Marketing Strategy

From surveys to media audits, DCI’s marketing team does the legwork to understand your destination’s perception among target audiences, whether it’s potential visitors, new talent, or foreign investors. We seek out candid opinions through online perception studies that provide the data that will inform every step of our program. We have the tools to hear directly from corporate executives, site selection consultants, talent, past/prospective visitors, meeting planners, and more.

Numbers are excellent, but paired with qualitative research, you can’t go wrong. Through qualitative methods including focus groups, DCI better understands the work needed to enhance community engagement. We’ll work closely with you to identify participants for virtual or in-person focus groups, allowing our DCI team to hear directly from them about your community’s strengths and weaknesses – and what local members think about your goals.

Through our national research, DCI understands the most important factors that motivate visitors, site selectors, and job seekers. We also lean heavily on our research findings to develop a succinct brand promise and key messages. These foundational deliverables will serve as talking points, digital content and print marketing content. These messages will help define brand activations moving forward so that our marketing plan stays true to who you are.

DCI never leaves a client in the dark. As part of our marketing strategy, we will develop a clear timeline, budget and success metrics to help you actually implement every step we design. DCI strategies don’t sit on a shelf and collect dust because we provide clients a roadmap to implement the ideas and raise the profile of destinations. A marketing plan is only a plan until it’s set into action.

DCI provides clients with a clear roadmap including a myriad of tactics. Through effective media relations, we’ll harness proactive PR tactics to target your most wanted media. We’ll amplify your key messages through social and digital media, engaging influencers. We’ll optimize your website and we can even plan advertising campaigns through traditional or digital platforms. We’ll place thought leadership pieces, attend trade shows, organize in-market activations – and the list goes on!