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.
Cross-promote their services throughout their multiple destinations in North America.
Nurture and grow existing client partnerships, while attracting new customers.
Create a distinctive voice that stands out in the crowded field of competitors.
– Shelly Archer, Partner
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.
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.
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.
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.
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.
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.