Connecting a Madison Hotel with a Lucrative Partner
Madison-based Staybridge Suites not only offers beautiful accommodations and personalized customer service, but also boasts a premiere location. We helped them connect with a hyper-specific audience — health care providers in town for an annual conference — and secure a 6-figure, year-long contract.
Paid Media Planning & Digital Advertising
The Staybridge team wanted to connect with potential customers who frequently travel to Madison for Epic Systems training and would be drawn to Staybridge’s close proximity to the software giant. Staybridge’s offering to Epic trainees was attractive, including special discounted rates, complimentary shuttle service, and workstations. The challenge was getting the word out — driving leads that resulted in booked rooms and long-lasting relationships with this niche target audience.
Creatively Targeting a Niche Audience
Key to our efforts was a careful targeting strategy to serve ads to a very niche audience: decision-makers within healthcare organizations who would be responsible for coordinating training trips to Epic’s campus.
We set specific ad parameters and retargeted visitors to the Staybridge site, as well as users whose web activity hinted at an upcoming trip to Madison (e.g. visits to the Dane County Airport site). Over time, we tested a variety of audiences, continuing to optimize our targeting efforts throughout the campaign.
Ad & Landing Page Creation
We created a variety of search, display, and social ads for the campaign. This involved coordinating an onsite photoshoot for ad creative, writing ad copy, and producing a variety of ad variations and sizes.
To accompany the ads, we also designed and developed a landing page specific to our target audience. After deploying the landing page, we continued to optimize it based on heatmap findings. Outside of the campaign-specific landing page, we made other website optimizations to enhance users’ online experience with Staybridge, including adding testimonials and more detailed amenities descriptions.
Results: Securing a Six-Figure Contract
As the result of our paid digital advertising efforts, Staybridge signed a six-figure year-long contract with a large Epic customer that routinely sends employees to Madison for Epic training. The campaign saw a return on ad spend (RoAS) of 571%.