Case Study: Heritage Motor Coach Resort and Marina
Challenge
Heritage Motor Coach Resort and Marina contacted Kidd RV Resort Consulting with a big problem. On the verge of launching a beautiful resort in a beautiful location, sales and marketing momentum had stalled. On the surface it would appear that the developer had all the right pieces in place: decent website, brochures and ads. The resort had hired an excellent marketing firm with strong design capabilities, but no RV industry experience. Because of this, there were several adjustments that needed to be made to the materials to make them more effective in the marketplace.
Opportunity
Kidd Group began this project with a brand audit. We took everything we could get our hands on and threw it on the table. We identified inconsistencies and had our design team provide relevant recommendations on how to make subtle – yet meaningful adjustments to all the materials. Next, Kidd reviewed every piece of data regarding sales and marketing we could get. We looked at what had been working and what had not. With this information we produced a comprehensive marketing plan and set our sights on launching a highly-focused effort. In addition to what had been done previously, a public relations effort and outreach to key contacts in the industry were part of the major changes in the marketing.
Solution
In a few short weeks, Kidd Group had repositioned the brand, made necessary adjustments and launched the marketing plan. Within the first month of marketing web trends turned around and outreach to key groups resulted in a steady flow in inquiries. The culmination of the effort was a series of on-site rallies and the grand opening of the resort. Within 120 days of the opening nearly 50% of the lots had sold.
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