Aiken, SC - Marketing Plan

Aiken, South Carolina

MARKETING PLAN

You're Invited

WELCOME TO AIKEN, SC

Welcome to Aiken, South Carolina, where our invitation extends beyond a destination – it’s an immersion into our captivating world of gracious hospitality, unique equestrian lifestyle, and a spirited tradition of carefree leisure.

Our newly developed brand, You’re Invited, reflects the inclusive nature and warm spirit that defines Aiken, inviting visitors to not only explore our offerings, but to embrace the traditions that have shaped our remarkable culture. More than an invitation, it’s gentle guidance that encourages our guests to fully appreciate and engage with the authentic Aiken experience.

As we look forward to the future, our goal is clear: to inspire our visitors to fully embrace the Aiken lifestyle. This marketing plan outlines not only our commitment to showcasing Aiken’s distinct qualities, but also to fostering a genuine sense of belonging and connection. By aligning the plan closely with the Visit Aiken Brand Strategy, we can focus our marketing efforts on economic impact, brand appeal, and collaborative efforts. We recognize that the Aiken community is the heartbeat of Visit Aiken and our efforts will be most effective when they benefit all parties.

Our success will be measured through Key Performance Indicators, ensuring alignment with Visit Aiken’s marketing goals and contributing to the destination’s economic vibrancy.

In this plan, we market more than a destination, we craft an unforgettable experience.

“You’re Invited” Community Brand Launch Plan

Objectives

• Launch Visit Aiken’s new brand and You’re Invited marketing campaign to local tourism stakeholders and the local Aiken community.

• Foster a sense of ownership and enthusiasm for the brand among these groups.

Audience

The greater Aiken community, City of Aiken employees, tourism stakeholders, and targeted media & industry partners.

KEY COMMUNITY LAUNCH MESSAGING

You're Invited: Emphasize the tagline "You're Invited" as a rallying call, conveying the inclusivity, welcoming spirit, and sense of belonging that define Aiken's brand.

Budget Allocation

Include funds for the following Community Brand Launch elements (as well as any other identified elements):

01.

MARKETING MATETIALS

Brand collateral, including printing costs for brand pillar- specific and other visitor-facing brochures, banners, and promotional items.

02.

MEDIA OUTREACH

Media engagement, press releases, media kits, and promotional materials.

03.

MUNICIPAL BRANDING

Signs, wayfinding, and street flags.

Success Metrics

01.

WEB ANALYTICS

Measure local website visits and engagement metrics to assess local interest and impact from the launch.

02.

SOCIAL MEDIA METRICS

Track engagement metrics, follower growth, and post performance to gauge the effectiveness of social media efforts.

03.

BRAND SENTIMENT ANALYSIS

Analyze online mentions and brand sentiment related to the launch.

Brand Launch Strategy & Communications Calendar

Phase One

Phase Two

SEP-DEC 2023

Pre-Launch Preparation & Brand Training

Phase Three

JAN 2024

Community Brand Launch

MAR 2024 - ONGOING

Ongoing Engagement

Phase One PRE-LAUNCH PREPARATION & BRAND TRAINING

Brand Migration

• Update all assets, including digital and print materials, to incorporate the brand’s new visual and storytelling elements.

• Postcards & Visitor Guides

Community & Media Digital Toolkit Development

• Brand Guidebook: Logo usage, color palette, typography, and messaging for consistent brand representation across all communications.

• Key Messaging Document: Document outlining core messages, brand essence, and the vision behind the brand launch.

• High-Resolution Assets: High-quality logos, photography, video, and other visual assets that align with the brand identity for use by community members, media, and influencers.

Develop Collateral Materials

• Branded Merchandise: Design and produce branded merchandise like T-shirts, tote bags, and stickers that reflect the brand's visual identity.

• Print Materials: Develop printed collateral such as foam-core boards, brochures, banners, and/ or posters that convey key brand messages and encourage brand recognition.

• Signs & Street Flags: Update signage, wayfinding, and street flags in key visitor-facing areas around Aiken.

Negative Feedback Plan

• Response Framework: Develop a clear and concise response plan for addressing negative feedback or criticisms promptly and professionally on a case-bycase basis.

• Spokesperson Designation: Specify the individuals responsible for addressing feedback, both internally and externally.

• Eric Gordon & Casey Lozon

Internal Brand Launch

• Introduce tourism partners, city employees, and other stakeholders to the new Visit Aiken Brand. Highlight the ‘why’ behind the rebranding process and share about the methods used to obtain input and feedback.

• Reinforce that the brand will be officially launched to the community at a later date and that this is an internal release.

Brand Introduction

• Introduce the new brand to tourism partners, city employees, and other stakeholders. This introduction should include the Community & Media Toolkit and encourage continued distribution within individual city departments or tourism partner organizations.

Website Audit

• Launch a website engagement campaign inviting select community members, tourism partners, and stakeholders to explore the updated website.

Social Media Plan

• Platform Selection: Choose social media platforms based on your target audience’s preferences and engagement patterns.

• Content Calendar: Develop a content calendar with diverse content formats, such as videos, images, stories, and user-generated content.

• Community Engagement: Foster engagement by responding to comments, encouraging usergenerated content with branded hashtags, and running contests or polls.

