Adrian Awards 2017
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Entry Title
Sea Palms Resort and Conference Center
Division
Digital Marketing
Category
Search Marketing Strategy
Sub-category
Digital Campaign
First Name
Sharon
Last Name
Fulton
Marketing Objectives:
Clearly state your marketing goals.
What did your company strive to achieve using this piece or program?
In the fall of 2016, property management was challenged by new owners to increase revenue from marketing by 10%.
Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.
For Sea Palms Resort & Conference Center, the campaign targeted middle-class golf enthusiasts and their families who want to get away for a long weekend. It also targets retirees looking to stay during the week. For Sea Gate Inn, the audience is more upscale.
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.
Research was completed to access market search trends for PPC and estimated monthly site traffic to determine how to best optimize for DRM (remarketing). The PPC campaign was restructured to focus on DMA areas that historically had a higher propensity to book. A separate campaign was created to more clearly track performance for the Sea Gate Inn. New banners were created with a design that aligned with the property’s newly designed website. The PPC and SEO teams also collaborated on key words and phrasing to strengthen both aspects of the overall health property’s marketing efforts.
Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?
Our message was tactical. Because the property is a non-beachfront hotel competing with beachfront hotels in the area, we focused on the golf course and their convenient inland location with close proximity to dining, shops and attractions. Value and affordability messaging was also important. We also communicated that the property had alternative options for a more upscale experience at the Sea Gate Inn.
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.
August 2017 reports show overall campaign ROAS is at 17 to 1. September performance is at a 19 to 1 as of 9/18/17. Conversion rate is 10%. YTD bookings are 358 and $176,429 in revenue. Revenue per booking is $484. YOY bookings increased by 82%, Revenue increased by 105%. 2016 YTD bookings were 196 and $86,150 in revenue. 2017 YTD bookings were 358 and $176,429 in revenue.
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.
(August 2016 to August 2017) Total Revenue from Campaign: $215,626 Campaign Investment: $17,298 ROI: 1147% 17 to 1 ROAS
Entry Award:
Gold