Springfield, TN - Marketing Plan

Marketing Plan photo credit: Cantrellus Photography

SPRINGFIELD TN – MARKETING PLAN

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Welcome to

springfield

“ Everyone has the right to live in a great place. More importantly, everyone has the right to contribute to making the place where they already live great.

FRED KENT

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SPRINGFIELD TN – MARKETING PLAN

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Strategy

Target Audience

David Kincaid Photography

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Marketing Strategy

Website Strategy

Action Steps

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Target Audience

Campaign Promotions & Media Planning

32 Launch Timeline

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12 Messaging

15 Social Media Strategy

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Destination Promotion Partnerships

Paid Media

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Messaging

Social Media

Contents 5

SPRINGFIELD TN – MARKETING PLAN

Real Tennessee

Real Legends 6

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SPRINGFIELD TN – MARKETING PLAN

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Strategy Marketing Goal: Establish Springfield TN as Real Tennessee; evoking Americana at its best and inspiring visitors to experience the historic Main Street, rolling farmlands, and well-preserved architecture of this inviting destination.

Plan Purpose: Marketing Guidance Marketing for Springfield, TN should inspire emotion and connect those emotions to factual messaging highlighting Springfield’s tangible and intangible key assets.

Creating a strong sense of place, or the emotional response inspired by a particular location or environment, is key to building strong and recognizable destination marketing.

Audiences should see the lifestyle story they want to live out.

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1.

Provide foundational marketing strategy and best practices, in order to give the Springfield, Real Tennessee brand a strong rollout and create implementation habits in-line with the operating capacity of the office.

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Provide insight into Springfield, TN’s visitor and demographic data, increasing ROI and ensuring all marketing and media buying efforts can be directly targeted.

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Provide messaging guidance for introducing the Springfield, Real Tennessee brand to the world, and generating brand awareness among target audiences.

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Provide a high-level approach to Springfield’s digital presence, along with guidance for setting up effective and highly-visible social media, website, and digital advertising efforts that will guide visitor traffic and bolster tourism efforts.

Lifestyle Storytelling: To maximize competitiveness, the DMO must assume the role of chief storyteller for the Town of Springfield and the surrounding area by assuming a lifestyle storytelling approach to marketing. Campaigns will highlight the elements making Springfield, TN an exceptional place, by showing the best of what life looks like in Real Tennessee. The audience should be able to imagine themselves in the variety of activities and experiences available here. The goal of this style of storytelling is to inspire the viewer and create a sense of place, prompting them to visit and experience it firsthand.

Real Experiences

@chappellacres

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SPRINGFIELD TN – MARKETING PLAN

photo credit: Sarah Hendrix

photo credit: @ngerde

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Target Audience: Geographic Markets:

Demographics:

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Residents of Nashville, TN & surrounding communities Residents of Bowling Green, KY and surrounding communities Visitors to Nashville, TN 2-3 hour drive market Urban centers in TN, KY, and other neighboring states

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Young and/or Multigenerational Families Couples (any age) Active 65+ (retired or semi-retired)

Interest Segments: Creative Escape Individuals, couples, and/or groups looking to disconnect from the fast-paced and performance-driven landscape of nearby Nashville and find a creative haven surrounded by the rural landscapes and slower pace of Middle Tennessee.

Outdoor Enthusiasts Individuals, couples, and/or groups interested in spending time outdoors - whether actively recreating or spending time immersed in nature.

Family Experiences Families searching for an authentic small-town experience with kidfriendly, hands-on, and screen-free experiences. Urban and suburban families may especially enjoy connecting children with interactive agricultural opportunities that demonstrate how and where food is grown.

Experience Seekers & History Buffs Individuals, couples, and/or groups searching for new or non-routine experiences; often accompanied by a love for a particular trend or activity: food, festivals, music, history, etc.

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SPRINGFIELD TN – MARKETING PLAN

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Messaging Effective messaging combines both tangible fact and intangible emotion. It is important to keep your messaging strongly rooted in the true details of what your destination offers and at the same time appeal to the emotions you would like to evoke from your target audience. This creates a truly effective campaign that brings in visitors excited to experience exactly what your destination has to offer.

Factual Marketing Messages: Springfield, TN and/or the surrounding area have a/an:

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Growing historic downtown community arts district, populated by vibrant local businesses and restaurants featuring the work of the many artists and makers who call this area home.

