McDowell County Tourism - Marketing Plan

Marketing Plan & Content Framework

MARKETING STRATEGY

MARKETING STRATEGY – GUIDANCE

Marketing for McDowell County Tour -

ism should center on its unique brand and the emotional truth that makes McDowell County unique within the context of the Southeastern

Audiences should see the lifestyle story want to live out.

brmountainwonderland

EMOTIONAL TRUTH:

The emotional truth for the McDowell County Tourism Brand should resonate with both visitors and residents alike and magnify the heartfelt connection they have (or would like to have) with the Brand Pillars (see page 10) .

A strong emotional truth is a lens through which the audience clearly sees themselves inside of the lifestyle being portrayed.

The wonder of the Blue Ridge Mountains embraces each of us as we step onto a trail, wade into a creek, or summit a mountain ridge. Here, the outdoors are for all.

“ “

MARKETING STRATEGY – GUIDANCE

LIFESTYLE STORYTELLING:

To maximize competitiveness, the TDA must assume the role of chief storyteller for the County and adapt a lifestyle storytelling approach to its marketing.

Campaigns will highlight the things which make McDowell a special place to explore , and what it’s really like to live and play in a mountain wonderland.

Viewers will experience this through the eyes of real people taking part in the variety of activities and experiences available here.

The goal of this style of storytelling is to empower the viewer to see themselves in the story, prompting them to visit and experience it first hand.

MESSAGING

MESSAGING

BRAND PILLARS:

• Nature - Mountains, Forests, Rivers, Lakes, Streams

• Culture - Appalachian Heritage, Environmental Sustainability, Outdoor Lifestyles

• Outdoor Activities - Hiking, Mountain Biking & Cycling, Fishing, Motorcycling, Boating, Paddling

• Towns & Locations - Main Street (Marion), Base Camp (Old Fort), Outposts (Little Switzerland, Linville Falls, North Cove, Glenwood, Nebo)

STORY CONCEPTS:

The following themes provide a canvas for storytelling about the county:

Emerging Appalachia - By paying respect to the Appalachian culture of old and shunning the stereotypical view of Appalachia as backwards and impoverished, this storyline weaves a new Appalachian narrative around the arts, sustainable innovation, conservation, and a love of the great outdoors.

Outdoors for All - Emphasizing connectivity, diversity, accessibility, and inclusivity, this storyline extends a welcoming message to a new generation of travelers seeking a range of mountain experiences in the outdoors.

Adventure - Utilizing youthful or adventurous messaging, such as Follow Your Wonder, the new McDowell County brand taps into a feeling of wanderlust while highlighting the diversity of locations and activities available.

GEOGRAPHICAL STORYTELLING:

The terminology of “Main Street”, “Basecamp”, and “Outposts” will be graphically and narratively developed in an effort to convey exactly where the Wonderland is, while also providing a descriptive storytelling framework for talking about the unique characteristics of the specific communities and experiences of the Wonderland.

Main Street - Marion- “Where Main Street Meets the Mountains”

• The term “Main Street” represents the common person. Marion is where everyone comes to “meet “ the mountains.

Base Camp - Old Fort- “Pisgah First”

• With its’ proximity to Pisgah and vast trail networks, Old Fort is your “Basecamp” to adventure

• Develop educational messaging and storytelling around the Pisgah First brand Outposts - Little Switzerland, Lake James, North Cove, Nebo

• These are places to experience in the outer reaches of the Wonderland.

Steps:

1. Develop custom icons for each geographic term (Main Street, Basecamp, Outpost)

2. Create large icon signs to display at the visitor’s center

3. Include the icons on wayfinding signage throughout the county

4. Utilize the icons on the TDA website to categorize and organize storytelling content

5. Utilize the icons in social media to aid in storytelling about specific locations throughout the Wonderland.

CAMPAIGNS

CAMPAIGNS

INFLUENCER MARKETING:

In an effort to leverage new audiences and creative content capabilities, the TDA will execute an influencer marketing strategy.

• Identify, engage, and contract with specific online influencers (digital taste makers and lifestyle gurus) who resonate with target audiences and communities of specific outdoor activities and lifestyles.

• Encourage these influencers to create content about the county from their own perspective, documenting their experiences participating in activities throughout the region.

• Partnering with these influencers allows the TDA to showcase the new BRMW brand to new audiences, while benefiting from creative and engaging content such as Facebook & Instagram Stories, Instagram Reels and Facebook Live.

• These influencer campaigns will be coordinated with Paid Social Media advertising campaigns to drive new followers.

• Target audiences will resonate with new traffic and user generated content conveying relatable, authentic perspectives.

