Small Tourism Community Makes Big Marketing Gains

The Lower Wisconsin Riverway Communities, an organization of numerous communities along the Wisconsin River and at the heart of the famed Driftless region, contracted Signalfire on two different occasions in 2016 and 2017. Lead by the largest community’s chamber of commerce, Visit Boscobel, Signalfire provided a host of services that included creating a brand from a provided logo, website development, graphic design, social media management, email marketing, blog writing, state tourism co-op management, paid content advertising, pay-per-click advertising, and organic SEO services. Signalfire also assisted Boscobel in providing data for the grants needed to further fund the program.

The team at Signalfire helped us create a stunning activity guide for our community and surrounding area. Since the guide had never been created before, there was an enormous amount of information gathering and content development required in addition to graphic design and editing. Their talented team guided us through the process and helped make a very difficult first-time project painless and very successful. – Eric Swan, Marketing Committee Chair, Boscobel Chamber of Commerce

In 2016, Signalfire began with developing a refreshed brand, a new website, and a printed tourism guide for Boscobel. Additionally, Signalfire developed and executed the content, social, and email strategy for the busy 2016 summer season. This involved:

  • Complete management of Facebook, Twitter, Instagram, and Pinterest
  • Monthly email campaign
  • Development of blog content with keyword researched themes intended to drive fresh search traffic to the website
  • Collaboration with Wisconsin Department of Tourism, Travel Wisconsin, and the co-op opportunities
  • Performance reporting for future grants

 

In January 2017, Visit Boscobel returned to Signalfire after receiving another Department of Tourism Grant. The grant was focused on developing a six-month marketing program to continue the marketing efforts started in 2016. Signalfire provided:

  • Development of detailed strategy
  • Content planning, research, writing, and scheduling
  • Use of professionally produced video as well as re-editing of raw footage for social media use
  • Comprehensive management of Facebook, Instagram, and Pinterest
  • Management of advertising budget including social media promotion, paid content placement, state co-op, outdoor advertising (billboards), and pay-per-click efforts
  • Monthly email blasts to subscribers

 

The results at the end of the program included:

  • Significant increase in brand awareness in the Chicagoland and Madison regions
  • Region showed $2MM increase in tourism spending compared to beginning of program
  • Nearly 250% increase in website traffic
  • Almost doubling the Facebook community
  • Creating and fostering a successful Instagram following

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