Dana Communications

Situation: Ultimate Resort, a luxury destination club providing exclusive privileges and access to a growing portfolio of multi-million-dollar properties throughout the world, had very little awareness of its product or its brand in the destination clubs category.

Objective: Establish strong brand awareness, refine target markets, develop creative concepts for use in all marketing communications and monitor and track all implemented campaigns.

Strategy: Start with the Dana GPS—a combination of research and strategic planning—and include top executives from Ultimate Resort, its salespeople and industry experts. Then create a thorough marketing communications plan, including affluent media, direct mail, online marketing and email marketing.

Tactics: Research was conducted through a focus group of existing clients and data from a number of sources such as American Affluence Research Center and PricewaterhouseCoopers’ Measuring Luxury Fractional Ownership Survey. Demographics of the typical customer were developed to further define target households, and psychographic profiles were created, including travel patterns that influence the decision to join a destination club.

Results:

The Dana GPS clearly pinpointed the reason customers joined a destination club—the ability to spend time with family and friends in a relaxed and private environment without the hassles of home ownership and travel planning. The product position became “The Ultimate Way to Spend Time with Family and Friends.”
The creative process garnered a campaign theme, “Ultimate togetherness,” which was best suited for the client’s message and position in the marketplace. The creative position was unique, as all of the competitors focused on the beautiful homes rather than the experience of the customer.
Dana’s unique tracking program for all ads, direct mail and email provided real-time result analysis for leads and conversions. This tracking lowered Ultimate Resort’s cost per lead and cost per sale.
Ultimate Resort moved from sixth place in its industry in terms of size (as measured by number of members) to second place in its industry, behind a competitor who outspends Ultimate Resort in marketing five to one.

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Situation: Ultimate Resort, a luxury destination club providing exclusive privileges and access to a growing portfolio of multi-million-dollar properties throughout the world, had very little awareness of its product or its brand in the destination clubs category. Objective: Establish strong brand awareness, refine target markets, develop creative concepts for use in all marketing communications and monitor and track all implemented campaigns. Strategy: Start with the Dana GPS—a combination of research and strategic planning—and include top executives from Ultimate Resort, its salespeople and industry experts. Then create a thorough marketing communications plan, including affluent media, direct mail, online marketing and email marketing. Tactics: Research was conducted through a focus group of existing clients and data from a number of sources such as American Affluence Research Center and PricewaterhouseCoopers’ Measuring Luxury Fractional Ownership Survey. Demographics of the typical customer were developed to further define target households, and psychographic profiles were created, including travel patterns that influence the decision to join a destination club. Results: The Dana GPS clearly pinpointed the reason customers joined a destination club—the ability to spend time with family and friends in a relaxed and private environment without the hassles of home ownership and travel planning. The product position became “The Ultimate Way to Spend Time with Family and Friends.” The creative process garnered a campaign theme, “Ultimate togetherness,” which was best suited for the client’s message and position in the marketplace. The creative position was unique, as all of the competitors focused on the beautiful homes rather than the experience of the customer. Dana’s unique tracking program for all ads, direct mail and email provided real-time result analysis for leads and conversions. This tracking lowered Ultimate Resort’s cost per lead and cost per sale. Ultimate Resort moved from sixth place in its industry in terms of size (as measured by number of members) to second place in its industry, behind a competitor who outspends Ultimate Resort in marketing five to one.