Bonnie Springs Ranch (https://bonniesprings.com/) is one of the great attractions outside of Las Vegas in the Red Rock Canyon area, but it has also been one of the best kept secrets in the area. Known for its old western town, zoo, motel, riding stables, wedding chapel, corporate events and the best restaurant in the canyon, the ranch is a surprise destination in the area. The ownership was not satisfied with the results of their current digital marketing company and sought a different approach to their online representation.
PIMedia was called in as one of 6 companies competing for the social media and digital marketing duties for the ranch. This included managing their WordPress based website too. We quickly discovered multiple issues going on with the Bonnie Springs marketing strategy.
- Their social media had not been set up correctly, and they couldn’t boost posts in Facebook.
- There was no LinkedIn strategy to reach corporate event planners
- The website had multiple issues:
- The site was using an old SEO plugin and was based on a limited keyword set
- The site was keywording for Bonnie Springs Ranch (10K monthly searches) and not Red Rock Canyon (100K monthly searches), even though Bonnie Springs sits in the middle of the canyon.
- The page content was dated and severely under-utilized with a minimum of words.
- They didn’t want to move hosting or come off of WordPress.
- The existing company was not responsive to new requests.
It became clear that their strategy was not working and after our analysis, we saw where we could quickly impact their marketing, resolve their issues and start building a strategy that was more responsive and would extend their organic search results. We aimed to drive more brand awareness and deliver tangible results.
We didn’t want to move or significantly change their website structure to maintain their existing links and Google rankings. We rebuilt the website in place. We changed the WordPress theme to suit the volume of change necessary to meet the needs of Bonnie Springs Ranch. It was important to their management that we maintained their colors and western feel. We also instituted a Red Rock Canyon Guide to attract more organic searches and increase the ranch’s visibility among attractions near the canyon. The website has grown to 107 pages and post and we will continue to add more content and links.
The social media has been “off the hook!” In a recent post for “Bonnie Screams”–the Ranch’s annual Halloween event–we got hundreds of “shares” and thousands of “likes”. Our social media engagement strategy has worked hand-in-hand with the website renovation to ensure consistency. With a new, coordinated online presence, Bonnie Springs was able to increase its standing and its ability to draw in future customers.