Phase Two

COMMUNITY & MEDIA BRAND LAUNCH & ENGAGEMENT

Media Engagement

• Press Releases: Distribute well-crafted press releases detailing the brand launch, highlighting key messages, and showcasing the brand’s visual identity.

• Media Kits: Include access to the Community Toolkit as part of all media engagement, including in the invitation to the Launch Event.

Stakeholder Engagement

• Tourism Partner Program: Engage with existing Tourism Partners to positively represent the brand and engage with different sectors of the community.

• Collaborative Projects: Initiate collaborative initiatives between city departments, businesses, and community groups that align with the brand’s messaging.

Influencer Engagement

• Regional Influencers: Identify and collaborate with regional bloggers, content creators, and influencers who have a strong connection to Aiken and can authentically promote the brand.

• Branded Experiences: Offer influencers unique brand experiences, such as guided tours, cultural events, or behindthe-scenes access to Aiken’s attractions.

• User-Generated Content Campaign: Encourage influencers to create and share content that showcases their personal experiences while aligning with the brand’s message.

Community & Media Digital Brand Release

• Develop an inclusive digital guest list that includes city employees, tourism partners, local businesses, media representatives, bloggers & influencers, and community members.

• Utilize Tourism Partners for help planning and promoting the release, as well as creating positive brand impressions.

• Provide branded merchandise as giveaways (SWAG, raffles, contests, etc.), such as t-shirts, water bottles, tote bags, and other memorable items to keep attendees engaged and excited. Make sure to include Tourism Partners on this list as incentive/ gratitude for their efforts.

Content Development

• Local Stories: Create compelling narratives that showcase Aiken’s history, culture, and unique personalities to engage visitors emotionally.

• Human Interest Features: Highlight heartwarming stories of community members, businesses, or initiatives that reflect the brand’s essence and engage the intended audience.

Content Creation Challenge

• Launch a contest encouraging tourism partners and the Aiken Community to create and share content that reflects the essence of the Visit Aiken brand and the You’re invited campaign.

• Showcase the best entries on various social media platforms.

Partnership Collaboration

• Initiate collaborative projects with partner organizations that align with the brand’s values.

• Highlight these projects to demonstrate the brand’s impact on the community.

Phase Three ONGOING BRAND ENGAGEMENT

Regular Updates

• PKeep stakeholders informed about the brand’s progress, impact, and any update to the established guidelines.

• Share success stories and feedback from visitors and community members to reinforce the brand’s value.

Feedback Mechanism

• Establish a feedback loop where tourism partners and community members can provide suggestions and insights for improving the brand’s effectiveness.

Our Ideal Visitor

Identifying the City of Aiken’s ideal visitor is a foundational aspect of the Visit Aiken Marketing Plan, and an identified priority of Visit Aiken.

By carefully defining the characteristics, habits, and demographics of our target audience, we aim to craft a tailored and easily-accessible visitor experience that resonates deeply with their preferences.

Understanding our ideal visitor allows us to strategically design campaigns, messaging, and amenities that not only attract our target audience, but genuinely engage and fulfill their expectations.

As we develop marketing strategy for Aiken, we will find success in linking our brand goals with our ideal visitors. By deliberately tailoring our marketing approach to reflect the core essence of our brand strategy, as well as our ideal visitor, we create a connection that feels genuine and offer a personal invitation to experience Aiken’s distinct charm.

We’ve identified four visitor personas that embody the diverse interests and characteristics of those most likely to visit the City of Aiken.

We’ve identified four visitor personas that embody the diverse interests and characteristics of those most likely to visit the City of Aiken.

Each persona reflects a different aspect of Aiken's appeal, allowing us to customize our marketing strategies and speak directly to these specific groups, ensuring our message not only reaches, but resonates with the right audience.

SOUTHERN SWEETHEARTS

Meet the Southern Sweethearts, one of Aiken’s ideal visitors. Composed of couples seeking a romantic escape, the Southern Sweethearts enjoy the charm and grace of Aiken’s hospitality. Predominantly from neighboring drive markets, this demographic represents an upper-middle class to highincome status.

Distinguished by their penchant for refined experiences and a desire to create cherished memories, the Southern Sweethearts are drawn to Aiken’s distinct blend of history, culture, and natural beauty. Enamored with the City’s equestrian legacy and vibrant arts scene, they seek a retreat that seamlessly blends sophistication with gracious hospitality.

This persona places a premium on visually attractive, relaxing, and unique experiences, appreciates upscale amenities, and finds joy in the tranquility of Aiken’s landscapes. From scenic strolls through Hopelands Gardens to exploring Hitchcock Woods, they value the balance of leisure and exploration that Aiken effortlessly provides.

Demographics:

Couples, empty-nesters

35 - 65+

Three-hour drive radius, Charlotte, Atlanta, Columbia, Greenville

Interests:

For the Southern Sweethearts, Aiken's culinary scene is a highlight of their romantic getaway. From candlelit dinners in upscale restaurants to cozy cafés, the city offers a range of dining experiences, each uniquely memorable. The blend of Southern gourmet and farm-to-table freshness ensures every meal adds to their unforgettable moments.

In essence, the Southern Sweethearts embody the spirit of Aiken, finding romance in every corner and creating a narrative of love and connection amidst Aiken’s natural splendors.

