Building a Scalable Marketing Engine for Excite Experiences

about the project

Excite Experiences had a clear vision: to be the top bus tour company in the Midwest. But as they grew, they struggled with disorganized marketing, outdated brand touchpoints, and a lack of strategic planning. They needed a scalable system to manage their marketing, improve efficiency, and sustain their growth.

key challenges

• No centralized system for managing tour promotions and marketing efforts.
• Messy brand touchpoints—inconsistent messaging and outdated visuals.
• Limited time & expertise—they were too busy running the business to focus on strategy.

Foundational Upgrades

• Revamped their website to modernize the brand and improve usability.
• Established an internal approval and communication process to streamline workflows.

Marketing & Content Strategy

• Took over social media & email marketing, ensuring consistent, engaging communication.
• Shifted from reactive marketing to a data-driven approach.
  

Mission Control:
The Ultimate Marketing Hub

Built a custom Airtable system to act as a centralized marketing HQ, organizing:

• Master tour database
• Goals & objectives
• Campaign overviews & planners
• Ads, email, & social media with approval processes
  

Scaling with the Annual Catalog

Expanding the Annual Catalog to encompass both print and digital formats on the Excite website.

The Excite Experience Approach

Our strategy wasn’t just about organization—it was about preserving their brand’s authenticity while scaling.

• Instead of overly corporate messaging, we embraced a friendly, personal tone.

• Emails were sent from JJ (Excite’s leader) with his headshot, reinforcing trust.



• The design leaned into modern minimalism, keeping communication clear and approachable.

REsults

• Streamlined Marketing Operations – Excite now has a structured, easy-to-manage system.

• More Strategic Decision-Making – Marketing is now planned, not improvised.

• Increased Bookings – January was their best month ever.

• Faster Execution – Critical marketing materials are now produced in record time.
  

+36%

Email Subscribers

+385%

Lead gen captures

+51%

Average web Session Duration

+58%

Bookings

+27%

Organic Search Users

+1,250

Client hours saved

key takeaways

• By implementing the right tools, processes, and strategy, we didn’t just help Excite grow—we helped them grow sustainably while maintaining their authentic, personal brand identity.
  

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