New business cards and postcards set the tone for a brochure redesign.

Lookout Point Lakeside Inn was down to their last box of brochures. Co-owner Kristie Rosset decided this was the perfect time to update the design of the piece. InsideOut had recently established a new look for her postcards and business cards. Now we had the opportunity to brand the brochure.

Kristie was happy with the current format–an 8″ x 9″ piece which folded in half to 4″ x 9″–but she was also open to other options. Staying with a finished size of 4″ x 9″ made the most sense since it would fit both standard display racks and business envelopes. But which format would work for Lookout Point? Rack card, trifold or bifold?

Rack cards: small but mighty

A 2-sided 4″ x 9″ rack card was the most economical option. Although on the small side, a rack card still has enough room for good photos, a map and short-but-sweet text. For most small inns, a rack card is the best choice.

The old bifold brochure was dark and blocky.

Trifolds: a multi-tasker with impact

The trifold format (12″ x 9″ folded to 4″ x 9″) would work if it was important to emphasize multiple aspects of the inn. In Lookout Point’s case, the main aspect was the excellent accommodations (12 guest rooms and a condo), but the inn also hosted business meetings, weddings and fine dining events.

Bifold: right in between

The current bifold was a happy medium for fitting text and photos. As far as impact and cost, it was right between the rack card and trifold. After thinking it over, Kristie decided to stay with the bifold. The format had already proven itself and, with focused writing and design, we could still showcase the main aspects of the inn.

The design: making it all work

The new version showcases the inn's best qualities and matches the other print pieces.

The secondary aspects, such as gatherings and fine cuisine, also made their mark on the piece with small inset photos and short captions. The back panel was the place to put quick reference information. It’s a hard-working panel that features contact info, a locator map, a list of amenities and other highlights of the inn.

The same fonts, colors and photo treatments used in the previous print pieces were used in the bifold. As a result, all the pieces work well together and reinforce the established branding. Since InsideOut was already familiar with Lookout Point, the design process went quickly and smoothly.

“You’ve made this process so easy. Thank you! - Kristie

InsideOut managed the printing of 5,000 brochures to ensure low cost, high quality and timely delivery.

See a pdf of the complete set of branded print pieces.

The Voss Inn, Bozeman MT

New Web Site Design for Voss Inn

The Voss Inn, a Montana Bed and Breakfast in Bozeman, had a site that was begging for a face lift. They had been a promotion client of ours for over a year, and we were excited to merge their great Search Engine Optimization from the last year with a modern web site that was current with web standards and reflected the unique and beautiful Victorian that Frankee and Bruce so lovingly maintain. As they continue with their promotions, it will be that much easier to increase the Voss Inn’s visibility online for both their primary and secondary key phrases.

Already we have seen these improvements in Google Search:

• Average visit up from 2 minutes to 5 minutes
• Bounce rate down from 46% to 29%
• Average pages per visit up from ~2 to ~6

Congratulations Frankee and Bruce!

Pinecrest Bed & Breakfast, Asheville NC

New Pinecrest Inn Bed and Site

The Pinecrest Bed and Breakfast came to us desperate to see improvements on their organic placement on Google. Several years earlier, owner Stacy Shelly enjoyed first page placement for most of her primary key phrases in the competitive region of Asheville North Carolina. But, as her site aged and new developments were made in web viewing and web site design, she saw her site slip off page one.

Like so many of our clients, Stacy’s North Carolina Bed and Breakfast is a stunning Tudor-style home that has been maintained with love and dedication for over 100 years. So the first thing to make her site more appealing was to take some new photos of her property. She hired Christian Giannelli, one of our favorite photographers, to capture the beauty and elegance of her inn. We then used his photos and our skills to make Stacy a site that will allow her to climb back onto page one for her desired search terms. Stacy told us that after looking at about 100 bed and breakfast web sites online, she enjoyed the designs by Beth Logan the best.

Improvements in Google Search thus far:

• Bounce Rate down from 37% to 20%
• Average visit up from 2 minutes to 4 minutes
• Visits up 40% in first week!

Congratulations Stacy!

