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Mission Overview
The Digital Edge Content Team conducted an on-site content marketing experience with Visit Park City in preparation for FY2016-2017’s program of work.
Goal:
Collect real content and conduct field research to showcase the destination’s offerings to top-level meeting planners within their defined target audience.
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Collection Trip Itinerary
In order to make sure we covered a variety of content that could be shared with a dynamic audience of meeting planners online, the Visit Park City team organized a detailed itinerary focused on the top meetings experiences and assets the destination offers. We also considered the specific shots we would need for the different platforms where we planned to distribute the content.[/vc_column_text][/vc_column][/vc_row][vc_row css=”.vc_custom_1471466566730{margin-top: 0px !important;margin-bottom: 0px !important;border-top-width: 0px !important;border-bottom-width: 0px !important;padding-top: 0px !important;padding-bottom: 0px !important;}”][vc_column width=”1/2″ css=”.vc_custom_1471467490778{margin-bottom: 0px !important;border-bottom-width: 0px !important;padding-bottom: 0px !important;}”][vc_column_text][/vc_column_text][/vc_column][vc_column width=”1/2″][vc_column_text css=”.vc_custom_1471467235211{margin-bottom: 0px !important;border-bottom-width: 0px !important;padding-bottom: 0px !important;}”]
Day 1
Our first day included a full day at Blue Sky Ranch where the Digital Edge team enjoyed group experiences such as horseback riding to the top of a mountain where a gourmet lunch was served at a private mountainside table, wrangling and clay shooting lessons, and a full tour of the ten station shooting course laid out along the property. We also toured High West Distillery and meeting spaces.
During our adventures at Blue Sky Ranch, we met and interviewed tour guides, gourmet chefs, sales directors and others that are invested in the success and happiness of meetings and conventions at the ranch.[/vc_column_text][/vc_column][/vc_row][vc_row css=”.vc_custom_1471463341907{margin-top: 0px !important;margin-bottom: 0px !important;border-top-width: 0px !important;border-bottom-width: 0px !important;padding-top: 0px !important;padding-bottom: 0px !important;}”][vc_column css=”.vc_custom_1471466974128{margin-bottom: 0px !important;border-bottom-width: 0px !important;padding-bottom: 0px !important;}”][vc_column_text css=”.vc_custom_1471466558988{margin-top: 0px !important;margin-bottom: 0px !important;border-top-width: 0px !important;border-bottom-width: 0px !important;padding-top: 0px !important;padding-bottom: 0px !important;}”]We collected footage of what their facility had to offer that meeting planners would want to know.
After a day at the Ranch, the team visited Historic Downtown Park City for dinner at Grappa and a nightcap at the No Name Bar & Saloon.
We spent the rest of the evening refining our Instagram posts, tweeting, and sharing our experience with the world, maximizing the content output for our trip.[/vc_column_text][/vc_column][/vc_row][vc_row css=”.vc_custom_1471463371409{margin-top: 0px !important;margin-bottom: 0px !important;border-top-width: 0px !important;border-bottom-width: 0px !important;padding-top: 0px !important;padding-bottom: 0px !important;}”][vc_column width=”1/2″][vc_column_text css=”.vc_custom_1471466552614{margin-top: 0px !important;margin-bottom: 0px !important;border-top-width: 0px !important;border-bottom-width: 0px !important;padding-top: 0px !important;padding-bottom: 0px !important;}”]
Day 2
The second day at Utah Olympic Park was quite the adrenaline-oriented experience: ropes courses, zip lines, tubing, and more. We took photos of Alpine Jump Skiers training and the Australian Women’s team training their jumps into the pool. As luck would have it, we ran into Bill Schuffenhauer, the 2002 Olympic Silver Medalist for the Bobsleigh, who was filming his life story and took some time out to push two of the Digital Edge team members down the bobsled track at warped speed!
