Camp Lucy Digital
DIGITAL MARKETING
Camp Lucy Digital
From email marketing to PPC campaigns on OTAs, I handled all digital marketing efforts for boutique resort in Dripping Springs, Texas.
Email Marketing
Whim Hospitality had an email list of more than 6,000 upon my arrival, but was not doing anything to market to these customers. I launched a monthly email newsletter to customers that had opted-in previously.
The strategy was to publish a monthly newsletter filled with discounts, announcements, and guest information on the first Monday of each month. While guests may not be planning an upcoming trip to Camp Lucy, the consistent distribution schedule and quality of content encouraged customers to save these emails as junk mail, rather than unsubscribe because they could check on the monthly specials in their inbox whenever their travel plans took them to Dripping Springs.
Content was also structured in a consistent way each month around a base template with 8 main content clocks.
- BLOCK 1 – Introduction
- BLOCK 2 – Lodging promotion for the month
- BLOCK 3 – Tillie’s promotion
- BLOCK 4 – Activities promotion
- BLOCK 5 – Event promotion
- BLOCK 6 – Activities promotion
- BLOCK 7 – Guest discounts on property
- BLOCK 8 – Tourism information about the surrounding community
The impact of these newsletters directly led to more than 200 rooms getting booked in 2019, representing 5% of annual occupancy rates. It also proved so popular, that a second monthly newsletter focused on Tillie’s was created and distributed on the third Monday of each month. This campaign led to 100s of reservations booked directly through our email CTA to the website reservation portal.
PPC Campaigns
While I was waiting on the Whim Hospitality website to be developed, I did run several PPC campaigns on third-party sites such as Yelp and Trip Advisor. I monitored our lead generation and conversions, which helped Camp Lucy double its OTA bookings in 2019 from 2018 and helped maintain a 4.5-star rating on Yelp (as of Feb. 6, 2020).
