Saddleback
Igniting growth for the re-launch of a long-dormant resort with a full-funnel, omni-channel media strategy.
THE CHALLENGE
Driving Demand in a Seasonal, High-Intent Market
Saddleback, an independent ski resort in western Maine, re-opened after ceasing operations for more than five-years. A regional favorite and financial lifeline for the local community, the mountain came out of the gates strong. But a by-the-book endemic ski industry agency marketing plan showed signs of strain within a year.
Management tapped Sonar mid-way through the second season to reconfigure the strategy in its entirety. We knew that operating in a compressed season where demand spikes quickly and competition for attention is concentrated within a short window, success depends on three things: having the right digital infrastructure and experience, reaching the right audiences and finding the right times to do it.
In less than a season we refined the channel mix, improved efficiency, and ensured media investment translated into measurable skier visits and season pass revenue.
THE SOLUTION
A Full-Funnel Media Strategy Aligned to Seasonality
We partnered with Saddleback to develop and execute a full-funnel media strategy designed to balance awareness, engagement, and demand capture across the season.
The approach focused on reallocating spend toward higher-performing channels, including broadcast and online video, while refining paid search and social to capture high-intent demand. Campaigns were structured to remain consistently in-market, with increased investment during key decision-making periods.
Audience targeting emphasized affinity and in-market segments, which drove stronger engagement and higher video completion rates, while branded search campaigns captured demand efficiently at peak moments.
THE APPROACH
How the Strategy Came to Life
- 1
Refined Channel Mix
Shifted investment toward higher-performing channels like broadcast and online video while reducing inefficient spend in OTT, display, and radio
- 2
Activated Full-Funnel Campaigns
Balanced awareness (video, broadcast) with demand capture (search, retargeting) to support both discovery and conversion
- 3
Leveraged High-Intent Search
Focused on branded and season pass keywords to capture demand efficiently with strong conversion rates
- 4
Aligned to Seasonal Peaks
Maintained always-on presence with increased investment during critical booking and decision windows
THE STORY
Balancing Demand Generation and Demand Capture
Saddleback’s marketing challenge wasn’t just about driving traffic, it was about aligning media strategy with how demand actually builds in a seasonal business.
We approached this by creating a full-funnel model that supports both awareness and conversion. Video and broadcast campaigns expanded reach and built familiarity early, while paid search and social captured high-intent users as they moved closer to booking decisions.
As campaigns progressed, it became clear that success wasn’t driven by any single channel, but by how they worked together. Increased visibility strengthened brand familiarity, which in turn improved engagement and search behavior during peak periods. At the same time, more structured campaign execution helped ensure that demand was captured efficiently when it mattered most.
The result was not just improved performance, but a clearer understanding of how to structure marketing investment moving forward. Saddleback now has a scalable framework that aligns media, messaging, and timing to maximize both reach and revenue throughout the season.
Establishing a Stronger Seasonal Foundation
KEY TAKEAWAY
In seasonal markets, performance isn’t driven by a single channel, but by how awareness and demand capture work together at the right time.
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