Ladera Report

M A R K E T I N G
P R O P O S A L
P r e p a r e d b y
H a l e y I a c u e l e
MARCH 2

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ABOUT
WEBSITE + LANDING PAGES
AUDIENCE
SITE GOALS
FUNNELS
HOW TO SET UP GOALS
FILTERS
WEDDING CAMPAIGN
UNDERSTANDING VISITORS
RECOMMENDATIONS
ADWORDS CAMPAIGN INTRO
GOALS & STRATEGIES
BUDGET
PERFORMANCE FORECASTS
RECOMMENDATIONS
PART II
PART ICONTENTS
TABLEOF

Ladera is a luxury resort located in St.
Lucia. It brags an eco-friendly design
as well as excellent staff.There is on-
site dining and even spas, so you never
have to leave the resort to have an
amazing vacation.
The resort caters especially well to
couples. They offer packages for
honeymoons, weddings, and even vow
renewals.
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ABOUT

W E B S I T E
E S T . 1 9 8 2
F U N C T I O N A L I T I E S + L A N D I N G P A G E S
G O A L S
-Inform visitors about
the resort
-Support brand image
-Encourage booking
C O R E
F U N C T I O N A L I T I E S
Booking
Newsletter signup
Special offers
Drive to other content
Customer service
L A N D I N G P A G E I N T E R E S T A R E A
http://www.ladera.com/
weddings.html
honeymoon-packages.html
anniversary-getaway.html
Busy Brides and Brides-To-Be
looking for a wedding venue with
convenient packages
Newlyweds and Happy Couples
ready to explore prices and
packages.
Older Couples with newfound free
time wanting some alone time in
an exotic location.
4

