Case Study - Chula Vista Theme Resort
Blizzard Associate | 16 August 2006 |
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Customer Overview - Chula Vista Theme Resort is a resort property offering hotel rooms and suites surrounded by several outdoor and indoor water parks in Wisconsin Dells, WI.
Goals - Patti Fichter, the property’s Marketing Director, signed on as a customer in October 2004. While there was a website already in place, she wanted more exposure from the internet. She put her trust in Blizzard Internet Marketing’s Promotion Department to increase that exposure.
Strategy - The plan included implementing all new search engine optimization techniques and adding the Blizzard ROI Tracker to measure the website’s return on investment.
Chula Vista’s website was first published in September 2000, and had gone through a few changes before the property signed on to work with Blizzard Internet Marketing. You’ll see here that the look was fine, but the potential for search engines to find and locate it was lacking.
Now Chula Vista’s homepage has become an ever changing environment; this is rewarded by search engines, as they love sites that change frequently. As the property has changed and been renovated, so has the website. See below for the current look. While it is not drastically different, Flash has been added for pictures and changing text at the very top of the page.
Chula Vista now employs an IT manager who can make changes to site, and specials and packages are changed regularly. Chula Vista’s IT manager, in cooperation with Chula Vista’s Blizzard Promotion Manager, have increased the organic rankings. A pay-per-click (PPC) campaign was started, new meta tags were implemented, and a site map was also added to the site.
Results - Incredible! When comparing June 2005 statistics to those of June 2006, visitors to the site have increased by 60%. The Blizzard Tracker installed on the site also shows that 102% more people have bookmarked the site for return visits. Organic listings are now more visible (because the site is performing better in these non-sponsored listings), and PPC accounts have been added. The three major search engines have all increased the amount of traffic that they’re sending to the site.
MSN up 50%
Google up 57%
Yahoo up 74%
Conclusion - Chula Vista Theme Resort achieved the goal of obtaining more exposure from the internet market. While summer is indeed high season for this resort, the tracker shows that traffic has increased overall. The property’s Promotion Account Manager at Blizzard Internet Marketing has more exciting ideas for the following year.
Patti Fichter declares, “We have seen dramatic improvements in the overall performance of our website which are directly attributable to our relationship with Blizzard. Lou White, our account manager, is very diligent in her responsibilities to make sure we take the steps necessary to create and maintain a top-notch, results-driven website.”
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