2025-2026 Marketing Plan

TRAVELER PHASES AND KPIs

1. AWARENESS/INSPIRATION The goal is to generate awareness and inspire users who might not be familiar with the destination or considered it in the past to travel to Cabarrus County. ▶ Reach ▶ Impressions ▶ Social engagement ▶ Video views ▶ Clicks 2. CONSIDERATION/PLANNING The goal is to generate awareness as well as encourage engagement. ▶ Website traffic ▶ Website engagement ▶ Newsletter signups ▶ Guide requests/views 3. ACTION/BOOKING The goal is to compel travelers to take action, including booking a stay, reading articles, learning about partners, and buying tickets. ▶ Clicks to places to stay ▶ Clicks to articles ▶ Clicks to directory listings ▶ Clicks to things to do ▶ Clicks to events ▶ Outbound clicks to purchase tickets We will focus on the following: ▶ Drive brand awareness for our target audience, motivating them to consider visiting Cabarrus County. ▶ Improve on-site engagement metrics, ensuring users are finding valuable information and learning about the destination. ▶ Increase online interest in Cabarrus County hotels. ▶ Drive email newsletter signups. Our annual goals will be tracked and monitored monthly based on site performance, which will demonstrate success for our core campaign objectives. ▶ Increase website traffic by 15% year-over-year ▶ Decrease bounce rate by 15% year-over-year ▶ Increase average time on site by 5% year-over-year ▶ Improve organic search traffic by 10% year-over-year

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