Stakeholders represent a range of commercial and private investors, and ACCOR needed a system which could readily segment a contacts database of thousands of Mirvac and Accor clients, owners and staff to communicate key messages surrounding the acquisition.
Art of Multimedia (AOM) initially worked with ACCOR management to determine the key segments, and then used Third Eye email communication technology to deliver the time critical notice of the acquisition.
ACCOR provided AOM with confidential raw data, which needed to be cleaned and then segmented into nine specific groups, defined by their relationships or status i.e. whether body corporate and strata managers, individual or commercial owners of units within properties.
“We developed key communication messages for Mirvac stakeholders, welcoming them to the ACCOR network, bringing them up to date with developments and explaining how their interests would be maintained and managed,” says David McDonald, Director of Sales and Marketing for Hotel Integration, ACCOR Asia Pacific.
“It was important for us to be able to convey the right message to each of our stakeholders as they have different information needs and will be affected differently by the new arrangements.”
AOM designed ACCOR brand-aligned HTML templates, which included several editable fields for personalised salutations, images, and signatures. The result was an individual communication with a targeted message, establishing a point of contact with relevant ACCOR senior management depending on the nature of the relationship i.e. private or commercial, and reassurance of an on-going relationship that will be mutually beneficial.
ThirdEye delivered an email to hundreds of separate entries; the email campaign was augmented by a direct postal campaign for those stakeholders without email addresses. Analysis of the email campaign provides ACCOR with both an overall snapshot of each segments’ email campaign, and the ability to drill down and gain insight into response rates and activity. This can be used this to evaluate and amend the communication strategy for the Mirvac acquisition.
ACCOR can continue to use Third Eye as a key channel for information distribution during the next stages. ACCOR staff can manage the user-friendly system in-house, or when key staff is engaged on other projects, can delegate it to AOM.