More than one million social media users saw a City of Delaware statewide marketing campaign launched over the summer to promote all that the city has to offer.
The City’s largest-ever campaign was in partnership with Destination Delaware, the Delaware County Visitors Bureau. It promoted the City’s “Best Hometown” designation by Ohio Magazine in 2021. The effort came as Delaware increased a push to welcome visitors to its retail, parks and natural resources and special events.
The digital campaign ran June through September. Destination Delaware used its digital channels to ensure the messages reached state and regional travel audiences.
Destination Delaware Executive Director Tim Wilson and City of Delaware Community Affairs Director Lee Yoakum built the campaign around four themes: Family Fun, Adult Getaway, Outdoor Adventure and the Little Brown Jug harness race. Tying all four themes together was Delaware’s Best Hometown designation by Ohio Magazine. It was the City’s second such award, having also earned the designation in 2007.
“We had fun with it,” Yoakum said. “We emphasized the ‘2-time state champs’ angle and then incorporated all the best of Delaware that makes us a best hometown. Tim and his team then did a fantastic job getting our digital message noticed.”
The City of Delaware spent $5,000 on the campaign. The messages were seen by nearly 1.5 million people but when reviewing the results, several other key metrics stood out: 31,400 link clicks were generated at a rate of 6 percent, much better than the national average of 2 to 5 percent.
“Not only was the City of Delaware seen by over a million viewers, but the content was compelling enough to encourage the viewer to click on the ad to gather additional information,” Wilson said
The cost per click was only $0.16. The national average is $0.90, Wilson said.
“We wanted to generate the best return on investment for the City and that number demonstrates our commitment to doing just that,” he added.
Top performing messages included:
• “A one-tank trip to Ohio’s Best Hometown for a weekend away with the family! The City of Delaware is only a short drive away and full of new adventures. “
• “Ease back into the school year with a family fun weekend getaway! The City of Delaware is calling your name!”
• “Get outdoors this summer. The City of Delaware, Ohio, voted the Best Hometown by Ohio Magazine, has 24 parks and 20 miles of trails ready to be explored!”
• “Calling all foodies! A weekend full of seasonal beers, food, desserts and coffee are in driving distance. Plan your trip to the City of Delaware, Ohio.”
The City of Delaware and Destination Delaware first partnered in 2020 on a successful CARES Act Campaign.
“The City and Destination Delaware will continue to work together to provide viable and cost-effective marketing that promotes visitation, economic vitality, economic development and community pride,” Yoakum said.
Original source can be found here.
