2021 Marketing Plan Final

COMMUN I C AT I ON S & P U B L I C R E L AT I ON S

The Cabarrus County CVB’s Communications & PR department strives to inform, inspire, and motivate audiences to visit by positioning Cabarrus County as one of the most vibrant destinations in the Southeast. COMMUNICATIONS & PUBLIC RELATIONS

In 2021-22, new agency partners Lou Hammond Group (Public Relations) and Casual Astronaut (Digital Marketing) will help our storytelling efforts reach new heights.

PUBLIC RELATIONS

Additional Tactics: Share ongoing media leads and opportuni- ties with hospitality partners via email, monthly partner newsletters, and CabarrUS Tourism Partners Facebook group. Reference editorial calendar and pitch relevant story angles. Ongoing activities includ- ing monitoring travel trends, maintaining up-to-date Press Room and more. INITIATIVES The following initiatives are designed to showcase Cabarrus County’s diverse offerings and exciting story angles. Each is sup- ported through a variety of the tactics included above. Culture-Rich Destinations on the Rise: Create excitement and awareness for Cabarrus County’s downtown districts currently un- dergoing revitalization. Showcase current and future arts and cul- ture offering as well as special events. Retail Retreats: Provide inspiration for getaways centered around the shopping experiences and unique finds in Cabarrus County while offering tips related to trends, gift ideas and more. Crave Cabarrus: Along with celebrating “Cabarrus Burger Mad- ness” in March 2022, highlight the local food and beverage scene and share what’s new through culinary-themed itineraries. Second Cities: Showcase Cabarrus County’s family-friendly and under-the radar attractions by inviting those who enjoyed visiting Charlotte to experience the area with a new twist for a spring break escape. Victory Lap: Feature the destination’s premier motorsports en- tertainment, adrenaline-fueled activities, and outdoor adventures with an invitation to “celebrate your win” in Cabarrus County.

The 2021-22 Public Relations Plan is designed to showcase the area’s year-round offerings including premier motorsports enter- tainment and adrenaline experiences, affordable family fun, and community gathering hubs with unique local dining and shopping opportunities. STRATEGIES Create Awareness & Raise Profile: Host virtual and in-person experiences to engage and develop new relationships with media. Raise awareness of Cabarrus County as a safe getaway for road trips, family adventure, dining, culture and more. Generate Noteworthy Results: Garner coverage for the desti- nation in national print and digital publications. Support Marketing Initiatives: Increase in-state and regional travel/visitation to Cabarrus County. Target Audiences: Create multiple story angles segmented by audience and region. Target outlets include national, regional, and local media focused on family, men’s and women’s interests, adven- ture, culinary, travel, etc. TACTICS Media Visits: Coordinate individual/group media and/or influ- encer visits to the destination on an ongoing basis, both proactively and reactively. Participate in opportunities to host media in partner- ship with Visit North Carolina. Media Missions: Conduct virtual media missions in key markets to highlight upcoming events and initiatives in Cabarrus County. Participate in media missions organized by Visit North Carolina. Pitching and News Releases: Proactive and reactive destination pitching. Regularly share news releases supporting current and up- coming initiatives.

CONTENT As Cabarrus County’s offerings continues to grow, so does our po-

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