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We met with Nelson County Tourism in 2022. They had grant funds from Virginia Tourism Corporation for a 12 month campaign. Maureen Kelly, Economic Development Director for Nelson County was our direct contact. The GOAL of the campaign was to drive tourism and stay-over visitors to Nelson County.
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This campaign drove over 45,000 clicks to the Nelson County Tourism website, changed landing page searches, increased facebook and instagram reach by 1500+% percent, and more!
Here's how...
Here's how...
Nelson County logo 2022
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FIRST... we evaluated their entire brand presence in the digital space, and identified 4 major areas that needed to be addressed:
1.) Nelson County Logo (will current logo work with digital assets?) 2.) Facebook and Instagram presence and updates (is it consistent? relevant? engaging?) 3.) Website updates (is everything working? Does it work with advertising?) 4.) Asset collection or creation (where is the photography/video?) |
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The first thing we did was work with their graphic designer to come up with a cleaner logo. We reminded them that the logo had to work with the Virginia Is For Lovers logo, and the Virginia Tourism Corporation base campaign, "Wanderlove". Also, the digital space is crowded, and less is more! A clean look was crucial to success.
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These mobile ads have all the elements needed for the campaign, yet the logo and headline take a backseat to the beauty of Nelson County. Notice how seamlessly the Virginia is for Lovers logo works with the new logo!
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With the designs underway, we were able to dive into a comprehensive advertising campaign! The base campaign was MOBILE ADS. Why? We wanted Nelson County to never leave the digital space, no matter what time of year, or what was happening. This gave them a 24/7 channel for top-of-mind awareness. Once the campaign was set, changing the messaging was easy, and effective. We layered in: VIDEO, FACEBOOK & INSTAGRAM (paid campaigns), and SOCIAL MIRROR ads throughout the year, always using the same design elements to tie the entire campaign together and grow brand awareness for Nelson County.
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What about the metrics? We have a lot to show!
For the organic side of things.... we focused on building up the images on Facebook and Instagram to come up with a beautiful page for people interested in Nelson County to explore. Our goal was to grow our reach, while also showcasing all of the incredible areas and businesses people could visit in the area.
Facebook Reach saw a 1700% increase over 12 mos
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Instagram Reach 4,700% increase over 12 mos
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