Manteo, NC - Marketing Plan

Located on beautiful Roanoke Island and tucked between the shimmering Croatan and Roanoke Sounds, The Town of Manteo, North Carolina is a gem waiting to be discovered – and rediscovered. With its rich history, vibrant local culture, and breathtaking natural landscapes, Manteo offers a unique blend of attractions that beckon visitors from all walks of life. Our efforts have been crafted to shine a spotlight on all that Manteo has to offer, fostering a deep connection between the town and its visitors and encouraging a flourishing local economy.

Our campaign, "Meet Me in Manteo," is designed to unfold the town's story through the eyes of those who know it best—its local artisans, historians, and business owners. We believe this initiative will not only enhance brand recognition but also build community buy-in and promote Manteo’s distinct offerings.

Executive Summary

The Manteo Main Street Marketing Plan for Fiscal Year 2024-2025 is designed to strategically promote Manteo, North Carolina, as a premier destination that offers a rich blend of historic significance, charming built infrastructure, active leisure activities, and stunning natural landscapes.

This plan outlines a comprehensive approach to attract a diverse audience, ranging from weekend explorers to cultural enthusiasts and family groups, all drawn to explore the unique experiences Manteo has to offer.

Our primary objectives are to enhance the visibility of our local business community and strengthen Manteo’s brand as a vibrant travel option. We aim to achieve thoughtful growth in visitor engagement, significant social media impact, and a broad reach for both digital and traditional marketing campaigns.

The strategy integrates a mix of digital and traditional media, creative content development , and robust partnerships with local stakeholders.

With the implementation of this plan, we expect to enhance the overall economic health of Manteo by increasing visitor spending at local businesses, as well as improving the town’s profile as a destination. Through continuous monitoring and adaptive strategies, we plan to sustain thoughtful growth and adapt to changing market conditions.

This plan sets forth a dynamic framework designed to showcase Manteo’s rich heritage and welcoming community, ensuring that each visitor’s experience contributes to a lasting relationship with the town and encourages repeat visits.

KEY COMPONENTS

DIGITAL AND SOCIAL MEDIA CAMPAIGNS

Leverage platforms like Instagram, Facebook, and YouTube to engage a variety of demographics, complemented by targeted Google AdWords campaigns and SEO to capture interested travelers.

CONTENT MARKETING

Utilize storytelling through visual content, website development, and live events that highlight Manteo’s attractions, from its historic downtown to the scenic waterfronts and cultural festivals.

PARTNERSHIPS

Develop symbiotic partnerships with local businesses, cultural institutions, and accommodation providers to offer comprehensive visitor experiences and promote community-based tourism.

Our Ideal Visitor

Identifying Manteo, NC’s ideal visitor is a foundational aspect of the Town of Manteo Main Street Marketing Plan. By carefully defining the characteristics, habits, and demographics of our target audience, we aim to craft a tailored and easily-accessible experience that resonates deeply with their preferences.

Understanding our ideal visitor allows us to strategically design campaigns, messaging, and amenities that not only attract our target audience, but genuinely engage and fulfill their expectations. This deliberate approach ensures that every aspect of the Town of Manteo’s appeal is curated to foster a strong connection, creating lasting impressions and transforming our visitors into passionate advocates for Manteo, NC.

As we develop marketing strategy for Manteo, we will find success in linking our brand goals with our ideal visitors. By deliberately tailoring our marketing approach to reflect the core essence of our brand strategy, as well as our ideal visitor, we create a connection that feels genuine and offer a personal invitation to enjoy Manteo’s distinct charm and unique Outer Banks experience.

We’ve identified four visitor personas that embody the diverse interests and characteristics of those most likely to visit Manteo.

Each persona reflects a different aspect of Manteo’s appeal allowing us to customize our marketing strategies and speak directly to these specific groups, ensuring our message not only reaches, but resonates with the right audience.

01.

WATERFRONT WANDERERS

Travel intenders interested in experiencing a walkable, charming small town.

Demographics

Adults aged 25-65+, often couples or groups of friends, from within a 3-5 hour driving distance, looking for short, relaxing getaways.

