Hot Springs Chamber of Commerce: Case Study

Challenge

To motivate more young adults, families and retirees to visit and relocate to Hot Springs, the Chamber annually develops a relocation guide. Five years ago, Chamber leaders felt the look and content of the guide was becoming stale, causing the number of requests to decline.

Solution

To help the city of Hot Springs better stand out from the competition and capture more attention among its target audience, we developed a new look and new content outline for the guide that more proudly embraced the city’s unique features. We put more focus on the city’s small town charm and big city attractions, its incredibly rich heritage and its beautiful National Park setting. We also used better positioned online tactics to extend the client’s reach while staying within the existing budget.

Results

The Chamber has seen a 17% increase in guide requests over the last four years. In 2011, online downloads of the guide increased by 23% from the previous year. Overall, the city of Hot Springs has experienced a total population increase annually from 2008 to 2011.

The American Chamber of Commerce Executives honored the 2008 Relocation Guide with a Merit Award, the 2009 Relocation Guide with an Excellence Award for Communications Excellence and the 2010 and 2011 Relocation Guides with a Bronze Awards for Communication Excellence.

To see more work we have done with the Hot Springs Chamber of Commerce, click here.

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