Excerpt from Digital Strategy Document for Hershey Entertainment & Resorts
Below are several excerpts from a digital strategy document created for Hershey Entertainment & Resorts. The overall goal of the document was to research and evaluate user loyalties and devise a digital engagement plan to align all of the brand’s websites as well as present the American iconic candy brand as a travel destination.
GOALS & INTRODUCTION
The goal of this project is to create a hub that serves as a marketplace and resources for guests of Hershey Entertainment & Resorts, Hershey’s Chocolate World and other entities within the Hershey, PA destination providing a single point of contact for visitor information.
In this document, BCF has provided a strategy for that one-stop-shop website for visitors to Hershey, PA that:
• Delivers resonating content
• Simplifies the planning process
• Provides an easy, user-friendly transaction experience
Because a website is often the first interaction a prospective visitor has with the destination, it is imperative that the site delivers as much easy-to-digest information to ensure a successful and enjoyable trip and therefore repeat visitation. Visitors should be able to plan every aspect of their trip on the website. For example, creating an account would give users access to their own dashboard of planning. This allows a streamlined hub of information including trip plans, itineraries, tickets, reservations, season passes, packages, deals and more.
Hershey will gain a direct connection to the visitors with the ability to communicate at any stage of their planning. Getting direct user insight could drive messaging and incentives to pull them into booking or repeat visits.
HERSHEY’S BRAND AWARENESS
Hershey’s is an American iconic brand that has lived and thrived in the hearts and minds of millions of people for decades. Sharing shelf space with some of the top food and beverage brands such as Coca-Cola, Kellogg’s and General Mills proves that its candy products reach large audiences. Not only is Hershey’s well known, but it’s also well-loved. Hershey’s landed the thirteenth spot as one of the most beloved brands.
Consumers understand Hershey’s equals candy, but they may not know there’s more to what the brand offers. Tapping into existing perception and audiences and informing them that Hershey’s/Hershey as a destination and attraction offers an affordable, stress-free family experience focused on building memories.
ALL DESTINATION-RELATED HERSHEY, PA SITES SHOULD:
• Deliver on the Hershey’s brand promise
• Share similar navigation structure (not content)
• Have similar design aesthetics in regards to templates, layouts
• Allow access to planning tools and My Hershey admin
• Have the ability to share/feature blog content via feeds on blog.hersheypa.com