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DIGITAL, DONE.


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DIGITAL, DONE.


 

We Look, & Think Ahead. 

At FDG we provide a custom, forward-thinking blend of insights and expertise for each client. Industry-specific insight provides the critical thinking & training required to bolster your digital efforts.

 

And THE RESULTS ARE PROVEN.

To learn more about how we work, scroll through the case studies on this page, or select a logo below that interests you: 

 
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hospitality


hospitality


 

Digital Resurgence & Revenue.

MARRIOTT, HILTON & CARLSON REZIDOR HOTEL PROPERTIES

The Opportunity.

Brought on in fall 2014 to provide renewed digital marketing & e-commerce strategy for a large hotel owner/management company with over 45 Marriott, Hilton & Carlson Rezidor properties - with installed F&B & entertainment venues. 

The Challenge.

Align the holding company's internal staff, the properties' yearly budget, & build digital readiness & revenue capabilities across EXTENDED-STAY, SELECT-SERVICE & FULL SERVICE hotel brands.  

The Solution.

Redefine & execute cross-channel digital foundation-building & revenue growth for each property a) INDIVIDUALLY, b) as a SPECIFIC HOTEL  brand, & c) as a part of an UMBRELLA HOTEL brand. 

The Outcome. 

In just four months, our focused property, company, brand & channel efforts resulted in: 

  • Longtail SEM efforts quickly resulting in 564% ROI
  • A resurgence in digital support across property DOSs, GMs, AGMs & staff 
  • A 19% increase in direct online booking revenue - over $63M
  • A 4% decrease in OTA-booked revenue (for Marriott properties)
  • A 109% increase in reach across social channels for all brands

This success included development of REPEATABLE PROCESSES & oversight for the digital success of: 

  • Newly ACQUIRED & DIVESTED hotel properties
  • REBRANDING of current hotel properties
  • Installed property F&B & ENTERTAINMENT VENUES

Platforms Included:

  • PROPRIETARY hotel brand management, content, website, e-commerce, email, reviews/sentiment & analytics platforms 
  • OTAs: Expedia, Hotwire, Orbitz, Booking.com & Travelocity cross-platform & singular needs
  • SOCIAL: Facebook, Twitter, Google+, LinkedIn
  • RATINGS & REVIEWS: TripAdvisor, Yelp, Google Places/Reviews, FourSquare, MVRs
  • AUDIENCE & CHANNEL TARGETING/management: Leonardo, Revinate

 


Ongoing, Optimized Openings.

HYATT & STARWOOD HOTEL PROPERTIES

The Opportunity.

Provide a quick-turn digital marketing & e-commerce PROPERTY LAUNCH STRATEGY for a large hotel ownership company's opening of its first Hyatt & Starwood properties. 

The Challenge.

Build COLLABORATION across hotel brand teams, the holding company's staff, and the property staff around extensive digital requirements across both parallel and rolling timelines.  

The Solution. 

Develop a comprehensive, REPEATABLE CROSS-CHANNEL property-opening strategy.

Channels & Platforms Included: 

  • HYATT PROPRIETARY  brand, content, website, review & analytics platforms
  • CMS: Adobe CQ 
  • OTAs: Expedia, Hotwire, Orbitz, Booking.com & Travelocity cross-platform & singular needs
  • RATINGS & REVIEWS CHANNELS: TripAdvisor, Yelp, Google Places/Reviews
  • SOCIAL:  Facebook, Twitter, LinkedIn, Google+
  • AUDIENCE & CHANNEL TARGETING: ICE

The Outcome. 

FDG's repeatable processes provided seamless digital marketing & e-commerce preparedness for both the HYATT PROPERTY LAUNCH as well as the launch of STARWOOD ELEMENT & ALOFT properties on the Microsoft campus in Redwood, WA. 

 


E-Commerce Exploration 

ATLANTIS RESORTS

 

The Opportunity.

Brought in by Atlantis's AOR, develop pre-and-post vacation online product & service purchase-driving strategy for Atlantis guests.

The Challenge.

Explore options across disparate websites, user experience journeys & technology platforms.

The Solution. 

PROVISION OF A DIGITAL STRATEGY  outlining opportunities to prompt both pre-and-post vacation product & service purchases from Atlantis guests, including: 

  • Improved user-experience across websites
  • Analysis of and insights into improved iteration of digital metrics 
  • Single platform e-commerce solutions allowing each resort to offer its own flavor of products and items for purchase
  • Triggered email strategy to prompt guests to make purchases in preparation for their stay, and to ensure memories of their stay once they'd returned home
 
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Best Buy + MOFILM


Best Buy + MOFILM


 

Finding Tomorrow's Filmmakers. 

BEST BUY + MOFILM

The Opportunity. 

Help Best Buy drive increased USER-GENERATED FILM CONTENT for their partnership with Spike Lee & his philanthropic non-profit youth filmmaker outreach vehicle, MOFILM. 

