Situation
Value Place, a leading lodging franchise combining hotel convenience and apartment essentials, with locations throughout the US, had a very outdated and ineffective website. With unpredictable functionality and an inferior technology infrastructure, the website hindered Value Place’s business goals of increased web traffic, increased occupancy and enhanced brand awareness and loyalty. The website did not instill confidence in customers trying to locate properties and make reservations.
Solution
Beginning with the development of an all-new brand platform that will guide marketing communications and a customer study that revealed multiple target segments, n-tara interactive developed a holistic online marketing strategy for Value Place. The centerpiece of the initiative is a fresh web experience, designed with user goals and audience personas in mind. Website improvements include new content that further differentiates Value Place from competitors, a new property locator with Google Map integration and geo-location, a streamlined reservation system and a scalable content management system.
Success
A 26% increase in online reservations in the first week following the site’s launch. Search engine optimization resulted in a dramatic increase in search rankings, moving the site to the top 12 positions for all key search terms. With increased online reservations alone, the website will realize a 100% ROI in its first quarter of operation.
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