Ad Hatchery played a critical role in securing the LTAC funding and developing a holistic marketing strategy that would not only draw visitors to the Puyallup Night Market but also encourage long-term spending at local businesses. Their efforts focused on creating a campaign that resonated with both the mission of Generous Influencers and the economic goals of the city of Puyallup.

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1. Securing LTAC Funding and Crafting the Marketing Plan

Ad Hatchery began by working closely with Generous Influencers to craft a strong proposal for the LTAC funding. The goal was to create a marketing campaign that would effectively promote the Puyallup Night Market and other local attractions, while also driving economic benefits for the area.

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The proposal centered around several key objectives:

• Increasing Regional Tourism: By promoting the Puyallup Night Market and local businesses to visitors from nearby cities, particularly Seattle, Bellevue, and Tacoma the goal was to create an influx of tourism spending.

• Highlighting Local Businesses: The campaign would not only drive visitors to the Night Market but also encourage them to explore local hotels, restaurants, wine bars, cafes, and shops in the area, contributing to a more sustainable local economy.

• Community Engagement: True to Generous Influencers’ mission, the proposal emphasized fostering strong community relationships and supporting small businesses through market-based initiatives.

 

With Ad Hatchery’s expertise, the proposal was successful, and the LTAC funding was secured. The next step was to design and execute a marketing campaign that would meet the outlined objectives.

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2. Developing the GalsNightOut.com Platform and VIP Pass Strategy

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A key component of the marketing strategy was the creation of GalsNightOut.com, a user-friendly website designed to promote and sell the exclusive VIP pass program. Visitors to the site could learn about the event and sign up for a VIP pass that offered discounts and special offers at participating businesses.

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Ad Hatchery played an essential role in:

• Website Design & Optimization: Ensuring the site was intuitive, mobile-responsive, and SEO-optimized to drive traffic and maximize conversions. The design showcased the vibrant atmosphere of the Night Market and highlighted the businesses involved.

• Content Creation: Ad Hatchery produced engaging content, including promotional videos, high-quality images, and event details that captured the essence of the Puyallup experience. This content was used across traditional and digital radio (and included a celebrity giveaway contest), as well as, social platforms to generate interest.

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3. Crafting the Marketing Campaign: Digital Advertising, Influencers, Radio Broadcast, Celebrity Giveaway, and Community Engagement Ad Hatchery designed a multi-faceted marketing campaign with the following key elements:

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• Digital Advertising: Using geo-targeting, Ad Hatchery ran paid social media ads and search engine marketing campaigns that targeted potential visitors from nearby cities. The ads showcased the Puyallup Night Market, the benefits of the VIP pass, and the discounts available at local businesses.

• Influencer Partnerships: Ad Hatchery helped to leverage local community leaders, radio personalities, and social media influencers to promote the event. These influencers created authentic content promoting the experience to be had at the Night Market and highlighted the local businesses involved. Their reach and community trust helped spread the word about the event and drive traffic to the website.

• Local Partnerships: Ad Hatchery worked closely with local hotels, restaurants, shops, and wine bars to create cross-promotional offers. Businesses provided exclusive deals for those with the VIP pass, and Ad Hatchery ensured these offers were prominently featured in all campaign materials.

• Social Media Campaign: The campaign included a strong social media presence across Instagram and Facebook. Ad Hatchery created intriguing video, engaging posts, countdowns to the event, and influencer endorsements to maintain excitement leading up to the Night Market.

• Contest Giveaway: With the power of iHeart Radio and celebrity endorsements from The Jubal Show, Ad Hatchery developed a “contest giveaway” that drove contestants to the potential prize of a Free VIP Pass and resulted in a significant increase of direct engagement to galsnightout.com.

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4. Tracking Success and Measuring Impact

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Throughout the campaign, Ad Hatchery utilized tracking tools to monitor key performance metrics and assess the effectiveness of their efforts. They tracked:

• Website Traffic & Conversions: Monitoring how visitors were arriving at the GalsNightOut.com site, button-clicks, conversions, and the number of VIP pass sign-ups.

• Engagement & Reach: Analyzing the performance of radio, direct, social media ads, and local partnerships to see how many people were engaging with the campaign.

• Sales and Revenue Impact: Ad Hatchery tracked the number of redemptions for VIP pass discounts, correlating this with revenue increases to calculate the return on investment (ROI).

 

5. A Model for Future Grants and Projects

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The success of this campaign has provided a model for future LTAC-funded initiatives in Puyallup and other cities looking to boost tourism. By leveraging broadcast and targeted social marketing, influencer partnerships, and a focus on community engagement, this project has demonstrated a sustainable and impactful approach to tourism development.