Great Wolf Lodge

A Wolf-Pack of Great Websites

Between 2006 and 2010, Great Wolf Lodge tasked Ascedia with developing nine websites and an overall portal entry website. The primary goal was to drive more online sales and the timeline was tight: three months from start to finish. Ascedia stepped up to the challenge.

Custom CMS to Support Multiple Locations

A hub and spoke structure was developed to support the use of templates and streamline cross-marketing efforts among all ten websites. This led to efficiencies in template maintenance, advanced data collection, content maintenance, search engine indexing and ease of expansion for future locations. Ascedia also developed a CMS that supports all highly trafficked and frequently changing areas of the website, such as promotions, specials, area attractions and room management features. Property managers can dynamically create professional graphics online using pre-approved graphic templates, fonts, image resources and even 360° tours.

The site was completely self-maintained from corporate oversight to location-level editors and used best tactics in SEO site development. Features were added to support best practices in customer data collection for e-mail and direct mail campaigns and incorporate rich media experiences such as e-brochures, flash, video, and audio. This helped Great Wolf present a consistent brand image while supporting large amounts of web traffic, online media marketing and pay per click efforts.

Cost-Effective SEO With Big Results

Ascedia developed an SEO program to support branding and promote individual locations. We kept a sharp eye on PPC campaigns and continually tweaked the program to keep costs down. The SEO program regularly added words and adjusted content site-wide to increase traffic.

Online Bookings Up 100%

Following the redesign, online bookings increased 100%. Other project highlights?

  • Overall website traffic increased 27%
  • Click-through rates for email promotions were as high as 52% -- more than double the predicted rate
  • Email offers generated over $2.2 million in revenue
  • Every dollar spent on email earned $32 for the resorts
  • Email signups increased 86% as Ascedia streamlined the value and relevancy of offers