Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program? With one of the top 10 family beaches in the U.S., an array of world-class golf courses, abundant natural beauty and a spirit you won’t find anywhere else, Hilton Head Island offers a relaxing, laid-back and welcoming vibe that makes it a perfect vacation destination. There’s something marvelously different about the relaxed, warm and welcoming vibe found on Hilton Head Island. It’s the Lowcountry way of life - and it’s what makes Hilton Head Island one of the best family destinations for your next vacation. A strategic social media plan was put into place to communicate all of these messages and expand Hilton Head Island’s engagement across social channels—ultimately leading to an increase in website referrals and social conversions. The marketing objectives of our social media plan were to: Increase online awareness of Hilton Head Island as an amazing vacation destination, no matter what type of vacation you’re looking for Increase engagement across Facebook, Twitter, Pinterest, and Instagram Turn social media engagement into referrals by strategically including links in posts, ultimately leading to increased conversions Drive traffic to the Island Time blog to educate and incentivize travelers to visit Hilton Head Island A content plan was developed through research into demographics, seasonal trends, and seasonal activities. We reviewed Google Trends, Google Analytics and SEO keyword data to help inform our content plans. Content is monitored daily, and adjusted over time to reflect what performs best. The key message for all our social marketing is: Hilton Head Island is America’s Favorite Island(™). That’s why year after year, families come to Hilton Head Island for memories that last them a lifetime. From bicycle rides on the beach, to shucking a local oyster, to spotting great blue herons and baby sea turtles, the possibilities are endless here.

Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)Goal #1: Increase online awareness of Hilton Head Island as an amazing vacation destination, no matter what type of vacation you’re looking for: +11.1% total increase in followers on social channels YoY We achieved a 100% increase in social media mentions from Canadians (compared to the previous 7 days) after hosting a consumer media event in Toronto to encourage travel on Air Canada’s direct flights to Hilton Head Island and received overwhelmingly positive feedback from all attendees. The aforementioned event achieved a 113% attendance rate, exceeding our goal. Most free events can expect an attrition rate of 50%, according to EventBrite. Our content partnership with social media influencer and The Bachelor franchise alum Jen Saviano achieved in excess of 2 million impressions and 28,000 engagements, generating increased social media activity and exposure of the destination to her lifestyle, wellness, and travel-focused audience. Goal #2: Increase engagement across Facebook, Twitter, Pinterest, and Instagram: +42% increase in cross-channel engagement (YoY) +29% increase in cross-channel engagement rate (YoY) +49% increase in Comments through engagement (YoY) Goal #3: Turn social media engagement into referrals by strategically including links in posts, ultimately leading to increased conversions: +54% increase in referrals from our social channels (YoY) +37% increase in website sessions through social referrals (YoY) Goal #4: Drive traffic to the Island Time blog to educate and incentivize travelers to visit Hilton Head Island 2.63% increase in blog traffic YoY (Sept 2019 until Sept 2020) while contending with challenges from the COVID-19 pandemic (80,000 sessions YTD)

Project Analysis: Please provide a brief background on the project and your company efforts to demonstrate good corporate citizenship in the areas of community involvement, environmental, or socially responsible practices.

Objectives and Goals: What did organization set out to achieve in undertaking this project in CSR? What were the goals you set to measure your success?

Results: How did you measure the effectiveness of your efforts and what direct and tangible results did you achieve? Please be as specific as possible and share the full impact of your efforts in CSR.

Leadership: Please list the individual in a leadership role responsible for the project and how would you characterize their commitment to promoting corporate social responsibility in the travel and tourism industry?

Situational Analysis: Please provide a brief background on the initiative and the problem, challenge or issue you were seeking to address in the areas of developing emerging talent and engaging existing talent to meet the demands of your business.

Goals: What did your organization set out to achieve in undertaking this initiative? What obstacles did you encounter?

Results and Impact: What results had the greatest impact on your target audience? Please comment on the process and the outcomes. What measures were used to determine success?

Situational Analysis: Please provide a brief background on the initiative and the nature of the issue you were trying to impact.

Goals: Clearly state your goals. What did you strive to achieve with this initiative?

Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the initiative?

Goals: Clearly state your marketing goals and audience. What did you strive to achieve using this piece or program?

Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)

Entry TitleHilton Head Island Social Media

DivisionDigital Marketing - Social Media/Social Networking

CategoryDigital Marketing