Our key performance indicators included increased site traffic, requests for golf guides, ad impressions, clicks and click-through-rate, email sign-ups and cost per lead, as well as site-side analytics, such as time on site, new visitors and pages per session.
Pre-pandemic, we were all about drivability and affordability. Today, we market Santee as a place you can safely stay and play.
We’re letting our audience in on ‘the secret a little birdie told us’ - that the best value in golf is closer than they think. Rooted in targeted, efficient reach, the campaign increased awareness and consideration of Santee as a vacation destination.
Through native ads, display retargeting, sponsored e-newsletters, paid social media and paid search, we intercepted would-be vacationers during their online research, while lead generation helped refine our audience across all tactics.
Our target audiences had always been those within the drive market, and with golf – and the natural social distancing it provides – being Santee’s main draw, we kept that at the forefront, while also highlighting that accommodations and restaurants are committed to an even higher level of safety and sanitization.
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