Behaviors

They prefer leisurely activities such as strolling along the waterfront, dining at local seafood restaurants, and browsing boutiques. They are likely to appreciate farmer’s and artisan markets, live music, leisurely recreational activities, such as kayaking, waterfront & outdoor dining opportunities, and captained boat tours (sunset, wildlife spotting, etc.). These visitors are likely to be drawn to social and communal spaces where they can enjoy food and drinks and socialize in a relaxed atmosphere.

These visitors are drawn to the serene beauty of a waterfront setting and the charm of a walkable small town. They value relaxation, scenic beauty, and the opportunity to escape the hustle of everyday life. Moderate weather may also be an influencing factor, especially during the shoulder seasons.

Marketing Focus

Highlight Manteo’s scenic waterfront, stress the compact and charming nature of the town, and showcase relaxing outdoor dining and unique shopping opportunities. Promote the newly established social district and showcase the range of Manteo’s participating businesses. Emphasize the Town’s ease of access and the calming effect of a waterfront getaway.

02.

OFF-THE-BEACH BUMS

Visitors who are primarily planning a trip to the Outer Banks beaches, but have made Manteo a part of their itinerary.

Demographics

Families and groups of all ages, especially those from regions close to NC and VA, or those visiting the Outer Banks.

Behaviors

Likely to engage in day trips to Manteo from nearby OBX beaches looking for activities that can be enjoyed in a half-day or full-day visit, such as visiting the aquarium, shopping, or exploring Fort Raleigh.

Marketing Focus

Position Manteo as a perfect, quick getaway from the beach that offers enriching cultural experiences, unique shopping, and dining options. Promote Manteo as a refreshing break from the sun and sand.

These visitors prioritize beach activities but are interested in exploring local culture and attractions beyond the sand. They seek convenience and supplementary activities to enhance their beach vacation. Weather may also be a factor for these visitors, as they may prioritize visits on days with less “beachy” weather, such as rain, wind, or cloud cover.

03.

FAMILY FUN FINDERS

Families seeking engaging, educational, and enjoyable experiences for all age groups.

Demographics

Families with children, typically parents aged 30-50 or multigenerational families, from the surrounding states looking for childfriendly vacation spots.

Behaviors

Interested in attractions like aquariums, interactive programming, wildlife tours, and parks. Prefer family-friendly restaurants and accommodations. Value package deals and itineraries that cater to both adult and child interests.

Marketing Focus

Emphasize family-oriented attractions such as the North Carolina Aquarium, Roanoke Island Festival Park, and Fort Raleigh/ the Lost Colony. Highlight ease of access, a variety of dining options, and accommodations that cater to family needs. Showcase testimonials from other families and create family-friendly itineraries and event calendars.

Range of activities, educational value, and fun are key considerations. These visitors look for activities that can entertain various age groups and create lasting family memories.

04. ARTS, CULTURE, AND HISTORY ENTHUSIASTS

Visitors with a deep appreciation for the arts, culture, and local history, often drawn to Manteo by its intriguing place in American history and accompanying storytelling opportunities (tours, performances, etc.)

Demographics

Typically older adults, aged 40+, including retirees and history buffs, often visiting as couples or groups of friends.

Behaviors

Spend time visiting museums, historical sites, and art galleries. Likely to attend lectures, guided tours, and historical reenactments. Prefer to stay in boutique hotels or B&Bs that reflect the local character.

Marketing Focus

Promote Manteo’s historical and cultural sites like Fort Raleigh National Historic Site & the Lost Colony, the historic downtown & waterfront, and Dare Arts. Highlight cultural events such as theater productions and live music. Offer detailed itineraries and guides that explore Manteo's rich history and arts scene.

These visitors have a strong interest in the cultural heritage and historical depth of their destinations. They seek educational experiences and a deep dive into local arts and history.

Visitor Data

According to a study by Enterprise Rent-A-Car, 57% of people surveyed indicated that they would be willing to drive up to 300 miles (approximately 5 hours) oneway for a weekend trip.

