Launched in 2013, Get Up and Ride is a Brooklyn based bike tour company that highlights off the beaten path sites & provides an insider perspective into what's cool in some of New York's hottest neighborhoods. Enrolled in a 10wk General Assembly digital marketing course, I had the pleasure of getting to know, plus the opportunity to advise, the GUAR team on how they might amplify their message online to achieve a greater number of tour booking conversions through their e-commerce site, as they were not meeting revenue goals. Step 1 –review analytics critical to insights around their current status. We discovered: a] all users were tourists same as the users of their primary competitors’. b] visitors were coming thru Trip Advisor & Viator for the most part. c] their site got the most traffic at the beginning of the week d] their online sales platform was not able to capture analytic data plus it took the user completely out of the GUAR website entirely. d] they did have their website analytics set up to track events, which coupled with the lack of info from sales engine severely limited ability to monitor visitor behavior. Step 2 –identify goals & opportunities. Primary goal: increase online traffic on website plus increase sales. Primary opportunity: we realized that since these were really unique excursions, in addition to tourists, GUAR might try messaging to the 9 million resident NYers living right in their backyard. Step 3 –formulate comprehensive strategy based on current revenue, expenses, tours booked & number of customers along with learnings from Step 1/2. This included: a] identifying ‘events’ to be monitored by website analytics such as Book Now button, Gift this Tour button, eNewsletter Sign Up button b] identifying KPIs to be monitored for relevant long term insights as few of which were visitors vs unique visitors, clicks vs actual purchase, primary purchase channel & purchases. c] develop a budget for Facebook Ad campaign, after extensive Key Word research, that targets resident NYers by interests such as Brunch, Yoga, Family, Graffiti/Street Art. We also recommended AdRoll for re-targeting ads. To be specific: 1 ad/product, targeted to consumers who's interests relate to the tour, tagged in order to track traffic & conversion rate, directing traffic to the specific tour page on the site. Currently, Get Up and Ride is ranked #1 on Trip Advisor's list of activities in Brooklyn and is planning to open a second HQ, operating tours out of Washington, DC by September 2019.

2. current!
insight!
strategy!
!

4. unique experiences, !
local perspectives, !
personal interaction
& real adventure
providing

9. LOVE WORDS
niche
explore
authentic
culture
experience
fun
local
artsy
Vice Gothamist
Yelp
PS/1 MOMA Tribeca Film FestivalApple

10. packaged
predictable
tourists
Louis Vuitton
mainstream
static
Microsoft
pretentious
Disneyland
Kardashians
HATE WORDS

14. what’s important to discover !
about this current customer !
base?
so --

15. 95% tourists

16. communications

19. !
insight!

20. 8.37 million NYers

22. • Focus on shorter tours, 2.5 hrs ($39-49)
• Tours only available on Mondays and
Tuesdays
• Visit main stream attractions .
• No paid search identified.
Experiences and spots
that are new to tourists
Experiences and spots
that are new to tourists
& N Yers
• Focus on food centered tour
options (on the beaten path, more
traditional)
• 75 per tour (most tours)
• Paid search identified
• Different types of original Brooklyn
tours
• Pioneer & market leader
• 80$ per tour
• No paid search yet
45 fans
30 followers
202 fans
16 subscri bers
1000+ likes
79 ppl366 followers
392 followers
experiences & stops that
are new to tourists
experiences & stops that are
new to tourists + NYers

23. how does this insight
impact communications?
the strategy? the brand?
so --

24. For visitors to the city or any of the 8 million+ New
Yorkers, who have an appetite for an off the beaten path
urban adventure full of hidden gems, GUAR is a bike tour
run by Brooklyn insiders.
Unlike Brooklyn Bike Tours & Bikelyn, GUAR feels the
best way to see the city is through the eyes of an uber
cool friend; their licensed guides are often artists or
musicians that live in the neighborhoods you ride
through.
While exploring the food, local art & culture that makes
Brooklyn the go to spot in NY, you also learn insights only
a local would know.
positioning

25. goals

26. NYers
increase qualified
visits
main goals
increase
sales

27. offsite ecommerce
homepage tour details
>
cart

28. event tracking
Book Now (button)
Gift this Tour (button)
E newsletter Sign Up

29. !
strategy!
!

30. analytics: visits 2013

31. analytics: average visits/week day 2013
Visits to the
site are higher
in the
beginning of
the week.

