Lead Generation Strategy — The Overlook at Mount Mariah
Comprehensive Plan to Fill Summer 2026
Created: January 26, 2026
Goal: 10+ weddings booked for summer 2026
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Executive Summary
You have a stunning venue with zero bookings. This strategy covers every channel that will bring couples to your door:
| Channel | Timeline | Expected Leads/Month | Cost |
|---------|----------|---------------------|------|
| Meta Ads | Immediate | 50-100 | $1,500-2,000/mo |
| Google Ads | Week 2+ | 20-40 | $500-1,000/mo |
| Pinterest | Week 3+ | 15-30 | $300-500/mo |
| SEO/Content | Ongoing | 10-30 (organic) | Time only |
| Vendor Partnerships | Week 1+ | 5-15 | Free |
| Wedding Directories | Week 1 | 10-25 | $100-300/mo |
| Total | | 110-240 | $2,400-3,800/mo |
At 5% conversion rate: 5-12 bookings/month
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Part 1: Paid Advertising
Meta (Facebook/Instagram) Ads
Why it works: Couples are on Instagram dreaming about their wedding. You can target recently engaged people directly.
Strategy:
1. Lead Magnet Campaign — "Up North Wedding Checklist" (see META-ADS-PLAN.md)
2. Retargeting Campaign — Hit everyone who visited your website
3. Lookalike Campaign — Once you have 100+ leads
Budget Allocation:
- Lead magnet: $1,000/mo
- Retargeting: $300/mo
- Lookalike: $200/mo
Target Audiences:
- Recently engaged (3-12 months)
- Michigan + Ohio + Indiana + Illinois
- Ages 25-40, women
- Interests: weddings, rustic venues, outdoor weddings, Northern Michigan
Key Metrics to Track:
- Cost per lead (target: <$15)
- Lead-to-tour conversion rate
- Tour-to-booking conversion rate
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Google Ads
Why it works: People searching "Northern Michigan wedding venue" are ready to book.
Campaigns:
Campaign 1: Branded Search
- Keywords: "The Overlook Hubbard Lake," "Overlook Mount Mariah wedding"
- Budget: $100/mo (protect your brand)
Campaign 2: Non-Branded Venue Search
- Keywords:
- "northern michigan wedding venues"
- "hubbard lake wedding venue"
- "up north michigan weddings"
- "mountaintop wedding venue michigan"
- "outdoor wedding venues near me" (geo-targeted)
- "destination wedding michigan"
- Budget: $400-600/mo
- Bid strategy: Target CPA (start at $30)
Campaign 3: Competitor Conquesting
- Keywords: "churchill pointe wedding," "thunder bay resort wedding," "castle farms wedding"
- Budget: $200/mo
- Ad copy: "Looking for alternatives? Discover The Overlook..."
Landing Page Requirements:
- Fast loading (under 3 seconds)
- Clear CTA: "Book a Tour" or "Check Availability"
- Phone number visible
- Mobile optimized
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Pinterest Ads
Why it works: Pinterest is where brides plan. It's highly visual and intent is high.
Strategy:
- Promoted pins featuring your best sunset/venue shots
- Link to lead magnet or website
- Target: "Wedding planning" "Wedding venues" "Rustic wedding" interests
Budget: $300-500/mo to start
Content to Promote:
1. Sunset ceremony photos
2. Bridal suite champagne moment
3. Reception under the stars
4. "Planning an Up North wedding" infographic
5. Checklist download pin
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Part 2: Organic / SEO
Website SEO
Priority Keywords:
1. "Northern Michigan wedding venues" — High volume, competitive
2. "Hubbard Lake wedding venue" — Low competition, local
3. "Mountaintop wedding venue Michigan" — Unique differentiator
4. "Up North wedding venue" — Casual search term
5. "Destination wedding Northern Michigan" — Long-tail
On-Page Optimization:
- Title tag: "The Overlook at Mount Mariah | Mountaintop Wedding Venue on Hubbard Lake"
- Meta description: "Say 'I do' on a private mountaintop overlooking Hubbard Lake. Stunning sunsets, exclusive property, unforgettable moments. Book your tour today."