Emotional Story Themes: • Creative Retreat • Laid Back Landscapes • Core Family Memories • Land of History & Legend

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Engaging schedule of festivals and historic downtown events, including the popular First Friday markets held monthly in the Springfield Town Square Historic District.

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Strong agricultural influence, both historically and present day, with many interactive farms and U-Pick produce.

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Abundance of scenic rural landscapes featuring rolling farmlands, historic smoking barns, meandering rivers, and stunning seasonal views; located just 30 minutes outside of metro Nashville, TN. 12

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SPRINGFIELD TN – MARKETING PLAN

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4.

Social media Identity:

Posting Points:

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Instagram: @realspringfieldTN Facebook: @realspringfieldTN YouTube: @realspringfieldTN TikTok: @realspringfieldTN

Quality Image or Video Holiday or Day of the Week User Generated Content Social Media Trend Quotes, Sayings, Etc

Even if you aren’t ready to begin posting, it’s wise to grab all social media handles that you are interested in using as soon as possible.

HASHTAGS: #springfieldtn #realspringfieldtn #middletennessee #onlyintennessee #tennesseelife #tnvacation #madeintn #soundtrackofamerica #realtn #springfieldthing

Initial Setup: Instagram Bio: Explore Real Tennessee and discover the historic main streets, working farms, and joyful energy of Americana at its finest.

Link: Linktree or other Link-in-Bio tool Highlights: Events | Farms | Flavors | Real TN

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SPRINGFIELD TN – MARKETING PLAN

Best Practices:

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Establish an ideal posting schedule and stick to it! An effective schedule reflects the destination’s capacity for high-quality organic social media management and maintenance.

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Use a scheduling tool to pre-plan and compose social media posts. This allows the majority of social media management to be accomplished more efficiently and ensures the content stays on message.

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Utilize user generated content as much as possible. Consistently check tags and hashtags for appropriate images and information that can be shared through your channels. Make sure to ask permission and give credit to the creator for anything you use. For example: “Image used with permission of the artist, @destination_by_design.”

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As much as possible, drive traffic from social media to your website.

Consider using a Resources page as opposed to an external Link-in-Bio tool (although that tool may be necessary before a website has been developed).

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It’s best to be both a consumer and a producer of social media content.

To be a consumer, you can respond to and “like” comments on your posts frequently, as well as like, share and comment on other accounts. An easy way to accomplish this without getting lost in the scroll is to set an alarm for 15 minutes and spend that time engaging with your feed.

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Keep the accounts you follow fairly curated. This allows you to see posts that will give you content for sharing, provide relevant information, or network with other industry partners.

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Utilize as many features of your chosen social media platform as possible. For Instagram, this would consist of posts, stories, and reels.

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It may be helpful to keep commonly used snippets of text (such as contest rules and/or hashtags) in an easily accessible document so posts can be built quickly and accurately.

Contests: Social media contests remain one of the best ways to build engagement and generate content from users. Encourage followers to tag their posts with a specific hashtag to be entered to win a prize. Choose a hashtag that is unique to the contest so you can prevent sharing a post that has been coincidentally tagged.

You can advertise your contest on social media, inside of shops & restaurants, and through replies and DMs on social media. This contest can be ongoing, so there is no need to re-advertise constantly.

Suggested Contest: Ongoing annual contest identifying user-generated content with regular drawings for prizes from local merchants and restaurants. This is a great opportunity to reach out to Community Partners interested in sponsoring the contest.

Example: Spectacular sunrises are a #springfieldthing! Tag us in your best Springfield area sunrise pics for a chance to win a $25 gift card to @historicperk. #wokeuplikethis #springfieldtn #therealspringfield #middletennessee #onlyintennessee #tennesseelife #tnvacation #madeintn #soundtrackofamerica #realtn #therealspringfielddtn Contest Execution Tips: • Acknowledge that your [chosen social platform] contest or giveaway is not sponsored, endorsed, or administered by or associated with [chosen social platform].

• Include the name of the company hosting the giveaway or contest and co-hosts (prize donors).

• Include the dates the campaign will run, including time zone.

• Include participation guidelines such as age and location.

• Write clear guidelines on how to enter.

• Outline how and when the winner(s) will be chosen.

• Share details about how and when

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the winner(s) will be announced and how/when the winner should claim their prize.

Disclose details about how the prize will be delivered, including whether the recipient is responsible for delivery (shipping costs) or pick-up.

