JACKSON COUNTY CASE STUDY

Building a Powerful
TDA Brand

Jackson County, NC is situated in the western North Carolina mountains, and features a vast array of recreation, dining and accommodations. Rawle Murdy was brought in to bring their “Play On” brand to life in all communications, especially online. Our primary goal was to drive more web-derived revenue in service of the TDA’s business goal – accommodations occupancy.

We first researched all communications channels, visitor feedback and demographic data to clarify the brand so that all messages on/offline were aligned and crystal clear.

Then we created and launched DiscoverJacksonNC.com with a user-experience that easily connects things to do and places to see, eat and stay, with easier, simpler navigation. To make the site more effective, we developed a portal for local businesses to upload and update their information on the site. Participation was very high, and the result is more robust, up-to-date and search-engine friendly content.

JACKSON COUNTY
CASE STUDY

Building a Powerful TDA Brand

Jackson County, NC is situated in the western North Carolina mountains, and features a vast array of recreation, dining and accommodations. Rawle Murdy was brought in to bring their “Play On” brand to life in all communications, especially online. Our primary goal was to drive more web-derived revenue in service of the TDA’s business goal – accommodations occupancy.

We first researched all communications channels, visitor feedback and demographic data to clarify the brand so that all messages on/offline were aligned and crystal clear.

Then we created and launched DiscoverJacksonNC.com with a user-experience that easily connects things to do and places to see, eat and stay, with easier, simpler navigation. To make the site more effective, we developed a portal for local businesses to upload and update their information on the site. Participation was very high, and the result is more robust, up-to-date and search-engine friendly content.

 GOALS ACHIEVED (YOY RESULTS)

Website traffic up 1,023%

Unique page views up 814%

Goal completions* up 259%

Occupancy tax collections since launch up 37%

*Goal completions include Newsletter Signups, Contact Forms, Calls, & Planner Guide Downloads.

Website

This dynamic website combines new action-oriented photography and a much-improved user experience for desktop and mobile, enticing users to “Play On”.

View the full website here

Banners

Display banners leverage beautiful scenes and a very direct call-to-action, building both brand awareness and website traffic.

Banners

Display banners leverage beautiful scenes and a very direct call-to-action, building both brand awareness and website traffic.

Video

Just the right tone, combination of activities and collection of 60+ real volunteer models bring “Play On” to life in this fun brand video.