Case Study: Brian Head
4 a.m. or 4 p.m. Notice U Saved Brian Head $1,000s while Making Them Millions.
Case Study: Brian Head
4 a.m. or 4 p.m. Notice U Saved Brian Head $1000s while Making Them Millions.
6 years of attendance records concierge marketing
We went from managing one media (Programmatic) 8 years ago, to serving as Brian Head Resort’s do-everything, marketing department. Brian Head relied on every package we offer.
Our Fractional CMOs planned and managed $500k a year in marketing spend.
Our Content team produced and managed all Social Media and email outreach.
Our Web-Dev team produced three best in class ski resort websites from scratch that had full sales tracking and high conversion rates.
Our Paid Media Team masterfully targeted customers of other ski resorts and brought them to Brian Head.
Our Search Team put Brian Head on top of “Utah Ski Resort” search results.
Many mornings we started work for them at 4 a.m. and stayed on till 10pm.
We worked weekends and holidays. We overcame Pandemic challenges. We built all content from videos to print collateral, and ran all social media from 202 miles away.
Want more details? Well strap in and read on…
A New Website Drove A 174% Year Over Year Sales Increase
Custom Solutions & Industry Leading Design Makes A Website That Sets Sales Records.
Over 6 years and two full websites later, Notice U Marketing built a myriad of custom website solutions, and managed, optimized, improved, and maximized the full sales funnel for Brian Head Resort.
covid 19 reponse: from open to closed and back again
We used California’s Closure and Lots of Data to Set ANOTHER RECORD
We had collected more than 4 years of first party data on California skiers. Between that list, look alike audiences, and a decent email list, we were able to get to these skiers first with a message of “We Are Open and the Greatest Snow On Earth is Falling Now.”
The Big Highlights:
- We built “split” summer and a winter websites that were swapped without losing Google search ranking. We were able to keep growing winter site search ranking while showing users summer mountain biking.
- We custom coded multiple tools to notify people about opened and closed lifts, trails, and other property amenities when conditions like weather and seasonal change demanded.
- We incorporated their POS system sales window into the website to make sales transactions faster and easier.
- We custom coded an info-panel into the website header that allowed people to quickly get the most sought after information from any device.
- Our reworking of the sales funnel, the search ranking gains, the better marketing landing pages contributed to a 174% year over year increase in sales and conversions the year the website launched!
advertising teams: 6 Years of setting records
Our Paid Digital Marketing team was tasked with one thing: outperform the previous year. And for six straight seasons at Brian Head Ski Resort, that’s exactly what we did.
Every year, we captured more data—on search behavior, ad performance, booking patterns, device IDs, and visitor geolocation. Then we used it.
We built precision-targeted campaigns using a dynamic mix of:
Google Ads for high-intent searches and seasonal rushes
Device ID targeting to target skiers who frequented other resorts and ski shows
Social Media Remarketing to deliver impactful video and close the loop
We didn’t just increase impressions. We increased lift ticket sales, lodging package bookings, and revenue—year after year.
By constantly analyzing what worked, when it worked, and for whom, we created a momentum machine. Every season started stronger because the foundation from the season before was smarter.
The result? Six record-breaking years.
Because great ads don’t just get attention. They get results—and then they beat them.
So Many Solutions
- Powder Alerts: 4 am snow measurements and social posts made it up on the website and social media every time they were needed.
- Two custom built, high converting websites in 6 years.
- A full custom info panel built into the website.
- Custom tools for opening and closing trails.
- A full custom lift management tool built into the website
- Managing a multi-market, monster of a segmented media plan as we also handled a large State of Utah Co-Op budget simultaneously.
- Implementing data tracking and data mining.
- Sale tracking implementation tied to marketing plans.
- Navigating the Covid closing and reopening to set sales records (more on that below).
- Tackling a midweek sales slump.
- Creating user generated content contests and other mechanisms to drive the highest social media engagement in Resort history.
- Taking over marketing work without question as staff reductions happened.
- Ownership changes created new policies and rules.
- Adding a whole new corporate marketing mandate, hitting deadlines and truly functioning as a member of the team.
- Maintaining in-house communication and high responsiveness though we were offsite.
- Gathering pictures and content from 200 miles away.
The Secret Sauce:
- F/CMO: Strategy and planning of all aspects of the Winter and Summer marketing plans. We were relied on to solve big challenges like Covid and midweek sales slumps.
