2022-2023 Goal, Strategies and Tactics

2022-2023 Goal, Strategies & Tactics

Goal: The overarching goal of the marketing plan is to drive visitation to the destination through a series of demand creation and demand caption activations.

Strategies

1. Build brand awareness and support qualified visitation to the destination among target markets. 2. Drive the discovery and exploration of the destination with deeper storytelling of destinations key attributes. 3. Leverage a strategic mix of targeted methods to identify and reach the most qualified users. 4. Enhance Leisure and Group business through qualified visitation. 5. Create an understanding of, and respect for, the delicate ecosystem of the destination.

Tactics

1. Digital display, programmatic advertising, traditional ad placements (print), social media, marketing (Facebook, Instagram), user generated content (UGC), public relations (media outreach, partnerships). 2. Lead generation ads, paid social media, local search optimization, social media videos/ reels/stories, user-generated content. 3. Strategically target audiences according to the demographic and persona profiles specific to Bluffton through paid, owned, and organic efforts. 4. Email marketing, social and display remarketing advertising, search engine marketing, search engine optimization and local search, virtual networking, digital media, trade marketing. 5. Develop additional, digital content (blogs, social posts, videos), designed to tell stories about the natural ecosystem in engaging and informative ways and include tips and advice for how each visitor can protect the ecosystem.