Case Study: 360 Destination Group

Bringing More Life to the Party

Meet 360 Destination Group

With an ever-expanding portfolio of 11 offices across the US, 360 Destination Group is one of the fastest growing destination and event management companies in the country. From a humble start 35 years ago in San Diego, the company is built on a foundation of collaboration, customization, and creativity. 360 Destination Group recently partnered with Hawthorn Creative to strategically develop and execute campaigns designed to achieve their marketing goals.

Goals

1

Cross-promote their services throughout their multiple destinations in North America.

2

Nurture and grow existing client partnerships, while attracting new customers.

3

Create a distinctive voice that stands out in the crowded field of competitors.

Results

10-20%
increase in website sessions and uniques.
A+
a unified brand message and look across all marketing communications for the first time.
P.1
Google Page 1 rankings for several top keywords for the first time.

“From the very beginning, we knew Hawthorn Creative was going to be a great partner for 360 Destination Group. They assisted us in defining clear-cut goals and projects, which we are tackling one by one. They are organized, creative, professional, and they make working with them easy. We are especially proud of our newly designed website, which we feel separates us from our competitors in style, layout, and content.”

 

– Shelly Archer, Partner

Here’s how we made it happen

Brand Strategy

Scores of one-on-one interviews with 360DG clients drove our stake in the ground that would separate 360DG from its competition. This strategy then served as the backbone for a second wave of communication tactics. In addition, we built a brand guidelines document so that staff in all offices of this particularly flat organization could rally behind the marketing direction as well as stay on brand without constant corporate office oversight.

Website Re-launch

With an average of only 3–8 seconds to capture a website viewer’s attention, we knew that 360 Destination Group’s site had to be as spectacular as walking into one of their events. From reorganizing the navigation to overhauling the content on the site, Hawthorn produced a site that’s user friendly, entertaining, and puts the right information at the fingertips of a prospective client.

Content & SEO Strategy

We developed a content and SEO strategy designed to showcase 360DG’s full-spectrum event planning capabilities and expertise as an extension of corporate planners’ teams. These tactics included blog posts, portfolio case studies, gated content, and hidden landing pages (for SEO value), as well as email and social media strategies.

Social Media Strategy

To limit client costs and maximize internal 360DG staff, we “built the house” for a new social strategy, then handed the keys to their internal marketing manager to maintain. We performed a full social media audit, then executed a phased hand-off. Hawthorn also executed from end to end the company’s first paid social campaign on LinkedIn.

Email Campaigns

To distribute and promote the strategic content on 360DG.com, we designed and executed monthly email campaigns. Designed to engage prospective and former clients, these emails are content-rich and packed with information valuable to the targeted recipients in this relationship-driven industry.

Sales Collateral

In this highly visual industry, making a lasting first impression is even more critical than it usually is. From sell sheets and business cards to brochures and pocket folders, we produced marketing materials that immediately conveyed who 360 Destination Group was to prospective clients. These printed marketing materials now arm their sales team with the tools to proactively answer client questions while simultaneously showcasing a sample portfolio of 360DG events. Damned if it doesn’t make them look good, too.

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