What evidence can you share that demonstrates the impact of the engagement?
We review our Google Analytics closely, and we’ve been able to fine-tune our target audience. Our sales conversions are up in quality and quantity. Our online audience last year was about 55% repeat business and 45% new customers. This year, we’ve seen 72% new customers and 38% repeat business. That’s a significant increase in the number of people coming to the park for the first time. Jacob Tyler is doing a fantastic job attracting new people, and have really upped our game.
How did Jacob Tyler perform from a project management standpoint?
Through our partnership, all of our account managers have been very good, and always with an open channel of communication. With each new manager comes a bit of a lag time as they come up to speed on our account. In most cases, they had some familiarity with our account before assuming the lead role.
This scenario sometimes creates a learning curve for both OOA and Jacob Tyler, but we understand we are not their only client and change is a constant. They need adequate production time, and we’ve had to adapt by balancing our irregular schedule. We’re a seasonal business, so we have to be as efficient as possible during the off-season. They do well working with us, in spite of our variability. They understand the dynamics and the psychology at play.
What did you find most impressive about them?
The team at Jacob Tyler has always been very creative and flexible to our needs. They have excellent, innovative ideas but aren’t hurt or insulted if we can’t or don't use them all. We work well together because they understand the uniqueness of our business. Knowing when to take a leadership role and when to be sensitive to the politics of a dynamic environment has given us confidence in the decisions we make.
For example, they showed us that retargeting ads would grow conversions over time, and helped us be patient. That guidance did, in fact, lead to substantial online sales increases, so their coaching and counseling is a great strength.
Are there any areas they could improve?
While I consider our communication very good, it's something that can always be improved. In particular, prioritizing projects to better work within our retainer and regularly updating that list. It's a good sign when you have to think this long and hard about areas where they can improve.