150th Silver Spurs Rodeo | Work Portfolio

VALUE OF TOURISM

Experience Kissimmee

ABOUT

As the official tourism authority for Osceola County, Experience Kissimmee promotes Osceola County domestically and around the world to potential leisure, business, and sports travelers.

PROBLEM
Experience Kissimmee needed help in promoting the positive impact tourism has on locals' quality of life.

SOLUTION
With a marketing budget of $25,000, I worked alongside a dedicated account manager on placing and creating digital, traditional and social media buys.

IMPRESSIONS

3,416,863

CLICKS

57,210

8%

GOALS WERE CRUSHED

ENGAGEMENT

RATE

What were the
needle movers?

Promote The Facts That Audiences Care About

Working with Experience Kissimmee's latest economic impact study, five key stats were identified. We aligned those stats to a particular target audience and created branded static graphics that could be used in our media buys. That way, we were reaching the right audience with messaging that was important to them.

Reaching People Through Media They Consume

With four specific target audiences, a plan was developed with the CEO to create a media buy plan that would reach each persona through media they know and use. Based on each of their values and behaviors, this helped us tailor our messaging across each ad channel to optimize impact within each ad platform's specific parameters.

Aligning Organic Search With Paid Search

The Experience Kissimmee web team created a landing page for the Value of Tourism campaign. Myself and a dedicated marketing manager identified organic keywords and paid search terms that not just aligned with the campaign but ultimately ensured our Google search campaigns would be optimized for paid search, leading to click-through-rate of 4.3% throughout the duration of the campaign.