Ranked the number-one public golf course in Alabama, Pursell Farms is a 3,500-acre destination resort nestled in the foothills of the Appalachian Mountains. As a luxury resort, Pursell Farms caters to the avid sportsman, golf professional or future bride looking for sophisticated accommodations, access to a championship golf course and farm-fresh culinary experiences.
Pursell Farms wanted to increase the annual revenue generated by its onsite wedding venue. While the resort was well known for its hotel accommodations and golf operations, Pursell Farms needed a comprehensive strategy to drive awareness within its new target market and convert website traffic in to wedding venue leads for their sales team.
After elevating the website's user experience and implementing Digitopia's methodology, Pursell Farms was able to better attract, nurture and convert wedding prospects via digital marketing. Also, with new Request for Proposal functionality implemented on the website, Pursell Farms was able to capture prospects'
information in real time to provide a better customer service experience. Overall, the campaign increased website traffic by 112% and increased Requests for Proposals by 560%. Year over year, Pursell Farms generated significant increases in revenue.
Prior to working with Digitopia, Pursell Farms didn't have a method for attracting and capturing interested brides and grooms. By instituting a full funnel marketing approach, Pursell Farms was able to successfully attract, nurture and convert traffic on its website. Digitopia's marketing program seamlessly integrated with the existing database and their other internal systems.
Through a detailed analysis of the hospitality industry and wedding venue competitors, an update to the website from a UX and CRO perspective was recommended to ensure the brand's online presence reflected the same luxury experience guests feel on property. The entire digital marketing ecosystem, including advertisements and email marketing, were also recrafted to maintain a cohesive user experience.
Digitopia developed a multifaceted Google Ads strategy across Display Network, YouTube and Google Search. Microtargeting was employed to ensure ads were served to those with the highest intent, and ad placements were evaluated based on factors like content relevance, audience composition, online behavior and more.
Because Pursell Farms had an immediate business need, a targeted campaign was developed that focused on generating awareness and driving interest in the property's newest wedding venue Hamilton Place. All traffic was funneled to that page and a downloadable brochure was available for more information.
Digitopia set up advanced tracking for metrics like scroll depth and form abandonment to better inform refinements to the RFP functionality. Benchmark numbers were also established to help Pursell Farms understand the kind of traffic and conversion that was needed each month to keep pace with their specific revenue and growth goals.