Audience + Strategy Development (case study)
Updated: Jun 23
Fresh off our success with neighboring Oak Ridge, Girl on the Roof was hired by the Town of Farragut, Tennessee to assist with the continued implementation and expansion of the Town brand. Incorporated in 1980 as the Knoxville population pushed west from downtown, Farragut is known locally for being a good place to purchase a home and raise a family, but it has struggled to develop an identity as a visitor destination.
Girl on the Roof conducted a number of stakeholder interviews and facilitated a public meeting for the community to help identify the Town’s target audiences, its most appealing assets, and key message points to drive tourism, home sales, and new business development. Multiple reports containing a series of recommendations were presented to the Town and its stakeholders. Building on a core message that Farragut is a great place to shop, play, dine, and stay, Girl on the Roof developed audience personas and a strengths-based marketing plan.
Audience strategy and persona examples:
The marketing plan included a new visitor-focused microsite, social media plan, improved content for the Town’s primary website, and new wayfinding signage to entice new visitors, residents, and businesses to come experience all that Farragut has to offer.
Mockup of visitor-focused microsite:
Examples of social media graphics:
Front page of the Farragut, TN new resident guide:
Later Farragut hired Girl on the Roof to produce a video — for use at trade shows, in social media, and in presentations — to lure businesses to the Town.
"Working with the members of the Girl on the Roof team has been a great experience for our small town. We needed assistance in promoting our brand, working out social media issues and starting a tourism program. Their experience, insight, knowledge base and enthusiasm are just what we needed to move this process along." – Sue Stuhl, Parks & Leisure Services Director of the Town of Farragut