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
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.
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.