Integrated Marketing Agency

Selected Case Studies

Integrated (IM) = Digital Marketing (DM) + Traditional (TM)

Cayman Islands Department of Tourism

SEO

CHALLENGE:

Website strategy, language, and optimization was implemented across 5 websites, 3 continents, and 3 languages. In some of the newer markets where global media spends were typically less, Blueliner had to use search engine optimization as an initial touch point for those that may not have considered vacationing in the Cayman Islands. A unique strategy and implementation plan was required for each web property.

BLUELINER'S SOLUTION:

In order to maintain a high level of user interest on site, Blueliner used its identified niche targets and heavily optimized those pages in unique campaigns. Blueliner opened numerous additional entrance paths on site in addition to the homepage (which had been the sole initial touch point).

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Cayman Islands Department of Tourism

Web Strategy

CHALLENGE:

Traffic numbers weren’t the client’s sole focus, and the ultimate goal remains bringing people to island. Blueliner had to identify targets more likely to convert in a saturated market.

BLUELINER'S SOLUTION:

Because short tail search trends were so dependent on the allocation of yearly media spend, Blueliner was tasked with a solution for sustainable, targeted traffic. Blueliner researched the niche categories the brand was found in organically. In what segment did users regularly discuss the Cayman Islands as a point of interest and was there a steady stream of content and interest online in this cross section to justify optimizing the site organically for it? Blueliner identified the client's two main segments.

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Cayman Islands Department of Tourism

Web Development

CHALLENGE:

The Department of Tourism used single-purpose custom modules in creating the website, which resulted in several coding complications for search engine marketing.

THE BLUELINER SOLUTION:

Blueliner's development team worked together with another CIDOT partner agency to clean up site coding and create new scripts for better usability, and improved search marketing capabilities.

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Chaa Creek Resort

SEO & Social Media

Challenge:

The Lodge at Chaa Creek is a top eco resort & hotel in Belize, Central America. The main challenges were stale content, low organic search rankings and lack of social media presence. Blueliner needed to help the client increase Search Engine Optimization (SEO) presence, create brand awareness through social networks and drive reservations via web.

Blueliner's Solution:

An SEO campaign was launched and the Chaa Creek Belize Travel blog was created with engaging content and interactive videos. Social networking profiles were created and optimized on Twitter, Facebook, Youtube and Flikr. Traffic to the website rose over 200%, and Chaa Creek’s website is now on the first page of the “Big 3” Search Engines for top keywords in the industry, such as “honeymoon vacation”. Online reservations rose from 60% to over 90% due to increased search traffic and brand awareness.

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Health City Cayman Islands

Social Media

CHALLENGE:

Health City needed to become a more visible and respected medical content resource on the web.

BLUELINER'S SOLUTION:

Blueliner ran a breast cancer awareness social media campaign over the course of one weekend, a time when most of the target audience allocates time to online research. The results were dramatic and historical. This strategy proved to be a huge success. Within only one evening, the post reached over 300k people organically. This strategy proved to be a major success in positively impacted organic reach without dipping into a paid media budget. This was the most engaging post for Health City with over 12k people having actually watched the embedded video.

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Health City Cayman Islands

Website Design

CHALLENGE:

Health City needed an updated and optimized design for phase two of their website in order maintain and build on their position as a global leader in the medical tourism sector.

BLUELINER'S SOLUTION:

Working hand in hand with the client, Blueliner created an optimal phase two design for the Health City Cayman Islands website which includes refreshed content that speaks clearly to the target audience, eye-catching imagery which makes the client's innovative services clearly stand out and finally, a user experience which is second to none.

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Rendezvous

SEO & SEM

CHALLENGE:

Tactics (once successfully) used for SEO by a previous agency were penalized by major search engines. New algorithms considered much of the external in-links the web properties acquired to be unnatural. In consequence, previously high search engine results page (SERP) rankings for the client disappeared overnight, taking them from page one on major search engines for select search terms, to no ranking.

THE BLUELINER SOLUTION:

Blueliner developed an aggressive, focused, geo-targeted Search Engine Optimization campaign for SunSwept Resorts’ two main web properties. After sorting through past optimization procedures and manually removing them, Blueliner began the process of re-building the external in-link portfolio to reflect a natural, organically-successful website. Blueliner overhauled the search engine optimization and search engine marketing targeting strategies and sought to identify new niches, new entrance paths, and develop sets of highly targeted keywords within those niches that would convert into a targeted web user.

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Rendezvous

Web Design

CHALLENGE:

The client’s web properties were built on alternate content management systems, one of which was a custom build that the resort did not hold licensing rights to. This made optimization extremely difficult as it narrowed Blueliner’s ability to optimize the site and influence user behavior.

THE BLUELINER SOLUTION:

Blueliner re-created the websites on open source platforms. The re-created websites nearly mirrored the old sites in terms of branding and style, but included several changes to formatting, fonts, positioning, size, and mobile capabilities in order to optimize the site for maximum conversions.

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Rendezvous

Digital and Print Media

CHALLENGE:

Luxury resorts in Saint Lucia are highly competitive. There are several other properties on island that aggressively fight for the digital and print media share.

THE BLUELINER SOLUTION:

Blueliner completed a full analysis of the competition. Blueliner looked at everything from the market, to optimal performance windows, the niches that existed within the market (in both St. Lucia and the Caribbean as a whole), and the fluctuations of interest within those niches throughout the year. Blueliner’s marketing plan was comprised of models in which the resorts were allowed to share digital and traditional media market space with their competitors for particular niches, and alternate niches identified where the resorts could live independently.

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The BodyHoliday

Online Advertising

CHALLENGE:

The BodyHoliday enjoyed an optimal occupancy rate year round with full occupancy during the busy season. That said, most of these visitors were brought in via travel agents (expensive), or word of mouth referral (difficult to quantify). Website bookings at the thebodyholiday.com were almost non- existent. The BodyHoliday wanted Blueliner to explore ad tactics that could drive online purchases before making a significant investment into a full site redesign.

BLUELINER'S SOLUTION:

With a limited budget per month in ad spend, Blueliner ran Ads that were segmented between three geographic market (U.S.A, Canada & U.K), specific vacation needs (Fitness vs Relaxation) and specific events the body holiday was offering at the time. Using, adwords and Facebook, Blueliner tested whether targeted ads geared towards these demographic profiles, and look alike audiences yielded a result (a booked purchase). Within a two month span, The BodyHoliday's reported conversions significantly improved past set target rates even with a limited budget.

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The BodyHoliday

SEO & UX

Challenge:

The BodyHoliday enjoys an optimal occupancy rate year round with full occupancy during the busy season. That said, most of these visitors were being brought in via travel agents (expensive), or word of mouth referral (difficult to quantify). Website bookings at the thebodyholiday.com were minimal.

Blueliner's Solution:

Using the site structure given, we created dedicated landing pages, that were content and keyword rich, with multiple calls to action, that all lead towards to same conversion end goal. Booking of Trip. The focus here would be to create mobile friendly landing pages, as we know most of the ads viewed on Facebook are from mobile users. Within a two month span, The BodyHoliday's reported conversions significantly improved past set target rates even with a limited budget.

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