CASE STUDY
Developing The Yolo Countryside from the Ground Up
Overview
As a marketing consultant for The Yolo Countryside, my goal was to establish the brand and destination by highlighting the unincorporated areas of Yolo County. While cities like Davis, Winters, and Woodland were already well-known, there was a significant need to educate and raise awareness of the charming countryside scattered throughout the county.
Strategy & Execution
Despite the challenges, I approached the project strategically:
Social Media Presence: I launched the brand's Instagram to establish a strong visual identity and showcase the region's beauty. This provided an opportunity to creatively portray Yolo Countryside's unique offerings and helped lay the foundation for our brand.
Website Launch: In my second year, we launched yolocountryside.com, carefully crafting the user experience and organizing the sitemap to highlight the area's agritourism offerings. This helped guide visitors through the region's diverse attractions.
Other Social Media Channels: We expanded our social media reach by launching a Facebook page and TikTok account, gaining a solid following across all channels. We also launched a Pinterest page to enhance our website's SEO as well as expand our reach and inspire travel to the Yolo Countryside.
Advertising Strategy: I developed an advertising strategy with a focus on brand awareness and conversion. By incorporating the marketing funnel, we could target and retarget audiences with compelling messaging, leading to successful conversions.
Influencer Collaborations: I developed an Ambassador program to discover, connect and collaborate with influencers in an efficient way. Our partnerships provided valuable organic reach on social media, resulting in five successful partnerships. Their trips are archived on our Instagram page.
Results
Through these initiatives, The Yolo Countryside has seen significant growth in brand awareness and engagement across all channels. Since 2021, there has been a notable 52% increase in total trips to the destination, along with a 36% increase in visitor days. By highlighting the unique experiences and attractions of the region, we have successfully positioned Yolo Countryside as a must-visit destination, attracting more visitors and extending their stays.