In essence, the Aiken Girls Getaway brings vibrancy to Aiken, infusing the City with laughter, shared experiences, and the joy of friendship. Aiken becomes not just a destination, but a backdrop to the creation of treasured moments during an unforgettable girls trip.

AIKEN GIRLS GETAWAY

Introducing the Aiken Girls Getaway (AGG), a vibrant group of girlfriends who embody the spirit of camaraderie and fun on their girls’ getaways to Aiken. Composed of a wide age-range of dynamic women, the AGGs are ideal visitors seeking a blend of adventure, connection, and relaxation. Typically hailing from nearby regions, this group represents diverse backgrounds and professions.

This persona values experiences that encourage connection and celebration, making Aiken’s arts & cultural events, appealing food & beverage offerings, and charming scenery the perfect backdrop for their adventures. The Aiken Girls Getaway find joy in exploring local gems, sharing stories, and indulging in the delightful flavors that Aiken has to offer.

Interests:

Distinguished by their lively energy and a shared passion for creating lasting memories, the AGGs are drawn to Aiken’s welcoming atmosphere and activities that cater to a girls trip dynamic. With a mix of shopping opportunities in downtown boutiques and laughter-filled evenings at local eateries, they seek a blend of entertainment and bonding opportunities. As a unique addition to a girls’ trip, the recreational equestrian opportunities in Aiken provide experiences that will strengthen friendships and add a touch of adventure and elegance to the visit.

Friend Groups, Related Females (MotherDaughter, Sisters, etc.)

35 - 65+

Three-hour drive radius, Charlotte, Atlanta, Columbia, Greenville

FAIRWAY FRIENDS

Introducing the Fairway Friends, a visitor persona dedicated to the pursuit of perfect shots and scenic greens. Typically composed of avid golfers, couples, or groups of friends, these enthusiasts are drawn to Aiken’s renowned courses and welcoming culture.

For this visitor, the Masters Tournament is not just an event, it’s a pilgrimage to the Holy Grail. The allure of Augusta National Golf Club, just a stone’s throw away from Aiken, beckons these enthusiasts, who often plan a stay centered around opportunities to play Aiken’s scenic fairways, as well as witness golfing’s elite compete on one of the world’s most revered courses.

Beyond the fairways, this persona explores Aiken’s charming downtown, engaging in local dining experiences and savoring the city’s vibrant art & culture scene. They appreciate accommodations with proximity to golf courses, possibly offering golf packages and facilities for post-round relaxation.

Hailing from various regions, the Fairway Friends seek more than just a simple round of golf; they crave an immersive golfing experience that only Aiken can offer.

Demographics:

RELATION

AGE

HOME

Couples, Multi-Generational Families, Single & Mixed

Gender Friend Groups

18 - 65+

Three-hour drive radius, Charlotte, Atlanta, Columbia, Greenville

Interests:

Whether novices looking to improve their swing or seasoned players aiming for the perfect putt, this persona values access to top-notch golf facilities and accommodations that cater to their needs.

EQUINE ENTHUSIASTS

Meet the Equine Enthusiast, an ideal visitor deeply passionate about Aiken’s distinct equestrian culture. This persona typically consists of individuals, couples, and families who share a love for horses, whether as riders, spectators, or simply admirers of the lifestyle.

During their stay in Aiken, the Equine Enthusiasts eagerly take advantage of opportunities to explore renowned Hitchcock Woods, either on foot or horseback. They appreciate the many horse-focused shopping opportunities, both functional and decorative, and make a point to regularly attend equestrian events. They value accommodations that cater to their needs, providing proximity to equestrian venues and possibly offering equine-related experiences.

Demographics:

Any 18 - 65+

Five-hour drive radius, farther for competitors RELATION AGE

HOME

Interests:

The Equine Enthusiasts find joy in immersing themselves in Aiken’s rich heritage, attending world-class equestrian events, and experiencing the city’s unique, horse-friendly culture. Hailing from both nearby regions and across the country, they appreciate the nuances of equestrian sport and seek a destination that echoes their passion.

The Equine Enthusiasts appreciate Aiken’s commitment to preserving its equestrian history, embracing the legacy of the Winter Colonists, and hosting events that celebrate the bond between Aiken and its four-legged friends.

Visitor Data

A detailed analysis was conducted to identify our ideal visitor with Aiken's target markets, utilizing a map based on a 3-hour drive radius to pinpoint communities with interests aligning with Aiken’s attractions, such as horseback riding, hiking, and arts.

The analysis used ESRI’s Business Analyst behavioral data and their Mean Participation Index (MPI), focusing on activities with an MPI above 100, indicating higher engagement than the national average. We’ve identified communities most likely to appreciate Aiken's cultural and natural offerings, from equestrian pursuits to a vibrant arts & culture scene, highlighting the broad appeal of Aiken to diverse visitor groups seeking adventure, relaxation, and cultural experiences.

