How Woodloch Resorts Uses Klear to Boost Holiday Travel with Influencers
Nestled in Pennsylvania’s Pocono Mountains, Woodloch Resorts is an all-inclusive family-friendly resort offering a wide array of activities and entertainment. The resort has been voted in the top 1% of hotels worldwide on TripAdvisor along with being named Best Family Resort by USA Today in 2019, 2021, and 2022. Such success isn’t without intention; the brand routinely launches large-scale influence campaigns to increase bookings, build brand awareness, and attract media attention. The winter holiday travel season is of particular importance to the resort, which is why they rely on Klear to make holidays dreams come true.
Klear enabled Woodloch Resorts to:
- Build a brand ambassador program worth $700,000
- Save money by vetting influencers prior to collaboration
- Achieving $250K in EMV + an increase in organic press
Unlocking the Value of an Always-On Influencer Program
Woodloch Resorts has always seen value in using influencers and brand ambassadors. Prior to 2017, the resort partnered with 24 “mommy bloggers” to grow brand awareness. In this program, they offered their blogger partners a two-night all-inclusive stay at the resort, then tracked engagement on the content the bloggers created. It was an all-manual program, and even though the program was successful, it didn’t allow the brand to scale.
Erica Bloch, Associate Director of Communications for Woodloch Resort, shares that using Klear completely changed the game. “The influencers we work with receive a free stay in exchange for social media posts and we can track the engagement on those posts. We look at the stats on the posts that our influencers share and see what kind of engagement they get. We have seen our own social media channels grow as well as our earned press. It has proved to be a very effective relationship management tool.”
In total, the brand ambassador program has earned the resort over $700,000. They now partner with more than 250 influencers, thanks to streamlined influencer discovery and vetting, better tracking, and Klear’s Influencer CRM.
Finding the Best-Fit Influencers — Fast
Before working with Klear, working with various influencers or bloggers felt like a risk. The resort’s marketing team didn’t know what they would get out of the deal. Finding and vetting influencers manually took a lot of time, and it wasn’t a perfect science. In some cases, the resort would spend a lot of money with no ROI simply because they chose the wrong partners.
As the influencer program grew, Erica knew she would need a software solution to help manage the process. She wanted to choose influencers with confidence and get the best chance of reaching an engaged audience.
“Klear’s Influencer Analysis has helped streamline our search for influencers by as much as 70% each week,” shares Erica. “Now we have a trackable agreement as well as posts where we can view analytics on those posts. It has definitely increased my productivity in that everything is streamlined into one easy to use program.”
Because of the difference Klear has made, Erica is looking to grow the influencer program even bigger. They’re starting to use the Recruit tool to add new ambassadors to the program, as well as leverage coupon codes and link tracking.
Earning $250,000+ in Earned Media Value in a Single Campaign
In a recent Masterclass co-hosted by Woodloch Resorts and Klear, Erica details how they achieved more than a quarter-million dollars in earned media from a single holiday campaign. It started with Klear.
Erica and her team leveraged Klear’s Find Influencers feature to recruit seven influencers for a campaign that would run from October 2021 to December 2021. Between the seven influencers, the brand received 89 published posts spanning Instagram Stories (71), Instagram (12), Facebook (4), and Twitter (2). The posts reached 251,900 users and made more than 8.1 million impressions. Each post earned an average of 179 engagements and generated an average of $2,800 in earned media value. In total, the campaign earned the brand an estimated $251,800 in EMV.
Using Klear data, Erica could dial down into the analytics to learn that 78% of the content’s audience was female, most of whom were from the United States. She could also see details like engagement, EMV, and reach per channel. What’s more, she can easily combine all of these figures into a single report to share with organization leaders.
“Klear has grown our brand awareness, which has spilled over to gain a 2100% increase in traditional press over time. Klear’s Campaign Reports show our owners the exposure we are getting through social media engagement as well as ROI.”
“Klear has streamlined the entire process I employ in implementing an influencer marketing program — it's seamless, effective, and easy to use!” - Erica Bloch, Associate Director of Communications for Woodloch Resort
Get Klear on your influencer marketing.
Klear helped Woodloch Resorts turn the love of family and togetherness into a $700K ambassador program. What will we do for you?