BY KARENNA CASE
For the first time in more than a year, Tourism Business Improvement Districts can once again welcome visitors and showcase all that their destinations have to offer. Now that the world is opening up again, developing compelling creative assets—videos, photos for social media and advertisements and graphics—is even more essential. Here are three easy tips from Verdin’s Creative Director Megan Condict on how to create the best assets on a TBID’s often limited budget.
Highlight your location’s unique personality and attractions
Make sure to feature unique elements of the area, including recognizable landscapes or landmarks so your content doesn’t look like a stock photo gallery. Images should give visitors a sense of what the area is like but be general enough to welcome a diverse group of people to experience it.
Tap into local talent
Creating quality content doesn’t have to break the bank. TBIDs with a limited budget can expand their creative assets by using professional photographers and videographers to get beauty shots of the area and then supplement with content from local residents and students.
Locals can provide authentic insights and flavor by highlighting cool places to eat, drink and play, including fun activities that are off the beaten path. Try hosting a social media contest encouraging people to post images and videos of the area. Just make it clear that your organization has permission to use all submitted images free of charge.
Another way to create good, affordable content is to partner with student photographers or videographers from nearby colleges who are looking to develop their portfolios.
Make sure your marketing is inclusive
According to the American Marketing Association, inclusive marketing campaigns can deepen connections with customers and spur positive social change. Multicultural marketing focuses on representation in creative assets. This includes selecting images and videos that feature a diverse spectrum of people. Inclusive marketing, on the other hand, takes this a step further and elevates the voices of typically marginalized groups of people through visual storytelling. Be thoughtful about the creative assets you choose and use them to tell genuine stories.
Need help expanding your TBID’s creative assets? Reach out to us at www.verdinmarketing.com/contact/.