CLAY COUNTY

Digital Media Strategy and Targeting

The evok team developed a digitally centric plan that incorporated social media, digital media, and promotional support. Our overall approach was to segment the plan into three target audiences, each with specific tactics, geo focus and messaging. These included:

• In-county ‘Staycation’
• Drive-market events messaging
• In-county business decision makers

To encourage action from our primary audiences, paid media did most of the heavy lifting, reaching residents and outer markets alike, and providing reach at the best possible cost per impression. Tactics included mobile rich media, programmatic banner ads, pay per click, sponsored content
and paid social ads.

Rediscover What Moves You

Across campaign creative, we used the tagline “Rediscover What Moves You” to preserve the familiarity with our current campaign messaging “Discover What Moves You” while encouraging the community to reconnect with local businesses. This campaign inspired locals to find light through moments of uncertainty and positioned Clay County as a strong and compassionate community. Campaign collateral included a Safer Event kit, containing an event guide and video outlining the county’s safety precautions. All tactics pointed to a custom campaign landing page, exploreclay.com/clay-cares.