CARIBOU, Maine – As Aroostook County seems to draw a broader swath of vacationers,
one metropolis actually needs to get to know its guests.
Positioned simply north of Presque Isle, Caribou has a singular plan to establish who’s almost certainly to go to, then assist them view the area as a serious vacation spot in The County.
For years, Caribou has largely attracted vacationers by way of phrase of mouth and selling recreation, companies, occasions and native locations by way of social media. However an aggressive new advertising and marketing technique will goal vacationers in search of experiences that make Caribou distinct from different elements of the state.
This month, town obtained a $10,000 Enterprise Advertising and marketing Grant from the Maine Workplace of Tourism. Beginning July 1, town will work with native advertising and marketing consultants and Aroostook County Tourism to establish teams of people that most frequently go to the area, what actions they’re prone to hunt down and the way town can higher goal commercials to these teams.
“We’ll create ‘tourism profiles’ on who precisely these vacationers are and the way we are able to enchantment to them,” mentioned Penny Thompson, Caribou metropolis supervisor. “For instance, are they households with youngsters or retirees? Are they visiting household? Are they coming right here for the primary time? What facilities will they search out?”
As soon as metropolis officers and the consultants establish main vacationer teams, they are going to create particular social media and print content material to entice these individuals to go to. These objects will possible embody brochures and different publications at Maine customer facilities and quick movies that spotlight Caribou’s seasonal actions, Thompson mentioned.
With the grant funds, Caribou may even create a particular web page on town’s web site devoted to vacationer info. That web page will embody lists of native eating places, accommodations, fuel stations, grocery shops, restore outlets and automotive sellers.
Just like the Go to Aroostook web site that Aroostook County Tourism operates, the Go to Caribou web page will function points of interest distinctive to the area, together with snowmobile, ATV and strolling trails, native farm shops and occasions corresponding to Thursdays on Sweden Avenue, Small Enterprise Saturday and the annual craft honest.
Selling agri-tourism and different companies in Caribou’s rural areas might be a serious focus of the brand new webpage and social media marketing campaign, Thompson mentioned.
“Vacationers know now we have leisure trails, however we even have lesser-known issues. Goughan’s Farm has tons of issues to do, and at Circle B Farms you may choose blueberries and farm-fresh produce,” Thompson mentioned. “We wish to present that Caribou is extra than simply what you see on the primary street going into city.”
Advertising and marketing advisor Christina Kane-Gibson thinks Caribou’s sturdy sense of group and assist for entrepreneurs are qualities town wants to emphasise extra.
Kane-Gibson is considered one of two consultants, together with Bethany Zell of Zell Artistic Communications, who will lead the tourism marketing campaign in the course of the metropolis’s subsequent fiscal 12 months and assist workers achieve the advertising and marketing and social media know-how to proceed focusing on vacationer teams in future years.
From Caribou herself, Kane-Gibson served as town’s advertising and marketing and occasions coordinator earlier than leaving to give attention to her personal enterprise final fall. Many proposals from a strategic plan she beforehand wrote for town will possible grow to be a part of the tourism marketing campaign, like showcasing small companies, she mentioned.
“Town, particularly now, has been actually nice at championing its entrepreneurs,” Kane-Gibson mentioned. “We have to spotlight who these individuals are and the way they will serve you in the event you go to us.”
To raised gauge simply who’s visiting Caribou and why, Kane-Gibson and Zell gained’t rely solely on who clicks on and likes social media posts. They may even discuss with vacationers attending occasions and even of us who’ve relocated to Caribou to seek out out what makes town particular for them.
Kane-Gibson already suspects that group might be a part of their causes for coming.
“Once I labored for town, we’d get calls two years upfront from individuals trying to come to their highschool reunion [during Thursdays on Sweden],” Kane-Gibson mentioned. “Folks have at all times mentioned ‘That is residence’ even when they’d been away 25 years. So there’s this sense of Caribou being residence that I believe might draw individuals in.”