WOB Studio

BACKGROUND

Please describe your company and your position there.

I am the Head of Marketing for a tour operator specialising in educational trips for schools to destinations in the UK and abroad. We work with schools based all around the UK and internationally.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Cabana, and what were your goals?

We started working with Cabana in August 2021. After a difficult couple of years for our industry, we wanted to ensure that when travel restarted our search visibility was in a strong position to help the business capitalise on the surge in demand when confidence in travel returned.

SOLUTION

How did you select this vendor and what were the deciding factors?

We knew that Cabana had experience working within our sector previously and we had seen the results they had achieved for other brands in the travel industry. After an initial meeting and proposal, we felt really confident that Cabana could help us to achieve the ambitious goals we had set.

Describe the scope of work in detail, including the project steps, key deliverables, and campaigns.

Initially Sam and his team did a technical and content review, which identified issues or opportunities they had found and gave detailed recommendations on how to fix or optimise the content. From there we worked through the tasks collaboratively with Sam and his team getting feedback on the recommendations we had implemented ourselves. We receive monthly reports showing KPIs, what tasks have been completed, what they're planning to work on in the following month and any new recommendations they want to test.

How many people from the vendor's team worked with you, and what were their positions?

We have worked almost exclusively with Sam. He's been fantastic, we knew he had experience within our industry previously and so this was one of the deciding factors in choosing to work with Cabana.

RESULTS & FEEDBACK

Can you share any measurable outcomes of the project or general feedback about the deliverables?

Since we started working with Cabana, our search visibility has steadily increased from 18% to 28% and we now have over 100 keywords ranking positions 1-3, which put us in a fantastic position when confidence in international travel started to return in the spring. We’ve seen record sales over the past 3 months with sales 20% up on pe-pandemic levels, which our SEO efforts have contributed to hugely.

Describe their project management style, including communication tools and timeliness.

Most of our communication has been through email or via video call. They are always quick to reply and answer any queries we have, even if it’s not related specifically to our SEO work. The videos in the reports are a great addition, especially when sharing our progress with other stakeholders within the company.

What did you find most impressive or unique about this company?

The consistent results we're seeing speak for themselves. Working with the same person continuously has also been a really refreshing change. You’re not passed around to different members of staff like you are when you work with larger agencies.

Are there any areas for improvement or something they could have done differently?

I can't think of any suggestions for improvement. Really professional company and we look forward to continuing to work with them in the future.