Perry County marketing report: fewer impressions but stronger engagement; staff plans retargeting and targeted email outreach

The board received a detailed marketing update showing mixed results for May: fewer overall Facebook impressions and reach compared with April but higher engagement rates, while Google advertising showed increased impressions and clicks.

Marketing staff presented headline metrics: roughly 200,000 Facebook impressions and about 3,300 Facebook link clicks for May, lower than April in raw impressions but with more reactions and a steady click-through rate. Google Ads delivered approximately 45,000 impressions and nearly 1,000 link clicks, increases of roughly 78% and 120% respectively. Website sessions for May were about 4,100 with an average session duration of 52 seconds, and paid search visitors showed higher session durations than paid social visitors.

Staff explained the drop in Facebook impressions by noting that May’s creative targeted fishing and a narrower demographic (more male users and older age brackets), which reduced audience size but increased engagement among priority users. The marketing team recommended adding retargeting in July, trying targeted email blasts to nearby regional markets, and coordinating festival and lodging promotion (including outreach around Holiday World and local festival guides).

The board approved routine ad spending and encouraged staff to coordinate with event organizers and to include festival promotion in future plans. Staff also reported they will track monthly performance and tailor keywords and creative to maximize return on ad spend.