Getting In Sync: Marriott Vacation Club

The Challenge

Individual resort properties were creating their own marketing promotions and advertising, resulting in inconsistent brand messaging across the organization. The challenge was twofold: bring brand and message consistency to all property communications while still promoting each property’s unique offerings, and fix a customer targeting approach that wasn’t reaching the right prospective owners at the right moment. Broad, one-size-fits-all outreach was generating leads, but not the kind that converted, prospects who weren’t genuinely in-market were getting the same message as those who were ready to buy. We took on the challenge of building a better approach to customer targeting, one that could reach more qualified prospective owners in ways that felt timely and personally relevant to each recipient, rather than generic.

Our Solution

We proposed starting with a broad consumer magazine and online ad campaign to generate awareness and demand. Then using fresh new prospect data provided by the prospects themselves, create highly relevant digital direct mail as event-triggered fulfillment. The approach was built to increase qualified leads, reduce waste, and strengthen brand continuity across every property. The client loved the recommendation, but chose to prioritize a foundational data project first, getting their systems in order before layering a new campaign on top. Read the full story in our case study, An exercise in managing the brand.