The Challenge
After years of strategic investment and a fresh surge of community energy, Decatur was thriving. Unfortunately, very few people, including the City’s own residents, seemed to realize it.
Economic development leaders were eager to showcase the community’s livability, quality of life, and tourism potential. Political and business leaders were likewise determined to share the real story of Decatur’s reinvention.
As a leading DMO marketing specialist, Red Sage was selected to advance a multi-year storytelling campaign showcasing what makes the community so extraordinary.
The Results
- Sustained growth across all KPIs since initial campaign origination and through later phases
- Social paid advertising impact across 10 counties garnering 1.7M+ impressions and 2,300+ followers in just six months (January – July 2023)
- Major content-driven social growth across Facebook, Instagram – audience +64.5%, engagement +52.7%, impressions +53.4%, and interactions at 70K+ interactions (YOY December 2022 – December 2023)
- Sustained microsite engagement post-launch, with “Why Live in Decatur, AL” the #2 most-visited page
The Partner
Decatur is a fast-growing Tennessee River community in North Alabama – one of the decade’s most “buzzy” up-and-coming locales. Benefiting from 15+ years of regional economic development wins including huge industrial, retail, and residential investments, Decatur offers all the charm of nearby Huntsville, Alabama.
It has even lower cost-of-living, robust manufacturing and entrepreneurial sectors, as well as a rich history, culture, and arts scene all its own. It’s also home to Food Network’s “Best in Alabama” Big Bob Gibson Bar-B-Q!
The Solutions
From the beginning, Red Sage’s experienced community and DMO marketing team envisioned an initiative appealing to diverse audiences. The Positively Decatur campaign would need to foster hometown pride among current and prospective residents, while reigniting interest in the City among “staycationers” and regional tourists.
Our content strategy keeps “local voices” front-and-center across digital and social. We seek out and spotlight the lesser-known, keeping a diverse cross-cultural focus. Our creativity favors authenticity over high production values. And it’s working.
