Staunton Downtown Development association
Fractional Chief Marketing Officer
Waypoint stepped in during a period of organizational transition to reestablish a consistent and strategic marketing presence for the Staunton Downtown Development Association. With marketing activity having largely come to a halt, the goal was to rebuild momentum, restore communication with the community, and strengthen engagement with downtown businesses.
Rebuilding Momentum for Downtown Staunton
The objective:
Waypoint enhanced the SDDA website to better serve downtown businesses, residents, and visitors. Efforts included developing new website content and blogs, expanding resources and information that locals and visitors were actively searching for, and integrating tools to support ongoing marketing and audience growth.
Content Strategy
Waypoint revitalized SDDA's email marketing program by introducing new list-building tools, redesigning the Downtown Lowdown newsletter, and creating an automated website-to-Mailchimp integration. These efforts improved community engagement, streamlined subscriber management, and helped grow the email list by more than 330 subscribers in 5 months.
Email Marketing
By focusing on audience insights, community interests, and downtown events and businesses, Waypoint created content designed to inform, inspire, and engage. Through consistent posting, strategic storytelling, and community-focused messaging, the program expanded reach, increased engagement, and strengthened connections between SDDA, downtown businesses, and the broader community.
Social Media
How we helped:
Waypoint Marketing Collective helped Staunton Downtown Development Association build a stronger digital presence through strategic content, email marketing, and website optimization. The result was increased visibility, audience growth, stronger community engagement, and significant gains in website traffic, helping showcase downtown Staunton's businesses, events, and attractions to a broader audience.
The Results
Increased Facebook reach by 12.3% year over year and Instagram reach by 177.8%.
Grew Facebook followers by 30% and Instagram followers by more than 900%.
Audience Engagemnt
•Implemented automated systems to capture and nurture new subscribers.
Maintained a 37.5% average open rate and a 4.9% click-through rate, significantly outperforming industry averages.
Lifecycle Marketing
Grew total active users by 57%.
Increased pageviews by 27%.