McDowell County - Marketing Strategy Refresh

EXECUTIVE SUMMARY

This strategy brief aims to position Destination McDowell as a premier outdoor and cultural destination in Western North Carolina and the broader Southeastern region. By expanding the county's appeal beyond traditional outdoor activities to include diverse interests such as angling, mountain biking, cultural tourism, and cozy mountain retreats, we aim to attract a broader audience. The strategic initiatives will focus on enhancing brand visibility, increasing audience engagement, and strengthening brand loyalty.

MARKETING GOAL & OBJECTIVES

MARKETING GOAL

Position Destination McDowell as a leading outdoor and cultural haven in Western North Carolina and across the Southeast . Broaden McDowell County's appeal to include not only traditional outdoor enthusiasts, but also to cater to specific interests such as angling and mountain biking, attract cultural tourists and history buffs, and welcome those in search of cozy mountain retreats.

Destination McDowell’s Brand Visibility MARKETING OBJECTIVES

Increase Engagement & Interaction with Target Audiences

Destination

Brand Loyalty

OBJECTIVE 01.

Grow Destination

McDowell’s Brand Visibility

ACTION ITEMS

F Launch a comprehensive digital marketing campaign featuring the new & improved branding for Destination McDowell.

• Use targeted social media advertising on platforms like Instagram, Facebook, and TikTok to reach different demographics interested in outdoor and cultural experiences.

• Implement a robust SEO and blog content strategy focusing on high-value keywords specific to McDowell's assets and offerings.

MARKETING OBJECTIVES

F Develop a collaborative content series with influencers and other Blue Ridge Travelers.

• Identify and partner with influencers who embody the spirit of exploration, cultural appreciation, and environmental stewardship.

• Create a featured series on the Destination McDowell site and associated social media platforms showcasing their experiences and stories, using a branded hashtag such as #DestinationMcDowell for broad engagement.

F Utilize short-form video content aggressively.

• Continue to produce engaging, high-quality shortform videos that highlight the distinct attraction of McDowell County, including its natural beauty, outdoor activities, and cultural events.

• Distribute these videos across multiple platforms, with a focus on TikTok and Instagram Reels to capture the attention of a visually-driven audience.

OBJECTIVE 02.

Increase Engagement & Interaction with Target Audiences

ACTION ITEMS

F Host events designed to engage and entertain target audiences.

• Organize virtual tours and other visual content focusing on McDowell County's attractions, heritage, and outdoor adventures, inviting potential visitors to explore from the comfort of their homes.

• Plan in-person events such as festivals, outdoor concerts, and cultural exhibitions that highlight the unique aspects of McDowell County, ensuring promotion of these events through social media, website, and email marketing.

F Implement user-generated content initiatives among visitors to boost visibility

• Encourage visitors and residents to share their experiences and stories on social media using a branded hashtag, such as #DestinationMcDowell or #IAmTheBlueRidgeTraveler.

• Run monthly contests rewarding the best UGC with prizes, such as free stays, gift certificates, or local merchandise to motivate participation.

MARKETING OBJECTIVES

OBJECTIVE 03.

Strengthen Destination

McDowell Brand Loyalty

ACTION ITEMS

F Launch a loyalty program for repeat visitors.

• Develop a loyalty program offering benefits like discounts, exclusive access to events, and early notifications about special promotions to encourage repeat visits.

• Partner with local businesses to offer benefits to enhance the visitor experience and support the local economy.

F Create personalized communication strategies.

• Utilize email marketing to send personalized recommendations and updates about McDowell County based on past visitor preferences and interests.

• Implement a CRM system to track visitor interactions and tailor future communications, ensuring content relevance and fostering a deeper connection.

F Promote communication and sustainability initiatives.

• Highlight McDowell County’s commitment to sustainability and community well-being through dedicated campaigns, including volunteer opportunities, conservation projects, and cultural preservation efforts.

• Organize storytelling events where visitors can learn about the county from a local perspective, promoting a sense of community and belonging.

SWOT ANALYSIS

SWOT ANALYSIS

SITUATIONAL ANALYSIS

McDowell County's unique positioning within Western North Carolina offers unmatched accessibility to a variety of outdoor experiences, from the serene waters of Lake James to the rugged trails of the Pisgah National Forest. The county's proximity to urban centers, combined with its rich Appalachian heritage, positions it as a desirable destination for both adventure seekers and those looking to unwind in nature.

STRENGTHS

• Natural Beauty & Scenic Landscapes

• Diverse Outdoor Recreation Opportunities

• Strong Cultural Heritage

• Community Engagement

• Strategic & Accessible Location

• Affordable

WEAKNESSES

• Limited Brand Recognition Outside Regional Market

• Infrastructure and Accessibility (Specifically Mid - High-End Options)

• Fewer Marketing Resources Comparative to Nearby Destinations (Staff & Budget)

OPPORTUNITIES

• Skyrocketing Interest in Outdoor & Sustainable Tourism

• Remote Worker Attraction

• Digital Marketing Advancements

• Niche Market Targeting

THREATS

• Direct & Indirect Competition

• Seasonality

• Economic Fluctuations

• Environmental Concerns

COMPETITIVE LANDSCAPE

COMPETITIVE LANDSCAPE

DIRECT COMPETITORS

Other destinations within North Carolina and the Southeast known for outdoor recreation and cultural tourism, offering similar attractions and amenities.