The Challenge.

Convert aspiring filmmakers' costly equipment purchases to Best Buy.

The Solution. 

Find this highly nuanced audience where they already were—specific social media channels, at very specific times. Speak to them in THEIR language: present a film competition, not a "contest." 

The Outcome.

  • 400% increase in film submissions for Best Buy overall
  • 160% increase in Best Buy submissions over other participating brands
  • Organically-earned professional film, collegiate & brand community engagement  
  • Repeated submissions from a large, highly engaged & educated group of aspiring filmmakers throughout each iteration of calls-for-films
 
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Green Veil Outdoor


Green Veil Outdoor


 

Great Products for the Great Lakes. 

GREEN VEIL OUTDOOR

 

The Opportunity.

A singular MADE IN DETROIT, INLAND PADDLEBOARD BRAND looking to find their voice in the digital space. 

The Challenge.

Compete with known big-box retailers & coastal brands supplying "all purpose" paddleboards. 

The Solution.

GO EXTREMELY HARD, & GO "HOME."  Friday Digital worked with Green Veil's founders to ensure that their digital channels embody their own personalities: EXTREMELY LOCAL-LOYAL, intelligent, witty, & 150% invested in INLAND-LAKE paddleboarding. 

Efforts included: 

  • INDUSTRY ANALYSIS: Competitive & corollary analysis of relevant brands on digital channels
  • BRAND STRATEGY: New tagline, color palette & alignment to paddle boarding community
  • CONTENT WRITING: Underscoring inherent brand attitudes, locale, expertise, & engineering 
  • SEO: Optimization of local & broad key phrases to ensure top organic search results
  • IA OVERHAUL:  Of current website to improve usability
  • HOLIDAY 2015 & 2016 SEASON PLANNING: Digital "get aheads," providing a competitive roadmap for this year's holiday season & ramp-up to next year's paddleboard season 
 
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Twin Cities Brewery Tours


Twin Cities Brewery Tours


 

Being Competitively "Crafty". 

TWIN CITIES BREWERY TOURS (TCBT)

 

The Opportunity. 

Drive SEASONAL AWARENESS & REVENUE for a top brewery tour company through digital channels. 

The Challenge.

The Minneapolis-St. Paul area is currently one of the fastest-growing CRAFT-BREWERY cities in the U.S. 

The Solution. 

SHARE THE LIMELIGHT. By focusing on brewery partners, employees & tour attendees across digital channels, TCBT was able to garner highly increased organic reach & awareness of their unique tour offerings. 

The Outcome. 

In just two months, on Facebook alone,  monthly impressions, & monthly engagement increased by over 100%. Monthly total reach increased by nearly 200%. 


 
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American Homes 4 Rent


American Homes 4 Rent


 

Making Residents Feel At Home.

AMERICAN HOMES 4 RENT      

 

The Opportunity. 

Provide a COMPETITIVE DIGITAL-EDGE  for a relative newcomer to the rental-home industry. 

The Challenge.

Drive RETENTION & LOYALTY while ensuring an ONGOING PIPELINE for over 9,000 rental homes nationwide. 

The Solution.

Build digital expertise, FROM THE OUTSIDE, IN. To do so, Friday's REACH, RESPOND, RETAIN, RENEW methodology was leveraged, which included: 

  • Taking on management & maintenance of ARP's digital channels
  • Execution of our proprietary DIGITAL FOUNDATION strategy, ensuring that all of ARP's digital channels were equally optimized as retention & revenue streams 
  • Targeting ARP'S REGIONAL HUBS, to ensure content was reaching the right audiences
  • Implementing our RESPONSE-IN-A-BOX TOOLKIT, enabling ARP to manage & effectively respond on myriad reviews & ratings channels
  • Providing a 12-month CROSS-DEPARTMENTAL DIGITAL ROADMAP for ARP to leverage in preparation for expansion into new regions & growth in residents & staff 

Platforms & Expertise Included:

  • YARDI Usability & Feature integation
  • Online BROKER CHANNELS
  • MOBILE Optimization 
  • CONTENT, COPY, CREATIVE Direction & Implementation
  • EMAIL (Constant Contact & Outlook) 
  • SOCIAL MEDIA (Facebook, Pinterest, LinkedIn, YouTube, Google+)
  • RATINGS & REVIEWS: Yelp & Google Plus/Ratings
  • SURVEYS: New & Current Residents
  • SEO/SEM Optimization

The Outcome.

In just FOUR months:

  • 264% increase in resident email opens
  • 388% increase in average daily Facebook reach
  • 290% increase in weekly average engaged Facebook users
  • 350% increase in total star ratings on Yelp & Google
  • 70% increase in positive reviews surfaced on *Google & Yelp
  • 418% increase in resident email click-throughs

*Results may shift from time of capture due to channel algorithms.