NMDL digital strategy for Lufthansa

1. Lufthansa Digital Strategy
Raimee Iacofano

2. Target Audience
Traveling Businessmen
Age 30-55
Travels internationally/coast to coast
Frequently traveling for work purposes
Comfort is important (business class)
Traveling Couple
Age 20-70
Young couples and retired couples
Looking for a travel deal
Like Lufthansa for safe record and travel

3. Tools & Tactics
Search Engine
Marketing
Create search and
display ads
targeting specific
non-branded
Keywords
cheap flights europe
volume: 9,900
cheap flights germany
volume: 540
Social Media
Marketing
More active on
YouTube
Continue interacting
with consumers
through social media
Post engaging content
Inbound & Content
Marketing
Attract: Create
Lufthansa Blog
Convert: CTA’s
Close: CRM, E-mails
Delight: Social
monitoring, smart
content, surveys

4. Online/SEM Ad Examples

5. Social Media Marketing
Continue engaging with
consumers through all
platforms
Post smart and interesting
content including blog
posts
Promote contests through
social platforms
Be more active on YouTube
with video content
Strategy

6. ● E-mail newsletter blasts
○ Send e-mails on holidays, to
promote sales, and to close deals
● Content offers
○ Frequent flyer (current)
○ More travel related giveaways and
sweepstakes
■ Allows for more newsletter
sign-ups
● Lufthansa Blog link to website and mobile
app
Inbound & Content Marketing

7. “Nonstop You” Blog
Write content with keywords in mind to
benefit SEO
Generate interesting and compelling
content for target audience through
Guest bloggers
Potential blog posts
“Lufthansa’s 10 Best Budget Vacations
for 2016”
“How Travel Makes You Stand Out in
the Workplace”

8. KPI Metrics
Main Goal: Increase Conversions
Use Google Analytics to measure conversion rate
changes after each month of digital marketing
Goal: Increase in conversions through site
and/or mobile app
Measure CTR (click-through-rate) of certain online
ads, blog posts, other content
See what works best to continue to drive traffic
and conversions
Measure response in posting content on social media
Blog posts performance
%Conversions
before digital
efforts
%Conversions
after 6 months
digital efforts
%Conversions
after 1 year of
digital efforts

9. Mobile App
Create Awareness
Online
Create ‘download app’
CTA when users log
on to mobile website
On flight
Make flyers aware of
app with incentive

10. Budget
1 year digital strategy
Keyword Research
Approx: 20hrs @ $115/hr
One time fee total:
$14,750
Content Creation
Approx: 50hrs @ $115/hr
Onsite SEO
Approx: 40hrs @ $115/hr
Paid Media Development
Approx: 40hrs @ $105/hr
Offsite SEO
Approx: 40hrs @ $115/hr
monthly
Monthly Totals:
$8,050
Paid Media Management
Monthly fee