Include the following text “By using #hashtag, the contest entrant acknowledges their outright ownership of the image and gives permission for the image to be shared by @therealspringfield (or other chosen name).”

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SPRINGFIELD TN – MARKETING PLAN

Real Tennessee

Real Beauty 18

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SPRINGFIELD TN – MARKETING PLAN

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Website Strategy Itineraries & Tours Events Schedule Business Listings Blog

Best Practices • • • •

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An informative and up-to-date website is one of the most powerful tools a DMO can have at their disposal. Whatever your approach, updating your website should be a regular task. Make sure that the content is fresh and engaging, as well as highly informative, so that visitors to your site are able to quickly make decisions about what they would like to do and see during their time in Springfield.

Frequently update the site: blogs, itineraries, event listings, new business listings, etc.

Use SEO best practices when writing website content and blog entries.

Refresh site photography frequently and in-keeping with the season, if available.

Keep the site concise and informative. Avoid content overload so that visitors can find what they are looking for quickly.

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Use the Brand Pillars from the Framework to guide your destination’s website taxonomy. By creating a category that corresponds to each Brand Pillar, everything that is subsequently entered onto the website can be categorized as such: events, business listings, blogs, etc.

Landing Pages 20

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Top Level Navigation

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Taxonomy & Brand Pillars

Brand Pillars • Tennessee Culture • Natural Beauty • Innovation • Creative Arts • History & Heritage

Future campaigns will necessitate individual landing pages on the website. These pages can help highlight and track different campaigns, including social media advertising, influencer partnerships, and digital ad spend.

photo credit: @ngerde

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SPRINGFIELD TN – MARKETING PLAN

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Campaign Promotions & Media Planning Key Performance Indicators: - Business Metrics vs. Vanity Metrics Quantifiable metrics are important to track, but it’s not enough to simply look at a number without comparable data to qualify why that number matters. Vanity metrics refer to numbers that may look good on their own, however they have little impact on future strategy. A good example of this is many social media metrics, including number of followers and post ‘likes’. It is much more effective to look at the percentage at which each of these has increased – and even then, keep in mind that 100 highly engaged followers are much more valuable than 1000 apathetic ones.

Tangible vs. Intangible KPIs Tangible KPIs measure past performance while Intangible KPIs focus on the present and future of a metric. Both are important indicators of efficacy and performance, and should be given equal attention.

Tangible KPIs: •

Social Media Indicators: % Increase in followers, engagement, etc.

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Website Analytics

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Visitor Device Arrival

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Hotel Occupancy Rates

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Advertising Click Through Rates

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“Buzz” - While difficult to define, it is important to pay attention to the general sentiment surrounding your efforts. Are you hearing positive feedback from stakeholders in your area? What are visitors saying about the destination?

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Brand saturation throughout the destination

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Knowledge of the area and attractions by tourism industry employees

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Visitor experience

Digital Content Strategy: Building effective digital marketing content -- whether for your social media feed or paid advertising -- can be simplified by using this straightforward approach.

By choosing one element from each component, you proactively create content with a clear, strong message that speaks directly to your intended audience. These components include the Brand Pillars, Factual/Strategic Message, Emotional Story Hook, and Audience and are developed based on the Brand Framework.

Choose one of each

Brand Pillars: • • • • •

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Tennessee Culture Natural Beauty Innovation Creative Arts History & Heritage

Story Hook: • • • •

Factual Message: • •

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Creative Retreat Laid Back Landscapes Core Family Memories Land of History & Legend

Audience:

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Strong agricultural influences, both historic and present day.

Abundance of scenic rural landscapes and small-town charm just 30 minutes outside of metro Nashville, TN. Growing historic downtown community of artists and creative makers.

Full schedule of festivals and downtown events, many centered around the historic and scenic Downtown Square.

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Creative Retreat | Laid Back Landscapes | Core Family Memories | Land of History & Legend

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SPRINGFIELD TN – MARKETING PLAN

David Kincaid Photography

REAL FUN 24

Creative Content Plan: As you begin to build your content library, your Brand Pillars should provide thematic guidance to help tell your story consistently and with intention.