32. 2013 totals
1122 guest
186 tours
26% profit
$xx,xxx.xx revenue
$xx,xxx.xx expenses

33. KPIs

34. KPIs
visits
conversion rate (ad/channel)
purchase intent (buy/gift)
purchases

35. visits
– track # of visitors vs unique visitors to site
– monitor FB ads intended to raise awareness & drive site traffic
– monitor visits from each unique FB campaign
conversion
rate
(ad/channel)
– monitor purchases/visits vs purchases/per channel
– identifying primary purchase channel(s) brings focus to mktg strategy
Purchase
intent
(buy/gi7)
– monitor purchase button clicks vs actual purchases
Purchases
– number of actual purchases, (2013)
– monitor expected increases over 2014 season, due to marketing efforts
KPIs

36. For GUAR, how much is one
visit worth?

37. 2013 numbers
1.5%
x
$278.3
= $4.24
conversion
rate
average
order value value generated
per visit
TOTAL # CONVERSIONS
TOTAL # VISITS TO SITE
322.5
21192
=
1.5%
AVERAGE ORDER
VALUE
1.7 TICKETS PER CONVERSION X $80 =
$278.3
CONVERSION
RATE
=
=

38. $4.24Maximum Bid for
100% ROI
278.3
2 = $2.12
2013 numbers

39. communication!
strategy

40. brunch yoga
(If New Yorkers are seeking experiences, !
they need to find the one that they identify the most with)
family street art
1
2
3
4
campaign pillars
TARGETING BY INTEREST = RELEVANCE/ENGAGEMENT

41. awareness
searchretargeting
1
2
3
buy
awareness to purchase loop

42. awareness
searchretargeting
2
3
buy
awareness to purchase loop
1

43. most
popular
social
network
targeting
per
interest
measuring
by ad/
interest
groups
engagement
awareness
> > >

44. 4 facebook campaigns
brunch yoga family street art
1
2
3
4
1 ad/product
Targeted to consumers who's interests relate to the tour
Tagged in order to track traffic & conversion rate
Directing traffic to the specific tour page on the site
1
2
3
4
awareness

45. 1
brunch
awareness

46. 2
yoga
awareness

47. 2
family
3
awareness

48. street art
4
awareness

49. Facebook ads can be a major
source of consumer information.
Testing the call to action, copy &
landing page can be very
insightful.
e.g. Testing the call to action button
X
A/B Testing
awareness

50. awareness
searchretargeting
1
2
3
buy
awareness to purchase loop
2
How do we insure people!
will find us later after !
seeing our ad?

51. Using paid search to
guarantee customers find
GUAR after impact of FB
campaign.
RESPONSIVE x AWARENESS
Using paid search as a
first contact with client.
relevance
Focused Broad
investment
bounce rate
investment
relevance
conversion potential
bounce rate
conversion potential
search strategy

52. brunch yoga family street art
1
2
3
4
Facebook ads feature keywords
for driving later search
search strategy
learning signals cues for modifying on site copy

53. 53
"Brooklyn bike tour"" "brooklyn brunch tour"" "brunch tours brooklyn""
"Brooklyn bike tours"" "brooklyn brunch tours"" "brooklyn bike brunch""
"tour Brooklyn bike"" "brunch brooklyn tours"" "brooklyn brunch bike""
"tours Brooklyn bike"" "brunch brooklyn tour"" "bike brooklyn brunch""
"Bike tour brooklyn"" "tour brooklyn brunch"" "bike brunch brooklyn""
"Bike tours brooklyn"" "tours brooklyn brunch"" "brooklyn food bike""
"Brooklyn bike bunch tour"" "tour brunch broooklyn"" "bike brooklyn food""
"Brooklyn bike bunch tours"" "tours brunch brooklyn"" "food bike brooklyn""
-
"
"brunch tour brooklyn"" "bike food brooklyn""
"Brooklyn bike tour""
"Brooklyn bike bunch tour""
"brooklyn brunch tour""
"brooklyn bike brunch""
"brooklyn food bike""
Exact
Modified
1
KEYWORDS
search strategy
brunch

