HOLIDAY PARK CAMPGROUND

Campground Sees 280% Increase in Engagement in Just 90 Days

Holiday RV Park Case Study (2)
Vertical Website Pictures (6)

Client Overview

This 250-site campground is nestled just outside of Traverse City, MI on a lake with a private beach, beautiful wooded grounds, and a staff that keeps the grounds pristine. Though the campground was booked during peak seasons, they struggled with reservations at the beginning and end of the camping season in Northern Michigan.

After auditing their social media platforms, I outlined a content strategy that allowed the campground to stay relevant in their own industry without chasing trends. By shifting from static images to engaging Reels and carousels highlighting everything from the grounds to the staff, we were able to capture more attention and drive engagement, even in the off season months. Keep scrolling to see the results we got within just 90 days.

Project Summary

I led the content strategy for the campground for the 2022-2024 seasons. During this time, I provided monthly reports and analysis for the Campground Manager in the form of video screen recordings. I walked him through what we were seeing with Reach, Engagement, Video Plays, and Follower activities.

The shift in content drew compliments nearly immediately from campground staff, campground members, seasonal campers, and community members alike. The results we'll talk about in this case study are for a 90-day timeframe. We had similar results each season, but will keep our focus to the 2024 season.

Vertical Website Pictures (8)
Vertical Website Pictures (9)

The Strategy

Most campgrounds don't have great data so I was delighted to find that Holiday RV Park had quite a bit of demographic information about their customers. Using this information, I crafted a strategy that took this data into consideration. For example, if the data is showing us that 90% of campers have dogs, then promoting the park's dog-friendly features or dog-centric events plays incredibly well, especially if we can get current customers to come back more than once. After all, it costs less to increase revenue from current customers than to acquire new customers. 

We also attracted new campers with a combination of hashtags and SEO keywords, so we could ensure our content was getting in front of the right people. I also kept in close contact with the office staff so we could make sure we were targeting days and timeframes that had open availability. These tactics all combined into one strategic roadmap yielded some pretty awesome results.

Proven Results

The campground started with a very small, local audience, and largely utilized Live videos and static images of the campground. By pivoting to a modern approach and infusing it with culturally relevant trends that kept the campground relevant, the internet responded very well. In just 90 days, we saw a 322% in Reach on Instagram, a 281% increase in Engagement, a 37% increase in 3-Second Video Views, and a 90% increase in Followers. A platform like Instagram is notoriously difficult to build a following when compared to a platform like TikTok, so we were extremely happy with these results.

If you'd like results like these for your own business, send me a quick note and let's get started!

  • +322%
    Increased Reach
    This is how many people saw Holiday Park's content in their feeds, an indicator that the algorithm found the content to be a good experience for users.
  • +281%
    Increased Engagement
    This is how many people liked, commented, or shared Holiday Park's content.
  • +44%
    Increased 0:03 Views
    This is how many people watched Holiday Park's videos for more than 3 seconds, an indicator of interest.
  • +90%
    Increase in Followers
    This is how many people opted in to follow along with Holiday Park's content, a strong indicator of interest.