CASE STUDY
PARK WINTERS
Park Winters is a private estate in Northern California who was known only as a wedding venue. Today, after three years as their Marketing Director, the Park Winters brand has grown three-fold and has built an irrefutable reputation and loyal customer base for their new lines of business which include Dining, Day Visit Experiences, the Marketplace, and Farm Club.
Through the development of an overall brand strategy and multiple campaigns, I succeeded at engaging and growing Park Winters' customer base and increasing revenue through their current and new business lines.
Park Winters also garnered and secured loyal customers including over 190 members in less than two months with the launch of the new Farm Club.
WEBSITE STRATEGY & MANAGEMENT
I took over the Park Winters website when I first started working with them in July 2020. In my first year, I made optimizations to the homepage and started to create landing pages for all our offerings. I performed keyword research and wrote multiple blogs to help increase organic traffic. I also made sure to set up appropriate tracking for all ad campaigns.
Within the first year, the bounce rate dropped from 57% to 19.69%. Acquisition was up by 35% and new users were up by 37%. This increase in performance occurred during the start of the pandemic when weddings weren’t even happening because of social distancing rules.
In my second year, we hired a Squarespace expert and an Art Director and I led our team on a complete redesign of the website. We upgraded the user experience and added dozens of new pages to aid SEO ranking. We also launched a new website for our new e-commerce store where we would sell goods and experiences. I led the entire online infrastructure for the new Day Visit experience offerings. We profited $19,510 in our first year. Our second year we made $45,335. Now in our third year, we are on track to surpass $100,000 in revenue from the new Day Visit business line that I helped launch.
Below you can see web performance metrics for the last three years compared to the three years before I started working with Park Winters.
Highlights include:
A bounce rate of 6.19%
379k new users
2.2m pageviews
META PAID ADS
As Marketing Director of Park Winters— I created, launched and optimized multiple Meta campaigns for Park Winters and the Park Winters Flower Farm.
I’ve managed to bring down our cost per wedding lead by 92% from $141 to $10.32 per lead.
With the launch of a new campaign for the Farmstand brunch, we’ve received over 3,037 link clicks with less than a $400 budget.
Our Day Visits campaign has also performed extremely well with a total of 8,684 landing page views at only $0.22 per landing page view.
GOOGLE ADS
After managing two different media agencies, I decided to take over Google Ads myself since performance was stagnant and not bringing us any quality leads.
Soon after taking over in January 2023 and creating new campaigns from scratch, our Google Ads performance skyrocketed.
CTR increased from 2.41 to 11.25%.
Conversions (leads) increased from 5 in 2022 to 492 in 2023.
Generated optimizations scores of up to 94%.
PINTEREST ADS
After noticing high organic traffic to the Park Winters website from Pinterest, I recommend we start running ads on Pinterest to increase our Brand Awareness.
Metrics increased across the board including an increase in saves by 40% and an increased audience of 24%.
