Overview

In 2015, Visual Media Co. was commissioned by the Maury County Convention and Visitors Bureau (CVB) to develop and implement a comprehensive marketing plan aimed at enhancing the region's destination branding, boosting tourism, and spurring economic development. This case study explores the strategies and outcomes of the plan, highlighting Visual Media Co.'s expertise in community engagement, rebranding, and data-driven adjustments.

Objectives

Visual Media Co. set forth two primary objectives in the marketing plan:

1. Reignite Local Pride and Engagement: Through rebranding and positive storytelling, the plan aimed to foster a sense of pride among Maury County residents and encourage them to participate in promoting the county.

2. Attract and Retain Visitors: By updating the CVB's logo, website, and marketing materials, the plan sought to appeal to both new and returning visitors, offering them a memorable experience in Maury County.

Strategies and Phases

The marketing plan was divided into three phases, each with distinct goals and benchmarks.

Phase I: Rebranding and Community Engagement

• Implementation of New Logo and Website: Visual Media Co. designed a new logo and website, featuring a calendar function and social media integration to enhance user engagement.

• Highlighting Key Attractions: Our marketing efforts focused on three main areas: Arts & Entertainment, History, and Recreational/Eco Tourism.

• Rebranding Antebellum Homes: We rebranded all instances of "Antebellum Homes of Tennessee" to "Experience Maury County" or "Maury County Visitors and Conventions Bureau."

• Social Media Campaigns: Visual Media Co. leveraged social media to spread the new branding, engaging the community through giveaways of t-shirts, stickers, and other promotional items.

• Business Collaboration: We encouraged local businesses to link to the new site and use the new logo to create a unified branding message.

• Tourism Advisory Board: We facilitated the formation of a Tourism Advisory Board to guide and support the implementation of the marketing plan.

Phase II: Enhancing Marketing Materials and Community Events

• Revamping Printed Materials: Visual Media Co. began updating brochures, flyers, and other printed materials to reflect the new branding.

• Email Campaigns: We created an email list and developed a targeted email campaign to keep potential visitors informed and engaged.

• New Festival Planning: We initiated plans to create and implement a new festival aimed at attracting tourists and showcasing local culture and attractions.

Phase III: Consolidation and Evaluation

• Continuous Improvement: We continued collecting data on visitor demographics and preferences, using this information to refine marketing messages and improve visitor experiences.

• Assessment and Adjustment: Visual Media Co. assessed the effectiveness of the marketing efforts and made necessary adjustments to ensure the continued success of the campaign.

Outcomes and Impact

The marketing plan led to several notable outcomes:

• Increased Tourism: Visual Media Co.'s strategic rebranding and targeted marketing efforts resulted in a significant increase in tourist visits and spending in Maury County.

• Enhanced Local Pride: The campaign successfully reignited local pride, with residents actively participating in promoting their county.

• Economic Development: The influx of tourists and the new festival contributed to local economic development, benefiting businesses and creating new opportunities.

• Improved Visitor Experience: The continuous collection and analysis of visitor data allowed us to tailor experiences to meet visitor preferences, enhancing overall satisfaction.

Conclusion

Visual Media Co.'s marketing plan for the Maury County Convention and Visitors Bureau serves as an exemplary case study in destination branding, tourism, and economic development. By involving the community, utilizing modern marketing techniques, and continuously adapting based on data insights, the plan achieved its goals and set a foundation for sustainable growth and development in Maury County. This project highlights Visual Media Co.'s capability to transform regional tourism and drive economic progress through innovative marketing strategies.