TESTIMONIAL
“I would like to thank the Goss Agency and the Tourism Development Authority Staff and Board for their work in the creation of our new brand and logo. This logo will accentuate the implementation of our long term strategic plan. This plan will be instrumental in guiding us into
the future.”
- Ken Stahl, Haywood County Tourism and Development Authority Chairman
CASE HISTORY
CHALLENGE
The first ever official branding campaign for the 208-year-old county. Haywood County’s 555 square miles has four small towns, none of which had appeal on their own to be a main attraction. When coupled with the other amazing cultural, outdoor, and agritourism experiences, the County had the potential to be the attraction, especially in an age with travelers, especially millennials, seeking “things real.” The Haywood County TDA hired The Goss Agency to execute its branding and marketing plan, which included visitor, stakeholder, and competitive research, brand positioning, logo/tagline, marketing plan, website,
and digital ad campaign.
SOLUTION
Execution of:
- Branding Program
- Logo/Tagline
- Strategic Marketing/Media Plan
- Social Media Strategic Plan
- Highly-targeted display ad campaign designed for each of the nine affinity target profiles to which the diverse Haywood County features applied
- New Mobile Responsive Website
- Visitor’s Guidebook/Collateral
- Monthly Monitoring/Reporting
- Execution of Pinterest’s new “Rich Pin” boards, allowing visitors to do self-guided mobile tours through the Pinterest app
RESULTS
Some highlights from the results of the
Haywood County TDA campaign:
- 154% Web Traffic Increase
- 49% Increase in Traffic to Website from Display Ads
- 36% Increase in Display Ad CTR
- 83% Increase in Twitter Impressions
- 48% Increase in Twitter Followers
- 48% Increase in Instagram Followers
- 89% Increase in YouTube views
- 21% Increase in YouTube subscribers
- 44% Increase in Pinterest Followers
- 20% Increase in Room Nights