Resort Destination Marketing
Going Beyond Ordinary
There are 17 ski resorts located within the Southeast and Mid Atlantic region and the member resorts such as Snowshoe Mountain, Massanutten, Beech Mountain and Appalachian Ski Mountain all wanted a web presence that not only provided all of the snow reporting and weather information for each of their communities; they also wanted a website that promote lodging, equipment rentals and content that would promote more “skier visits” to each of the ski areas. SkiSoutheast.com was redesigned to reflect the region as a quality destination for skiers and snowboarders from around the Southeast and Mid-Atlantic.
The 17 resorts are all about destination marketing to get the message out to those who live within driving distance of each of the mountain communities.
COMPARING APPLES TO APPLES
Custom CMS created by AppNet allows the content managers for SkiSoutheast.com to add, edit and delete content that drives more traffic to SkiSoutheast than all of the other, numerous regional and associational ski and snowboarding websites such as SoutheastSki.com, goSkiNC.com, DCSki.com and others that were collectively averaging no more than 20,000 unique visitors during the peak, winter ski and snowboarding seasonal months (November-April).
Great content equals improved rankings. Rankings create traffic. In this case traffic equals more skier visits for the ski resorts within the coverage area for SkiSoutheast and their advertising partners.
OH WE GET TRAFFIC!
The team at SkiSoutheast.com took the attitude that “we can do it better” in terms of creating the kind of following and traffic that all of the other ski resort websites in the region were missing out on.
Whereas the multiple state and regional ski websites were collectively averaging less than 20,000 unique visitors and only being found for 1300 important keywords; SkiSoutheast.com’s new design took them to 232,252 visitors from November 1, 2013 through February, 14, 2014 alone.
Most impressively, the new website was found using 15243 keywords during the same period!