Michigan Association of Recreation Vehicles and Campgrounds

Member Engagement

“The Michigan Association of Recreation Vehicles and Campgrounds (MARVAC) sought to change the look of its annual Michigan RV & Campgrounds directory. VP Demand Creation Services created a new format that has proven to be popular with RV and camping enthusiasts. Members’ advertising participation has increased significantly. In addition to the directory, VP manages our social media offerings and our presence shows a steady increase month over month.”

Bill Sheffer, Executive Director

The Challenge

The Michigan Association of Recreation Vehicles and Campgrounds (MARVAC) recognized their communication strategies had become stagnant, and they needed to revitalize and unify their approach to create an “omni-channel” online experience for members and consumers.

The Solution

A universal voice for the association was created and continued throughout advertising sales pitches, social media, and direct mail efforts. Original social media content was used to drive and increase traffic to the MARVAC consumer website from social media channels.  A targeted mailing of the annual Directory – featuring a fresh design with brand new foldout regional maps providing additional exposure and advertising space – was executed to increase consumer and RV enthusiast awareness of member businesses.

The Results

In a single year, MARVAC’s Annual Directory advertising revenues increased over 40 percent (from $41,072 to $58,255). For the 2018 directory, print and online advertising dollars totaled $82,598! 2019 has been MARVAC’s record-breaking year with $103,250 in advertising sales! Traffic to the consumer website increased after production of original social media content increased the number of pageviews by almost 500 percent. An audience of 25,000 identified RV owners and camping and hiking enthusiasts from Michigan, Ohio, Illinois, and Indiana were mailed a complimentary edition of the annual directory, driving further traffic to the website and social media channels, and increasing business exposure for MARVAC members.

486%
Increase in Pageviews as a Result of Original Content

25,000
Quantity of Targeted Mailings

42%
Increase in Advertising Revenue

$200,000
Lifetime Value of Campaign Group