We started our partnership with The Swan, by conducting a 2 day workshop at their hotel premises. We worked alongside their senior leadership team and select hotel staff to create a strategy to meet their business objectives.
We used the PROSPER Framework to create a strategy and 12-month marketing plan. The framework includes the consideration of assets, resources and competitive context as well as the more common understanding of audience. There is also an emphasis on not just measurement but on evaluation, optimisation and learning in the final review stage.
The Swan team lacked internal resource to execute or manage any digital activity. We therefore took on full responsibility for the execution of the strategy and marketing plan.
The Swan initially had two websites; one for the hotel and one for the holiday cottages. As part of our strategy we decided to merge them into one website with a seamless booking experience for rooms, restaurant and spa bookings. We then created website content that showcased the hotel and location, using striking imagery and a relevant tone of voice, optimising the site for search engines in the process.
Our digital marketing campaigns have taken a content first approach, moving away from offer-driven promotions and instead using content marketing to showcase the local area, focusing on family friendly things to do.
We have also introduced new channels, such as paid social media advertising and paid search. (The addition of these new channels came out of the PROSPER framework and our research).
