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Our Work

Challenge

KOA is the world's largest system of campgrounds, with 500 locations across the US and Canada (both franchise and corporate owned). The client wanted to boost revenue by stimulating advance reservations made on KOA.com and increasing the average number of nights that guests spent at their campsites.

Insight and Strategic Approach

We implemented a two-pronged strategic approach to keep awareness high and the customer acquisition ‘funnel’ flowing.

  1. Our ‘Always On’ approach targeted lower funnel prospects showing interest and intent, using year-round tactics; SEM, retargeting, and social media
  2. A ‘Seasonal’ strategy supplemented the Always On base activity during key booking sessions:
    • PLAN (Feb-Apr): Influence campers planning trips far in advance and increase awareness/engagement among users who may not have started planning yet
      - Tactics: Audience Modeling, Endemic Sponsorships, Online Video, CRM
    • GO (May-Aug): Intercept camper attention during peak camping season and drive them to book on KOA.com
      - Tactics: Audience Modeling, Endemic Sponsorships, Online Video, Purchase Data, TV, In-Image Banners
    • ENJOY THE FALL (Sept-Oct): Reach campers who have already traveled during peak season and may be interested in 1-2 last trips to KOA
      - Tactics: Audience Modeling, Endemic Sponsorships, Online Video, Purchase Data
    • REMIND (Nov-Jan): Continue to capture interest and keep KOA top of mind during off season through lower funnel channels
      - Tactics: CRM

Results

  • KOA enjoyed a 6x advertising ROI, which prompted an incremental investment the following year.
  • ROI was tracked by individual tactic, and branded search generated a staggering return of 60:1.
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