Website of the Sanatorium "Zapolyarye"

About the project

Sanatorium "Zapolyarye" (Sochi) is one of the best facilities for recreation and recreation on the Black Sea coast. The project includes a marketing strategy, umbrella branding, website development, SEO and comprehensive digital support. As part of the umbrella brand, the brands Zfit, Z-Clinic, and Z-Estetic were launched.

Business problem

• Develop an effective marketing strategy and build a systematic digital marketing of the sanatorium.
• Conduct rebranding and repositioning of the brand, create an umbrella brand for launching subsidiary directions.
• Launch a new modern website for the sanatorium with an emphasis on commercial sales of vouchers.
• Implement a complex of SEO, SMM, content marketing and influencer marketing.
• Create a marketing department, organize a long-term system of promotion and brand management.
• Launch marketing campaigns and build a system for monitoring and analyzing effectiveness.

Technical solution

• Marketing research, analysis of target audience and competitors.
• Development of a marketing and communication strategy, launch roadmap.
• Rebranding and creation of an umbrella brand with the launch of subsidiaries Zfit, Z-Clinic, Z-Estetic.
• Full cycle of website development: structure, design, prototyping, launch, SEO optimization.
• Content marketing: photo shoots, video production (from idea to publication), YouTube video guide, HR content.
• Launch and support of SMM, blogs, influencer campaigns, work with bloggers and ambassadors.
• Performance marketing: launching, testing and optimizing advertising campaigns.
• Creation and development of a marketing department, implementation of CRM and sales automation.
• Design support, printing, corporate identity for all brands of the group.

Technologies

• 1C-Bitrix (site CMS)
• HTML5, CSS3, JavaScript
• CRM (sales automation)
• SEO, SMM, analytics, performance marketing

Results

• Increase in commercial sales of sanatorium vouchers and services by 47% over two seasons.
• Increasing brand awareness after rebranding and launching an umbrella architecture.
• The site took top positions in searches for key queries (SEO growth +65% of traffic).
• Three new brand directions were launched, the number of clients and partners was increased.
• The marketing department staff has been formed and trained, and a KPI and control system has been created.
• More than 10 videos and photo guides were shot, a visual HR brand was built, and influencer campaigns were organized.
• Systematic digital marketing has been established: regular promotions, an increase in applications through the website and social networks.

Customer review

"Comprehensive marketing and digital support brought the sanatorium to a new level: a modern brand, a powerful website, thoughtful campaigns and a constant flow of clients. The project team demonstrated high professionalism and attention to detail."

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