Target Market Identification Variables

• Go horseback riding

• Go hiking or backpacking on a domestic vacation

• Attend a live theater performance

• Attend a live dance performance

• Attend a classical or opera performance

• Are willing to drive 3+ hours to shop their favorite stores

117 went horseback riding

148 went hiking on a recent vacation

102 prefer to shop local

115 went horseback riding

153 went hiking on a recent vacation

107 prefer to shop local

159 went to a live theater

Travel Trends & Research

Sports Tourism

Sports tourism is a dynamic and growing sector in the travel industry, and Aiken's renowned equestrian events place it at the forefront of this trend. With a rich history deeply rooted in horse culture, Aiken is a premier destination for competitors, equestrian enthusiasts, and sports tourists alike. As reported by The World Tourism Organization, sports tourism, which focuses on attending sports events and engaging with sports culture, is rapidly expanding. It is projected to see a growth of 17.5% from 2023 to 2030, marking it as a highly dynamic segment within the tourism industry.

The city's calendar is dotted with a variety of equestrian events, ranging from high-stakes polo matches and thrilling steeplechases to elegant dressage and show jumping competitions. These events not only showcase the skill and grace of both horse and rider but also offer a vibrant social atmosphere unique to Aiken. Competitors and visitors can experience the excitement of the races, the pageantry of the shows, and the community spirit that these events foster.

Promoting Aiken as a hub for sports tourism, primarily focusing on its equestrian events, aligns perfectly with the interests of a growing segment of travelers. This approach highlights Aiken's unique position in the sports world, offering visitors an opportunity to witness toptier equestrian competitions while enjoying Aiken’s famous hospitality.

Reference: https://www.msn.com/en-us/travel/news/thesports-tourism-trend-is-on-the-rise-here-s-how-to-planyour-trip/ar-BB1h7XMu

“In Your Backyard” Travel

The 'In Your Backyard' trend reflects a growing preference among travelers to explore hidden gems and attractions closer to home. This shift towards local travel opens up a world of discovery and convenience, and Aiken is a prime example of this trend in action.

Nestled in the heart of the Southeast, Aiken offers a perfect getaway for those looking to uncover the delights just a short drive away. It's a haven for visitors from nearby regions seeking a break from the everyday without the hassle of long-distance travel. Aiken’s rich equestrian culture, vibrant arts scene, and historic charm provide an ideal setting for a weekend escape.

From leisurely afternoons in the enchanting Hopelands Gardens to exploring the city's quaint downtown, Aiken caters to the 'In Your Backyard' traveler with its accessibility and variety of experiences. This trend aligns seamlessly with Visit Aiken's strategy, showcasing the city as a nearby haven that promises new discoveries and easy-toreach adventures.

Reference: https://www.southernliving.com/traveltrends-2024-8425002

Travel Trends & Research

Slow-Life Travel

The trend of slow-life travel is gaining momentum among modern travelers seeking to escape the hustle and bustle of daily life. This approach to travel emphasizes relaxation, deeper cultural immersion, and taking time to appreciate the smaller details of a destination. Aiken, with its serene landscapes and unhurried Southern charm, is an ideal location for those wishing to embrace this trend.

Aiken invites visitors to slow down and savor life's pleasures. From leisurely exploring the historic streets lined with majestic oaks to enjoying a quiet afternoon watching an equestrian event or wandering through the lush gardens of Hopelands, Aiken embodies the essence of slow-life travel. The city's laid-back atmosphere and rich cultural tapestry offer a perfect retreat for those looking to unwind and connect more intimately with their surroundings.

By promoting Aiken as a destination for slowlife travel, Visit Aiken taps into the desire for meaningful, relaxed experiences. It highlights Aiken’s ability to offer a tranquil escape where time seems to stand still, allowing visitors to rejuvenate and immerse themselves fully in the joys of leisurely exploration.

Reference: https://www.travelpulse.com/news/features/thetravel-trends-that-will-define-2024

Local & Authentic Experiences

In today's travel landscape, there's a growing desire for local and authentic experiences. Visitors are seeking destinations that offer a genuine taste of local culture, far from the beaten path of conventional tourism. Aiken perfectly embodies this trend, inviting travelers to immerse themselves in its distinct equestrian culture, authentic Southern charm, and long-standing traditions.

Aiken's allure lies in its authentic experiences: from the intimate equestrian events that echo the city's deep connection to horse culture, to the cozy, locally-owned eateries serving up traditional Southern fare with a modern twist. Each aspect of Aiken – be it strolling through its historic downtown, participating in local festivals, or exploring the serene beauty of its natural landscapes – offers visitors a chance to connect with the essence of the city in a way that’s both meaningful and memorable.

By highlighting these authentic local experiences, Visit Aiken not only taps into current travel trends but also invites visitors to experience a deeper, more engaging connection to what truly makes Aiken special.

Reference: https://www.prnewswire.com/news-releases/2023-traveltrends-us-travelers-aim-to-experience-destinations-as-locals-andcrave-more-authenticity-301678422.html

Travel Trends & Research

Embracing Nature & Outdoor Escapes

In an era where disconnecting from the digital world and reconnecting with nature is increasingly sought after, the trend of embracing nature and outdoor escapes has become more prominent. Travelers are seeking destinations that offer not just a break from their routine, but a chance to immerse themselves in the tranquility and beauty of natural surroundings. Aiken, with its lush landscapes and abundance of outdoor opportunities, perfectly aligns with this trend.

