EXECUTION
5 MTMPP 2024 / 25 Marketing Plan May 23 , 2023
EXECUTION
• Always On Marketing Strategy ACT Maintains an always-on marketing initiative 365 days a year through digital advertisement placements . This strategy ensures people online in our paid marketing area using popular websites for enjoyment , work , and trip planning find interesting and engaging content to inspire travel . For example , a person who lives in Nashua , New Hampshire is on their lunch break and leisurely scrolling through Instagram may be interrupted by a paid inspirational ad with a snappy headline and compelling photograph that when clicked brings them to a relevant digital landing page within www . visitaroostook . com . The second component of the Always On Marketing Strategy is a call to action advertisement displayed only to people who have visited the website , this advertisement is called “ retargeting ” and prompts people to request a regional guidebook be mailed to them . All paid advertising for ACT brings people to www . visitaroostook . com .
Paid social media on Facebook , Instagram , and Pinterest is placed at two-week intervals . This means ads are designed seasonally and linked to appropriate landing pages on www . visitaroostook . com and display to visitors for a two-week interval . Advertisements are placed in the standard geographical advertising area , targeted by interest and age and demographic , once an ad set is completed it is two or three days before the new ad set begins delivering impressions . o Paid Facebook o Paid Pinterest o Paid Instagram o Organic Social Media o Google Search o Google Display
• Organic Social Media Social media is often the front door to any brand . ACT maintains social media accounts on Facebook , Instagram , TikTok , Pinterest , and YouTube . Each platform is unique , but Facebook continues to be king in terms of the click-through rate and content engagement , therefore digital content is tailored to the content types of Facebook and secondarily pushed through the other social media platforms . ACT procures a mix of content types that includes original articles from our website , quality articles written by media partners , original photos and videos , events , and content shared with ACT from stakeholders . o Facebook
• Page Posts
• Video Posts
• Reels
• Stories
• Rouge Posts in Groups