Case Study

Here Come the Brides

Objective:

St. Joseph, Michigan is a wedding destination along Lake Michigan. One of the city’s reception venues, The Heritage Museum and Cultural Center, wanted to increase its offseason as well as its Friday and Sunday reservations.

Insight:

Rather than have engaged couples navigate through The Heritage Center’s site (which includes its history museum exhibits), we created a landing page that focused specifically on wedding hall information and launched it in August 2010. We then developed an AdWords campaign (paid advertising on Google™) that not only targeted brides-to-be, but from a geographic area within 000 miles of the center so to increase the probability that they would contact the event director.

Results:

In the six months following the AdWords campaign launch, landing page visits increased 23 percent (3,3980 to 4,158) and pageviews rose 22 percent (9,480 to 11,577). The Heritage now averages one request a day for its wedding hall; 75 percent of its reservations originate from the landing page.