MCIA Project
DISCOVER ALPAS
CAMPS AND RESORTS Submitted By : Group 7
• Hardeep Singh (19PT2-12)
• Prashanta Saha (19PT2-25)
• Javed Khan (19PT2-14)
• Ritesh Singh (19PT2-28)
• Vipul Bhagat (19PT2-38)
DISCOVER ALPAS
Discover Alpas in a camping and
astrophotography center situated near the small
town of Kodanad in Nilgiris, Tamil Nadu
One of the most sought-after campsites in
southern India for Astrophotography and eco-
tourism
The campsite offers gallery view to the famous
Sunrise of Kodanad View in the mornings and
Milkyway and Stargazing experience after it gets
dark
CURRENT DIGITAL PRESENCE
Instagram fits right as a
Registered under the
medium for camps which
domain
are displayed best through
http://discoveralpas.com/
the medium of pictures Facebook page of the campsite
Design and content flaws
. The average engagement has remained dormant
leading to low engagement
on the post is >2k
and response from the
The post frequency on the
customers on the website
page was 2-3 posts every
front
week
WEBSITE I N S TA G R A M FA C E B O O K
12/04/2021 3
SCOPE OF THE PROJECT
Availability on suitable platforms (trivago/ booking/ agoda)
for bookings
Awareness and Social Media Visibility on different platforms (Instagram, Facebook,
Tripoto) to drive engagement and conversions
Managing and growing social media handles – Instagram,
Facebook
Stream lining business Long term business strategy
operations towards a learning center
Recommend changes to the website – Recommend a long-term expansion strategy
SEO management, content development. keeping in mind the vision of the company
Making the enquiry, bookings and stay
process efficient for the customers
12/04/2021 4
IMPLEMENTATION WORK
1 Digital Brochure
Bookings were managed by IG where managers were
sending written details of the campsite to the customers
Brochure design reducing TAT by almost 70%
The brochure resulted in better customer management by
providing an effective digital solution
Brochure can be found here:
https://drive.google.com/file/d/1cI2AdOo0QGhj_sfgVgoST
09AIwUdEsOr/view?usp=sharing
IMPLEMENTATION WORK
2 Instagram Paid Campaign
The campaign was designed to raise awareness about the
campsite and generate followers on their Instagram page
The campaign was designed through FB Ads manager
Daily spend limit of Rs. 100 in Carousel format
IMPLEMENTATION WORK
2 Instagram handle management
Hashtags: To expand the reach to accounts not following the
Instagram handle team suggested a curated list of hashtags
which can be used by the company on their posts.
#kodanad #kotagiri #nilgiris #landscape #mountains
#discoveralpas #indiantravellers #alpasresorts
#astrophotography #nightlights #nightsky #starlightpicture
#startrails #backpackerindia #backpack #nilgirihills #campsite
#camping #tamilnadu #tamilnadutravel #tamilnadutourism
#ootydiaries #coonoor #ooty #indiaphotographer #southindia
#southindiatravel #sunrisephotography
#mountainphotography
Campaign for stargazing camp: one-month campaign on
Instagram with proprietary content provided by the company.
Following are the posts and associated analytics of each post in
that duration
IMPLEMENTATION WORK
4 Blogging on Tripoto
Tripoto is social travel platform to share and discover travel
experiences, stories, community, tourism guides, hotels,
holidays, getaways, attractions and maps.
With over 10 lakh people on the platform, it is one of the
most active travel platfrom in India.
To drive organic audience and generate strong backlinks
the team also did blogging on the platform
5 INFLUENCER MARKETING
The team also suggested the company to get leverage
influencer marketing by getting travel influencers to come to
their campsites on a fully paid trip in return of which they can
get shoutouts on their platform for their campsite.
In the period of the project the campsite actually worked with
one such influencer Murlidharan, who garnered around 50
followers through his page shoutout.
RECOMMENDATIONS
SEO Related
1 Meta Description Tag Missing
We recommended they include this tag to provide a brief description of
the page that search engines can use for better ranking purposes.
2 Image Alt Text is Missing
The company already has good quality images. We recommended them to
have appropriate Image Alt text will help in a better Image search ranking.
3 Backlinks are not healthy
SEO Score
Having strong backlinks will have better SEO visibility. We recommended
creating backlinks by posting content on websites like Quora,
Booking.com, and Thrillophilia.
Source: seositecheckup.com
SEO RECOMMENDATIONS
4 Inefficient Keyword Usage
The primary keywords like camp, photography, etc., are not included in the
Title tag and Meta-description tag. We recommended to have these
keywords to help the search engines identify the correct topics.
5 The website does not have HTTPS security
Using HTTPS protects the communication between the browser and the
server. People generally do not visit websites that are not secure. We
recommend applying for a SSL certificate.
6 Website Load Time is very slow
Our website loading time of around 5.28 seconds is very slow compared
to the average loading time. We recommend the following ways to reduce
the website load time based on the current structure of the website:
• Minimize HTTP Requests
• Optimizing Images
• Reducing the number of plugins
• Caching is not being done currently
WORK FLOW MANAGEMENT
A Seamless Platform For Booking
B Automize Operational Activities
Pain Points of
the company
C Collecting Reviews from tourist
D Centralization of operation
12/04/2021 14
Booking Operations
• Currently bookings are handled by Instagram by three people • Previously company does not used to collect visitors information.
operating from different locations.
• Difficult for them to design marketing strategies.
• Proposed a centralised platform for booking.
• Proposed and created a google form for collecting visitors data
• Owners can track the status of different tents. • Incorporated relevant questions to smoothen operations and
form marketing strategies.
• Helps to revert to the customer booking queries.
Billing Review
• Proposed for collecting feedback from the
visitors
• On completion of visit, proposed to send
a mail to review on platforms like
thrillophilia, booking .com, goibibo, make
my trip, etc.
Retargeting through Email
Marketing
• Auto generation of the invoice • Use the email repository of visitors to
• Linked the google form responses to the retarget them with promotional offers
through mail chimp.
standard invoice format
LEARNINGS
Alternate choice between using FB Manager and
IG Boost post option while designing campaigns
Use of Hashtags – Don’t be a BOT
Timing, tags, and description of the post
Website Management – Clean interface, mobile
suitability important
Content that clicks with the audience – Stories
rather than images
Video Ads work better than pictures
THANK YOU
