2. The Resort at Paws Up
Challenges:
• Remote Location
• Price
• Nature of Industry
• Time
Goals:
• Increase client-consumer interaction
• Integrate social media platforms
• Improve overall brand health
3. Build Up, Not Out
• Paws Up has a strong digital foundation:
• Utilize a variety of platforms
• Slowly increasing digital capital
• Focus on cultivation rather than creation
(quality vs. quantity)
• Strategically implement small changes to see
big results
4. Listening to Talk Back
• Consumer-driven industry (should also be
translated into your digital efforts)
• Your audience will tell you what the want, need,
and feel. It’s your job to listen and respond.
• Effective monitorization will essential to the
strategy’s success
5. Marketing Strategy
• Mini-campaigns geared toward highly focused
audience segments (families, couples, fisherman,
foodies, businesses)
• The location speaks for itself; Paws Up just needs
to strategically promote it
• Enhance what’s started, make it richer and more
focused
6. Website & Blog
• Great content and copy writing, but needs richer,
more dynamic design
• Keep website full of mostly static, essential
information (location, services, employees)
• Blog should be continually updated and feature a
variety of media (text, photography, video)
• Always remember SEO practices
7. Social Media
• Be genuine
• Monitorization is key to success
• Let consumer mostly drive content
• Create engaging content around special events,
specials, contests, and interesting happenings
• Platform integration to ensure dynamic content
8. Google AdWords
• Get new fans by crafting creative, specialized campaigns (custom
copywriting, landing pages)
• Be findable — don’t make consumers search high and low for you
• Words to buy:
• “Glamping”
• “American safari”
• “Montana vacation”
• “Luxury Guest Ranch”
• Each ad should have call-to-action
9. Metrics of Success
• Google Analytics
• Check reports often to stay alert to what’s
working and what isn’t. Adaptation is key.
• Monitor Facebook & Twitter through likes,
followers, and official hashtags
• Monthly newsletter (ow.ly reports & subscriptions)
10. Budget
• $10,000 - $20,000
• Website & Blog redesign will be most costly
• Train current staff to become social media
masters
• See full results in 6 months after implementation