*https://www.travelpulse.com/news/car-rail/enterprise-study-americans-prefershorter-weekend-road-trips-to-long-vacations

A detailed analysis was conducted to identify our ideal visitor with Manteo’s target markets, utilizing a map based on a 5-hour drive radius to pinpoint communities with interests aligning with Manteo’s attractions.

The analysis used ESRI’s Business Analyst behavioral data and their Mean Participation Index (MPI), focusing on activities with an MPI above 100, indicating higher engagement than the national average. We’ve identified communities most likely to appreciate Manteo’s recreational, cultural and natural offerings and therefore most likely from which to draw visitors. *Region includes NC, VA, WV, MD, DC

Additionally, we used insights from Replica to identify drive markets and targeted metro areas, as well as refine identified visitor habits.

Visitor Data

WATERFRONT WANDERERS

This data shows where a higher concentration of people aged 25 - 65 live within a 5-hour drive time radius and are more likely than the average American in the past year to:

• Go boating - Kayaking, Canoeing and Powerboating

• Prefer to Shop Local

• Feel that Dining Out is About the Experience

• Purchase a Concert Ticket online

RESULTS (in no particular order)

Sandy Point, MD: 22577

Midland, VA: 22728

Richmond, VA: 23221

Norfolk, VA: 23507, 23517

Carrboro, NC: 27510

Raleigh, NC: 27605

Durham, NC: 27709

TOP CITIES

Durham, NC

Raleigh, NC Carrboro, NC

Norfolk, VA Richmond, VA Salisbury, MD Midland, VA

OFF-THE-BEACH BUMS

This data shows where people live within a 5-hour drive time radius who are more likely than the average American in the past year to:

• Visit the Beach

• Prefer to Shop Local

• Visit the Aquarium

• Feel that Dining is Out About the Experience

• Saltwater Fish

RESULTS (in no particular order)

Bealeton, VA: 22712

Portsmouth, VA: 23703

TOP CITIES

Norfolk, VA

Bealeton, VA

FAMILY FUN FINDERS

This data shows where people live within a 5-hour drive time radius who are more likely than the average American in the past year to:

• Be Families

• Go to Aquariums

• Visit the Beach

• Go to a Museum

• Do Lots of Activities

RESULTS (in no particular order)

Fort Belvoir: 22060

Virginia Beach, VA: 23459, 23461

Norfolk, VA: 23511, 23551

Fort Eustis, VA: 23604

Hampton, VA: 23665

Fort Lee, VA: 23801

Fort Bragg, NC: 28310

Camp Lejeune, NC: 28542, 28547

Tarawa Terrace, NC: 28543

McCutcheon Field, NC: 28545

TOP CITIES

NW Fayetteville, NC

S Jacksonville, NC

NE Norfolk, VA

E Virginia Beach, VA

Newport News, VA

ARTS, CULTURE, AND HISTORY ENTHUSIASTS

This data shows where a higher concentration of people aged 40+ who live within a 5-hour drive time radius and are more likely than the average American in the past year to:

• Watch the History Channel

• Visit an Art Gallery

• Visit a Museum

• Prefer to Shop Local

• Attend Live Theatre

RESULTS (in no particular order)

Trappe, MD: 21673

Gloucester Point, VA: 23062

Stonewall, NC: 28583

TOP CITIES

Trappe, MD

Gloucester Point, VA

Stonewall, NC

Travel Trends & Research

01. Outdoor & Adventure Travel

Interest in outdoor and adventure activities continues to grow exponentially. This trend will attract visitors to Manteo, lured by the Alligator River Wildlife Refuge, boating & paddling in the Croatan & Roanoke Sounds, sport fishing opportunities both on and offshore, and the proximity of NC’s Outer Banks.

https://www.americanexpress.com/en-us/travel/ discover/get-inspired/global-travel-trends

02. Shoulder Season Travel

With the rising popularity of traveling in the shoulder seasons—times outside the peak travel periods—Manteo can attract tourists looking for a quieter, perhaps more affordable, vacation experience. Promoting the area's attractions during these times can help distribute tourism more evenly throughout the year.

