Harmony Homestay

Since 2008, Harmony Homestay has helped build global connections by helping international students find homestay families here in Canada during their study abroad programs.

Introduction

In 2021, Harmony Homestay came to picnic with the ultimate goal of raising brand awareness and expanding its database of host families for international students. To support this goal, picnic launched a marketing campaign for Harmony Homestay with a modern twist to match its brand identity & mission statement. It included a new website design, an email marketing drip campaign, online events, and social media marketing.

Business Summary

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Approach

Harmony Homestay began with a Marketing Roadmap and Brand Redesign in Q1 2022 to update its website and support more efficient customer journeys. Picnic also worked with Snap Systems and Salt Water Digital to prepare digestible content with clear call-to-actions for Harmony Homestay’s audience through a drip campaign and social advertising.

In the spring and fall, picnic prepared a monthly online event series that was promoted through FB ads and their newsletter. Prospective hosts could attend and participate in a Q&A to see if Harmony Homestay was right for them.

Picnic also added a Facebook group for current and prospective hosts where they could engage with other hosts and create a community. Picnic moderated the group, shared events, and encouraged discussion and photo sharing.

Results

Consistent social media content played a key role in building awareness and attracting new customers.

Harmony Homestay advertised throughout 2022, focusing on the spring and fall seasons, and reached 226 thousand people who were interested in Travel, which resulted in 252 applications.

1027 link clicks from ads
5000+ engaged users
252 host applications in 2022
226K total reach
154 event registrants
309 FB group members

Conclusion

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