Knowing Old Sod Travel needed to reach a niche audience who they had little to no contact with, BKM recommended a ‘Keep Me Updated’ campaign to build awareness and curate a list of interested leads who would receive more details about the trip and registration as they became available. The two primary channels used in this campaign were social media and print.
- Social media, specifically Facebook, was recommended as the primary lead driver as we knew Old Sod Travel would be able to reach a wide audience through targeted ads and Facebook’s event capabilities. Facebook ads specifically targeted those with an interest in golf, who had identified as having a connection to either Villanova University or St. Joseph’s University, and lastly who were 22 years old or older in an attempt to reach people who were more likely to be alumni.
- Knowing Old Sod Travel had access to a professor/golf writer at St. Joseph's University, print was recommended for distribution at campus and university alumni events.
Both channels drove to a landing page where interested parties could sign-up to stay informed about trip details and registration. There was also an option to pre-register for those who already knew they wanted to attend.
