Driving Subscription Growth for the National Ski Slope with Paid Social Advertising and Google Search
200%
Increase in Block Bookings
70%
Sign-ups Increase
500%
Increase in Website Traffic
Background
Sport Scotland, a leading sports body, aimed to boost the number of block bookings and encourage customers to transition from pay-as-you-go to subscription-based ski lessons at the Newmilns Ski Slope, this was to ensure the longevity of the largely charity and grant based slope and the only of it's kind in the UK. They sought a targeted marketing strategy that would effectively promote their offerings and enhance customer engagement.
The Challenge
The primary challenge was to identify and reach potential customers who were most likely to benefit from the subscription-based skiing lessons at Newmilns Sky Slope. In addition, Sport Scotland needed to effectively communicate the advantages of their subscription model, while simultaneously increasing overall awareness and interest in their skiing offerings.
Our Approach
Our comprehensive strategy leveraged both paid social advertising and Google Search, supported by the Google Ad charity grant, to reach a wider audience and generate interest in the Newmilns Ski Slope ski lessons. We began by conducting thorough research to identify the target audience, their preferences, and motivations. This information was used to create tailored advertising campaigns that focused on the unique selling points of the subscription model and the benefits of block booking lessons.
We utilised paid social advertising across various platforms, including Facebook, Instagram, and TikTok, to reach a diverse audience and drive targeted traffic to the Newmilns Ski Slope website. Simultaneously, we employed Google Search campaigns with optimised keywords to ensure that potential customers searching for ski lessons or related activities would discover the Newmilns Ski Slope offerings - all largely using the Google Charity Grant Status and funding available.
Throughout the campaign, we closely monitored performance metrics, fine-tuning our approach based on data-driven insights to maximise engagement and conversion rates with drive to a CRM focussed sign-up and conversion campaign.
The Results
Our integrated marketing strategy, which combined paid social advertising and Google Search, successfully increased awareness and interest in the Newmilns Sky Slope ski lessons. The campaign results were impressive:
- A significant increase of 200% in block bookings, demonstrating the effectiveness of our targeted messaging in driving customers to commit to multiple lessons.
- A notable increase in subscription sign-ups online (Up 70%) from existing customers with targeted paid social messaging, indicating a successful shift from pay-as-you-go to the subscription model for many customers.
- Enhanced brand visibility and awareness, as evidenced by increased website traffic and engagement metrics never seen by Sport Scotland's Charity Ski Slope.