Aiken's appeal lies in its vast green spaces, from the sprawling Hitchcock Woods to the serene Hopelands Gardens. These locations offer a haven for hiking, horseback riding, bird watching, and simply soaking in the natural beauty. The city also boasts outdoor experiences that cater to a range of interests and skill levels, whether it’s a peaceful walk under the canopy of oak trees, a leisurely bike ride, or a scenic trail ride through an immersive urban forest.

By emphasizing Aiken’s natural and outdoor recreation opportunities, Visit Aiken taps into the growing demand for eco-friendly and healthconscious travel options. This trend spotlights Aiken as an ideal destination for those who wish to escape the hustle of everyday life and find rejuvenation in nature’s embrace.

Reference:

https://www.onlyinyourstate.com/usa/travel-trends-2024/

Marketing Goals & Objectives

2024 Marketing & Media Plan

01. INCREASE VISITOR ENGAGEMENT

Foster increased engagement with Aiken's target audience through strategic marketing initiatives. Utilize digital channels, social media, and targeted campaigns to create a vibrant online community, encouraging prospective visitors to actively explore Aiken's distinct offerings and share their experiences.

• Local Storytelling: Share unique stories about Aiken's history, culture, and people through blogs, videos, and social media posts.

• Interactive Social Media Campaigns: Create engaging content, like photo and trivia contests on social media platforms.

• Interactive Kiosks and Exhibits: Set up interactive kiosks or exhibits around the city that provide information and fun facts about Aiken's history, calendar events, and attractions.

• Utilize street flags to highlight local personalities and Invite visitors to visit Aiken.

02. PROMOTE SEASONAL EVENTS & FESTIVALS

Highlight and promote Aiken's diverse calendar of events and festivals throughout the year. Develop targeted campaigns for key events, leveraging various media channels to attract visitors to seasonal celebrations, equestrian events, arts festivals, and other cultural happenings.

• Themed Social Media Campaigns: Launch specific campaigns on social media platforms tailored to upcoming events, using hashtags and interactive content to engage users and track ROI.

• Local & Regional Influencer Partnerships: Collaborate with influencers to create buzz about events.

• Media Collaboration: Partner with local & regional newspapers, radio, and TV stations for event promotion.

• Targeted Online Advertising: Use targeted ads to reach potential visitors interested in similar events.

03. ENHANCE DIGITAL PRESENCE & USER EXPERIENCE

Elevate Aiken's digital presence by continuing to improve the official website and optimizing it for a seamless user experience. Implement robust SEO strategies, enrich online content, and integrate interactive features to ensure that the digital representation of Aiken is captivating, informative, and user-friendly.

• Interactive Content: Introduce interactive elements like AI chatbots, itinerary builders, and interactive maps highlighting key attractions.

• SEO Optimization: Employ SEO best practices to improve search engine visibility.

04. STRENGTHEN COLLABORATIVE PARTNERSHIPS

Foster strategic collaborations with local businesses, neighboring destinations, and regional tourism organizations. By establishing strong partnerships, Aiken can amplify its reach, create joint promotions, and enhance the overall appeal of the destination, positioning it as a must-visit location in the Southeast.

• Local Business Engagement: Continue to partner with local businesses for joint promotional and informational projects.

• Event Sponsorships: Collaborate with organizers of community events, offering marketing support in exchange for prominent branding opportunities.

• Educational Partnerships: Work with schools and universities to promote programming appealing to visitors.

• Share tourism data with both tourism partners and the Aiken community.

• Educate the local community about the impact of tourism in Aiken through speaking opportunities in partnership with local organizations.

• Redevelop the Aiken Ambassadors program.

05. MEASURE & OPTIMIZE MARKETING ROI

Implement a comprehensive system for tracking key performance indicators (KPIs) to assess the effectiveness of marketing efforts. Regularly analyze data to understand visitor trends, conversion rates, and engagement metrics. Utilize these insights to refine marketing strategies, ensuring a continuous improvement cycle for optimal return on investment (ROI).

• Data Analytics: Continue to implement tools like Google Analytics to track website visits, engagement metrics, and conversion rates.

• Visitor Feedback Surveys: Conduct surveys post-visit to gather insights on visitor satisfaction and areas of improvement.

• Social Media Metrics: Continue to monitor social media engagement and reach to assess the effectiveness of digital campaigns.

• Cost Analysis: Review cost vs. outcome of different marketing efforts to ensure that budget is allocated effectively.

• Partnership Assessments: Evaluate the success of collaborations with influencers, local businesses, and other partners to determine the value of their contribution.

2024 Suggested Marketing Campaigns

YOU'RE INVITED

Flagship Campaign

Timeline : Any

Audience : All

Aiken's diverse audience spectrum highlights its universal appeal. Each group discovers something unique in Aiken’s rich tapestry of history, culture, and natural beauty. United by Aiken's welcoming spirit, these varied personas all find their own slice of joy in this charming Southern city.

Campaign Guidance: Continue marketing Visit Aiken’s new brand, You’re Invited, in order to reinforce brand recognition. This campaign echoes the genuine warmth, captivating experiences, and authentic connections that define Aiken’s allure.

This marketing effort is a personal invitation to visitors to explore our equestrian legacy, vibrant arts & culture scene, and timeless landscapes.

