Acworth, GA Builds a Tourism Brand - Fenning Marketing
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Acworth, GA Builds a Tourism Brand

Category
Government, Tourism
About This Project

Research, brand development, full integrated marketing program.

SITUATION

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.

APPROACH

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.

RESULTS

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.

  • New Tourism logo and identity system
  • Brand Print and banner campaign
  • Paid search advertising campaigns (AdWords)
  • Content marketing program
  • Collateral and way-finding brochure
  • Email opt-in marketing
  • Website redesign (in-progress)
  • Mini-events program
  • Social media programming
  • SEO