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-acreas of land on which lot owners can hike, bike, fish or pick wild blueberries. Sunny Brook wanted to refine the brand, and better utilize an existing website to drive sales and communicate with their community of renters and owners. The brand needed to emphasize the qualities that made Sunny Brook unique, specifically that it was a family-friendly park, and a place where beauty and tranquility were valued over the pop and dazzle of competing ‘lux’ RV resorts.
Opportunity
With a total of 266 sites to sell or rent, Sunny Brook needed marketing collateral that looked fresh, and made the phone ring. Sunny Brook also needed an extensive marketing plan that would raise awareness of the properties for sale, and encourage the target audience to buy, rent, or visit and explore ownership opportunities. Unique to the Sunny Brook brand was the sense that the resort was big enough to provide a sense of community, but small enough to enjoy the peace and quiet expected of an outdoor escape. The goal of the branding and marketing program was to upgrade the image, and generate leads to support the sales effort.
Solution
Kidd RV Resort Consulting was hired to redesign the resort’s marketing collateral and website. After establishing the core elements needed to achieve brand awareness, Kidd RV Resort Consulting launched an integrated campaign that included traditional and interactive web advertising. A call-to-action was included in the printed collateral, which generated a sense of urgency among the target audience, and the result was a measurable increase in brand recognition and a spike in sales among key demographics.
CASE STUDIES
