It’s Not What You Do… It’s Who You Are
DZO’s Bo Babovic and Alex Kolacio’s approach to marketing is refreshingly different and it’s paying dividends. Their 100% focus is on the experience – the experience of their team as well as their customers.
Every decision that’s made about their marketing comes with multiple questions… “Is this authentic… is it personal?” To them, that’s the connection point – resonance by being real.
Following a name change from AtmosphAir to Wisconsin Skydiving Center, first we created a logo that we felt best represented WSC and their values.
As a conservative DZ with a focus on learning, we didn’t try to create a logo that showcased a fast swooper as is found in many DZ logos today. DZ owners, Bo and Alex run a well-organized and polished operation and we felt the simplicity of the logo with bold, patriotic colors matched their identity most accurately.
A Personal Website
With their philosophy in mind (and one we endorse) we set out to make sure the story being told on their website goes beyond what they sell. To do this, we used subtle and not so subtle nuances to get this point across beginning with an impact statement that has nothing to do with a promotion or sale:
ADVENTURE | EMPOWERMENT | GROWTH – the byproducts of skydiving. A custom video would also support this story – the video puts the customer at the center point as opposed to the DZ itself. The instructor spotlight was something we definitely wanted to emphasize as it would support the concept of ‘Who We Are’ as opposed to showcasing ‘What We Do.’
Smaller details included a ‘Who We Are’ menu item replacing the standard ‘About Us’ option. Within the menu, you’ll find a page dedicated to the company’s core values – something not often seen, but something that tells a big story.
Site Optimization with a Robust Blog
Like many DZs, Wisconsin Skydiving Center is in a remote town which means site optimization is key in order to attract attention from their targeted markets. Part of the SEO strategy is to maintain a robust blog that highlights people as well as answer a multitude of Google search queries. To date, Wisconsin Skydiving Center’s website has in excess of 150 blog posts! Because of this, we wanted to ensure the blog would have a presence on the home page.
The theme for much of the skydiving industry in 2018, especially in the midwest, was a down year due to poor weather. WSC experienced their best year in 20 years due to strong digital marketing, a website that tells a story that differs from their competitors and a focus on customer experience. The ingredients that make up Wisconsin Skydiving’s marketing may be the most complete of any in the world.
“Prior to meeting James, we had tried several marketing campaigns over the course of the 15 years in business. All these efforts created dismal results and because of that, we developed a strong aversion to marketing in general. Therefore, our market presence was small, we fell behind, and our web footprint – minimal. That all changed, after we started working with James.
We heard him speak at a Parachute Industry Symposium years ago, and we immediately sensed that James is a different kind of Marketer. Part of James’ expertise comes from many years of experience in the skydiving industry which is very customer service intensive. He took us by the hand, established a trusting working relationship and brought us to a place where we feel better about our business, our future, and ourselves. His guidance has always come from a place of honesty and integrity and he lives up to his promise to Amaze his customers! He helped us present ourselves to our customers for who we really are. His work speaks for itself. James is an extraordinary human being.”
Bo Babovic and Alex Kolacio – Owners, Wisconsin Skydiving Center