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O'Fallon marketing team seeks more targeted out‑of‑region outreach to boost overnight stays
Summary
Kristen, the Recreation Department's marketing lead, told the O'Fallon Convention & Visitors Bureau the department spends nearly $115,000 annually across four funds for advertising and plans expanded paid placements, use of mobile foot‑traffic data and new partner features to draw regional visitors and increase hotel stays.
Kristen, the Recreation Department marketing lead, told the O'Fallon Convention & Visitors Bureau on Feb. 23 that the department uses OCVB funding mainly to attract regional visitors to signature events such as Heritage & FreedomFest and Celebration of Lights.
"We spend nearly 115,000 a year amongst the 4 funds in advertising, and over 60% of that does come from you guys," Kristen said, describing the department's mix of digital, print, billboard and broadcast spots and its use of three social channels.
The presentation reviewed measurement challenges and new data tools. Kristen said digital campaigns provide click‑through and reach metrics, but placements such as billboards are harder to attribute to visits; the department has begun using Placer AI mobile foot‑traffic data to better understand where attendees come from. She also described recent placements in Missouri Life magazine and regional broadcast buys and floated a paid, on‑site live segment idea ('Great Day on the road') for the week before Heritage & FreedomFest.
Board members pressed for clearer calls to action aimed at converting interest into overnight stays. "I just wanted to know the goal of this is to promote overnight stays. That's where this money comes from," said Kelly Perano, a board member. Board members asked that out‑of‑area marketing include obvious links to nearby hotels, and suggested exploring hotel incentives or package discounts to increase bookings.
Kristen said the marketing team will coordinate with city staff and hotel partners to make hotel links and offers more visible and to test reallocating some billboard dollars to other channels. She recommended multi‑year testing for placements and using Placer AI outputs to refine buys.
The board also discussed tactics to smooth demand: targeted messaging to encourage visits earlier in the season for Celebration of Lights and the use of rack cards and QR codes at partner locations. Kristen said the team would explore dedicated audience targeting in Chicago and Kansas City markets and additional paid placements through DDI.
The presentation closed with a request from board members that the marketing plan prioritize conversions to hotel stays and include clearer measurement and hotel booking links. Kristen agreed to follow up with staff on specific implementation ideas and creative approaches.
