Masons Campsite knows how to deliver a warm welcome and make guests feel right at home. But their digital presence didn’t quite tell the same story. This case study explains how we worked closely with the campsite, increasing their visibility, and filling their calendar – even in the off season!
Setting the compass and moving with confidence
Increasing footfall (or tent-fall, in this case) is always an open-ended question. So, we were delighted that Masons Campsite chose our full research and strategy package to really get a handle on their audience, competitors, and current place in the market.
Once we began working with Masons Campsite, we quickly laid the groundsheet with full buyer persona work, competitor research, UX audit and keyword investigation. This put Masons Campsite in a powerful, confident position as they knew exactly what to prioritise and where to invest first to get the results they wanted.
A strategy packed with all the essentials
With such a kick-start on research, the strategy came naturally. Digital marketing was top of the agenda, giving Masons Campsite a complete situational review with achievable objectives that aligned to their overarching short and long-term business objectives.
We then developed this strategy into a plan for digital content, SEO, and social media, identifying key themes and actions required to achieve metrics (ones that we’ve identified actually matter). Everything drives back to the Masons Campsite website through a series of trust-building content that makes readers ready to pitch up.
Telling campfire tales
Storytelling forms a huge part of our work with Masons Campsite. Did you know that 4.5 million Brits tried camping for the first time since the pandemic (Mintel, 2022)? That means there’s still lots of people out there associating camping with soggy fields and family fall outs. Well, that’s where we come in. Our content strategy not only targets those well-versed in the tent world, but also older generations, couples and first-time families that are looking for an alternative adventure.
As a result, we spend a lot of time talking about the hidden gems and lesser-known facts of camping, including those little luxuries you just can’t get in a hotel room. In fact, Masons Campsite is unique in that it offers a complete glamping experience in a yurt or safari tent, meaning you don’t have to faff on with tent poles at all… bliss!
Hiking up the numbers
With complete transparency at every turn, Masons Campsite is able to see what’s working and where investment should be prioritised. We’ve seen a great increase in the number of bookings, and further still, some fantastic engagement with the content we’ve been putting out, which is targeting those ‘lesser known’ markets that like to camp when everyone else is not. Great for them, and even better for filling pitches outside of school holidays.
With all that foundation work complete, Masons Campsite continues to work with us for ongoing social media management, bi-weekly blogs, an email newsletter, quarterly reports, and ad-hoc content including award entry writing.
“She’s like rocket fuel. Take the strategy package – all of it. As an established business, I now feel more confident in what I’m doing.”
+ Georgina, Masons Campsite
Ready for your pitch?
Masons Campsite is the perfect example of doing things the ‘proper’ way. Thorough research, clear strategy and high-quality content with knowledge and experience threaded through gave the campsite owners great direction and rich results. If you’re faced with an open-ended question about selling your services, and Google is giving you more questions than answers, then we invite you to get in touch.