RMG began the engagement by conducting primary research to assess awareness of the destination among target consumers. Using a target panel enhanced with the existing house file, we were able to better understand perceptions and awareness of Alys Beach.
Following the research RMG developed a Data Portrait Analysis of all homeowners, visitors, event ticket buyers, retail shoppers and restaurant patrons.
The analysis started with data hygiene, confirming name and address and eliminating duplicate or bad records. Twenty-five highly predictive attributes were overlaid on the house file to better profile owners, renters and visitors. This data became the foundation for a predictive model – identifying those most likely to visit Alys Beach based on current owners and renters.
While the client had traditionally seen Atlanta, Nashville and Birmingham as “feeder” markets, data analysis showed that Dallas, Houston, Orlando and Miami were hotbeds for prospect marketing. RMG then developed a multichannel ad campaign integrating digital ads, Facebook and opt-in email to test model recommendations.