Case Study: Traverse Bay RV Resort
Challenge
Traverse Bay is an adult-RV resort located near the shores of Grand Traverse Bay and Traverse City, Michigan. This upscale Class-A resort was impressive, but new owners Kathy and David Scheppe wanted to showcase the resort’s amenities and fun-loving lifestyle. Traverse Bay needed a brand identity that visually communicated the relaxed atmosphere for which Traverse Bay was renowned. David and Kathy also needed a marketing partner who could execute a tactical plan and launch the new brand into the universe of potential RV consumers, generating excitement and interest in the property – and ultimately lot sales.
Opportunity
After the initial brand consultation, Kidd RV Resort Consulting ferreted out, packaged and polished Travers Bay’s unique selling points, and developed a solid and sellable brand identity characterized by the red flip flops that became part of the park’s logo. Kidd RV Resort Consulting advised the RV development on the design of a logo, advertisements, collateral, and direct mail, all of which supported the story the brand was telling. The brand was further developed through the creation and use of the tagline “North of Ordinary”. Other deliverables included trade show displays and a presence at industry trade shows, extensive media placement, earned media management, and the creation of a robust online presence.
Solution
A critical component of the marketing plan was the development of an interactive website. The current Traverse Bay website is loaded with features including video, news portals, featured event calendars, reviews, and sales information – all of which creates a sense of community among residents, regardless of where they are in the country. Creating this sense of community has directly impacted the ability to sell lots and continues to position Traverse Bay as a premier RV resort destination.
CASE STUDIES
Traverse Bay RV Flip Flop Brochure
Traverse Bay RV Print Material
Traverse Bay RV Stationery
