Talkin’ Turquoise

Nestled on the rugged, stunning shoreline of the central Oregon Coast, Overleaf Properties offers an unforgettable experience for overnight guests. Our goal was to make their hospitality marketing as top-notch as their service. Since partnering with Turell Group, Overleaf Properties has not only found its brand voice but also achieved remarkable, measurable success. Their email marketing campaigns now see open rates of 70-75% and click-through rates as high as 8% — dramatically exceeding hospitality industry averages. Find out how a comprehensive marketing strategy and a meaningful partnership turned challenges into triumphs.

A core component has been our ability to understand and articulate the unique story of Overleaf Properties. The goal was to capture the authentic essence of the coastal experience they provide.

“Turell Group learned our voice really quickly and that is super important to us — rather than having a firm that’s just putting out cookie-cutter stuff that doesn’t tell our story — because our story is so unique,” Kristin says.

To tell their brand story, we provided a full scope of services, where every element works in concert to drive visitors to the properties. This includes research and strategic planning, digital and traditional advertising, graphic design, public relations, professional photography, video production, writing and editing and complete website services, including design, development, SEO and hosting.

Our team maps out how all content will be used and amplified across the client’s channels each month. This integrated approach ensures a consistent and powerful message.

• Content Anchor: A monthly blog post serves as anchor content. Topics range from local activities and outdoor adventures to property specials and other reasons to visit, providing valuable information for potential and returning guests.
• Email & Social Amplification: The blog content is then promoted through a monthly e-newsletter. In addition, up to four social media posts per week promote both Overleaf Lodge & Spa and The Fireside Motel.
• Engaging the Community: We actively engage with guests, encouraging them to become brand ambassadors by sharing photos from their stay. This strategy includes the popular “Moment of the Month” and “Pet of the Month” contests, where a winning photo is selected and shared each month. Annually, one of the monthly winners is awarded a free overnight stay, fostering a loyal and interactive online community.

While the ultimate goal is to increase reservations, our strategy also focuses on building brand awareness and deepening guest relationships over the long term. With established key performance indicators (KPIs) agreed upon with the client, we quantify targeted reach and viewer actions.

We meticulously measure engagement, clicks and the number of reservations generated from each email, social media post, Google Ad and even QR codes used in print advertising. Our team conducts monthly internal reviews of campaign performance. Quarterly, we prepare and present a detailed report to the Overleaf Properties team, reviewing the performance of all campaigns. These collaborative reviews provide critical insights that allow us to refine current campaigns and strategically inform the next.

The success of this comprehensive marketing strategy is reflected in clear, quantifiable results.

• Record-Breaking Email Engagement: Through years of careful curation and compelling content, our email campaigns achieve an enviable open rate of between 70% and 75% and a click-through rate (CTR) of up to 8%. This stands in stark contrast to the hospitality industry average open rate of 10-20% and CTR of 1-3%, according to MailChimp data. With a subscriber list of more than 25,000, we see website traffic double on the days an email is deployed.
• Award-Winning Web Design: Turell Group and Overleaf Properties were honored with a Davey Award in 2023 for the Overleaf Lodge & Spa website, showcasing its excellence in content, design and development.
• Strategic Growth Initiatives: Our work continues to evolve. We recently completed a research-based marketing plan for the Overleaf Event Center, providing a clear roadmap to increase bookings. We also successfully secured and executed a grant from the Oregon Coast Visitors Association (OCVA), creating three video campaigns that highlight their eco-focused efforts, which were promoted across both client and OCVA channels — watch them below!

Our partnership demonstrates the power of a holistic, research-based and creative marketing strategy in the competitive hospitality industry — building not just brand awareness, but lasting confidence and success.

Your story is unique, and your marketing should be, too. If you’re ready to raise the tide, elevate your brand and build confidence among customers with a data-driven strategy, we’re ready to help. Contact us!