The Strategy:

First and foremost, we dove into GSC’s existing strategy and found that they were already on the right track. Our job would be to add bandwidth, strategic thinking and refine their existing strategies to make them even more successful. To do this, we analyzed their visitor data from the previous three years, examining geography and other patterns. We reallocated budget by geography to maximize reach in areas with the largest opportunity for quick growth at first, slowly building growth from other target areas afterwards. Then we focused on rebalancing their media mix to ensure they had a wide range of placement types. Any existing advertising outlets that remained were evaluated to ensure the placement was as high impact and visual as possible.

The Strategy:

First and foremost, we dove into GSC’s existing strategy and found that they were already on the right track. Our job would be to add bandwidth, strategic thinking and refine their existing strategies to make them even more successful. To do this, we analyzed their visitor data from the previous three years, examining geography and other patterns. We reallocated budget by geography to maximize reach in areas with the largest opportunity for quick growth at first, slowly building growth from other target areas afterwards. Then we focused on rebalancing their media mix to ensure they had a wide range of placement types. Any existing advertising outlets that remained were evaluated to ensure the placement was as high impact and visual as possible.

Next, we wanted to learn more about the cycle of visits the center experienced in the course of the year. In order to best allocate their budget, we needed to know which months typically yielded higher volumes of traffic. This was to strategically use those funds to create an even larger push during these high traffic months, as well as prioritize times when they had a big announcement, exhibit opening or event. Finally, we implemented greater usage of Facebook advertising. We began delivering a series of targeted campaigns to different audiences with specific CTAs throughout the year. These campaigns were aimed at increasing traffic to specific events and exhibits, while also raising awareness and driving more visits to their website.

Next, we wanted to learn more about the cycle of visits the center experienced in the course of the year. In order to best allocate their budget, we needed to know which months typically yielded higher volumes of traffic. This was to strategically use those funds to create an even larger push during these high traffic months, as well as prioritize times when they had a big announcement, exhibit opening or event. Finally, we implemented greater usage of Facebook advertising. We began delivering a series of targeted campaigns to different audiences with specific CTAs throughout the year. These campaigns were aimed at increasing traffic to specific events and exhibits, while also raising awareness and driving more visits to their website.

The media department had their own challenge: the diverse geography and demographics within this region. As our audience ranged from younger, more tech-driven consumers to older residents who might not be as digitally-inclined, we needed a media plan that covered all bases. To start, we designed billboards with high-impact creative located on major highways in and out of the Dan River region.

The media department had their own challenge: the diverse geography and demographics within this region. As our audience ranged from younger, more tech-driven consumers to older residents who might not be as digitally-inclined, we needed a media plan that covered all bases. To start, we designed billboards with high-impact creative located on major highways in and out of the Dan River region.