CASE STUDY
Endlessly Yours
Endlessly Yours
Endlessly Yours
Building a Research-Driven Wedding Marketing Campaign for Crowne Plaza Resort Saipan
Building a Research-Driven Wedding Marketing Campaign for Crowne Plaza Resort Saipan
This case study covers how I built the marketing side of Endlessly Yours—from local market research and competitive site visits to the website, brochure, campaign assets, and lead-generation journey. I worked closely with Sales and C&E so the campaign supported real questions, follow-up, and booking conversations.
This case study covers how I built the marketing side of Endlessly Yours—from local market research and competitive site visits to the website, brochure, campaign assets, and lead-generation journey. I worked closely with Sales and C&E so the campaign supported real questions, follow-up, and booking conversations.
Role: Marketing Supervisor
Campaign Strategy / Market Research / Consumer Insights / Competitive Analysis / WordPress / Lead Generation / Sales Enablement / Creative Direction
Endlessly Yours Campaign Visual
Research-led wedding campaign system
Research-led wedding campaign system
Challenge
Challenge
Crowne Plaza Resort Saipan wanted to stand out in a local wedding market with established competitors. Rather than jumping straight into promotions, I started with research to understand what local couples cared about and what could help turn their interest into qualified inquiries.
Crowne Plaza Resort Saipan wanted to stand out in a local wedding market with established competitors. Rather than jumping straight into promotions, I started with research to understand what local couples cared about and what could help turn their interest into qualified inquiries.
Objectives
Objectives
• Increase brand awareness
• Increase brand awareness
• Generate qualified wedding inquiries
• Generate qualified wedding inquiries
• Better understand local consumer behavior
• Better understand local consumer behavior
• Build scalable marketing assets
• Build scalable marketing assets
• Support Sales & C&E with improved collateral for booking and client inquiries
• Support Sales & C&E with improved collateral for booking and client inquiries
FROM RESEARCH TO BOOKING
My Process
My Process
My Process
I led the marketing workstream alongside Sales and C&E. Research guided the positioning; the positioning shaped the content, and each asset was built to help move couples from awareness to a qualified inquiry.
I led the marketing workstream alongside Sales and C&E. Research guided the positioning; the positioning shaped the content, and each asset was built to help move couples from awareness to a qualified inquiry.
Process map
01 Market Research / 02 Consumer Insights / 03 Competitive Analysis / 04 Digital Inquiry Funnel / 05 Sales Enablement / 06 Integrated Campaign
01 / Market Research
01 / Market Research
01 / Market Research
Conducted an incentivized wedding survey to understand venue preferences, budgets, guest counts, purchase considerations, and wedding timing.
Conducted an incentivized wedding survey to understand venue preferences, budgets, guest counts, purchase considerations, and wedding timing.
Instagram Wedding Survey promotion
02 / Consumer Insights
02 / Consumer Insights
02 / Consumer Insights
56
survey participants
81.5%
21–40 age demographic
64.3%
most willing to spend on F&B
37.5%
preferred hotel / resort weddings
Survey Results Summary
03 / Competitive Analysis
03 / Competitive Analysis
03 / Competitive Analysis
I analyzed the competitive hotel set and visited Kensington, PIC, and World Resort. This helped me identify where Crowne Plaza could stand apart and offer a more flexible wedding experience for the local market.
I analyzed the competitive hotel set and visited Kensington, PIC, and World Resort. This helped me identify where Crowne Plaza could stand apart and offer a more flexible wedding experience for the local market.
Competitor analysis slide
04 / Digital Inquiry Funnel
04 / Digital Inquiry Funnel
04 / Digital Inquiry Funnel
I created a dedicated WordPress inquiry experience with downloadable resources, wedding information, and clear inquiry points. The goal was to make it easier for couples to go from browsing to starting a real conversation with the team.
I created a dedicated WordPress inquiry experience with downloadable resources, wedding information, and clear inquiry points. The goal was to make it easier for couples to go from browsing to starting a real conversation with the team.
WordPress Wedding Landing Page
05 / Sales Enablement
05 / Sales Enablement
05 / Sales Enablement
I led the initial concept and development of the wedding brochure, including its information structure, messaging, and content hierarchy. Sales and C&E shared package details and customer insights based on real booking conversations, then I worked with the graphics team on final production.
I led the initial concept and development of the wedding brochure, including its information structure, messaging, and content hierarchy. Sales and C&E shared package details and customer insights based on real booking conversations, then I worked with the graphics team on final production.
Initial wedding booklet draft
Final approved booklet
06 / Integrated Campaign
06 / Integrated Campaign
06 / Integrated Campaign
The research grew into a connected campaign across vendor partnerships, the wedding brochure, a dedicated website experience, social content, mini flyers, and Sales-led outreach. Marketing handled the campaign strategy, lead-generation touchpoints, and supporting assets, while Sales and C&E supported outreach, inquiry follow-up, and booking conversations.
The research grew into a connected campaign across vendor partnerships, the wedding brochure, a dedicated website experience, social content, mini flyers, and Sales-led outreach. Marketing handled the campaign strategy, lead-generation touchpoints, and supporting assets, while Sales and C&E supported outreach, inquiry follow-up, and booking conversations.
Research → Website → Brochure → Social → Mini Flyers → Vendor Partnerships → Sales Team → Wedding Booking
Mini Flyers
Wedding Supplement
Social Media Campaign
BUSINESS IMPACT
Results
Results
Results
The initial launch created a clear marketing foundation for Endlessly Yours. It generated qualified opportunities, supported booking conversations, increased digital engagement, and gave the team assets it could keep using for future wedding leads in a niche island market.
The initial launch created a clear marketing foundation for Endlessly Yours. It generated qualified opportunities, supported booking conversations, increased digital engagement, and gave the team assets it could keep using for future wedding leads in a niche island market.
9
9
Wedding Opportunities
7
7
Confirmed Bookings
2
2
Active Leads
6.4%
6.4%
Increase in Engagement
3.4%
3.4%
Increase in Profile Traffic
2.3K+
2.3K+
Top Performing Post Views
100+
100+
Interactions
Operating within a niche island market, success was measured through awareness growth, qualified lead generation, and establishing a scalable marketing framework rather than high-volume acquisition.
Operating within a niche island market, success was measured through awareness growth, qualified lead generation, and establishing a scalable marketing framework rather than high-volume acquisition.
What I Learned
What I Learned
What I Learned
This project reinforced the importance of beginning every campaign with research rather than assumptions. By combining market research, competitive analysis, digital marketing, sales enablement, and creative direction into one ecosystem, and Marketing, Sales, and C&E bring their own expertise to the table.
Leading the research, campaign strategy, digital experience, content messaging, and creative direction. Sales and C&E helped make sure the work answered real customer questions and supported follow-up and booking conversations.
Together, we created a clearer journey from awareness to inquiry and booking.
This project reinforced the importance of beginning every campaign with research rather than assumptions. By combining market research, competitive analysis, digital marketing, sales enablement, and creative direction into one ecosystem, and Marketing, Sales, and C&E bring their own expertise to the table.
Leading the research, campaign strategy, digital experience, content messaging, and creative direction. Sales and C&E helped make sure the work answered real customer questions and supported follow-up and booking conversations.
Together, we created a clearer journey from awareness to inquiry and booking.
Mini Flyers
Wedding Supplement
Social Media Campaign