Asheville, NC

Great Smoky Mountains

National Park

Blue Ridge, GA

Boone, NC

Cherokee, NC

INDIRECT COMPETITORS

Alternative vacation options outside the traditional outdoor and cultural tourism sectors.

BIG CITIES

Charlotte, NC, Atlanta, GA

BEACHES

Outer Banks, Hilton Head, Myrtle Beach

THEME PARKS & RESORTS

Disney World, Dollywood

INTERNATIONAL DESTINATIONS

Costa Rica, Europe, Bahamas

TARGET AUDIENCE BEHAVIORS

TARGET AUDIENCE BEHAVIORS

DEMOGRAPHIC SHIFTS

An increasing interest among younger demographics, particularly millennials and Gen Z, in experiences over material possessions, favors destinations that offer unique cultural and outdoor activities, as well as a feeling of authenticity.

DIGITAL ENGAGEMENT

High use of social media and online platforms for travel inspiration, planning, and booking, emphasize the importance of a strong digital presence for Destination McDowell.

CURRENT TRAVEL TRENDS

CURRENT TRAVEL TRENDS

SUSTAINABILITY AND ECO-TOURISM

Visitors are seeking destinations that prioritize sustainability and environmental preservation.

https://advertising.expedia.com/blog/sustainability/ sustainable-tourism-demand-rises/

LOCAL & AUTHENTIC EXPERIENCES

Travelers are increasingly looking for authentic experiences that allow them to immerse themselves in the local culture, history, and community.

https://www.americanexpress.com/en-us/travel/ discover/get-inspired/Global-Travel-Trends

UPDATED BRAND ARCHITECTURE & MESSAGING RECOMMENDATIONS

UPDATED BRAND ARCHITECTURE & MESSAGING RECOMMENDATIONS

Organization Name

Primary Brand

Tagline

URL

Core Message

McDowell County Tourism

Destination McDowell No Boundaries

destinationmcdowell.com

Outdoors for All

PRIMARY BRAND

Destination McDowell will serve as the overarching brand that showcases the entirety of McDowell County’s offerings – its natural beauty, outdoor recreation opportunities, cultural & historical richness, and vibrant community.

CORE MESSAGE

McDowell County is a diverse and welcoming destination where every visitor can find something to connect with, whether they’re history buffs, nature lovers, or adrenaline junkies.

UPDATED BRAND ARCHITECTURE & MESSAGING RECOMMENDATIONS

BLUE RIDGE TRAVELER

The Character

Transform the Blue Ridge Traveler (BRT) into a lovable, cryptid-like mascot who embodies the spirit of adventure and exploration in McDowell County. This character may be inspired by Appalachian folklore or designed as an entirely new entity, serving as a unique symbol of the county’s rich narratives and natural wonders.

VISUALS

The character could be depicted in a variety of settings across McDowell County –peering over a mountain ridge, fishing a backcountry trout stream, or exploring historical sites. These visuals should be engaging and whimsical, appealing to families and younger audiences.

STORYTELLING

Use the BRT character in storytelling across various platforms – social media, short-form video, and printed materials – chronicling its adventures in McDowell County. This narrative approach is relatable, memorable and fun!

IMPLEMENTATION

F Develop a backstory for the BRT character that ties into local lore and the natural setting of McDowell County. This character can also connect to the energy and growth that surrounds the annual WNC Bigfoot Festival.

F Host a design contest to involve the local community and visitors in creating the BRT character, creating a sense of ownership and engagement with the brand.

BLUE RIDGE TRAVELER

The Title

Designate Blue Ridge Traveler as an honorary title given to bloggers, travel writers, influencers, as well as all visitors who embody the spirit of exploration and storytelling in McDowell County.

ENGAGEMENT

Encourage content creators to share their adventures in McDowell County as part of a “Blue Ridge Traveler Series”. This can include blog posts, social media content, and videos that highlight personal experiences, dedicated itineraries, and adventures in the area.

IMPLEMENTATION

RECOGNITION

Create a feature on the Destination McDowell website and social media channels where "Blue Ridge Travelers" can share their stories, photos, and tips. Offer badges, certificates, or even branded merchandise to further engage and incentivize participation.

F Create a dedicated section on the Destination McDowell website for Blue Ridge Traveler stories and itineraries, making it easy for visitors to find inspiration and plan their visits.

