All Of Boston In One View
View Boston is a 360 observation deck offering breathtaking and orienting views from high above the heart of Boston. Guests can curate their own ultimate Boston itinerary as they explore.
Whether discovering famed institutions and coveted hidden gems or meeting friends for a sunset cocktail, your unforgettable Bostonian experience begins here.
My Role – Digital Marketing Manager
Skills applied: SEM, SEO, Web Design, Paid Media, Email Marketing (A/B testing), Social Media Management, Field Marketing, Accesso Management, Graphic Creation, Programmatic Display, Paid Media Budget Development, Marketing Activations, Data Analysis & Reporting, Review Management, Brand Guideline Development
SEM
Search Engine Marketing (SEM) tactics vary across platforms like Google Ads, Meta Ads, Bing Ads, and Sojern Ads, each with distinct metrics showcasing their effectiveness. Google Ads, for instance, boasts an average click-through rate (CTR) of 6.17%, driven by precise keyword targeting and ad extensions. Meta Ads excel in demographic targeting, with an average conversion rate of 9.21% across Facebook and Instagram campaigns. Bing Ads, leveraging features like Bing Shopping, yield an impressive return on ad spend (ROAS) of 0.29x, tapping into the Microsoft ecosystem. Meanwhile, Sojern Ads, specialized in travel marketing, capitalize on travel intent signals, resulting in a remarkable 12% increase in bookings. These platforms utilize tailored tactics to drive tangible results, proving the effectiveness of SEM in today’s digital landscape.
SEO
To elevate the ranking of the View Boston page, a strategic combination of SEO tactics employing both Yoast SEO and Semrush can be instrumental. Yoast SEO offers comprehensive on-page optimization tools, enabling the optimization of meta titles, descriptions, and content readability. By integrating relevant keywords seamlessly into the page content Yoast SEO also facilitates the improvement of internal linking structures, ensuring a cohesive website architecture that enhances user experience and search engine crawlability. Additionally, leveraging Semrush provides valuable insights into competitor analysis, keyword research, and backlink opportunities.
By identifying high-performing keywords and optimizing content based on Semrush’s data-driven recommendations, the View Boston page can attract more organic traffic and improve its search engine ranking position. Furthermore, Semrush’s auditing tools can pinpoint technical SEO issues, such as page speed optimization and mobile responsiveness, thereby enhancing overall website performance. By synergizing the capabilities of Yoast SEO and Semrush, the View Boston page can effectively ascend the search engine results pages, driving increased visibility and engagement.
Web Design
View Boston utilizes various effective web design tactics on WordPress to create an engaging and user-friendly online experience. Leveraging WordPress’s versatile platform, View Boston integrates responsive design elements, ensuring seamless accessibility across devices. The website employs intuitive navigation menus and clear calls-to-action, guiding visitors through the site effortlessly. Dynamic visuals and multimedia content capture attention, while strategically placed whitespace enhances readability and visual appeal. With a focus on user experience, View Boston incorporates fast loading times and optimized performance, providing visitors with a smooth browsing experience. Through thoughtful design choices and WordPress’s robust features, View Boston delivers a compelling digital presence tailored to its audience.
Paid Media
In today’s dynamic marketing landscape, crafting an effective strategy across paid media channels is paramount for businesses aiming to amplify their reach and engage with target audiences. Leveraging a diverse array of tactics, from the interactive realms of paid social and influencer collaborations to the traditional platforms of radio and magazine advertising, alongside the precision targeting capabilities of paid search and the impactful presence of out-of-home (OOH) campaigns, allows brands to create a multifaceted approach that resonates across various touchpoints.
Paid Media Budget Development
Paid Search
Google Ads, Facebook Ads, Bing Ads, YouTube Ads, Sojern Ads
Paid Social
Facebook, Instagram, Twitter, LinkedIn, YouTube
Radio
Spotify, Audacy, Local Boston Stations
Magazine
Boston Magazine, The Boston Globe Magazine, Northshore Magazine
Influencer Marketing
Worked with local Boston and New based influencers
OOH
Billboards (Traditional & Digital), Transit Advertising, Place Based Advertising, Guerilla OOH Advertising
Email Development
In the realm of email development for View Boston, employing A/B testing allows for meticulous refinement of messaging and design elements to maximize engagement and conversion rates. By experimenting with variations in subject lines, content layout, and calls-to-action, View Boston can glean invaluable insights into subscriber preferences, ultimately optimizing its email campaigns. In this example we had A/B tested two group inquiry emails to generate more leads.