Channels: Social Media, Digital Advertising, Print Advertising, Web Itineraries & Blogs

Video Content Recommendation: Update the current You’re Invited brand video to incorporate new footage and possible voiceover.

MESSAGING

You’re invited to explore Aiken’s rich equestrian legacy, dynamic arts and culture scene, and breathtaking landscapes. Experience the genuine warmth and unforgettable moments that make Aiken not just a destination, but a feeling of being truly welcomed.

YOU'RE INVITED

Enchanting Escapes

Campaign : Persona

Timeline : Any

Audience : Southern Sweethearts

The Southern Sweethearts, seeking romance and luxury, find their haven in Aiken's rich blend of history, culture, and serene landscapes. They indulge in the city's equestrian legacy and arts scene, relishing in the elegant dining options and picturesque settings.

For this audience, Aiken is an idyllic backdrop for creating cherished memories and experiencing refined, relaxing moments together.

Campaign Guidance: Highlight Aiken's unique blend of romantic settings, cultural richness, and equestrian elegance in all messaging. Use visually captivating content across social media and digital platforms to showcase Aiken as the ultimate romantic escape, where couples can create lasting memories in an atmosphere of luxury and tranquility.

MESSAGING

"You're invited to immerse yourselves in the romance and Southern elegance of Aiken. Experience the perfect blend of serene landscapes, rich culture, and equestrian charm for an unparalleled romantic getaway where every moment becomes a cherished memory."

Channels: Social Media, Digital Advertising, Print Advertising, Web Itineraries & Blogs

Web Content Recommendation: Develop a series of “Romantic Aiken” itineraries that guide couples through the city’s most enchanting spots, from quiet walks through Hitchcock Woods to sunset dinners in Downtown Aiken.

Aiken, for Fairway Friends, is not just a golf destination but a holistic experience, merging sport with local flavors and arts, appealing to a wide age range and diverse groups within a drivable distance.

YOU'RE INVITED

Tee Off In Style

Campaign : Persona

Timeline : FEB - APR (Masters) / MAY - JUN / SEP - OCT

Audience : Fairway Friends

The Fairway Friends, a blend of golf enthusiasts and groups, find their ideal retreat in Aiken's world-class golf courses and welcoming atmosphere. From the Masters Tournament aficionados to casual players, they all relish Aiken's golfing experiences, complemented by its charming downtown and vibrant cultural scene.

Campaign Guidance: This campaign is a celebration of Aiken’s rich history of golf & leisure, as well as the connections made on the course. It positions Aiken’s natural beauty as the perfect backdrop to an unforgettable golfing getaway.

Channels: Social Media, Digital Advertising, Print Advertising, Web Itineraries & Blogs

Digital Ad Content Recommendation: Capture golf-specific content using mixed gender (multiple couples) and all-male talent. Use footage to create campaigns aimed at both the Masters and to tie into Discover SC golf campaigns.

MESSAGE

Embark on a golfing adventure in Aiken, where every swing brings you closer to nature and every hole tells a story of tradition and friendship. Join us to tee off in style amidst Aiken's stunning landscapes and experience the camaraderie that makes every round unforgettable.

YOU'RE INVITED

Aiken Girl's Getaway

Campaign : Persona

Timeline : Any Audience : Aiken Girls Getaway

The Aiken Girls Getaway, a lively and diverse group of women, find their perfect mix of adventure and relaxation in Aiken's inviting atmosphere. They revel in the city's unique shopping, cultural & equestrian events, and culinary delights, cherishing each moment of connection and celebration.

For them, Aiken is more than a destination; it's a vibrant stage for creating treasured memories and strengthening the bonds of friendship.

Campaign Guidance: For the Aiken Girls Getaway campaign, focus on showcasing the vibrant and diverse experiences Aiken offers through engaging storytelling and vivid imagery that highlights the city’s unique shopping, cultural events, and culinary delights.

Channels: Social Media, Digital Advertising, Print Advertising, Web Itineraries & Blogs

MESSAGING

Pack your bags for an unforgettable Aiken Girls Getaway, where laughter fills the air and memories await at every corner. Join us for a journey of discovery, friendship, and indulgence in Aiken's vibrant culture and breathtaking scenery.

YOU'RE INVITED

Aiken’s Equestrian Legacy

Campaign : Persona

Timeline : FEB - MAR / SEP - OCT

Audience : Equine Enthusiasts

The Equine Enthusiasts, united by their passion for Aiken's rich equestrian culture, range from avid riders and spectators to admirers of the horse-centric lifestyle. They are drawn to the city's world-class equestrian events and unique culture, traveling from both near and far. During their stay, they delve into the equestrian experience, from exploring Hitchcock Woods to attending prestigious horse events, seeking accommodations that enhance their equinefocused visit.

This persona embodies a deep appreciation for Aiken’s equestrian heritage and the city's dedication to celebrating its long-standing equine connection.

MESSAGING

From the thrill of world-class equestrian events, to serene trails winding through Hitchcock Woods, Aiken beckons those who share a passion for the bond between horse and rider.

Channels: Social Media, Digital Advertising, Print Advertising, Web Itineraries & Blogs

Campaign Guidance: Saddle up for an in-depth campaign aimed at inviting one of our ideal visitor personas to explore our signature brand pillar.

