An Adventure Park's Marketing Overhaul
Recreation facility success is built on a wide array of savvy strategies and smart management. Effective marketing strategies can completely revolutionize your facility's ability to compete and succeed. For Muskegon Luge Adventure Park, that meant boosting engagement in the summertime.
With a name like Muskegon Luge Adventure Park, it's hard to imagine how the nonprofit facility, located in Muskegon, Mich., could become a hot attraction beyond its busy winter season, but with the help of TMBPartners Marketing Communications and Design, the facility saw its summer sales increase.
Muskegon Luge is well-known for its winter activities as one of only four luge tracks in the United States. As part of its long-term strategy, Muskegon Luge wanted to expand the activity park into a year-round destination by adding summer activities and attractions such as zip lines, their summer luge track, archery and hiking trails.
As a nonprofit, Muskegon Luge had access to a monthly Google grant of up to $10,000 if it met certain goals, but was often only utilizing 10% of the available funds. To introduce its year-round activities, Muskegon Luge collaborated with TMBPartners to create a campaign to better utilize the grant funds and increase summer engagement, which was successful as people utilized the park's new amenities and activities.
"Muskegon Luge Adventure Parks has long been a wintertime favorite thanks to its luge tracks and winter activities. With the launch of their new Dual Zipline, they finally had an opportunity to become a summertime favorite as well," said Tom Blanck, owner and creative director of TMBPartners. "Our digital marketing strategy was to highlight summer activities to improve off-season ticket sales through specially designed seasonal landing pages instead of Muskegon Luge's primary website. As a result, there was more control over the customer's journey through the buying funnel. It also allowed us to update branding and awareness through the display to achieve increased ticket sales, brand recognition and new customers."
The campaign also gave Muskegon Luge the opportunity to test out TMBPartners' digital marketing and web design services, giving it confidence in the firm's collaborative approach before signing an agreement for the company to redo its entire website and ad strategy.
"Very quickly we established a collaborative relationship where we regularly communicate and get updates on campaign results and benchmarks to further continue our growth," said Bill Bailey at Muskegon Luge Adventure Park. "Their team was great to work with because they had a unique ability to understand and target the right audiences to focus on the creative and maximize opportunities to expand our brand recognition and help us become recognized as a year-round activity park."
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