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Gray Media presents marketing results; board agrees to try paid social pilot for February
Summary
Gray Media told the Jefferson tourism board the campaign delivered year-over-year lifts in website traffic and engagement and recommended a short paid-social pilot for February; the board agreed to test a baseline and consider moving budget if results justify it.
Gray Media presented a yearlong review of the tourism campaign and recommended a short paid-social pilot for February to support Mardi Gras, Valentine’s Weekend and a local theater production.
Trey, Gray Media’s digital specialist, told the board the website saw about 67,000 sessions in the most recent fiscal year compared with below 58,000 the prior year — figures the agency summarized as a roughly 14% increase in total sessions and a 25% increase in engaged sessions. “One of the coolest parts…is the 14% increase in total sessions,” Trey said while walking through Google Analytics slides. The agency also reported roughly…
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