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Sublime Communications & Boutique Hotel



CASE STUDY

The Client

 

Sublime Communications is a Connecticut based branding agency. AMJ Solutions and Sublime Communications formed a strategic partnership to provide marketing services for a boutique luxury hotel brand, with multiple Connecticut locations.

TRANSACTIONS

New Project 297%

Revenue

New Project 258%

Website Sessions

New Project 207%

The Challenge

 

The agency that preceded us managed the previous search engine marketing (SEM/PPC) campaign in the agency’s Google AdWords account as opposed to the client’s. The previous agency’s agreement stated that the intellectual property associated with the campaigns belonged to the agency and not the client, meaning historical information could not be leveraged to increase the performance of the campaigns we were inheriting or creating anew. This forced us to start from scratch with our ad copy, keyword strategy, bid strategy and campaign structure.

The Key Performance Indicators

 


Transactions (Bookings)
Revenue
Website Traffic
Keyword Ranking

The Goal

 

We were tasked with launching a digital marketing campaign that lifted the brand image for the hotel chain and increased revenue booked through the website directly into the company’s property management system. Additionally, we needed to ensure that channel attribution was automated for all ecommerce revenue, enabling campaign optimization and providing reporting that would empower the client to hold us accountable for our performance.

The Strategy

 

Develop a keyword strategy that informed our initial pay-per-click campaigns and that formed the foundation of the Search Engine Optimization strategy. Test a variety of ad campaigns on multiple platforms, continually optimizing the campaigns to result in increased transactions and revenue.

THE RESULTS

Transactions

372 to 1,476

297%

Increase

        Revenue

$240,128 to $860,388

258%

Increase

Website Sessions

21,786 to 66,896

207%

Increase

These results reflect the performance from November 1, 2019 to October 31, 2020 compared to November 1, 2018 to October 31, 2019. When taken in context of the coronavirus pandemic and the reduction in demand of the hospitality industry, they understate our success.

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