Success Story

Holiday Inn Nashville-Vanderbilt

www.holidayinn-nashville.com
Client Since: 2010

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Situational Analysis

Only a short distance from various popular Nashville demand generators, including Vanderbilt University and medical center, Holiday Inn Nashville-Vanderbilt is a branded property featuring 297 guest rooms. The hotel boasts a wide range of services and amenities, including an onsite restaurant and bar, fully equipped business center, and event facilities.

Holiday Inn Nashville-Vanderbilt sought an Internet marketing provider to help them boost direct traffic to their web and mobile sites and develop a more comprehensive integrated marketing strategy across their various digital channels.

Approach

Vizergy recommended a variety of marketing elements to supplement the brand efforts already in place, including natural search optimization, email marketing, a strong social media strategy, as well as a robust PPC campaign in order to provide integrated visibility beyond the corporate website. Our award-winning design team produced a website and mobile site to comprehensively showcase the various accommodations and amenities provided by the hotel, while also shedding light on local hot spots and Music City events. Other key components include search engine optimization and a PPC strategy centered on their brand, location, niche market, and demand generators such as local universities and affiliated sports events (NCAA tournaments); the CMA Awards and Fan Fair; recreational parks and concert venues; as well as happenings at the convention center.

Results

  • Website witnessed an increase of almost 17,000 visitors in the first year
  • SEO accounted for 40% of total website visitors YTD
  • PPC ad clicks in Q1 are 98% higher than total PPC ad clicks YOY
  • Over 30% website traffic in Q1 came directly from paid search

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