Consider how each piece of content fits into the Brand Pillars: • • • • •

Tennessee Culture Natural Beauty Innovation Creative Arts History & Heritage

Starter Content 1. Website Header Reel Video 2. Real Tennessee brand story - 30-second short form video highlighting Springfield and the Real Tennessee concept Highlights: Events | Farms | Flavors | Real TN

Timeline: Filming Dates: May 5th & 6th, 2023 - Farmer's Market Opening Day (Back-Up May 13th & 14th)

Approach: Video & Photography Features • U-Pick Farms: Strawberries, Blueberries, & Pollinators • Live Music at the Pancake Breakfast • Working Farms & Farm Stores • Smoking Barns • Farm to Table, Chefs at Work, Craft Cocktails • Greenway: Biking, Running, & Walking • River: Canoeing, Kayaking, Tubing • Bell Witch Cave • Legacy Golf Course

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SPRINGFIELD TN – MARKETING PLAN

6 Destination Promotion Partnerships Community Partner Strategy The best advocates for your brand and your destination are the local entrepreneurs and community organizations that make Springfield, TN and the surrounding area a unique and appealing destination. Artists & musicians, local farms, boutiques, restaurants, and all of the businesses and individuals participating in the visitor economy have a unique opportunity to participate in the destination storytelling efforts.

This effort can be mutually beneficial in that each entity can add to the storytelling efforts in a way that will grow the destination as a whole, as well as their individual businesses. Ensuring that all Community Partners can access tourism assets and are aware of opportunities to work together will increase both the quantity and quality of available and shared content.

Quarterly Community Partner Gatherings Hold regular training sessions for your Community Partners and encourage them to participate and help lead the gatherings. There may be an opportunity to align with other groups, such as the Chamber of Commerce, to create shared opportunities within the community. These gatherings are an excellent opportunity to focus on the following areas: • • • • • •

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Networking Opportunities Calendar Updates Collective Marketing Opportunities SWAG Headshots & Photography Co-Branding

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Advertising Cost Share New & Seasonal Brand Assets News and Updates from Community Partner Organizations Sales & Promotions New Menus/Offerings New Businesses

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SPRINGFIELD TN – MARKETING PLAN

Branding Toolkit Branded assets, such as logos, graphic design work, and high quality images are extremely valuable, especially to small businesses that may not have the resources to develop these assets on their own. Create a shared Google Drive or Dropbox folder to encourage widespread use of these assets to help tell a cohesive story. Make sure all Community Partners are aware of how and how not to use these assets.

Recommendations & Visitor Guidance

Partnering with TN Tourism:

All of your Community Partners should be well-versed in how to answer common visitor questions with authentic and correct information. Spend some time during your Community Partner training session covering the following:

A simple way to connect with TN Tourism and their extensive marketing reach is to create high-quality content that aligns with their marketing objectives and tag them on social media.

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Logos & Brand Assets Social Media Assets Photo & Video Library

Suggested Area Itineraries “Where should I go for (pizza, live music, a hike, etc.)?”

Local Business Recommendations and Endorsements

TN Tourism Social Media Opportu- Opportunities Outreach nities The @realspringfieldtn social media platform is a mutually beneficial way for Community Partners to interact with the Real Springfield audience. Encourage interaction with the brand on social media and make sure that all Community Partners are engaged.

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Post & Event Sharing How and When to Tag @realspringfieldtn

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Google Destination Optimization Program Rural Photography & Video Program Tennessee Cycling Program

Recommended Initiatives • Kid Reviewed • Discover Tennessee Trails & Byways • Retire Tennessee • TN Civil War Trail • TN Songwriters Week

TN Tourism Interest Segments: • Outdoor Enthusiasts • Families • Experience Seekers • Music Tag: @tnvacation Hashtag: #madeintn Check in with your TN Tourism representatives frequently to stay abreast of educational opportunities, marketing and advertising partnerships and co-ops, and networking events that will assist with moving your organization forward.

Influencer & Travel Writer Strategy Working with local, regional, and national social media influencers is a great way to leverage new au-

diences and creative content capabilities. This strategy will work best when the DMO proactively creates clear goals, a budget, and a tentative schedule for working with influencers.

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Identify, engage, and contract with specific online influencers who resonate with identified target audiences and interest segments.

Encourage these influencers to create content about Springfield and the surrounding area from their own perspective, documenting their experiences as they participate in activities throughout the region.

Partnering with these influencers allows the DMO to showcase the new Springfield, Real Tennessee brand to new audiences, while benefiting from creative and engaging content on multiple platforms.

