Client
Marriott International
(Pro-bono contract project)

Brief
Design a pricing strategy for the launch of WiFi Simplified

Team
Bianca Jackson
Emily Mintman
Kate Iannelli
Priya Pappu

Contribution
Conducted ethnographic research to uncover insights related to WiFi event pricing structures and worked with team on final strategy


 
 

Marriott International approached our program to help them with WiFi Simplified, a program geared towards simplifying the process of purchasing internet at events and conventions on their properties. After 2 quick months, we presented our recommendations to Marriott executives. Our suggestions were rolled out in the 2016 launch.

 

Defining the problem

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Learn & Understand

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Redefine the problem

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Recommendations

We presented 5 solution areas to the client executives:

  1. Increasing awareness and general understanding of WiFi & bandwidth: "Create a common language"
  2. Creating a pricing grid
  3. Creating a pricing bundle
  4. Developing a discount program
  5. Developing a communications strategy: "Pricing the invisible”
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Result

Our recommendations were implemented in the 2016 launch or WiFi Simplified. The documents shown below were published on the Marriott International website as part of their communication plan. There was also a video created for the launch that includes many of our recommendations and language.

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