2017 Consumer Content Strategy
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- Laurel McCoy
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1 2017 Consumer Content Strategy
2 Your Hosts Mark Lapidus Director of Digital Development Talia Salem Manager of Web and Content
3 Today s Agenda Brand Positioning Personas Content Distribution Partner Creative Ask Content Strategy Website Design
4 Brand Positioning Strategy
5 The diversity of the USA is exciting and uniquely ours to own in a way that is magnetic and inviting
6 And, uniquely yours to discover genuine and authentic opportunities that truly speak to who you are
7 And there s an American story for everyone, just waiting to be created
8 The collection of these experiences become our own unique story that we in turn share with friends and family
9 Weaving the logic together The USA is full of boundless possibilities Because its diverse in its experiences, landscapes and people If I visit the USA, I get more unique experiences, whatever my mindset is And the more experiences I have, the more interesting my personal brand becomes Since finding and sharing the new is the currency of the social age The USA is a great place to visit, because it allows me to be the hero of my own vacation story What the USA uniquely offers? What s in it for me? Why is this important?
10 Appealing to each persona EXCITEMENT LOCAL ESCAPE FAVORITE GETAWAY The USA s experiences and culture provide real and genuine ways to feed each travel persona s brand
11 Content Distribution
12 All New Consumer Sites! Cutting-edge functionality and immersive content Mobile Responsive Personalized Modular Geotargeted Integrated Search Inspiring visuals Easy to navigate Useful information Customized messaging
13 Key Social Platforms Messaging strategy aims to deliver the right message at the right time to the right audience Facebook: Main paid social media channel for every market except for China YouTube: main video distribution channel Twitter: real-time and paid media channel Instagram: 1 global channel, currently testing advertising in various formats WeChat: China s premier messaging app, main messaging channel SinaWeibo: China s top social app, currently running paid media For a full list of Brand USA s channels by market, visit TheBrandUSA.com.
14 Consumer Footprint
15 Get Involved! We need your info for our new websites and content campaigns. We will use your responses for: Consumer marketing campaigns Updating website content Updating destination pages with new fields like events and must sees Story ideas and social posts Images and video for creative campaigns! State/Regional Survey City/Island Survey Experiences Survey One survey per organization Due by July 15
16 Contribute your content to Brand USA s new media library! Now accepting: ü ü Digital Photos HD b-roll video For more information please contact: socialmedia@thebrandusa.com
17 Content Strategy
18 Brand USA 2017 Content Hero USA Campaign Hub Neighborhoods, Towns & Cities Pop Culture Live Entertainment Road Trips Local Lens Great Outdoors Hygiene Travel Information Seasonal and Live Events Market-Related Content Hero Hub Hygiene
19 Neighborhoods, Towns & Cities The United States has a unique array of cities and towns. We will focus on the sense of place, vibe, cuisine and essence of each destination. Must-see places City guides Insider tips Hidden gems History, arts & culture Shopping & Dining Nightlife Entertainment
20 Pop Culture Capitalizing on the USA s status as the world s top exporter of media, we will highlight the culture and entertainment that makes the USA a world-class travel destination. As Seen on Film Music and its influence Famous songs about USA cities Filming and anniversaries
21 Examples
22 Live Entertainment Building off of pop culture, we will showcase the countless options for live entertainment. Live music Events & Festivals Theater & Dance Arts & Culture Theme Parks & Attractions Best cities for live entertainment Spectator Sports
23 Hygiene Content We will publish evergreen content and support with paid media as relevant. Outdoors & America Wild: National Parks Adventure Launches Travel Information Seasonal and live events Market-Related content International Events Federal messaging
24 Legacy Content Brand USA s consumer channels will continue to message on a market and campaign specific basis: The Proximity Campaign The Great Outdoors Flavors of the USA and culinary content
25 Road Trips : Year Three During Year 3, we will conclude our Road Trip series by promoting the yet-to-be-featured states: Alaska North Dakota, South Dakota & Montana Oklahoma Vermont West Virginia & Kentucky The Island Territories The content will go live in early 2017 Existing content will be featured on the newly created section of consumer websites with custom mapping
26 Local Lens We will take you on a journey through local hotspots, hidden gems and the best ways to experience local attractions.
27 Thank You!
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