New marketing manager and PR push; Crooked Road launches app and orders wayside exhibit replacements
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Summary
The foundation introduced marketing manager Ryan Vaughn and said it extended a contract with Lori Rowe and Company for PR work; Crooked Road reported a new mobile app, website updates, festival sponsorships and orders to replace worn wayside exhibit panels.
The board heard a marketing update introducing Ryan Vaughn as the organization’s new marketing manager. Vaughn said his initial work included production of updated video assets and a 30-second commercial, geofenced digital campaigns and a national PR contract extension with Lori Rowe and Company that will use individualized journalist tracks for future media visits.
Vaughn reported prior PR results and said the foundation plans additional media fam tours focused on topics such as fly-fishing and motor-coach travel. He told the board staff will use a mix of targeted digital advertising and earned media to drive visitation.
In a partner update, Dani reported Crooked Road’s website and mobile app are now live. She described a successful Youth Fiddlers Convention and a new partnership with the Library of Congress Folklife program to send a category winner to the National Folklife Festival in Washington, D.C. Dani also said grant funds were used to order replacement wayside exhibit panels across the Crooked Road venues; 20 panels were ordered to replace worn signs at 10 major venues with installation planned for early summer.
Board members praised the PR and app work and discussed using Virginia Tourism feeds to populate listings. No formal votes were taken on marketing contracts during the meeting; staff said contracts had already been extended.