It’s important for our content team to have some brave souls on board, because not everyone wants to experience such an intense experience on our collection trips.[/vc_column_text][/vc_column][vc_column width=”1/2″ css=”.vc_custom_1471466540859{margin-top: 0px !important;margin-bottom: 0px !important;border-top-width: 0px !important;border-bottom-width: 0px !important;padding-top: 0px !important;padding-bottom: 0px !important;}”][vc_empty_space height=”15″][vc_column_text][/vc_column_text][/vc_column][/vc_row][vc_row css=”.vc_custom_1471466528509{margin-top: 0px !important;margin-bottom: 0px !important;border-top-width: 0px !important;border-bottom-width: 0px !important;padding-top: 0px !important;padding-bottom: 0px !important;}”][vc_column css=”.vc_custom_1471466937129{margin-bottom: 0px !important;border-bottom-width: 0px !important;padding-bottom: 0px !important;}”][vc_column_text css=”.vc_custom_1471466926795{margin-bottom: 0px !important;border-bottom-width: 0px !important;padding-bottom: 0px !important;}”]We often bring a variety of people to collect content from different age, interests, and cultural backgrounds. Digital Edge believes that we should tell stories about these places from a multitude of perspectives.[/vc_column_text][/vc_column][/vc_row][vc_row css=”.vc_custom_1471466492771{margin-top: 0px !important;margin-bottom: 0px !important;border-top-width: 0px !important;border-bottom-width: 0px !important;padding-top: 0px !important;padding-bottom: 0px !important;}”][vc_column width=”1/2″][vc_column_text css=”.vc_custom_1471466503463{margin-top: 0px !important;margin-bottom: 0px !important;border-top-width: 0px !important;border-bottom-width: 0px !important;padding-top: 0px !important;padding-bottom: 0px !important;}”]
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Day 2 (Part 2)
After our morning at Utah Olympic Park, we enjoyed lunch on the patio of Squatters, a local hot spot where many athletes enjoy local brews and a delicious menu that is awesome an affordable group dining spot. Our writer was excited to explore the local craft brews, and took notes on her favorites to mention in future blog posts.
The team then toured the Park City Museum located downtown on Main Street and got a feel for the mining town’s history before heading to the Stein Eriksen Lodge for Hops on the Hill, a weekly summer reception featuring a local craft brew paired with gourmet treats.[/vc_column_text][/vc_column][/vc_row][vc_row css=”.vc_custom_1471465146587{margin-top: 0px !important;margin-bottom: 0px !important;border-top-width: 0px !important;border-bottom-width: 0px !important;padding-top: 0px !important;padding-bottom: 0px !important;}”][vc_column][vc_column_text css=”.vc_custom_1471466486015{margin-top: 0px !important;margin-bottom: 0px !important;border-top-width: 0px !important;border-bottom-width: 0px !important;padding-top: 0px !important;padding-bottom: 0px !important;}”]One of our favorite content collection experiences for the team was at Hops on the Hill. With the goal of collecting content for meeting planners, a beautiful networking event is more than we could have dreamed of having access to on our trip. This event provided a bed of beautiful imagery and video footage that we can provide for Visit Park City’s Meetings website pages, blog posts, and targeted ad campaigns to attract meeting planners.[/vc_column_text][/vc_column][/vc_row][vc_row css=”.vc_custom_1471466292591{margin-top: 0px !important;margin-bottom: 0px !important;border-top-width: 0px !important;border-bottom-width: 0px !important;padding-top: 0px !important;padding-bottom: 0px !important;}”][vc_column width=”1/2″][vc_column_text css=”.vc_custom_1471466477072{margin-top: 0px !important;margin-bottom: 0px !important;border-top-width: 0px !important;border-bottom-width: 0px !important;padding-top: 0px !important;padding-bottom: 0px !important;}”]
Day 3
Before heading back to Jacksonville, Digital Edge spent the morning at the Park City Resort’s Canyons Village for the most exhilarating zip line group tour experience, which included one zip that was more than 2,200 yards long and 300 feet high! We collected footage from every perspective and made sure that some action shots would translate well for social platforms like Instagram and Facebook.[/vc_column_text][/vc_column][vc_column width=”1/2″ css=”.vc_custom_1471466285186{margin-top: 0px !important;margin-bottom: 0px !important;border-top-width: 0px !important;border-bottom-width: 0px !important;padding-top: 0px !important;padding-bottom: 0px !important;}”][vc_column_text css=”.vc_custom_1471466465000{margin-top: 0px !important;margin-bottom: 0px !important;border-top-width: 0px !important;border-bottom-width: 0px !important;padding-top: 0px !important;padding-bottom: 0px !important;}”][/vc_column_text][/vc_column][/vc_row][vc_row css=”.vc_custom_1471465229605{margin-top: 0px !important;margin-bottom: 0px !important;border-top-width: 0px !important;border-bottom-width: 0px !important;padding-top: 0px !important;padding-bottom: 0px !important;}”][vc_column width=”1/2″][vc_column_text css=”.vc_custom_1471466410410{margin-top: 0px !important;margin-bottom: 0px !important;border-top-width: 0px !important;border-bottom-width: 0px !important;padding-top: 0px !important;padding-bottom: 0px !important;}”]
Images, Video & Virtual Reality
While the Digital Edge team did have the most incredible time enjoying the activities, at each location along the way the team was either taking photographs, videos, conducting interviews or shooting the location with the 360 virtual reality camera.[/vc_column_text][vc_column_text css=”.vc_custom_1471466434407{margin-bottom: 0px !important;border-bottom-width: 0px !important;padding-bottom: 0px !important;}”][/vc_column_text][/vc_column][vc_column width=”1/2″][vc_empty_space height=”50″ css=”.vc_custom_1471466690912{margin-top: 0px !important;margin-bottom: 0px !important;border-top-width: 0px !important;border-bottom-width: 0px !important;padding-top: 0px !important;padding-bottom: 0px !important;}”][vc_column_text]After three jam packed days, we now have a library of images, videos, and interviews and several 360 virtual reality shots that will be utilized for our meetings marketing program of work.