54. 54
Exact phrases
Modified Broad
1
KEYWORDS
"Brooklyn bike tour"" "brooklyn children tour""
"brooklyn family bike tour"" "brooklyn bike children""
"brooklyn family tour"" "brooklyn kids tour""
"brooklyn bike family"" "brooklyn bike kids""
2
"Brooklyn bike tour"" "yoga brooklyn tour" " "bike brooklyn yoga"" "tour rooftop brooklyn""
"Brooklyn bike tours"" "yoga brooklyn tours" " "bike yoga bike"" "tours rooftop brooklyn""
"tour Brooklyn bike" "tour brooklyn yoga""
"brooklyn rooftop bike
tour""
"rooftop tour brooklyn""
"tours Brooklyn bike" "tours brooklyn yoga""
"brooklyn rooftop bike
tours""
"rooftop tours brooklyn""
"Bike tour brooklyn"" "tour yoga brooklyn"" "brooklyn rooftop tour"" "brooklyn bike rooftop""
"Bike tours brooklyn"" "tours yoga brooklyn"" "brooklyn rooftop tours"" "brooklyn rooftop bike""
"brooklyn yoga bike tour""
"yoga
tour
brooklyn""roo7op
brooklyn
tour"
"bike
brooklyn
roo7op""brooklyn
yoga
bike
tours""
"yoga tours
brooklyn""rooftop
brooklyn tours" "bike
rooftop bike""brooklyn
yoga tour""
"brooklyn bike yoga"" "tour brooklyn rooftop""
"brooklyn yoga tours"" "brooklyn yoga bike"" "tours brooklyn rooftop""
search strategy
yoga

55. 55
Exact phrases
Modified Broad
1
KEYWORDS
"Brooklyn bike
tour""
"family brooklyn
tour" "
"bike brooklyn
family""
"children tour
brooklyn""
"tour brooklyn
kids""
"Brooklyn bike
tours""
"family brooklyn
tours" "
"bike family
brooklyn""
"children tours
brooklyn""
"tours brooklyn
kids""
"tour Brooklyn bike"
"tour brooklyn
family""
"brooklyn children
tour""
"brooklyn bike
children""
"tour kids
brooklyn""
"tours Brooklyn
bike"
"tours brooklyn
family""
"brooklyn children
tours""
"brooklyn children
bike""
"tours kids
brooklyn""
"Bike tour
brooklyn""
"tour family
brooklyn""
"children brooklyn
tour" "
"bike brooklyn
children""
"kids tour
brooklyn""
"Bike tours
brooklyn""
"tours family
brooklyn""
"children brooklyn
tours" "
"bike children bike""
"kids tours
brooklyn""
"brooklyn family
bike tour""
"family tour
brooklyn""
"tour brooklyn
children""
"brooklyn kids
tour""
"brooklyn bike
kids""
"brooklyn family
bike tours""
"family tours
brooklyn""
"tours brooklyn
children""
"brooklyn kids
tours""
"brooklyn kids
bike""
"brooklyn family
tour""
"brooklyn bike
family""
"tour children
brooklyn""
"kids brooklyn
tour" "
"bike brooklyn
kids""
"brooklyn family
tours""
"brooklyn family
bike""
"tours children
brooklyn""
"kids brooklyn
tours" "
"Brooklyn bike tour"" "brooklyn children tour""
"brooklyn family bike tour"" "brooklyn bike children""
"brooklyn family tour"" "brooklyn kids tour""
"brooklyn bike family"" "brooklyn bike kids""
2
3
search strategy
family

