A quarter of a million dollars is being spent to make people more aware of Fergus and Elora.
Centre Wellington manager of community services Dorothy Smith and communications coordinator Kendra Martin tag-teamed for a council presentation on Aug. 27 about the Elora-Fergus Brand Awareness Campaign.
Smith said the project is the result of a three-year partnership with the township, RTO4 Tourism Innovation, Pearle Hospitality and Destination Ontario.
It was primarily funded by RT04 and Destination Ontario.
Smith said the township is paying $25,000 towards the $250,000 price tag.
“The key focus was to develop a model for destinations management for both now and in the future,” she said.
Martin said the brand awareness digital campaign kicked off with a 15 second video to be promoted through social media.
“Once the campaign is over in October, there will be the ability to share it fully through our own social media network,” she said.
Martin added there was a specific website created called elorafergus.ca. The website will be promoted through social media, notably Facebook and Instagram.
She added the video would also be promoted through YouTube.
“We also worked with the Toronto Star where four articles were published and promoted through the Star’s social media channels,” she said.
She spoke about various aspects of the campaign.
“Because it is a digital campaign, most people are seeing it through their phones rather than on their tablets or computer monitors,” she said, adding the format is geared towards cellphones with marketing through Facebook canvassing advertisements or Instagram videolink advertisements.
Once an individual clicks on the advertisement the person would be directed to the elorafergus.ca website.
Messages in the campaign look at whether individuals have ever been to the Elora Fergus area.
The next gauges interest based on whether people have watched the entire online video and whether it has been re-shared.
Another aspect would target watchers and ask if they had visited the area.
Mayor Kelly Linton said he saw the video and thought it was really well done.
Councillor Kirk McElwain asked if the website was finished.
“It is,” Martin said.
McElwain said in reviewing it the previous week, he saw gaps – in that some pages did not lead him where he anticipated.
He agreed it might be because the site is designed for a cellphone, not a tablet.
Martin said she would investigate, but that the site is managed by RT04.
“We are working with them to ensure the stories are constantly being updated,” she said.
Councillor Don Fisher commented on the attractions being promoted.
One of those attractions is the Elora Quarry.
Fisher queried if the list of attractions is static or whether it would be rotated.
“If you go past there on the weekend (and see the lineups), I don’t think it needs a lot of promotion,” he said.
Martin explained the concept was to promote 12 stories on the website, then build from there.
