STORYTELLING IN MARKETING ISN’T JUST ABOUT PRODUCING PRETTY ADS WITH A NARRATIVE, IT’S ABOUT TELLING THE STORY OF THE ‘BRAND’ ACROSS MULTIPLE MEDIA CHANNELS AND USING VARIOUS TOOLS AND METHODS TO GET THE MESSAGE ACROSS.
Storytelling branding techniques can give credibility and personality to brands both large and small. You can build more meaningful relationships with your customers by either highlighting the people behind the brand, creating a distinct tone of voice across all media channels or by using the history of the brand to broaden the richness and authenticity of your story.
MarDon Resort asked me to evaluate their business model, the resort property, interview staff and see the new ongoing improvements to help re-brand the resort beyond just a sportsman destination. They wanted to keep their base clients but also serve generations of families and in addition, more RV recreation enthusiasts.
The destination is a thriving resort in Central WA expanding to include family amenities beyond its original customer base of sportsmen and women. We were retained to build the brand for the destination from the ground up. Including all branding, advertising, website and design, and tradeshows to reach new clients and target old ones that were a fixture to the resort in their youth.
What we did
How It Was Done!
Websites3Sixty has always stood for simplicity in design: “Less, but better.” In redesigning MarDon's logo I had to keep its base history with sportsmen but also attract resort sophistication with more upscale class the resort was modeling for. The end was result was a logo that consumers identify easily and can eventually over time stand alone as a icon without text to identify the resort.
The resort wanted to highlight the new changes it was currently developing to increase its occupancy and services and to provide a different approach to resort living. The current branding was dated and targeted only a small sporting group using people fishing and disorganized collage of images. I made the approach to create a brand platform that highlighted a community of travelers, lifestyles and interests that best suited this type of resort. Almost everything about the resort included water related activities. Our resulting brand platform: “Your Destination for All Things Water.”
Glowing reviews and articles followed. Early results through social media and other digital platforms showed a 32% increase of the resort awareness and booking goals are currently exceeding expectations. In addition to launching of the new website, along with new branding formulations, we began a limited budget marketing strategy using a combination of print and social media. The end result after the first month saw an increase of over 18% in profits and 26% in new bookings compared to last year in the same time period.