The Brief
- Raise awareness of the holiday home ownership opportunities on-site and online.
- Create a full marketing mix of materials to support their goal and increase brand awareness, from point-of-sale right through to legal paperwork.
- Ensure the family-focused values shone through all that we did – having been established in 1964
- Build digital campaigns to drive more qualified leads
The solution
Create a glossy 20-page brochure that explained the benefits of holiday home ownership, with supporting seasonal marketing campaigns, both onsite and online, promoting holiday home ownership offers by utilising leaflets, posters, and signage, as well as organic social advertising.
To further increase awareness, we created an up-to-date Sales Office video to be played on loop within reception, along with a Sales Presentation book that passersby could leaf through, and a range of Estate Agent leaflets showcasing available units were stationed around the Park.
Google Ads
- Set up a Google Ads account and launched three targeted search campaigns.
- Created compelling ad copy to attract interested buyers.
- Experimented with automated bidding models to maximise leads in real time
- Managed and optimised the account monthly, providing detailed reports to track performance and make needed adjustments.
Meta Ads
- Set up a Meta ads account and launched targeted campaigns.
- Created compelling video and image creative for highly appealing ads.
- Developed and refined audience strategy with custom and lookalike audiences.
The Result
The overhaul of the caravan sales and marketing not only increased on-site opportunities driving more holidaymaker sales and part exchange. The increased online activity drove more high intent leads to the sales team, which were managed through o sale seamlessly through HubSpot
As a result, not only did Richmond grow their ownership community, but they have all the necessary tools required to build stronger relationships with new potential customers.
