Mission Bay Parks | Case Study

Mission Bay Parks provides both a product and service which includes one-of-a-kind facilities on the San Francisco Bay and experienced event planning services. This combination provides the primary sources of revenue for MBP.

As a result, website content and content marketing campaigns need to entice, inform and convince website visitors that MBP is the best place to hold their outdoor event in SF. With a wide variety of attractive venues and a clear and simple rental process with very competitive prices, generating increased awareness and interest in hosting events at Mission Bay was a top priority.

Mission Bay Parks also needed to integrate some very specific website tactics including:

• Rich + detailed event calendar
• Easy access and delivery of event permitting info + forms
• Capture rich info + data from Event Permit leads
• Reduce the need for back + forth sales communication with leads
• Speed event permit processing + revenue collection
• Reduce the number of non-qualified event applicants
• Optimized delivery of content to mobile devices
• Integrate Content Management System, Marketing Automation and Analytics platform
• Interactive blog for new content + news

Mission Bay Parks engaged with TeamworksCom in a concentrated marketing program to attract website visitors, capture qualified leads, nurture leads to paying customers and continually measure the effectiveness of marketing investments and their impact on revenue.

They were looking for a qualified Bay Area resource to help them define, develop and re-launch their public facing brand and value in a mobile-optimized website. Important considerations were examined to differentiate Mission Bay Parks from a crowded, competitive Bay Area environment of other resources offering similar services.

Our strategy and multi-phase program included two primary components.

A | Brand Positioning + Story
Define and develop in clear and simple terms:

• What MBP offers
• How they’re different
• Why prospects should consider MBP over others
• Provide proof + support of MBP value

B | Website + Content Marketing Program
Replace an old-school website brochure with a mobile-optimized destination that delivers measurable business value with certainty.

Because the fastest way to obsolescence online is a website without a 12-24 month content marketing program, our online strategy included:

• Give website visitors a reason to come to the MBP domain and return again and again
• Differentiate from other SF outdoor venues + resources
• Deliver consistent content value to targets to foster and build community, engage in email marketing and social media outreach
• Invest in and build content assets with permanency to enhance domain authority
• Ensure assets will be found in search and acted on by visitors
• Publish fresh content frequently to earn credibility and build community
• Fill sales funnel by capturing leads interested in hosting an outdoor event in SF with quality, gated content delivered through dynamic forms
• Identify + monitor highly qualified leads with a numeric score
• Develop leads that aren’t sales-ready by automatically engaging and deploying nurturing campaigns
• Provide instant notification about leads that have crossed a threshold, visited key content or executed a task indicating that they more ready to buy
• Know when leads fall out of the sales process + pipeline in order to take action to bring them back in
• Know with certainty which tactics are driving revenue and what investments were made to get there

  Positioning
  Personas
  Story
  Tag-Line
  Integration
  Website
  SEO
  Blog
  Buyers Journey
  Content Calendar
  Content
  Writing
  eMail
  List Management
  Landing Pages
  Marketing Automation
  Lead Alerts
  Analytics
  Events
  Collateral
  Social Media
  Maintenance
  Support
  Account Service

• | YoY average of +43 sales-ready leads per month
• | List quality double-opt in YoY improvement of 68%
• | Social media engagement + shares improved by +42% YoY
• | Organic on site subscribers grew .03% YoY
• | Marketing Automation lead nurturing + alerts consistently increase inbound conversions