Huntsville Madison County Chamber of Commerce
Project Overview
Beekeeper Group was tasked with creating a new website to house economic development and talent attraction resources, separate from the Chamber’s main website presence. Leveraging the ASmartPlace campaign name used in their previous talent website, Beekeeper updated the ASP brand to be more modern and representative of target audiences and attractive to a national audience. The brand was then extended to the website design/development which also featured themes of innovation, space, and economic growth.
After the website launch, Beekeeper Group was tasked with developing and maintaining a bold and targeted cadence of organic and paid outreach to build national awareness of campaign messages and encourage visitors to the website to explore job opportunities and the benefits of living in Huntsville.
Our Approach
The foundation of the campaign was defining the target audience personas early on and then building out branding, website assets, social content, and digital ad campaigns to ensure we were reaching each unique target audience with valuable messages and relatable creative. Through ongoing A/B testing, we are able to continually optimize our outreach to get targeted visitors to the website. Sample ad platforms include Display, Google Search, Social, and even a specialized buy on Reddit targeting a tech/engineering audience. Sample A/B testing includes messages, platforms, geographic areas, and target audiences.
Outcomes
The new ASmartPlace brand and website introduce people to the benefits of doing business, working, and living in Huntsville. Through ongoing organic and paid outreach, the ASmartPlace campaign messages reach tens of millions of people across the country. Of those, thousands visit our website every month to learn more about what Huntsville has to offer them and their families and hundreds conduct job searches. We continue to test new messages and platforms for even more impact.
