Visit Monadnock

Visit Monadnock, launched by the Greater Monadnock Collaborative, is dedicated to promoting the Monadnock Region of New Hampshire as a vibrant destination for travel, work, and relocation. Extensive research had provided a clear understanding of the region’s ideal audiences, but the Collaborative needed expertise in reaching those audiences effectively. That’s where Paragon stepped in, leveraging our strengths in digital marketing and audience targeting to draw attention to the region and inspire real-world action.

Challenge

The Monadnock region faced a dual challenge: attracting more visitors and encouraging potential new residents and workers to consider relocating. The Greater Monadnock Collaborative had a limited budget and needed to ensure their message would resonate with the right people through the most cost-effective channels.

Strategy

With traditional marketing channels such as print and broadcast proving cost-prohibitive, Paragon recommended a strategic focus on digital advertising. By utilizing multiple digital platforms, we were able to target prospective visitors by location, interests, demographics, and online behaviors. Our campaign messaging introduced the appeal of Monadnock while simultaneously nurturing ongoing interest—guiding audiences from casual curiosity to considering a more permanent move.

A critical part of the approach was the implementation of a Google Grant Search account. This enabled us to display ads to people actively searching for things to do or places to visit in New England, maximizing exposure while minimizing costs by taking advantage of Google’s “free” ad grant program.

To further engage website visitors, Paragon recognized the need to incentivize email sign-ups. We utilized the existing Thrive Guide, the region’s visitor and relocation guide, creating pop-ups and landing pages that encouraged users to share their email addresses in exchange for downloading the guide—thereby growing the Collaborative’s audience for future nurturing.

Results

The first round of advertising, delivered significant impact across the wider New England area. The campaign reached over 2 million users, with each user seeing an ad an average of four times. This translated to more than 70,000 website visitors, many of whom explored regional events, hotels, attractions, and vacation planning resources.

Feedback from various local events highlighted the effectiveness of the campaign, with increased attendance, sold out hotels, and out-of-state visitors citing digital and social ads as how they discovered the Monadnock Region and other local happenings. The data demonstrates that Paragon’s digital-first approach not only broadened awareness of the Monadnock Region but directly contributed to tangible results for communities in the region.

8.4 million

Impressions

2.2 million

people reached

70k

website Visitors

>1,000

Email Subscribers & Event Responses

Paragon’s innovative digital marketing strategies transformed Keene’s Ice & Snow Festival from a sparsely attended event into a regional attraction that’s sold out local hotels for two years running.