ACT MTMPP Grant Report | Final | July 1, 2024 through June 30, 2025
ACT staff have spent a considerable amount of time repurposing old content and reformatting it to the new platform and brand style. New content was created around ACT Partner engagement in a self-serve hub of the site named ACT Partners Hub. This will increase stakeholder engagement and better highlight the tools and programs ready for use by businesses in the region. ACT Partners Hub utilizes a login for ACT Partners to create user-generated content such as business listings, events, and special offers. The new website launch was key to the“ Best of Aroostook” awards, # VisitAroostook voting, and successful vacation giveaway as page load speeds are faster than the previous website. Google advertising ran periodically as website work continued to be completed. ACT’ s intention is to run always-on advertising through Google SEM and Google Display.
• 75,000 active website users, 76,000 new website users; an increase from 63,000 active users on the previous website
• Google SEM and Google Display ads ran periodically in this period. o Not as scheduled as a result of website building o 31,426,370 Impressions gave 15,800 clicks to website
• Organic Search outpaced Paid Social, Google Display, and Google SEM.
• ACT qualified for and set up Google Ads for Nonprofits
ACT is proactive with both organic and paid advertising on Facebook, Instagram, Pinterest, YouTube, and utilizes Threads and TikTok for organic content sharing. Content creation focuses on feeding organic, paid, and influencing on Meta products and secondarily shared out further utilizing other social media platforms. ACT maintains verified accounts on Meta platforms to continue to be a leader in this space and reduce spam activity on accounts. Vertical format video has increased in popularity and is an area of needed growth in content, to achieve this growth a larger ACT video library and user-generated content must be prioritized. Social media is a key component of digital content and link building for visitaroostook. com – ACT Partners are spotlighted through social media by location tagging content, account tagging when available, and pushing user-generated Special Offers, Events listings from visitaroostook. com through social channels.
Content created for social media utilizes hashtags, geotagging, alt text, and account tagging to ensure content uploaded is identifiable in algorithms and search engines for long-term success.
Social media advertising ran periodically as website work continued to be completed. ACT’ s intention is to run always-on advertising through Facebook, Instagram, and Pinterest. Meta social media reach fell in this period while engagement increased across all platforms. This marks the first decrease in five years that‘ reach’ decreased on any ACT social media accounts.
• Facebook reached 1,495,886 accounts, down 26.5 % from the same period last year. o 59,536 content interactions was up 4.6 % from the same period last year. o 33,655 clicks to visitaroostook. com was up 22 %. from the same period last year. o Gained 2,792 followers, distributed 35 days and 5 hours of video to viewers.
• Instagram reached 54,900 accounts, down 72.1 % from the same period last year. o 3,900 content interactions were up 100 % from the same period last year.
• YouTube had 23,600 views, up 12 % from the same period last year o Gained 87 subscribers, distributed 439.9 hours of video to viewers
• Pinterest reached 370,370 accounts from 40 new content pieces.