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The Challenge

Leighton Interactive first started working with Clearwater Travel Plaza in May 2015 on new campaign strategies. Known as a truckstop, Clearwater Travel Plaza needed to create awareness of the numerous amenities to appeal to a wider audience. They wanted to continue to bring in their professional truckers, but also become a destination to a wider audience. With its bakery, restaurant, pub, general store, gas station, and gift shop, Clearwater Travel Plaza had a great deal of information to communicate.

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The Solution

We wanted to focus on what makes Clearwater Travel Plaza different and unique. We created the “Slow Ride” campaign that combines headlines with nostalgic word play with the focus on the differentiators of the Plaza. By emphasizing these differentiators with a nostalgic touch, we connect with the prospect on concepts of the familiar, home, family. We used this to highlight the Plaza’s culture as “community”.

Using this overall “Slow Ride” approach, we relied heavily on social media to reach the audience, as well as outdoor billboards and radio. These tactics were used to reach the audience where they were. In our social media management, we focused on consistent posts through Facebook, Facebook ads, and Facebook promotions. Running social media contests is a great way to increase audience involvement, especially when it’s food related.

Stats Galore!

During the Slow-Ride campaign …

1,421
Facebook
Engagements
27
New
Contacts
3.4%
Increase In
Followers
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“As a partner with Leighton Interactive for the past six years, they have been integral in our digital interaction with our customer base. It has evolved from a “dip our toes into the water” of social media to an increased level of comfort and trust in their strategies and creative ideas for reaching our audience and business goals. Leighton Interactive is just that…interactive and, as their client, we continue to feel part of the process and implementation of team marketing plans. Most importantly, the Leighton Interactive associates globally understand our “big picture” and all proposed marketing plans presented are the “total package”.

Becky Thorpe | CFO, Clearwater Enterprises, Inc.

The Results

During the Slow-Ride campaign, Facebook engagements totaled 1,421 from November to February. Facebook followers increased by 144; a 3.4% incline. From social to the website, there were 285 clicks with 535 sessions. This campaign generated 27 new contacts! We published 94 posts, and Google Analytics reports 372 users came from paid Facebook ads and 224 users came from organic Facebook posts.

Website


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Content and Social


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Infographics


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Photography


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Branding


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