Tourism Digital Marketing Case Study: Cave Hill Creek | Webfirm
shape
shape

Client Overview

Cave Hill Creek was established by Ian and Julie Chandler in 1988. A farmer and a teacher, they saw incredible opportunity to create a spectacular lake, group accommodation and function venue on this picturesque parcel of land at the top of the Raglan Valley.

With a passion for hospitality, hard work and a keen eye for the environment, Cave Hill Creek steadily grew. Today Cave Hill Creek is run by second-generation owners Tim and Angela Chandler. It is a year-round operation hosting 10,000 guests annually on camps, walks and weddings.

Situation

Cave Hill Creek began looking for a digital agency in mid 2016 looking to expand their online reach, build exposure for their school camp program and bring in more leads for the lucrative wedding market.

Understanding the need for a multi-channel approach, Cave Hill Creek approached a number of agencies specialising in differing areas.

Solution

Cave Hill Creek chose Webfirm after discussing a strategy that would involve work across a number of different channels, integrated with a reporting solution that fit their needs. Webfirm’s solution included account management and reporting, a content management solution, an off-page PR/SEO strategy to build awareness, website content optimisation and new content generation, a paid social media strategy, and a retainer to make periodical improvements to the website to boost conversion rates.

desktop

How We Took Action

Working with Existing Platform

Webfirm worked with Cave Hill Creek on their existing website platform initially, improving pages and cleaning up the blog to ensure it was as search bot and user friendly as possible.

SEO Approach

The approach to SEO for Cave Hill Creek initially focused on revenue generating keywords for the client’s most profitable service areas. Following a process of bringing the site technically up to speed, work was scheduled across a schedule to optimise per topic, give time for Google to provide feedback, and iterate.

Reporting & Acct Management

Webfirm were able to provide Cave Hill Creek with dashboard software that enables 24×7 login access to see how different channels were performing in detail, without needing to jump between platforms. Through their single point of contact account manager, they were able to get the insight needed from their campaign team to make effective and high value decisions.

Website Overhaul

After a year working on the account, Webfirm and Cave Hill Creek came to an agreement that a new website was necessary to continue to improve on the conversion rate over time, as well as bring a fresh and clean look to the brand.

Content Strategy

The overarching content strategy aimed to prioritise opportunities to gain external exposure over more conventional on-site blogging. Backlinks were gained from industry-relevant blogs through guest posting tactics.

Paid Social Strategy

In the social media space, creative and tactics focused on return on ad spend (ROAS). Webfirm’s social media manager works directly with the client to understand the month to month, sometimes week to week objectives and how the paid social activity can support those objectives. Mainly utilising Facebook, ads and videos to generate traffic, leads and ticket sales.

Results

Cave Hill Creek have seen remarkable growth across a number of key performance indicators since engaging the Webfirm team to implement their digital marketing strategy.

60.6% Increase

Website sessions from November 2016 to November 2018

Most of the increase was attributed to the success of the ads campaigns being run through Facebook, as well as refinement of content strategy boosting overall organic results though blogs on and off site. Blog posts in the creative strategy were then posted through the Facebook page allowing for even greater amount of visitors per blog.

Additional tertiary benefit through NAP referral and reset up of the ‘Cave Hill Creek’ Facebook page with appropriate CTAs and guidance on how to post.

39.6% Increase

Google Organic Sessions from November 2017 to November 2018

Most of the traffic increase is through on page and technical SEO changes to the website. This was later further improved through the new site launch, once launched was easily being crawled by Google, blogs were easily picked up and served higher in the SERP.

Keyword analysis of competitors ensured that Cave Hill was aiming for high volume low competition keywords which resulted in a steady increase of traffic month to month.

This included terms focused on ‘Summer Camps’ and ‘Country Wedding Venues’

Keyword rankings

#1 ranking in Victoria for ‘summer camp’ and ‘summer camp victoria’

#2 ranking in Victoria for ‘country weddings victoria’ and ‘country wedding venues victoria’

+200 changes across all ranking keywords (calculated as ‘Increases to relevant keywords’ – ‘drops in position.’)

KEYWORD LOCATION GOOGLE GOOGLE CHANGE
star summer camp Australian flag Victoria 1st 2
star summer camp victoria Australian flag Victoria 1st 7
star country weddings victoria Australian flag Victoria 2nd 1
star country wedding venues victoria Australian flag Victoria 2nd 6

Tracking Refinement

Resulting in conversion rate increase 4.8% in September 2016 to 18.9% in November 2018

Reworking the tracking on the site allowed for more robust recording of primary goals within the site. This addition data formed the basis for expansion into new types of markets and audiences through our channels. Leading to greater ROAS.

Later in the year, as tracking became sophisticated, we added some additional goals. These additions have contributed largely to the large uplift in conversions since Nov

Social Metrics

METRIC 2017 2018 % CHANGE
Clicks from social media advertisements 5,145 14,143 175%
Total Facebook Likes 3,621 4,875 35%
Audience Growth 819 1,228 50%
Cost per Click from social media advertisements $0.56 $0.36 36%
Goal Completions from social media 157 543 246%
Conversion Rate from social media 9.73% 13.80% 42%
Cost $3,000 $5,000 66%
Website Sessions from social media 1,614 3,623 124%
Impressions from social media advertisement 234,000 519,000 122%
Click through rate from social media ads 2.20% 2.73% 24%

Don’t take it from us…

Popular Post

[google-reviews-pro place_photo=https://www.webfirm.com/wp-content/uploads/2019/02/fav-1.png place_name=Webfirm place_id=ChIJRbn_Rf5n1moRlLExp-SMay4 sort=1 write_review=true text_size=200 view_mode=badge_left open_link=true hide_float_badge=true lazy_load_img=true]

Not sure where to start?

Find out more about our strategy-driven approach

learn how we do it