The town of Berkeley Springs has been a source of rest and relaxation since it was visited — and popularized — by George Washington in the 18th century for its reputed “healing waters”. The area sprang forth a community known for alternative medicine, spas, health practitioners, resorts, and bed-and-breakfasts. Berkeley Springs is a magical place with a passionate, creative community.
WORK PERFORMED
- Market Analysis
- Brand Exploration
- Brand Campaigns
- Marketing Strategy
- Brand Pillar Alignment
- Ongoing Marketing Services
- Budgeting
- On-Site Consulting
Challenges
COVID-19, coupled with the loss of a significant community personality, considerably impacted tourism in Berkeley Springs. As the primary supporting industry to the town’s shops, spas, hotels, and restaurants, the town needed to reintroduce the community to their ideal visitors, who have changed since the pandemic.
Step 1: Research and Marketing Strategy
Our relationship with Berkeley Springs began with a three-day visit to the town. We met with shop owners and members of the Travel Berkeley Springs board, followed by many of the attractions that make the town so unique.
From this visit and a series of segmented surveys, we were able to get a clear idea of the work ahead of us. This work was outlined in a 12-month marketing plan, which outlined the following:
- Research Results
- Target Audience Personas
- Brand Overview
- Channel Analysis
- Program of Work
- KPIs & Metrics
- Budget
Step 2: Brand Development
The Berkeley Springs brand was fragmented and lacked a cohesive visual and verbal identity. Starting with messaging, we developed their verbal brand guide. This document laid out the audiences from the marketing plan, the key messages for each, and the platforms where they’re most likely to respond.
Next, we established the visual brand. This included their new tourism logo, color palette, typography, image standards, signage and more.
Step 3: Website Design + Development
For the Berkeley Springs website, we envisioned a place where the visitor was equipped with all the information they need to a) decide on a trip to the town, and b) plan their schedule from the attractions, shops, and restaurants available to them. The result is as eye-catching as it is intuitive and informational.
During development, we also worked to retain much of the search engine visibility that the previous site had built over the years. Upon launch, we noticed a small dip in organic search followed by a massive surge in traffic.
Brand Campaign: “Soak It All In”
To communicate all that Berkeley Springs has to offer in a way that doesn’t overshadow its spa history, we developed the “Soak It All In” campaign. This campaign has allowed us to stay on-brand while being flexible enough to promote everything from romantic getaways to annual festivals and outdoor adventures.
Step 4: Consulting Services
Following the brand and website launch, we’ve remained a part of the Travel Berkeley Springs team, consulting on budgets, vendors, and many of the challenges that a growing community faces as they move closer to being the renowned destination they aspire to be. We hold regular calls with Travel Berkeley Springs and attend most board meetings in person. This allows us to continually report the results we see from our marketing, learn about challenges, and collaborate on ways to move tourism forward.
Outcomes
Over the course of our continued work with Berkeley Springs, lodging numbers have increased considerably, events are all well-attended, and the local business community can all work toward a singular vision. Ongoing and consistent growth will always come with new challenges, but we’re always on hand to help guide them through.
