VAI Resort: Graduate Capstone
Project Scope:
•Develop digital marketing strategy for VAI Resort's 2025 launch
•Target: Gen Z, Gen Alpha, and young millennial consumers
•Geographic Focus: Southwest US
•Budget Range: $7M-$10M annual marketing spend
Business Context:
•First-of-its-kind entertainment resort in Arizona
•60-acre property with 1,100 luxury rooms
•World's first Mattel Adventure Park™
•Multiple entertainment venues and dining options
Project Goals:
•Drive awareness and bookings for resort launch
•Establish premium market position
•Capture younger demographic market share
•Maximize ROI on marketing investment
Market Analysis:
•Metro Phoenix leads Arizona with 77.1% occupancy
•Premium ADR potential ($220+) despite -6.4% rate pressure
•Growing supply (+1.1%) indicates market confidence
Consumer Insights:
•Target audience prioritizes:
•Shareable experiences
•Group entertainment options
•Premium quality
•Mobile-first booking
Competitive Advantage:
•Unique entertainment integration
•Multiple demand drivers
•New product premium
•Experience differentiation
Challenges:
•Market rate pressure in Phoenix
•Growing competitive set
•Need for brand establishment
•Price sensitivity in target demographic
Client Year
VAI Resort 2024
Core Recommendations: Strategic Priorities
1. Digital Marketing
• 25% to paid search ($2.1M annually)
• Focus on mobile-first campaigns
• Entertainment and experience-focused content
•Strong social media presence
2. Positioning
• Premium experience provider
• Entertainment destination leader
• Group/social experience facilitator
• Tech-forward amenities
3. Implementation
•Phase 1: Brand awareness (6 months pre-opening)
•Phase 2: Launch campaign (opening period)
•Phase 3: Growth optimization (post-opening)
Success Metrics:
•RevPAR premium to market
•Social media engagement
•Direct booking ratio
•Brand awareness scores
Phase 1: Market Research & Analysis (2-3 weeks)
1.1 Target Audience Analysis
Conduct demographic research on Gen Z (1997-2012), Gen Alpha (2013-present), and young millennials (1990-1996)
Research methodologies:
· Online surveys
· Social media listening
· Focus groups
· Secondary research from reliable sources (e.g., Pew Research, GlobalWebIndex)
Key areas to investigate:
· Travel preferences and behaviors
· Entertainment spending patterns
· Social media usage and platform preferences
· Decision-making processes for leisure activities
· Brand affinity and loyalty factors
1.2 Competitive Analysis
Identify direct competitors (luxury resorts in Southwest US)
Analyze competitors':
· Digital marketing strategies
· SEO performance
· Social media presence
· Content strategy
· Keyword rankings
Use tools:
· Google Trends
· Google Keyword Planner
· AnswerThePublic
Implementation Strategy
Phase 2: Digital Marketing Strategy Development (2-3 weeks)
2.1 SEO Strategy
Conduct keyword research focusing on:
· Resort-specific terms
· Entertainment and experience-related keywords
· Location-based searches
· Gen Z/Alpha-specific language and trends
Develop recommendations for:
· On-page SEO optimization
· Content strategy
· Technical SEO improvements
· Link-building opportunities
2.2 Budget Analysis
Estimate marketing investment needs:
· PPC campaign costs
· Social media advertising
· Content creation and management
· Influencer partnerships
Create ROI projections based on:
· Industry benchmarks
· Competitive analysis
· Market size estimation
· Conversion rate assumptions
Phase 3: Target Audience Insights Analysis (2-3 weeks)
3.1 Decision-Making Analysis
Research and analyze:
· Booking timeline patterns
· Group vs. individual decision-making
· Influence of social media on choices
· Price sensitivity
· Experience prioritization
3.2 Experience Mapping
Create detailed analysis of:
· Most appealing resort features for target demographic
· Entertainment preferences
· Alignment with VAI offerings
· Potential experience gaps
· Unique value propositions
Phase 4: Recommendations & Implementation Plan (2-3 weeks)
4.1 Marketing Strategy Recommendations
Develop comprehensive recommendations for:
· Digital marketing channels
· Content strategy
· Social media approach
· Influencer partnerships
· Traditional marketing integration
4.2 Implementation Timeline
Create phased implementation plan:
· Pre-launch activities
· Launch phase
· Post-launch optimization
· Long-term sustainability
4.3 Budget Allocation
Detailed budget recommendations:
· Channel-specific allocations
· Timeline-based spending
· ROI expectations
· Performance metrics
Phase 5: Final Report & Presentation (1-2 weeks)
5.1 Report Components
· Executive Summary
· Methodology
· Research Findings
· Strategic Recommendations
· Implementation Plan
· Budget Projections
· Expected Outcomes
· Risk Analysis
· Success Metrics
5.2 Presentation Development
· Create compelling presentation including:
· Key insights
· Visual data representation
· Strategic recommendations
· Implementation roadmap
· Q&A preparation
Data Collection Tools & Resources
Primary Research:
· Survey platforms (Qualtrics, SurveyMonkey)
· Focus group facilitation tools
· Social media monitoring tools
Secondary Research:
· Industry reports (Deloitte, McKinsey)
· Market research databases
· Academic journals
· SEO tools (SEMrush, Ahrefs)
· Social media analytics
Success Metrics
Define KPIs for:
· Website traffic
· Conversion rates
· Engagement metrics
· Brand awareness
· ROI projections
· Market share goals
Key Points About VAI Resort Project:
• Created a $7M-$10M marketing strategy for a first-of-its-kind 60-acre luxury entertainment resort launching in Phoenix in 2025
• Analyzed Arizona tourism market data showing 77.1% occupancy rate to establish premium positioning and $220+ ADR strategy
• Created digital marketing framework targeting Gen Z/Millennials with $2.1M for paid search, optimizing for mobile-first engagement
• Developed channel strategy across social media, SEO, and content marketing to promote unique offerings including Mattel Adventure Park™
• Used data analytics to allocate budget across 6 marketing channels and establish ROI tracking metrics for pre-launch through growth phases