Maverick’s Event Center

Executive Summary
Maverick’s Event Center is a venue that specializes in hosting private events like weddings and corporate retreats.

The Challenge
The client feels that the ads on the website are not performing well enough and bringing in enough leads and clients and bookings. Further, the client asked us to look at the site from their target users perspective to understand what could be completed better.

Solution
First, we analyzed the site, its competitors and came up with a strategy for posting content- blogs, ads, emails and social media posts. The website grader noted that overall website performance can run faster and more efficiently if files are combined thus reducing the amount of HTTP requests. It is also recommended that all images are compressed before loading onto the website as well as identifying any render-blocking JavaScript and removing it.. The cumulative effects will ultimately increase the speed at which the website loads each page. There was also a recommendation to purchase an SSL certificate to boost overall user security and has since been completed.
There are several additions that need to be made to the website to truly appeal to the target audience. First, we recommended a blog to be added that should target “ideal clients” (i.e. event planners, corporate clients, and couples planning a wedding). The blog would then highlight activities in the area like whale-watching, address how easy it is to host an event, and show videos detailing a group’s experience (team-building exercises, receptions, etc.). Second, images on the website should have the target audience in mind. If the goal is to increase corporate party reservations then there should be pictures of corporate retreats. We also recommend testimonials from past clients on the homepage that addresses every target audience.
With regards to marketing, our focus will shift specifically to audiences who are not only currently researching venues like the client’s but also intend to make reservations. We will concentrate advertising on corporate and private events and adjust seasonally to include weddings, holiday parties, etc.

Results
Timeframe (July – September)
The new ad campaign that targeted clients looking to reserve corporate and private events created the following results:

• Clicks to website from ads by 788%
• Impressions – increased by 302%
• Cost per click – decreased by 47%
• Overall cost in budget – decreased by 15%
• Average cost per click – decrease by 90%
• Increase in leads – 33%
• Increase in bookings – 300%

SERVICES
Adwords campaign
Roadmap

ClientMaverick's Event CenterLinkmaverickseventcenter.com