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IOP ATAX 3/26 Presentation Outline

  • [Slide] Who: Intro to Port City: Who we are and what we do overall
    • We’re a top Charleston Creative Digital Marketing Agency, helping clients overcome their biggest marketing challenges. 
    • We offer specialized services like Web Design, Logo & Branding, Brand Strategy, Social Media Marketing, Photography, Videography, SEO, Paid Advertising, and Email Marketing. 
    • Our portfolio includes working with global brands both large and small, enhancing their Creative Marketing strategies.
  • [Slide] What: Purpose of the Presentation
    • The ATAX Advisory Committee and the CVB have asked the IOP Chamber and Port City Media for reports on how they’re using the budget. These reports show how the money is helping the city grow and improve. 
    • Here’s my analysis, using evidence to show how the marketing budget is creating great opportunities for the Isle of Palms.
  • [Slide] Since December 2022, we’ve worked with various Chamber Board Members organizing updates, from monthly Chamber news and meeting details to event updates, business and non-profit spotlights, new member introductions, and speaker information. 
  • [Slide] We make sure this news reaches everyone through the different channels we oversee
    • These efforts are all about promoting:
      • Membership growth and support for new and current members.
      • Increased engagement with events, communication, and activities.
      • Bringing more visitors to Isle of Palms to help our local economy.
      • Highlighting our businesses and lifestyle to showcase everything our island has to offer.
    • While we can’t track the exact rise in tourism spending, our work has clearly led to a noticeable increase across the board.
      • Here are the numbers to show how our work is contributing to our overall goals starting from the foundation and working out way out:
  • [Slide] Step 1: Website Updates – Foundation of our Marketing Strategy, everything we do is to drive traffic to the site
    • Online Member Management
      • By maintaining the feed, we’re supporting new and current members by bringing awareness to local businesses and community members
      • Which fosters membership growth by providing the benefit of these featured highlights
    • Event Feed Population
      • Events feature new and current members in turn supporting their businesses
      • This also increases engagement within the community for local residents
      • Brings more visitors to the island to participate in events and activities contributing to stimulating the local economy from increased tourism spending
      • Adds to the colorful fabric of the IOP Lifestyle showcasing what the island has to offer
    • SEO-Optimized Blog Posts
      • Posts highlight new and current members in turn supporting their businesses
      • Cover Isle of Palms events and news significantly enhancing site visibility attracting more visitors. 
      • This strategy not only introduces them to the businesses but also familiarizes them with key members of the community.
    • General Site Updates – ensuring accurate information and enhanced functionality all around
      • Content edits, photo swaps, etc…
  • [Slide] Step 2: Email Marketing – Internal Chamber communication for New & Current Members
    • Working with the Chamber to organize information for the month and releasing it in monthly newsletters for members
      • Meeting info, speakers, new members, featured non-profits, & upcoming events
    • Chamber Meeting recap emails to share information with members who were unable to attend them meeting keeping everyone in the loop
    • Gather stats of increase over time, avg open rate, avg click rate
      • 115 Members, 70% Open Rate, 10% click rate
  • [Slide] Step 3: Social Media – Localized outreach spreading information from the website to the local community for both the Chamber and DiscoverIOP Social accounts
    • Creating and sharing posts for Chamber News, Events, Blog Posts, Island Lifestyle, New Member Announcements, Current Member & Non-Profit Info
    • Interacting with the community by liking, commenting, sharing, and messaging local businesses as a form of true Social Networking around the Island
    • Highlighting the area on what makes IOP special to visitors
  • [Slide] Step 4: Photo & Video
    • Our production team documents lifestyle content and events to show the vibrancy
    • Sharing them across the website, email marketing, social media and paid ads to maximize viewership and engagement.
    • In the future, we’d love to shoot a series of 2-3min island promo videos similar to the Folly Beach Campaign
      • Featuring local businesses, restaurants, community members, etc… to share on the site, social media, and YouTube
      • What makes IOP unique and why more visitors need to explore the island
  • [Slide] Step 5: Paid Google & Social Ads Enhanced Google and Social Media Ads to achieve a wider audience reach by targeting specific demographics and geographic locations with tailored messaging.
    • Running ads for Membership information and local events
    • Targeting within a 50mi radius of IOP, pushing for more members and/or event engagement, driving in more tourism dollars
    • Total impressions, total clicks, CPC?
    • Last 365 days: 142k impr, 10.8k clk, $0.67 CPC
      • Membership Ads 87% imp, 96% clk
      • Events 13% imp, 4% clk
    • Social media impressions on paid ads (organic too?)
      • Paid Social: 582k imp, 15k clk (1.6%)
      • Best Post: Virtual Vacation, 27k im, 850 clks (56% of all)
  • [Slide] The Final Result: Site & Social Traffic – A surge in the number of visitors accessing the chamber’s website and engaging with its social media platforms
    • Google Analytics total visitors, increase over time, avg time on site?
      • Last 365 days: 29k site visitors
        • Sources  –  Social: 41%, Paid: 34%, Direct: 16%, Search: 14%
    • Traffic source? Referral, organic, direct
      • Organic: 191k impr, 3k clk
      • Searches: IOP Chamber, Events, Golf Cart Rental
  • [Slide] Tourism Metrics
    • What has been the impact on tourism?
      • We can show digital marketing reach, clicks, account follower and email marketing growth, new chamber members, etc…
      • Do you have any reporting on tourism impact from a business growth, monthly tourism spend, STR bookings, etc…? What numbers can you access to show tourism growth?
    • How do we link our Marketing Efforts to increased Tourism Revenue?
      • Any kind of internal reporting tools you have access to, let’s put our heads together and brainstorm some metrics we can share
      • I’ll be leaning on you for access to this data, or direction on how/where to find it
  • [Slide] Conclusion:
    • I truly believe that by working together, we’re setting up the Isle of Palms Chamber of Commerce for some exciting growth ahead.
    • I know you’re all busy volunteers juggling businesses and family time, both here and away.
    • So, unless you tell us otherwise, we’ll keep going with our current plan to make things easier for you and help our organization run more smoothly.
    • Bennett Coleman, Founder & Creative Director, Port City Media
    • info@portcity.co   •   843.410.8173