2021 Marketing Plan Final

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

tential to inform travelers and ultimately entice them to visit the area. In partnership with Casual Astronaut, the Cabarrus County CVB takes a strategic approach to content creation. Through a compre- hensive library of well-written, fun-to-read articles and itineraries, the VisitCabarrus.com blog will offer insight about the area while providing actionable information that both visitors and residents alike can use to plan every aspect of their experience. MISSION To create a catalog of robust, compelling content that informs, engages and inspires readers with in-depth, insider information about Cabarrus County, ultimately driving travelers to visit the area. AUDIENCES Primary: Adults ages 25 to 54 years old • Household income between $30,000 to $150,000 • Interest in travel and tourism (i.e., family getaways, rural destinations and country enthusiasts) • Motorsports enthusiasts Secondary:Women ages 25 to 54 years old who have children • Household income between $30,000 to $150,000 • Interest in travel and tourism (i.e., family getaways, rural destinations and country enthusiasts) Primary and secondary audiences include locals and individuals who live in drive markets.

GOALS • Inform readers about Cabarrus County’s offerings (activities, events, restaurants, etc.) in each of the five communities (Concord, Harrisburg, Kannapolis, Midland and Mt. Pleasant). • Inspire readers to visit the area and stay at one of Cabarrus County’s many hotels. • Create targeted, high-quality content that can be leveraged via various digital marketing campaigns. • Further solidify the Cabarrus County CVB’s position as the best resource for information about Cabarrus County. EDITORIAL FOCUS The Cabarrus County CVB’s editorial calendar is informed by the following: • Foundational Content – Valuable evergreen content including expanded, activity-driven itineraries to encourage extended visits. • Keywords — Identifying key terms users are searching for when it comes to Cabarrus County and creating articles around each community. • Seasonality —While Cabarrus County is home to many year- round offerings, season-specific pieces will help visitors plan their trip any time of year.

COMMUNITY RELATIONS

The Communications & PR department also works to enrich com- munity relations and cultivate destination ambassadors. • Build relationships and regularly connect with hospitality partners to uncover story angles • Contribute to municipal communications and participate in local speaking opportunities • Share the economic contribution and positive impact of tourism on our community including visitor spending and taxes generated, job creation and enhancing quality of life

v i s i t c a b a r r u s . c om