• User group targets: hikers, family-friendly adventurers, mountain-bikers, cyclists, fly fishers, paddlers, boaters, wake boarders, motorcyclists.

CAMPAIGNS

When choosing an influencer to work with, consider looking for the following:

Location based – accounts with large followings in specific metro locations

Activity based – accounts that highlight a specific activity or lifestyle you are trying to promote, such as fly-fishing, cycling, and hiking

Demographic based – accounts that have followings you are trying to reach based on demographics and culture

LOCAL LIFESTYLE PUBLICATIONS:

Reach out to lifestyle magazines in surrounding metropolitan areas and invite them on an expensed getaway to the Blue Ridge Mountain Wonderland! Encourage them to write about everything that makes McDowell County special and give them itineraries and all the resources they need to discover the best outdoor recreation, dining, and entertainment in the area.

EXAMPLES:

• Charlotte Agenda/Axios Charlotte

• Raleigh Magazine

• Cape Fear Living (Wilmington)

• Triad Living Magazine (Winston-Salem)

Reference: https://charlotteledger.substack.com/p/how-i-hired-a-charlotte-influencer

Reference: https://madelyneonthemove.com/visiting-maggie-valley-north-carolina/

Reference: https://www.tourismtiger.com/blog/influencer-marketing-for-the-tourism-industry/

CHARACTER–BASED:

The TDA has an opportunity to develop a character to embody the "Blue Ridge Traveler" namesake and expose the outside world to the Blue Ridge Mountain Wonderland through a unique character-based mode of storytelling.

The new Blue Ridge Traveler will be a bigfoot character who regularly travels the county, explores its boundaries, uncovers its gems, interacts with its residents and is perceived as a friendly local.

This approach pays homage to historic Appalachian lore and creates opportunity to tell an intriguing story through warmth and humor.

• Via his adventures throughout the county, the character will highlight the different activities and ways to experience the Mountain Wonderland.

• Capable of establishing a cult following of its own, this clever campaign will set the county apart from all competitors and ties in with Bigfoot Festival promotions

• Opportunities abound for spin-off merchandising and branded swag- shirts, stickers, posters, maps, etc.

CAMPAIGNS

STEPS:

1. Develop a graphical identity for the character

2. Develop a custom, matching costume

3. Produce short promotional video introducing the TBRT character

4. Create and distribute multi-part video and photography content featuring The Blue Ridge Traveler participating in different experiences throughout the County

Light-hearted or humorous, character-driven campaigns have a proven track record of driving positive brand recognition, associations and memorability across a multitude of industries.

Successful Character-Driven Campaign Examples

CHANNELS

CHANNELS – SOCIAL MEDIA ADVERTISING

OUR APPROACH:

As the most targeted form of advertising, paid social campaigns will ensure that the BRMW brand is seen by target audiences on the top social networks.

Our recommendations aim to expand the reach of social channels beyond current followers through the use of audience segmentation and targeting techniques based on: age, interests, behavior, affiliation, geo-location, re-marketing, and lookalike strategies

We precisely focus, execute, monitor and optimize paid social media campaigns for maximum engagement and interaction. Our approach also focuses on continual A/B testing and performance analysis of various images and text combinations, to achieve maximum market penetration.

GOALS:

• Enhance the reach of BRMW branded content to desired audiences

• Increase traffic to the website and social channels

• Build and maintain relationships with followers

HOW WE DO IT:

• Deliver BRMW ads to desired target audiences using existing images and videos, branded calls-to-action and messaging from the marketing plan.

• Optional conversion tracking on desired actions users can make on the BRMW website.

CHANNELS – FACEBOOK/INSTAGRAM

RECOMMENDED AD UNITS:

CAROUSEL ADS appear on Facebook, Instagram, Messenger and Audience Network and will allow the McDowell TDA to showcase up to 10 images or videos within a single ad, each with its own link.

With more creative space available within an ad, multiple destination assets can be highlighted and visitor experiences developed across each carousel card. DbD can set these up to either have a set sequence or let Facebook dynamically optimize the order of the carousel images based on each card’s performance.

INSTANT EXPERIENCE is an immersive, full-screen experience that opens after someone clicks your ad on a mobile device. These units grab attention and maximize the impact of high-quality content.

Instant Experience works with most formats, including single image, video, and carousel. DbD can customize these templates and mark clear paths through multiple experiences with descriptive text, buttons and links.

For example, within a single Experience, people can watch videos, swipe through photos in a carousel, fill out forms and explore images with tagged products. You can also have multiple Instant Experiences so your audience discovers more content.

