Case Study: Sunny Brook RV Resort
Challenge
Nestled in the heart of southwest Michigan, Sunny Brook is a family-friendly, coastal RV resort property. The resort includes 65-acres of land on which lot owners can hike, bike, fish and pick wild blueberries. With a total of 266 sites to sell and rent, Sunny Brook wanted to be known as a family-friendly park and a place where beauty and tranquility were valued over the pop and dazzle of competing luxury RV resorts. The resort owners sought to refine its brand while better utilizing an existing website to drive sales and communicate with community renters and owners.
Solution
Sunny Brook was given fresh marketing collateral as well as an effective marketing plan to raise awareness of the properties for sale and encourage the target audience to explore ownership opportunities. The resort’s differentiating factor and basis for the new direction was its fun and friendly atmosphere. Big enough to provide a sense of community, yet small enough to enjoy the peace and quiet expected of an outdoor escape – that’s the Sunny Brook way.
Results
Kidd RV Resort Consulting redesigned the resort’s marketing collateral and website. After establishing the core elements needed to achieve brand awareness, an integrated campaign was launched, including traditional and online advertising. A call-to-action was included in the printed collateral generating a sense of urgency among the target audience and ultimately yielding an increase in sales among key demographics.
