Elizabeth City: Brand Evolution Project Spotlight
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The Coronavirus pandemic’s impact on tourism was a global force, with traveling limited to essential trips for a large part of 2020. In the fall, with most Florida businesses back open at least at limited capacities, Clay County was in need of a destination recovery campaign. Funded by the CARES Act, the campaign’s primary goal was encouraging visitation while reassuring travelers of the area’s health and safety measures. Understanding current social-economic conditions and shifting traveler preferences in the midst of the pandemic, our campaign objectives were to:
• Promote “staycations” within the area
• Invite visitors and residents to shop from local businesses
• Market event opportunities in the drive market
• Bring/keep events home for small groups and business meetings
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.
impressions across marketing tactics
clicks across campaign advertising
cost per click on staycation paid social compared to industry average of $0.63
cost per click on events paid social compared to industry average of $3.08
click-through rate on staycation paid social compared to industry average of 0.90%
click-through rate on weddings PPC compared to industry average of 2.79%
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