Case Study: Concourse Hotel
The Concourse Hotel, historically one of the top luxury hotels in Madison, Wisconsin had just undergone a major renovation and needed a site upgrade that would reflect the elegance and style of the updated interior and not lose the important business role the site plays in keeping the hotel full.
CHALLENGE
Redesign a Website to Match Elegant Remodel
Concourse marketing staff wanted an online presence that would reflect the quality and sophistication of the hotel’s interior and operations. In addition to an updated design, they were ready to harness the power of digital marketing to increase event booking and room sales. Earthling developers and digital marketing specialists helped build a powerful and attractive website to help drive sales.
SOLUTION
Balance Style with Data Driven Decisions
Earthling developers selected Expression Engine as the CMS platform that would best implement the site design which relied heavily on exquisite photography and creative use of page real estate to highlight the newly renovated rooms and hotel interiors. In addition, Earthling’s CMS team was able to build a solution that would give marketing staff control over special event landing pages and targeted corporate pages. Earthling cleaned up Concourse’s analytics, digital marketing and reporting systems to level set a measurement plan to show how the site drove reservations.
In the process of leading Concourse marketing staff through the website development and design, we moved into helping them plan and execute pay per click campaigns and a full scale digital strategy. Our digital marketing team helped implement a next generation strategy with ppc, display, email, and automated responses, along with remarketing and social advertisements that could be tracked into automated reporting dashboards. From room bookings to conference registrations and wedding reservations, Concourse marketing staff could now see everything that drove their hotel’s business success online.
RESULTS
The updated website is a beautiful and user-friendly digital representation of the hotel’s newly remodeled interior. Guests and event coordinators have a vastly improved user experience that helps the Concourse stand out against competing hotels in the area. This is particularly important in the competitive environment of hospitality sales. Best of all, not only are site visits up dramatically – following the site upgrade the Concourse experienced its best booking season in the hotel’s history, and it had the digital dashboard to show them how it all happened so they could continue that success in the coming months.