56. 56
Exact phrases
Modified Broad
1
KEYWORDS
2
"Brooklyn bike
tour""
"art brooklyn
tour" "
"bike brooklyn
art""
"tour pulse
brooklyn""
"brooklyn
street art tour""
"brooklyn bike
street art""
"tour brooklyn
street graffiti""
"brooklyn
street culture
bike tour""
"street culture
tour brooklyn""
"Brooklyn bike
tours""
"art brooklyn
tours" " "bike art bike"" "tours pulse
brooklyn""
"brooklyn
street art
tours""
"brooklyn
street art bike""
"tours brooklyn
street graffiti""
"brooklyn
street culture
bike tours""
"street culture
tours brooklyn""
"tour Brooklyn
bike"
"tour brooklyn
art""
"brooklyn pulse
bike tour""
"pulse tour
brooklyn""
"street art
brooklyn tour" "
"bike brooklyn
street art""
"tour street
graffiti
brooklyn""
"brooklyn
street culture
tour""
"brooklyn bike
street culture""
"tours Brooklyn
bike"
"tours brooklyn
art""
"brooklyn pulse
bike tours""
"pulse tours
brooklyn""
"street art
brooklyn tours""
"bike street art
bike""
"tours street
graffiti
brooklyn""
"brooklyn
street culture
tours""
"brooklyn
street culture
bike""
"Bike tour
brooklyn""
"tour art
brooklyn""
"brooklyn pulse
tour""
"brooklyn bike
pulse""
"tour brooklyn
street art""
"brooklyn
street graffiti
bike tour""
"street graffiti
tour brooklyn""
"street culture
brooklyn tour" "
"bike brooklyn
street culture""
"Bike tours
brooklyn""
"tours art
brooklyn""
"brooklyn pulse
tours""
"brooklyn pulse
bike""
"tours brooklyn
street art""
"brooklyn
street graffiti
bike tours""
"street graffiti
tours brooklyn""
"street culture
brooklyn tours""
"bike street
culture bike""
"brooklyn art
bike tour""
"art tour
brooklyn""
"pulse brooklyn
tour" "
"bike brooklyn
pulse""
"tour street art
brooklyn""
"brooklyn
street graffiti
tour""
"brooklyn bike
street graffiti"" "tour brooklyn street culture""
"brooklyn art
bike tours""
"art tours
brooklyn""
"pulse brooklyn
tours" "
"bike pulse
bike""
"tours street
art brooklyn""
"brooklyn
street graffiti
tours""
"brooklyn
street graffiti
bike""
"tours brooklyn street culture""
"brooklyn art
tour""
"brooklyn bike
art""
"tour brooklyn
pulse""
"brooklyn
street art bike
tour""
"street art tour
brooklyn""
"street graffiti
brooklyn tour" "
"bike brooklyn
street graffiti"" "tour street culture brooklyn""
"brooklyn art
tours""
"brooklyn art
bike""
"tours brooklyn
pulse""
"brooklyn
street art bike
tours""
"street art
tours brooklyn""
"street graffiti
brooklyn tours""
"bike street
graffiti bike"" "tours street culture brooklyn""
"Brooklyn bike tour"" "brooklyn street art tour""
"brooklyn art bike tour"" "brooklyn bike street art""
"brooklyn art tour"" "brooklyn street graffiti bike tour""
"brooklyn bike art"" "brooklyn street graffiti tour""
"brooklyn pulse bike tour""
"brooklyn bike street graffiti""brooklyn pulse tour"" "brooklyn street culture bike tour""
"brooklyn bike pulse"" "brooklyn street culture tour""
"brooklyn
street
art
bike
tour"
"brooklyn
bike
street
culture"
4
search strategy
street art

57. Opportunity!
1st in paid
1st in organic
GUAR shows 1st in organic search,
which indicates a high quality score.
Therefore, it should have a
competitive bid advantage against
Brooklyn Bike Tours.
search strategy
>
>

58. KEYWORD"
AVG. MONTHLY
SEARCHES"
COMPETITION" SUGGESTED BID"
BROOKLYN FOOD TOUR" 70" MEDIUM" $1.49"
TOURS IN BROOKLYN" 10" MEDIUM" -"
BIKE TOURS BROOKLYN" 10" HIGH" -"
TOUR OF BROOKLYN" 20" MEDIUM" $0.97"
BROOKLYN BIKE TOUR" 90" LOW" -"
Keyword Planner for BBT
search strategy
Opportunity!
Guerilla search strategy:
Outbid a direct competitor’s
keywords & take their traffic.

59. awareness
searchretargeting
1
2
3
buy
awareness to purchase loop
3
2

60. Customers have awareness of GUAR through
FB Ads + website
If they were interested --but didn’t finish a purchase
--that’s where AdRoll comes in
We create ads with AdRoll’s templates
AdRoll reminds customers about the brand online
--FB, Google, Yahoo
Objective to increase ROI
retargeting

61. summary

62. summary
Insight: target NYers as a growth opportunity
Objective: increase visits + conversions
Strategy: Facebook awareness campaign focused on 3 interest
pillars, supported by search + retargeting plan
KPIs to measure: visits, conversion rate (ad/channel), buy + gift tour
buttons, conversions + revenue

63. extended strategy!
!

64. Continue messaging to broaden appeal to natives
-testing if GUAR can own ‘the New Yorkers choice award’ for a weekend activity!
-price point validity
Clarify
brand
personality
+
communicaEons
on
Social
PlaGorms
-should they be on all the ones they currently are on?
3
month
Facebook
Campaign
strategy:
further
learning/promoEng
awareness
Modify
site
copy
to
reflect
any
learning
from
campaigns
Evaluate
if
GISO
is
an
obstacle
for
evaluaEng
data
Ally with like-spirited brands to foster enhanced brand dimension + increased
exposure
extended strategy

65. current!
insight!
strategy!

66. current!
insight!
strategy!
!