With the seemingly infinite amount of destinations around the globe, travel and tourism marketing can be extremely competitive and complex. Long before tourists book a trip, they float through the phases of dreaming about and planning their amazing vacation. Your destination needs to grab potential consumers while they are debating where to go. Our first-party data, extensive knowledge of the traveler’s decision-making process, and precise market analysis allow us to deliver proper messaging through platforms such as search marketing, display and content, and much more paired with local and influencer recommendations. Inspire those who are already inspired to travel to visit your destination by partnering with us for your tourism marketing needs.
Your destination is something special. Let our marketing team help you build your story. Showcase what makes your destination different and inspire potential visitors to add you to their must-visit list.
Targeting the right people seeking travel inspiration or researching destinations is key. Our marketing team use a combination of 1st and 3rd party data (along with more advanced targeting techniques like geo-fencing and weather triggered technology) to reach your best potential customer.
We grow businesses we partner with, and marketing isn’t the only way. Lead Generation is a specialty, using data you already have to create your next best customer.
Goal: Promote the Fall visits to the 1000 Islands Seaway Region (1000 Islands, Osewgo, and St. Lawerence counties)
Families, traveling seniors and outdoor enthusiasts are the primary travelers to 1000 Islands Seaway Region in the fall. Focus messaging and media placements to reach these travelers locally and within a select drive radius to motivate this audience to visit. Advance Media New York travel offered a matching grant program which doubled 1000 Islands Seaway Region budget for this campaign.
Display and Video ads were seen over 700,000 times by the custom audience of family, traveling senior and outdoor enthusiast travelers. Thanks to the Matching Grant program, 1000 Island Seaway Region received +125% more impressions for their campaign.
Goal: Promote the North Central Massachusetts region as a winter getaway and local craft beverage destination
Young families, traveling retirees as well as outdoor enthusiasts are the target market for the region. Focus content strategy and messaging to reach New England residents within the drive market to plan a weekend or day trip to the region. Content was distributed on MassLive.com.
The sponsored content was seen by over 400,000 potential travelers. The content generated 1,680 clicks with a click through rate (CTR) of 0.42%. The content helped begin to establish the region as a winter getaway and local craft beverage destination.
Goal: Brand Corning & the Southern Finger Lakes as a destination for outdoor fun and local craft beverages.
Craft and distribute content pieces that feature the best of the region – hunting, outdoors and craft beverage trail – to a custom traveler audience. Content was distributed on syracuse.com and NYUP.com. The region also aligned with highly read Dave Figura outdoor content on NYUP.com as part of a sponsorship program.
The article was seen by over 250,000 potential travelers – promoting the story of Steuben County. The Dave Figura outdoor content series aligned the tourism region with information widely viewed by outdoor and travel enthusiasts across the state.
Worker shortages in manufacturing industry is real. Highly skilled positions remain open as a significant portion of the manufacturing workforce is nearing retirement age. For manufacturers, building and maintaining a robust and skilled talent pool is key for both short-term and long-term hiring success.
Don’t wait to be present until a position is open – consistently position your brand in front of both passive and active job seekers. Consistent branding creates a talent pool who is familiar with your company, benefits, culture and therefore more likely to consider you when looking to make a career change. Top of the funnel marketing tactics such as video and display make your brand presence known.
Develop personas, marketing strategies and campaigns specific to your common open positions. Different positions attract different types of candidates. Understanding the nuances allows you to more directly content with job seekers, to communicate your company story and to welcome them into your culture with a personalized approach. Seek out a recruitment marketing partner with a deep data bench, capable of developing audience segments, media placements and creative to speak directly to specific candidate audiences.
Placements on job boards are effective in reaching those actively seeking a position. However, other traditional marketing methods like targeted display and video allow companies to share their full story. More visual formats let prospective candidates see your benefits and experience your culture. Both elements that can cause them to choose you as their next employer – over your competition.
A growing aging population, pandemic burnout and a ramp up of traveling nurse opportunities have put a strain on healthcare recruitment. Nurses are in high demand – with an abundance of employment options to choose from. How does your healthcare facility standout in this mad dash for employment?
Healthcare is essential to the community. Consider supporting the community you serve by sponsoring local events, job fairs and awards to keep your organization top-of-mind. Not only will these positive associations bring your organization front and center, it will also generate positive word of mouth among the community – reaching friends and families connected to potential candidates.
Give a glimpse of what its like to work at your organization on any given day. Show the people who work there, the halls to be walked and the benefits to be had. Video succinctly communicates positive culture through virtual tours, testimonials and more. Written testimonials and other content featuring current employees lend authenticity to your showcase.
