Case Study: Traverse Bay RV Resort
Challenge
Traverse Bay Resort was already impressive, but new owners Kathy and David Scheppe wanted to showcase the resort’s amenities and fun-loving lifestyle. Traverse Bay sought a brand identity that visually communicated the relaxed atmosphere for which the area was known, as well as a marketing partner who could execute a tactical plan and launch the new brand to potential RV consumers – generating excitement, interest in the property and ultimately lot sales.
Solution
Kidd RV Resort Consulting developed a fun, lifestyle-centered brand identity characterized by the red flip flops, which became the signature part of the logo. The brand positioning was further reinforced through the creation and use of the tagline “North of Ordinary.” The Scheppes were supplied with advertisements, collateral and direct mail – all of which conveyed the brand personality. Other deliverables included trade show displays for industry trade shows, extensive media placement, earned media management and the creation of a robust online presence.
Results
A critical component of the marketing plan was the development of an interactive website. The Traverse Bay website features videos, news portals, event calendars, reviews and sales information – creating a sense of community among residents, regardless of where they are in the country. This online neighborhood-like experience directly impacted the ability to sell lots and continues to position Traverse Bay as a premier RV resort destination.
Traverse Bay RV Flip Flop Brochure
Traverse Bay RV Print Material
Traverse Bay RV Stationery
