KANSAS DEPARTMENT OF WILDLIFE, PARKS & TOURISM (KDWPT)

improving ROI year-over-year with Arrivalist

situation

In the partnership between KDWPT and jhP, making data-driven decisions has always been a priority. Retaining funding – and the support of Kansas legislators and stakeholders – is paramount to KDWPT’s ability to continue to promote tourism in the state. However, when jhP began working with KDWPT in 2013, it was nearly impossible to determine which Kansas visitors came here as the result of KDWPT marketing efforts. Not having measurable data on which to base decisions was a weakness in the marketing plan.

objective

jhP saw the need to quantify the effectiveness of KDWPT’s digital promotions, and their corresponding channels. By determining the method to collect reliable, measurable data, jhP would then be able to optimize campaign strategies and digital placements over time.

target audience

Ultimately, the primary audience for promoting the effectiveness of KDWPT’s marketing efforts is the Kansas legislature. Kansas’ elected officials need to know and understand that the agency is serving as a good steward of Kansas’ tax dollars and that these efforts are positively impacting the state’s economy. Secondarily, obtaining stronger ROI data is also beneficial to industry stakeholders throughout Kansas. These stakeholders rely upon KDWPT to increase the reach of their funding and related efforts. Their positive perception of KDWPT’s efforts leads to increased engagement and collaboration.

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