Social Media Archives - Travel Alliance Partnership

Driving Awareness Through Engaging Marketing Content

Tim Lindner — Wed, 24 Jan 2024 22:22:47 +0000

How this Case Study may be relevant to you: This example of work illustrates Break the Ice Media’s strengths in developing content that inspires travel to the American Southwest.

Areas of Focus: sports and events, leisure travel, international travel, group travel, value of tourism in the community.

We built awareness and inspired travel through targeted email marketing and social media efforts.

Photo Credit: Southwest Adventure Tours

Situational Analysis

Based in Utah, Southwest Adventure Tours (SWAT) creates tours and adventures in the American Southwest and beyond. Their mission is to allow their guests to build lasting memories by creating exceptional experiences that will touch their hearts, minds and souls. SWAT specializes in tours to National Parks and offers a range of trips and unique itineraries for everyone from the adventure seeker to the leisure traveler.

SWAT hired Break the Ice Media to grow the brand presence for consumers, travel agents and other tour operators through focused and strategic marketing efforts

The Challenge

Implement creative and cohesive marketing efforts to boost growth.

Photo Credit: Southwest Adventure Tours

Objectives

Increase YOY sales.
Increase open and click through rates on all email marketing.
Develop engaging marketing content that drives awareness.
Nurture relationships with travel agents and past customers to drive repeat business.

Strategic Approach

Enhance positioning for SWAT.
Carry out key messages through all channels.
Supplement messaging through targeting digital channels.
Determine personalized messaging for travel trade and past customers.
Follow best practices to improve email marketing.
Create inspirational story content in multiple formats.
Post regularly on social media channels.
Optimize web content for organic and referral traffic.
Share relevant content with travel agents to build strong relationships.

Photo Credit: Southwest Adventure Tours

Tactics

Email Marketing: Send several emails a month targeting consumers, travel agents and tour operators.
Social Media: Utilize automated social media posting, rotating through several posts a week.
Reels: Create eye-catching reels that capitalize on trends and inspire travel.
Website: Ensure all tours are up to date on the SWAT website.

Results

First Five Months

44% open rate on consumer emails
2.3% clicks on consumer emails
21% increase in website traffic over the same period in 2022
Social media improvements compared to the previous five months:
- 8.4% increase in Facebook reach
- 41.3% increase in Facebook profile visits
- 12% increase in Facebook page likes
- 39.1% increase in Instagram followers
- 20.5% increase in Instagram engagement

Photo Credit: Southwest Adventure Tours

Result Highlights

Redesigned SWAT's email newsletter and started a dedicated and consistent email marketing campaign for three different audiences, sending 8 emails per month.
Developed 48 posts to promote National Parks, U.S. States, tour types and key messages.
Created quality reels to boost social media engagement and capitalize on current trends.

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The post Driving Awareness Through Engaging Marketing Content appeared first on Travel Alliance Partnership.

Funding a Capital Campaign by Connecting a Community

Tim Lindner — Sun, 24 May 2020 11:18:22 +0000

How this Case Study may be relevant to you: This project involved several tactics to engage the community and officials to bring attention and raise funds for a capital campaign project. From public relations and a social media contest, to event planning and a newsletter, we supported the campaign committee with mass outreach to the community that loves the park.

We earned 1.9 million PR impressions through 27 media placements, planned three press events and coordinated a contest on social media to curate user generated content.

Dedication by Governor Andrew Cuomo Photo Credit: Letchworth State Park

Situational Analysis

In early 2014, Letchworth State Park announced plans to build a new, four-season facility known as the Letchworth Nature Center. The park received a design grant for $288,000 through the New York Works Park Capital Improvement Fund and State grants. NYS Governor Andrew Cuomo also pledged his support by agreeing to match any funds raised by the park in a two-third share.

The Challenge

The Letchworth Nature Center Committee needed to raise approximately $2.1 million over the course of two years in order to be able to move forward with planning and construction. They needed to raise funds and build community support quickly to see this project take off.

Photo Credit: Letchworth State Park

Objectives

Increase awareness of the Letchworth Nature Center project.
Build attention for the public portion of the fundraising efforts.
Establish the need for public/private partnerships.
Position the Letchworth Nature Center as a leader in collaborative project development.
Drive the public phase of private fundraising efforts.
Build credibility for the project to assist the committee in securing major gifts.

Strategic Insight

Nostalgia & Connectedness.

