Web design and marketing for a Sunshine Coast Accommodation, A Coastal View Retreat B&B

Case Study

Below is a summary of the development of a project; what the Client was looking for, key guides that affected what we produced and the results.

Client:

A Coastal View Retreat Bed and Breakfast (a Sunshine Coast accommodation in BC, Canada)

Objective:

Build a website for a new Bed and Breakfast (B&B) and create a complete On and Offline marketing package. Budget $5,000.

Background:

The B&B is located in a well visited, but strongly seasonal location on the West Coast of Canada - The Sunshine Coast. There are no large or quality hotels, but there is a great deal of competition amongst the B&B market. A Coastal View Retreat B&B has gone for a high end product, with distinctive selling features.

Target Market Demographics:

Primary: Local City Weekenders, 25-35yrs, DINKS - Professional couples, no kids
Secondary: NW America, Eastern Canada Affluent Empty Nesters, 50+ yrs, again predominantly staying 2 nights
Tertiary: Special Occasion Travel seekers (honeymoon, anniversary, last break before child is born . . )North America, 25+ yrs

Competition Analysis

Approximately 20 comparable B&Bs in the area, each location being unique and having their own distinctive style.

Strengths: Phenomenal view, high end decor, suites over 600 square feet, outdoor Clawfoot bath, private entrances, owners are ex hotel & catering
Weaknesses: Not waterfront, new to the market, no hot tub
Opportunities: Growth area - population & business, 2010 Olympics
Threats: Over expansion of area - looses appeal, new accommodation coming available

A few unusual considerations

The target demographic is generally affluent or well educated; they probably have high speed internet connection. In terms of download time this means that pages heavy on graphics are not a big concern, but are still a consideration.
Large Font and Colour Blind tested site probably needed for older market.
Client would like to attract European market, particularly German.

Results

The unique location and architecture of the B&B meant the photos had to be shown off at the expense of download time. When compared with similar B&Bs, size of web pages were acceptable.
Large font, Less text. Approachable, yet crisp and professional, with easy navigation and visually appealing.
In order to address the European market, which uses predominantly dial-up connections, we created an "Online Brochure" for quicker download summary of the B&B.
Created French and German "Online Brochure" versions.
Developed Logo, Business Card, Print Brochure and Press Kit. Branding is complete and consistent, including in the B&B itself.
Developed and implemented On and Offline Marketing Plan. For example, go to Google, or Yahoo and search on "Sunshine Coast accommodation"; Natural Search Results - Google "Sunshine Coast B&B" Sponsored Search Results - Yahoo "Sunshine Coast BC Accommodation"
Just launched a website about the Circle Tour, Vancouver Island and the Sunshine Coast to drive more traffic to their website in conjunction with other marketing partners. As a side benefit, this has resulted in referrals from other listings on the website.
http://www.acoastalviewretreat.com

Top of Case Study Partial Client List

Market your Web