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Customer Success:How to Boost your Group Business With the Right CMS

Turf Valley Resort is a historic property between the metropolitan areas of Washington D.C. and Baltimore. The resort offers extended stay villas, a spa, two 18-hole championship golf courses, 40,000 square feet of meeting & event space, indoor and outdoor wedding venues, and a restaurant. Turf Valley's target market is seeking a bucolic resort atmosphere, with proximity to the region's two major cities - Baltimore and Washington D.C.
 
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  • +93%
    More RFPs
  • +46%
    More Direct Bookings
  • +13%
    More Website Visitors
 

Finding a Replacement for a Legacy Site

Turf Valley Resort had been using the EZ Publish content management system for their website. Since the system is now obsolete, Turf Valley needed to upgrade to a new, modern CMS that would allow them to expand the scope of their website with a focus on growing site conversions and boosting RFPs for group business as well as promoting the on-property spa.
 

Objectives

Moving beyond a simple CMS

Turf Valley Resort had some very important goals during this transition, they wanted more than just an "easy to use CMS," they were looking for a partner that could help them grow. They set out to solve four issues:
  • Increase conversions and RFPs
  • Increase organic traffic
  • Highlight and promote the on-property spa
  • Migrate to a new, more reliable Content Management System.
 

Solutions

Milestone CMS: Technology & Service
 
Milestone was chosen for several key factors, but the company's 20+ year history in helping hospitality clients, Milestone's award-winning Content Management System and Milestone's omnichannel marketing approach were all key factors:
  • Milestone CMS - Milestone's ability to migrate from their legacy platform
  • Group modules - to support weddings, golf events, meetings and the on-site spa
  • Paid media advertising as part of an omnichannel marketing program
  • Local search to promote the property
  • A on-site blog and dynamic event calendar was added to create fresh content opportunities
 

Benefits

More Visitors, More RFPs, More Revenue

 
As a result of Milestone's exceptional design and comprehensive marketing campaign, Turf Valley Exceeded all their performance KPIs:
  • Site visits: 16% YOY
  • Visitors: 13% YOY
  • RFPs: 93% YOY
  • Monthly direct bookings: 46%
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