Expertise
- Social Media Influencer
- Search Engine Marketing
- User Experience Design
Industry
Benchmarking e-tourism analysis for Carlsbad as a destination to drive visitor growth
Visit Carlsbad came to us looking for a team who could help them to understand how they perform across key digital channels including their own website, paid media and organic social.
The challenge
Visit Carlsbad wanted to understand the current performance of their own digital presence including Social, UX and Paid Media. They also wanted a review of the competitor landscape for local destinations to inform a series of recommendations to allow them to begin a World Class destination marketing programme.
Gaining an understanding of their current brand awareness and visibility was key as well as knowing that they were spending budget in the most effective way to get the best ROI. Concluding the project with an audit of their own website was key to define any areas of improvement for conversion and to ensure a best-in-class user experience.
The solution
We kick started our partnership with Visit Carlsbad with an in-depth immersion session with internal stakeholders to understand their business, challenge and objectives. Following this, we conducted an integrated audit that covered three key focus areas where Visit Carlsbad have already invested resource:
Their own website
Paid media channels including Google Adwords
Organic social media
This comprehensive approach ensured that we covered key avenues of traffic generation for the client, as well as giving optimisation guidance so that the website is in the best position to convert the traffic sent.
We contracted Logic+Magic to help us perform an audit on our owned and paid channels. They did an amazing, thorough job that exceeded our expectations with a deep dive analysis of identified objects directly relating to our field of business. The additional takeaways on potential improvements and performance increases helped take these channels to a higher level of performance.
The impact
Our in-depth approach provided Visit Carlsbad with a complete overview highlighting key opportunities of growth.
Key takeaways from the audit highlight platform opportunities across organic social and paid media as well as the content types to focus on. This key information uncovered in the audit now provides Visit Carlsbad with a new focus, ensuring they maximise their marketing efforts in order to reach new users and that those users are able to convert when arriving on the website.
To ensure Visit Carlsbad had actionable insights, we also included findings and recommendations from the audit that the client could implement straight away.
