Case Study: SK+G and Montage Hotels & Resorts

The Situation

In 2002, Montage founder Alan Fuerstman approached SK+G with the idea to create a new kind of luxury resort company. SK+G collaborated in crafting the Montage hospitality and residential brands as well as developing all communications for the properties in Laguna Beach, Beverly Hills, Deer Valley and Cabo San Lucas. Montage Laguna Beach charges some of the highest room rates of any resort in its competitive set.  While successful in building strong repeat business, the resort began to experience a decrease in visits among past guests.

The Solution: An automated marketing program for repeat visitation

SK+G created an automated email or direct mail to past guests who had not stayed at Montage Laguna Beach within one year from their last stay (their anniversary). At its core, the program is comprised of intricate automated business rules processed on a nightly basis within the Montage Laguna Beach database.

The Business Rules:
  • On a nightly basis, reservations made 11 months prior were queried.
  • The system flagged guests who had not had a subsequent stay nor a future booking.
  • Based on each guest’s preferred communication mechanism, a personalized direct mail or email was immediately fulfilled (both Direct Mail and Email services provided for by SK+G in-house).
  • There were four versions of the SK+G designed direct mails and emails. Each was symbolic of the season and the experience felt by the guest upon their last stay.
  • For the next 60 days, SK+G’s systems waited for the flagged guest to make a booking.
  • If a guest booked within this period, revenues associated with the stay were credited with this program.

The Results

Automated Anniversary
Direct Mail
Email
Combined
# of Pieces Distributed
4,200
7,200
11,400
Campaign Cost
$9,000
$5,000
$14,000
Total Bookings
206
665
871
Total Room Nights
515
1,615
2,130
Consumed Total Revenue
$920,000
$2,760,000
$3,680,000
Return per $
$102
$552
$552
Conversion Rate
5%
9%
9%

Case Study: SK+G leveraging EC:AMP for Gorsuch
Reinvigorating and Modernizing a Legacy, Luxury Retailer

The Situation

Faced with increasing competition as a 50-plus-year-old, family-founded and operated retailer, SK+G was commissioned to further define and articulate Gorsuch as a modern day, mountain luxury lifestyle brand by reinvigorating the Gorsuch retail business through a comprehensive brand refresh and marketing approach.

The Solution

While maintaining elements of the brand’s heritage, legacy and family orientation, SK+G developed an updated and modernized visual language for Gorsuch represented in a refreshed brand identity, signage system, packaging design, and online presence.

SK+G also executed a tailored direct marketing program to bolster Gorsuch’s e-commerce business. This effort included the implementation of a new email strategy using a test portion of the overall Gorsuch database. (A control group remained on the current email strategy.)
This new approach included:
  • Sending less and more-targeted e-mails, utilizing best-practice reach and frequency industry models
  • Messaging with specific strategic calls-to-action based on gender and personal interests
  • Creating highly personalized customer engagements through the content and visual vocabulary
  • Continuously monitoring each campaign’s performance through analyzing sales, conversions, open rates, click-through rates and adjusted campaigns to maximize return on investment

The Result

SK+G’s brand refresh for Gorsuch has positioned the brand as a formidable offline and online luxury retailer. Its targeted and personalized direct-marketing approach for Gorsuch has also produced impressive initial results when comparing the test group against the control group as indicated by:
  • Increased revenue per email by $1.53
  • Increased open rate by 3.92%
  • Increased click rate by 7.61%
Based on these positive results, Gorsuch is planning to roll-out SK+G’s direct marketing approach across its entire customer database.
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Case Study: SK+G Leveraging R:AMP for Gorsuch
Reinvigorating and Modernizing a Legacy, Luxury Retailer

The Situation

Faced with increasing competition as a 50-plus-year-old, family-founded and operated retailer, Gorsuch commissioned SK+G to further define and articulate the company as a modern day, mountain luxury lifestyle brand by reinvigorating the Gorsuch retail business through a comprehensive brand refresh and focussed marketing approach using R:AMP.

The Solution

While maintaining elements of the brand’s heritage, legacy and family orientation, SK+G developed an updated and modernized visual language for Gorsuch represented in a refreshed brand identity, signage system, packaging design, and online presence.

SK+G also executed a tailored direct marketing program via R:AMP to bolster Gorsuch’s e-commerce business. This effort included the implementation of a new email strategy using a test portion of the overall Gorsuch database. (A control group remained on the current email strategy.)
This new approach utilized R:AMP's unique direct marketing capabilities including:

The Result

SK+G’s brand refresh for Gorsuch has positioned the brand as a formidable offline and online luxury retailer. Its targeted and personalized direct-marketing approach leveraging R:AMP for Gorsuch has also produced impressive initial results when comparing the test group against the control group as indicated by:
Based on these positive results, Gorsuch is planning to roll-out SK+G’s R:AMP-driven direct marketing approach across its entire customer database.
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