Lead Generation & Strategic Storytelling for Experience Grand Rapids
Digital marketing for tier 2 cities’ meetings & conventions business takes a layered digital strategy and consistent storytelling.
See how an enticing lead-generating promotion + digital storytelling has driven conventions business interest to Grand Rapids, MI, for the last five years.
Author: Kerrie Yancey
THE NEED
Experience Grand Rapids needed a meetings marketing agency to provide an effective digital approach to their group business marketing efforts. They needed an agency that would:
• understand Tier 2 destination marketing for M&C business
• anticipate their sales team’s needs and deliver on-time marketing
• recognize the specific needs of their growth segments
• effectively tell the ‘meetings side’ of Grand Rapids’s story, showing how groups benefit from its size and offerings
• complement past and current owned-media efforts
• carry out new and effective owned-media strategies
THE PARTNERSHIP
Throughout our half-decade of work with Grand Rapids, we’ve helped drive national meeting interest and booked business for the destination, leveraging their unconventional convention package and destination appeal – like their exceptional walkability, river city culture, airlift and awarded beer scene, to name several.
We honed and showcased their unique identifiers to key planner audiences through strategic campaigns and consistent storytelling – all creatively executed and supported by sophisticated design, digital media management, intentional content and extensive sales support.
THE CAMPAIGNS
Lead-Generation Campaign2017-2022
Experience Grand Rapids’ Sales Webinar2019
Experience Grand Rapids’ Virtual FAM Tour2020
Email Automation Series
PROJECT HIGHLIGHTS
- Always-On Digital Media for Campaigns (Social, Display, Retargeting)
- Act-On Email Automation Series
- Sales Webinar – Suite of Services
- Virtual FAM Tour – Suite of Services
- Medical Meetings Evergreen Content
- Trade Show Email Communications
- Website Audit & Strategy
- Attribution & Reporting
ASSET & DELIVERABLE HIGHLIGHTS
- 10 Landing Pages
- 100+ Monthly, Trade Show, Campaign & Automation Emails
- 130+ Social Distribution Posts
- 4 Trade Show Geofencing Campaigns
- 1 In-Market Site Trip
- 1 Campaign Promotional Video
Key Metrics
10M+
Total Media Impressions
2,175
Total Campaign Leads
127,764
Pageviews to Campaign Landing Pages
9,100+
Meetings Site Pageviews from Digital Edgeʻs Landing Pages, Emails & Paid Social
“Digital Edge helped Experience Grand Rapids extend our digital marketing efforts targeted to meeting planners. . . . Their assistance expands the capacity of our internal team without adding team members.”
–Janet Korn, CTA, Senior Vice President, Experience Grand Rapids
