Marketing Strategy

Smoky Mountain Resorts has three waterpark properties. My team initiated the creation of all three Marketing Strategies.

HOW DID I START?

It begins first with analyzing. We started by looking at our branding, mission for each property, and demographics. Not to mention we included a SWOT analysis of our already-existing marketing/on property UX efforts.

BRAND VOICE

We developed a unique brand voice for each property, including tone. This was something we could always to back to when we were communicating with guests.

In addition, we created 'personas', people who would typically book with us, their vacation goals, and financial goals.

IMPLMENTATIONS

These three strategies served as great tools for growth. We included Quarter goals for our social media, email marketing, and on property experiences.

We specificially saw a spike in social media growth.

INNOVATION

In addition to social media growth, we enhanced our website significantly.

Our team worked with Tambourine to implement our new branding, more efficient booking processes, and a more user friendly experience.

Findings

It was interesting to see our demographics. We were primarily followed, contacted by, and had connections with females ages 25-35. This guided our marketing material.

EXAMPLE

Country Cascades Waterpark Resort

Brand Voice: A welcoming blend of enthusiasm and imagination, inviting families into the lively world of Friendship Forest with warmth, excitement, and a playful spirit.

Vibrant and Enthusiastic
Imaginative and Playful
Helpful and Resourceful
Relatable and Practical

SUCCESS

For The Resort at Governor's Crossing, our goal was to implement 'Smoky Mountain' specific content to reach a wider audience, rather than just 'on-property' amenities.

In turn, we grew our Tik Tok from having only a high of 4,000 views on one video, to 15 videos getting over 20k views, with one at one million, in a span of four months starting our strategy.

EXAMPLE