2024-25 Annual Report

CVB MARKETING DEPARTMENT

Marketing Report

In FY2024/25, the Cabarrus County Convention and Visitors Bureau advanced its marketing communication efforts by prioritizing digital-first strategies. Our initiatives focused on reaching travel decision-makers and targeting audiences with the greatest potential to convert. Through research-driven insights, we extended paid advertising into key geographic markets that demonstrated a higher propensity to visit Cabarrus County. The overarching business objective of driving hotel revenue guided our marketing efforts throughout FY2024. Our specific objective was to strengthen awareness and understanding of Cabarrus County as a premier travel destination. To achieve this, creative campaigns successfully directed audiences to ExploreCabarrus.com . Once on the site, visitors engaged with: • Richer, decision-supporting content tailored to inspire travel planning. • Prominent calls-to-action emphasizing “Places to Stay” . These enhancements deepened traveler engagement, influenced the customer journey, and contributed to increased countywide hotel revenue. • Expanded online resources that simplified trip planning and booking decisions. These enhancements deepened traveler engagement, influenced the customer journey, and contributed to increased countywide hotel revenue. Our integrated marketing strategy in FY2024/25 reached travelers across every stage of the purchase funnel. Key tactics included: • Paid Advertising – Extended reach into high-propensity markets, delivering measurable gains in impressions and engagement. • Public Relations – Secured earned media coverage that highlighted Cabarrus County’s unique experiences and broadened visibility. • Marketing Partnerships – Strengthened collaborations that amplified our reach and connected us with new audiences. • Email Marketing – Increased subscriber engagement through targeted campaigns that nurtured interest in Cabarrus County travel. • Content Marketing – Produced new guides, articles, and itineraries that inspired trip planning and extended time spent on ExploreCabarrus.com. • Social Media – Drove significant engagement with interactive campaigns, building community and funneling traffic to the website.

WEBSITE TRAFFIC 1,628,357 Visits

GOOGLE SEARCH ADS

SOCIAL FOLLOWERS

CONNECTED TV 5,460,359 Impressions

Click-through Rate 11.36%

80k 11.2k

1.3k