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Case Study – The Upcountry Carolina Association
Discover Upcountry Carolina Association needed a new tourismfocused website that they could update and maintain on their own. They hadlittle staff, no technical expertise, and a fixed budget. Their current sitewas not effective as a marketing tool for their members.
Goals
The client’s goals for the re-design were to provide the besttravel resource for the upstate of South Carolina by being the most inclusiveand unique as possible, to attract visitors, and to have the tools and trainingneeded for staff to update and maintain the site on their own.
Challenges
The biggest challenge to this project is that there was noclearly established online identity for the organization and no establishedonline marketing plan. The previous site did nothing to promote the areasassets, character, and charm other than to provide lists of contact informationand links to other websites and the site was poorly organized with little connection to the visitor who may know nothing of the area.
Results
The site launched in April of 2010 and in less than 3 monthshas achieved the following:
Website Analytics
· 90% increase is site visits
· 534% increase in organic search traffic
· 46.5% increase in total page views
Target Market Reach
· 81% of site visits are from states within theidentified target markets of the Southeastern U.S.
Social Media
· Facebook is the sites number 1 source ofnon-search inbound links
· Over 2000 fans in less than 3 months
SEO rankings
· 208 unique keywords generating first page searchresults in Google
Discover Upcountry Carolina Association needed a new tourismfocused website that they could update and maintain on their own. They hadlittle staff, no technical expertise, and a fixed budget. Their current sitewas not effective as a marketing tool for their members.
Goals
The client’s goals for the re-design were to provide the besttravel resource for the upstate of South Carolina by being the most inclusiveand unique as possible, to attract visitors, and to have the tools and trainingneeded for staff to update and maintain the site on their own.
Challenges
The biggest challenge to this project is that there was noclearly established online identity for the organization and no establishedonline marketing plan. The previous site did nothing to promote the areasassets, character, and charm other than to provide lists of contact informationand links to other websites and the site was poorly organized with little connection to the visitor who may know nothing of the area.
Results
The site launched in April of 2010 and in less than 3 monthshas achieved the following:
Website Analytics
· 90% increase is site visits
· 534% increase in organic search traffic
· 46.5% increase in total page views
Target Market Reach
· 81% of site visits are from states within theidentified target markets of the Southeastern U.S.
Social Media
· Facebook is the sites number 1 source ofnon-search inbound links
· Over 2000 fans in less than 3 months
SEO rankings
· 208 unique keywords generating first page searchresults in Google
