Strategy
The latest versions of Coffs Coast’s marketing collateral included revitalising the website and the Destination Coffs Coast: Place of Plenty publication. Our content marketing strategy focused on three key areas – user experience, calls to action and value – to further evolve Coffs Coast’s print and digital footprint.
We started by identifying different audiences and tailoring the user experience to best meet their needs. We did this through the creation of unique pieces of content focused on these markets.
Optimising the content strategy for printed collateral was also very important, as was the need to deliver a user experience online that matched the destination itself.
For the website, we examined the calls to action we wanted each audience to take, the micro-conversions (actions to be completed) – eg sharing content, clicking to call, registering interest, downloading a brochure. Finally, we looked if there were any optimisations required to grow engagement.
Also top of our list of priorities was ensuring the site functioned well across all devices.
In terms of adding value, the benefits of using Coffs Coast collateral needed to be clearly visible to a user. For example, to educate users to know that online they can easily plan their own personalised visit and save and share it all for free then this is a great value proposition. By adding partner content from other sources has boosted credibility of the collateral, e.g. reviews, blogs by travel influencers, or suggestions from locals, further adding value to the collateral. Cross promotion of various collateral was also part of our strategy.
