Door County Visitor Bureau Social Media Case Study

The Door County Visitor Bureau (DCVB) was looking to partner with an agency to oversee its social media content creation and community management initiatives for the 2014 calendar year. The Bureau recognized that the consistent and timely use of social media communications is a key driver to increasing Door County’s online awareness, especially with its primary target audience: 35- to 55-year-old women, and expanding that target to include Millennials and Gen Xers.

  • Increase visitors to Door County
  • Increase traveler revenue and “heads in beds” among DCVB members
  • Raise awareness of destination among key segments
  • Stimulate growth of social communities
  • Increase social engagement
  • Reinforce brand

B+L developed and implemented an active and consistent social media marketing plan, which steadily grew DCVB’s activity amongst their social communities, increased online engagement and attracted more awareness of Door County as a leisure travel destination. Tactical elements complimenting the strategic plan included:

  • Key performance indicators (KPIs) and success metrics definition
  • Social media 12-month content calendar creation
  • Cross-channel social media content creation (paralleling brand messaging and tone of voice)
  • Day-to-day community management
  • Real-time social and reputation monitoring, tracking and reporting
  • Social media campaign development

RESULTS

Community Growth:

page likes 41%
followers 31%
followers 70%
followers 48%
followers 46%

Engagement:

page impressions 28%
page engagement 79%
impressions 80%
image likes 289%
daily impressions 48%
page views 104%

Results are based off of 6 months of activity, April 1 – October 1, 2014