Driving Revenue and Adoption Through Targeted Digital Campaigns
Parking revenue represents a significant portion of the airport's non-aeronautical income, making it a critical business segment for RDU's overall financial health and operational sustainability. With stiff competition from various alternatives, including ride-sharing services like Uber and Lyft, off-site parking providers, and more, Walk West was engaged to help drive more traffic and overall revenue to our growing international airport.
The Challenge and Opportunity
These challenges provided RDU with a valuable opportunity to reevaluate and improve its digital marketing strategy. By analyzing the specific obstacles they faced, RDU was able to develop a more targeted approach that focuses on reaching potential customers at critical moments during their travel planning process. This new strategy emphasizes personalized communication and data-driven insights to engage travelers effectively when they are most receptive, ultimately aiming to increase customer acquisition and enhance overall marketing efficiency.
Revenue Growth
RDU needed to increase revenue from its parking services in a market with numerous transportation alternatives competing for traveler dollars.
Consumer Adoption
The airport faced the challenge of driving higher adoption rates of its parking options among travelers who might otherwise choose competing services.
Competitive Landscape
RDU's parking services competed against rideshare services (Uber/Lyft), taxis, friends/families providing rides, and other paid parking options in the area.
Demographic Targeting
A particular opportunity existed to grow market share among the 18-34 demographic, who might be less familiar with airport parking benefits.
The Strategic Approach
RDU came to Walk West with an opportunity to reimagine their digital marketing approach and develop a more targeted strategy to reach potential customers at key decision-making moments in their travel planning process.
- Hyper-Targeted Search Campaigns:
Implemented precisely targeted search campaigns using a mix of branded, non-branded, and competitor-based keywords. Geographic targeting focused on the RDU service area, with audience segmentation based on travel behaviors and demographics. -
Performance Max Campaigns
Leveraged Google's Performance Max to reach potential customers across multiple channels simultaneously. Created strategic asset groups with compelling text, images, and videos tailored to different traveler personas.
- Message and Audience Segmentation
Developed distinct messaging strategies for different audience segments, including business travelers, leisure travelers, and those taking trips of varying durations. Each segment received customized messaging highlighting the most relevant benefits.
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Prospecting and Retargeting
Implemented dual-focused approach with prospecting campaigns to reach new potential customers and retargeting strategies to re-engage previous visitors who had shown interest but not completed a reservation.
Campaign Results
Conversion Increase
CPCo Decrease
CPC Decrease
The Key Takeaways and Business Impact
RDU's parking campaign demonstrates how airports can successfully compete in the increasingly crowded ground transportation market through strategic digital marketing. By combining precise targeting, compelling messaging, and optimized campaign structures, RDU was able to drive substantial growth in parking revenue while simultaneously improving marketing efficiency. This case study provides a blueprint for other airports and transportation hubs looking to enhance their parking business performance in competitive markets.
Segmentation Drives Results
The hyper-targeted approach to both messaging and audience segmentation proved crucial to the campaign's success, allowing for more relevant communications with potential customers.
Performance Max Effectiveness
Google's Performance Max campaigns demonstrated exceptional value in reaching customers across multiple touchpoints with optimized messaging and creative assets.
Demographic Expansion
The successful growth in the A18-34 demographic segment shows the potential for airports to expand their parking customer base beyond traditional users.
Efficiency and Effectiveness Balance
The campaign achieved the rare combination of both improved efficiency (lower costs) and enhanced effectiveness (higher conversions), maximizing return on investment.