Watauga Group

BACKGROUND

Please describe your company and position.

I am the Marketing Analyst of Campers Inn RV

Describe what your company does in a single sentence.

We are a RV dealership that has been family-owned since the 60s, offering a variety of motorhomes, accessories, and services. 

OPPORTUNITY / CHALLENGE

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

• Drive foot traffic to local dealerships
• Manage media strategies for dealerships

SOLUTION

How did you find Watauga Group?

Other

Why did you select Watauga Group over others?

• Good value for cost
• Company values aligned

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

Typically 2-3 depending the scope of the project

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

Watauga Group is an essential media partner managing media strategy and buying across TV, Radio, and OTT that aligns with the campaign goals of our 41 dealerships.

They ensure an efficient, end-to-end process, covering:

• Negotiation: Securing efficient buys and added-value opportunities.
• Creative: Coordinating all necessary creative assets.
• Reporting: Delivering clear performance reports.
• Their expertise, transparency, and strategic guidance make them a highly effective and trusted extension of oour marketing team.

Essential Deliverables 

• Complete management of all media negotiations and buys across all 41 dealership locations.
• Provision of detailed quarterly reporting for performance tracking and accountability.

RESULTS & FEEDBACK

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

Our recent media campaigns demonstrated high effectiveness and budget efficiency across all platforms:

Broadcast Success (TV & Radio)

• Execution: Consistently achieved high clearance rates and strong reach within key target markets.
• Efficiency: Added-value placements (e.g., bonus spots and sponsorships) successfully helped maximize budget utilization.

Digital Efficiency (OTT)

• Precision Targeting: Employing ZIP code targeting within the OTT strategy ensured we reached the most relevant audiences efficiently.

Measurable Results

• Accountability: Visits to the physical store locations are rigorously measured and tracked using attribution tracking.

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

Their capacity to be highly responsive, rapidly adjusting campaigns or accommodating last-minute requirements, establishes them as a proactive and consistently dependable partner. The Watauga Group demonstrates outstanding operational management, ensuring timely project delivery and continuous communication to keep us informed.

What was your primary form of communication with Watauga Group?

• Virtual Meeting
• Email or Messaging App

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

The Watauga Group offers a level of strategic value and superior recommendations that significantly surpasses our experiences with previous agencies.

We benefit from complete peace of mind, knowing they are consistently proactive and guarantee the completion of all tasks without prompting. When a new project arises, we rely on their expertise to deliver it flawlessly and stress-free. Furthermore, their specialized negotiation skills are key to consistently securing the most favorable media deals. They are always on top of everything, ensuring that we never have to worry about tasks being completed. They provide valuable strategy and recommendations, which is something we haven't experienced with other agencies. We know that when we have a project, we can count on them to execute it flawlessly and without stress. Additionally, their expertise in negotiation ensures that we always get the best deals.

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

Across all our locations, we're satisfied with the Watauga Group's management of our media buys, accounts, and budgets. Their strength is in their communication which is notable; should any problem or issue arise, they quickly provide transparent updates and proactively bring forth solutions for quick resolution.

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,