Case Study: Historic Coast Culture

BACKGROUND
North Florida’s St. Johns County is a historic and cultural wonderland. Known as America’s “Historic Coast,” the county was first settled by the Spanish more than 450 years ago. Today, visitors from all over the world flock to St. Augustine, Ponte Vedra, and the Beaches to soak up the sun, sand, and centuries’ worth of sights and experiences.

ASSIGNMENT
Improve Historic Coast Culture’s Social Media performance through a more diverse plan focused on engagement and testing. Test social media marketing based on platform, content, and geography to inform future strategy.

RECOMMENDATION

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RESULTS
The social media strategy was a prominent part of the overall media mix in  FY 2018

  • Historic CoastCulture.com visits driven by Social Media = 151,153
  • Total Conversion Events = 9,266
  • Itinerary Downloads = 1,174
  • Outbound Links clicked to Arts, Culture & Heritage websites = 8,092