Vail Resorts, a premier mountain resort company, relies heavily on their College Program to staff for their winter seasons. To fulfill Vail’s objective to increase College Program participation numbers each year, Bayard creates and executes annual strategic online plans that are supported by results derived from Bayard’s Reporting Division. In 2008, Bayard implemented a 5-month campaign, comprised of 5 online vendors, to drive the college student demographic to the Vail College Program Website. The campaign was a huge success, with over 6,011 clicks and 245 applicants.

The performance report for Vail’s 2008 online strategy shaped the online campaign for 2009. By determining Google and Facebook as the primary advertising mediums of value, we were able to allocate more of Vail’s budget to these areas and remove the remaining mediums from the 2009 campaign. In addition, this allowed us to utilize another advertising avenue, Yahoo SEM.