Social Strategies That Deliver
Tennessee's thriving digital community
Good ol' Rocky Top The State of Tennessee is now consis-
tently ranked near the top for
social networking presence among all 50 U.S. DMO's, as measured by
Gammet Interactive. Paramore social strategies have taken the state's
ranking from 40 to number 1 (April 2010). Facebook, Twitter, YouTube,
Flickr and MySpace work in harmony with the state's award-winning
website from Design Sensory.
More than Just a Wallflower Customized Facebook content includes a tab for email signups, and requests for the Tennessee Vacation Guide, which is a key measurement metric for the state.
T for Twitter, T for Tennessee Fans, followers and destinations all across the state are now on board with @TNVacation. From Beale Street to the Appalachian trail, tourists are talking about Tennessee.
Accountable Media Dollars
Real Tourists, Real Money A key accountability metric for
Tennessee is requests for the state
Vacation Guide. The other is
revenue generated by those tourists.
Paramore social strategies are
making the most of the state's digital
media spend.
Lead Generation According to Paramore accountability
metrics, tactics in lead gen turned
$150,000 into $101 million in real
dollars spent. That's after cutting the
cost-per-lead in half. You don't have
to be a mathematician from Oak
Ridge to see these results.
Googlin' It Paramore paid search engine marketing
conversions have a robust 8.5% con-
version rate, which is outstanding for
the competitive travel/tourism vertical.
Mixin' it Up. With the state's deep roots in music,
it was a no-brainer to allow potential
visitors to create their own Tennessee
mixtape on Pandora. From Memphis
blues to Rocky Top, it's all here.
Display Heyday Highly-targeted and consistently opt-
imized campaigns reinforce the state's
digital presence in key tourism sites.
Some display response rates
improved by 250%. We'd tell you
which ones, but we'd have to kill ya.
Tennessee Tourism Co-Op Opportunities »
Email Marketing
Pulling the Trigger Triggered emails and the use of
travel interest segmentation
earned Tennessee and Paramore
multiple Marketing Sherpa Email
Awards for effectiveness.
Hundreds of thousands of opt-ins
later, that's a whole lotta love.
Co-Op Shop Paramore initiated and continues to
execute one of the most robust co-op
email programs in America, giving
smaller destinations the opportunity
to Tennessee attract tourism to their areas
through the state's marketing efforts. We're
always lookin' to help the little guy out.
Tennessee Tourism Co-Op Opportunities »
eNewsletters In addition to the co-op program,
Tennessee keeps touch with
potential visitors with regular
monthly eNewsletters that keeps
'em coming back.
Steppin' Out of the Box
Tennessee is the Volunteer State. Steppin' up is how we roll. Now and then, we just make something to see how it flies.
Hello, Dolly!
For a li'l viral fun, Paramore created
"Take a Ride with Dolly and Elvis"
that allowed folks to hop in the pas-
senger seat, pick a tune, and share
with friends. How 'bout them apples?
The Lotz House
A great piece of video content, shot and
produced by Paramore, tells the story
about one of the great historic trea-
sures in Tennessee.
Discover Tennessee Trails & Byways
Paramore has been a partner in the creation of
the digital community for the Discover Tennessee
Trails & Byways initiative, which encompasses
sixteen driving trails that touch all 95 counties
in Tennessee.