CHANNELS – FACEBOOK/INSTAGRAM

RECOMMENDED AD UNITS:

A targeted video ad is a great opportunity to get you noticed at the right place and right time. DbD will create these ads using McDowell TDA photos and videos. Videos may be delivered via the In-Stream, Feed and/or Stories formats.

IN-STREAM ADS allow advertisers to deliver 5-15 second, non-skippable, mid-roll video ads to people who are already watching Facebook videos on a mobile device. Since these ads don’t appear until at least 60 seconds into the main video content, people are actively engaged in “lean-back” watching mode, and the ad is just like a commercial break for the actual video. And, as in any other Facebook ad campaign, advertisers can selectively choose their target audiences for in-stream video ads. Since these ads are audience- based, viewers of the same video may see different ads, depending on their interests.

VIDEO FEED ADS appear in the target audience’s Newsfeed – that most valuable real estate where they share ideas and inspiration with family and friends and capture the user’s full attention with sound and motion.

STORIES ADS are full screen video units that appear between Stories on Facebook, Instagram and Messenger. Unlike organic Stories, Stories ads do not disappear after 24 hours.

CHANNELS - YOUTUBE

BLUE RIDGE MOUNTAIN WONDERLAND YOUTUBE CHANNEL:

To reach new audiences via Youtube and Google, the TDA will create its own Youtube Channel consisting of engaging, useful content targeted towards people searching for helpful and entertaining travel tips and information about the region. When possible, episodes should feature digital influencers and work in tandem with the TDA's influencer marketing strategy.

• The BRMW YouTube channel will release 1 video per month during 2022 in a travel vlog production style

• Content will focus on how and what to experience in the Wonderland, highlighting specific itineraries, and the uniqueness of staying and playing in the County.

• Utilizing the “reviews/tips/how-to” approach, that is native to YouTube, videos will target travelers searching for outdoor activities and experiences to explore in the region.

• Videos will highlight or include dining and shopping opportunities in Old Fort, Marion, and Little Switzerland.

• Shoots will generate usable photography in addition to finished videos, and video content can be re-purposed into paid video ads, etc.

• Youtube meta data, keywords and video descriptions included with each video will aid online search discovery.

• Final videos will be re-purposed and cross-promoted on other social networks.

Topic examples

• High Spirits trail itinerary (partner with an influencer to highlight trail stops)

• Hiking trail features

• Mountain bike trail features

• Blue Ridge Parkway milepost series

• Fly fishing day in the life- fishing locations and how-to

• Jeep/motorcycle touring

• Kayaking/SUP the Catawba River/Lake James

Video examples

• 360 video tours

• Spencer Rides channel

CHANNELS – YOUTUBE DIGITAL DISPLAY ADS

GOALS:

1. Reach new target audiences who are native to YouTube and do not frequently use traditional media channels.

2. Increase traffic to the TDA website and promote activity-specific visitation to the County.

3. Utilize targeting techniques that will serve ads to users based on their search history, browsing history and geographic location.

OUR APPROACH TO DISPLAY CAMPAIGNS:

Harness the power of the Google Display Network , YOUTUBE and Compass Media’s Programmatic Universe! Display Advertising is eye-catching, builds brand awareness and equity, promotes engagement and generates leads.

HOW WE DO IT:

• Through the Google Display Network, we have the ability to reach 90% all internet users as they browse online, without being restricted to advertising on one website.

• By utilizing the latest targeting techniques: interest, behavioral, re-marketing and similar audience strategies and more.

• By using a variety of ad types and formats (banners, native, video), continual A/B testing, campaign optimization and performance analysis of various images and text combinations. (YouTube campaigns will utilize engaging client-provided :15 or :30 second YouTube videos to build TrueView for Action video ad units.

• YouTube campaigns will not only appear across YouTube, but also via video partner sites and apps and on YouTube Streaming TV

• Ads and video assets are only placed on websites that are contextually relevant to the McDowell TDA, its destination assets, and ideal audience’s interests (manually excluding inappropriate categories and irrelevant sites and apps)

CHANNELS – VEHICLE WRAPS

PARTNERSHIP WITH CARVERTISE: GVL, AVL, CLT markets

Carvertise is a 21st century version of transit advertising. Through a partnership with Uber and Lyft in specific urban markets, wrap vehicles with pristine mountain imagery and messaging about the mountain wonderland experience.

• Simultaneously, Geo Targeted advertising will target the exact geographic locations where wrapped vehicles are circulating, increasing likelihood of multiBillboards will also be purchased in these geographic markets.