Website Strategy

Site Improvements & Recommendations

INTERACTIVE VISITOR MAP

Introducing an interactive visitor map on the Visit Aiken website enriches the user experience and aids in the exploration of Aiken's diverse attractions. An interactive map offers a visual and intuitive guide, making it easy for visitors to locate points of interest, lodging, dining, and recreation.

With the ability to filter locations based on preferences, the map facilitates personalized planning and highlights the wide range of experiences available in Aiken. It's an essential tool for

Contents

Short Description of Visit Aiken

Staff Biographies

Visit Aiken Contact Information

Downloadable Logos & Brand Guide

Downloadable Assets/Image Collections

Links to Visitors Guides, Maps, Etc.

Aiken, SC Fact Sheet PDF

Press Releases & “In the News” Mentions

Story Ideas

engaging visitors from the moment they start planning their trip, promoting discovery and encouraging a deeper exploration of the city's distinct offerings.

This digital enhancement meets modern expectations for accessible and comprehensive travel planning tools, reflecting Aiken's dedication to hospitality and ensuring visitor satisfaction.

DIGITAL MEDIA KIT DEVELOPMENT

As Visit Aiken works to improve and extend their digital presence, the introduction of a digital media kit will enable seamless connections with media partners, influencers, and storytellers.

This kit should encapsulate the distinct appeal of Aiken, SC, and provide a snapshot of the unique experiences and offerings that await visitors. At its core, this media kit should be the first step in establishing a personal connection with Aiken and the Visit Aiken team.

While the options for inclusion in a media kit are endless, the Visit Aiken presence should be concise, easy-to-navigate, and full of upto-date and relevant information.

Evergreen Blog Editorial Suggestions

EVERGREEN BLOG TITLE

Social Media Strategy

SOCIAL MEDIA FRAMEWORK

Building effective digital marketing content - whether for Visit Aiken’s social media channels or other paid advertising opportunities - can be simplified by using this straightforward framework.

By choosing one element from each, Visit Aiken can proactively create content with a clear, strong message that speaks directly to your intended audience. This Content Framework should also help guide future content development decisions.

Choose One of Each:

01. Pillars

F Equestrian Lifestyle: Aiken’s Signature Identity

F Arts & Culture: A Tapestry of Creativity

F Nature & the Outdoors: Embracing our Natural Splendor

F History & Heritage: Preserving Aiken’s Rich Legacy

02. Factual/Strategic Messaging

F World-Class Equestrian Facilities, Events, & Culture

F Charming & Historic Downtown District

F Exceptional & Diverse Arts & Culture Offerings

F Abundant Opportunities to Connect with Nature (Gardens, Parks, Greenways, & Urban Forest)

03. Emotional Story/Hook

F Championing Tradition

F Nature’s Rejuvenating Power

F Carefree Leisure

F Memories Made Here

04. Audience

F Southern Sweethearts

F Aiken Girls Getaway

F Fairway Friends

F Equestrian Enthusiasts

Post Content Example

01 Pillar: Equestrian Lifestyle

02 Message: Abundant Opportunities to Connect with Nature

03 Story: Nature’s Rejuvenating Power

04 Audience: Aiken Girls Getaway

The view’s pretty nice from up here! Grab your girlfriends and head out for a trail ride through Hitchcock Woods, where you can experience 65 miles of dedicated trails passing through native Longleaf Pine forest, natural springs, upland bog, ephemeral streams, and ancient chalk cliffs.

Studies suggest that immersing yourself in nature – and the accompanying phytoncides, or essential oils, released by trees and plants – can bolster the immune system, lower blood pressure, and reduce levels of stress, anxiety, and depression.

Media Plan

DIGITAL MEDIA GOALS

1 2 3 4

Increase Awareness

Build stronger awareness for Visit Aiken utilizing multiple digital marketing tactics to various audiences/targets.

Increased Website Activity

Increase trackable website activity via multiple platforms, using a mixture of upper funnel, mid funnel, and lower funnel traffic.

Google Analytics Analysis

Show secondary attribution via review of overall traffic coming to the site. Can include Visitor Guide tracking.

Foot Traffic Attribution

Show short-term foot traffic & visits via Location Visit Reports showing device visits to the city limits, as well as individual Points of Interest.

TARGET AUDIENCES Media Plan

Couples Targeting

Include consumers that are married with varied interests that round out the audience.

Use 3rd party data to include behaviorally-targeted, interest-based audiences with culture & history, golf, and casual dining.

Use 1st party data to include devices that frequently visit arts & culturally historical places.

Girls Trip Targeting

Include female consumers with interests around wine, spas & wellness, and/or shopping.

Use 3rd party data to include behaviorally-targeted, interest-based audiences with shopping, saps & wellness, and/or shopping.

Use 1st party data to include devices that frequently visit arts & entertainment venues (theaters, concert halls, galleries, etc.)

Travel Intenders

Targeting consumers that have desired interest or are seeking travel destinations.

Use 3rd party data to include behaviorally-targeted, intent & interest-based audiences interested in travel.

Use 1st party data to include devices that are frequently seen in airports, hotels, and using travel apps.

DIGITAL MEDIA SOLUTIONS

• Cross Device, Programmatic Targeting: Upper funnel tactic that includes cross device display, pre-roll and full device, and mobile interstitials (include website retargeting).