Social Media Management
View Boston employs a comprehensive social media management approach by integrating Trello and Sprout, two powerful platforms that streamline its content creation, scheduling, and analysis processes. Trello serves as the central hub for content planning and collaboration, where the team can organize ideas, assign tasks, and track progress seamlessly. By utilizing Trello boards to outline content calendars and workflows, View Boston ensures that its social media strategy remains organized and cohesive. Meanwhile, Sprout enhances this process by providing advanced analytics and scheduling capabilities. With Sprout, View Boston can monitor engagement metrics, track audience demographics, and optimize posting times for maximum reach and impact. By leveraging the combined strengths of Trello and Sprout, View Boston maintains a dynamic and data-driven social media presence that effectively engages its audience and drives results.
Field Marketing
View Boston takes full advantage of the lively ambiance at Boston College’s fest by setting up an engaging stall as part of its field marketing initiative. Through captivating visuals and personalized interactions, the team sparks interest and generates leads for group gatherings and exclusive events. This hands-on approach not only boosts brand visibility but also fosters valuable connections within the collegiate community and beyond.
Accesso Management
Accesso Management introduces tailored packages for View Boston, catering to diverse preferences and needs. With three distinct offerings – Standard, Combination, and All-Inclusive – guests can choose the package that best suits their needs.
Graphic Creation
In executing an OOH tactics for View Boston, we utilized a billboard strategically placed in Boston Logan Airport. Leveraging tools like Canva, Photoshop, Illustrator, InDesign, and Premiere Pro, I crafted captivating visuals that showcased View Boston’s. This tactic resulted in impressive metrics, with the billboard generating over 500,000 impressions within the first month alone. Through meticulous design creation and strategic placement, View Boston successfully captured the attention of travelers, amplifying brand visibility and driving interest in its premier living spaces.
Programmatic Display
In developing programmatic display campaigns for View Boston, our approach integrates advanced technology with precise audience targeting to maximize impact. Utilizing sophisticated platforms, we tailor ad creatives to resonate with individuals. Through real-time bidding and optimization, we ensure View Boston’s ads reach the right audience across various digital channels. Our efforts have proven successful, with programmatic display campaigns generating over 600 thousand impressions monthly. By continuously refining our strategies based on performance metrics, we optimize View Boston’s digital presence, driving awareness and attracting enthusiasts to its captivating observatory experiences.
Marketing Activations
Dos Hombres, a renowned tequila brand, hosted an electrifying marketing activation at the Stratus Bar within View Boston, captivating patrons with an immersive experience. With vibrant displays showcasing the brand’s rich heritage and exquisite craftsmanship, coupled with engaging interactive elements, the activation left an indelible mark on attendees. Metrics revealed a significant surge in impressions, with social media posts garnering thousands of likes, shares, and comments. Moreover, online ticket purchases spiked following the activation, underscoring its effectiveness in driving consumer interest and engagement. Through strategic placement and captivating content, Dos Hombres successfully solidified its presence at Stratus Bar, leaving patrons eagerly anticipating future experiences.
Data Analysis & Reporting
View Boston utilizes a comprehensive data analysis approach, leveraging the power of Tableau, Medalia, and Google Analytics to gain valuable insights into customer behavior and preferences. Through Tableau’s robust visualization capabilities, the team can create interactive dashboards that offer a bird’s-eye view of key performance metrics, allowing for easy identification of trends and patterns. Medalia enhances this analysis by providing in-depth feedback from guests, enabling View Boston to understand customer satisfaction levels and areas for improvement. Additionally, Google Analytics tracks website traffic, user engagement, and conversion rates, providing crucial data on online interactions and marketing effectiveness. By integrating these tools, View Boston can make data-driven decisions, optimize operations, and enhance the overall guest experience, ensuring continued success in the competitive hospitality industry.
Review Management
View Boston employs a sophisticated approach to managing reviews through YEXT, a powerful reputation management platform. By centralizing review monitoring and response efforts, View Boston efficiently maintains its online reputation across over 30 platforms. Leveraging YEXT’s robust features, the team can seamlessly respond to reviews from various channels, including Google, Yelp, and TripAdvisor, among others. Furthermore, YEXT streamlines the process by allowing pre-loaded responses, ensuring consistent and timely engagement with guests. This proactive approach not only addresses customer feedback promptly but also enables View Boston to uphold its reputation for exceptional service and responsiveness in the competitive hospitality landscape.
Brand Guideline Development
View Boston’s brand guidelines were meticulously crafted to capture the essence of the establishment’s identity and values. Through market research and collaborative workshops, a cohesive brand identity emerged, reflecting sophistication, excellence, and exceptional guest experiences. These guidelines encompass visual elements like logo usage, color palette, and messaging consistency, ensuring View Boston maintains a compelling brand presence in the competitive hospitality landscape.
