Watauga Group

BACKGROUND

Please describe your company and position.

I am the Sr. VP & CMO of Visit Panama City Beach

Describe what your company does in a single sentence.

Tourism marketing promotions

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Watauga Group to accomplish?

• Amplify our Media
• Build awareness of the destination
• Assist in increasing visitation

SOLUTION

How did you find Watauga Group?

Referral

Why did you select Watauga Group over others?

• Great culture fit
• Good value for cost
• Referred to me

How many teammates from Watauga Group were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Watauga Group handles paid media strategty, planning and buying across all media channels. Broadcast, social media, digital, OOH. They develop an annual media plan that is refreshed quarterly and supports over 20 initiatives. Watauga also provides detailed monthly reporting, industry insights and media research. Watauga collaborates with our other agency partners to ensure alignment (PR, Creative). 

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

In destination visitation continues to soar, our website traffic continues to grow and through successful paid media efforts we have changed the brand's perception to a family friendly destination by targeting the right audiences at the right times.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Watauga Group is very organized and helps us meet deadlines while juggling needs across many different tactics and vendor partners. Watauga has created succinct processes with reminders and shared sheets that allow collaboration and organization.

What was your primary form of communication with Watauga Group?

• In-Person Meeting
• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

Watauga truly embraces our destination and their passion for our destination is evident in everything they do. They are visitors themselves and understand our needs, challenges, and celebrate our wins with us. When we give them an assignment, they dive in and provide thorough analysis and recommendations - no matte what we throw their way. 

Are there any areas for improvement or something Watauga Group could have done differently?

No, we are very happy with our partnership that has spanned 8 years,