• Mobile Device ID Targeting: Low funnel tactic targeting devices that have a high probability of converting (visiting).

TARGETED GEOGRAPHIC REGIONS

DMAs:

Charlotte, NC

Columbia, SC

Charleston, SC

Savannah, GA

Greenville/Spartanburg, SC

Athens, GA

City:

Peachtree City, GA

MOBILE DEVICE ID STRATEGY

Research shows that the majority of visitors to Aiken have a home location within a three to five hour driving radius.

• Custom Polygons: Custom drawn polygons allow for low-funnel targeting of devices that have visited high interest locations.

• Post-Campaign Reporting: Measurable Location Visit Report (LVR) provides monthly tracking of foot traffic into the area.

• True Lift Study: Measurable post campaign report comparing visitation of ad-exposed groups to a control group to determine overall brand lift.

Media Plan

KEY PERFORMANCE INDICATORS

01. Awareness & Clicks

This KPI is paramount in driving people to the Visit Aiken website for further interaction and consideration of the brand. The identified goal is to aim for above industry standard CTRs: .2% CTR for display, .35%+ for mobile device display, .75% for mobile interstitials, and 70% video completion rate.

02. Google Analytics

While optimization for Google Analytics is difficult to quantify, the ad serving mix can be adjusted if the bounce rate is too high or not enough time is spent on the site. Frequently, mobile device ID drives many clicks, but traffic may bounce quickly. Because of this bounce rate, both direct traffic and organic search traffic returning to the site should be analyzed to determine whether users are responding to ads served.

03. Location Visit Reporting (LVR)

Generally, the identified goal is to reach a cost per visit of less than $10. This, combined with tracking to specific points of interest within Aiken, reflects a positive ROI.

Destination Promotion Partnerships

Tourism Partner Strategy

The heartbeat of Aiken lies in the community - particularly in the organizations that make up its legendary heritage of genteel hospitality and its signature equestrian identity. These organizations, along with others play a pivotal role in shaping Aiken as a destination. By fostering partnerships with local businesses, artists, and cultural organizations, we can infuse authenticity into our marketing efforts and ensure that our stories are told by those that helped to write them.

This strategy encompasses joint marketing initiatives, collaborative events – and most importantly – ongoing dialogue to ensure clear communication between Visit Aiken and the public-facing organizations that will leave a lasting impression on visitors to our region.

OBJECTIVE: CELEBRATE LOCAL ARTISANS & BUSINESSES

ACTION ITEMS

F Identify local artisans, craftspeople, and creative businesses that encapsulate Aiken’s distinct character.

F Develop joint marketing initiatives featuring local products, services, and talents in promotional materials and advertisements.

F Host events that showcase the creativity and offerings of local entrepreneurs, fostering a sense of pride in the community.

OBJECTIVE: SUPPORT ONGOING TOURISM PARTNER OBJECTIVES

ACTION ITEMS

F Continue to invite representatives of visitorfacing businesses and organizations to become ambassadors and advocates for a sustainable approach to tourism in Aiken.

F Provide training and resources so Tourism Partners can effectively communicate how to share the newly-developed brand and accompanying resources, as well as all marketing initiatives.

F Encourage and incentivize ambassadors to participate in promotional activities, both digital and in-person.

OBJECTIVE: HOST COLLABORATIVE EVENTS

ACTION ITEMS

F Organize events that bring together local businesses, residents, and visitors to celebrate Aiken’s appeal.

F Collaborate with hosts of established and newly-formed events to support their efforts to promote Aiken.

F Incorporate community-driven activities into promotional campaigns, emphasizing the dynamic local calendar.

OBJECTIVE: FOSTER ONGOING DIALOGUE

ACTION ITEMS

F Establish a platform and/or system for regular communication and feedback between Visit Aiken, local businesses, and community members.

F Conduct meetings and/or feedback sessions to gather insights and address concerns.

F Implement feedback mechanisms to ensure that community perspectives shape ongoing marketing initiatives.

In conclusion, the Visit Aiken Marketing Plan sets forth a comprehensive roadmap designed to elevate Aiken's visibility as a premier tourism destination, harnessing the distinct blend of its rich cultural heritage, serene landscapes, and vibrant downtown spirit. Through targeted campaigns, digital innovations, and a deep commitment to authentic visitor experiences, we aim to not only attract a diverse array of visitors but also to inspire them to return time and again.

As we move forward, our focus remains on adapting to evolving travel trends, engaging with our community, and continuously improving our offerings to exceed the expectations of all who journey to Aiken. With a foundation built on strategic insights and a dedication to showcasing the best of Aiken, we are poised to welcome a bright future where our city thrives as a beloved destination for travelers near and far.

The Visit Aiken, SC Tourism Marketing Plan draws from insights and information provided to DbD by Q1 Media and the Visit Aiken staff. Their collaborative input has been instrumental in shaping our strategies to promote Aiken as a premiere tourism destination.

This Aiken, SC Tourism Marketing Plan draws from insights and information provided by Resplendent PR and Visit Aiken SC. Their collaborative input has been instrumental in shaping our strategies to promote Aiken's distinctive charm and appeal as a premier travel destination.

dbdplanning.com

dbdplanning.com

(828) 386-1866

(828) 386-1866