New graduates are critical in helping to fill staffing gaps and to replenish talent pools. Utilize highly targeted strategies to reach new graduates, while still on campus, where they are spending their time. Hyper local mobile targeting puts your organization front and center among soon-to-be-graduating adding you to their consideration set for post-graduation employment.
Like most categories of business, education providers are facing faculty and staff shortages. Finding experienced and passionate educators and faculty continues to be a challenge. Education institutions should look beyond salary and benefits to larger strategies to drive interest and applications for the upcoming school year ahead.
Primary education recruitment season begins at the end of the previous school year, with many schools starting from scratch every year. Establishing a year-round recruitment marketing strategy, allows you
to reach faculty and staff considering a change throughout the school year, adding them to your talent pool as the year progresses. Having a year-round plan also puts your institution front and center, outside of the more cluttered traditional recruitment period.
Your community has the potential to be a unique selling point for your institution. Consider highlighting the quality of life – showing prospective employees the community you serve. Community events, local activities, cost of living and more can have pull over prospective employees looking to make a move or to enjoy a way of life your community offers. Partner with local events, local organizations and even your convention and visitors bureau to generate content about your community.
Passive and Active job seekers join job fairs to learn more about prospective districts and institutions. By merely being present, among your competition, you can ensure that your district or institution is in the consideration set for educators looking to make a career move. Both in-person and virtual career fairs provide additional visibility and awareness for your institution.
Warehouses are experiencing unprecedented growth thanks to a shift towards online shopping. As growth continues and timely shipping remains critical, warehouses face a continual shortage of workers.
Warehousing jobs are not historically known for good benefits and upward mobility. With changing demand and increased competition, more warehouse companies are adding long-term benefits and job training to their offerings. As an employer, tout benefits like 401Ks, employer matching and paid training as part of new hire packages. Talk about your openings more as long-term careers vs. short- term or holiday employment for additional appeal.
Grassroots community efforts and word of mouth tactics still hold strong in warehousing recruitment. Sponsoring local community events and job fairs raises brand awareness in the community, spreads positive sentiment about your organization and jump starts word of mouth. This simple activation makes your organization more likely to be noticed by potential job seekers and considered as a stable, future local employer in a future job search.
Warehousing recruitment pulls most applicants and new hires locally. Very rarely to companies hire outside of their immediate market. Tap into the local job seeker scene through local job boards, job fairs and other local job posting opportunities. Local job seekers continually use these outlets to find new employment opportunities.
Facing an aging workforce and increased competition for new talent, the trucking industry struggles to keep recruitment pipelines full and trucking routes staffed. Trucking industries should look to implement full-funnel marketing strategies to not only attract active job seekers but it keep talent pools fresh with new prospects.
Increase top-of-the-funnel prospects by introducing the benefits of a trucking industry careers to passive job seekers. Address potential concerns head-on, including hours, mileage goals and living conditions while highlighting employment benefits such as 401K matching, healthcare and time off. Video and written content are both great vehicles to communicate this information.
Deciding to change careers can be a lengthy process for passive job seekers. Keep your talent pool active with periodic communication about your business, job openings and career benefits. Set up an email calendar, reaching out to a list of emails from those who you met at job fairs, submitted an inquiry or sent a full resume. Frequently post about your culture, the trucking industry and openings to keep your followers engaged.
Trucking applicants remain tapped in to local and regional job boards. A presence on local job boards and job aggregator sites provide you business with bottom of the funnel presence – reaching those interested in the truck industry and actively applying now.
Finding outstanding talent that fits your culture is a concern for any business. Make the most of your time and resources by attracting qualified candidates that can hit the ground running and succeed within your organization. Identify quality talent and cultivate your talent pool with leading recruitment marketing strategies perfect for professional businesses.
Tell the story of your business, your history, your employees and more. The more a prospective employee knows about your operations and culture the more they are able to determine whether they are a match for your organization. Office tour videos, employee testimonials and other visuals can help to show daily life within your company.
Instead of deploying blanket recruitment ads for all positions in your company, consider developing custom creative and campaigns for each position. Messaging should focus on key benefits and operations of that role, showcase photos and videos of that segment of your business and speak directly to those candidates. Specific communication, drives more qualified applications – increasing your odds of finding a match while building up your talent pool - than general recruitment ads.
Job Fairs, local job boards and job board aggregators remain critical bottom-of-the-funnel tactics in securing applications for open positions. While other flashier tactics will fill the top of your funnel, these more nitty-gritty media elements provide a place for active job seekers to seamlessly apply for the positions they want – now.