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The objective of this report is to devise a new media marketingstrategy for the upcoming Carnival de Quebec 2016. The reportincludes recommendations for selecting the social media marketingtools that connect to the defined personas of the targeted audience.This report addresses five key areas of Carnival De Quebec`s NMMstrategies in 2016. The key areas are as follows:

  • Evaluating the current social media marketing strategies employed at Carnival de Quebec 2016 based on PARC principles

  • Outlining the new social media goals that will increase brand visibility and customer satisfaction

  • Defining the optimal target audience by applying the Three-Step Persona Development Cycle according to Golden (2010)

  • Identifying the aspects of travel for the targeted audience as they seek social media guidance and interaction at various travel stages and processes

  • Lastly, the report will provide a recommendation for the adaptation and implementation of the marketing strategy in a single targeted segment

1. Evaluation of the Current Social Media Marketing StrategiesEmployed at Carnival de Quebec 2016 based on PARC principles

1.2 Facebook:

Carnival de Quebec official Facebook page comprises of 30,963 likesand 2,060 visits with at least daily posts. Facebook is a moreinteractive tool as compared to other social media networks, howeverthe number of responding visitors is low. There are not more than 100shares for every post, yet this is the most famous social network.The content is authentic and resourceful although it lacks ademonstration of leadership in sharing information to the furthestpossible. (

1.3 Twitter:

The Twitter handle has 5,321 followers, 1,968 following, 2,034 tweetsand 51 likes only. There is poor participation on the Twitter becauseof the very low numbers of re-tweets and replies on the site. Theposts are professional but do not spread as they should becauseTwitter had the capacity to reach over million users as well asinfluence the events’ outcome in a fruitful manner. Event marketingon this platform needs more resourceful posts as compared to othernetworks. There is a need for expertise to enhance the credibility ofthe brand. (

1.4 Instagram:

Currently, Carnival de Quebec has 473 posts with 246 following and7,725 followers. The figures are low for a big event such as Carnivalde Québec 2016. This marketing technique has not been used to itsmaximum potential as it lacks interaction with the region and two-waycommunication channels otherwise there would be impressive numberfollowers. The platform is authentic but provides the audience withless helpful information along with less reputed images although thephotos are of high quality. (

1.5 Blogs:

Everfest is among the updated blogs offering more information aboutCarnival de Quebec 2016 as compared to the information shared onTwitter and Instagram. The top part of the front blog page showsimpressive slides of the activities of the last festival to attractthe audience. This blog can increase participatory levels throughacceleration of sharing to include other social networks such asTwitter and Instagram. (

Journeymart is another blog that arranges key information for theevent in a systematic manner on the tradition of the event,information on tickets and tips for the Carnival but only allowssharing on Facebook and Google+ only. Despite authenticity,resourcefulness and credibility there is a need for increasinginteraction for the sake of brand recognition.(

2. Framework of the New Social Media Goals

2.1 Building brand:

Constructing the brand will comprise of maximizing the use ofEnglish language to reach more potential visitors, creatingattractive posts, uploading posts regularly, encouraging sharing,integrating social media with influencers, offering referraldiscounts, holding online campaigns and engaging potential attendees(Barker 2013, pp.70-73).

2.2 Increasing customer satisfaction:

Increasing customer satisfaction will include creating a responsivesystem using the SERVQUAL system to analyse customer satisfaction andneeds, gifting frequent customers and the first bunch that obtainedtickets for the events, create visual testimonials and leveragingthem in all social networks (Barker 2013, pp.70-73).

3. Definition of the Optimal Target Audience (Golden 2010pp.47-48)

Persona Roles

List Needs and Situational Triggers

Messaging Objectives

Persons that need satisfaction from the marketed event

  • Motivational strategies such as referrals from friends, convincing from visual testimonials on social media, records of the previous events, detailed layout of the event

  • Use appropriate language preferably English to reach out more potentials

  • Engage audience on Facebook, Twitter, Instagram and Blog posts with feedback mechanisms to allow two-way communication and attention

Persons with enough money to buy tickets and attend the event

  • Travel and accommodation information, food information, directions information, information on variety of the events held on the tour

  • Use appropriate language preferably English to reach out more potentials

  • Posting updates on details of the event to keep in touch with the persons

  • Posting events outlook to excite their attendance

  • Promoting ticket sales daily and directing on places of purchase to make it easy for the persona to commit for the event

  • Providing links to various sources of accommodation to facilitate persons informed choice

  • Encouraging persona to hit the share button as a secondary marketing tool

Person interested in receiving information about the event

  • List and information on interesting events worth a try, information on offers and gifts to be won

  • List of benefits feels and experience Carnival de Quebec from satisfied customers

  • Regular photos of the different parts of the venue and surroundings that hold the Carnival de Quebec

  • Adding Carnival de Quebec to all trip advisor websites

  • Use appropriate language preferably English to reach out more potentials

  • Leveraging the daily posts across all social media outlets to gain person`s interest in attending Carnival de Quebec

  • Displaying information on rewards to entice persons view of the tour`s worth

  • Uploading high-quality photos and videos of the events that take place to persuade indirectly persons commitment for the event

4. Aspects of Travel for the targeted audience on Social Media

According to Evans (2012), audiences seek social media guidance atall stages of travel. First, they avoid intermediaries by dependingon provided information and reviews from friends’ experience. Thetarget audience seeks clear and concise information on booking forthe travels, accommodation and meals. The media platform will availbooking information of all available flights, charges, experience andduration to enhance them to make an informed decision on travels.Travel mobile applications with GPS will appear on every socialplatform for those who find it comfortable riding to theirdestinations through their use. Secondly, there is a need forassuring safe transaction while doing online bookings or purchasingthe tickets for the tour. There will be credited certification forproof of payment. Thirdly, the social media platforms will includeresponse mechanisms to tackle questions from the clients as well asenable instant posting of their journey photos and experience toreach out the world. Travel decisions derive from the onlineinteraction with others bringing out an element of fun to the entiretravelling plan process. Availing comments from others incite andhelp reach out for the initial travelling processes

