Adrian Awards 2017
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Entry Title
O.A.R.S. Adventures
Division
Digital Marketing
Category
Web Site
Sub-category
Digital Single Item
First Name
Nick
Last Name
Riotto
Marketing Objectives:
Clearly state your marketing goals.
What did your company strive to achieve using this piece or program?
- Establish O.A.R.S. the market leader in adventure travel. - Create effective search functionality that allows users to effectively filter adventures to find the perfect match. - Articulate and showcase the O.A.R.S. experience - from fun to food to safety. - Romanticize adventure travel so people fall in love with the O.A.R.S. brand and its adventures. - Showcase films about the adventure travel experience through an extensive video library. - Catalog traveler reviews and testimonials to paint a true picture of the experience. - Make booking quick and easy. - Provide clear and quick access to adventure consultants for trip planning.
Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.
O.A.R.S. attracts adventure travelers of all ages and ability levels. Multi-day experiences attract an affluent yet down-to-earth clientele looking to connect with nature and stay active. Single day trips attract families and groups who want a fun, casual day on the river. Themed adventure collections like American Whitewater Classics, Wildlife Viewing, Wild & Scenic Rivers and World Heritage Sites capture the hearts and minds of travelers before they go, while exceptional guides and customer service delivers on the dream.
Research, Planning, and Implementation:
What market research was conducted prior to planning the piece/campaign? Describe the production and delivery method used to execute the project.
O.A.R.S. had an extensive history of website analytics and data via Google Analytics. Customer profile data from the company's CRM system as analyzed for market segmentation and targeting. 829 Studios added Moz to further analyze traffic sources and competitor rankings to determine where the organization was winning and where it could grow. The design process was bolstered by review tools like InVision coupled with testing tools like Usability Hub and TryMyUI. Social media integration and sharing was monitored and audited for performance. The sum of all this data and user testing set the foundation for the website.
Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?
"Find Your Adventure" is the theme of the O.A.R.S. website. Every user is seeking a unique adventure for themselves and their families - some have deep meaning, while others are just there for a casual good time. Whatever the reason for a person's adventure, O.A.R.S. can deliver an exceptional experience. In addition, the O.A.R.S. brand is one that promotes conservation and harmony with nature. This is exhibited by the extensive blog (over 550 posts) and film library (over 85) which tackles themes expert guide advice, how-to videos, traveler stories, thought leadership pieces and more.
Results:
Which of your original goals did you achieve and how?
How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns.
Measurement of success on the O.A.R.S. website is highly sophisticated and accounts for a highly-detailed level of user flow. All told, results are primarily measured in bookings, catalog requests and user inquiries. Those ROI-oriented measures are also supported by engagement metrics with media content and blog posts.
Please select a budget range:
Budget Continued:
Please provide as much of the following information as possible:
a) Include total budget vs. total actual cost.
b) How much revenue has the piece or campaign generated and does this amount to your goal?
c) What was the return on investment? If this information is confidential, please state as much in the text box provided.
- Since the redesign, organic traffic is up double-digits in year-of-year percentage increase. - Remarketing ads have an astonishing 1074.4% ROI. - Facebook traffic driven by 829 Studios yielded more than a 4:1 ratio of dollars earned vs. spent.
Entry Award:
Silver