VAIL RESORTS
Vail Resorts, Inc. is an American mountain resort company headquartered in Broomfield, Colorado. The company is divided among divisions that own and operate 42 mountain resorts in four countries, along with hotels, lodging, condominiums, and golf courses that comprise property real estate holdings.
Problems Faced
Segmenting Brand
Vail Resorts is not only a brand but many micro brands and locations throughout the world. Our project was to build a website for a small group.
Developer Expertise
Required deep HTML expertise to create a spin-off website designed to feature some of their smaller resort destinations.
Collaboration
Vail Resorts works with numerous marketing agencies for different purposes. On this project we had to juggle responsibilities between teams.
Solutions Implemented
Landing Page Building
Designed a fully custom website with advanced sales funnels and graphics based off the full brand website.
Community Led Strategy
Modeled our efforts after consumer data to provide the most effective sales funnels and campaigns.
Automation & Analytics
Integrated GoHighLevel automation to track and nurture leads as well as generate analytics.
Search Engine Optimization
Deep website design to increase Google visibility and search results. Backlinks and in depth SEO.
Graphic Design
Updating the content on the new website with quality designs and photography to enhance user experience.
AI Tool Integration
We handled setting up and building workflows for AI powered chatbots and phone customer service agents to enhance Vail's user experience.
Our Approach
1. Web Design
We assembled our team of web development experts and with the best minds at work, built a fully custom website using HTML/CSS, Photoshop, Illustrator and WordPress. This website was a cheaper recreation of Vail Resort's main web domain to highlight and drive traffic to specific regional resorts.
2. User Experience
Reviewed existing website navigation with the goal in mind of creating an enhanced, highly user friendly experience. This included better lead nurturing functionality and an overall simplification of the website for easier navigation for the customers.
3. HighLevel Automation
Using high performing lead journey patterns, we developed end-to-end automation for nurturing leads through all steps of the sales cycle and even after. This automation process included workflows to cut back on company man hours while maintaining company profitability.
Some of these processes included end-to-end automation and personalization maps with funnel stage definitions, trigger points, and automation/personalization variables for highly organic actions.
4. Search Engine Optimization
Deep website design to increase Google visibility and search results.
Including establishing backlinks and in depth SEO.
5. AI Tool Integration
After workshopping with the marketing team at Vail Resorts, we decided on some AI tools that we felt would be equitable and productive for their company. We built workflows for AI powered chatbots and phone customer service agents to enhance Vail's user experience and assist their customer support team.
Vail was facing the decision of expanding their customer support division. However through implementing these tools we helped balance their workload.
6. Optimize Tracking
Set up analytic reporting services for their new website and advertising campaigns. Using our AI powered data analysis technology, we provide Vail Resorts with weekly analytic reports with actionable information to refine their marketing.