East Tennessee Crossing Scenic Byway got an amazing gift last year from the Tennessee Department of Transportation: a grant to fund improvements in communications, a communications makeover! Step In Communication was asked to assist those efforts in two areas. We brought fresh eyes on their social media and website, together with our partner Gray Public Relations.
Challenge:
This organization was stretched thin. Driven by a handful of volunteers, they had numerous other duties which prevented them from focusing on the Byway’s communication assets. As the busy spring and summer season approached, it was the perfect time for a refresh in order to drive visitation to the towns and attractions along the Byway.
Approach:
We approached this project by rapidly absorbing key information, including several guiding documents on the Byway and its recommended management. We knew that we needed to be mindful that whatever we created could be maintained in the future. After an audit of all the communications channels, we recommended relaunching the Instagram channel, a page launch strategy for the website and a focused content calendar for social media and blogs. Our PR partner in this project, Amy Gray PR, focused on regular blog content to get the site noticed.
Solution:
We implemented consistent names and descriptions across all platforms. We gave potential visitors a deeper experience on the website with content about the breathtaking scenery, nearby attractions, seasonal activities and rich history of the area. A consistent calendar of new content completed the picture of this scenic byway. Finally, we incorporated compelling images from a professional photo shoot to create an updated and varied brand library.
Results:
- Significant improved for users who visited the website with rich and relevant content.
- Increased visibility to the site capturing higher levels of organic search traffic.
- Increased users, page reach and engagement on Facebook and Instagram.
- Most importantly, our work shifted their audiences to focus on visitors to the area.