Outdoorsy’s Seasonal
Travel Guides.
Part of marketing sometimes includes promoting PDF downloads as a way to collect email addresses and phone numbers to get potential customers into a lifecycle flow. That’s exactly how the Travel Guides began. Outdoorsy had not been doing seasonal guides prior to this, so myself and our Integrated Marketing Manager, Jamie McAllister worked on creating them from scratch with copywriter Amelia Arvesen and pitched it to the marketing team as a way to meet marketing goals but also give our customers compelling content we know they already enjoy consuming.
ROLES I PLAYED:
Guide Design & Production | Email Design | Social Media Design
Landing Page Design | Video Production
Fall 2023
As the first guide of its kind, Fall 2023 was all about trying out different types of content and seeing what people were interested in.
Winter 2023
The goal for winter was to focus on the members of our audience that embrace the colder months.
Spring 2024
For spring we focused down even further to a single activity - fishing.
Bringing the guides online
After three seasons of PDF guides the team was convinced to keep producing these guides but wanted them to live on the website instead of being in a PDF. With that direction, I designed a template that could be reused time and time again and worked with a developer to bring Summer 2024 online just in time for Outdoorsy’s peak season.
For all of these guides I did all of the design work for the pages, developed a set of badges that went along with each season and it’s themes to use in other marketing channels, and did the video production work for all landing page headers.
These three guides brought over 20k unique visitors
to the site which resulted in a 4% conversion rate
over time which was estimated at $360k in revenue.
Guide Branding
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Each Guide has 3-4 themes/sections and corresponding badges to go with them so that when promoting the guides in other channels, there was more design elements to use that created a consistent visual language across month-long campaigns.
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The overall layout of the landing page stays the same across all guides so it becomes a recognized format for our audiences but also made the production of each guide more efficient.
Lifecycle Development
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Each Guide has multiple email campaigns that go along with it to promote them as a launch to each season. These are sent on weekly basis for the duration of the campaign and additional smaller banners were also created to be included in other emails as to not be too overwhelming.
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In the main pages of the Outdoorsy website, users will also be introduced to the guides through pop ups as a way to add new visitors into our email lists and help them unlock coupon codes in order to encourage bookings.
Social Media Campaigns
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Throughout the campaign, we included some simple social media posts and stories to create cohesion between our main marketing channels.
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During this time we also collaborated with influencers that created sponsored content related to the different themes. For summer, it was all about doing things together. Whether it was just going on trips together or learning, cooking, or planning together.