North Camp Properties
North Camp Properties (NCP) manages multiple campgrounds in Wisconsin, offering unique camping experiences in the Northwoods. As their business grew rapidly, they faced challenges in branding, marketing, and filling campsites effectively. North of Eight Design & Marketing partnered with NCP to develop a cohesive marketing strategy, streamline operations, and elevate their brand to match the charm and authenticity of the Northwoods.
Marketing Challenges
NCP came to North of Eight with an awesome business model, but not necessarily the marketing infrastructure to support it.
Disjointed Branding
- NCP’s branding lacked authenticity and connection to the local area.
- The parent company had no cohesive brand identity, and each campground operated in isolation without a unified strategy.
- Asset management was chaotic, with no streamlined system for organizing marketing files.
- Campgrounds lacked a usable email structure and individual identities under the parent brand.
Rapid Business Expansion
- NCP’s expansion into overnight camping services came with a steep learning curve.
- Opportunities to acquire new campgrounds emerged quickly, requiring immediate marketing attention.
- Websites needed to be scalable and adaptable to accommodate new campgrounds and provide real-time updates on availability.
Empty Campsites
- There was no strong method for promoting open campsites or cross-promoting between locations.
- Advertising strategies were non-existent, and campgrounds lacked dedicated marketing budgets.
- Websites and Google My Business profiles for individual campgrounds were missing, limiting their online visibility.
Solutions
Learn how we transformed our client's challenges into meaningful solutions that supported their goals and ultimately their bottom line.
Step 1
Parent Company Branding
North of Eight created a parent brand that encapsulated the Northwoods’ charm and authenticity, resonating with the local community and customers alike.
Step 2
Develop Campground Sub Brands
Developed unique sub-brands for each campground, ensuring each location had its own identity while maintaining alignment with the parent company.
Step 3
Organization & Infrastructure
Organized marketing files and systems using Google Drive, Google Admin, Google Analytics, and dashboards for efficient asset tracking and communication.
Communication & Meetings
Regular meetings were established to review progress, discuss strategies, and ensure alignment on goals.
Google Business Profiles
Set up and optimized profiles for each campground to improve local search visibility.
Step 4
Scalable, Replicable Websites
- Designed flexible, scalable websites tailored to each campground’s unique features and future growth.
- Created specialized landing pages for upcoming campgrounds, ensuring they could promote new locations effectively.
- Implemented a custom campsite booking system to streamline the reservation process and improve user experience.
Step 5
Comprehensive Marketing Strategies
- Advertising Campaigns: Developed targeted marketing campaigns, including paid social ads and organic content, to promote open campsites and drive traffic to the websites.
- Cross-Promotion: Established strategies to cross-promote campgrounds under the parent brand, increasing visibility and bookings.
Results & Impact
We meticulously follow a structured approach to ensure all client objectives are met. Each step was designed to address specific challenges and deliver tailored solutions.
Increase in Seasonal Occupancy
- across all campgrounds -
Cost Per Click
- Spooner Lake RV Resort social campaign performance -
Click Through Rate
- exceeding Travel & Hospitality industry standards of 0.90% -
"North of Eight designed sites that look very professional, but still feel truly up north—and they nailed the vibe of the area."
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