The Bay Tree Broadstairs Case Study

KPS have been working with The Bay Tree for almost 4 months (since mid-April 2015) to help develop and implement their Digital Marketing strategy. So far, the main focus has been on creating an online presence and buzz around the Hotel on Social Media, but there are plans to introduce email marketing, blogging & much more in the future - watch this space!

We have provided The Bay Tree with a variety of ongoing support and management including; Social Media strategy development & management, Social Media content & artwork creation, one to one Social media coaching, Wordpress training and we have begun to develop The Bay Tree's email marketing campaigns & branded email templates.

This has resulted in a fully developed Social Media growth programme in addition to the client proving to have developed an invaluable set of Social Media skills.

The Bay Tree have valued the comprehensive 24/7 email and telephone support we provided as this enabled their business to achieve some incredible results in a very short space of time.

Client highly trained with Social Media skills.

Regular bookings & enquiries through Social Media.

12,789 Twitter profile visits in 61 days.

Regularly recommended on Social Media aided by a successful Social Media engagement strategy.

Regularly sold out on weekends.

Regularly 210+% more Facebook Engagement than top competitors.

2,676 followers grown in 76 days (2,676% growth).

The Bay Tree is a beautiful Hotel situated in Broadstairs which was recently taken over by Robert Stone and Alistair Dixon who are originally from London.

With a high class, boutique refit planned to begin in November 2015, both owners knew they had to start to create a buzz online around the Hotel.

There will most certainly be lots of exciting things happening over the next year, follow their story on Social Media here;

With new owners on board who were brining a fresh approach to the Hotel, The Bay Tree's Digital Marketing strategy was starting from scratch.

The Bay Tree faced a number of challenges which are outlined below;

1. They had no clear Digital Marketing Strategy.

2. Starting from zero meant everything had to be created from scratch.

3. The clients had basic Social Media skills.

4. There was minimal brand awareness.

5. No bookings were being made online meaning high telephone traffic.

6. The Hotel had not built up any kind of reputation online.

"They have helped us set up a business Facebook account, shown us how to communicate with clients and suppliers, identify suitable content, identify suitable markets and target those effectively plus maximise the number of 'likes' and widen our audience .”

Robert Stone, Director, The Bay Tree Broadstairs

After meeting Robert and Alistair it was clear they were passionate about making the Hotel a success. With the Hotel so close to where we are based (5 minutes down the road) it was hard not to get excited about the huge potential for this business.

After completing a thorough Digital Marketing Diagnostic with Robert and Alistair, KPS created a tailored Digital Marketing Action Plan. The Action Plan was focused on achieving The Bay Tree's objectives and overcoming their challenges.

KPS provided the following support;

Facebook Engagement

Engagement is one of the most important factors on Social Media if Businesses want to be successful and build long-term relationships with target markets.

From analysing The Bay Tree's Facebook Engagement Analytics, it is clear that they surpass even the most prestigious competitors who have been around for years.

As you can see below, we have taken a screenshot of this weeks figures (07/31/2015 - 08/06/2015) as an example. The Bay Tree has had 90 engagements this week alone (likes, shares & comments) with the next closest competitor having only 29 engagements. These figures are forecast continued growth as Facebook audience grows.

Twitter follower Growth

To achieve the regular bookings and enquiries through Social Media, KPS needed to help increase The Bay Tree's brand awareness.

One way KPS helped to achieve this was through Twitter.

Firstly, KPS helped The Bay Tree grow a targeted Twitter following from 0 to 2,676 followers in 76 days (2626% growth, see screenshot below).

Secondly, through implementing a highly effective Social Media content & engagement strategy, KPS helped The Bay Tree continue to engage and provide valuable content for their audience.

These figures are continuing to grow on a daily basis (Data valid up to 06/08/2015)

Twitter Profile Visits

In addition to building a targeted audience on Twitter, KPS helped increase brand awareness and create a huge buzz around The Bay Tree.

This resulted in achieving 12,789 Twitter profile visits in 61 days (June and July 2015, see screenshot below).

Client highly trained with Social Media skills

Providing bespoke Social Media Marketing training to Robert (owner) provided added value in a number of ways. Firstly, he was taught a highly effective and sustainable Social Media Marketing strategy & framework.

Secondly, he gained valuable Social Media Marketing skills, allowing him to bring Social Media Marketing in house, helping to reduce costs.

Finally, Robert was provided 24/7 support which enhanced his pace of learning.

Regular bookings and enquiries through Social Media

Since helping The Bay Tree to develop a strong online presence, they are now receiving regular bookings and enquiries through Social Media. Take a look at the two images below for some recent examples

Regularly recommended on Social Media

Providing an outstanding experience for customers is down to The Bay Tree and this is most definitely why people recommend the Hotel.

KPS Digital Marketing have been able to enhance this through Social Media. Through building relationships with other local businesses, organisations and people online and driving brand awareness, The Bay Tree now receives regular recommendations on Social Media.

Not only this, KPS Digital Marketing have set-up a number of clever online tools so that when anyone writes on Social Media asking for recommended Hotels in Broadstairs, The Bay Tree get an instant email notification. This allows The Bay Tree to connect with this person and let them know their availability - clever ay! Take a look at the images below for some recent examples.

"We feel that KPS have been very helpful in initially setting up these accounts then providing detailed training so that we can harness the power of Social Media for maximum benefit and would have no hesitation in recommending their services to other businesses."

Robert Stone, Director, The Bay Tree Broadstairs