Encouraging Visitors to Explore #OurTexarkana
Challenge
The Texarkana, Arkansas, Advertising and Promotions Commission strives to increase awareness of their city’s restaurants, hotels, and attractions. When we began working with the A&P Commission, there were no existing social media channels. We created and managed the A&P Facebook and Instagram social channels as well as developed and executed a social media strategy to increase awareness of Texarkana, Arkansas, as a tourist destination and encourage visitors from surrounding cities and beyond. GOALS Establish presence and grow engagement on Facebook and Instagram Increase awareness of Texarkana, AR as a tourist destination in the Ark-La-Tex region Encourage visitors to eat at local restaurants and stay at hotels in #OurTexarkana and, as a result, increase HMR tax collections in Texarkana, Arkansas
Solution
Based on our goals, our social content strategy focused on 2 key messages: Showcase the unique, quality local food scene in Texarkana Increase awareness of the attractions and events in Texarkana ACTIONS Developed monthly social content calendar for Facebook and Instagram Developed a monthly Texarkana events calendar Photo and video shoots to gather high-quality photo and video content, including local restaurant feature videos and several short, 30-45-second vignettes for use on social media Wrote monthly blog posts
Results
RESULTS IN FIRST 12 MONTHS Total HMR tax collections increased by 6.7% in 2019 Total HMR restaurant collections increased by 8.3% in 2019 Facebook: Over 5,400 Page Likes Over 81,000 users engaged with the Facebook Page 1.6 million users reached 2.1 million impressions Instagram: Over 2,100 Followers on Instagram Over 15,000 Instagram engagements 336,000+ users reached 494,000+ Impressions Facebook and Instagram: 21,164 website sessions from social
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