Many members of our Digital Edge’s creative team attended the trip and their understanding of how to the Park City brand relates to meeting planners and groups will now have a major influence on their design work and media optimization strategies moving forward.
[/vc_column_text][vc_empty_space height=”20″][vc_column_text][/vc_column_text][/vc_column][/vc_row][vc_row css=”.vc_custom_1471465244648{margin-top: 0px !important;margin-bottom: 0px !important;border-top-width: 0px !important;border-bottom-width: 0px !important;padding-top: 0px !important;padding-bottom: 0px !important;}”][vc_column css=”.vc_custom_1471465527215{margin-top: 0px !important;margin-bottom: 0px !important;border-top-width: 0px !important;border-bottom-width: 0px !important;padding-top: 0px !important;padding-bottom: 0px !important;}”][vc_column_text css=”.vc_custom_1471466392706{margin-top: 0px !important;margin-bottom: 0px !important;border-top-width: 0px !important;border-bottom-width: 0px !important;padding-top: 0px !important;padding-bottom: 0px !important;}”]
Application
Visit Park City launched a new comprehensive website in May of 2016 and as part of our new fiscal year program of work, we are developing website content and managing a blog for the meetings and conventions team.
Our team develops six pieces of content per month and distributes the content via email marketing, social media marketing and optimization of the website.[/vc_column_text][vc_column_text css=”.vc_custom_1471465441475{margin-top: 0px !important;margin-bottom: 0px !important;border-top-width: 0px !important;border-bottom-width: 0px !important;padding-top: 0px !important;padding-bottom: 0px !important;}”]The collection visit provided us the fuel we will need to develop the content pieces, showcase the destination, and to capture the attention of meeting planners by keeping them engaged with the Park City brand on more personally relative level.[/vc_column_text][/vc_column][/vc_row][vc_row css=”.vc_custom_1471465276900{margin-top: 0px !important;margin-bottom: 0px !important;border-top-width: 0px !important;border-bottom-width: 0px !important;padding-top: 0px !important;padding-bottom: 0px !important;}”][vc_column width=”1/2″][vc_column_text]
Content Development
The purpose of the collection trip was to maximize the total content we collected and optimize it for the specific goal. It takes two thing to accomplish this: experts and planning.
To manage the meetings content marketing program of work, Digital Edge conducted thorough field research leading up to the collection visit including a current site and asset audit to make sure we weren’t collecting duplicates.
Our team is equipped with professionals who have worked in DMOs, resorts, and the tourism and hospitality industry for decades, so defining these needs comes natural to our team.[/vc_column_text][/vc_column][vc_column width=”1/2″ css=”.vc_custom_1471467315935{margin-bottom: 0px !important;border-bottom-width: 0px !important;padding-bottom: 0px !important;}”][vc_column_text][/vc_column_text][/vc_column][/vc_row][vc_row][vc_column css=”.vc_custom_1471465558061{margin-top: 0px !important;margin-bottom: 0px !important;border-top-width: 0px !important;border-bottom-width: 0px !important;padding-top: 0px !important;padding-bottom: 0px !important;}”][vc_column_text]This editorial calendar is the backbone of the content marketing program of work for both our team and the DMO’s team. We use our preliminary research and field work or our on-site experiences to design the most relevant and authentic calendar.
Benefits
By having the Digital Edge team in market, we are now able to fulfill our content and social media marketing programs with much more personal accounts and utilize the many image assets we collected to ensure the meeting planners get an up-close and personal perspective of what it would be like to plan and host a meeting in Park City, the most accessible and scenic mountain meeting destination in the United States.[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_column_text][/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_column_text]
How to Get Started
If you are looking to develop meaningful content to reach and engage meeting planners and expose them to your brand, please contact Digital Edge today to learn more about how you can utilize content marketing to achieve your team’s goals & drive more interest for your meetings or leisure audiences.
Read More about the details of our Content Marketing Program here![/vc_column_text][/vc_column][/vc_row]
