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Travel + Tourism

Kent County

Kent County, Delaware

Client Profile

Located in central Delaware, Kent County is the smallest of only three counties in the state. Previously little-known, Kent County has long been perceived as an area “on the way” to the beaches, Wilmington, and other local attractions.

Project Scope

Kent County engaged Streetsense to improve its public perception and drive visitors to the area. Streetsense conducted three town hall sessions to secure stakeholder input, leveraged online listening technology to understand the brand’s reputation across blogs and social communities, and conducted an in-depth quantitative survey of consumers living within a 450-mile radius of the area. This in-depth research revealed three target audience segments whose interests resonated with Kent County’s offerings. Streetsense then strategically repositioned the area with a compelling new name — Delaware’s Quaint Villages — and tagline, “At Your Own Pace.” The refreshed brand has been implemented across all Kent County communications and on its new website, launched April 2017. As a result, Kent County’s owned database has doubled in size, its website traffic is building rapidly, and the area is on track to deliver $13.5 million in incremental visitor spending over the last half of fiscal year 2017 and full fiscal year 2018, making Kent County a true Delaware destination.

SERVICES

  • Audience Identification
  • Content Development + SEO
  • Digital Marketing
  • Identity Creation
  • Image + Concept Development
  • Marketing Strategies + Campaigns
  • Online Positioning
  • Paid Advertising
  • Public Relations
  • Sentiment Analysis
  • Social Media
  • Storytelling