The Vineyards

Situation

A large catering hall needed an identity that was consistent with its unique venue and high level of quality.

Strategy

Linx was retained to change the look and feel of the marketing program.  We researched the marketplace to measure the expectations of couples in a wedding facility (80% of the business was weddings), who was making the decisions, what other competitors were being considered and what drove the final decision.   The Vineyards only held one event at a time, featured world class cuisine and boasted a beautiful manicured working vineyard as the setting for a wonderful country manor that could hold events for 200+.  This splendid combination has to be featured in promotionals that would display its uniqueness and beauty.

Solutions

Linx recommended up-ticking the venue’s identity by dropping the word catering and changing it simply to The Vineyards.  Linx also developed an oversized brochure that featured huge photography to display the beauty and high quality found there.  These elements were repurposed in a website that has been the single-most successful marketing tactic in the history of the company. As part of our ongoing SEM & PPC program to generate leads for The Vineyards, Linx moved some of the online media budget from Google Adwords to Facebook for more extensive targeting, resulting in increased conversions.

Results

The Vineyards has seen a doubling of leads generated and is almost completely booked for weekends for the next two years.  Closing rates have climbed from 33% to 38%, meaning that we are targeting properly.

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