{"id":11283,"date":"2023-03-20T11:14:56","date_gmt":"2023-03-20T11:14:56","guid":{"rendered":"https:\/\/www.digitalnrg.co.uk\/?post_type=case_studies&p=11283"},"modified":"2024-01-29T12:33:53","modified_gmt":"2024-01-29T12:33:53","slug":"marshall-meadows-manor-2","status":"publish","type":"case_studies","link":"https:\/\/www.digitalnrg.co.uk\/case-studies\/marshall-meadows-manor-2\/","title":{"rendered":"Marshall Meadows Manor"},"content":{"rendered":"
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Marshall Meadows Manor<\/h1>\n<\/div><\/div><\/div><\/div><\/div>
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Marshall Meadows Manor House is a luxury hotel, restaurant and wedding venue based in the North East of England.<\/p>\n<\/div><\/div><\/div><\/div><\/div>

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challenge.<\/p>\n<\/div><\/div>

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The primary challenge set by Marshall Meadows<\/a> was to increase the number of wedding leads that they were driving via Facebook. The target was to increase the number of wedding brochure downloads by 20% in Q3 and Q4.<\/p>\n

There were also objectives to improve the overall clickthrough rate, increase the number of phone call clicks and drive awareness in Marshall Meadows\u2019s local area via comments, shares and tags.<\/p>\n

There are a number of stunning wedding venues in and around the North East of England, and competition is fierce, so it was highly important to keep Marshall Meadows Manor front of mind!<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/section>

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solution.<\/p>\n<\/div><\/div>

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The first challenge was to ensure that the user’s journey was consistent and to do this we needed to ensure that all traffic was being driven to wedding-specific landing pages, making it easy for them to enquire about Marshall Meadow\u2019s wedding services and download the brochure.<\/p>\n

We optimised the campaigns towards driving the maximum number of wedding brochure downloads. Setting this up as a custom conversion meant that our campaign optimisation was specific to the objectives set by the client.<\/p>\n

Because Marshall Meadows is based in Northumbria, we used previous data to define the geography of the users that we were most likely to convert, as shown below.<\/p>\n

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Our campaigns would target all stages throughout the marketing funnel. We would target users who were not aware of Marshall Meadows Manor, right through to recent website visitors & existing Social followers.<\/span><\/p>\n

We had to ensure we had sufficient coverage throughout. <\/span>Without driving volume at the top of the funnel, we’re suffocating the volume at the bottom!<\/span> In order to achieve this, we split our campaigns out like so;<\/span><\/b><\/p>\n

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  • Prospecting: <\/b>Interests (<\/span>Recently Engaged<\/span><\/i>)<\/span><\/li>\n
  • Prospecting: <\/b>Interests (<\/span>Weddings, Wedding Dresses, Wedding Venue)<\/span><\/i><\/li>\n
  • Prospecting: <\/b>Lookalike (<\/span>Leads & Website Visitors<\/span><\/i>)<\/span><\/li>\n
  • Remarketing: <\/b>Website Visitors<\/span><\/li>\n
  • Remarketing: <\/b>Social Engagers<\/span><\/li>\n<\/ul>\n

    Our ads had to be reflective of the client: Eye-catching, appealing & memorable!<\/span><\/p>\n

    Through the use of \u2018real\u2019 wedding imagery & actual images of the venue, it becomes easier for people to picture themselves at their own wedding. They can see how their own wedding day might look and it creates a sense of aspiration & intri<\/span>gue.<\/span><\/p>\n

    \"Example<\/span><\/p>\n

    Although primarily a Wedding venue, Marshall Meadows Manor also caters for \u2018mini-breaks\u2019. During summer 2022 they introduced their \u2018Glamping Pods\u2019 – this gave us a perfect opportunity to raise awareness of these stunning pods and start driving enquiries & bookings.<\/span><\/p>\n

    These additional campaigns have driven a huge amount of interest & enquiries – since going live, they have been <\/span>responsible for over 390 phone calls<\/b> to the client!<\/span><\/p>\n<\/div><\/div><\/div><\/div><\/div>

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