1. Weber’s Inn Full Digital Strategy
Sara Steptoe

2. Introduction
• Weber’s Inn is a deluxe, full-service
hotel, restaurant, and banquet &
conference facility
• A top Michigan hotel
• Digital strategy to focus on Weber’s Inn
as an ideal place to hold a beautiful fall
wedding reception

3. Target Audience
• Highly targeted to:
– Women
– Ages 24-34*
– Residing in Michigan
*29 is the average age of brides
(www.xogroupinc.com)

4. Key Performance Indicators
• Goal 1: Increase revenue from wedding
receptions by 10%
• Goal 2: Increase requests for
information about wedding receptions
by 20%
• Goal 3: Increase web traffic to Weber’s
Inn wedding webpage by 25%

5. Tools & Tactics
• Google AdWords
– $8,000 over 8 months
– Bid on 25 different keywords and phrases
• Examples:
– Webers wedding
– Webbers wedding
– Weddings in Michigan
– Michigan weddings
– Fall weddings
– Fall Michigan weddings
– Michigan wedding receptions

6. Tools & Tactics
• Facebook Advertising
– $800 budget over 8 months
– Target specific Facebook users in Michigan:
• Women
• Ages 24-34
• Status described as “engaged” or “in a relationship”
– Targeted budget would allow for
approximately 700 click-throughs from a
highly-targeted audience to Weber’s Inn
wedding webpage

7. Tools & Tactics
• Google AdSense
– $4,000 of budget over 8 months
– Allows Google-affiliated websites to host
ads
– Target ads for wedding planning blogs,
wedding planning websites, and Michigan
event planning websites

8. Tools & Tactics
• Remarketing
– $4,000 budget over 8 months
– Cookie dropped onto computers that visit
the Weber’s Inn wedding webpage but don’t
fill out a request for information form
– Ad on Weber’s Inn weddings served up to
them at a later time

9. Tools & Tactics
• Banner Ads
– $8,000 budget over 8 months
– Feature Weber’s Inn as a wedding reception
venue
– Placed on two popular wedding websites:
www.theknot.com and
www.weddingchannel.com
– Both websites require registration to access
the full website, thus only the qualified
target audience will view the banner ads

10. Timeline
• Ad period is July through February (8
months)
• Average engagement in the U.S. lasts 14
months
– For a fall wedding, advertising July through
February 2013 would allow for bookings for
fall 2013

11. Budget
• Google AdWords $8,000
• Facebook Advertising $800
• Google AdSense $4,000
• Remarketing $4,000
• Banner Ads $8,000
• Agency Fee* $8,000
• Total Budget $32,800
• *includes strategy, planning, creative, graphic design,
implementation, tracking, management, and reporting

12. Summary
While Weber’s Inn is already a popular
venue for wedding receptions in
Michigan, this digital strategy will help
increase awareness, requests for
information, web traffic, and revenue.