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BSD marketing report: digital ad spending, website traffic and video projects drove audience growth
Summary
Marketing staff reported a year of higher digital engagement, nearly 913,000 advertising impressions, 286,000 website views and new video content in production; staff seeks to expand social media influencer partnerships and noted planned content rollouts in March.
Sherry, the BSD marketing lead, presented a year-end marketing report showing increases across digital channels and previewed a series of video and influencer initiatives planned for the coming months.
Sherry told the board the district spent $141,250 on advertising across print, digital, broadcast and signage for January–December, with about 60% directed to digital and social media. “We had a whopping 913,000 impressions last year,” she said, and the site allinBirmingham.com recorded more than 286,000 page views, a roughly 14% increase year over year.
The marketing report is important because the BSD ties digital reach to business support: staff said partner referrals from the website totaled about 24,682 clicks (including partner directory referrals), and the Farmers Market and winter market social accounts posted substantial growth — Farmers Market reach was reported at roughly 78,000 with a 21% increase in followers.
Sherry and the team described ongoing production of several video assets (winter market, day-on-the-town, farmer’s market promos) and voice-over scripts; staff expected drafts of winter-market videos by March 10. The marketing committee is also moving forward with an influencer strategy; staff said they have narrowed a long list to a short candidate list and prepared questions and themes for outreach.
Board members discussed shifting more budget from print to digital and timing concerns for spring campaigns; staff said the influencer push could be turned around quickly in time for spring promotions. Marketing staff also said they are compiling a media/hub drive of completed videos for property-owner outreach and leasing presentations.
Ending: Sherry asked members to provide feedback on targeted retailer and property outreach lists; staff will return with influencer project details and video drafts in the next month.
