Shanteria Hines

Company Overview……………………………………………………………………..…………………………………………………………………….….Page 1

Target Audience…..……………………………………………………………………………………..…………………………………………………….....Page 2

Main Pages…..…………………….………………………………………………………………………..……………………………………….……………..Page 3

The Resort……………………………………………………………………….………………………………………………………...…....Page 3

Accommodations………………………………………………………………………………………………………………..…...........Page 4

Activities……………………………………………………………………………………………………………………………..…...........Page 5

Wedding……………………………………………………………………………………………………………………………..…...........Page 6

Dining….……………………………………………………………………………………………………………………………..…...........Page 7

Rates & Special Offers………………………………………………………………………………………………………...……….....Page 8

Contact Ladera…………………………………………………………………………………………………………..……..…...........Page 9

Macro Conversion Funnel …………………………………………………………………..……………………………………………..…………......Page 10

Micro Goals….......……………………………………………………………………………………………………………………………………….….….Page 11

Facebook…………………………………………………………………………….………………………………………..…….…….…..Page 11

Video……………….……………………………………………………………………………………….………………………….……….Page 12

Promotions..…….……………………………………………………………………………………….………………………….…......Page 13

Filtering Views by Geography………….………………………………………………………………………………………………………..........Page 14

Continued…………………………………………………………………………………………………………………………………....Page 15

Main Landing Pages……………………………………………………………………………….…………………………………………………………Page 16

Campaign for Wedding…..……………………………………………………………………………………………………………………….……....Page 17

Continued……………………………………………………………………………………………………….……………….…..……..Page 18

Understanding Visitors………………………………………………………………………….………………………………………………………...Page 19

Recommendations…….…..………………………………………………………………………………………………………………..……………...Page 20

Table of Contents

Company Overview

Ladera resort was established in 1982 after it was transformed from being a part of RabotEstate, one of Soufrière's oldest and most famous cocoa plantations. Ladera is Landera.com is the resort’s website and provides information on the 32 suites offered by the resort. The site provides information on accommodations, activities, weddings, and dining offered by the resort. It also highlights the special offerings and rates the resort includes as well as a gallery of photos and videos of the location and press releases about the company.

1

Target Audience

Ladera’s main target audiences consist of newly wed couples and more mature couples looking for a place to celebrate an anniversary. Ladera provides newly weds and married couples seeking to renew their vows the option to host a wedding, reception, and honey moon at the location. The intimate and romantic atmosphere provides the perfect setting for couples to celebrate their love.

2

The Resort

The Resort page provides future clients with a description of the property. It highlights the history of the resort. The core functionality of the page is to inform clients of what the resort is and to highlight the unit exposed 4th wall feature in each suite.

3

Accommodations

The core functionality of the Accommodations page is to highlight the 32 suites the resort has to offer clients. It showcases services provided to the suites as well as additional amenities included.

4

Activities

The core functionality of the activities page is highlight the plethora of activities located on St. Lucia. It provides customers with the dates and times of the different events.

5

Wedding

The core functionality of the wedding page is to inform newly weds and couples renewing their vows of Ladera’s wedding package. It includes a detailed list of everything offered in the package as well as details on location, formalities, and a request for proposal. The wedding page also includes pricing for additional services such as photography and entertainment.

6

Dining

The core functionality of the dining page is to highlight the resort's restaurant, the Dasheeneas well as the wine cellar dining. The page also provides information on hours of operations, restaurant dress code, and meal plan details.

7

Rates & Special Offers

The core functionality of the rates and special offers page is to portray information on honeymoon and getaway packages as well as rates and promotions.

8

Contact Ladera

The core functionality of the contact page is to provide a space for future clients to get information on how to contact the resort. The page provides phone numbers for making reservations as well as getting in contact with the resort’s restaurant.

9

Macro Conversion FunnelAttract/build awareness : Ladera will attract new visitors by using social media, email, pictures, and videos.

Consideration: Potential client will click on advertisement.

Preference: Potential client will decide if they need services offered by Ladera.

Request/reservation: Client will request additional information on Ladera.

Macro Goal: Client will

book a reservation with Ladera

10

Ladera uses their Facebook account to attract new visitors to their website by posting amazing pictures of the facility. With 114,799 likes on Facebook, by posting pictures to their account, Ladera can navigate new clients to their websites where they will check out the services the company has to offer.

Recommendation: Ladera should offer special promotions and incentives on Facebook to encourage visitors to click to the website and book at reservation. They can also use their Facebook page to encourage the signup of their email newsletter.

Micro Goals: Facebook

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Ladera provides videos of the resort on their website and YouTube account. Getting clients to watch the videos of the resort help to them to imagine the serenity and beauty of the resort.

Recommendation: Ladera should embed videos within email campaigns so that new audiences can watch the video and become more intrigued with the resort. This will increase navigation to the resort’s website. They should also provide a call to action after videos to sign up for their newsletter and contact form.

