Tourism Opps: Travel Medford taps CMO amid spend declines (Score 47)

Sales lead: This hire will likely lead to higher ad spend & agency appointments. 

• Travel Medford (TM) selected Carole Skeeters-Stevens as CMO in November 2023.
• Skeeters-Stevens is tasked with promoting the Medford area and attracting tourists.
• She is specifically responsible for brand, marketing, PR, and market research. 

Target demographic: Millennials & Gen-Xers

The organization will likely:

• Ramp digital spend back up
• Try new ad channels
• Build out agency roster

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: TM spent about $30k on digital display ads YTD, about half of the $58.9k spent in this channel during the same time period of 2022. 
• YTD data: 4m impressions via Facebook (54%), mobile display (21%), desktop display (14%), and Instagram (11%). 
• 2021-2022 spend: Full-year spend jumped by 55% from $38.9k in 2021 to $60.3k in 2022. 
• Ad location: It placed 100% of these ads directly onto sites such as facebook.com, koin.com, instagram.com, chronofhorse.com, and mynorthwest.com. 

Agency analysis:

• Opportunity: Contact the new CMO now to be top-of-mind.
• Current roster:
  • 5W: PR AOR

Insight Sources: Digital spend insights estimated by Pathmatics.