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Marketing Piece Entry
Black Diamond Group
Date of Initial Distribution:
- Specific Medium Used
- Target Audience
Customers who require accommodations in remote areas and lodge owners who want to fill their beds.
An Agile Development phased approach was used. Leveraging industry standards and modern frameworks.
- Message to be Communicated
LodgeLink makes booking workforce accommodations to remote regions both easy and flexible.
Internet, promoted on LinkedIn, URL on all corporate print materials, and internal communications.
- Entry Objective
LodgeLink is an online booking tool with the goal to connect workers with available accommodations near remote projects. To ensure the best user experience, we have been phasing in new features: 1) Ability to turn different layers on and off on the map to show nearby points of interest so people can pick the best lodging option. 2) Ability to search by LSD, NTS, or specific lodge name. The map can be filtered with details to show roads in remote areas. Turn by turn directions from anywhere you are to any lodge. 3) Ability to process credit card payment or purchase order for individual or bulk bookings. 4) Ability to allow lodge owners to market excess capacity by changing their inventory and availability on the go with login. 5) Ability to handle different booking scenarios – multiple occupancy with one or more guests, multiple rooms from the same lodge and industry first non-continuous bookings when a guest needs to leave the lodge in between days.
- Effect on Sales, Visits, or Inquiries
Our integrated marketing campaign both online and offline to announce the launch of the new website resulted in LinkedIn followers increasing by 1,300% after the first six months. Since June 2017, six months after launch, online booking / sales have increased by 428% and customer sign up increased by 125%. Mobile sessions increased by 7% from Q2 to Q3 2017, averaging 61% of overall traffic, which is a huge number for an ecommerce site with the site giving the users flexibility to browse or book on the go. In the first six months since inception, total traffic 9,805 (unique visits: 6785) with 16,886 page views. In the six months of running the Google Ads campaign our conversion rate of receiving phone calls from the ads is 3.66%, which translates to 150 ‘people’ calls on our toll free number.