Growth Strategy Proposal
Palo 32° ×
The Swell Studio
All-Access Bundle
Occupancy Goal
25% → 55%+
From current baseline to target by end of year one
Target ROAS
4–7×
On $1,000/mo ad spend once campaigns are optimized
Target Cost Per Booking
$50–120
8–10× return at your $525–$630 nightly rate
Our Approach
Phase 1 — Starting Now Recommended
We build a strong, consistent Instagram presence and launch a Meta advertising engine that turns awareness into confirmed bookings. TikTok will be cross-posted at no additional cost to keep that audience active while the foundation is built. Every piece of content and every campaign is built to work together — not in isolation.
Phase 2 — When Ready Future
Once we have a strong foundation and clear data on what converts, we expand into additional platforms — TikTok with a dedicated strategy, influencer partnerships, LinkedIn for corporate and retreat audiences, Pinterest, and PR outreach. We introduce each lever when the timing and creative are right.
What's Included
Visibility — Brand Presence
This layer elevates Palo 32°'s brand presence, nurtures potential guests, and strengthens recognition across all touchpoints.
- Instagram content strategy and management
- Instagram posting cadence of three posts per week
- Instagram Stories, Reels, and static content
- Monthly email newsletter
- Quarterly on-site content creation
- Seasonal content planning and tone consistency
- SMS, DM automation campaigns, and MiniChat comment/DM flows for lead capture and promos
- Monthly long-form content piece — blog, Substack-style article, or scripted YouTube-style narrative
Growth Engine — Acquisition and Revenue
This engine brings in new guests, supports consistent bookings in slower seasons, and adds clarity to what is driving revenue.
- Meta advertising campaigns for awareness, targeting, and retargeting
- Promo-based ad campaigns such as weekday specials and seasonal offers
- Audit and optimization of the current booking flow
- Automated email sequences for post-stay follow-up, abandoned booking recovery, and nurture flows
- Landing page design and build as needed
- Monthly reporting with recommendations and insights
- Quarterly strategic planning for upcoming seasons, promotions, and occupancy goals
Creative Direction and Strategic Partnership
This layer ensures Palo 32° shows up with a cohesive, elevated identity while providing strategic guidance month to month.
- Cohesive visual direction and editing style
- Strategic planning for monthly content and campaigns
- Unified visual library built from quarterly shoots
- Support in shaping promotional angles, pricing conversations, and guest communication
Occupancy Projections
Based on 6 tents at a ~$575 average nightly rate, starting from 25% current occupancy:
| Scenario | Starting | Target | Added Nights/Mo | Added Revenue/Mo |
|---|---|---|---|---|
| Break-Even · Mo. 1–6 | 25% | 45% | ~36 nights | ~$20,700 |
| Target · Mo. 6–12 | 25% | 55% | ~54 nights | ~$31,050 |
| Stretch · Mo. 12+ | 25% | 75% | ~90 nights | ~$51,750 |
45% is the priority milestone — the point where Palo 32° is operationally sustainable. 55% is the goal we're building toward. 75% is the stretch that becomes achievable as all channels compound together.
Return on Ad Spend and Cost Per Booking
ROAS Targets
- Months 1–3: 2–3× ROAS
Pixel building, creative testing, audiences warming - Months 4–12: 4–7× ROAS
Retargeting mature, automations fully active
Meta-reported ROAS never tells the full story — organic and email-driven bookings won't show in the dashboard. True return is always higher.
Cost Per Booking
Our target is $50–$120 per booking from paid channels — an 8–10× return on acquisition at your nightly rate.
The stronger story is lifetime value. Couples-focused glamping has high repeat and gifting behavior. A guest acquired for $75 who books twice is worth $1,050–$1,260 — from a single acquisition.
The stronger story is lifetime value. Couples-focused glamping has high repeat and gifting behavior. A guest acquired for $75 who books twice is worth $1,050–$1,260 — from a single acquisition.
How We Track What's Working
We use a four-layer attribution approach so you always have a clear picture of what's driving bookings:
- Meta Pixel on your Cloudbeds confirmation page — direct conversion tracking from every ad click through to a completed booking
- UTM parameters on all campaign links — every traffic source is visible in your analytics dashboard
- Campaign-specific promo codes — clean attribution for offers like weekday specials, even when guests don't click an ad directly
- Monthly reporting with full-funnel visibility — assisted conversions, not just last-click data, with clear recommendations each month
You will own your ad account and all data within it. Your pixel history, your audiences, your asset — we operate it on your behalf.
Investment
All-Access Bundle Recommended
$3,500/month
Ad spend billed separately and paid directly to Meta — we recommend starting at $1,000/month
Everything in Visibility, Growth Engine, and Creative Direction — including quarterly on-site content days, full strategic planning, and monthly reporting.
Available add-ons: Influencer coordination (outreach, vetting, and campaign management) and expanded platform management for TikTok, LinkedIn, and Pinterest — introduced strategically as the foundation matures.
Prepared for Palo 32° · March 2026
The Swell Studio