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Chamber presents 'Changing the Game' marketing push; reports strong digital reach and new billboard
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Summary
At a City of Aberdeen council meeting, a Chamber representative outlined the "Changing the Game" marketing campaign, citing more than 83,000 digital impressions year‑to‑date, 240,000 television impressions in the last six months, a new digital billboard, and 37,220 website users January–June.
Gail, a representative of the Chamber of Commerce, briefed the City of Aberdeen City Council on the chamber’s 2025 marketing strategy, which the organization is branding as “Changing the Game.” The presentation covered digital advertising, radio and television buys, a new digital billboard, promotional videos, and website metrics that the chamber says support local business recruitment and visitor traffic.
Gail said the chamber has recorded more than 83,000 impressions across digital platforms from January through June and that the campaign’s results are “almost double the national average” so far this year. She identified Colorado, Arizona and Minnesota as the top three target markets for the digital ads and said the chamber works with vendors including Midco and CF Digital for digital buys.
The chamber also reported more than 240,000 television impressions in the past six months tied to placements that include tournament coverage and cable advertising in the Sioux Falls market. Gail described radio buys across multiple local stations, community event reminders and shop‑local messaging as a continuing component of the outreach.
Gail showed two promotional videos that emphasize quality of life and community attractions such as Storybook Land and Wylie Park Campground, and said the chamber began running a new 30‑second spot that she expects to start appearing in the coming week. She also noted the chamber is using a new digital billboard southeast of town (costs shared with partner organizations) for event promotion and community messaging.
The chamber reported the website aberdeensd.com has attracted 37,220 users so far this year, with 86% new visitors; top pages include events, housing, employment, childcare and transportation. Gail said the chamber uses aberdeensd.com for general community information and links to aberdeenareavent[s].com for event listings, and described a working‑relationship with the Convention and Visitors Bureau (CVB) where the organizations “stay in their lanes” but cross‑promote when funding or campaigns allow.
Gail said Leadership Aberdeen’s current class enrolled 35 participants — one of the largest in recent years — and the program is still raising funds for a pump‑track project the class is supporting before turning the effort over to the Aberdeen Cycling Association.
Council members praised the creative work and asked about website destinations for advertised traffic and whether the chamber has measurable results from specific target areas such as Jamestown. Gail said Jamestown tracking is limited but the chamber distributes Aberdeen gift cards twice a year in that market to encourage day trips. Council members suggested using Placer.ai data to refine external market impact in the future.
The presentation was informational; no formal council action was required.
