Casper, WY Meetings Campaign
Campaign Start Date: January 2017
Leads to Date: 22
Small DMOs, take note: you can generate leads for your sales team, especially when you have the right strategy. A meetings marketing strategy helps you find and promote your unique selling proposition. So when Casper, Wyoming approached us for a meetings marketing strategy, we got excited – we always get excited. THIS is our bread-and-butter … one of our core services.
For Digital Edge, providing a strategy for smaller destinations comes with major opportunities to brand the DMO’s meetings sector and generate leads for the sales team. Our strategy involves an in-depth site visit and audit along with analyses on competition, meeting product, SWOT and much, much more.
When we visited Casper for our on-site audit, we were able to see and experience the nuances of the town through the eyes of a planner. We discovered that although the destination did not have the hotel or convention product to compete with larger tier one destinations, it did have its own unique selling angle: beautiful and expansive Wyoming landscape.
With landmarks such as Casper Mountain and the North Platte River (a body of water that’s on every diehard angler’s bucket list), it was evident that Casper could be a giant playground for outdoor and blue-collared associations as well as groups and industries that have a little salt and little grit. Compared to other overcrowded and urban metropolises, Casper had real backbone.
The i’s, Dotted. The t’s, Crossed.
After the site visit, we presented our marketing strategy for Casper’s meetings campaign. They signed on for a promotional campaign with a custom landing page, digital media marketing, a monthly promotional email, social media marketing and content writing.
We promoted the “Site for the Senses” giveaway along with Casper’s meeting and outdoor assets through display, remarketing, Facebook, LinkedIn and a monthly promotional email. Our creative and copy efforts for these campaigns really honed in on Casper’s outdoor features and promoted the destination as “A Meetings Destination with Backbone.”
Since the longevity of a campaign’s creative can lead to ad burnout with an audience, we refreshed the creative across all channels in June (after six months of run time), including an update to the landing page. The adjustment reawakened Casper’s audience and improved engagement and conversions for the months to come.[/vc_column_text]
A veteran in Destination and Hotel Sales and Marketing, Shirley utilizes her expertise to develop services that assists DMO’s in research, generating leads and increasing awareness for the destination’s meetings product and experiences.