Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
Our primary objective was to enhance the conversion rates of users seeking accommodations from Monday to Thursday, commonly referred to as the 'Midweek,' across four Graduate Hotels: Annapolis, Charlottesville, Cincinnati, and Richmond. Leveraging proprietary data collection methods and our distinctive website personalization tool, we categorized website visitors based on their midweek stay preferences, as inferred from their digital interactions. Employing conventional split-testing techniques, we integrated personalized content seamlessly into the website's layout. Group A experienced the unaltered website, while Group B encountered a customized version featuring exclusive 'midweek' promotional code content.
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. (for example, click through rates or ad equivalency)
Our endeavors using the customized version featuring exclusive 'midweek' promotional code content led to a remarkable 22% boost in the average user conversion rate, leading to a substantial increase in our online hotel reservations translating to a significant $25,000 surge in direct distribution revenues for the hotels in question.
Return on Investment: How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?
Using a specific “midweek” promotion code, we could directly track how much revenue we were attributing to the personalization. With this promo code, we tracked direct ROI from the personalization:
Cincinnati: 9:1
Charlottesville: 6:1
Richmond: 3:1
Annapolis: 2:1
Entry Title
Graduate Hotels - Business Travelers & Midweek Offer