SCVB Re-brand Case Study

Destination Implements New Brand, Tourism Initiatives, and Metrics for Increased Traffic and Conversions

The Spartanburg Convention & Visitors Bureau (SCVB) is the official destination marketing organization for the City and County of Spartanburg, South Carolina.  The SCVB was established in 1986 as a division of the Spartanburg Area Chamber of Commerce.
 
Located in the foothills of the beautiful Blue Ridge Mountains, Spartanburg is known for its Revolutionary War battles, as well as a rich textile and agricultural history.  Home to a thriving arts and culture community, Spartanburg also offers visitors plentiful outdoor recreation opportunities and stunning scenic views.  This SCVB Re-brand case study shows what we did increase visitors to their site and increase the number of downloads of the virtual tourism guide.

Problem

The website was outdated and did not reflect the eclectic vibrancy of the Spartanburg area.  Traffic to the site was low and the bounce rate high.  Few visitors were locating and downloading the virtual tourism guide.

Approach

In collaboration with the marketing team at SCVB we put together a plan that included a complete revamp of the design and layout of the site.  The site needed a fresh look, simplified navigation, and on-page calls to action.

Solution

We designed and implemented a totally new template to freshen up the site.  Added the free tourism guide download form to every page with a javascript slider to maximize visibility.  Added sports, art, and bike map downloadable guides to better segment the target audience.  And updated the PPC marketing approach with better SEO to increase paid traffic.

Impact

Traffic to the site increased immediately with longer user visits and increased page visits.  The newly added downloadable guides along with better placement of the inline forms increased user interactions and conversions.



VisitSpartanburg.com Before


VisitSpartanburg.com After


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