Executive Summary
Operating as the county's tourism arm, Pulaski County Tourism works closely with members of the community and local leaders to promote the area as a premier destination. Their marketing and advertising efforts are designed to increase awareness of everything the county offers its residents and visitors in the areas of real estate, business development, education, outdoor activities, sightseeing, recreational sports, collegiate sports, shopping, dining, and nightlife.
The Problem
Pulaski County Tourism had yet to implement a concrete media plan that was built using typical industry research methods and strategies, which often resulted in misplaced media buys and low viewer reach for their advertising efforts.
The organization’s website was also very dated and not cohesive, creating a poor perception of what this Southwest Virginia county had to offer. They were ready to create a new website and brand using a more unified look that felt welcoming and would appeal to their target audiences, community partners, and the businesses they helped promote. They also saw the growing need for a more accessible site with easy navigation and more interactive components for users to explore the area and interact with businesses from the tourism site.
The Solution
Pulaski County Tourism initially reached out to 5Points Creative (5PC) for their digital and media buying expertise. Knowing the organization needed to gain experience with media buying, 5PC worked with Pulaski County Tourism to find where they were most comfortable in the process and started there.
From this initial media buying partnership, a high level of trust and transparency was established with Pulaski County Tourism, and they have relied on 5PC to manage several other projects, including their website design and creation, marketing strategy, video production, media buying, marketing support, creative services, and project management.
Results
“We couldn’t do what we do without the 5Points Creative team behind us! We love our new website and receiving the Best of Digital ADDY for it was the cherry on top!” – Peggy White
New Site Launch Statistics
- Percentage of User Increase That Is New – 80% increase
- Users – 78% increase
- Direct Traffic – 74% increase
- Organic Traffic – 46% increase
The Problem
Pulaski County Tourism had yet to implement a concrete media plan that was built using typical industry research methods and strategies, which often resulted in misplaced media buys and low viewer reach for their advertising efforts.
The organization’s website was also very dated and not cohesive, creating a poor perception of what this Southwest Virginia county had to offer. They were ready to create a new website and brand using a more unified look that felt welcoming and would appeal to their target audiences, community partners, and the businesses they helped promote. They also saw the growing need for a more accessible site with easy navigation and more interactive components for users to explore the area and interact with businesses from the tourism site.
The Solution
Pulaski County Tourism initially reached out to 5Points Creative (5PC) for their digital and media buying expertise. Knowing the organization needed to gain experience with media buying, 5PC worked with Pulaski County Tourism to find where they were most comfortable in the process and started there.
From this initial media buying partnership, a high level of trust and transparency was established with Pulaski County Tourism, and they have relied on 5PC to manage several other projects, including their website design and creation, marketing strategy, video production, media buying, marketing support, creative services, and project management.
Results
“We couldn’t do what we do without the 5Points Creative team behind us! We love our new website and receiving the Best of Digital ADDY for it was the cherry on top!” – Peggy White
New Site Launch Statistics
- Percentage of User Increase That Is New – 80% increase
- Users – 78% increase
- Direct Traffic – 74% increase
- Organic Traffic – 46% increase
