Email + Social = Better Together

Client: Spectrum Resorts

Headquartered in Gulf Shores, Alabama, Spectrum Resorts manages approximately 500 upscale vacation residences in Gulf Shores and Orange Beach. Our vacation rentals are located at the area’s most sought-after, full-service resort destination: The Beach Club, Turquoise Place and Caribe the Resort.

Goal

Spectrum Resorts, came to us looking to give their email marketing a kick in the pants and their social media campaign a kick start. Our main objective was two part:
Goal 1 – Increase their permission based email marketing list.
Goal 2 – Increase their Facebook fan base further expanding their over all social reach.

Approach

In order to achieve our goal, we decided to combine their social media and email marketing efforts into one unified campaign.

The project started off with a Facebook contest in which the winner would receive a free Flip video camera. In order to enter the contest, the user had the “like” their Facebook page. While filing out the contest form, the entrant had the option to join the Spectrum Resorts email campaign by choosing which resorts they would like to hear from. To spread the news of the contest, we sent an email out to their email list highlighting the promotion.

Results

Uniting Spectrum Resorts Email Marketing and Social Media efforts was a huge success!

Over the two months the contest was live, 3,950 entries came in. Out of that group, 2,806 entrants opted-in to their weekly email campaign. Starting off with around 8,000 Facebook fans, Spectrums Resorts The Beach Club page now has a growing fan base of 26,000! In addition, with the nice increase to their permission based email marketing list, the number of website visits directed from their weekly emails has increased 63%!

Goal 1 – Increase their permission based email marketing list – check!
Goal 2 – Increase their Facebook fan base further expanding their over all social reach – check!
Big increase of web visits directed from email marketing – bonus!