Coordinate all influencer campaigns with paid social media advertising campaigns to drive traffic and gain new followers.

When choosing an influencer to work with, consider looking for the following: •

Location-based: accounts with large followings in targeted ar-

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eas, including metro Nashville.

Activity-based: accounts that highlight a specific activity or lifestyle you are trying to promote, including local food advocates, “mommy bloggers”, and history buffs.

Demographic-based: accounts that have followings you are trying to reach based on demographics and culture.

While cost can vary widely within the influencer industry, the unspoken standard is $100 for every 10,000 followers + expenses.

Alternatively, a popular formula used by many Instagram influencers is: Photo: Average price per IG post (cost per engagement, CPE) = Recent average engagements x $.14 Video: Price per IG video (CPE) = Recent average engagement x $0.16 Story: Price per Instagram Story = Recent average view x $0.06 A micro- or nano-influencer with the right following and niche may have more impact than a huge name with no real connection to your audience, so consider all of your options when choosing an influencer to work with. You want their work to be authentic and

highly engaging with your audience.

Reference: https://blog.hootsuite. com/instagram-influencer-rates/ Potential Influencers: @thenashvillemom @jasminekatrina @lauraleabalanced @thenashvilleiwishiknew @heywanderer

Travel Writers & Local Lifestyle Publications: Reach out to lifestyle magazines in surrounding metropolitan areas and invite them on an expensed getaway to Springfield, Real Tennessee. Encourage them to write about everything that makes the destination special, and provide them with talking points, detailed itineraries and any resources they need to discover the area.

Examples: • Nashville Lifestyles • The Nashville Edit • VIP Clarksville • Bowling Green Living

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Action Steps Brand Rollout & Implementation F PR- Distribute a press release detailing the new brand and your goals for the organization.

F Social media set up- Change social media and digital brand presence to reflect the new visual identity.

F Order Collateral- Create a physical brand presence by ordering stationary, updating signage, etc.

F Add the logo to the email signature of all staff members.

F Establish an internal level of brand awareness by scheduling time to present the brand to anyone (individuals, departments, or groups) who may need to be familiar with the new identity.

F Identify Community Partners to work with as you begin to establish the goals for Springfield, Real TN.

FY ‘23/’24 Marketing Plan & Media Budget F Establish a working advertising budget and timeline for the ‘23/’24 fiscal year for both digital and traditional platforms.

F Begin to work on a detailed FY ‘23/’24 marketing plan that includes a timeline for all marketing activities, specific actions and responsibilities, and budget.

F Identify partners for all marketing activities.

F Begin to identify necessary creative content and graphic design needs for all marketing and advertising activity and making a plan to obtain everything

Social Media & Website F Purchase and/or sign up for all domains and social media handles that you’re interested in using.

F Set up accounts according to the visual brand identity.

F Create a calendar for social media and blog posting (this should be part of your ‘23/’24 marketing plan moving forward).

F Choose a social media scheduling platform and begin working on content.

F Begin posting to your accounts; after a few weeks, begin following and commenting on other accounts. That way, visitors to your page will have content to engage with that will convince them to follow you.

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8. launch Timeline month

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Brand launch

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F Build Website, Internal Launch

F Launch

Organic Social Media

F Set up Profiles, Content Strategy

F Promo Video & Contest

Influencer Campaigns

F Identify & Contact

F Familiarization Tours

website

F SEO Optimize

Advertising/Paid Media Digital PPC (Google/Meta)

F Plan/Create Ad Creative

F Awareness Ads Begin

Local Market/ Travel Pub.

F Press Release (embargo till go-live)

F Promo Video to local media

Seasonal/ Events

F Plan/Create Ad Creative

F Meta Events Publish all known

Community Partners

F Partner Brand Reveal

F Activate Partner Support

Evaluate/Optimize Strategy

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F Ongoing Seasonal Creative/Blog Content

F Ongoing Content, Events, Seasonal Contests

F Ongoing Influencer Efforts, coordinated with your website and advertising content

F Awareness Ads Continue & Optimize. Refresh and/or add creative every three months

F Consideration & Lead Gen Ads (With Meta Events) - Consider adding specific website landing pages per season/content group

F Conversion: Meta Retargeting

F Advertise in TN Tourism, Local Nashville & Bowling Green media with seasonal content, & targeted regional travel publications

F SEM/Meta Event Ads for seasonal activities and events (ie: festivals, hiking, water sports, holiday, etc)

F Ongoing Partner Meetings & Events

legend

Strategy / Planning Phase Launch Efforts Go Live Ongoing / Maintenance Levels

SPRINGFIELD TN – MARKETING PLAN

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Paid Media Planning

Phase 1 Brand Awareness

Brand Awareness and Education around the new brand launch. Watch videos, view website landing pages.:

Phase 2 Consideration & Lead Gen

Consideration & Lead Gen: Engage consumers farther down the funnel who are actively searching for travel opportunities near Nashville. Goal: download Springfield Travel Guide, sign up for emails, etc).