- H1: "Your Mountaintop Wedding Overlooking Hubbard Lake"
- Image alt tags: Describe scenes ("sunset ceremony at mountaintop wedding venue")
Content to Create:
1. "10 Reasons to Have an Up North Wedding" (blog post)
2. "Northern Michigan Wedding Venue Guide" (pillar content)
3. "Real Weddings at The Overlook" (once you have them)
4. "Best Time of Year for Michigan Outdoor Weddings" (seasonal content)
5. "Guest Accommodation Guide: Hubbard Lake Area" (helpful resource)
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Social Media Content Calendar
Instagram (Primary):
Post 4-5x per week
| Day | Content Type | Example |
|-----|--------------|---------|
| Monday | Venue shot | Grand Lawn at golden hour |
| Wednesday | Tip/Value | "3 questions to ask every venue" |
| Friday | Testimonial/Love | Couple quote + photo |
| Saturday | Behind scenes | Prep for a wedding, sunset |
| Sunday | Dreamy/Aspirational | Sunset reel with romantic music |
Reels Strategy:
- 3 reels/week minimum
- Trending audio + venue shots
- "POV: Your wedding day at The Overlook"
- Sunset timelapses
- Tour walkthroughs
Hashtags:
#MichiganWedding #NorthernMichiganWedding #UpNorthWedding #MichiganBride
#OutdoorWedding #RusticWedding #WeddingVenue #SunsetWedding
#HubbardLake #PureMichigan #DestinationWedding #2026Wedding
Facebook:
- Cross-post from Instagram
- Join Michigan wedding groups (not to spam — to be helpful)
- Encourage reviews from guests/vendors
Pinterest:
- Pin every photo (properly tagged)
- Create boards: "Mountaintop Weddings" "Northern Michigan Weddings" "Sunset Ceremonies"
- Pin your blog content
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TikTok (Optional but High-Impact)
Why: Wedding TikTok is massive. A viral video = hundreds of leads.
Content Ideas:
- "The most underrated wedding venue in Michigan"
- "Wait for the sunset..."
- "Michigan couples are sleeping on this"
- POV wedding day videos
- Transformation: empty venue → wedding setup → wedding night
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Part 3: Wedding Directories
Must-Have Listings
The Knot
- Cost: $100-200/mo for featured listing
- Claim your free listing immediately
- Upload 20+ photos, complete all fields
- Get reviews ASAP
WeddingWire
- Same as The Knot (owned by same company)
- Listing syncs across both
Zola
- Growing platform, younger audience
- Free listings available
Here Comes The Guide (Michigan)
- Regional directory, strong local presence
- Worth the investment
Michigan Wedding Vendors (Facebook Group)
- Free to join, active community
- Post open house announcements
Google Business Profile
- FREE and essential
- Make sure you're claiming "The Overlook at Mount Mariah"
- Upload photos weekly
- Respond to reviews
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Part 4: Vendor Partnerships
Why This Works
Photographers, florists, caterers, and DJs already talk to engaged couples. If they recommend you, that's a warm lead with built-in trust.
Target Vendors
Photographers (Highest Priority)
- They need beautiful backdrops
- Offer: Free styled shoot at your venue
- Ask: Refer couples who need a venue
Caterers
- You need them, they need you
- Offer: Preferred vendor status (no exclusive lock-in)
- Ask: Mention The Overlook to couples they work with
Wedding Planners
- They're the gatekeepers
- Offer: $200-500 referral bonus per booking
- Ask: Include you in their venue recommendations
Florists & DJs
- Secondary but valuable
- Offer: Cross-promotion on social media
- Ask: Word-of-mouth referrals
Partnership Outreach Sequence
Email Template:
Subject: Partnership opportunity — The Overlook at Mount Mariah
Hi [NAME],
I'm Jeff from The Overlook at Mount Mariah, a new wedding venue on Hubbard Lake.
I've been following your work and love what you do — your [specific compliment about their work].
I'm reaching out because I'm building a network of preferred vendors for our couples. The Overlook is a private mountaintop property with stunning lake views — the kind of place that makes for incredible photos.
