Challenge: The marketing department had high turnover, limited talent and had no process to handle projects. In addition, the brand mark of the organization was dated and did not represent the depth, complexity or size of the organization. The sales process lacked continuity and individuals / groups were often missed or dropped in the process. Guest care was limited and lacked personal attention.
Project: Identify and build a story that was authentic and true to the culture of the organization. Create a strong marketing culture, build out a project management system, develop a sales team and process, create and integrated registration system and develop a comprehensive guest service system.
Results: Articulated the depth of the Forest Home story through integrating its history, ethos and program depth into the case for camping. Rebranded and built a strong brand architecture which aligned with the organizations mission and program. Developed a quality, capable, professional and stable staff team in marketing, registration and guest services. Increased individual and group retention rates and improved the guest experience. Streamlined the registration process through software development and process integration which was focused on customer needs.
Materials Available: “The Case for Camping” – Creative Writing Sample, Guest Group Brochure, Several Video’s, Brand Architecture and Design Work, The Foundation to the Philosophy of Theme Development