A U D I E N C E
E N G A G E D
C O U P L E S
N E W L Y W E D S
M I D D L E
A G E D
C O U P L E S
Engaged couple aged 23-35 already
looking for their honeymoon spot.
They are of Middle to Upper-Middle
class. They have budgeted for a luxury
resort and do not have children to
worry about.
-
Middle to Upper-Middle Class
newlyweds aged 23-35 who didn't go on
a honeymoon and are now ready to.
They do not yet have children and feel
now is a perfect time to go on a nice
vacation/ delayed honeymoon before
they have kids.
Upper-Middle/Upper Class couple aged
50-65 who hasn't been on a vacation in
years and wants to go somewhere nice.
Their kids are finally out of the
house and they are excited to go on a
luxurious vacation and rekindle the
romance.
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G O A L ST H E W H Y A N D T H E W H A T
IMPORTANCE OF GOALS
Setting up goals should be one of the first
parts of any Google Analytics campaign.
Goals are actions on the site that we have told
Google to track; They act as KPI's and help us
see where customers are most engaged.
M I C R O G O A L S
*Email signup
*Opens a social media link
*Checks availability
*5+ pageviews in one session
*5+ minutes on "Accommodations" page
M A C R O G O A L
Book a Room
In the case of Ladera, their biggest goal is for site
visitors to schedule a vacation and pay for a room.
However, there are many smaller goals that work
towards this main conversion, which brings us to...
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M A C R O - C O N V E R S I O N F U N N E L
T U R N M I C R O C O N V E R S I O N S I N T O M A C R O
C O N V E R S I O N S !
Macro-Conversion Funnels helps you determine if/where potential
customers are exiting the purchasing process. In this case, we want
users to book a stay at Ladera.
1. LANDING PAGE
2. SELECT DATES TO STAY
3. VIEW RATES
4. PAYMENT INFO
5. BOOK NOW
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HOW TO SET UP GOALS
IN ANALYTICS
1. Go to admin >All Website Data > Goals
2. Select a template (in this case Newsletter sign up)
3. Name the goal and select a type. This is the action or result that will prompt Analytics to record your
goal occurring. In this case we want "Destination".
4. Fill out the "Equals to" field with the page that displays upon completion of the goal. In this case it is
called "thankyou.html".
We'll use "Sign Up for Newsletter" for this example
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R E G I O N A L F I L T E R S
Ladera can also set up filters on Analytics so that the various regional sales managers (North
America, Europe, and South America) can see their own data separately and their superiors can
monitor their quotas.
1. Go to admin >All Website Data > Filters
2. Add New Filter > Custom > Include > Reigion > "Matches North America"
3. Create separate views and add each filter to its respective view
Because the output from the first filter in the list become the input for the next, it's
important to make 3 separate views so that each manager can see their own without it
being affected by others.
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W E D D I N G C A M P A I G N
Ladera should launch a Summer Getaway Wedding campaign targeting Engaged
Couples (specifically females aged 25-35 since generally the women will be doing
most of the wedding planning) showcasing the luxury of Ladera and emphasizing
it as a peaceful destination wedding venue that no one will forget.
P L A T F O R M S
L A N D I N G P A G E
https://www.ladera.com/weddings.html
Pinterest
Facebook
Adwords
U R L B U I L D E R
The Google Analytics URL Builder is an important tool because it enables you to tag campaigns so
that Analytics can then categorize traffic from the ads appropriately rather than lumping them in
with other data. This allows you to more effectively quantify your ROI and note which platforms
worked best for future campaigns.
https://www.ladera.com/weddings.html?
utm_source=Facebook&utm_medium=social&utm_campaign=Weddings
utm_source=Google&utm_medium=cpcl&utm_campaign=Weddings
utm_source=Pinterest&utm_medium=social&utm_campaign=Weddings
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U N D E R S T A N D I N G
V I S I T O R S
5 Key Metrics Ladera should monitor during the campaign...
LOCATION
It's important to know which geographic locations are most popular for Ladera and which
regions they can spend less money on for advertising. In addition, they can ensure that the site is
available in the language of any very popular locations.
AVERAGE PAGE DEPTH
This measures the number of pages viewed in one session on average. This is important
information for Ladera because, unlike a website where users are seeking one specific answer, it
shows higher engagement if users are browsing around the site. It would be strange for
someone to view one page and then commit to such a lavish vacation. Since visitors will be
spending a lot of time on the resort, they probably want to learn more about the restaurants,
activities, and different suites.
DEVICE TYPE
If a lot of users are viewing the site on mobile/tablet, Ladera should make sure that their site is
extremely mobile-friendly. Most people are probably not booking their wedding venue on
mobile, but they could be browsing in the line at the DMV and their experience needs to be
great!
BOUNCE RATE
Bounce Rate measures users who entered and left your site from the same page. For Ladera,
this is a bad thing because, as mentioned in the page depth, someone who's interested in the
resort would click around a bit and read about the various amenities and packages.
AVERAGE SESSION DURATION
In the case of Ladera, spending 10-15 minutes on the site isn't a bad thing. Choosing a
wedding/honeymoon/luxury vacation venue is a big deal and we can expect users to take their
time viewing multiple pages before booking.
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R E C O M M E N D A T I O N S
After evaluating the main audience Ladera should be catering to, I believe a
campaign focusing on weddings and utilized across various platforms will be
immensely beneficial and gain a lot of traction.
I recommend implementing this campaign immediately.
In addition, Ladera could benefit from investing in AdWords. The objective of this
campaign would be to drive more traffic to the Ladera website via the Google
Display Network, which includes any Google forum on which you've seen ads
(Youtube, Search Results, Gmail, etc.). In Part II, we will go over additions to the
campaign that would be beneficial.
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C A M P A I G N I N T R O D U C T I O N
C O M P E T I T O R S
U N I Q U E V A L U E P R O P O S I T I O N
Unparalleled Beauty
Heritage
Eco-Friendly Values
Discount Packages
O V E R A L L G O A L S
A U D I E N C E
The aforementioned target audience (pg 4) can be summarized as follows:
Engaged Couples of Middle to Upper Middle class aged 23-35 with no children searching for
a wedding or honeymoon location.
Newlyweds of Middle to Upper Middle class aged 23-35 who do not yet have children and are now
financially prepared to go on their dream honeymoon before they have kids to worry about.
Middle Age Couples of Upper Middle to Upper class aged 50-65 whose children have finally left
the home. They're ready to go on a nice vacation alone and rekindle the romance. May be
interested in renewing vows.
Ladera should consider any luxury 5-star resort in the Caribbean that emphasizes weddings and
honeymoons as competition. The similarly located results with similar price points and ratings
include Jade Mountain Resort, Sugar Beach, and the Marigot Bay Resort.
This campaign will emphasize Ladera as the perfect getaway for couples in multiple situations. The
campaign will run from January to March to capitalize on prime wedding, honeymoon, and vacation
season in the summer. It will target adult women, as they are primarily the ones making decisions
about romantic getaways. The total budget will be $21,000 allocated over the three months.
This campaign will align with Ladera's overall marketing objectives. Ladera's main source of customers is
couples. They push honeymoons, weddings, and anniversary trips.
This campaign will drive traffic to these three major landing pages and also increase awareness for
potential customers.
1 4

