Coastal Outdoor just executed a fantastic website redesign and rebrand. Billboard Insider talked with Coastal’s Director of Strategic Planning Ashley Amoroso.
What were some of the things you wished to accomplish with the web redesign?
Our number one goal was to create an all-encompassing resource for our customers, ad agencies & national brands so they can learn about who we are, understand our local & robust tourism market & how we can help their business grow. By showcasing our strategically placed Out-of-Home assets, as well as our effective creative featured in our dynamic portfolio, customers can learn more about Out-of-Home Advertising & our market by visiting our website. 19.6 million people travel to our area each year, that’s greater than the population of New York City! Our tourists are a perfect target for so many categories including food & beverage, entertainment, and now real estate is booming. The Palmetto State saw the second highest percentage of inbound migration, with 64% coming from out of state in 2020. Another priority for us while creating the website was to help reduce the time spent traveling to our market to review our assets. Because of travel restrictions due to the pandemic, national & regional prospective advertisers didn’t have the opportunity to get in a car with one of our sales reps to ride our market. With the maps, videos, & tools provided on our website, it was a simple and user friendly solution for these prospective advertisers to have a clear understanding of our inventory & offerings. They can also go there to review testimonials of other customers & non-profits who’ve had proven success with their Out-of- Home campaigns, and how partnering with us delivered results and impacted their businesses in a positive way. Lastly, we felt it was time for Coastal Outdoor to have a little branding refresh of our own. We are visual medium and know how important it is to produce an aesthetically pleasing website that is easy to navigate in addition to our Out-of-Home creative.
Did you do the redesign in house or use an outside firm.
We redesigned our website in house. We started out with your basic SWOT analysis, identifying our strengths, weaknesses, opportunities & threats. We then strategically nailed down our mission & vision statements. From there, we knew we were going to build our website from the ground up to reflect our business philosophies, ideas, strategies, assets and market knowledge. We rebranded ourselves to fit these philosophies and ideas. It’s a reflection of who we really are & what is important to us as the largest locally owned & operated outdoor advertising company in South Carolina.
Who did your photos and video?
Our drone video footage is outsourced to a local professional. We are extremely pleased with how these videos display traffic patterns & engagement time of our digital assets! Our goal was to highlight attributes of each location and the area surrounding these locations. Our priority is to get advertisers’ messaging in front of their target audience. Having assets in front of or near places like Wal Mart, Target, Costco, Chick fil A, Lowes Home Improvement, etc. gives us a greater opportunity to target their potential customers prior to their point of purchase. Our videos show these opportunities the advertiser has to maximize their marketing dollars & investments. Here’s a sample sign video.
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