Mesquite CVB

Bringing Real. Texas Flavor. To the Masses

The Situation

Mesquite, TX, a quiet, unassuming town just east of Dallas, has what many destinations of its size don’t—a brilliant, unique, ownable and identifiable brand that perfectly reflects its big Texas personality.

But, without a concerted marketing, advertising and promotional strategy, that message wasn’t getting out and Mesquite wasn’t garnering the attention it deserves as a distinctly Texan destination. It’s “Real. Texas. Flavor.” wasn’t being felt by potential visitors and crowds that would be drawn to the authentic, Texas-country-feel of this established city.

So, in late 2014, we partnered with the Mesquite CVB to produce a defined, annual Marketing and Communications Plan that could be collectively (and quickly) executed to raise Mesquite’s brand awareness and elevate the city as a tourism destination.

To Get It Done

We tackled this project in two phases:

Who was coming to Mesquite, and who was spending travel dollars? First, we spent six weeks doing a deep-dive discovery; getting familiar with the existing community, the growth and trends in demographic shifts from the past few years, a thorough review of past marketing efforts—successes, not-so-much successes, and open opportunities—and most importantly, an analysis of Mesquite tourists and business travelers and their travel habits.

Who was coming to Mesquite, and who was spending travel dollars? First, we spent six weeks doing a deep-dive discovery; getting familiar with the existing community, the growth and trends in demographic shifts from the past few years, a thorough review of past marketing efforts—successes, not-so-much successes, and open opportunities—and most importantly, an analysis of Mesquite tourists and business travelers and their travel habits.

How Does That Approach Create A Win/Win?

By crafting a Marketing Plan with three hard-and-fast, numeric-based goals, and all other pieces of the plan supplementing those goals, defining success is easy. By the end of the next fiscal year, we either achieve our goals or we don’t. It’s black and white, leaving no room for subjective interpretation.

Of course, we have built in weekly and monthly checkpoints throughout the year to ensure our efforts are achieving results, and when and if needed, we can make course corrections or jump on new opportunities to further the marketing power of Mesquite.

But the bottom line is, when Marketing succeeds in meeting a few key goals, everybody wins.