F Encourage Blue Ridge Travelers to wear branded merchandise featuring THE Blue Ridge Traveler character. Suggest a specific hashtag like #IamaBlueRidgeTraveler to further engagement and recognition.

TARGET AUDIENCE IDENTIFICATION

TARGET AUDIENCE IDENTIFICATION

TARGET AUDIENCE IDENTIFICATION

F Niche Audiences

• History Buffs

• Arts & Culture (Blue Ridge Quilt Trail, Murals)

F Outdoor Recreation

• Anglers

• Watersports Enthusiasts

• Birding

• Waterfall Chasers

• Floating

• Mountain Biking

F Travel Intenders

• Luxury Segment

F Families and Multi-Generational Travel

The following maps show where people live within a threehour drive radius of McDowell County who are more likely than the average American in the past year to align with the noted variables.

TARGET AUDIENCE IDENTIFICATION

OUTDOOR RECREATION VARIABLES

Birdwatching

Hiking

Mountain Biking

Kayaking and Canoeing

Boating (Motor)

TOP COUNTIES

Watauga, NC

Buncombe, NC

Cabarrus, NC

Chatham, NC

Based on Esri Business Analysts “Participation Index”. The average participation index in the US is indicated by a value of “100”. The market data used to create the participation index is provided by MRI-Simmons to Esri. https://doc.arcgis.com/en/esri-demographics/latest/reference/mri-simmons.htm

TARGET AUDIENCE IDENTIFICATION

ENVIRONMENTAL CONSCIOUS VARIABLES

More Environmentally Conscious than Most

Interested in How to Help the Environment

TOP COUNTIES

Watauga County, NC

Mecklenburg County, NC Orange County, NC Durham County, NC

Montgomery County, VA

Based on Esri Business Analysts “Participation Index”. The average participation index in the US is indicated by a value of “100”. The market data used to create the participation index is provided by MRI-Simmons to Esri. https://doc.arcgis.com/en/esri-demographics/latest/reference/mri-simmons.htm

TARGET AUDIENCE IDENTIFICATION

COMBINED VARIABLES

Birdwatching Hiking

Mountain Biking

Kayaking and Canoeing

Boating (Motor)

More Environmentally Conscious than Most

Interested in How to Help the Environment

TOP COUNTIES

Watauga County, NC

Based on Esri Business Analysts “Participation Index”. The average participation index in the US is indicated by a value of “100”. The market data used to create the participation index is provided by MRI-Simmons to Esri. https://doc.arcgis.com/en/esri-demographics/latest/reference/mri-simmons.htm

FY '24-'25 CONCEPTUAL CAMPAIGNS

FY '24-'25 CONCEPTUAL CAMPAIGNS

These suggested campaign names and CTAs are intended only as a starting point, and not as final copy. Final campaigns should be carefully developed with attention given to creativity and final messaging.

CAMPAIGN

AUDIENCE

Launch a “Time-Traveler” campaign featuring the newly re-introduced Blue Ridge Traveler character or a travel-writer or influencer who has been designated as the Blue Ridge Traveler. Feature guided tours, interactive storytelling, and downloadable guides at historic sites throughout McDowell County, angled to appeal with a focus on local legends & lore.

History buffs, educators, students, and families interested in cultural heritage and historical adventure.

TIMELINE

CALL TO ACTION

Summer & fall, to align with peak season and optimal weather conditions.

Step back in time with the Blue Ridge Traveler. Download your free guide, “Legends and Lore of McDowell County” here.

FY '24-'25 CONCEPTUAL CAMPAIGNS

CAMPAIGN

AUDIENCE

TIMELINE

CALL TO ACTION

Focus on seasonal & nature-based campaigns that change with the seasons. The following is a general suggestion for seasonal campaigns, but messaging should be closely tied to other McDowell County advertising efforts.

• Spring : Bloom in McDowell, focusing on nature and outdoor activities.

• Summer : Summer Nights & Mountain Lights, aimed at families and outdoor enthusiasts.

• Fall : Autumn Colors Tour, for nature enthusiasts, outdoor rec aficionados, and travel intenders.

• Winter : Warm Winter Welcomes, targeting those seeking cozy, cabin retreats.

All

Seasonal

Use specific landing pages to reflect each seasonal campaign and entice visitors to book lodging (or other metric).

• Spring : Discover Your Spring Adventure

• Summer : Book Your Summer Getaway

• Fall : See the Colors of McDowell

• Winter : Cozy Up in McDowell

FY '24-'25 CONCEPTUAL CAMPAIGNS

CAMPAIGN

AUDIENCE

TIMELINE

CALL TO ACTION

McDowell Moments, showcasing short, appealing itineraries tailored for weekend travelers. Highlight recreational activities, lodging options, and restaurant suggestions for a turnkey approach to a McDowell County visit.

Travel Intenders

Any, but itineraries should be seasonally relevant.

No Boundaries, No Excuses! Download Your Free 3-Day Explorer Itinerary and Take Back the Weekend.