After O’Rourke redesigned its website and deployed a full suite of new digital marketing strategies, The Mountain Club on Loon enjoyed a substantial increase in site traffic and greater visibility as Loon’s only year-round, slopeside resort.
The Mountain Club on Loon is a resort at the base of Loon Mountain in New Hampshire’s White Mountains region. They are Loon Mountain’s only ski-in, ski-out accommodations and a four-season resort with exciting activities all year long.
The Mountain Club on Loon had long suffered with a website that was dated and functioned poorly. They lacked an effective digital marketing strategy and had no ability to track results or measure success. They also struggled with how to overcome perceptions of being a “club” which suggested to some that membership was required.
And faced with a generation of older guests who were aging and whose activities were changing, Mountain Club needed to attract younger guests to replace them.
First O’Rourke tackled the positioning issue. The Mountain Club on Loon’s website wasn’t clearly conveying what made their resort special. What separated them from the rest of the pack?
We executed a positioning project to create a new verbal and visual identity for the resort. This resulted in a clearer articulation of their primary value proposition: “Loon’s only slopeside resort for all seasons.”
That new positioning statement informed our overall approach to the website, driving the imagery, design and functionality. We also implemented a revamped set of digital marketing strategies across SEO, PPC, email marketing, social media and other paid advertising.
We continue advising The Mountain Club on Loon regularly, refining and adapting our approach to produce positive results.