Digital marketing and AI for Flatmate.com.au: A marketing plan for shared accommodation

Digital marketing and AI

Student's name:

Student’s ID:

Date:

Executive Summary

As prepared for this integration of marketing plan for Flatmate.com.au, which is an online portal rolled out by RealEstate.com.au to provide the resistant middle order of shared accommodation necessities of Australian society, especially among international students and working youth professionals. The report progressed based on situation analysis in Assignment 1, which discussed broad macro-environmental factors, competitor dynamics, and customer profiles of the Australian shared accommodation market. It is only the home economic environment in the form of rising property prices and trends of urbanisation that causes demand for shared living spaces. Technological advancement in the form of AI-powered matching and virtual reality tours offer various opportunities for the company to enhance their offerings; there are corresponding legal and political domain challenges that need careful navigation.

This marketing plan highlights major competitors such as Facebook Marketplace and Gumtree, while it states that Flatmate.com.au is strategically built around trust, security, and convenience. The targeted market will predominantly consist of international students and young professionals who are looking for affordable, flexible housing solutions in urban regions. Advancements in the design of the website, mobile optimisation, and content personalisation: The plan is meant to strengthen its digital presence through the enhancement of the website design, mobile optimisation, and content personalisation. In addition, AI-activated tools, such as expense management systems, conflict resolution chatbots, and personalised home management, will be introduced to be responsive to user experience. In terms of digital challenges, the plan resonates with a seamless interface of the website, robust mobile optimisation, and data privacy measures sufficiently stringent to support the development of trust and, hence, customer retention.

Brand Positioning and Value Proposition

Flatmate.com.au will aim to be famous for three core values: trust, convenience, and personalisation. These elements will be at the centre of its brand positioning as a safe and user-friendly platform for sharing accommodation targeting international students and young professionals in urban areas (Kotsi & Pike, 2021).

• Trust: Flatmate.com.au will work towards bringing in a reputation of safety and transparency for both the tenants and the landlords by enforcing strong verification processes on the respective parties. This would include secure communication channels, user reviews, and background checks, thus providing peace of mind for its users.

• Ease: The website and its usage will be known for ease and convenience, with user-friendly search functionalities, including advanced filtering options, and browsing of the properties. Also, the website will be optimised to work on mobiles so that one can browse them anywhere, anytime.

• Personalisation: With AI technology, Flatmate.com.au will offer recommendations of roommates and apartments according to the user's preference and lifestyle- a perfect blend for improvement in experience.

These will be strengthened with consistent user satisfaction, favourable reviews, and a seamless digital experience. The positioning map puts Flatmate.com.au in the quadrant of high trust-high convenience but differentiates it from all the closest competitors in the space like Facebook Marketplace and Gumtree, which do not possess a dedicated focus on safety and personalisation (Yulistiana et al., 2021).

Persona and Their Journey Along the Marketing Funnel

Persona:
Name: Sarah

Age: 25

Occupation: International Student

Location: Sydney

Goals: Finding affordable, safe, and convenient shared accommodation near her university.
Challenges: Limited time, unfamiliar with local areas, and concerns about the trustworthiness of landlords and roommates.

Marketing Funnel Journey:

1. Awareness:

• Sarah discovered Flatmate.com.au through targeted Google ads and social media campaigns focusing on shared living options tailored for students. Engaging content showcases the success stories of previous users.

2. Consideration:

• After visiting the website, Sarah explores listings, reads testimonials, and views virtual tours. She compares different accommodation options based on price, location, and safety features.

3. Decision:

• Sarah narrows her choices and engages in direct communication with potential flatmates through the platform's messaging feature. She schedules virtual meetings to assess compatibility.

4. Action:

• After evaluating her options, Sarah secures a lease agreement with her chosen flatmate, facilitated by the platform’s easy-to-use contract system.

5. Post-Purchase:

• Following her successful experience, Sarah shares her positive journey on social media and recommends Flatmate.com.au to fellow students, enhancing the brand’s reputation through word-of-mouth referrals (Lin et al., 2021).

Campaign Objectives for the Persona

Persona: Sarah (25, International Student)

Campaign Objectives:

1. Increase Brand Awareness: Achieve a 30% increase in brand visibility among international students in Sydney over the next six months by leveraging targeted display ads and social media marketing.

