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Pure Michigan Raises the Bar with Statewide Educational Program

Client: Pure Michigan

The Scope

In partnership with the Michigan Economic Development Corporation (MEDC), TwoSix Digital developed and ran one of the first statewide tourism educational initiatives in the country in May, 2016.

This comprehensive program began with 5 regional seminars located throughout the state. These events brought together various elements of the tourism economy in the state of Michigan. CVBs, Chambers of Commerce, non-profits, small business and many other organizations attended these full-day events.

In addition to the regional workshops, DMO or Chamber of Commerce attendees were each also provided with a one hour coaching session. These allowed for specific, tactical questions relating to digital marketing efforts to be asked on a one-on-one basis.

These all-day sessions featured the most pertinent topics today in digital marketing. They were designed to help DMOs inspire, educate and collaborate with their local partners like never before in conjunction with the ongoing marketing efforts of Pure Michigan. This plan was designed to be a “rising tides lift all boats” approach to destination marketing.

The Strategy

TwoSix Digital made great efforts to ensure all attendees, regardless of experience, left with valuable takeaways and action items.

Attendees were encouraged to utilize an online self-assessment tool prior to the seminars to determine their “social media savviness” and gain an idea of how well they integrated best practices into their marketing efforts. This information also provided TwoSix Digital with a framework to build an entire day’s worth of content to cover.

We then crafted a number of sessions covering the following topics:

Trends in social media
Content development in social media
Social media best practices by network
Content marketing strategies
Data and promotional distribution
Exploring opportunities with the statewide tourism brand

To further enhance educational efforts, an online Learning Library was also created with useful articles, infographics and data that was available for attendees.

358

Participating Organizations

474

Total Statewide Attendees

2,276

Learning Library Pageviews

The Results

Upon completion of the program, TwoSix Digital recorded the following:

474 total statewide attendees from 358 organizations
The online Learning Library registered 2,276 pageviews between May and October
Additionally, 23 organizations set up one-on-one coaching sessions with a TwoSix Digital strategist.
More than 94% of respondents indicated that they’d attend another event in the future if one were offered.

A post-seminar survey recorded overwhelmingly positive feedback from attendees and showed the educational seminars elevated the digital marketing efforts and overall understanding of those in attendance.

Video with Audience Reaction

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Tourism Virtual Conferences

September 28-29 | Brian Matson will be speaking at the Michigan Association of CVBs Annual Conference on Social Communication Tips & Recovery Strategies
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October 6-9 | Brian Matson will be speaking at the Spirit of Ohio Travel Conference on The Do’s and Don’t of Successful Content Marketing

October 16 | Brian Matson will be speaking at the eTourism Summit on Do Pictures Really Paint 1,000 Words?
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Tourism Conferences

November 8-10 | Dave Serino will be speaking at the eTourism Summit on “A Case Study: Data and Audience Sharing with Conversions” in Orlando, Florida
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Pure Michigan Raises the Bar with Statewide Educational Program

The Scope

The Strategy

The Results

Video with Audience Reaction

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