Encouraging Visitors to Explore #OurTexarkana

Client: Texarkana, Arkansas A&P Commission

SITUATION

The Texarkana, Arkansas, Advertising and Promotions Commission strives to increase awareness of their city’s restaurants, hotels, and attractions. When we began working with the A&P Commission, there were no existing social media channels. We created and managed the A&P Facebook and Instagram social channels as well as developed and executed a social media strategy to increase awareness of Texarkana, Arkansas, as a tourist destination and encourage visitors from surrounding cities and beyond.

GOALS

• Establish presence and grow engagement on Facebook and Instagram
• Increase awareness of Texarkana, AR as a tourist destination in the Ark-La-Tex region
• Encourage visitors to eat at local restaurants and stay at hotels in #OurTexarkana and, as a result, increase HMR tax collections in Texarkana, Arkansas

PLAN

Based on our goals, our social content strategy focused on 2 key messages:

• Showcase the unique, quality local food scene in Texarkana
• Increase awareness of the attractions and events in Texarkana

ACTIONS

• Developed monthly social content calendar for Facebook and Instagram
• Developed a monthly Texarkana events calendar
• Photo and video shoots to gather high-quality photo and video content, including local restaurant feature videos and several short, 30-45-second vignettes for use on social media
• Wrote monthly blog posts

RESULTS IN FIRST 12 MONTHS

• Total HMR tax collections increased by 6.7% in 2019
• Total HMR restaurant collections increased by 8.3% in 2019

Facebook:

• Over 5,400 Page Likes
• Over 81,000 users engaged with the Facebook Page
• 1.6 million users reached
• 2.1 million impressions

Instagram:

• Over 2,100 Followers on Instagram
• Over 15,000 Instagram engagements
• 336,000+ users reached
• 494,000+ Impressions

Facebook and Instagram:

• 21,164 website sessions from social

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