Apogee Events is a hospitality group based in New York with multiple East Coast event venues. Each venue is world-class and draws people from around the globe. ELMNTL markets four of their event venues, including Tribeca Rooftop in New York City, Flowerfield and Land’s End in Long Island, and 21 Main Events in Myrtle Beach.
ELMNTL was tasked with increasing private event bookings for each venue by tapping into new audiences.
Our challenge was to make Apogee Events venues stand out among the highly competitive event markets where they are located, including New York City, Long Island, New York, and Myrtle Beach, South Carolina.
Our second challenge was to find the most effective and efficient ways to connect, at scale, with party planning decision makers.
Instead of appealing to anyone looking to plan an event, our research uncovered that we could be more successful if we were to target event planners, especially those representing corporations.
ELMNTL’s solution was to target corporate event planners, wedding planners, and event producers. Targeting these three main categories would result in more repeat and referral business than if we were to target the clients themselves.
We deployed a multi-channel paid media strategy that focused on driving private events by highlighting each venue’s unique features in a way that would appeal to industry insiders. Telling the story of each of the four venues in Apogee’s portfolio was crucial in setting these spaces apart from their competition. Using both paid and organic channels allowed us to reinforce a consistent messaging designed to speak to people at various points in the sales funnel.
Our paid channels included Google Ads, Google Local Search Ads, Remarketing, and Social Media ads that go hand in hand with our organic social media postings and Local Search Optimization. Consistent messaging across all channels was the key to our success with each event venue.