In the last installment, I covered basic search tactics – how people type what they want to find. In a nutshell, more specific search terms yields more specific results. Your job is to match those specific terms on your site. And preferably in the order people type them in.
After creating the logo and website for CHO, we jumped on the opportunity to broadcast the new face of the Charlottesville-Albemarle Airport. In a previous article I mentioned the demographic slicing we did to create a targeted marketing plan. The first stop in that plan was to create an ad series to run in local print media.
The philosophy of the marketing plan is to position CHO as a high-quality experience on your journey to the world. To that end, we leveraged imagery from destinations in a way that is more authentic than most instances in which stock photography is used. CHO really can get you to those places and has a rightful claim to the benefits they bestow. Specific events and destinations pull in specific demographics in CHO’s service market. (more…)
