Resort Automation Conference

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Scott

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Scott Creative Website Design & Development SEO & Search Marketing Email Display Social Media Offline Customer Lifecycle Conversion Optimization Direct Response Everything!

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Scott

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Scott

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Scott

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Kent

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Kent & Matt Multiple properties with similar geographic keyword focus (who owns "beaver creek resorts") Seasonally different content: Winter vs. Summer content. Strategy to support other Vail Resorts initiatives (BCRP, Iconic Weddings, Legendary Lodging). Scalability for new properties on the RockResorts.com website. Reporting for RockResorts property managers at corporate level.

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Scott

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Kent

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Kent

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Kent

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Kent

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Kent Keyword Seasonality Regional Distribution Events A/B Testing

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Kent Keyword Research

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Kent

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Kent The classification of organisms in an ordered system that indicates natural relationships. The science, laws, or principles of classification; systematics. Division into ordered groups or categories:

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Kent With all this data we were able to determine what content should the site be built around.

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Kent

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Kent Navigation

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Kent

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Kent

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Kent

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Matt

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Matt

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Matt

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Matt

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Matt

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Matt

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Matt

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Matt

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Matt

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Matt

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© 2011 RTP, LCC. All rights reserved and CONFIDENTIAL.  sponsored by Data-Driven Marketing: Fact vs. Fiction The power of data-driven marketing and how it can be used for a competitive edge.

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© 2011 RTP, LCC. All rights reserved and CONFIDENTIAL.  Fact: Data Must Drive Marketing Strategy (otherwise you are just guessing)

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© 2011 RTP, LCC. All rights reserved and CONFIDENTIAL.  Strategy is a Roadmap to Accomplish a Goal Optimization is Doing More of What Works

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© 2011 RTP, LCC. All rights reserved and CONFIDENTIAL.  Data is the Fuel of Strategy & Optimization The “vehicle” is Analysis Methodology Insight Reporting

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© 2011 RTP, LCC. All rights reserved and CONFIDENTIAL.  Data Sources Are All Around Us Customer Data Sales Data Analytics Primary/Secondary Research Search Intelligence Social Media

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© 2011 RTP, LCC. All rights reserved and CONFIDENTIAL.  Case Study: RockResorts

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© 2011 RTP, LCC. All rights reserved and CONFIDENTIAL.  Situation Analysis RockResorts’ luxury resort hotels offer casually elegant accommodations, state-of-the-art spas, renowned golf courses, award-winning dining & exciting outdoor adventures. RockResorts website and online marketing strategies were not data-driven and under-performing. Economically, the RockResorts website acts as a booking engine & lead generator, converting traffic into bookings or group sales leads. RockResorts engaged RTP Interactive & Ethology to provide a complete overhaul of their web properties and online strategy.

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© 2011 RTP, LCC. All rights reserved and CONFIDENTIAL.  Competitive Analysis

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© 2011 RTP, LCC. All rights reserved and CONFIDENTIAL.  Branded Demand

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© 2011 RTP, LCC. All rights reserved and CONFIDENTIAL.  Content Reach

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© 2011 RTP, LCC. All rights reserved and CONFIDENTIAL.  Incoming Links

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© 2011 RTP, LCC. All rights reserved and CONFIDENTIAL.  Organic Keyword Rankings

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© 2011 RTP, LCC. All rights reserved and CONFIDENTIAL.  Other Data Points

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© 2011 RTP, LCC. All rights reserved and CONFIDENTIAL.  Search Demand by Keyword Categories

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© 2011 RTP, LCC. All rights reserved and CONFIDENTIAL.  Data-Drives Strategy: RockResorts

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© 2011 RTP, LCC. All rights reserved and CONFIDENTIAL.  Core Business & Taxonomy

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© 2011 RTP, LCC. All rights reserved and CONFIDENTIAL.  Content Opportunities

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© 2011 RTP, LCC. All rights reserved and CONFIDENTIAL.  Information Architecture

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© 2011 RTP, LCC. All rights reserved and CONFIDENTIAL.  Navigation

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© 2011 RTP, LCC. All rights reserved and CONFIDENTIAL.  Initial redesign included sub-domains for each property - each property can stand alone in authority. Redesign included a well structured content layout and URL structure. Evaluate which properties are strong based on keyword rankings vs. RockResorts revenue & importance. Establish deeper & additional content for pages that were under performing (Dining, Room Description,etc.) Search Engine Optimization

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© 2011 RTP, LCC. All rights reserved and CONFIDENTIAL.  Internal linking boosted through new links between Spa, Dining, Activity pages and other hotel description pages. Worked with existing partners. Supported Residences pages and other Vail Resorts initiatives through outbound linking. Established "hub" of competitor's links that are worth targeting (created a similar backlink profile). Claimed Google Places listings for all properties and added new local links to build 3rd party references. Link Building

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© 2011 RTP, LCC. All rights reserved and CONFIDENTIAL.  Established a content revision schedule for each RockResort property where the most important pages were evaluated first. Established new content for Winter/Summer activity pages. Groups, Meetings, and Weddings content added and optimized to boost rankings in this important category for all properties. Rates & Specials pages focused on higher search volume keywords such as "beaver creek vacation packages". Content Marketing

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© 2011 RTP, LCC. All rights reserved and CONFIDENTIAL.  Data Drives Results: RockResorts

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© 2011 RTP, LCC. All rights reserved and CONFIDENTIAL.  Results

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© 2011 RTP, LCC. All rights reserved and CONFIDENTIAL.  Results

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© 2011 RTP, LCC. All rights reserved and CONFIDENTIAL.  Results

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© 2011 RTP, LCC. All rights reserved and CONFIDENTIAL.  Results

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© 2011 RTP, LCC. All rights reserved and CONFIDENTIAL.  Results

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© 2011 RTP, LCC. All rights reserved and CONFIDENTIAL.  Results

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© 2011 RTP, LCC. All rights reserved and CONFIDENTIAL.  Results

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© 2011 RTP, LCC. All rights reserved and CONFIDENTIAL.  Results

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© 2011 RTP, LCC. All rights reserved and CONFIDENTIAL.  Other Results Optimized content increased campaign CTR landing pages by 30-200% Optimized mobile functionality enhanced the experience for mobile users Ongoing data analysis enables the business to stay ahead of trends Data analysis helps us deliver on our Experience of a Lifetime brand promise

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© 2011 RTP, LCC. All rights reserved and CONFIDENTIAL.  Conclusion Without Data Your Are Lost in the Woods Data is the Fuel of Strategy Strategy is a Roadmap to Accomplish a Goal Optimization is Doing More of What Works Data-Driven Marketing Yields a Competitive Edge

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© 2011 RTP, LCC. All rights reserved and CONFIDENTIAL.  sponsored by rtp.com ethology.com rockresorts.com

Summary: Resort Automation Conference

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