The Client
Carbondale Tourism supports the community’s tourism economy by managing lodging taxes to support visitor information, events, and key messaging, including responsible visitation. The tourism industry supports Carondale’s local economy by providing jobs and supporting small businesses within the community.
Services
Social media audit
Social media strategy
Content creation
The Opportunity
Carbondale, Colorado is located at the base of breathtaking Mt. Sopris in the Roaring Fork Valley. Situated between popular ski and adventure destinations like Aspen and Glenwood Springs, Carbondale receives a large number of day trippers from resort-style locations.
Typically visitors aren’t as familiar with Carbondale’s unique mountain community feel and hometown experiences. Carbondale Tourism wanted to leverage social media to increase awareness around their Take It Easy, Carbondale campaign and help influence visitor behaviors.
The Solution
As an independent contractor for Roadmap Consulting, Olivia started with a social media audit for Facebook, Instagram, and X, identifying audience behavior trends and content performance. Based on the analysis and industry best practices, Olivia developed a social media strategy to increase messaging awareness, celebrate local businesses and events, and increase digital channel engagement.
Additionally, Olivia also implemented a UGC program, including visitor content, and local businesses and partner organizations to increase usage of authentic visuals and leverage existing content to help support responsible visitation messaging.
The Results
Within the first year, organic impressions increased 484% YoY, engagement rate increased 14% YoY, social media-attributed website sessions increased 11% YoY and platform followers grew 11% YoY. Additionally, conversations around responsible visitation increased on social media channels, and website traffic to the Take It Easy, Carbondale landing page increased 7% YoY.
Testimonial
“Olivia’s expertise has been a great asset to build out our wider tourism team at RoadMap Consulting. She provided us with an initial audit to fully understand the potential for the client’s social media and since managed ongoing implementation of organic and paid campaigns that elevated the most prominent and visual digital marketing platform, leading to audience growth and increased engagement.
I have been so impressed by and grateful to Olivia’s high standard of operation and delivery, and the results speak for themselves. She brings significant value to any tourism digital marketing operation and I will continue to refer my industry peers to OnWard Digital Media.”
– Sarah-Jane Johnson, Founder, Roadmap Consulting
