STRATEGY
Paid Media
Execute well.
Deliver big.
Previously, we had been chasing ROAS as though it were the only thing that mattered. We were seeing an extraordinarily high ROAS, which, when looking at the bottom line is rad, but if we were seeing such success, who were we targeting?
Leading into the 2025/26 season, we actively sought to lower our ROAS by focusing on high funnel targeting. We can talk to folks inside our sphere with organic media and email, so why were we using our ad spend on them? Some products do still receive a low funnel treatment, but our broader, season-long initiatives were entirely high funnel.
Even with the modified tactic, we still saw around a considerable ROAS and some strong numbers that supported resort-specific data.
All sets are accompanied by static assets. While I do not create the static collateral, I do proof and provide creative direction.
Evergreen Content
Part of the agreement during our Braind Campaign with Lone Spruce was retaining all the raw footage from the 3 shoot days that I could edit and repurpose for our various marketing needs.
The brand awareness campaign had an upper funnel focus and covered social, search, display, and for the first time, CTV. Conversions were never the objective; awareness was. That said, we still saw considerable conversions across all platforms, including a few from CTV.
We ran flights for general skiing, lodging, and the igloo.
2026/27 New England Pass Launch
For the 2025/26 pass launch, we hired an inexpensive agency whose model was based on churning out edits for paid media. The results were uninspired but functional. I knew I could do better.
For 2026/27, I took it upon myself to own the video production for pass launch and set out to find more energy and dynamics.
Sets for launch included specific messaging for acquisition vs. renewals, Youth Gold, a fun, energetic set, Buy Now/Ski Now, and updated copy to account for deadlines.