SEO, Content, Site Design, Social Media, Membership Management, Digital Strategy
During 6 years we provided digital marketing strategy for the New England Inns & Resorts association located in Massachusetts. The association promotes small inns and resorts across the New England region, acting as a CVB or destination marketing association and receives funding from it’s members. The majority of our work with NEIRA included SEO, Content strategy, technical website strategy, and social media. Our goal was to increase the number of people seeing NEIRA’s members on their website and ultimately convert those visitors into leads for the hotels that are association members. The tourism association marketing strategy was two pronged with one part being geographically focused content and the second part being the ‘things to do’ segment where we created new content around family friendly events, weddings and events, fall foliage, and other regionally important topics.
During a 5-year stretch, NEIRA consistently increased the total number of leads generated for their – several hundred members – by at least 21%. Additionally, they saw an increase in SEO driven traffic each year and for each of the 6 New England states. NEIRA also invited Scott Fish, the founder of 32° digital (now Off Road) to speak at their annual members conference, providing valuable information about digital marketing as a benefit for their members.
Member Based Tourism Association Internal Communications
In addition to drive qualified leads for members we were also tasked with creating a membership marketing plan and messaging strategy. It was important to let the NEIRA members know how they were doing – some were more engaged and active in viewing their member reporting dashboard, while others needed to be shown the information in a different way.
We created monthly content that talked about the SEO, PPC, Social Media, and Content marketing that was being completed in an effort to promote the New England region. Additionally we worked with the executive team to create educational workshops at the annual membership conference. These workshops established strong relationships within this tourism association and gave members direct access to experts in the digital marketing industry.