RECOMMENDATION:

Example of actual Carvertise ad placements

Run a July campaign in the Asheville market targeting visitors looking

CHANNELS – CONNECTED TV

THE NEW TV:

Reach audiences on their SmartTVs, connected devices, and game consoles supported with inventory from Roku, Chromecast and more.

HOW IT WORKS:

Connected TV: Any type of TV screen that can stream digital video, whether through a built-in Smart TV platform, dedicated streaming device, or game console. Gain access to over-the-top premium Live and VOD inventory, with no ad blockers, bots, or below-the-fold concerns.

• 90%+ Video Completion Rate (15 or 30 Seconds Max).

• Custom targeting allows you to reach specific audiences by targeting specific demographics, locations, genres, dayparting history and more.

DIGITAL CONTENT FRAMEWORK

DIGITAL CONTENT FRAMEWORK

HOW TO BUILD AN EFFECTIVE SOCIAL MEDIA POST:

Building

Choosing

CHOOSE ONE OF EACH:

1. Pillars

• Nature

• Culture

• Outdoor Activities

• Towns & Locations

2. Factual/Strategic Message

• Beautiful Natural Environment with Varied Geographic Features

• Authentic WNC Mountain Experience

• Accessible & Diverse Outdoor Opportunities

• Main Street/Marion, Base Camp/Old Fort, Outpost/ Little Switzerland, Lake James, North Cove, Nebo, etc.

3. Emotional Story/Hook

• Emerging Appalachia

• Awe & Exploration

• Outdoors for All

• Adventure & Wanderlust

4. Audience

• 30-40 year olds

• Mid/High Income Singles

• Couples

• Young Families

POST CONTENT EXAMPLE:

Pillar: Outdoor Activity

Message: Awe & Exploration

Story: Outdoors for All Audience: All

“Whether it’s the thrill of finally pulling an elusive Brookie from our cold, deep waters or the joy of watching your children experience the magic that can only be found deep within the forests of the Blue Ridge Mountains, you’ll #findyourwonder here.”

“Visit McDowell County and the towns of Old Fort, Marion, and Little Switzerland and truly experience the Blue Ridge Mountain Wonderland.”

DIGITAL CONTENT FRAMEWORK

HASHTAGS:

Consistent use of hashtags can reach new audiences and reinforce relationships with current followers. Research relevant tags on Instagram that directly pertain to each specific post.

Hashtag Examples:

#mcdowellmountains #marionnc #littleswitzerland #oldfort

#pisgahnationalforest #blueridgemountains #wnc #mcdowellcountync #visitnc #blueridgeparkway #blueridgemoments

#blueridgeoutdoors #blueridge #wncmountains #nclove #hikenc #blueridgemountainwonderland #mountainwonderland

Instagram Highlights:

Build IG Highlights to enable profile visitors to see a quick ‘resume’ of what you’re offering. IG users are increasingly treating the platform as a search engine and your Highlights can ensure they get all of the information they need without leaving your page. Use an eye catching icon in your brand colors to create your Highlight button.

Instagram Highlight Examples:

• Itineraries

• Activity Guides

• Restaurants

DIGITAL CONTENT FRAMEWORK

• Where to Stay

• Events & Culture

• In the News

• Shop Local

• Resources

SOCIAL MEDIA CONTESTS:

Social Media contests remain one of the best ways to build engagement and generate content from users. Encourage followers to tag their posts with a specific hashtag to be entered to win a prize. Choose a hashtag that is unique to the contest so you can prevent sharing a post that has been coincidentally tagged. You can advertise your contest on social media, inside of stores and restaurants, and through replies/ DMs on social media. This contest can be ongoing, so there is no need to re-advertise constantly.

CONTEST TIPS:

• Acknowledge that your Instagram contest or giveaway is not sponsored, endorsed or administered by, or associated with Instagram/Facebook/etc.

• Include the name of the company hosting the Instagram giveaway or contest and co-hosts (prize donors)

• Include the dates the campaign will run, including time zone

• Include participation restrictions — such as age and

DIGITAL CONTENT FRAMEWORK

location

• Write clear guidelines on how to enter

• Outline how and when the winner(s) will be chosen

• Share details about how and when the winner(s) will be announced and how/when winner should claim prize

• Disclose details about how the prize will be delivered, including whether the recipient is responsible for delivery (shipping costs) or pick-up

• Include the following text: “By using #hashtag, I acknowledge that I own this image outright and that I give permission for this image to be shared by (@blueridgetraveler) on their social media feed.”

It may be helpful to keep commonly used snippets of text (such as contest rules and/or hashtags) in an easily accessible document so posts can be built quickly and accurately.

