Driving. Results. Daily.
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Case Study: Passing a $576 million bond referendum for flood protection
In 2021, The City of Virginia Beach Communications Department was tasked by City Council with developing an educational campaign for a $567 million flood protection program that would be placed on the election ballot. Below is an overview* of the campaign and how staff strategically brought partners to the table to develop an award-winning, memorable…
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Case Study: Tourism Recovery During COVID-19
The following case study below of Virginia Beach’s summer 2020 tourism success story during COVID-19 was authored by Bill Hanbury, the Virginia Beach Convention & Visitors Bureau’s Executive Advisor, in collaboration with the CVB Marketing Communications team, Orange142, Robby Wells with I AM OTHER and FINN Partners. Over the last three months, Virginia Beach has…
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Success Tip: Using Data to Drive Demand During Recovery
A mix of old and new data tools can help tourism experts today develop fluid marketing plans during a pandemic.
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Crisis Communications: Are We Learning From Others?
Taking the time to read case studies is critical for communicators before disaster strikes.
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Modern Day Guide to Measuring Social Media Performance
Despite its importance, I believe social media evaluation is one of the least understood components for leadership. Social media content influences awareness and consideration by 53 percent and is considered a primary means of inspiration/data gathering across generational cohorts (Source: FutureBrand). For destination marketers, social media monitoring and effectiveness is fundamental to brand strategy and…
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Steps to Successful Advocacy Planning
All advocacy plans are not created equal. Or should they be? Here are some planning tips for starting your next tourism advocacy campaign.
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Tips for Writing Tourism Business Plans
You’ve been asked to write it. Here’s where you start.
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Why Your City Brand Matters. A lot.
Quick – what comes to mind when you think of [insert city name]. Um, that’s your brand.
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Marketing in the Age of Ad Blocking
Advertisers- specifically agencies- today must evolve in order to stay relevant with changing consumer behavior and technology. The Wall Street Journal (Baker 2016) documents several existing challenges in the world of marketing today: the prevalence of fake web traffic, lack of trust between clients and agencies as agencies receive kickbacks from media buys and even…
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Ethics Around Corporate Free Speech
Was your social post the official corporate stance? Think twice.
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Case Study: Switch to UCG Improves Engagement
Switch to UGC and Influencers Dramatically Improves Social Engagement for Coastal City Research shows that 85 percent of consumers find visual user generated content (UGC) more influential than brandphotos or videos. Roughly 30 percent of the time millennials (a major target audience for Virginia Beach) spendconsuming all media is spent on UGC. In 2017 and…
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Case Study: Lifting NYC Arrivals
Travel Agency-Turned-Escape Room Themed Popup Gives New Yorkers theUltimate Virginia Beach Experience; Lifts New York Arrivals The Virginia Beach Convention & Visitors Bureau (CVB) Marketing Communications team was tasked with shiftingperceptions and raising awareness of the destination among media and consumers in the key market of New York City,particularly with Gen X and millennial families.…
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Case Study: Look Book Innovation
LEAN Principles Applied to Marketing Efforts Lead to Innovative Ideas Marketing initiatives can contribute significantly to an organization’s innovation strategy. Innovation activities for marketingcan include testing new ideas, engaging stakeholders in new ways, developing new solutions based on digitaltechnologies and rethinking an organization’s approach to partnerships. The following example shows how creating aculture of innovation…
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Case Study: Data Proves Passion for History Drives Arrivals
The CVB Marketing Communications team uses trends and insights in their data to identify and find solutions for media and content development strategy that influences visitor arrivals. The marketing and leadership team wanted to test digital campaign strategy surrounding five lifestyle travel pillar messaging, known as “passion pillars” (arts/entertainment, history, outdoors, culinary and craft beer),…
Let’s drive results together.
Tiffany M. Russell, APR, CDME 