A high-tech travel startup gets a human voice.
Time Period
March 2015–present
Background
Skylark is a members-only site that offers deep discounts on luxury hotels bundled with airfare, pairing innovative technology with real-time assistance from human travel agents. At launch, with only rudimentary content, Skylark hired Peter Frank Consulting to help refine the startup's brand positioning and value proposition; establish a brand voice; and define and execute an overarching content strategy. Frank's role has expanded to encompass audience development, merchandising, strategic partnerships, product development, branding and operations management.
Process
Skylark is different from other online travel agencies, thanks to a team of experienced consultants that sits behind the scenes, ready to help with advice, planning and booking. To reflect that human element, the content needs to emphasize expert guidance over sales and promotion, and to attract a sophisticated audience of luxury travel consumers. From inspiration to booking, all Skylark content should reflect the collective intelligence of its team members.
Peter Frank Consulting articulated a distinct voice for Skylark and then hired and trained the editorial team. We continue oversee all content production, including weekly newsletters, on-site hotel reviews, and all site content and imagery.
To increase membership and awareness, we devised and executed various email drip campaigns; paid media campaigns on Facebook and Instagram; an organic social media strategy; and marketing partnerships with Travel + Leisure, Shop Latitude, the James Beard Foundation and others. All of the above efforts were optimized through continuous testing and revision.
Peter Frank Consulting provides senior leadership with guidance on product development, operations, public relations and strategic direction. We also advised on a rebranding initiative, from conceptualization through a successful launch in fall 2016.
Results
During the second half of 2016, Skylark more than quadrupled its membership and is posting increasingly strong results for traffic, sales and newsletter conversions. The startup has received positive coverage from The New York Times, Bloomberg and Skift. Since launching in June 2017, Skylark's blog, Inspire Me, doubled its unique visitors and page view in the first two months.