Case Study: Hearthside Grove Luxury RV Resort
Challenge
Hearthside Grove contacted Kidd RV Resort Consulting with an idea to develop a world-class RV resort on undeveloped land in Michigan. Their goal was to make Hearthside Grove Michigan’s most upscale motorcoach resort, and why not? They offered a great location, superior park design, and a vast selection of amenities. Missing was a brand, and a marketing strategy that would entice RVers. In short order, Hearthside Grove needed a powerful brand, an integrated marketing plan, and a marketing partner to execute the tactics of the plan, so they could radically raise awareness of the property, taut its features and benefits, and attract potential consumers.
Opportunity
Kidd RV Resort Consulting was hired to discover, package and polish Hearthside Grove’s unique selling propositions and create a long-lasting, meaningful brand experience. To create a resonate brand, the USPs had to be unique, believable, provable, and they had to matter to the target audiences. By using metrics, Kidd RV’s proprietary branding process, and brand archetype resources, Kidd RV Resort Consulting created a powerful, lasting brand identity, which could then be used across multiple platforms to promote the park and drive sales.
Solution
After Kidd RV Resort Consulting branded the development they designed all collateral, sales materials and a website. To build relationships with key industry groups, Kidd RV Resort Consulting used their extensive contacts with clubs across the nation to increase awareness of the brand. The results were astounding. Nearly 30 news stories were generated about Hearthside Grove and total coverage garnered more than 17 million audience impressions. Kidd RV Resort Consulting managed all advertising components including print, online and outdoor. E-blasts produced an average web spike of 68 percent, and the click through rate was above industry standards at 24 percent. A Google and Yahoo Ad Words campaign resulted in 2,905 clicks into Hearthside Grove’s branded website, and Kidd RV Resort Consulting coordinated participation in 14 RV shows in 2008, negotiating a 20 percent discount for sponsorships at most shows.
CASE STUDIES
Hearthside Grove Newsletter
Hearthside Grove Print Material
Hearthside Grove Stationery
Hearthside Grove Outside Board
