Pumpkin Ridge Zip Tour
An intentionally designed canopy zip line tour located just outside of Portland, Oregon.
Role: Marketing, Multimedia Producer
Overall Marketing Strategy
Conceived, created and implemented a marketing strategy for Pumpkin Ridge Zip Tour that is comprised of print materials, social media, SEM, SEO, live events, customer service and email marketing.
Website Design
Designed and launched a simple website for Pumpkin Ridge focusing on streamlining the customer journey and increasing conversion rates.
Content Creation
Created all content for marketing purposes such as photography, videography and print materials.
Email Marketing Management
A large segment of our marketing strategy is allocated to email blasts. We have broken down our main target audience into smaller and more targeted segments in which we specifically create emails for weekly.
Digital Asset Management
Implemented a digital asset management system to ensure Pumpkin Ridge would be paperless and assist managers in the organization of documents and paperwork.
Audience Research
Based on our research, we learned that our audience was mostly made up of middle-aged women who we’re going through a big life-change. Whether that be recovering from a recent death in the family, going through a divorce or seeing a kiddo off to college for the first time, we found that they are looking for an activity that provides opportunities for exploring the outdoors, connecting with friends/family and experiencing a certain level of (perceived) risk.
Tracking & Data Analysis
For all marketing efforts, we made sure to monitor and measure each tactic to not only show ROI but to also learn from our mistakes. At Pumpkin Ridge, we set up a reporting structure using analytical tools such as Google Analytics and various third party software.
SEM Management
Through our audience research, we were able to put together a strong keyword strategy focusing on specific seasons, pinpointing specific holiday travel and pairing outdoor activity searches.