Sugarloaf is one of the Northeast’s premier resort destinations. At 4,237 feet tall, not only does the mountain claim the title of the second highest peak in Maine it is also the largest ski area east of the Rockies. With a drive to share this special place and reach new skiers and riders in the region, Sugarloaf focused on it’s content marketing and distribution strategy in order to take advantage of a lack of communication from regional competitors.
When it comes a great customer experience both on and off the hill Sugarloaf dominates and the online content demanded to be a reflection on that. In order to do the resort justice a content development and online channel distribution strategy was developed based on the resorts brand guidelines, company values, distribution frequency and timing.
The Sugarloaf community is loyal because they share the same values as the brand - a commitment to excellent skiing and no BS culture. Throughout the winter season, that message engaged new audiences that were previously starved for content.
I handled content creation and social media management contributing to the following:
The resort saw a 20% increase in their social media following across channels in six months including 12,000+ new Instagram followers
Heightened community engagement and was observed both on and offline leading to elevated customer satisfaction
The audience growth increased online channel value contributing to successful holiday ticket and 2019/2020 season pass sales
Social media management
Photography and videography
This work was executed while I was employed by Sugarloaf.