CASE STUDY

From Exclusive Wedding Venue to a Thriving Multi-Business Empire: A Park Winters Marketing Success Story

Overview  

Park Winters, initially renowned as a wedding venue, faced the challenge of expanding its brand beyond weddings. With dreams of offering diverse experiences, casual dining, a marketplace, and a farm club, the estate sought to appeal to a broader audience beyond wedding clientele.

Challenge

Park Winters aimed to reposition itself, diversify its offerings, and attract a more extensive and varied customer base. The challenges included a lack of clear brand identity, an outdated website, and unfinished projects, exacerbated by the impact of the COVID-19 pandemic on the events industry.

Solution

As the Marketing Director, a comprehensive strategy was devised to elevate Park Winters into a sought-after destination for diverse experiences. The new lines of business included Dining, Day Visit Experiences, the Marketplace, and Farm Club. The strategy involved an overhaul of the brand identity, website redesign, and targeted campaigns to engage new and existing customers.

Situation Analysis

  • Loyal customer base, a well-designed 10-acre oasis, excellent service, and exceptional food.

    STRENGTHS

  • Inconsistent branding, an outdated website, and unfinished projects.

    WEAKNESSES

  • Ideal location to attract nearby populations, growing demand for outdoor experiences.

    OPPORTUNITIES

  • Significant income decline due to COVID-19 restrictions.

    THREATS

STRATEGY

Position Park Winters as a must-visit destination for various experiences through the following tactics:

  • Segment target audiences for different offerings.

  • Develop comprehensive content management system.

  • Redesign website with consistent branding throughout and implement content strategy that clearly states offerings with ability to convert at each stage.

  • Utilize web analytics to inform advertising strategies across Meta, Google Ads, Pinterest, and Yelp.

Implementation

Developed a marketing plan, budget and used Asana for project management.

Executed advertising and partnership projects with clear timelines and tasks.

Results

I led the launch and management of the e-commerce and CRM infrastructure for the Day Visit experience offerings on our owned channels, moving away from third party ticketing systems with added fees.

Day Visits profits increased by 132% in the second year and saw an increase of 118% in its third year!

Below you can find highlighted web performance metrics from the last three years compared to the three previous years:

  • A bounce rate of 6.19%

  • 379k new users

  • 2.2m pageviews

Website

Meta Paid Ads

As Marketing Director of Park Winters— I created, launched and optimized multiple Meta campaigns for Park Winters and the Park Winters Flower Farm.

  • I’ve managed to bring down our cost per wedding lead by 92% from $141 to $10.32 per lead.

  • With the launch of a new campaign for the Farmstand brunch, we’ve received over 3,037 link clicks with less than a $400 budget.

  • Our Day Visits campaign has also performed extremely well with a total of 8,684 landing page views at only $0.22 per landing page view.

Google Ads

After managing two different media agencies, I decided to take over Google Ads myself since performance was stagnant and not bringing us any quality leads.
Soon after taking over in January 2023 and creating new campaigns from scratch, our Google Ads performance skyrocketed.

  • CTR increased from 2.41 to 11.25%.

  • Conversions (leads) increased from 5 in 2022 to 492 in 2023.

  • Generated optimizations scores of up to 94%.

Pinterest Ads

After noticing high organic traffic to the Park Winters website from Pinterest, I recommend we start running ads on Pinterest to increase our Brand Awareness.

  • Metrics increased across the board including an increase in saves by 40% and an increased audience of 24%.

Achievements

Revenue Growth:

  • Day Visits revenue increased by 132% in the second year.

  • Increased quantity and quality of leads for venue inquiries and overnight stays by optimizing target audiences in all ad campaigns, resulting in revenue growth YoY.

Email Marketing:

  • Grew email subscribers by 89%.

  • Improved metrics for opens, clicks, and conversions.

Launch of Farm Club:

  • Acquired 191 Farm Club members in less than a month after launch.

Additional metrics available upon request.