Would you be open to a quick call to explore how we might work together? I'm thinking:
• Featured listing on our vendor recommendation page
• Cross-promotion on social media
• Potential styled shoot collaboration
Let me know if you're interested!
Best,
Jeff Schell
The Overlook at Mount Mariah
(734) 540-2095
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Part 5: Events & Open Houses
Monthly Open House
Why: Gets couples on-site. Once they see the sunset, they're sold.
Format:
- 1st Saturday of each month, 4-7 PM
- Catch the sunset
- Light refreshments
- Casual, no-pressure tours
- Collect contact info from everyone
Promotion:
- Facebook Event (boost with $50)
- Instagram Stories
- Email to lead list
- Wedding group posts
Styled Shoots
Why: Creates professional content AND builds vendor relationships.
How:
1. Partner with photographer, florist, caterer
2. Set up a mock wedding
3. Everyone gets portfolio content
4. You get stunning photos for ads/website
Frequency: Quarterly
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Part 6: Email Marketing
Lead Nurture Sequence
Every lead who downloads the checklist or inquires:
| Day | Email | Content |
|-----|-------|---------|
| 0 | Welcome | Checklist + intro to Overlook |
| 2 | Value | "What couples love about us" |
| 5 | Testimonial | Real couple story |
| 10 | Urgency | "Summer dates filling fast" |
| 20 | Check-in | "Still looking for a venue?" |
| 30 | Final | "Whenever you're ready" |
Monthly Newsletter
- Send to all leads (opted-in)
- Content: New photos, recent weddings, date availability, tips
- CTA: Book a tour
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Part 7: Referral Program
For Booked Couples
- "Refer a friend, get $200 off your final balance"
- Easy to share: unique referral link or code
For Vendors
- $300 referral bonus for any booking that comes from their recommendation
- Paid after the wedding is completed
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Implementation Timeline
Week 1 (Immediate)
- [ ] Claim Google Business Profile
- [ ] List on The Knot + WeddingWire (free)
- [ ] Set up lead magnet funnel
- [ ] Launch Meta ads (testing phase)
- [ ] Email 10 photographers about partnerships
Week 2
- [ ] Start Google Ads (branded + non-branded)
- [ ] Post daily on Instagram
- [ ] Email 10 more vendors
- [ ] Schedule first open house
Week 3
- [ ] Launch Pinterest ads
- [ ] Publish first blog post
- [ ] Follow up with vendor partners
- [ ] Review ad performance, optimize
Week 4
- [ ] Analyze first month data
- [ ] Scale winning channels
- [ ] Pause underperforming ads
- [ ] Plan styled shoot
Ongoing
- Daily: Social posts, lead follow-up
- Weekly: Ad optimization, vendor outreach
- Monthly: Open house, email newsletter, content creation
- Quarterly: Styled shoot, strategy review
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Budget Summary
Monthly Budget (Recommended)
| Channel | Budget |
|---------|--------|
| Meta Ads | $1,500 |
| Google Ads | $700 |
| Pinterest Ads | $400 |
| The Knot/WeddingWire | $200 |
| Open House (refreshments, boost) | $150 |
| Total | $2,950/mo |
ROI Calculation
- Expected leads: 150/month
- Tours booked (30%): 45
- Weddings booked (20% of tours): 9
- Revenue per wedding: $6,000 average
- Monthly revenue: $54,000
- ROI: 18x
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Key Success Metrics
Track weekly:
1. Leads generated (by source)
2. Cost per lead (by source)
3. Tour bookings
4. Wedding bookings
5. Revenue
Track monthly:
1. Website traffic + sources
2. Social media growth
3. Email list size
4. Vendor partnership pipeline
5. Review/testimonial count
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Final Notes
The real goal: Get couples on-site. Once they see the sunset over Hubbard Lake, the venue sells itself.
Everything in this strategy is designed to:
1. Get them to notice you (ads, SEO, social)
2. Get them to trust you (testimonials, reviews, content)
3. Get them to visit (tours, open houses)
4. Get them to book (follow-up, urgency)
Execute consistently. Track everything. Adjust based on data.
Summer 2026 will be booked.