- Advertising: Placing, negotiating and purchasing all media.
- Content Production: All creative including email blasts, videos, static images, banners, Ad copy, landing pages, all purpose built by Notice U and all constantly optimized.
- Social Media: Managing three Instagram Channels, TikTok and Facebook.
- Web Dev: We built 3 websites, came up with custom weather and webcam tools, posted all content.
- Search (SEO): We ranked the winter websites in the top 3 of “Utah Ski Resort” searches.
- Search: Our Google Ads and Paid Social Teams simply could not be stopped – they just kept setting sales records every year.
It Defined Our Concierge Marketing Package: We were present with a 5 person team for more than 48 hours of the opening weekend to ensure everything operated to plan, banners were hung, and we were able to gather several weeks worth of social media content.
Paid Media Managed:
- Google Search Ads
- Facebook/Instagram Ads
- TikTok Ads
- Banner and Native Ads
- Device ID targeting of customer that frequent other ski resorts
- Video Streaming Ads
- Acoustic email system
- Broadcast Media
Notice U Marketing are Real Partners:
We take pride in the fact that from the time we were given the word “Go!” we sprang into action, working holidays, pressing each other to beat records, doing our best work with a never say “die” attitude. We took on more and more responsibility, rarely if ever, renegotiating rates and were always a counted on to deliver for Brian Head Resort.
We did not count hours. We only counted the success.
Powder Alerts From Vegas: social media became a powerful marketing tool
Website traffic from social jumped 262%, Instagram grew by over 4,400 followers, and reach more than doubled from 1.7M to 3.9M in a single season. But the real story isn’t just in the data.
Always On Call… we responded seven days a week, including holidays, and started as early as 4 a.m. When big snow storms happened people knew about it right away.
We traveled when needed.
We responded fast.
The team at Brian Head felt like we were onsite every day.
Brian Head Resort Relied On Notice U Marketing
At various times during our 6+ years of service to Brian head Resort, Notice U Marketing was responsible for these platforms and services:
- Managing the website, including developing special tools, managing messaging, updating all content, promoting sales and special events.
- Email outreach marketing.
- Social Media – all content production, posting and moderating.
- User generated contests.
- Onsite signage and promotions.
- Broadcast media placement.
- Paid Media and sales funnels.
- Weather reporting, closures, ski cams, and other onsite reporting.
- Graphics production: From restaurant menus to printed trail maps, ski passes to signage, we built all of it.
- Emergency closures including cancelling of the NYE fireworks display when the weather forced closure.
The Results:
Brian Head was able to effectively maintain all marketing functions as well as/or better than on site personnel who proceeded Notice U Marketing. When personnel left, Notice U Marketing often stepped up delivering “gap insurance” in the Marketing Department that lasted from days to years.
How:
Serving as an effective Marketing Department from 200+ miles away required a lot of trust and know how. Our phones were never off and we never failed to respond to the needs of the Management and ownership of Brian Head Resort.
Some other solutions we implemented:
- Real time communication through purpose-built chat tools.
- Daily check-ins.
- Organizing and preparing content and materials ahead of time.
- Paying attention to the weather makes it easy to forecast when we are likely to be needed at 4 a.m.
- Consistent strategy and communication.
- Willingness to travel at our time and expense and working at the resort as needed.
- A solid team of 5 people at Notice U Marketing paying attention, thinking, and working together with Brian Head owners and Management.
The Rubber Band Effect (2021/2022 Ski Season):
2021/2022 was the first year that Notice U Marketing missed setting records for Brian Head Resort in 6 straight years of working for them. 
The rubber band effect of Covid: When the competition came back, they came back with a vengeance and were well funded. Also, people had quite a Pandemic Hangover.
- Brian Head cut ad budgets.
- Social Media advertising rates went up 30% across the board.
- Google click rates doubled.
- That audience that had been chained to their phones the year prior, were now back to work, and busy.
- All that free time was GONE and they were much more selective on where they spent their time and money.
The result was sales dropped. But even with these drops sales and visitor volume beat 2019/2020 (pre-Covid) numbers.
How is it to work with Notice U Marketing?
Our team has been at other agencies and none would go to the lengths we did for Brian Head Resort.
Let’s start with working all holidays and starting as early as 4 a.m. in the morning to solve problems. Brian Head kept us running calling us for anything. We were integrated into the team though we are 200 miles away.
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