The Inn at Stockbridge is nestled in the beautiful Berkshires, a highly competitive area for lodging and accommodation businesses.
In 2013, the historic inn was under new ownership and came to Adworkshop seeking a fresh brand identity - one that would convey their energy and vision for the property. Furthermore, the search engines were flooded with competitors. The inn needed to improve its search rankings to be found when customers, near or far, were searching for accommodations in the area.
Our creative team met with the inn owners to formulate their vision for the Inn’s new identity. From there, Adworkshop created a new logo, fonts, colors, and guidelines while the web team developed a new search-friendly adaptive website featuring seamless integration of a third-party reservation system. Next, a strategic search marketing plan was developed and implemented that used both paid and organic tactics.
Using AdWords, Google’s ad platform, our certified AdWords professionals conducted keyword research to create pay-per-click ad campaigns designed around the client’s goal of increasing reservations during the off-peak travel season.
To improve the inn’s position in search results, an organic search plan was launched. Through topic modeling, content creation, and on-page optimizations, the inn saw dramatic increases in search rankings. Through Google Analytics, we were able to tracking incoming traffic sources and monitor the program and website’s success.