When the people at Snow Valley kept seeing ads for the big resorts on social media, they knew they had to get down the hill fast and join the party at the lodge. They looked to us for help with digital initiatives that would get their skis pointing in the right direction.
Strategy & Planning
Strategy & Planning
Search Engine Marketing
We had a really excited client.
We brought our strategies to the table and they brought an open mind. They appreciated that we thoroughly explained how to obtain their goals, and they liked, as they told us, that we were “always 100% open to their suggestions.” We learned about the Snow Valley community and how to engage with them in a meaningful way.
We had to find the words.
Snow Valley came to us with a few goals in mind. In addition to increasing total sales and direct traffic, they also wanted to improve their brand presence on social media and within the digital community.
To run any valuable digital campaign, you have to understand the audiences and what they’re searching. In advance of the resort’s July membership drive, we developed keyword lists tied to specific groups in specific geographies. As the season progressed, we optimized ads for a succession of different packages and offers.
There were many facets to a season-long engagement. We ran search ads. We ran re-marketing ads. We ran contests on Instagram. There were promotions for special deals, discovery packages, tubing, snowshoeing, family weekends and school excursions. Each promotion was tied to its own ads addressing their own audiences and relying on their own keywords.
“Ultimately visits to the resort were up.”
That’s what our client reports. What are some of the highlights? Search brought in a total of 1348% more revenue than the objective. There was a 200% increase in sales via social platforms, a 57% increase in social traffic and direct traffic through remarketing and search ads was up by 107%. We improved the overall search-ability and usability of their website for all audiences. For us, the best part is that Snow Valley has asked us to do it all again next season.