INTIMATE
DESTINATION
WEDDING
HONEYMOON
GETAWAY
ROMANTIC
VACATION
GOALS & STRATEGIES
The primary goal of this campaign will be to achieve a 30% increase in reservations for the year.
The secondary goal will be to see an increase in the aforementioned micro-conversions, primarily social
media engagement and Newsletter Signups.
There will be three campaigns focusing on the 3 primary functions and audiences of Ladera and each
campaign will have specific keywords to optimize a targeted audience:
BROAD "EXACT" [PHRASE] -NEGATIVE
Divorce
Budget
DIY Wedding
Savings
Kid-Friendly
Resort Wedding Packages
5-Star Venue
Intimate Venue
Caribbean Photographer
Small Gathering
Elope
Unforgettable
Formal
Tropical
Wedding
Destination
Beach
All-Inclusive
Eco-Friendly
Included
Intimate
Bridal
Wed
Cheap
Breakups
Road Trip
Family Fun
Girl's Trip
Discount Package
Bride and Groom
Beautiful Photos
Popular Honeymoons
Happy Newlyweds
St Lucia Honeymoon
Honeymoon
Newlyweds
Romantic
Adventure
Spa
Luxury
Ocean
Scenic
Getaway
Escape
Relax
Chill
Honeymooners
Annulment
Spring Break
Thrills
Staycation
Wedding
Honeymoon
Caribbean Vacation
Luxury Vacation
Vow Renewal
Older Couple Vacation
Empty-Nesters
Calm Resorts
Once in a Lifetime
Renew
Rekindle
Surprise
Mature
Relaxing
Vacation
UNESCO
Heritage
Anniversary
Exotic
Sights
Tropical
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B U D G E T
The budget for this campaign will be $21,000 in total spread across 3 months. Each campaign
will get an equal portion of the budget but spending will increase in the final month. This is
because by March we should have a good idea of which ads and keywords are most effective
and be able to do a final advertising push to get last minute bookings. Most people booking a
luxury vacation like Ladera will have made the plans by the end of March in order to travel in the
summer. In addition, the ads will...
Target women aged 20-60
Target United States and Canada
English-speakers
Be mobile compatible
Run on Search Network Only
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PERFORMANCE FORECASTS
TOTAL RETURN ON AD INVESTMENT
Ladera's primary AdWords goal is to generate more room bookings for the summer. An average
projected click-through-rate of 9.2% at an average cost-per-click of $1.06 should generate 7,177
impressions and 662 clicks to the website.
To calculate the Return on Ad Investment we will assume that of the 660 people predicted to click
through to the site, 5% will book a room. This brings the predicted conversions to 33.
The cost of staying for a week at Ladera is $8400, bringing the total revenue from this campaign to
$277,200.
Thus, the ROI is 12.20%
JANUARYFEBRUARYMARCH
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FINAL RECOMMENDATIONS
The overall macro goal of this campaign was to increase bookings of
Ladera, particularly by couples over the summer. The campaign would
also aid in completing micro goals, such as newsletter signups.
Assuming Ladera is able to accommodate the extra guests, they should
implement the campaign. It is predicted to have a positive ROI and
increase website traffic greatly. Ladera can also assume revenue reaching
beyond the 3 months because some people will likely be browsing for
honeymoon, wedding, and anniversary resorts even farther in advance
and will keep Ladera in mind.

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