Bridgeford House, Eureka Springs AR

Bridgeford House Bed Breakfast New Web Site

The Bridgeford House came to us looking for a refresh of their aging site. Seeing the quality work we had done for others in the industry, as well as in their region, they trusted us to give them a site that would reflect the ambiance of their inn, as well as be a powerful online marketing tool.

Because we designed the web site for the Arkansas Bed and Breakfast Association, they knew what we were capable of, and felt confident making this investment with us.

We hope to continue working with the Eureka Springs Bed and Breakfast. Often after a site design we are able to help clients develop a logo which can be used for other marketing materials such as clothing, print materials or rack card design. Once you work with InsideOut on your web site or print materials, we are always here to support the product we created for you. In other words, no more logo fuss. The design isn’t just one pretty image to paste in the corner of your web site. We include multiple file types and alternate versions to suit various technical limitations and space requirements. After we do a logo design, we’re always available to help you, your vendors and publications with any technical problems related to your logo. It’s all part of our logo design service.

Please contact us today if you would like to get a quote for web site design, print or logo development.

Old design vs. new business card design for Lookout Point

Business card update for luxury inn
Lookout Point Lakeside Inn (Hot Springs, Arkansas) was nearly out of business cards. Before reprinting them, co-owner Kristie Rosset asked InsideOut to take a look at the card and see if it needed “freshening up.” The original card was easy-to-read, but it didn’t capture the sophistication of Lookout Point. After receiving our feedback, Kristie decided it was time for a redesign.

Making the card a keeper
The key to an elegant design is uncluttered space. To keep the card clean and clear, we did not cram it with text and photos. Instead, we used two of Kristie’s favorite images, one for the front and one for the back. To make it a “keeper”, the card also advertises Lookout Point’s 10% hybrid car driver discount. We incorporated this special offer into the design by making it an icon rather than another line of text on the back. To keep the branding consistent, the business card uses colors, photos and other visual elements common to their web site and postcards.

The result:
The design was approved very quickly and InsideOut took care of the print management to ensure fuss-free printing and delivery. The innkeeper and the assistant innkeeper received 1000 cards each within a week after approval. Lookout Point is very happy with the new design:

“I LOVE the new business card!” Â – Kristie Rosset

We are going to be launching one new site every day this week!

New web site for Arsenic & Old Lace B&B Eureka Springs AR

The first is an old and much beloved client, Arsenic and Old Lace, an Arkansas Bed and Breakfast in Eureka Springs.

Doug was ready for a refresh of his site; he has beautiful photos of his unique property and romantic Eureka Springs Wedding facility. We made the navigation simpler and easier to use, as well as changed some basic elements of his site for better Search Engine Optimization.

Doug & Beverly are now keeping an active blog on their site. The blog gives them a chance to keep visitors to the site abreast with current happenings and events at Arsenic & Old Lace as well as Eureka Springs in general.

Look forward to more beautiful new sites in this week; one every day!

If Jay Karen is going to be at your next conference I highly recommend you attend as he has so much great industry news to share. He has really ignited PAII with fresh ideas and leadership. He has been meeting with Trip Advisor on a regular basis to work with the issue that plague B&B’s on their site.

Photos from the conference

Going for a New Look

Innkeeper Cathy Kuykendall redecorated her beautiful Hot Springs, Arkansas inn, updating the look while retaining its historic Victorian beauty. It was an ideal time to have new photos taken and to update her marketing materials. Cathy wanted a cleaner branding that would emphasize the new photographs.

Starting with the Logo

Naturally, she wanted to start with her most important marketing tool: her web site. But first things first! She needed a new logo to establish the look and feel of all her subsequent marketing materials. InsideOut re-did her logo with a clean but traditional-looking font and a graphic based on the stained glass at the Inn. Starting with the logo made updating her web site, rack card and business card very quick and easy.

The result:

“Looking forward to receiving the cards. They are beautiful….” – Cathy

The web site has launched and Cathy is very happy with the result. InsideOut also oversaw the printing of 10,000 rack cards and 1,000 business cards each for Cathy and her manager, Julie. All materials have the same elegant yet simple look and feel.

Click here for a more detailed case study:

InsideOut clients are thinking green!

