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Coordination and implementation of the ‘See you in Turnhout’ communication plan
Client: City of Turnhout
Period: August – September 2021
Target group: B2C
Services: strategic brainstorm, social media management
THE CHALLENGE
Between the months of June and September 2021, the city of Turnhout ran the ‘See you in Turnhout’ campaign, with the aim to promote overnight tourism in the city.
In August of 2021, the City of Turnhout asked us to support the social media side of this campaign, which entailed designing several posts and publishing these on the city’s Facebook and Instagram pages, as well as designing ads, planning advertising campaigns and budget management.
OUR SOLUTION
After a meeting with and briefing by the City of Turnhout, we internally devised an approach which detailed each phase of the campaign, the goals, target groups and budget for social advertising.
Subsequently, a number of on-page publications were finalised and published on the Facebook and Instagram page of the City of Turnhout, including attractive photos and video footage.
These on-page posts were then used to optimise the advertising to optimise the advertising retargeting. Retargeting allowed us to relaunch the content and the campaign to potential customers.
During the first phase, the campaign focused on reaching as many people as possible and on creating a maximum level of involvement among followers. The second phase was mainly aimed at generating traffic to the website, hence at an increased number of bookings.
All steps were validated and agreed beforehand with the City of Turnhout. All posts and adverts were also closely monitored to be able to make adjustments at any time.
Once the campaign was over, the adverts and posts were analysed and results were reported to the City Council.