2025-2026 Marketing Plan

Leisure Market

GOALS

We have a variety of goals for our campaigns, including:

▶ 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 becoming educated about the region

▶ Increase total overnight stays in Cabarrus County hotels ▶ Increase the average length of stay in Cabarrus County hotels ▶ Drive email newsletter sign-ups

KEY PERFORMANCE INDICATORS We’ll track a range of KPIs to ensure our campaigns are both effective and continuously improving. The metrics below are listed in order of importance, with the most critical at the bottom. In simple terms: while a low cost-per-click on a keyword is favorable, it’s ultimately meaningless if it doesn’t result in engaged users or key actions.

User Actions ▶ Page visits and actions on landing pages ▶ Outbound clicks to partner pages via QR codes ▶ Email newsletter sign-ups

Traffic Metrics

User Quality

▶ Sessions ▶ Users ▶ Ad cost-per-click/cost per-completed-view/ click-through rate

▶ Time on site ▶ Pages per session ▶ Bounce rate

Casual Astronaut will assist us in achieving our digital media goals. Casual Astronaut is a content marketing/media and digital agency that will help us develop deeper and more meaningful relationships with our visitors. They marry strategy, design, content, and digital know-how to attract prospective visitors at key moments in the consumer journey.

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