Customer acquisition – increase direct bookings online.
Silver Airways is a relatively new brand with limited brand awareness. As a regional brand, Silver had low recognition. Additionally, Silver’s previous digital campaigns were wasteful and seriously underperforming. Lack of targeting and use of broad keywords combined with overuse of mobile ads caused high acquisition costs and poor return on ad spend (ROAS). Marketing budgets were also reduced to nearly half of previous year.
insight & strategy:
First, we effectively defined the airline’s core target audience from demographic data on site conversions. We then identified the brand’s unique selling proposition and developed appropriate messaging for a full-funnel approach. We deleted low performing AdWords campaigns and eliminated wasteful or redundant key phrases. Working with the revenue management team, we identified the lowest-producing markets and created a promo strategy timed to coincide with capacity needs. Additionally we implemented an evergreen campaign focused on the brand's benefits messaging including "Freedom Fares."
Geographically, we targeted campaigns only to those markets served by the airline and shifted the primarily media focus to search with very targeted display actions. We also implemented a retargeting strategy on both the website and social channels.
We used data analysis to consistently improve returns while reducing overall spend.
Over a 12-month period, we lowered the Average CPA (Cost Per Acquisition) by 59%.
By the second year, the CPA reached an all-time low and continues to decrease.
The campaigns increased monthly Average Bookings Revenue by 17% and generated a ROAS (Return on Ad Spend) of 947.15%. By the second year, ROI was over $43 for every $1 spent.
Silver Airways operates the most routes within Florida and between Florida and the Bahamas from its hubs in Fort Lauderdale, Orlando, and Tampa, and also operates Essential Air Service between Boston and Bar Harbor, Maine. Silver is the official airline of the MiLB’s Daytona Tortugas baseball team and in 2019, acquired Seaborne Airlines with flights in Puerto Rico, the Virgin Islands and the Caribbean. Silver is the first North American line to feature the all new ATR-600 offering best-in-class quiet cabins, premium leather seats with more legroom, and spacious overhead bins that accommodate full-size, carry-on roller bags. Silver Airways is owned by affiliates of Philadelphia-based investment firm Versa Capital Management, LLC.
Omi Diaz-Cooper is our CEO and an industry speaker. She has 25 years of experience in advertising and marketing with national brands. Omi spearheads ingenious strategies for DCA clients, which help them reach their goals and beyond.