Website & Digital Marketing

Case Study

Darren and Karen approached Creative Mode to develop a website and market their new business Sunvan Caravan Sales on the Sunshine Coast. Startups are not usually my jam but as I’d worked with Darren managing the SEO on four other businesses (that he built up and sold) I knew he was going to be good to work with as the trust was there.

“” – Darren and Karen Meehan

 

The Problem

Working out where to position a new caravan business in a competitive market was tricky.  There were a number of well-known brands to compete against and target market was unknown to start with. Darren and Karen needed to build awareness in the category, they needed a new website to showcase the caravans, and they needed to be visible in search and social when people went looking for a new caravan in order to get those enquiries.

The Solution

I researched the caravan market online, learned about competitors and started to define who might be a typical customer for the type of van they sold. I then brought this all together on a digital whiteboard with some ideas for messaging and positioning. Asking lots of questions in meetings with Darren and Karen further refined what we knew would be great selling proposition. We came up with the tagline ‘Get away, get together’ and knew that couples aged 50+ would be the perfect target market to get started. As the caravans were quality local builds with all of the nice to have things included as standard, the vans were positioned at the middle to higher end of the market. 

Having these starter decisions sorted I built a base website to play with the site structure and global navigation. Next was the creative brief and a design moodboard to show our chosen graphic designer what I was looking for visually.  Oriane took the brief and translated this into a user interface design that set the direction for all of Sunvan caravan’s visual assets. We all loved it of course. I got to work coding this into reality as a fully functioning WordPress website with everything needed to get found online.

We launched the site and then moved into the attraction stage, creating ad campaigns, working on search and updating the site under the Creative Mode Digital Marketing Plan.

The Result

Within months, the site was getting minimum top three organic positions for most searches for caravans on the Sunshine Coast. Branded search on their business name increased exponentially over the next six months proving their known position in the category and by the end of the first year Darren and Karen had met their goals for caravan sales. Darren is an extremely unassuming but savvy businessman with a down to earth approach and lots of ideas. We trialled everything he came up with, which meant lots of site changes initially, and used the data to keep ideas or move on to the next one. The digital marketing plan they are now on flexes to work on whatever is needed based on results and what Darren and Karen want to achieve with their business. We have reports set up to see enquiry rates and where they come from so it’s easy to see whether digital ad spend (or radio spend) is working at a glance.

Business & Marketing Strategy, Website Design & Development and Digital Marketing Management

 

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