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 But as they grew, they struggled with disorganized marketing, outdated brand touchpoints, and a lack of strategic planning.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  • Messy brand touchpoints—inconsistent messaging and outdated visuals.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.


the strategy

Phased implementation approach.

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

  • Designed their 2025 catalog, a key marketing asset, completing it in just one month instead of their usual 3-5 months.

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.

Key Takeaway

  • 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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