The Rusty Parrot Lodge & Spa is a Four star, Four diamond resort property located just two blocks from Town Square in Jackson, Wyoming's, downtown area. This 31-room full-service property offers lavish accommodations, spa services and fine dining. While this lodge attracts skiers looking for the best in boutique lodging, there is much more to Jackson Hole than skiing. Award-winning restaurants, as well as world class fishing, rafting, shopping, art galleries and much more can be found within close proximity to the Rusty Parrot Lodge & Spa.
GOALSIn 2005, Rusty Parrot Lodge & Spa became more aggressive with its online marketing and upgraded to Blizzard Internet Marketing, Inc's Comprehensive Promotion Plan, which includes Blizzard's tracking and analytics system. By upgrading its services, Rusty Parrot planned to increase website revenue by implementing a comprehensive set of online promotion techniques.
STRATEGY Through the guidance of Blizzard's dedicated Senior Account Manager a plan was created and implemented to meet the specific goals set forth by the Rusty Parrot Lodge & Spa. This includes:
CONTINUOUS SEARCH ENGINE OPTIMIZATION Benefit ~ Continuously improving results and rankings. Blizzard focused on terms that drove up actual online bookings. Visitors from organic search engines (mostly Google) increased 65% from 2005 to 2006.
BLOGGING /Benefit ~ Blogging allows Rusty Parrot staff, guests and the local community to easily create and manage authentic content. By entering the Blogosphere, Rusty Parrot created a community, increased traffic, increased conversions and received better search engine results.
LOCAL SEARCH OPTIMIZATION - BLIZZARD LOCALBenefit ~ Local Search offers hundreds of qualified visitors per month who are looking for "localized" information. Local search offered Rusty Parrot a huge competitive advantage: most competitors have not implemented an effective local search strategy.
CONTENT BUILDINGBenefit ~ Fresh and relevant content creates additional search engine traffic and attracts qualified visitors. Blizzard added over 50 content rich pages to rustyparrot.com.
PAY PER CLICK ADVERTISINGBenefit ~ A great way to get Targeted Traffic. PPC's allow you to bid a dollar amount on the specific keywords people search for to find YOUR property. For every $100 spent in PPC advertising during December of 2006, Rusty Parrot enjoyed $600 in direct online bookings and an additional 18 phone calls.
BLIZZARD TRACKING Benefit ~ Blizzard's sophisticated web-based ROI Tracker allows the Promotion Account Manger to look at statistics from the website throughout the year to help manage the Promotion campaign. The tracker allowed Rusty Parrot to track actual revenue made from the various promotion efforts. Along with this service, Call Tracking was also implemented to get a better understanding of how many phone calls were generated by the website, and where improvements could be made in the reservation process.
MISCELLANEOUS SERVICESPersonal Site Visit, Niche Marketing (golf, rafting, skiing, dog sledding, etc.), Website Hosting, Spam and Virus Filtering, Website updates and Maintenance, Online Press Releases, Email Marketing, regular Reporting and Consultation.RESULTSBecause of the strategies and the ROI tracker, it was easy to see positive results. The forward thinking and hard work of the team led to the following results:
Online Unique Visitors increased 22.2%
Online Bookings increased 34%
Online Average Daily Rate increased 15%
Online Revenue increased 54%
Even though unique visitors increased only about 22%, Online Revenue jumped an amazing 54%! What this means is through Blizzard's Promotion efforts, more qualified traffic was driven to the website which was more likely to result in a room reservation.
Additionally, the implementation of Call Tracking, a service most web-marketing firms may not think of as a "value added" item, also helped improve revenue for the client. Blizzard used Call tracking to show the Rusty Parrot that potential guests were being lost even before they got through to someone on the phone. Example Upon implementing the call tracking system in October 2006, Management was able to train and schedule staff more effectively, reducing the no answer rate to 1% or less in the following three consecutive months.Not only is call tracking helping to train employees, it is also showing that the website is generating an average of 300 calls per month.
WHAT'S NEXT FOR THE RUSTY PARROT LODGE & SPA?Rusty Parrot Lodge & Spa is continuing to think toward the future of Internet Marketing. Along with the Comprehensive Promotion Plan for 2007, it has also decided to take the next step, and dive into the social Internet. To achieve success on the social Internet, the Rusty Parrot Lodge & Spa has signed up for our Blizzard Live Program. To kick things off, a dedicated Account Manager will visit the property and surrounding attractions to gain an expert understanding of the area. Blizzard Live then introduces our client and its product to the relationships we have developed on various sites, as well as create a Blog on its website for its product and community. The Blizzard Live Account Manager will assist in adding content to the Blog and help to encourage the client's customers, staff and community to contribute to this great local resource and share their experiences. This will result in increased online exposure with higher tr affic, strengthen brand recognition and to help develop relationships in the community with free online resources.
CONCLUSIONThe first year for the Rusty Parrot Lodge & Spa as a Comprehensive client was a success. Through the efforts of the Rusty Parrot and Blizzard, it has achieved a web presence which cannot be matched by its competitors.
ABOUT BLIZZARD INTERNET MARKETING, INC.Blizzard Internet Marketing, Inc. is the leading provider of Internet marketing services to the hospitality industry. Our proactive team-based and personalized account management services include website design, promotion, statistical tracking, web hosting, Search Engine Optimization (SEO), link building and direct email marketing. Blizzard has more than 1,500 clients using our Internet marketing solutions. We focus on designing websites that perform well in search engines, excel in usability and facilitate a purchasing action resulting in increased online purchases and revenue for our clients.
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