Launching the Strategy
The initial strategy for the Space Coast Annual Campaign was to provide awareness of a variety of places, events and things to do in Florida’s Space Coast. Our digital strategy was broken down into 3 phases – brand awareness, engagement and re-engagement, focusing heavily on in-state and in-market geographies.
We drove content across paid media, website, organic social and email marketing. Email marketing was a primary tactic in our campaign. We used smart and granular segmentation based on user activity to build campaigns that would take users through a journey of various events and happenings on the Space Coast.