C A S E S T U D I E S S E L E C T P R O J E C T S

Transcription

1 K I T W H E L A N.COM C A S E S T U D I E S S E L E C T P R O J E C T S Kit + Co

2 C O N T E N T O U T L I N E Introduction: Who I Work With Case One: Ka'ana Resort Case Two: Black & Blue Jewelry Case Three: PES Films Case Four: Itz'ana Resort & Residences

3 W H O I WORK WITH I focus on helping SMB clients with vision and heart build and grow relationships with their ideal consumers. From thoughtful luxury goods to eco-conscious luxury resorts, I work with teams who are already succeeding in the real world and help them translate that connection to the digital space. "EXCEEDED MY EXPECTATIONS." It is my goal not only to solve the problems my clients identify in our initial analysis but to go above and beyond to deepen their relationships with customers and make their brand truly shine through the noise. (More testimonials available on kitwhelan.com)

4 C L I E N T K A'ANA R E S O R T When I began working with the team in 2013, this boutique adventure resort in the jungle had mastered the art of in-person hospitality. However, their online marketing lacked a cohesive voice and sense of direction. They also had a primarily Belizean fan base on Facebook, which did not match their highincome target market. The Challenge: match the digital relationship to the five-star one formed with guests on site while also increasing first-time bookings.

5 TACTICS: KA'ANA Craft content to appeal to a new generation of adventureseekers who want to pamper themselves after a day in the mud Use targeted Facebook Ads to grow US & Canada-based audience of frequent luxury travelers who love adventure destinations Build an engaging Instagram, Pinterest, and Facebook presence to meet our audience where they spend the most time Participate in monthly travel chats on Twitter to grow visibility and interest amongst luxury travel influencers and travel agents Create shareable blog posts to educate target audience about what the little-but-jam-packed country of Belize has to offer Update blog design to increase retention and time on page

6 R E S U L T S: KA'ANA +55% Social referrals went up by ~50% yearover-year in both 2014 and 2015, with Pinterest becoming a breakout success. 5:19 The average amount of time visitors spent reading a blog post on the website... even a year after it was posted. Not only did we succeed in crafting a refined voice that was united across all channels, we crafted years of sticky evergreen content to educate potential first-time guests about the resort and Belize itself. We also found thousands of new fans in our target markets who were highly engaged, so posts were organically surfaced to more friends of fans who matched our ideal guest. We built and maintained relationships that lasted long beyond guests' initial stay, ensuring they returned again and again... and told their friends.

7 C L I E N T B L A C K & BLUE J E W E L R Y A artist-owned studio based in NYC, Black & Blue had a small but dedicated fan base of men who were happy to buy beautifully handcrafted pieces at a high price point. The Challenge: though the pieces sold well in retail outlets, the artist wanted to build direct sales through the website.

8 TACTICS: BLACK & BLUE Use the love of existing fans to provide social proof on Facebook Host semi-annual contests through the Facebook page to increase engagement, desire, and brand affinity Use MailChimp to support contests and send notes directly from the artist to his fans Use targeted Facebook ads to expand brand awareness

9 R E S U L T S: BLACK & BLUE Our strategy of holding contests immediately before major holidays like Father's Day and Black Friday paid off. After we'd gotten all the fans dreaming about which piece they'd love most for themselves or a family member, they simply couldn't live without it. A bonus 20% off coupon on the day after the contest ensured a huge spike in sales every time. +3,000% Increase in sales year-over-year, with the majority coming on Black Friday immediately after the fall contest had ended.

10 C L I E N T P E S FILMS Visionary Oscar and Emmy-nominated director PES was launching a new film and his team needed some last-minute help to get the word out to past fans and cinephiles. The Challenge: generate buzz around the launch of "Submarine Sandwich" in the lead up to award season.

11 T A C T I C S: PES Use targeted Facebook ads to ensure existing fans were aware of the launch and would share it as soon as it dropped Host a Q&A on Facebook so fans could have direct access to the director Launch a Reddit AMA with the director to engage new fans and spread the word on the "front page of the internet" Promote official prints and toys based on the film to increase engagement and buy-in from existing fans

12 R E S U L T S: PES The fans loved having multiple opportunities to engage with the director. While he didn't end up with an Academy Award for this film, PES did solidify long-term relationships with fans - who couldn't stop asking about his next work - as well as generated more sales for his limited-edition pieces in the official store. 255 Comments on the Facebook + Reddit Q&As with the director.

13 C L I E N T I T Z'ANA R E S O R T & R E S I D E N C E S I began working with the Itz'ana team in 2015, nine months before they even broke ground on this new development by Belize's Caribbean shore. The Challenge: sell 37 private residences to fund construction while also building excitement for the resort so reservations were guaranteed as soon as it opens.

14 T A C T I C S: ITZ'ANA Tap into the fanbase from the existing sister resort to build a groundswell of support long before the opening Promote on-site pop-up events to VIPs and then showcase their reactions in blog posts and newsletters for social proof Use targeted Facebook ads to reach audience with high net worth in select US cities with direct flights to Belize Engage with interested investors on Facebook and pass off hot leads directly to the sales team Use Facebook, Twitter, Instagram and Pinterest posts to craft the vibe of the resort online, so people would know what to expect and we could build anticipation Craft shareable content and blog posts so fans would share with their like-minded peers

15 R E S U L T S: ITZ'ANA +70% The majority of residences were under contract the summer before the grand opening, with plenty of leads in the pipeline. 14,000 Organically grown Facebook audience with consistent engagement rates well above 1% (that's good). We had huge success building a groundswell of support starting with the sister resort's existing fan base and building out from there. We generated 25+ real estate leads every month from Facebook ads, and not a day would go by without people messaging us demanding to know when they could make a reservation (in case you're wondering, the answer is fall 2017). This was my second project with this team and I look forward to working with them again on their future luxury hotel + residential developments.

16 K I T W H E L A N.COM T H A N K YOU! Questions? Get in touch. kit@kitwhelan.com