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IDA marketing staff highlights LinkedIn strategy, poster rollout and email campaign metrics
Summary
The agency’s new marketing staff reviewed outreach work over her first month: redesigned posters to be displayed in five locations across the county, LinkedIn profile and short‑form video posts that generated higher‑than‑expected impressions and engagement, an email campaign with a 6% click‑through rate for a Skyler Business Park presentation, and
Samantha, the agency’s new marketing staff member, briefed the board on outreach work completed during her first month on the job, including new posters for five county locations, a refreshed LinkedIn profile, and digital campaign performance metrics.
She said printed posters arrived and will be placed at the IDA office, the Chamber, the county building, the Mohawk site, and Herkimer College. "The posters actually came in the mail yesterday, so we were able to frame them," Samantha said.
Samantha described a LinkedIn‑focused strategy to reach developers and investors while using Facebook for community engagement. She presented metrics from a short video post promoting a Skyler Business Park tenant (Hubert Brewer): the post generated about 830 impressions and a 6% engagement rate, which she said compares favorably to the typical 3–5% benchmark.
An email campaign using the agency’s contact database (about 6,004 addresses) produced a 6% click‑through rate; Samantha said roughly 40.8% of those clicks went to the agency’s LinkedIn page and 24.3% to a presentation about the Skyler Business Park. The agency currently uses Constant Contact but Samantha said lessons from recent Mailchimp training translated into improved segmentation and tracking.
Samantha also said the team adopted Trello for project management, will schedule headshots for board members, and plans a small promotional presence at upcoming events. The board encouraged staff to share materials and cross‑post content to members’ personal pages to boost reach.