750,000 visitors come to Letchworth State Park each year, many have been visiting the park since they were young and have strong memories made in the park. Our strategy focused around leveraging that emotional connection and encouraging the Letchworth community to “be a part of the story.”

Photo Credit: Letchworth State Park

Strategic Approach

Create a campaign to engage and excite the public and mobilize them to contribute.
Create interest at the local level through public relations, creating alliances with Chambers and service clubs and enlisting the help of business owners.
Leverage the reach of Letchworth State Park and partner communication channels to spark public interest.

Photo Credit: Letchworth State Park

Tactics

Public Relations: pitching, press releases, and media efforts to generate media coverage around major campaign milestones and construction updates.
Event Planning: campaign kick-off, groundbreaking and final ribbon cutting.
Leveraging Current Events & Opportunities: signage, booth coordination and messaging used at pre-existing park events, like the annual highly-attended Letchworth Arts & Crafts Show.
Newsletter: sent monthly to current and potential donors to share project updates and encourage continued support and giving.
Social Media Management: shared campaign updates on Letchworth State Park’s Facebook page to bolster already attentive fans and community.
User Generated Content: we developed a contest to collect and share audience stories and childhood memories of Letchworth State Park, further encouraging a sense of community. A winner was selected to win a stay at the Park's Glenn Iris Inn.

Results

The Letchworth Capital Committee reached their full goal:

Raised over $2.1 million dollars within the timeline
In July 2016, construction was completed of the Humphrey Nature Center at Letchworth State Park

Over $16,000 was raised just within three days of attendance at the Letchworth Arts & Crafts Show – showing the true impact that community had on the overall success of the campaign.

Photo Credit: Larry Tetamore

Result Highlights

Over 1.9 million impressions through 27 print and digital media placements directly mentioning the campaign.
8.4% growth of Letchworth State Park’s Facebook page.
Attendance at the groundbreaking by high-level state officials including Commissioner of Office of Parks, Recreation and Historic Preservation, Rose Harvey, and New York State
- Lieutenant Governor, Kathy Hochul gave speeches in support of the project.
- Attendance at the ribbon cutting event by New York State Governor, Andrew Cuomo.

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The post Funding a Capital Campaign by Connecting a Community appeared first on Travel Alliance Partnership.

Building an Arts & Culture Audience with Facebook Advertising

Tim Lindner — Fri, 15 May 2020 03:03:30 +0000

How this Case Study may be relevant to you: This regional program uses grant funding to reach potential visitors and residents to drive engagement and increase interest in visiting.

In its first 9 months, the campaign drove over 13,000 clicks to the website.

Situational Analysis

CNY Arts has been promoting, supporting and celebrating the arts in Central New York since 1957. The organization is actively working to attract visitors to the area to enjoy and experience the vibrant arts community.

The Challenge

In a crowded marketplace, CNY Arts needed to stand out as the one-stop for all arts and culture in Central New York. Needing to increase awareness of the brand and offerings, the organization applied for a 2019 Market New York grant to increase their marketing budget and ads.

Objectives

Drive visitors to the website.
Increase awareness of arts and culture in Central New York.
Increase engagement across social media channels.

Strategic Insight

CNY Arts is focused on supporting the arts industry throughout the Central New York region. The organization takes a stand that a healthy arts industry is essential to the quality of life and community in Central New York.

By spreading its message of the vibrant arts scene in Central New York, CNY Arts can continue to improve the quality of life and community for the region.

Strategic Approach

Break the Ice Media worked with CNY Arts to develop a targeted digital advertising campaign to draw on CNY Arts’ position as a promoter, supporter, and celebrator of arts and culture in Central New York.

Tactics

Create geotargeted Facebook campaigns to people within Central New York, New York State, and along the Rte. 81 Corridor to increase page likes, post engagement and website traffic.
Create retargeting digital ad campaign to deliver ads to previous website visitors and drive them back to the CNY Arts website.
Create and manage social media posting on the CNY Arts Facebook page.

Results

Results to Date:

In nine months, Facebook ads drove over 13,000 clicks to the website.

Retargeting ads drove over 1,800 return visits.

In total, the campaign garnered 3.6 million impressions.

Result Highlights

62% growth of CNY Arts Events Facebook page
Facebook ads reached over 645,000 people
Campaign garnered 3,619,783 impressions
Facebook ads drove 13,084 clicks to CNY Arts website
Retargeting ads sent 1,841 people back to CNY Arts website

Schedule a Consultation

The post Building an Arts & Culture Audience with Facebook Advertising appeared first on Travel Alliance Partnership.