Our approach began with polling non-pro meeting planners, identifing top search terms and interviewing Sheraton’s sales staff. From our research, we developed a toolbox of content, including graphics, copy & topics (for SEO). We designed a self-help configurator and online hub for users to navigate to the content that interested them most. User Experience and visual design of the hub, along with design and coding of rich media banners, completed the project.
Overall, Simplifyyourmeetings.com was nearly a year in the making, coincided with the new brand identity, and launched in December 2015.