Outreach Redesign Case Study: Travel Tacoma

Visit Tacoma-Pierce County creates content to drive tourism and spread awareness of the hidden gems, stunning mountain towns, beautiful nature, and awesome culture in Pierce County. Co-founder Cynarah resides in Tacoma, so we’re familiar with how awesome the South Sound really is!

Pain Points

With a scrappy but small in-house marketing team, Visit Tacoma-Pierce County sought help with creating more consistent content.

Goals

After a hiatus through COVID, the marketing team wanted to bring back the monthly consumer newsletters featuring new content. The quarterly itineraries also needed an updated format to make them easier to read. Finally, because the organization is funded by hotels, we needed to encourage readers to book hotels wherever possible.

Solution

We launched a newsletter with a set template so readers could anticipate a mix of new content, spotlights on a small town and hotel to explore, and up-and-coming events with community partners. For itineraries, we increased the photos and incorporated additional hierarchy for visual appeal.

Results

Our newsletters have an average open rate of 32%—that’s a 10% increase from the previous average.

Newsletter Relaunch and Redesign

Before

The bold colors and fun voice of Visit Tacoma-Pierce County’s branding was missing from their newsletters. Click the image below to view the entire email!

After

With an injection of Visit Tacoma-Pierce County’s colorful branding and a touch of playfulness, our newsletters catch the eye and see more engagement. Click the image below to view the entire email!