Old Sod Travel, a boutique travel agency specializing in customized trips to Ireland, Scotland, and England sought to host the inaugural Holey War golf tournament in Ireland between alumni of St. Joseph’s University and Villanova University in 2017. As a result of low awareness the trip was canceled. In 2017 Old Sod Travel set out to promote the trip again targeting the summer of 2018. With only a small list of interested alumni from the previous year, Old Sod Travel questioned how to make this a success without direct access to alumni of the two universities.
Knowing Old Sod Travel needed to reach a niche audience who they had little to no contact with, BKM recommended a ‘Keep Me Updated’ campaign to build awareness and curate a list of interested leads who would receive more details about the trip and registration as they became available. The two primary channels used in this campaign were social media and print.
Both channels drove to a landing page where interested parties could sign-up to stay informed about trip details and registration. There was also an option to pre-register for those who already knew they wanted to attend.
The Keep Me Posted campaign yielded a total of 69 leads, up significantly from the 2017 trip. 58% (40) of leads came from the Facebook campaign with the remainder coming from direct site traffic, referrals, or search.