VISIT TRUCKEE
Social Media Management, Content Creation
The Truckee Chamber of Commerce hired IDEAL WILD in March 2017 to manage and increase the social media presence of Visit Truckee while driving traffic from social platforms to their website and increase newsletter sign-ups. Our work with Visit Truckee has since evolved and focuses on lifting shoulder season (fall/spring) and midweek (Sunday-Thursday) visitation and attracting groups to fill lodging accommodations during soft visitation periods. While also supporting peak season visitation in order for lodging properties to have the opportunity to increase yield. Our plan targets higher quality visitors who are likely to stay longer, explore lesser impacted areas, alternative trails, and participate in activities besides outdoor recreation.
Results:
Brand Awareness: Ideal Wild created an ongoing social media strategy that incorporated active engagement in Visit Truckee's online community and targeted content campaigns surrounding Visit Truckee's core travel themes. The result was an increase in social media reach from 1.1M to 6.1M YOY, and an increase in impressions from from 1.9M to 11M YOY.
Organic Brand Awareness: The 18/19 fiscal year focused on organic brand awareness as opposed to utilizing paid advertising. Overall organic reach increased to 4M while organic impressions reached 8.7M, each increasing by 197% from the previous year.
Email Newsletter Sign-Ups: We introduced a Lead Generation campaign on Facebook and Instagram promoting the event based VISIT TRUCKEE E-Newsletter. The campaign was pushed to a highly targeted audience that aligned with Visit Truckee's ideal visitor. This campaign received 8,237 newsletter sign ups at the cost of $0.94 per lead. Coming in under our goal of $1.00 per lead. In addition, spring and fall travel giveaways were utilized to increase newsletter sign ups. During giveaway periods, newsletter sign ups cost $0.25 per lead.
Instagram Takeovers: In October 2018 we introduced Instagram “Takeovers” where local micro-influencers and local businesses created organic content and showed why Truckee is their Base Camp for a Big Life on the Visit Truckee Instagram. We produced 20 takeovers and notable Truckee businesses included FiftyFifty Brewery, Tahoe University, Coffeebar, Alpenglow Expeditions, High Fives, Truckee River Winery, Bespoke, Paul Hamill Photography. The project resulted in a 100% increase in engagements from 65K to 130K YOY.
Spring Off-Season Lodging: In Spring 2019, we promoted off-season, midweek lodging deals and specials with the $100 Cash Back Campaign on Facebook. This lodging campaign generated 5,394 click throughs to the $100 Cash Back webpage, reached 274,846 people and generated 28,393 engagements.
