Denver-based tour company Aspire Tours hired me as a brand strategist and designer in 2022. Over the course of our year-long contract, we saw a 35% increase in direct sales on their website and built the foundations of a long-term marketing strategy to support the launch of a new adventure outpost in Salida, Colorado.
I kicked off our engagement with a market research report that included an in-depth dive into their analytics, as well as interviews with staff and previous tour guests. We then jumped into cross-channel efforts to strengthen their brand recognition and their presence online.
This included strategy and creative direction for a new website on Webflow; launching their email newsletter the ALL OUT Dispatch, which grew their list from zero to over 12k contacts in 9 months; and revitalizing organic social channels to support their first foray into Meta ads.
The Aspire Tours logo and branding was created by D.J. Field of Good to Know Creative Co. Photography and video stills by Christian Hundley of Art House Operations. Copywriting by John Owens.
UI/UX Recommendations for Menu Rebuild
We moved the Aspire Tours website from Wordpress to Webflow to make it easier for the in-house team to update online content. As part of that migration, the menu was restructured to direct more traffic towards booking pages, which improved the website conversion rate.
Map Illustration for Social and Blog
With the help of copywriter John Owens, we ramped up the frequency of blog posts which resulted in a steady increase in organic traffic to the website. I created this map illustration to accompany a post on whitewater rafting in Salida, Colorado.
Creative Direction for Social
I recommended an increased focus on UGC-style video content mixed with their existing library of stunning nature photography. New graphics templates match the look and feel of the website, for a cohesive feel across channels and increased brand recognition.
Westword Best of Denver Issue
In addition to ads on Meta and Google, we worked with local destination marketing organizations like Visit Denver, Visit Colorado, and Visit Boulder as well as publications like Westword to increase our reach. This ad ran in Westword's Best of Denver print issue as well as on westword.com.