Research, brand development, full integrated marketing program.
Acworth, GA is a picturesque town (pop. 22,000) located 30 miles NW of downtown Atlanta. Thanks to city government and citizens, has experienced impressive economic and residential growth in the last decade. In mid-2014, Acworth partnered with FMG to attract more visitors and tourism dollars to the City and local businesses.
The suburbs/exurbs surrounding Atlanta are rich with “day-cation” destinations. Professional sports, major lakes, mountains, parklands, and many attractive and historic downtown areas with shops and restaurants dot the landscape.
Faced with a rich and varied competitive landscape, Fenning Marketing Group (FMG) conducted a quantitative research study to understand current awareness of Acworth, its location, and its stature among popular local tourist destinations.
FMG crafted a brand vision which focused on not just the tourism “assets” that the City possessed but also the emotional experience that people had when they visited.
Next, FMG designed a multi-year marketing plan and managed execution of an integrated program to build the Acworth Destination brand, and grow tourism dollars.
While only in year one of the multi-year program, the City has seen increases in tourism-related revenues and anecdotal feedback from businesses has been strong. Tactical marketing successes included increases in Web traffic of over 80%, substantial increases in social media followers, and amplified media coverage.