5. Recommendation for the Adaptation and Implementation of theMarketing Strategy

The Facebook page is already in place but adjusting it and making fewchanges will increase the number of likes. Leveraging the page with asupporter RSVP attending the event will bolster the number of likesas it will show up on the supporters` friend who will likely followsuit (Barbu 2014, pp.44-49). If there are no restrictions to guestlists, this is the opportunity to attach it to the page as well.According to Special Events Galore (2015), there are approximately450 million Facebook users` visiting sites every day. A frequent postof creative content where supporters are will promote Carnival deQuebec to the projected levels. The &quotAbout&quot section willhold selected wordings that will narrate the story behind the eventincluding how it began to provide persons a great opportunity toattach themselves to the story. At this point, it would be easier toinvite more people to the upcoming event thus increasing thelikelihood of spreading the word. Carnival de Quebec can opt forcross-promotion that will involve placing their link on a third partyregistration about the event.

The use of hashtag as a mark of a particular topic will be employedto make Carnival de Quebec more visible on Twitter. Users will findit easy to follow the conversation thereby increasing the number ofshare, tweets, replies and popularity. It is not late to outset thetour on a promotion as long as it goes along with the powerfulcreation of unique, comprehensive images such as a powerful photowith a few word captions. Promoting this hashtag on promotionalmaterials such as the website and direct emails will relate to theevent thus showing up more tweets for the conversation. In addition,employing applications such as HootSuite and TweetDeck will enablemonitoring of conversations of all the kind of target making it easyto deal with each one of them in a customized way therebyfacilitating customer satisfaction. Allowing non-admins to type onthe walls is a great way of involving community and influencers`promotion for the event. Attaching an embed map will drive those fondof receiving information to do more than receiving(Reisenwitz 2013, p.19)

As for the Instagram, uploading compelling photos, at least, dailycan influence the right emotions to the supporters and audience thusincreasing the likelihood of more participation. Taking and queuingpowerful photos previewing the tour, participants and flyers arevisual appealing and self –explanatory (Tutenand Solomon, 2013). In addition, including a hashtag onInstagram will raise the platform to campaigns for the upcomingevent. Alternatively, holding photo-uploading contests on Instagramfor a week prior the event will increase interactions and create highlevels of the urge to take part in the tour. The number of followerswill rise, and the platform will live with the upcoming eventsactivities (Singh and Diamond, 2012).

The blogs, on the other hand, will need a complete touch of newinformation and layout with consideration of English language andrespective translations. They will adapt details of the event andfocus on particular ways that will influence the tour and thecommunity. Special Event Galore (2015) states that the most concretethe blogs appear, the more the people turning out to support thecause. The blogs can be used to boost the existing posts fromFacebook, Twitter, and Instagram as it appears at variousgeographical locations French et al., 2011). The blogs will employthe use of all visual prompts to encourage persons that need proof ofsatisfaction, accelerate ticket sales as well as reach out newinterests most likely to attend the tour.

Lastly, integrating all the social networks would be the mostimportant move to promote the event uniquely. According to Sigala etal. (2012, pp.176) 63% and 56% of non-U.S and U.S people use Facebookfor travel. Other social networks lead by 38% and 64% respectivelywhile virtual tours record 30% and blogs records 32% usage for travel(Minton et al. 2012, pp.70-72) Including links to flights companies,recommended accommodation stop over`s, verification and travelapplications will centralize the audience needs as well as take careof each persona need.


The social media is an effective marketing tool for the tourism andmarketing industry. However, some of the business entities have notused it effectively to accomplish their goals. The evaluation of thecurrent performance of social media marketing for the Carnival deQuebec shows low values of marketing performance. The upcoming eventshave to meet an extra target of visitors the social networks.Implementing the recommended changes on the Facebook page, Twitter,Instagram and blogs will increase interaction, enhance brandvisibility, provide the venue for the production of new products andservices as well as increasing customer satisfaction.


Barbu, O, (2014) “Advertising, Microtargetingand Social Media,” Procedia – Socialand Behavioral Sciences, 163, pp.44-49.

Barker, M, (2013) Socialmedia marketing. Australia: SouthWestern Cengage Learning, pp70-73.

Evans, D, (2012) Socialmedia marketing. Indianapolis, Ind.:Wiley.

French, J, Reynolds, L, and Merritt, R, (2011)Social marketing casebook.London: SAGE.

Golden, M. (2010) Socialmedia strategies for professionals and their firms.Hoboken, N.J.: Wiley, pp.46-48.

Minton, E, Lee, C, Orth, U, Kim, C, and Kahle, L,(2012) “Sustainable Marketing and Social Media,” Journalof Advertising, 41(4), pp.69-84.

Reisenwitz, T, (2013) “A comparison of thesocial media consumer and the non-social media consumer,”International Journal of InternetMarketing and Advertising, 8(1), p.19.

Sigala, M, Christou, E, and Gretzel, U, (2012).Social media in travel, tourism andhospitality. Farnham, Surrey,Burlington, VT: Ashgate Pub.

Singh, S, and Diamond, S, (2012) Socialmedia marketing for dummies. Hoboken,NJ: Wiley.

Special Events Galore (2015). Use Social Media toPromote Your Events in Real Time. SpecialEvents Galore, 15(12), pp.3-3.

Tuten, T, and Solomon, M, (2013). Socialmedia marketing. Boston: Pearson.

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