https://www.americanexpress.com/en-us/travel/ discover/get-inspired/global-travel-trends

03. Micro-cations

Shorter vacations or weekend getaways are gaining popularity. Manteo can benefit by highlighting quick, local attractions and experiences that fit into two to three-day itineraries, making it an ideal destination for a brief, refreshing break.

https://www.prnewswire.com/news-releases/the-rise-ofthe-micro-cation-more-than-half-of-americans-opt-forvacations-shorter-than-four-days-300860053.html

Travel Trends & Research

04. Cultural & Historical Experiences

As travelers increasingly seek authentic experiences, Manteo’s rich history will continue to be a significant draw. Enhancing the storytelling around historical sites like Fort Raleigh National Historic Site, the Pea Island Cook House Museum, and Island Farm could engage visitors looking for depth in their travel experiences.

https://www.mytravelresearch.com/culture-and-heritagetourism-boosts-visitor-economy/

05. Set-Jetting

Another travel trend that could be beneficial for Manteo, NC, is the growing interest in visiting locations that have been featured in movies or TV shows. This trend, often referred to as "setjetting," involves travelers seeking out destinations they've seen on screen to experience those places firsthand. In this case, Manteo can piggyback off of the popularity of shows such as Outer Banks and the Nicholas Sparks movies.

https://www.expedia.com/magazine/travel-trends-unpack-24/set-jetting-forecast/

Key Messaging

Meet Me in Manteo

This message invites potential visitors with a warm, personal touch, suggesting Manteo as a meeting place not just for tourists but for friends and family looking to gather in a charming, picturesque setting. It emphasizes the town's welcoming community and scenic beauty, ideal for creating memorable experiences together. This approach leverages the small-town vibe of Manteo, making it a destination for those looking to enjoy leisurely exploration and shared moments.

A Different Outer Banks Experience

Manteo offers a unique contrast to the typical beach-centric (and cardependent) vacation experience associated with North Carolina’s Outer Banks – a fully walkable downtown experience not found elsewhere in the region. Additionally, this message highlights the distinctive historical and cultural attractions available in Manteo—like the Elizabethan Gardens, the Lost Colony drama, and the maritime history encapsulated at the Roanoke Island Festival Park. It sets Manteo apart as an enriching alternative or complementary stop for visitors who want more than the sun and sand typically associated with the Outer Banks.

Not Just a Place to Visit, A Place to Belong

This message emphasizes the intimate, welcoming nature of Manteo, highlighting its compact size and the ease with which visitors can become familiar with its community and local culture. It suggests that Manteo isn’t just a destination to pass through but a place where visitors can feel an integral part of the local fabric, almost like a second home. By underscoring the town's small scale and the knowability of its streets and stories, this tagline appeals to those seeking a travel experience where they can deeply connect and engage with the place and its people, finding a sense of belonging that extends beyond a simple visit.

Land of Beginnings

This message captures Manteo’s unique ability to blend its rich historical heritage with a lively contemporary culture. It emphasizes how the town’s deep roots, exemplified by historic sites such as the Lost Colony, Fort Raleigh National Historic Site, and the Roanoke Island Festival Park, coexist with modern attractions and events, inviting visitors to explore how the historical narratives of Manteo enrich its present-day vibrancy.

Content Framework

Building effective marketing content, whether for Manteo Main Street’s social media channels or other paid advertising opportunities, can be simplified by using this straightforward framework. Many of these elements have been previously identified in the Town of Manteo Brand Strategy and are foundational to Meet Me in Manteo brand.

By choosing one element from each, Manteo Main Street can proactively create content with a clear, strong message that speaks directly to your intended audience. This Framework should also help guide future content development decisions.

