Logo & Visual Vernacular
Social Media Management
Member Touchpoints
Visual Asset Library
Video Production
Brand Positioning
Digital Collateral
Advertising Placement
Spa Brand Development
Collateral Materials
Photography
Logo & Visual Vernacular Social Media Management Member Touchpoints Visual Asset Library Video Production Brand Positioning Digital Collateral Advertising Placement Spa Brand Development Collateral Materials Photography
THE ASK
Tahoe Beach Club hired KR Squared to aid in brand repositioning along with creating a digital presence. The goal was to create a classic logo that stood out amongst Tahoe’s mountain-centric imagery and establish social media accounts that produced connectivity and, in turn, sales results. With the success of our work, the brand requested we assume the entire marketing account.
WEB DESIGN
With pre-developed templates and systems in place, KR Squared quickly turns around website builds when time is of the essence. Because of our hands-on approach, updates and adjustments happen in real time, so brand messaging always stays current.
Plus, our marketing roots mean every site is user-friendly, accessible and easy on the eyes.
MAILERS & PRINT ADVERTISING
Tahoe Beach Club’s mailers were hugely successful because we perpetually honed our targeting efforts, delivering an abundance of vetted, qualified leads. Plus, we design eye-catching print ads for publications ranging from the Wall Street Journal to Tahoe Quarterly.
SOCIAL MEDIA
Tahoe Beach Club established their social media presence through a traditional PR firm. Over two years and four months the account grew to only 158 followers with no website hits. KR Squared took over the account and discovered a major perception issue due to an altercation between beach club security and a trespasser which occurred the prior year. The development’s name was mud; therefore, we repositioned the brand, highlighting family-friendly activities and community support. Our focus was not growing the account to astronomical numbers like a mass market brand; instead, we hone in on followers who are either A. prospective purchasers or B. in contact with prospects.
Today, the account has over 15k organic followers, viral Reels, and club initiation fees increasing by over 100%.
PROOF IN NUMBERS
Impressions
1.7M
↗ 26.5% mo/mo
Reach
1M
↗ 39.41% mo/mo
Profile Views
48K
↗ 30.39% mo/mo
*Stats are based on 28 months of KR Squared management and content curation.
THE RESULT
With KR Squared at the helm, Tahoe Beach Club achieved $80,000,000 in revenue with record-breaking per-square-foot real estate sales.
DIGITAL MARKETING
Email blasts remain the strongest performer thus far in our digital campaign. Three email blasts were delivered to 130,000 people and experienced a 19.6% open rate and drove 3,525 website clicks, right on par with industry averages.
For digital ads, we utilize location-based targeting (geofencing), and behavior-based targeting to reach our audience. The goal… reach full-time residents and 2nd homeowners near the club.
Google Display Ad Campaigns ran throughout the year, garnering over 850k total impressions. We kept a close eye on website clicks, and when the number started to drop, we immediately changed the visual campaign to keep the numbers up. In addition, we tweaked the qualifiers to hone in on our target demographic.
PHOTOGRAPHY
As a four-season community, it is important to show the beauty of Tahoe Beach Club, therefore, we capture photos and drone images of the property to use in all collateral. In fact, we flew world-renowned food photographer, Eva Kosmas Flores for a day to shoot signature dishes and drinks. The pictures were a game changer as we positioned the Club as the ultimate social experience.
