Visit Savannah Ads Reimagined
Savannah’s destination marketing organization, Visit Savannah, brought me in to revamp their advertising products and content ecosystem to both broaden their appeal as an advertising platform (publisher), solidify their local positioning as THE Savannah partner ecosystem, and increase revenue. Their reliance on typical display ads and reluctance to broaden their product portfolio was no match for my type A New Yorker attitude bent on progress!
Analysis of current advertising products and performance
Produced new capabilities deck and media kit
Creation of email, new display formats and site placement, sponsored video, product integration and cross-channel advertising opportunities
Developed and launched new “content hub” to leverage editorial content and guide advertisers to “sponsored” content
Addition of programmatic program and weekly optimization reporting to clients
Components
Results
Increased ad products from 3 to 11, leading to 40% revenue jump YOY\
Email design and strategy revamp
Native display ads
Sponsored editorial & video content
Content hub
Social media integration
Product integration
Print ad opportunities
Content Hub became most requested (and highest priced) ad product
Sponsored email revamp resulted in:
10% increased open rate
30% increased click through rate
17% reduction in ’unsubscribe’ requests
