Digital Marketing Program

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VISIT OGDEN — HERMES AWARD ENTRY — PAGE - 1 of 3 PREPARED BY: JENNY ROSE — DIRECTOR OF CLIENT SERVICES

HERMES AWARD ENTRY

Digital Marketing Program Visit Ogden

Agency Representative

Jenny Rose director of client services

NOTICE OF CONFIDENTIAL INFORMATION “Confidential Information” shall mean all information disclosed under this agreement, including, without limitation: 1. Any data or information that is competitively sensitive material, and not generally known to the public, including, but not limited to, information relating to product plans, business plans, marketing & advertising strategies, finance, general operations and methodologies, customer relationships, vendor relationships, customer profiles, sales estimates, customers and clients of any of the foregoing; 2. All confidential or proprietary concepts, documentation, reports, data, specifications, computer software, source code, knowhow, trade secrets, whether or not patentable or copyrightable. © Copyright 2015 Tempest Interactive Media—all rights reserved. If there are any concerns, questions, or issues regarding Confidential Information, please contact Tempest directly.

Tempest Interactive Media 2509 N. Campbell #23 Tucson, AZ 85719 Office: 800-274-8774 Fax: 800-274-8775

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PROJECT OVERVIEW

Redefining Visit Ogden’s Digital Marketing Program The Ogden, Utah area is a mecca for outdoor recreation with a charming and historic downtown district. Thousands of outdoor enthusiasts flock to this mountain-to-metro community for its worldclass skiing, snowboarding, hiking, kayaking, cycling, climbing and vibrant local culture. In August of 2013, Visit Ogden decided to reimagine its online marketing platform to better capture the independent and adventurous spirit of the destination and provide the most authoritative travel information for the area. MARKETING OBJECTIVES

The goals of the Visit Ogden digital marketing campaign were to: •

Stimulate travel to the greater Ogden area.

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Encourage travelers to extend their stay in Ogden.

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Be a complete resource for in-market visitors and visitors who are planning their stay.

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Provide an easy-to-use back end system for the Visit Ogden staff to easily update content, create new pages, and edit text.

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Provide Visit Ogden with the ability to create event-specific microsites.

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Integrate social media within the site design.

Tempest Interactive Media 2509 N. Campbell #23 Tucson, AZ 85719 Office: 800-274-8774 Fax: 800-274-8775

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Develop a strong platform for ongoing SEO initiatives.

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Increase newsletter sign-ups.

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Improve on-site search.

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Feature high-resolution images and videos while maintaining quick load times.

TARGET AUDIENCE

Target audiences for the Visit Ogden website include local residents in the greater Ogden area, national and international leisure travelers, and special event travelers throughout the United States who use the internet and search engines to learn about Ogden-related travel, attractions, and special event space. RESEARCH, PLANNING, AND IMPLEMENTATION

Visit Ogden partnered with Tempest Interactive Media to create and manage the web design, development, and implementation process, along with strategizing and executing an organic marketing program post-launch.

The project kicked off with an on-site creative brief and initial requirements gathering meeting between Visit Ogden and Tempest Interactive Media. During this meeting, the overall design and messaging themes as well as overall marketing objectives were defined. Tempest

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prepared initial website design comps along with the site’s navigation and information architecture and both were delivered to Visit Ogden for approval. After a brief revision period design comps were approved and the development of the site began. Prior to the launch of the new website on May 19, 2014, the Tempest digital marketing team thoroughly audited the existing organic marketing programs promoting Visit Ogden online. All organic optimizations on the old site were carefully transferred to the new site, including title tags, meta description tags, and internal links cross-promoting pages throughout the website. Tempest also utilized 301 redirects to ensure all of the organic equity built up in the old www.VisitOgden.com was fully and seamlessly transitioned to the new site. Strategic updates to on-site optimization elements, such as image alt tags, were executed to ensure the site’s organic performance improved significantly after launch.

RESULTS

During the transition to the new website, Visit Ogden was able to not only maintain its site performance, but realized significant gains in site performance post-launch. The clean coding of the site, combined with organic optimization of on-site elements, has allowed the new www.VisitOgden.com site to realize incredible gains that continue to build momentum: •

Visits from organic search increased 197 percent year-over-year.

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Total visits to the site increased 190 percent year-over-year.

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New users captured by the site increased 178 percent year-over-year.

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Pageviews on the site increased 105 percent year-over-year.

MESSAGE

The new website showcases Ogden as an adventurous destination for a wide variety of events and things to do, and defines Visit Ogden as a trusted resource for planning travel in the area. The website features engaging user interface features on all web-enabled devices, and enhances the Visit Ogden leisure travel and meeting planner database by encouraging optins through newsletter signups, guide requests, and event calendar submissions.

Tempest Interactive Media 2509 N. Campbell #23 Tucson, AZ 85719 Office: 800-274-8774 Fax: 800-274-8775