Mansfield-Richland County Convention and Visitors Bureau

2023 was the year we launched our most ambitious digital awareness campaign ever, powered by rich video and images. We combined the power of print, social media, public relations, earned media, video, digital ads and a suite of branded websites that market to our strengths. We tested our ability to get noticed, and rise above the endless noise that bombards potential visitorsand we did! Combined, the campaigns generated 6,971,173 impressions and 55,161 clicks to our websites. We engaged with in-state and out-of-state audiences depending on the desired location and demographic targets for each campaign. Our messages were seen in Indianapolis, Detroit, Washington D.C., Columbus, Cleveland, Cincinnati, Pittsburgh, and Dayton. Our top 10 visiting markets included a range from Columbus, Toledo, Cincinnati, and all the way to Chicago and Indianapolis. More importantly, we learned the trends for how long they stay in our area. The average length of stay is 1.9 days and the average number of trips is 2.2 for those guests. Out-of-state visitation averages 36%. DestinationMansfield.com and ShawshankTrail.com drew a combined 320,428 users resulting in 774,108 pageviews. Users increased by 21.6% over last year and pageviews increased by 15.9%. Now, everything we do is fully supported by data driven insights, backed by evidence gleaned through research and collaboration with our partners at Madden Media. That information and analytics help us understand where our travelers come from, along with where and how we can reach potential new travelers. It tells us who they are and what motivates them. In-the-moment, in-depth reporting tells us if our tactics are successful, enabling us to pivot to the newest most effective methods.