Marketing Plan

FY22 Communication Objectives

#1 - Drive consideration of travel to Iowa

Key performance indicators: Engagement Rate, Website Visits, Time on Site

#2 - Drive action showing intent to travel to Iowa

Key performance indicators: Travel Guide Orders, Newsletter Sign-ups, Passport Sign-ups, Along the Route Tool Use

#3 - Increase percentage of out-of-state visitors and length of stay

Key performance indicators: Arrivalist Data

Target Market

Adults ages 22+ with heavy focus on 22-to 40-year olds (click HERE to read our IEDA Market Research and Plan Overview)

• Young adults looking to experience new things
• Young families looking for a place to travel