As the back-to-school season officially kicks off this month, tens of thousands of central Arkansas residents may experience an unexplained urge to shop in Conway. “We want to deliver the message multiple times in a variety of formats.” said Conway Chamber Director of Destination Marketing Rachel Earls. The chamber is executing a marketing campaign on behalf of the Conway Convention and Visitors Bureau.
The campaign is focused on almost 39,000 households in Beebe, Cabot, Maumelle, Searcy and Russellville. Earls said that the Convention and Visitors Bureau wanted to target “swing shoppers” who might be tempted to shop in other communities. “We chose these specific communities because they have a choice about where to do their shopping and we want them to think of Conway first.”
The CVB has done similar campaigns in previous years that primarily relied on direct mail. This year’s campaign has evolved to include digital marketing products from the Log Cabin Democrat and KATV. “The Log Cabin created a plan to reach and track shoppers online in our target areas,” said Earls. “We’re also going to “take over” the KATV news app for a day and finally follow up with direct mail.” Earls said that the hope is for some area residents to see the campaign in each format multiple times.
The Bureau also included a special promotion to help the mail piece stand out in a crowded mailbox. One lucky winner is promised a $1,000 VISA gift card to jump start their shopping. “Historically, we’ve had a great response and we think the online component will help. We want to constantly remind central Arkansas that Conway businesses can meet all of their needs,” said Earls.