GCCTB Marketing Meeting
June 17, 2025
In Attendane: Elizabeth Brumm, Shelby Ledford, Lesley Roybal, Megan Dryden, Gaylene Ore, Paula Isakson
Absent: Cheryl Spezia, Jennifer Brown, Dave Huber, Kristen Spronz
Lesley Madden Media Presented Marketing Update
Year to Date Highlights
Agency Management includes continued monthly support on current and new website, working on strategy for local and sustainability campaigns
Media Management includes reviewing potential opportunities, shifted budget to support boosting organic social and exploration 2026 state of CO advertising
Campaign Creative Execution with all summer campaigns live, fall in production and working on Expedia/VRBO ad production
Reporting Analysis provided each month
Photo-Video Assets including Summer photo shoot completed June 12 - 15, working on Tourism Economic development video
Website Build includes new website site map approved with wireframe and content audit in production
Website and SEO Support & SEO includes monthly reporting and review of SEO and GEO optimizations and changes in search
Website UI/ UX Accessibility includes working on current website to fulfill ADA requirements by July 1
SEO Driven Content Execution includes working on the following production pieces: Top Things to Do in Fraser & Winter Park, Unique Places to Stay in Grand County, Brunch Spots in Grand County, Top Things to do with Kids in Grand County, Farmer’s Market Guide, Top Things to do in Kremmling: Local’s Picks and Must-Visit Cocktail Bars
Email Marketing included updates monthly consumer emails sent 2nd week of each month, updated look and feel for PR email template to match consumer email with seasonal onboard campaign in production.
Campaign Performance
Google SEM - 19680CTR 4.42# average Ctr and 2.55 time on site
Insights - top RMNP
Prospecting - 21, 217 total clicks 1.53% average cTR
Re-marketing - 12,897 total clicks 3.4% up from 2.6%
Nativo Content - 689K Total Impressions with .11% cTR and 1.27 time on site
Re-marketing - 100k Total Impressions
Azira - Programatic - banner ads performing well
328K total impressions prospecting and 83 K total impressions remarking
Azira ConnectTV ad - 144K Total Impressions with 99.96% View Rate
Email Execution - 26% Open Rate Exceeds 2025 average rate by 3%
6% Click to open rate - highest year to date
Top Content - Explore Lakes, ATV, 8 Grand Hiking and Biking Trails
Audience primarily women mature experience driven audience
Website performance - Paid
Top Pages - home, RMNP, things to do town of grand county
Top Cities - Denver, Houston, Dallas
Website performance - Organic
Top Pages - home, Grand Lake, Granby
Cities - Denver, Phoenix
AI Search Grand County
Search Engine Share
Bing
Duckduck Go
Yahoo
Average engagement all sites 72 - 82 percent
NEXT STEPS - Tourism advocacy video, fall campaign work, 1st quarterly business review late June, early July - Website - site map approved, wireframes ready for review and page design coming (for new website)
Local Campaign
Shares the benefits of tourism in a fun and non forceful way
Tourism supports the places and people we love
Sample Copy
Tourism isn’t abut bringing more people. It’s about keeping things running. When visitors, shop, eat, and stay here, they spend money that helps keep local businesses open and people employed. It’s the reason some stores can stay open year-round and why service jobs stick around after peak season.
“The Source of What Keeps Us Going” shows how tourism supports the backbone of Grand County - its workers, business owners, and everyday services. It’s not flashy. It’s function. And it matters.
Headlines and Key Messaging
The Source of What Keeps Us Going
Visitors Come And Go - Their Dollars Stat
Tourism Helps Paychecks, Not Just Postcards
What Brings Visitors Helps Support Us
Behind Every Busy Shop Is A Community That Benefits
Visitors Come For The Views-They Help Support The Rest
It’s Not Just a Visit - It’s a Boost to the Community
Tourism Helps Locals Stay Local
Tourism Fuels What We’ve Built Together
Creative Review
Lesley then reviewed the creative banner ads and set up for the messaging with use of local personalities, families, friends and business owners. Ads would be for print, social, digital etc.
CTO Grant Updates
Gaylene has had meetings with the CTO on grant opportunities. On July 8 a Tourism Marketing Grant application opportunity will open. CTO recommended that we apply for this grant but that we do not use the grant application for moving from Stand Grand to Do Grand Right.
On September 16, 2025 applications will be open for the Destination Development Mentor Program. The CTO suggested that we might want to apply for this grant and use it for our move from the Stand Grand Campaign to Do Grand Right.
Marketing Meeting Agenda Discussions
Gaylene asked the board about the marketing information being presented at the marketing committee meeting and wanted to know if they liked what was being presented. Suggestions included saving the presentation for the board meeting so that board members received the full presentation with the marketing committee meeting reserved for collaboration on ideas/updates/trends/occupancy and tourism pace to help create strategies for marketing.