Typhoon Texas is a series of water parks with two locations in Austin & Houston Texas. Our team has collaborated jointly with partner agency Nativz in order to completely overhaul how the Water Parks approach their marketing strategy and analytics for data-driven decision making.
We were hired by the executive board of Typhoon Texas in 2019 as consultants to undergo an internal audit of all of their marketing strategy, digital presence, and customer feedback. Just about no stone was left unturned over the course of a year as Cole Feigl headlined internal research, geographic analysis, customer persona creation, creative analysis, media buying audit, customer surveys, and website UI/UX research. This culminated in an overall comprehensive strategy with recommendations on how to pivot and achieve success for the 2021 Season.
For the 2021 season, we built out a comprehensive media plan with a new emphasis on digital placements. Our goal was to establish a return on ad spend model where every dollar spent on campaigns could be monitored and attributed. We set up a comprehensive conversion tracking system which allowed us for the first time in the company’s history to attribute each sale to individual ad placements.
Utilizing past customer data, we conducted a lifetime value/geo analysis to optimize our targeting, lookalike audiences, and increase our overall average order value. Our data-match technology allowed us to uncover additional demographics about their ideal audience and create more robust customer personas. These findings informed channel placements, in-park promotions, marketing creative, geographic targeting, email marketing, and more.