Increasing the City of Pacifica’s Organic Social Media Reach to 363,000 People
With a population of only 38,000, the City of Pacifica was an under-the-radar coastal gem. My task was to build its social media presence and expand its reach far beyond the local population, ultimately driving a 50% increase in citywide sales tax and hotel revenue through effective online strategies.
Scalable Growth Strategy
The key to Pacifica's success was crafting content that appealed to both locals and visitors, with a focus on the city’s natural beauty and activities that would attract tourists.
Content Strategy Built on Storytelling: I designed a content calendar that focused heavily on user engagement, promoting activities like whale watching, hiking on coastal cliffs, and surfing at Pacifica State Beach. I produced videos showcasing these activities, paired with storytelling captions that encouraged sharing and interaction. The result was a highly engaging, community-driven feed that highlighted Pacifica’s hidden gems.
Maximizing Seasonal Traffic with Geo-Targeted Ads: I implemented geo-targeted ad campaigns on Facebook and Instagram to capture the attention of tourists during peak travel seasons. I created carousel ads featuring Pacifica’s must-visit locations, running them in nearby metropolitan areas like San Francisco, Oakland, and Sacramento. These targeted ads saw an impressive conversion rate, driving a significant uptick in travel inquiries and local hotel bookings.
Leveraging High-Impact Influencers: Partnering with high-profile adventure influencers, I organized trips to Pacifica where they documented their experiences across multiple social media platforms. These influencers had combined followings in the millions, and the exposure drove massive engagement with Pacifica’s posts. Each influencer was strategically chosen to align with the city's outdoor, adventure-seeking brand.
As a result of these efforts, Pacifica’s organic reach exploded to 363,000 people—10x its population. This remarkable growth translated directly into increased tourism, a boom in hotel stays, and a 50% spike in sales tax revenue, proving the measurable power of social media.
