Total Online Revenues Increased by 98%
Initiation of online e-commerce.
23% increase in overall guests
2015 to 2016.
Market share of inbound tourism doubled
between 2015 & 2018.
Development of Customer Outreach Database
& management of E-mail & Subscription lists.
Overall Visitor Base has grown over 150%
since 2014.
36% increase in overall guests
2017 to 2018.
Diversified Market Mix from 95% of guests originating from Japan
to 50% Korean Travelers, 21% Japanese Travelers, 20% Local & Military Guests, 19% School Charters, & 10% Other Markets.
More than 1,500,000
Social Media Users reached.
49% increase in overall guests
2014 to 2015.
Certificates of Excellence from TripAdvisor
2017 & 2018
Reaching Thousands of Social Media Users
in targeted markets, every single day.
Over 7,086,825 Ad impressions
with management of paid digital campaigns.
Together from the re-start.
Valley of the Latte, LLC requested Eleven | Eleven be a partner in the re-imagineering process of Guam's Adventure River Boat Cruise. This project involved everything from logo creation & brand development to ongoing digital execution on multiple fronts. This was an opportunity to tell the history of our island & share the culture of the Chamorro people from the Talofofo River Valley, where our ancestors lived thousands of years ago. The diverse team & the unique location created a unique platform to share a magical story with visitors of all ages, from all over the world.
The Logo, the Brand, & The Story
Valley of the Latte required a logo that spoke to the unique nature of the story of the ancient sea-faring & monolith building island nation that, in this specific instance, places its roots solely in the Talofofo River Valley. Therefore, the Logo had 4 central components. The Latte Stone, quarried from limestone, basalt, or sandstone, made of the main pillar (Haligi), capped by the semi-spherical cap stone (Tasa), & used as the foundations to homes & buildings. The Flying Proa, or the Sakman, allowed the ancient Chamorros to glide with speed & agility over the seas. The Talofofo River & Talofofo Valley, shown by the graphic representation of the river, valley, & farms, which once sustained a Chamorro village thousands of years ago & now sustains the Valley of the Latte Farms, a living replica of the ancient Chamorro village, & so much more. The Logo needed to be approachable for all ages & communicate the eco-friendly, natural, & environmentally conscious values of the brand, making the greens of the land & blues of the waters integral colors. Finally, the yellow, the bright, energetic, & sunny disposition of the entire experience provides the enveloping "Hafa Adai" spirit of the island & the Valley of the Latte Cultural Adventure Tours.
A Style Guide to ensure a continuous Brand Experience
Across all platforms, the vast scope & richness of the Valley of the Latte needed to be communicated seamlessly. No matter how, when, or where a customer experiences this brand, they should experience the same underlying traits. It's like a familiar face that helps build the brand & brand loyalty. This resulted in 75-pages of living documentation detailing the visual & written elements involved in the creation of online & offline components for the Valley of the Latte. The elements described were color, typography, iconography, navigation, grid, layout, writing goals & principles, voice & tone, web specific elements, & photography. Any groups seeking to create online sites, components, visuals or written assets for the Valley of the Latte would follow these guidelines.
Website Design, Creation, & Management
The importance of the Valley of the Latte's website cannot be overstated. With the main customer base being from international markets, the growing shift towards FIT markets, & the growing digital age of e-commerce, a key component to the Valley of the Latte's growth is directly related to its digital front doors. From increasing visibility & getting the Valley of the Latte on the first page of search engine results' pages to increasing the visitor base 150% since 2014 to contributing to a 98% increase in revenues within the first 3 years, there are so many reasons that www.valleyofthelatte.com is the ever-evolving, sales driving necessity.
Translations, Product-Focused, & Constantly Updating
Valley of the Latte has the unique opportunity to engage visitors of all ages, from all over the world, with 3 main tour offerings. This meant specifically translated pages into Japanese, Korean, & Chinese, with the ability for general translations in multiple languages. There is also the interesting twist of additional focus on information layouts with each tour having specific times, policies, & price points. Lastly, the Valley of the Latte required the ability to schedule specific tours, at specific times, on specific days. As the tours & services have evolved, so does the Valley of the Latte website. The latest update will go live in June of 2020. So stay tuned.
E-commerce Set Up & Management
The next steps included the management & execution of the marketing & sales funnels, from the digital perspective. A brand new strategy for advertising, content creation, & messaging to generate leads coupled with the creation & management of the online landing page to convert users to customers. Then, developing the means by which these first time customers could become repeat customers. The set up & management of digital fronts on review sites, social media platforms, & regular content distribution for organic visibility & growth was the necessary start. The continued ability to manage that flow through conversion to consumer outreach & follow-up helped to streamline the launching of promotions, programs, & gathering of analytics. This, in turn, allowed for the quick analysis & coordination with the VOTL team to make adjustments based on data to further improve the consumer experience & drive improvements.
Social Media Marketing & a Digital Presence
Whether its finding the Valley of the Latte on the first page of google, while searching for "Things to do on Guam" & finding an article posted on the Valley of the Latte's website or liking the latest Instagram or Facebook post, there are a great many ways to reach the right consumers in the comfort of their homes. Starting out, the Valley of the Latte's digital presence was a key component to diversify market mixes, reach the right consumers in targeted markets, & take advantage of international growth in the FIT market. The regular posting of quality content & development of consumer engagement through review & social sites provided the foundation to ongoing digital operations. Then, the Valley of the Latte brand got a boost through paid digital marketing efforts garnering millions of Ad impressions through smaller Paid Ad campaigns.
Success is not final. Data & Analytics drive cost-effective improvements.
At the very start of this partnership, an important discussion surrounded the key metrics that would define success. It's not just enough to determine a brand, a strategy, & execute. Every effort should be measured, analyzed, reported, & utilized to not only further the marketing plans, but also to, drive changes to improve the next steps. Bi-weekly, monthly, or quarterly reports on website traffic, conversion rates, the cost per every 1,000 impressions, the cost per every 1,000 people reached, & so much more were reported. Tracking the growth of daily engagements, the management & monitoring of all review sites, & the constant communication about goals & execution are pivotal to cost-effective action. Every bit of data & every campaign result was compared to initial goals, industry averages, & shared with the management team to ensure that effective & positive change could be implemented across the entirety of the customer experience.
Direct to Customer Follow-Up & Outreach
E-newsletters are still one of the most effective ways to communicate with customers, generate leads, & convert to sales. For Valley of the Latte, I have managed the development of customer databases, created e-newsletters, & monitored open rates to adjust designs & increase effectiveness. Every event, upcoming promotion, giveaway, product update, or quarterly customer touch is another important component of the overall marketing strategy. The ability to further segment, organize, & target specific audiences with the information that matters most to them helps to deliver the results that meet & surpass industry open & click through averages.
Services
Website
Continual updates, re-designs, e-commerce management, & hosting.
Search Engine Optimization
Best Practices to get the Valley of the Latte on the first page of search engine results pages.
Ad Hoc Creative Design
Ad hoc designs for events, social content, promotions, giveaways, print advertising, & all marketing needs.