Put away that D.D.T. now
Give me

Spots on my apples
But leave me the birds and the bees
Please!
Don’t it always seem to go
That you don’t know what you’ve got
Till it’s gone
They paved paradise
And put up a parking lot.

- Joni Mitchell

Man, even Joni Mitchell was thinking green!

A couple months ago, we asked our clients: “What do you do for mother earth as a business owner?”

The response was overwhelming and wonderful! We learned that many of our clients are very eco-conscious.

Gathered here are some of the different efforts taken by our clients to stay green and keep the health of the earth on the forefront. This is just a small example of what these businesses and others around the nation are doing to think green and lessen our impact on this beautiful blue planet.

Salisbury House – Seattle, WA

• Soap and shampoo dispensers in showers save on packaging
• Food waste is composted
• The garden is pesticide-free
• Recycling facilities on property for guests to use.

Morgan Hill Retreat – Poulsbo, WA

• Use of fragrance-free and green cleaning products
• Produce their own eggs
• Their farm is pesticide-free. All food waste goes to farm animals or into compost which is then used in the gardens

Max Welding – Sequim, WA

• The company makes compost unit parts and bio diesel parts

Justin Trails Resort – Sparta, WI

• A certified green business by Travel Green Wisconsin.
• Native species landscaping
• Recycling
• Food waste is composted

Ramsey Canyon Inn – Hereford, AZ

• All gray shower water is used to water the orchard
• Shampoo, conditioner and shower gel dispensers in the showers save on waste
• Use local organic ingredients for breakfast, afternoon pie, and coffee service

Solglimt – Duluth, MN

• Use of low energy and LED lights throughout inn
• Environmentally friendly, phosphate free cleaning products
• Shampoo, conditioner and soap dispensers in showers to reduce waste
• Recycling program on property for guest use as well
• 100% cotton towels and sheets, reducing the use of petrochemicals
• Use Fair Trade coffee and tea
• 6″ thick wall insulation and 12-16″ thick attic insulation to reduce heating and cooling costs and energy expenditure
• Used recycled materials such as old sandstone street curbs and cobblestones in landscaping
• Gardens are pesticide-free and food grown at Solglimt is organically grown

Lookout Point Inn – Hot Springs, AR

• Insulation made with recycled newspaper particles
• Biodegradable detergents and cleansers are used
• Recycling baskets provided in all guest rooms
• Compact Florescent bulbs used throughout the inn
• Replanting to maintain topsoil and discourage erosion
• Linens no longer in use are given to staff or local charity

Wow! Isn’t that amazing?! We are so proud of our clients, and encourage everyone to pitch in and do their part for the earth and the next generation set to inherit this beautiful place.

One of our clients has been acknowledged for their contribution to the green movement. In an effort to be kinder and gentler to the environment, industries of every shape and size are beginning to clean up their act—and clean up the earth. The media is following the movement closely and publishing advances as they happen.

Lookout Point Inn

Lookout Point Inn, located in Hot Springs, Arkansas, was noted by Ben Abbott and Richard Morgan in the Forbes Traveler story “America’s Greenest Hotels 2008” as setting green trends for the hospitality industry in Arkansas. Lookout Point Inn is giving old towels and linens to charity, while letting staff take home half-used paper products instead of trashing them. Their detergents are biodegradable and all light bulbs have been replaced with compact florescent bulbs, just to start. You can explore the eco-friendly practices of Lookout Point Inn on their website.

Lookout Point also has an environmentally green discount guests can take advantage of for reducing their carbon footprint.

We are really proud of Lookout Point Inn and encourage everyone to do what they can, small or large, to contribute to the betterment of their community, and therefore society.

Key features to the site’s new design:

• Complete Cascading Style Sheets design
• Placement on Google maps can be done by address or Geo Code
• Web site works on mobile devices
• New pages highlight B&Bs that offer weddings
• First association to use our new “Target Market” feature

Take a look at the new web site by going to http://www.arkansasbedandbreakfast.com

The new web site will give members the ability to edit all the information about their property. This includes editing their own photos, post specials, area events and view statistics on total views to the properties page. Planned launch for the new web site is April 2008.

If your state or local association is looking to have its web site redeveloped, please contact us for a quote.