Capoava Farm: Digital Marketing Management
Capoava Farm, located in Itu, is part of the “Roteiros de Charme” and combines the elegance and the charm of the countryside to proportionate unforgettable moments for its guests.
Our challenge was to reinforce the brand in the B2C and B2B markets, focusing on the final consumer and companies looking for accommodation and space for social and corporative events.
Prior to our intervention, the enterprise was not aware of the metrics and KPI's of its digital environments and had a website that had usability problems when used via mobile.
We assumed the management of all Digital Marketing, with a total focus on reach, performance, conversion, and business.
Using tools such as SWOT Analysis, collective construction of personas and Canvas about the Value Preposition, a digital strategic plan was created, focused on the acquisition of qualified leads, loyalty, and relationship.
Throughout 2018, actions were carried out to obtain:
– A new responsive website, focused on conversions
– Promotion of Fazenda Capoava in the digital environment using Facebook, Instagram, and Google My Business
– SEO optimization
– Relationship, monitoring, and SAC 2.0
- Outbound Marketing Campaigns
– Relationship and loyalty achieved through targeted email marketing campaigns
– Creation of processes and cultures of metrics and KPI's throughout the consumer journey
The metrics implemented nowadays show to the management team how much the digital environment (website + networks + booking engine) contributes in percentage to total bookings and revenues. This knowledge helps to understand opportunities and seasonality in all environments, making it possible to create appropriate strategies for each specific moment. They also help to understand which vehicles and channels provide greater conversion and which ones help more in the recognition of the Farm in the digital environment.
The site's audience has grown 200% since it was measured, organic reach has grown, which placed the Farm ahead of its direct competitors. Digital campaigns have generated increasingly qualified leads, which are expanded and stimulated via segmented email marketing, increasing loyalty.