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Chamber reports digital reach, billboard use and larger leadership class as marketing priorities
Summary
At a June 23 City of Aberdeen council meeting, the Chamber of Commerce presented marketing metrics showing 37,220 website users year-to-date and described new digital billboard campaigns, collaboration with the CVB and a 35-person Leadership Aberdeen class.
The Chamber of Commerce told the City of Aberdeen City Council on June 23 that its marketing program is expanding digital advertising and community-focused promotions, reporting 37,220 website users so far this year and that 86% of those were new visitors.
Gail, a Chamber of Commerce marketing representative, told council members the chamber has launched two new TV spots and is sharing time on a new digital billboard southeast of town. "So we have had so far this year 37,220 users. 86% of those are new," Gail said, adding that mobile traffic dominates and that top pages include events, housing, employment, childcare and transportation.
The presentation emphasized cooperation with the Convention and Visitors Bureau for regional tourism outreach and with other local organizations on downtown events. Gail described the chambers' role as promoting Aberdeen locally and within about a 90-mile radius, and said the chamber sometimes supplements CVB activity when funding allows. "Every visitor is a new resident," she said, describing the CVB's perspective on converting visitors to residents.
Councilwoman Tiffany Langer asked how the chamber decides which website to direct people to given multiple local sites; Gail said the chamber typically points people to aberdeensd.com for community information and to aberdeenareaevents.com for event listings. Gail also said the chamber and CVB split costs for the new billboard and will promote council and city events if requested.
Gail said Leadership Aberdeen had its largest recent class with 35 participants and that the class is raising funds for a proposed pump track; the Aberdeen Cycling Association would take over the project and work with the city or county on siting. She also noted a gift-card program aimed at nearby communities such as Jamestown, although she said definitive impact data from smaller markets is not available yet.
Council members complimented the chamber's creative materials and digital reach. The presentation concluded with an offer from the chamber to run city-originated promotional content on its billboard and digital channels.
The marketing update was presented as an informational item; no council vote was required.
