Success Story: Rayonier Outdoor
The Challenge
- Each year Rayonier, a leading outdoor land management and forest products company, leases approximately 2 million acres of land for hunting and recreational use. Prior to working with Watauga Group, 15-20% of this land remained without use.
- Rayonier had exhausted niche print advertising and newspaper classifieds and their budget made it restrictive to create any kind of frequency.
The Solution
- Instead of continuing with a single magazine and newspaper insertion within priority markets, online media was used in order to reach this niche audience. This efficiency permitted budgets to stretch across all markets for and 8 – 10 week period while also generating increased frequency
- All online media or ad listings were purchased on a CPC basis.
- Site Selection consisted of Ad Networks with Expandable Banners – Impactful creative unit
running across niche hunting/fishing/outdoor recreation sites. - SEM – Search Engine Marketing with keywords focusing on hunting & land for lease.
The Results
- Rayonier met their primary goal of leasing the remaining land – Leased 300,000 to 400,000 of land for hunting and recreational use.
- Rayonier achieved a two-fold increase in site traffic – finding thousands of new customers along the way.
