Lubbock, Texas. Home of Texas Tech University, Prairie Dog Town, Llano Estacado Winery, the world-famous Buddy Holly Center, and much, much more. And it’s the cap rock of what people say about West Texas: warm, friendly, down to earth, and it just sort of feels like home, no matter where you’re from.
And that feeling is on purpose. It’s all a big part of the efforts Visit Lubbock and Economic Development Alliance invest in daily.
Aria delivered a digital blueprint, which drove strategy and tactics for not only the website, but all digital marketing channels.The new website was driven by a communications strategy — not a silo-ed list of website improvements.
We found that integrating all digital channels — Facebook, Twitter, Instagram, and WordPress — is key to this marketing strategy’s success.For our audience, unfamiliar with Lubbock, we created a new online Trip Planner to create “your” ideal Lubbock getaway.
Like many client relationships we hold, it all started with the ubiquitous RFP. And that RFP was to design a new website, as the old one was not responsive to multiple devices, was near impossible to manage, and therefore very out of date, and didn’t fit the Visit Lubbock brand the organization had been building for months. That’s a good brief, and one we can work with.
And we couldn’t be more thrilled that we found ourselves the winner of one of the most exciting journeys we’ve been on.
The project began simply enough, but we collectively decided that what Lubbock really needed was a digital marketing hub to enable greater inbound traffic, better engagement, and deeper analytics integration to make sure changes moving forward are on target and purposeful. So, we created a digital blueprint that would precede any digital marketing platforms. Translated out of marketing speak, we needed a plan, and then needed to build some tools to act on that plan.
Now, obviously, we can’t share the secret sauce inside the plan, but we can tell you that it was designed to serve as the measuring stick with which we would track all other efforts. The plan covered everything from website navigation architecture, to social media metrics and recommendations, SEO, and digital advertising. To say it was comprehensive is to say the ocean is salty.
Overall, the site has been very well received, with a lot of kudos on the intricacies of many of the design and architectural decisions. Being a recent launch, we’re watching the interaction metrics closely to ensure we continue to track the ever-moving target, and hit dead center.
We began the project by looking at Lubbock’s website goals and digital audiences. Knowing both, we launched our process of crafting each touch point where we know our audience would intersect our story.
The new VisitLubbock.org was designed to be a site as feature rich on a mobile phone as it is on a desktop computer. Using responsive design principles, the site has one management interface for content, and displays that content in specific order and resolution depending on device and viewport size.
Facebook, Twitter, Pinterest, Instagram, YouTube and WordPress were all part of the plan from day one. And we didn’t just want to drop a link on the site. Throughout the site, you’ll see embedded content, and content from the site embedded on those same social networks. In fact, we believed so strongly in it, we added a live Instagram map to the homepage where you can see what amazing photos people are posting within the city limits.
Everyone has to visit a new place for the first time at least once… right? We figured that a lot of people coming to Lubbock—and by figured, we mean we reviewed a lot of data—were newby’s to the area, and didn’t know how great Lubbock is. So we fixed that particular problem with a digital trip planner that creates a behavioral profile of you to serve up just the right stops while you’re there. With exclusive deals attached to each trip, this new way of travel planning is sure to expose the uninitiated to the vast array of sights Lubbock has to offer.
Was the project or process perfect? Far from it. Did we hit our initial launch date target? No. But to get the best product we could collectively produce, the Lubbock and Aria teams chose to launch later than originally desired. And we’re glad we did. What we launched is a set of digital marketing assets we’re all extremely proud of, and are already changing the landscape for the Lubbock marketing team.
But don’t just take our word for it. We encourage you to take a look for yourselves atvisitlubbock.org.
“These new marketing tools are exactly what we need to showcase just what a great place Lubbock is to visit, plan an event, or stay and just take in the sights and culture. We’re all very proud of the work that went into this project, and the product that ultimately resulted from it.” — John Osborne, President & CEO, Visit Lubbock