CASE STUDY - WESTERN DESTINATIONS

Market Research: We were tasked with conducting a SWOT analysis on Western Destinations properties, including properties in Utah, three in Arizona, two in California, and one in Las Vegas as well as the subsidiary company, W.O.W. Entertainment in conjunction with Dick Clark Productions and Arizona Banquets and Events. The entities represent approx. $25 million in annual sales. Strengths, weaknesses, opportunities and threats were identified per property including sales volume, competition, current sales demographics, and potential sales demographics.

Marketing Strategy: The goal of the corporation is growth. Research identified which properties could immediately benefit from marketing services, and prioritized the properties by projected revenue growth. As a result, the first property identified to provide marketing services for was Rawhide, a unique Western town and event center on the outskirts of the Phoenix metro area. Additional marketing research was conducted for Rawhide, with a particular focus on the Phoenix metro area.

Services Provided: Marketing consultation, research, strategy, traditional media planning and buying including radio, print, mobile (SMS) and digital advertising. Public relations efforts were engaged to build corporate business, including marketing a complimentary event for local businesses. The website was rebuilt, search engine optimization conducted, search engine optimized blogging, data capture installed, automated e-mail plus monthly newsletters, social media, mobile (SMS), and internet marketing were engaged, added value contesting was initiated, plus a robust corporate outreach initiated.

Results: Within just ONE month’s time, website traffic DOUBLED. Within three months time, website traffic was up 200%, and daily page views had increased by 280%. Sales increased 55%, including family, event, and corporate bookings.

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