2022 MARKETING PLAN
This year, we are sharing the Mercer County Convention and Visitors Bureau marketing plan, which includes our objectives and strategies. Please take a look through this plan for 2022. If you have any questions, please email us at info@visitmercercounty.com
Travel Guide
20,000 travel guides feature area attractions and lodging. This is our largest direct mail response and is also available throughout the County. A digital version is available on our website.
Visitor Personas
The Mercer County CVB has developed visitor personas to provide guidance and to further inform marketing and advertising tactics and strategies that are tied to the goals outlined in this plan. These personas will help define specific target audiences and guide the development of campaigns and collateral, specifically designed to resonate with these groups.
- ATV PERSONA
- HIKING PERSONA
- LOCAL TRAVELER PERSONA
Strategies
Strategies for 2022 will continue to rely on data and analytics that will provide information for our targeting strategies that will include a number of psychographic categories and geographic areas. Additionally, we will utilize analytics to track and learn from the actions and interests of website visitors and the ongoing optimization of advertising performance. Branding/Prospecting campaigns to create initial brand awareness and support travel guide requests would include:
Locations: Washington DC, West Virginia, Virginia, Kentucky, Maryland, Ohio and Pennsylvania Ages: 21-65 Interests: Outdoor recreation, Outdoor enthusiast, Frequent Travelers ATV and Off-Road campaigns to cast a wide net geographically with specific ATV related interests would include: Locations: Georgia, Indiana, Kentucky, North Carolina, Ohio, Pennsylvania, South Carolina, Tennessee, Virginia, West Virginia Ages: 18-65 Interests: ATV, Off-Road Sports, ATV Rider Magazine, Frequent Travelers.
The learnings from these efforts will be continuously monitored to provide the information required to make ongoing improvements and refinements to all aspects of the marketing and advertising plan and will assist in building retargeting and look-a-like audiences to further refine targeting. Campaign performance and updates will be reviewed during weekly status meetings between the Mercer County CVB and Digital Relativity teams.
Goals
- Promote the new Mercer Co CVB website
- Provide enhanced ATV information that allows for engagement
- Broaden our reach, identify new potential target markets
- Three photo/video shoots: Winter (contingent upon snow), Spring/summer and Holiday (December 10, 2022 for the Holiday of Lights and Bramwell Home Tour.)
Measurable Objectives
- Increase website traffic by 20%
- Increase newsletter database by 20%
- Increase social media followers by 15%
- Increase guide requests by 15%
2022 Budget
| Expenses | |
|---|---|
| Account Support/Management, Creative, Content, Social Support, and Web Support | $120,000 |
| Internet Marketing | $130,000 |
| WV Co-ops | $22,000 |
| Marketing, misc | $21,000 |
| Print Materials | $20,000 |
| Total Advertising and Marketing | $313,00 |
Last updated: June 11, 2025