Phase 3 Conversion:

Evergreen campaign retargeting those who have visited your website or interacted with your social media. Ad hoc campaigns based on festivals, events, seasonal activities, etc. Begin campaign 6 weeks before the event.

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Phase 1 Brand Awareness

1a.

Google Performance Max:

YouTube, Display, Search, Discover, Gmail, and Maps.

Performance Max (PMax) is a new goal-based campaign type that allows performance advertisers to access all of their Google Ads inventory from a single campaign. It's designed to complement your keyword-based Search campaigns to help you find more customers across all of Google's channels like YouTube, Display, Search, Discover, Gmail, and Maps.

Display ads will be placed across the web on sites that have Google’s ad units present.

PMax campaigns allow us to cast a wide net and gain a large amount of impressions and clicks.

Goal: Video Views, Website Traffic Geography: Primary - Nashville DMA (Designated Market Area) Ages: 25+ Budget: Audience Segments: Google’s audiences that fit your target audience the best.

(Performance Max does not target based on searches, but user affinity and/or inmarket activity.

Affinity People who are looking to do these things • Travel • Family Vacationers • Outdoor Enthusiasts • Tourism • Trips to Nashville • Foodies • Frequently Dines Out • Frequently Attends Live Events

In-Market People who are looking to do these things • U-Pick Farms • Hotels & Accommodations • Local Events • Fairs & Festivals

1B. Meta:

Goal: Landing Page Views (Video Views secondary) Geography: Primary - Nashville DMA Ages: 25+ Budget: TBD Audience Segments: • Adventure Travel • Ecotourism • Hotels/Lodging • Vacations • Family • Frequent Traveler Creative should include multiple display options (minimum of 2 static image ads and 1 carousel ads), as well as video.

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Phase 2 Consideration & Lead Gen

2a.

Google SEM - Non-Branded: NASHVILLE Goal: Landing Page Views, Download, Contact Geography: Primary - Nashville DMA Ages: 25+ Budget: Nashville Keywords Group: • Family vacation • Hotels near Nashville • What to do within 1 hour of Nashville • Small town day trips from Nashville • Family friendly day trips from Nashville • You pick farms • U-pick farms • Farm Tour • Weekend Getaways

TENNESSEE Goal: Landing Page Views, Download, Fill Out Contact Form Geography: Secondary - Surrounding States (4-hour drive) Ages: 25+ Budget: Tennessee Keywords Group: • Family vacation in Tennessee • Small towns in tennessee • Tennessee farm to table • Tennessee vacation with kids • Family getaways in Tennessee • Small town festival in Tennessee • Places to visit in Tennessee Negative Keyword: Springfield

Negative Keyword: Springfield, [Downtown Nashville].

2B.

Meta Events:

Create ad hoc campaigns based around Springfield, TN Festivals and Events.

Campaigns should start 6 to 7 weeks prior to the event.

Goal: Event Responses Geography: United States Ages: 25+ Budget: Audience: Audience targeting will be a combination of behavioral, lookalike, and retargeting in order to maximize engagement in a short period.

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SPRINGFIELD TN – MARKETING PLAN

Phase 3 Conversion

3a.

Meta Retargeting

Create a campaign based on users who interacted with your emails, website or Facebook & Instagram pages/posts. Fueling the top of the funnel through our awareness campaigns should help grow the retargeting audience over time.

Goal: Landing Page Views, Download, Contact Geography: United States Ages: 25+ Budget: Adset 1 Audience Segments: Visitors to the Springfield website Interacted with Facebook Page or Posts Interacted with Instagram Page Interacted with Instagram Posts Adset 2 Audience Segment: Look alike 1% of website visitors, Facebook/IG Engagers Since we do not have historical website and Meta engagement data we cannot estimate audience size or results. This will be a test and learn audience.

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