Promoting Troutdale Through Instagram
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Date
2021
Authors
Atkins, Siena
Mundy, Dean
Journal Title
Journal ISSN
Volume Title
Publisher
University of Oregon
Abstract
The City of Troutdale, located between the Sandy and Columbia rivers, enjoys a beautiful environment and thriving downtown. The city’s unique identity and diverse attractions allow residents and tourists to visit, be active, shop, eat,and stay. As the “gateway to the gorge,” the city is seeking to build upon its assets and promote its brand to increase tourism.
The city has recently rebranded itself around “Travel Troutdale,” which willbe the city’s travel and tourism site. Travel Troutdale hopes that establishing a social media presence on Instagram will attract people to come shop small, enjoy the great outdoors, and stay local. This report includes recommendations so that Travel Troutdale can create
a robust social media presence and foster relationships with other local accounts to publicize and help promote visits to Troutdale.
A SWOT analysis that the team performed showed that some established small businesses and town events could contribute to the growth of the new Instagram account. As preparation for launching the Instagram progresses, drafting posts is highly encouraged. Therefore, when it is time to post, Troutdale will have a good idea of what posting content should look like.
Students collaborated with Travel Troutdale to address how to tackle selected current barriers such aslack of media exposure for Troutdale. Student research and analysis has hopefully provided Travel Troutdale with strategies and recommendations on how to successfully implement Instagram and other social channels in the future where they see fit. These recommendations include creating
a social media calendar that will give guidance on when to post, what to
post and who to target, and using Hootsuite. One recommendation is to create relationships with other local businesses and to repost followed accounts content. Doing this will reach a greater audience and benefit both parties involved. To address Troutdale area residents and their possible concerns about tourism, we suggest highlighting them in the campaign through audience profiles that will represent Troutdale from community perspectives.
Description
35 pages