Micro Goals: Video

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Ladera does a fantastic job of providing promotions to their customers. These savings will peak the interest of new and returning clients.

Recommendation: Using Google AdWords, Ladera should use the promotions page in a marketing campaign in order to attract new and returning clients to the promoted events. By encouraging clients to download PDF’s of rates and promotions, the company can increase awareness of the events they provide their clients.

Micro Goals: Promotions

13

Filtering Views by GeographyIn order to filter their Google Analytics by geography Ladera must do the following steps:

1) Click on the Admin tab2) Select the “All Web Site Data” tab3) Select the “Filter” tab4) Select the “Add Filter” button

After selecting the “Add Filter” button, Ladera can then create different filters for each of the three geographies they are looking to view: North America, South America, and Europe.

The filter name should be that of the same as the desired geography. The filter type should be “custom” and “include” the desired filter pattern.

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4

3

2

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Filtering Views by Geography

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Home Page: http://www.ladera.com/

- The home page is an area of interest to clients who are searching for more information. It will be most likely be the first page most individuals arrive on when finding out about the LadoraResort.

Wedding Page: http://www.ladera.com/romantic-getaways/

- The wedding page is an area of interest to clients who are interested in having their wedding or vow renewal at Ladera. They’ll be able to quench curiosity about cost and see what services are included in the package.

Rates & Special Offers Page: http://www.ladera.com/packages/honeymoon-packages/

- The rates and special offers page is an area of interest to clients who are comparing the cost of services provided by Ladera.

Main Landing Pages

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The landing page for the wedding campaign will be http://www.ladera.com/romantic-getaways/. The campaign would be advertised via Facebook, email, and AdWords. Facebook will serve as the perfect venue for finding newly weds as well as older couples looking to renew their wedding vows. Ladera will be able to monitor who sees their advertisement and make sure only couples in specific age ranges or marriage status will see the ad. Email will be used to target older couples who don’t frequent social media sites as often. AdWords will serve as the tool for reaching a wide range of individuals. Ladera will be able to set specific target segments as well as remarket to individuals who showed interest in the venue before.

Using the URL builder, Ladera will be able to construct a url for the wedding campaign. By following the easy steps shown in the URL builder form, Ladera will be able to have a successful campaign. First they must enter the URL of the website. This will be the Wedding page url: http://www.ladera.com/romantic-getaways/. Next Ladera will enter the campaign source, which will be email, google, and Facebook. The campaign medium will be: email, banner, cpc. The campaign name will be titled: Wedding Promo. Last, Ladera will enter keywords that will be associated will the campaign such as: wedding, Ladera, resort, and honey-moon.

After completing the steps above, Ladera will generate a campaign url to use with all of the promotional channels associated with the Wedding campaign. By creating a custom url, Ladera will be able to track conversions of new clients as well as the return on investment of the wedding campaign. With this information, Ladera will be able to determine who clicked on their promo and made a conversion based on this campaign.

Campaign for Wedding

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Campaign for Wedding

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New vs. Returning visitors: By tracking new and returning visitor metrics, Ladera will be able to see if the majority of their clients are first time visitors or returning visitors. They will also be able to determine if their marketing campaigns are attracting new visitors to their site as well.

Device type: By monitoring what type of device a visitor uses, Ladera will not only be able to make sure they are providing a seamless transition from mobile to tablet to computer, but will also be able to on which type of device they want to spend their funds on when creating new marketing campaigns.

Geography: By monitoring the geography of their visitors, Ladera will be able to not only make sure they are not wasting funds on internal clicks, but also see which areas of the world are attracting most of their clients. With this information, Ladera can begin investing more funds on advertising to individuals in this area.

Time on site: By tracking the time on site, Ladera will be able to see which landing pages consumers are spending the most time on and create campaigns with these pages. They will also be able to notice irregularities in the amount of time visitors spend on a page. By monitoring this, Ladera will be able to address pages with problems so visitors have a problem free experience.

Site depth: By tracking the site depth, Ladera will be able to see if it’s taking visitors too long to get to a frequently searched page. With this information, they will be able to update the website so that it is more easily navigable for visitors.

Understanding Visitors

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Recommendations for Ladera Resort include using their Facebook, email, and Adwordsaccounts to achieve micro goals of visiting the website and page depth. By providing enticing promotions, photos, and videos on their social media sites, email campaigns, and AdWords, Ladera can increase their new and returning clientele and encourage additional reservation.

Immediate Implications: Ladera should begin tracking and monitoring new and returning visitors, device type, geography, time on site, and site depth on their website and marketing campaigns. By starting immediate monitoring of these metrics, Ladera will be able to better understand what is helping the resort reach clients and what is causing them to waste advertising money

Recommendations

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Shanteria Hines

MARK 4650

Digital Marketing Analytics

Class TR 11AM