During 6 years we provided digital marketing strategy for the New England Inns & Resorts association located in Massachusetts. The association promotes small inns and resorts across the New England region, acting as a CVB or destination marketing association and receives funding from it’s members. The majority of our work with NEIRA included SEO, Content strategy, technical website strategy, and social media. Our goal was to increase the number of people seeing NEIRA’s members on their website and ultimately convert those visitors into leads for the hotels that are association members. The tourism association marketing strategy was two pronged with one part being geographically focused content and the second part being the ‘things to do’ segment where we created new content around family friendly events, weddings and events, fall foliage, and other regionally important topics.
During a 5-year stretch, NEIRA consistently increased the total number of leads generated for their – several hundred members – by at least 21%. Additionally, they saw an increase in SEO driven traffic each year and for each of the 6 New England states. NEIRA also invited Scott Fish, the founder of 32° digital to speak at their annual members conference, providing valuable information about digital marketing as a benefit for their members.