Online Marketing Program for Trip Operator
Project Case Study: National Marketing Program for Dover Harbor Train Excursion Sales
Client: The National Railway Historical Society, Washington, D.C. Chapter (DCNRHS)
Where: Metro Washington D.C. Area
Challenge: A historic preservation non-profit founded in 1944 struggled to quickly reach new rail excursion customers younger than its typical 50+ demographic and beyond its local audience.
Project screenshot (click for full-size)
Solution: Created email marketing program, tested Facebook ads, created publicity calendar, created foolproof email signup process for live events, and claimed brand’s Twitter account.
Result: Grew email list 29% in under a year and consistently netted 33-42% open rates (more than twice the travel & tourism industry’s 16% average email open rate).
My Role: Collaborated with stakeholders to establish business goals. Revived email marketing program by converting direct-sent emails to an email service provider. Created publicity calendar to maximize efficiency and consistency. Designed and wrote copy for emails, including monthly promos and “trigger” emails.
When: 2008-2011
Client Testimonial:
“Karl singlehandedly revived a dormant monthly e-mail Trip News transforming it with great style into a very attractive and effective marketing tool while setting it up in an automated manner to minimize the work.
Karl has also pushed our organization into new avenues with Facebook advertising, coordinated publicity efforts by creating an annual publicity calendar, and work which is leading us towards online trip ticketing.
Karl brings enthusiasm and excellent skills for analyzing situations, incorporating experience and advice from others and constructively seeking solutions…”
–Kevin J. Tankersley, Vice President, DCNRHS (via LinkedIn.com)
Project URL: http://www.dcnrhs.org/travel-with-us/mailing-list-sign-up (new template)
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