Marketing Plan
The Nest
industry
tourism
contributions
Rebranding
Website Development
High-Performance Landing Page
Inbound Marketing
Social Media Ads
Direct Mail Campaign
Radio Ads
the ask
When the Bender family, Dacy, Doug, Diane and Dane, owners Memories RV Resorts and Enzo Developments, first approached Freshly Pressed, they had already established a monumental series of goals: to reposition their brand, revitalize their company, attract a younger audience, and sell out the Phase 1 expansion of The Nest at Crowsnest Mountain; a fully-serviced 4-season RV vacation destination in the shadow of the Rocky Mountains.
The Nest, known at the time as Crowsnest Mountain Resort, was widely perceived as a sleepy wilderness getaway marketed largely towards weekend visitors and retirees. The successful sale of the first phase of properties, however, was reliant on engaging a demographic who was prepared to make a long-term financial investment by purchasing permanent titled lots, as opposed to single or multiyear holiday leases.
the solution
Freshly Pressed recognized that an extensive repositioning of the resort was critical to the campaign’s viability. The Nest at Crowsnest Mountain needed to be viewed as a year-round adventure destination for a younger demographic, such as millennials, who are wilderness enthusiasts and thrill-seekers, while maintaining an atmosphere as a fun and relaxing family-friendly mountain resort. Showcasing these distinctions, while retaining a strong sense of familiarity and emotional connection with the existing Memories RV brand, became a key pillar of this campaign.
here’s what our team delivered:
rebranding
website development
high performance landing page
inbound marketing
social media ads
direct mail campaign
radio ads
rebranding
Freshly Pressed initiated a complete renaming and rebranding of Crowsnest Mountain Resort to The Nest at Crowsnest Mountain, signalling the arrival of an exciting new era, and suggesting an oasis of warmth and hospitality in a beautiful and rugged environment.
logo
Our design team crafted an iconic and instantly recognizable logo, blending stylized mountains, feathered wings and the sunrise, all aligning perfectly with the new name and existing brand values.
colour palette
typography
primary font
secondary font
website development
The Nest’s attractive new website features an intuitive UX, stunning design, and streamlined copy engineered to guide the user from first
inbound marketing
Our team assembled and produced digital marketing materials identifying and highlighting many of the things to see and do in the Crowsnest Pass area, such as activities, local attractions and businesses, facilities, events and more, with links guiding readers towards The Nest’s website.
social media ads
A 4-season advertising campaign was built and promoted through major social media platforms, including strategic paid ads tailored towards the intended audience demographics.
direct mail campaign
To create additional touchpoints in specific geographic areas, we designed a mailer that was both gorgeous and functional and targeted the same areas the radio campaigns ran.
Our team identified a number of actions essential to the fulfillment of these objectives: a Go To Market Plan that involved rebranding, web development of a high-converting landing page, followed by a comprehensive inbound campaign including social media, direct mail campaigns and radio advertising - all with the ultimate goal of driving prospective clients towards conversion.
As a direct result of this campaign, The Nest at Crowsnest Mountain was able to:
Elevate Brand Awareness and Recognition: These campaigns, both initial and ongoing, effectively and positively communicate The Nest’s unique identity within both the Memories RV brand and the wider RV destination market.
Generate Increased Interest: Active, multiplatform marketing continues to attract new customers towards both permanent and short-term residence at The Nest at Crowsnest Mountain.
Revitalize the Company: Memories RV has seen a significant revitalization in brand valuation, due in large part to improved target audience perception and focused organizational objectives.
Completely Sell Out Phase 1: The Nest attracted a dedicated client base and successfully sold all Phase 1 lots within an astounding three-month period.
Freshly Pressed’s strategies, resources and tools have generated the leads needed to make this campaign a sell-out success.
Memories RV and the Bender family have achieved their declared goals, and used that momentum as a launching pad for future development and marketing in preparation for the upcoming Phase 2 expansion. From the first sketches to the final product, we are proud to have played a significant role in making their vision a reality.