HighStreet Accommodations
HighStreet Accommodations is a premium provider of fully furnished and serviced apartments in Greater Vancouver, Canada.
Established in 2002, the company has built its reputation on outstanding service and a dedication to fostering long term relationships within the corporate housing industry. The company offers over 200 contemporary, fully furnished properties for corporate relocation, insurance claims, and leisure stays.
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Digital Marketing Consulting
Over the past few years, the way in which customers find and book serviced accommodations has been changing rapidly. Business professionals are increasingly turning to online platforms such as AirBNB, HomeAway, and other vacation rental companies, who have been a major disrupter in the serviced accommodations industry.
In late 2019, we were approached by the president of Highstreet Accommodations to develop an online marketing strategy in order to introduce this regional corporate housing provider into the digital marketplace.
The primary goal was to drive qualified leads through the website, and to build Highstreet Accommodations’ online presence.
There were a variety of initiatives that needed to be undertaken in order to build the company's reputation online (something the company had already established offline in the B2B environment). Given the offline nature of the entire industry, and the fact that Highstreet was an earlier adopter of online marketing, there were few reference points in putting together a strategy.
Creativity was required in order to generate qualified leads that were a good match to the company’s products and services.
The campaign was also launched during a global pandemic, forcing us to think strategically about what locations and clientele to target in a heavily impacted global travel industry.
We began by helping Highstreet develop a number of traditional marketing initiatives including a digital marketing plan. We made major changes to the website by adjusting content, improving the design, functionality, and layout. In order to communicate effectively to the right audiences, we created new landing pages that fit key buyer personas, highlighting many offline qualifications that would drive conversion online.
We reinforced key unique selling propositions such as their high level of service, regional expertise, industry certifications, and duty of care. This allowed Highstreet to position themselves as a niche regional expert, a refreshing alternative to many of the larger competitors offering properties worldwide.
Our Google Ads campaign strategy was thoroughly researched. This proved invaluable given that we were working with a company in the hospitality industry during a global pandemic. We worked with the client to identify high-converting audiences that were both a target group, and actively searching online for Highstreet’s services. In order to effectively test demand for the offering, in the beginning we focused budget on areas where we knew the company would be well positioned. Once we identified an effective keyword strategy and started gaining traction, we scaled this to more competitive areas with great success.
To drive the B2B side of the business, we branched out to platforms such as LinkedIn. Here we worked to build brand awareness and reinforce traditional B2B relationships. These relationships would normally be fostered in a personal setting such as an industry conference or event. This was an ideal strategy given the current environment, with the vast majority of clients still working from home. We also reached new B2B clientele.
The project has been a huge success. We continue to work on Highstreet Accommodation's digital strategy as well as helping them roll out complimentary businesses using research-driven digital marketing consulting and online advertising strategies. Here are just a few of our results to date:
“Chris cares about our success, and he has the skills, expertise, and experience to bring us tangible, meaningful results that we could not achieve on our own. Since we started working with Chris in spring 2020, we’ve increased our online lead generation by 80%, with an excellent cost per lead.“
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