B2C Digital Marketing Campaign – Willows Lodge
Overview
At the 2024 Collegiate DECA International Career Development Conference (ICDC), my team and I developed a B2C digital marketing campaign proposal for Willows Lodge, a boutique hotel in Washington State.
The competition prompt tasked us with creating a marketing plan for a new glamping destination, so our proposal positioned this as an add-on experience to Willows Lodge’s existing offerings. We built a multi-channel strategy aimed at raising awareness, attracting eco-conscious luxury travelers, and driving bookings for the new glamping accommodations. The plan included content marketing, targeted digital advertising, a proposed social media presence, and website optimization recommendations, all designed to extend the Willows Lodge brand while capturing a new segment of high-value guests.
results
Our campaign earned 3rd place internationally out of hundreds of DECA competitors, praised for its creative positioning, cohesive multi-channel strategy, and strong alignment between the proposed glamping experience and Willows Lodge’s existing brand identity.
Key Strategies Implemented
Content Marketing:
Planned a luxury travel content series showcasing Willows Lodge’s glamping experiences, sustainability initiatives, and wellness retreats. Proposed blog articles, Pinterest boards, and nature-focused storytelling to position Willows as a leading eco-luxury destination.Digital Advertising:
Outlined a paid media plan including Google Search ads targeting travelers seeking upscale glamping, banner placements on Expedia, native display ads in Outside Magazine, and Facebook retargeting campaigns to generate booking interest.Social Media (Instagram & Pinterest):
Designed a proposed Instagram content strategy featuring a cohesive feed of property highlights, guest experiences, and seasonal offers. Developed Pinterest pin concepts tied to blog topics such as “Latest Glamping Trends” to inspire trip planning and drive site traffic.Website Optimization (SEO/SEM):
Created recommendations to enhance the booking experience by updating site content, integrating high-intent keywords, streamlining navigation, and testing layouts. Suggested visual updates and speed improvements to encourage longer visits and higher conversion potential.
-
![]()
Social Media Content Marketing - Therapy Clothing & Co
-
![]()
Content & Engagement Strategy – Bellevue College DECA
-
![]()
Social Media Content - Bellevue College Welcome Center
-
![]()
B2C Digital Marketing Campaign – Willows Lodge
-
![]()
B2B Digital Marketing Strategy – Hiya Inc.
-
![]()
Fashion Merchandising & Display Execution – H&M
-
![]()
SEO Strategy & Website Optimization – Therapy Clothing & Co.