CHOOSE ONE OF EACH:

Brand Pillars

F History & Heritage

F The Great Outdoors

F Music, Arts, and Culture

F Scenic, Walkable Downtown & Waterfront

Key Message

F Meet Me in Manteo

F A Different Outer Banks Experience

F Not Just a Place to Visit, A Place to Belong

F Land of Beginnings

Brand Goals

F Establish a Distinct Sense of Place

F Preserve History & Embrace Innovation

F Highlight Manteo’s Natural Beauty & Charming Built Environment

F Foster Community & Unity

Audience

F Waterfront Wanderers

F Off-the-Beach Bums

F Family Fun Finders

F Arts, Culture, and History Enthusiasts

Post Content Example:

PILLAR : MESSAGE : GOAL : AUDIENCE :

Music, Arts, and Culture

Meet Me in Manteo

Foster Community & Unity

Waterfront Wanderers; Arts, Culture, and History Enthusiasts

Got any plans October 16-19th? #MeetmeinManteo Grab your tickets for the 13th Annual BlueGrass Island Music Festival and join us for some truly incredible music performed against the spectacular backdrop of the Roanoke Sound.

We may be biased, but we’re pretty sure Festival Island Park is the prettiest music venue on the East Coast (ok, we’re definitely biased!). October is one of the best months to visit Manteo and Roanoke Island (IYKYK) and this year’s lineup is . Click the link in our profile for tickets.

Meet Me in Manteo

CREATIVE CAMPAIGN PLAN

Campaign/ Brand Launch May 2024 - June 2025

This is a long-running campaign, designed to be cost-effective as well as an anchor campaign for the newly developed Meet Me in Manteo brand. Ideally, this campaign will have a year-long run, cycling through local business leaders, performers, artisans, historians, and other familiar faces.

Message

Discover the charm of Manteo through its unique attractions, from vibrant local businesses to rich historical experiences. Each visit offers a new story and a chance to create lasting memories.

Sample Content Recommendation

Create a series of short, engaging video and photo vignettes that highlight the best of Manteo. These vignettes will serve as personal invitations from the residents of Manteo, giving a face to the places and experiences the town offers. Please note, the following vignettes are only suggestions for potential content. Careful thought should be given to which businesses are featured and the timeline for releasing vignettes.

Meet Me in Manteo…for your next favorite book. Downtown Books

Vignette: A cozy tour of Downtown Books, highlighting staff recommendations, reading nooks, and the joy of finding that perfect read.

Meet Me in Manteo…for a great cup of coffee. Charis Coffee Company

Vignette: Inside Charis Coffee Company, showcasing their coffee-making process, customer favorites, and the warm, welcoming atmosphere.

Meet Me in Manteo…for adventure on the fly. OBX on the Fly

Vignette: An action-packed fly fishing adventure, focusing on the thrill of the catch and the camaraderie of a day spent on the water.

Meet Me in Manteo…for a night to remember. The Lost Colony Theatre

Vignette: An exclusive peek behind the curtains at The Lost Colony Theatre, including rehearsal snippets, interviews with the cast and crew, and highlights of the magical performances that capture the spirit of Manteo.

Meet Me in Manteo…for Bluegrass Island!

Bluegrass Island Music Festival

Vignette: Behind-the-scenes look at the Bluegrass Island Music Festival, featuring interviews with musicians, scenes of live performances, and the vibrant festival atmosphere that brings together fans from around the region.

Implementation Strategy

Primarily a digital campaign, the #MeetMeInManteo vignettes can be either photo or video and are a cost-effective promotional tool that will accomplish several goals:

F Promote the Main Street businesses in the Town of Manteo, increasing visitation and encouraging visitors to spend money locally.

F Advertise seasonal attractions and events.

F Partner with Main Street businesses with established social media followings to help build a social media presence and increase engagement.

Utilize Facebook and Instagram to share vignettes. Tailor content format to each platform, such as shorter clips for Instagram and more detailed posts for Facebook. Consider partnering with individual business owners for paid social media advertising to boost effectiveness and minimize cost.

All vignettes should also be posted to MeetMeinManteo.com as a permanent home. Consider pairing the vignettes with itineraries, promotions, events, and/or email newsletters to boost visitation rates and local business visibility.

The Meet Me in Manteo campaign is designed to reflect Manteo’s friendly and welcoming spirit; however care should be taken to prevent the creative from becoming overly trite. Working with professional copywriters, photographers, and videographers will make sure that all content created is fresh and eye-catching to visitors.