SHORT FORM VIDEO CONTENT

Strong video content is a compelling tool to use on a variety of social media and digital advertising channels. Generally, video provides a strong ROI, which may be attributed to the viewer feeling as if they were participating in the narrative.

The popularity of short-form video, as seen with the release of Instagram Reels and the rise of TikTok, along with increased video viewing during the pandemic, offers a prime opportunity to effectively market the stunning visuals offered by both the natural landscape of McDowell County and the high-energy outdoor recreation opportunities available.

The following 30-second clips and accompanying text are designed to easily fit into any desired social channel or digital advertisement. Please note the copy on each video clip contains references to a ‘link in profile’. We highly recommend incentivizing all paid social media or digital advertising with a reason to click-through to the TDA website.

DOWNTOWN MARION & GREENWAY:

Pillar: Towns and Locations

Message: Main Street/Marion Story: Emerging Appalachia Audience: All

Caption: Downtown Marion is where Main Street meets the Mountains! Set against picturesque Mount Ida, you’ll find our historic streets are the perfect beginning to your next adventure. From converted warehouses finding new life as farm-to-table restaurants, to endless opportunities for adventure, the Blue Ridge Mountain Wonderland has exactly what you’ve been looking for. Check out the link in our profile for itineraries featuring Marion, NC. Whether you drive in for the day or stay for a while, you’ll find your wonder here.

SHORT FORM VIDEO CONTENT

FISHING:

Pillar: Outdoor Activity Message: Authentic WNC Mountain Experience Story: Outdoors for All Audience: All Caption: The thrill of netting an elusive Southern Appalachian Brook Trout never goes away. Whether wading in for the first time or as a master of the ‘Bow and Arrow’ cast, you’ll find your freshwater wonderland in the cold, clear streams of McDowell County, NC. Check out the link in our profile for a guide to some of the best under-the-radar fly fishing in WNC, as well as how to take advantage of Old Fort’s designation as a North Carolina Mountain Heritage Trout City.

FAMILY ON THE RIVER:

Pillar: Outdoor Activity Message: Accessible & Diverse Outdoor Opportunities Story: Outdoors for All Audience: Young Families

Caption: How does a moment become a memory? Just add water! Adventure into your freshwater wonderland with a new generation of young explorers. The pristine headwaters of the Catawba River flow through McDowell County as clear, clean water perfect for swimming, paddling, or just floating along. Check out the link in our profile for more information on how you and your family can enjoy a fun-filled day experiencing our beautiful waterways.

FAMILY ON THE LAKE:

Pillar: Outdoor Activity Message: Accessible & Diverse Outdoor Opportunities

Story: Outdoors for All Audience: Young Families

Caption: Jump in! Your Freshwater Wonderland is waiting for you at Lake James.

HIKING:

Pillar: Outdoor Activities Message: Beautiful Natural Environment with Varied Geographic Features Story: Awe & Exploration Audience: Young Families

Caption: Watch your children experience the magic that can only be found deep within the forests of the Blue Ridge Mountains, and we promise, you’ll #findyourwonder here. #pisgahfirst

Check out the link in our profile on how your family can spend the perfect day on Lake James. (FYI, it definitely involves snacks!).

Check out the link in our profile for a guide to the stunning views, breathtaking waterfalls, and hiking adventures just waiting to be discovered in the nearly 70,000 acres of Pisgah National Forest. One of the Country's oldest National Forests.

SHORT FORM VIDEO CONTENT

MOUNTAIN BIKING:

Pillar: Outdoor Activity

Message: Accessible & Diverse Outdoor Opportunities

Story: Adventure & Wanderlust

Audience: 30-40 Year Olds, Mid/High Income Singles

Caption: Chase the adrenaline. Catch the adventure. Your two-wheel wonderland awaits here in McDowell County.

Featuring breathtaking trails and an avid cycling community, Old Fort, NC is the perfect basecamp for your next mountain biking adventure. Check out the link in our profile for more information on some of the must-ride trails in the cycling hub of the Blue Ridge Mountain Wonderland.

ROAD CYCLING:

Pillar: Outdoor Activity

Message: Accessible & Diverse Outdoor Opportunities, Outpost- Little Switzerland

Story: Adventure & Wanderlust

Audience: Mid/High Income Singles, Couples

Caption: With breathtaking Blue Ridge Parkway views and charming historic amenities, you’ll find your two-wheel wonderland in Little Switzerland, NC.

Check out the link in our profile on how to spend the perfect day in this Blue Ridge Mountain Wonderland outpost.