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Building Your Digital Utopia
Book - Building Your Digital Utopia
How to Create Digital Brand Experiences That Systematically Accelerate Growth

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Explore our past work and see how we help accelerate long-term, sustainable growth.

Read Case Studies »

    Testimonials

    Don't take our word for it, see what our clients have to say about their experiences working with Digitopia.
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      I have worked with Frank and the Digitopia team for many years and have seen firsthand the great work they do for their clients.

      Dan Tyre, Director at HubSpot

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      HubSpot Solutions

      Content Solutions

      Advertising Solutions

      Building Your Digital Utopia
      Book - Building Your Digital Utopia
      How to Create Digital Brand Experiences That Systematically Accelerate Growth

      Our Story

      Methodology

      Careers

      Building Your Digital Utopia
      Book - Building Your Digital Utopia
      How to Create Digital Brand Experiences That Systematically Accelerate Growth

      Case Studies

      Explore our past work and see how we help accelerate long-term, sustainable growth.
      Read Case Studies »

        Testimonials

        Don't take our word for it, see what our clients have to say about their experiences working with Digitopia.
        Read Testimonials »
          diamond-horizontal-color

          I have worked with Frank and the Digitopia team for many years and have seen firsthand the great work they do for their clients.

          Dan Tyre, Director at HubSpot

          Resources

          Events & Workshops

          The Digital Utopia Podcast Nav Banner

          Weekly Episodes - Listen on Apple, Spotify, Amazon, & Google.
          Pursell Farms Case Study | Digitopia

          560% increase in venue booking requests for Pursell Farms

          About Pursell Farms

          Ranked the number-one public golf course in Alabama, Pursell Farms is a 3,500-acre destination resort nestled in the foothills of the Appalachian Mountains. As a luxury resort, Pursell Farms caters to the avid sportsman, golf professional or future bride looking for sophisticated accommodations, access to a championship golf course and farm-fresh culinary experiences.
          Pursell Farms Logo | Digitopia

          The Problem

          Pursell Farms wanted to increase the annual revenue generated by its onsite wedding venue. While the resort was well known for its hotel accommodations and golf operations, Pursell Farms needed a comprehensive strategy to drive awareness within its new target market and convert website traffic in to wedding venue leads for their sales team.  

          The Solution 

          • Develop a marketing plan to better position Pursell Farms as a sought-after wedding venue 
          • Update the website UX and create a marketing funnel that allowed Pursell Farms to attract, nurture and convert leads online
          • Use paid advertising strategies to increase awareness and visibility of the resort's comprehensive wedding offerings
          • Leverage data to drive targeted website traffic to relevant wedding specific pages 
          • Convert interested brides and grooms into sales opportunities

          The Results

          After elevating the website's user experience and implementing Digitopia's methodology, Pursell Farms was able to better attract, nurture and convert wedding prospects via digital marketing. Also, with new Request for Proposal functionality implemented on the website, Pursell Farms was able to capture prospects' 

          information in real time to provide a better customer service experience. Overall, the campaign increased website traffic by 112% and increased Requests for Proposals by 560%. Year over year, Pursell Farms generated significant increases in revenue. 
          Increase in Website Traffic
          Annual Increase in Requests for Wedding Proposals
          INCREASE IN REVENUE YEAR OVER YEAR
          Pursell Farms | Digitopia
          “Working with the team at Digitopia has been a game changer for us. The guidance and hands on work that they have done for us has cleaned up and improved traffic to our website year over year, and they are not letting up. We could not be where we are today without them!"
          0

           Tim Spanjer
          Marketing Director, Pursell Farms 

          Building the Platform 

          Prior to working with Digitopia, Pursell Farms didn't have a method for attracting and capturing interested brides and grooms. By instituting a full funnel marketing approach, Pursell Farms was able to successfully attract, nurture and convert traffic on its website. Digitopia's marketing program seamlessly integrated with the existing database and their other internal systems.
          custom wordpress backend setup

          Designing the Campaign 

          Through a detailed analysis of the hospitality industry and wedding venue competitors, an update to the website from a UX and CRO perspective was recommended to ensure the brand's online presence reflected the same luxury experience guests feel on property. The entire digital marketing ecosystem, including advertisements and email marketing, were also recrafted to maintain a cohesive user experience.

          Pursell farms website

          Driving Traffic 

          Digitopia developed a multifaceted Google Ads strategy across Display Network, YouTube and Google Search. Microtargeting was employed to ensure ads were served to those with the highest intent, and ad placements were evaluated based on factors like content relevance, audience composition, online behavior and more. 

          Pursell Farms YouTube | Digitopia

          Converting Visitors

          Because Pursell Farms had an immediate business need, a targeted campaign was developed that focused on generating awareness and driving interest in the property's newest wedding venue Hamilton Place. All traffic was funneled to that page and a downloadable brochure was available for more information. 

          Pursell Farms Weddings | Digitopia

          Measuring Performance

          Digitopia set up advanced tracking for metrics like scroll depth and form abandonment to better inform refinements to the RFP functionality. Benchmark numbers were also established to help Pursell Farms understand the kind of traffic and conversion that was needed each month to keep pace with their specific revenue and growth goals.

          screen_shotaPursell Farms Weddings | Digitopia_2019-01-09_at_8.41.43_am-1 (1)
          Pursell Farms | Digitopia

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