Monitoring & Feedback

F ANALYTICS TRACKING

Use social media and website analytics to monitor engagement rates, video views, click-through rates, and demographic information of the viewers. This data will help refine ongoing strategies.

F SURVEY COLLECTION

Periodically survey visitors and local businesses to gather feedback on the campaign's impact and identify areas for improvement.

F DIGITAL FEEDBACK

Encourage viewers to comment on videos and share their own experiences using a custom hashtag, providing valuable testimonials and user-generated content.

FUNDS ALLOCATION

Set aside funds for photo & video production, as well as paid digital and traditional advertising.

Contingencies,

2024-2025 Media Plan

20%

Production (photography, videos, web content)

Budget Allocation

Media (Print, Radio, Outdoor)

Implementation Considerations

Integration

Messages across all media platforms should be consistent and complementary, reinforcing the established brand strategy and with clear calls to action.

Local Focus

Prioritize local and regional media outlets to enhance community involvement and support local journalism. Digital targeting should target the identified 5-hour drive radius, with an especial focus on metro areas.

Return on Investment

Evaluate the cost-effectiveness of traditional vs. digital media spend, making adjustments based on response rates and overall campaign performance.

Geographic Focus

Based on prior Ideal Visitor and Visitor Data research, the following areas would be receptive to a Meet Me in Manteo campaign.

Norfolk, Virginia

Virginia Beach, Virginia

Raleigh, NC

Durham, NC

Destination Promotion Partnerships

PARTNERSHIP GOALS

Engage local and Main Street businesses in joint marketing efforts to create unified brand messaging and leverage each other's customer bases.

IMPLEMENTATION

Develop co-branded campaigns, including special offers (e.g., discounts, bundled promotions) that can be promoted across all partner platforms. Regularly feature businesses in digital content, driving traffic to their sites and physical locations.

BENEFIT

Increases visibility for all involved, promotes a strong local economy, and enhances the overall appeal of Manteo as a community-focused destination.

CULTURAL AND HISTORICAL SITES

LOCAL BUSINESS COMMUNITY/MANTEO MAIN STREET ACCOMMODATION

PARTNERSHIP GOALS

Highlight Manteo's rich history and culture by partnering with sites like the Roanoke Island Festival Park, The Lost Colony, and the North Carolina Maritime Museum.

IMPLEMENTATION

Feature these sites in the marketing content, create events and promotions that include free or discounted admissions, and develop educational content that can be shared across media channels.

BENEFIT

Draws visitors interested in cultural tourism, educates the public, and strengthens Manteo's identity as a historical destination.

PARTNERSHIP GOALS

Work with local hotels, B&Bs, and rental services to create stay-and-play packages.

IMPLEMENTATION

Develop bundled promotions that include accommodations and tickets to local attractions or special events. Advertise these packages through all partners' booking channels.

BENEFIT

Encourages longer stays, increases occupancy rates during shoulder seasons, and provides comprehensive travel solutions for visitors.

EVENT AND FESTIVAL ORGANIZERS MEDIA PARTNERS

PARTNERSHIP GOALS

Integrate with major local events like the Bluegrass Island Music Festival and Dare Days Festival to promote Manteo as an event destination.

IMPLEMENTATION

Co-market with these events in advertising materials and through digital channels. Offer logistical support to enhance event execution.

BENEFIT

Attracts event-goers who may extend their stay to explore more of what Manteo has to offer.

PARTNERSHIP GOALS

Forge relationships with local, regional, and possibly national media to secure coverage for Manteo's attractions and events.

IMPLEMENTATION

Prepare press kits, host press events, and maintain ongoing communication with media representatives to facilitate positive and extensive coverage.

BENEFIT

Increases exposure and credibility through third-party validation, reaching broader audiences efficiently.

This Manteo, NC Marketing Plan draws from insights and information provided by the Town of Manteo. Their collaborative input has been instrumental in shaping our strategies to promote Manteo's distinctive charm and appeal.

dbdplanning.com (828) 386-1866

dbdplanning.com (828) 386-1866