Brandy Hill Farm

Brandy Hill Farm

Wedding Venue Successful in Two Years after Launch

New wedding venue in Virginia hosts one wedding in its first year and rapidly scales to hosting 40 weddings by third year in business through successful execution of digital marketing strategies with LNI Digital Marketing.

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Background

Brandy Hill Farm is a 70-acre, family-owned residential farm in Culpeper, Virginia.  In the early days, the farm was a major regional supplier of horses, dairy animals, and hays.  The farm has a two-story 9,000-sqft barn used for dairy operations and hay storage back in the days.  The current owners wanted to make a use of the barn – which had not been in use for over 20 years – so they restored it to make it available for hosting private events.  After two years of fixing and upgrading the barn, Brandy Hill Farm opened for business as a wedding venue in 2014.

Challenges

As Brandy Hill Farm team was preparing to launch its wedding venue business, they were faced with a number of challenges.  They had never been in the wedding industry before and did not know how to build a brand awareness around their business nor how to reach out to their customers – engaged couples.

Also, because starting a wedding venue was never part of the plan when purchasing the farm fifteen years ago, the owners, a retired couple, did not have any budgets set aside for hiring employees.  When the farm opened for business, the entire team consisted of only three people – the owners and their daughter-in-law.

Most of all, the owners were not sure how many weddings they would be able to host, if any.  When the farm opened for business in late 2014, the owners hoped that they would be able to host at least ten weddings per year.  Being new to the industry, there were many unknowns.

The Solution

In order to reach the engaged couples, it was obvious that the digital channels be the major part of overall marketing strategy.  The millennials are tech-savvy generation who spend a lot of time on internet and utilize search engines and social media to search for wedding vendors.  What Brandy Hill Farm needed was a strong digital presence and online visibility across search engines and social media channels.

Building a website was the first step.  We chose WordPress platform for faster time to market, rich media capabilities, and robust SEO features.  Its ability to generate rich content with beautiful images is what set the platform apart from Drupal and other CMS systems.

We branded the website design with rustic and vintage elements as, often times, the engaged couples looking for a barn wedding are attracted to country style and rustic themes.

After launching the site, we shifted our focus to SEO, strategically coming up with keywords, inserting them into new content, and romoting them through the right channels.  We also built inbounc links from industry-leading wedding websites.

We also built presence on social media including Facebook, Instagram, Google+, and Pinterest with Facebok being the main driver for raising awareness.

Results

In the first year, 2014, one wedding was hosted at Brandy Hill Farm.  In 2015, the number went up to fifteen.  In 2016, Brandy Hill Farm hosted forty weddings.

In 2014, the website had generated 7,444 sessions and 4,897 unique visitors .  In 2015, the website had 18,467 sessions (+148%) and 12,491 unique visitors (+155%) The overall bounce rate stayed below 40% and average session duration was almost 3 minutes.

In 2014, the website had generated 7,444 sessions and 4,897 unique visitors .  In 2015, the website had 18,467 sessions (+148%) and 12,491 unique visitors (+155%) The overall bounce rate stayed below 40% and average session duration was almost 3 minutes.

Brandy Hill Farm, Culpeper, VA

Why LNI Digital Marketing?

LNI Digital Marketing offers a great service in the design, development, programming and marketing of your website. We strive to offer the best solution for your business and impartial advice at an honest price. We are constantly investigating new technologies and recommend them when they make sense.

We love what we do, some might say a bit too much, and we bring enthusiasm and commitment to every project we work on. Put simply, if you want a partner who cares about your business, choose LNI Digital Marketing.

LNI Digital Marketing is ‘one-stop-shop’ web design agency providing everything you need to successfully market your business to customers.

Our services include planning and strategy, website design and development, building web applications and custom programming, company branding and graphic design, copywriting, photography and a range of other complimentary digital marketing services.