OLEO RANCH
Project Highlights
Content Creation
Oleo Ranch overall content was very outdated and unprofessionally produced. I took over production and was able to produce enough content to provide quality to the revamped website and social medias. This included general landscape, interior, and more of the property and its cabins.
Website Development
When I came in, the live website was an outdated house of cards with a lot of internal issues when it came to booking systems and layouts. We took the project and updated it to a more modern and user efficient layout. With more high quality imagery and detailed information, users would get a simplified experience. The general idea was to create a website in comparison to AirBnB and VRBO.
Google Advertising
We were able to achieve 694,608 impressions, resulting in 12,283 clicks. $0.41 CPC and 1.77% CTR average for 2 separate campaigns. Site traffic increased by over 1,300%.
Digital Operation Overhaul
We worked with developers to create a custom back end that included booking system, sync to Airbnb and VRBO, a detailed analytical breakdown, and more. All of this helped ranch managers handle customer support with ease and produced reports that were easy to understand.
Website Development
General Layout
The first steps involved in this project were to build a sitemap and begin to choose colors and fonts that gave a strong representation of the business and its niche. Once we felt we had the best options chosen, I began to design the rough draft layouts of the website and send those off to the developers. The site was aimed at having a lot of HD content, which was 90% my own, to give viewers the best look at the property and what it had to offer.
Booking System
When I came onto the project, Oleo Ranch had a very outdated and messy booking system. Clients bookings were confusing and did a very bad job at tracking details to the specific bookings. So, I came in and designed a new system that allowed for booking specific details such as name, dates booked, party size, amenities requested, costs, etc. We also went ahead and added a in depth analytics section that showed us a full booking calendar, average stay time, revenue, etc. This allowed for a more expedited process for our ranch managers, accounting, and marketing teams to access data and information that was being used for their departments.
Special Features
We wanted Oleo Ranch to stand out form the other local cabin rental locations. 3D modeling of the interior was a feature we all agreed would provide the best vision for possible clients to get a full look at where they would be staying. We believed this would help with any doubts or concerns about the cabins clients would have. The overall review of the addition showed to be a success as client expressed satisfaction of the cabins being exactly as advertised.
Digital Campaigns
Our digital marketing campaign for Oleo Ranch aimed to promote the cabin rental service to those who were looking to get away from the city and escape into a more excluded mountainous location in order to achieve more rental bookings.
With a carefully crafted strategy, we utilized Google Ads to reach our audience effectively.
The campaign ran for a total of 4 months and included a combination of text ads, display ads, and remarketing efforts to maximize visibility and engagement. Through continuous monitoring and optimization, we were able to achieve 694,608 impressions, resulting in 12,283 clicks ($0.41 CPC and 1.77% CTR average for 2 separate campaigns).
Examples below are from Feb. 2023, the final month of the campaign
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Local Landscape
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Ranch Merchandise
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Cabins
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Experience
