Case Studies

CHA Educational Tours

Background Information: Founded in 1969, CHA Educational Tours (Cultural Heritage Alliance) is an educational tour operator headquartered in Philadelphia, PA. The company offers over 120 itineraries of international student and teacher travel throughout Europe, Latin America, the South Pacific and Asia. The international educational travel industry is deeply affected by economic, environmental and socio-political factors. With the industry at its low, high international airfare prices and the new market entries, CHA must stay visible and relevant to its target audience.

Objective: CHA needed to increase visibility among its target audience. The competition outperformed CHA on the Internet and dominated Search Engine results.

Strategy Execution: To increase CHA's market visibility, the agency expanded CHA's marketing strategy with a new focus on the Internet and the electronic media. Adamus performed CHA website analysis and implemented search engine optimization. The agency introduced the use of social media into the strategy and designed communications tactics that focus on creation of content for the Internet and online public relations. Additionally, the agency designed and executed a paid search campaign for CHA Early Bird promotions.

Results: Within a year, CHA's website unique visitors more than doubled. CHA appears at the top of organic search results on major search engines. Additional indexed links appeared on Google.

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THE WHITMAN

Background Information: The Whitman Diner is a 35-year old Gloucester County landmark that got an extreme makeover with a brand new lounge addition. The Whitman Diner seeks agency's help to complete its transformation into a new stylish night spot bringing a fresh taste to South Jersey.

Objective: Transform South Jersey diner into a stylish night spot.

Strategy Execution: The agency designed and executed an integrated marketing communications plan including a branding strategy, online and offline advertising, public relations and special events such as the grand opening party which included local officials and celebrities. Adamus Media rebranded the restaurant and integrated the new brand identity throughout all communications channels online and offline.

Results: The South Jersey diner is transformed into The Whitman - a modern diner and martini lounge that offers South Jersey residents a stylish local alternative to Philadelphia's "night out" experience. The grand opening is a success as The Whitman launches the slogan "Maybe Through the Woods. Definitely Not Over the River."

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