2. Engagement: Boost user engagement on the website by 25% through interactive content, such as virtual tours and flatmate compatibility quizzes, within three months.

3. Lead Generation: Generate 500 new leads (potential users signing up for newsletters or property alerts) in the next quarter through targeted email marketing and web campaigns (Febriyantoro, 2020).

Display Ad Example

Concept: An engaging, visually appealing display ad targeting international students.

Example:

• Image: A vibrant image of a happy group of students in a shared apartment.

• Text: “Find Your Perfect Flatmate in Sydney! Affordable & Safe Living Options for Students. Sign Up Now!”

• Call-to-Action (CTA): “Join Today!”

Webpage Information

Information Structure:

1. Header: Logo, navigation menu (Home, About, Listings, Testimonials, Blog, Contact)

2. Hero Section: Engaging headline and subheading with a CTA button (e.g., “Find Your Flatmate Today”).

3. Listings Section: Featured properties with filters for price, location, and amenities.

4. Testimonials: User success stories with photos and quotes.

5. Resources: Blog articles about tips for sharing accommodation, safety advice, and living in Sydney.

6. Footer: Contact information, social media links, and subscription options.

Landing Page Example

Concept: A dedicated landing page for student accommodation.

Example:

• Header: “Affordable Shared Living for Students”

• Subheading: “Connect with Flatmates and Secure Your Space!”

• Form: Email sign-up for property alerts.

• Visuals: Images of apartments and happy residents.

• CTA: “Get Started Now!”

Relevant Keywords for SEO and PPC

• Shared accommodation in Sydney

• Student housing in Sydney

• Find flatmates in Sydney

• Affordable student housing

• Roommate finder Sydney

Email Marketing Content

Type of Information:

1. New property listings and promotions.

2. Tips for international students on finding accommodation.

3. Success stories from current users.

4. Safety and living advice in Sydney.

Format and Key Features:

• Format: Responsive design for mobile and desktop.

• Key Features:

• Personalised greeting (e.g., “Hi Sarah!”).

• Engaging subject lines (e.g., “Your Perfect Flatmate Awaits!”).

• Clear CTAs (e.g., “Explore Listings”).

• Images and links to new listings (Olson et al., 2021).

Digital Content Mock-Ups

Social Media Post:

• Visual: An infographic on tips for finding a flatmate.

• Caption: “Looking for a flatmate? Check out these tips to make your search easier!”

Email Newsletter Mock-Up:

• Subject: “New Listings Just for You!”

• Content: Featured properties, testimonials, and a CTA to visit the website.

Marketing Automation Workflow:

• Trigger: The user signs up for the newsletter.

• Email 1: Welcome email with tips and resources.

• Email 2: Follow-up with new listings and a testimonial.

• Email 3: Reminder email about the platform and encourage users to complete their profiles.

Implementation Timeline

Activity	Responsibility	Timeline
Market Research	Marketing Team	Month 1
Brand Development	Marketing Team	Month 1
Website Development	Outsourced Agency	Months 1-2
Content Creation	In-house Content Team	Months 2-3
Digital Marketing Launch	Marketing Team	Month 4
Email Campaign	Marketing Team	Months 4-6
Social Media Promotions	Marketing Team	Months 4-6
Performance Analysis	Marketing Team	Month 6

Budget

The marketing campaign for the shared accommodation platform is structured around a budget of £50,000.

Expense Category	Allocation (£)
Market Research	5,000
Website Development	15,000
Content Creation	10,000
Digital Marketing	15,000
Email Marketing	5,000
Social Media Promotions	3,000
Performance Analysis Tools	2,000

Monitoring and Evaluation

Google Analytics will be used for monitoring website traffic, user behaviour, and conversion rate measurement from which it will even become easier to collect insights into the performance of our digital strategies. Facebook Insights, Instagram Insights, and LinkedIn Analytics will all be used in tracking engagement rates, audience growth, and campaign performance for social media (Al Adwan et al., 2023).

2^nd month: The statistical data about website traffic and engagement shall help us to have an idea of what kind of interest our platform may have created in the minds of the users. The KPIs may be page views, the bounce rate, and the number of enquiries generated.

4^th Month: At this stage, we will be measuring conversions and social media engagement. The evaluation at this stage would be on lead generation, customer sign-up, and generally on social media.

