Streamlining a Global Hospitality Brand’s Marketing Ecosystem
Objective: A global hospitality company sought to optimize its marketing ecosystem to increase team alignment, improve agency collaboration, and better support brand goals across its diverse portfolio. With complex operations across multiple regions and brands, the organization aimed to identify and resolve structural and operational gaps within both its internal team and external agency partnerships.
Challenge: The company faced several critical issues, including a lack of clear alignment and communication between internal teams and agency partners, inconsistent strategic planning, and limited bandwidth across shared services. These challenges often resulted in project delays, diminished creative impact, and strained resources. The leadership team recognized the need for a comprehensive evaluation to establish an efficient marketing ecosystem that could better support ongoing and future initiatives.
Solution: Setup’s Marketing Ecosystem Consulting provided a tailored, step-by-step assessment of the company’s current marketing structure. The process included
Surveys and Interviews – Setup gathered insights from key internal stakeholders and external agency partners to evaluate team needs, operational pain points, and expectations. This involved both qualitative and quantitative data collection.
SWOT Analysis – Setup conducted a thorough analysis to identify strengths, weaknesses, opportunities, and threats across internal and agency resources.
Strategic Recommendations – Setup presented an actionable roadmap that included specific recommendations for improving alignment, planning, and creative output. Key action items included:
Establishing a structured workflow for internal and agency teams to streamline project assignments and avoid redundancies.
Instituting an annual and quarterly planning process to ensure strategic alignment and proactive budget management.
Implementing a governance role to oversee resource allocation, prioritize projects, and manage bandwidth effectively.
Introducing a matrix to clarify agency roles and strengths, helping internal teams assign projects based on each partner’s core competencies.
Outcome: Setup’s consulting engagement enabled the hospitality company to optimize its marketing ecosystem, enhancing alignment across internal and external teams. The new structure promoted greater efficiency in project execution, improved agency collaboration, and set the stage for more innovative and impactful marketing. These changes empowered the organization to navigate its complex brand portfolio with clarity, enabling more agile and effective marketing support across regions.
Setup Service: Marketing Ecosystem Planning