ADVENTURE TOURISMLOCATION TARGETING
with INTENT
SOCIAL MEDIA MANAGEMENT • WEBSITE • SEO COPYWRITING
This project focused on rebuilding visibility for a locally owned business that had gone quiet across its digital channels, and doing so in a way that attracted the right audience, not just attention for attention’s sake.
The goal wasn’t to restart activity broadly, but to re-enter the conversation with intention and relevance.
01.the SITUATION
The business had not maintained an active social media presence for over a year. Existing accounts were inactive, TikTok had not yet been established, and the website had not been optimized to support new traffic.
With no recent engagement or clear digital presence, visibility had stalled despite operating in a market with strong local and event-driven demand.
02.the DECISION
While rebuilding foundations and optimizing for visibility, the decision was made to capitalize on a highly concentrated moment of audience overlap.
By geo-targeting content around a major local event that shared a closely aligned demographic, attention could be redirected with precision. The goal was to meet a relevant audience where interest already existed, instead of trying to manufacture momentum from scratch.
Within one month:
TikTok gained 1,228 new followers
Video views increased to 93,865, up from 2,154 the month prior
Instagram impressions grew 515% compared to the previous month
the ROLE I PLAYED
I managed and rebuilt the business’s social media presence, including launching TikTok and optimizing existing platforms to support renewed activity.
In parallel, I updated website copy and structure so incoming traffic had a clear place to land, ensuring visibility gains translated into sustained engagement as growth continued beyond the event window.
03.
START WITH CLARITY