6^th month: This is the final evaluation, a comparison of the total performance of the campaign against set goals. In this case, we consider the number of leads that have been generated, the conversion rate, and brand awareness (Petter, 2021).

Now, if at a point where a set of objectives is not met, we respond to this through the calibration of strategies. This may occur by rearranging resources into more efficient channels, restating our messaging, or strengthening promotional approaches that will enable us to meet campaign goals appropriately. Such continuous monitoring will allow for being agile and responsive to market dynamics to optimise our approach for maximum effect (Katare, 2022).

References

Al Adwan, A., Kokash, H., Al Adwan, R., & Khattak, A. (2023). Data analytics in digital marketing for tracking the effectiveness of campaigns and inform strategy. International Journal of data and network science.

Febriyantoro, M. T. (2020). Exploring YouTube Marketing Communication: Brand awareness, brand image and purchase intention in the millennial generation. Cogent Business & Management, 7(1), 1787733.

Katare, S. (2022). Agile marketing as a key driver to increasing operational efficiencies and speed to market. International Journal of Business Administration, 13(2), 92-101.

Kotsi, F., & Pike, S. (2021). Destination brand positioning theme development based on consumers’ personal values. Journal of Hospitality & Tourism Research, 45(3), 573-587.

Lin, Y. T., Chang, C. Y., Cheng, S. Y., & Lin, M. Y. (2022). Mathematical formulation of the purchase funnel by using knowledge space theory.

Olson, E. M., Olson, K. M., Czaplewski, A. J., & Key, T. M. (2021). Business strategy and the management of digital marketing. Business horizons, 64(2), 285-293.

Petter, R. (2021). Web Analytics: Increasing commercial value through digital channels.

Yulistiana, I., Dewi, R. V., Mas' adi, M., Sunarsi, D., & Erlangga, H. (2021). Did brand perceived quality, image product and place convenience influence customer loyalty through unique value proposition?. The journal of contemporary issues in business and government, 27(1), 2845-2867.

Persona and Their Journey Along the Marketing Funnel

Persona: University Students Seeking Shared Accommodation

Demographics: Ages 18-24, primarily students, tech-savvy, budget-conscious.

Goals: Find affordable, convenient, and community-oriented living arrangements.

Challenges: Information overload, fear of scams, and uncertainty about the quality of accommodations.

Marketing Funnel Journey:

1. Awareness: Students discover the accommodation platform through social media ads and campus flyers.

2. Interest: They explore the website for listings, read blogs about shared living benefits, and check reviews.

3. Consideration: They compare different listings, contact landlords, and engage in Q&A sessions on social media.

4. Action: They complete the application process and secure a lease for a shared apartment.

Campaign Objectives for the Persona/s

1. Macro Conversion: Increase completed lease applications by 25% over six months.

2. Micro Conversion: Boost website sign-ups for newsletter updates by 40% in three months.

Performance Metrics:

• Website traffic (Google Analytics)

• Number of lease applications

• Newsletter sign-up rates

• Engagement rates on social media posts

Content Creation

Brand Proposition: Affordable, reliable, and community-driven shared accommodation.

Content Themes and Angles:

1. Theme 1: The Benefits of Shared Living

• Angle 1: Cost Savings; Highlight financial benefits of shared accommodation.

• Angle 2: Building Community; Showcase stories of friendships formed in shared spaces.

• Angle 3: Convenience; Discuss the ease of finding roommates and locations.

2. Theme 2: Safety and Security

• Angle 1: How to Spot Scams; Provide tips for identifying fraudulent listings.

• Angle 2: Verified Listings; Emphasise the importance of verification and safety measures.

• Angle 3: Student Testimonials; Share positive experiences from past tenants.

Content Types:

• One-time Information: Blog posts, eBooks on shared living tips.

• Ongoing Information: Monthly newsletters, and regular social media posts.

Distribution Channels and Mock-ups

Facebook:

• Content Formats: Videos, photos, and stories.

• Example Post Mock-up:

Caption: "Discover the benefits of shared living! ????? Save money, make friends, and find your perfect roommate today! #SharedLiving #StudentLife"

Instagram:

• Content Types: Like Facebook, with a focus on visually appealing content.

• Example Post Mock-up:

Caption: "Shared living isn’t just about saving money; it’s about building lifelong friendships! ?????? Check out our verified listings! #StudentHousing #Roommates #SharedLiving"