1. “Renewal Rediscovered” Campaign Wrap Up

2. Campaign Wrap Up Background Campaign Goal Target Customer Segment
Campaign Initiative Results
Key Takeaways

3. The Business Need Drive local feeder markets to Indian Wells
Generate buzz surrounding the new website
Promote golf, tennis, spa, and resorts
Drive local feeder markets to Indian Wells

4. Campaign Flight Plan

5. The Campaign Promotion Duration Selling Points Campaign Target:
Affluent locals, ages 45+
Luxury consumers
Sweepstakes Prize Details:
Free two-night stay
Round of golf
Spa treatment for two
Duration
February 2013
Selling Points
Campaign highlighted:
New Website
Spa
Golf
Tennis
Resorts

6. Target Customer Segment
Age: 45+
Location: Local Feeder Markets
Lifestyle: Luxury consumers

7. Campaign Goal Campaign Results Increase Website Visits by 25%
Increase Unique Website Visitors by 15%
Increase the opt-in list for future marketing initiatives
Campaign Results
Website Visits: 14,049 (23% increase from last year)
Unique Visitors: 12,285 (18% increase from last year)
Opt-ins: 954 (63% opt-in rate)

8. Facebook Promoted Post
Campaign Theme
February is the month of renewal at Indian Wells where we will be sharing ways to begin your 2013 relaxed and refreshed with our Renewal Calendar.
With a new year comes new beginnings. At Indian Wells, we believe that rejuvenation and renewal is key to bettering yourself in 2013.
Renew at Indian Wells: Enter to Win a Free Vacation & Let Our New Look Inspire a New You
Help us celebrate the launch of our new website and make the most of 2013 with tips, prizes, and endless ways to rediscover renewal at Indian Wells.
Renewal Rediscovered
Note: Option Layout One
Facebook Custom Tab
Custom Landing Page
Facebook Promoted Post
SEM Ad Copy

9. Campaign Initiatives

10. The Multi-Channel Campaign
February 2013
eBlast
SEM
Facebook Custom Tab
Blog Posts
Banner Creative
Adara Display Campaign
Mobile Promotions
Facebook Promoted Post
Sweepstakes
Custom Landing Page

11. Renewal Rediscovered Landing Page
Key Results
Page Views: 3,714 (9.5%)
Daily Visitors: 2,564 (19.4%)
Contest Results
Entrants: 1,514
Opt-ins: 954
Opt-in Rate: 63%

12. Downloadable Desktop Wallpaper
2560 x 1140
and
1600 x 1200

13. Resolution Inspiration List

14. Low-Calorie Cocktail Recipes

15. Organic Blog Content

16. SMS Mobile Giveaways Key Results Mobile Giveaways Opt-in Rate:
STYLEME: 89% BNPTIX: 79% IWSPA: 77% IWGOLF: 75%

17. Call-Outs to Features on New Website
Website Features
Key Results
Click-throughs to Indian Wells Website:
Special Offers: 38
Golf: 30
Our Resorts: 24
Spa: 20
Visual Gallery: 18
Resort Map: 14
Restaurants: 12
Tennis: 12

18. Targeted SEM Campaign Key Results Google Impressions:
Renewal Rediscovered: 3,498 Renew at Indian Wells: 7,235
Google Clicks:
Renewal Rediscovered: 35 Renew at Indian Wells: 132
Google CTR:
Renewal Rediscovered: 1.00% Renew at Indian Wells: 1.82%

19. Promo eBlast 650 clicks 61 clicks Key Results Distinct Opens: 1,739
Open Rate: 11.81%
Distinct Clicks: 706
Click-through Rate: 4.79%
650 clicks
61 clicks

20. Promo eBlast (Reminder)
Key Results
Distinct Opens: 2,354
Open Rate: 15.97%
Distinct Clicks: 717
Click-through Rate: 4.87%
658 clicks
52 clicks

21. Promotional Facebook Custom Tab
During the campaign flight, the Custom Tab was the second-most viewed tab.

22. Facebook Promoted Post
1,967 users reached
55 clicks, 3 bookings initiated
5.8% virality
74 Likes, 6 comments, 3 shares

23. Highlighted campaign selling points
Banner Creative
Highlighted campaign selling points
160 x 600

24. Directed site visitors to the campaign landing page
Banner Creative
300 x 250
Directed site visitors to the campaign landing page

25. Increased brand awareness among a qualified audience
Banner Creative
Increased brand awareness among a qualified audience
728 x 90

26. Display Campaign Across Travel Websites
728x90
Southern California / Greater Palm Springs in Market and Retargeting
Key Results
Impressions: 665,856
Clicks: 634
CTR: 0.10%
300 x 250