Acworth, GA Builds a Destination Brand - Fenning Marketing
15352
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Acworth, GA Builds a Destination Brand

Category
Tourism, Government, Consumer
About This Project

Research, brand development, full integrated marketing program: advertising, digital, social media, content marketing.

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

FMG is now in its fifth year of partnership with Acworth Tourism. 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. Paid search marketing has yielded an average of 7% CTR. Acworth has collected awards and southeastern recognition for its success in building a vibrant tourism destination.

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