Camp Lucy Digital

When I arrived at Whim Hospitality, the orgnaization had an email list of more than 6,000 contacts just sitting there untapped, unloved, and probably wondering why no one ever wrote them. So, I put on my digital marketing cape and launched a monthly email newsletter that was as charming as a bed-and-breakfast host with a bottomless coffee pot.

The Strategy: Consistency and Content That Stuck

The newsletter strategy was simple: show up on the first Monday of every month with useful, beautiful content that people actually wanted to keep in their inbox. Even if readers weren’t ready to pack their bags for Camp Lucy in Dripping Springs, the monthly specials, announcements, and fun guest info were enticing enough to get saved, or at the very least, turned into the “junk mail you actually check.”

To keep things snappy and structured, I designed a consistent email template with 8 content blocks. Think of it like a well-balanced brunch menu, without the Avocado Toast:

1. Introduction – Warm greetings and a tease for what’s inside.

2. Lodging Promotion – The deal that gets heads in beds.

3. Tillie’s Promotion – Delicious offers from Camp Lucy’s star restaurant.

4. Activities Promotion – Fun things to do around the property.

5. Event Promotion – Weddings, gatherings, and reasons to celebrate.

6. More Activities – Because one block of fun isn’t enough.

7. Guest Discounts – Sweet perks for Camp Lucy guests.

8. Tourism Spotlight – Tips for exploring Dripping Springs and beyond.

The Impact: From Inbox to Booking Confirmation

The results? Readers loved it, and the numbers proved it. The newsletters directly led to more than 200 room bookings in 2019, contributing to 5% of the annual occupancy rate. Not bad for a bunch of words and pretty pictures.

The success didn’t stop there. Guests liked the newsletter so much, I doubled down and launched a second monthly email dedicated to Tillie’s, our culinary gem. Sent on the third Monday of each month, this email campaign drove hundreds of reservations straight through the email CTA to the website booking portal. Turns out, everyone likes being reminded when it’s time for a great meal.

PPC Campaigns: Ads That Worked Overtime

While waiting on the Whim Hospitality website to get its act together, I rolled up my sleeves and ran Pay-Per-Click (PPC) campaigns on third-party sites like Yelp and TripAdvisor. I kept a close eye on lead generation and conversions, adjusting as needed to maximize the budget. The result? Camp Lucy doubled its OTA bookings in 2019 compared to 2018, all while maintaining a shiny 4.5-star rating on Yelp (as of February 6, 2020). Yelp stars and revenue growth? I call that a win-win.

What I Did

• Launched a Monthly Newsletter: Created engaging, consistent emails that drove 200+ room bookings in 2019 and contributed 5% of annual occupancy.

• Added a Second Email Campaign: Focused on Tillie’s promotions, generating hundreds of direct restaurant reservations.

• Managed PPC Campaigns: Ran ads on third-party platforms that helped Camp Lucy double OTA bookings year over year.

• Boosted Ratings: Helped maintain a 4.5-star Yelp rating while growing online bookings.

In short, I took an overlooked email list and turned it into a revenue engine. Add in some well-placed PPC campaigns, and Camp Lucy was seeing double-digit bookings, happier inboxes, and a steady stream of guests ready to soak up the Dripping Springs charm. Marketing magic? Maybe. Just don’t tell anyone it was mostly strategy, a little Diet Coke, and a lot of clicking “send.”