Ruakaka Beach Front Motel
Goal
To create an online presence to increase the overall occupancy rate and bring holiday goers to the area.
Result
The occupancy rate has increased from 60% to 96%. Ruakaka has now become a more common holiday destination and Ruakaka Beach Front Motel is a sought after place to stay.
RESULTS SUMMARY | JANUARY 2020 VS JANUARY 2021
MOTEL OCCUPANCY RATE
96%
↗47%
monthly average comments
96
↗47%
GOOGLE CONVERSION RATE
15.21%
↗14.60%
link clicks
15.21%
↗14.60%
SOCIAL PAGE FOLLOWING
1,920
↗76.6%
total reach
2.3M
↗76.6%
Summary:
As one of the only beachfront accommodation providers in Northland that sees both sunsets and sunrises, we focused the page content on this. The idea was to inspire Aucklanders to think about a new destination instead of the popular Bay of Plenty or Waiheke Island, communicating that it is less than a 2-hour drive for a beachfront weekend away or extended holiday. We also targeted ‘Northland locals’ as close as Whangarei since Ruakaka Beach Front Motel offers an affordable beach holiday that is hard to find elsewhere.
Results:
• Social Pop created and set up a Facebook and Instagram page.
• Total followers have grown to 1,920. An average yearly increase of 74%.
• Through both Instagram and Facebook, over 2.3 million people have been reached since August 2019. The cost per engagement is $0.03 and the cost per click is $0.08. We achieved an overall click-through-rate of 3.2%, which is above the industry average.
• 26.5% of all web traffic has been from social media, and 17.8% from paid search. Organic traffic increased significantly over time due to paid exposure increasing brand awareness.
• Referral traffic also increased by 58% by working with other businesses such as Tourism NZ, Grab One, and Northland NZ. Tourism New Zealand re-posted a video from Ruakaka Beach Front Motel’s Instagram page, resulting in further exposure.
• With the help of Social Pop, an internal online management booking system was set up which provides guests with automated emails, and the motel with guest information, credit card storing and payments, plus insights. This is instead of everything being done in hard copy and has increased the efficiency of the motel significantly.
• Before social media and digital marketing, weekends and holidays were always quiet. By targeting the motel’s main target market (Aucklanders), weekends in the motel are usually booked out, even in winter.
