EXTERNAL MARKETING PLAN CASE STUDY
Legacy Meets Digital: Grand Western Tour's Social Media Success
From overwhelmed to social media superstars: How a 48-year-old tour company achieved 2,500% growth and reached a new generation without losing their authentic voice
Mary and Scott have been the heart and soul of Grand Western Tour since they took over this beloved educational travel program. For nearly five decades, this organization has been creating transformative experiences for students — the kind that turn into lifelong friendships and cherished memories. Their summer tours are legendary, their reputation is stellar, and their impact on young lives is undeniable.
But here's the thing about running a business that's been around since 1976: it can be difficult to make sure you’re connecting the deep value of these past experiences with a new generation.
The Grand Western Tour knew they needed to connect with a new generation of students and parents, but social media felt like trying to manage an uphill battle while they dealt with all the increasingly important logistics and communications associated with creating this stellar experience. They were posting sporadically, unsure if their content was hitting the mark, and honestly? The whole thing was taking time away from what they do best; creating incredible experiences for their students.
The Challenge
Staying relevant and reaching new generations while honoring 48 years of authentic, relationship-driven programming
The Grand Western Tour faced the classic challenge of a well-established organization in a digital world: How do you maintain your authentic voice while adapting to platforms that seem to change daily?
They needed to capture their continued growth, communicate effectively to a wide audience spanning multiple generations, and ensure they were making the most of their social media presence, all while staying true to the legacy and values that had sustained them for decades.
The bigger challenge?
They simply didn't have the bandwidth to figure it out while running their intensive summer programs.
Why Grand Western Tour Chose Aligned
A partner who could honor their legacy while helping them speak to the next generation
The Grand Western Tour didn't need someone to reinvent their brand … they needed someone who could translate their existing magic into the digital world. They chose Aligned Marketing because we demonstrated a deep understanding of their values-driven approach and showed genuine enthusiasm for their mission. Rather than pushing a one-size-fits-all social media strategy, we took the time to understand their unique voice, their audience, and their goals. Most importantly, we promised to take social media completely off their plate, allowing the owners to focus on what they do best while we handled the digital storytelling.
The Process
Part One: Deep Brand Discovery & Voice Development
We started with intensive discovery sessions to understand not just what Grand Western Tour does, but who they are. Through detailed conversations about their values, audience, and goals, we developed a comprehensive brand voice guide that would ensure every piece of content felt authentically "them"—even when created by our team. This foundation became the blueprint for everything that followed.
Part Two: Complete Content Strategy & Creation
With their voice locked in, we took over content creation entirely. Using their existing photos, videos, and stories, we began crafting posts that captured the heart of their program. We developed a content calendar that balanced student spotlights, behind-the-scenes moments, educational content, and enrollment messaging—all designed to resonate with both current families and prospective participants.
Part Three: Platform Optimization & Live Field Content
We didn't just post and pray. We optimized their profiles across all platforms, updated bios and highlights, and implemented a system for sharing live content from the field during their summer programs. This real-time storytelling allowed families to follow along with the adventure and gave prospective students an authentic taste of the Grand Western Tour experience.
Part Four: Consistent Testing & Community Engagement
Social media isn't a "set it and forget it" operation, so we continuously tested content types, posting times, and engagement strategies. We actively engaged with their community, responded to comments and messages, and built genuine connections with students, parents, and alumni. This wasn't just broadcasting; it was relationship building at scale.
The Results
Since beginning our partnership in March, Grand Western Tour has seen remarkable growth across all platforms; the kind of results that don't happen overnight but build through consistent, authentic engagement.
Their Facebook content interactions increased by 787.1%, with visits up 437.6% and followers growing by 520%. Instagram saw even more dramatic growth, with a 713.8% increase in visits and an incredible 2,500% increase in followers. Even their new TikTok account gained 175 followers with 3,716 likes, and LinkedIn saw steady growth despite minimal posting.
But here's what we love most about these numbers: they represent real people discovering the Grand Western Tour's mission. Behind every percentage increase are families learning about their programs, students getting excited about potential adventures, and alumni reconnecting with fond memories.
It's worth noting that viral growth and dramatic social media results aren't guaranteed - the digital landscape is incredibly competitive and changes constantly. These steady, sustainable results came from paying close attention to the Grand Western Tour's authentic brand message and consistently engaging with their audience. No shortcuts, no gimmicks - just good storytelling and genuine connection.
Strategic content planning that honors their legacy while speaking to today's families.
Real-time storytelling that brings families along for the adventure and showcases authentic student experiences.
Growth metrics showing 787% increase in Facebook interactions and 2,500% increase in Instagram followers.
Mary and Scott, Co-Directors, the Grand Western Tour