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Review Board News June 19, 2015

  • ROOST BOOSTS TUPPER LAKE WEBSITE TRAFFIC – Adirondack Daily Enterprise ( Saranac Lake, NY)

    Reporter Tom Salitsky reports that it’s been nearly a year since the Regional Office of Sustainable Tourism took over trying to sell this community to potential tourists, and its work is yielding results.

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    **Please note that a paid subscription is required to view the article online. A version of the article appears below.

    TUPPER LAKE – It’s been nearly a year since the Regional Office of Sustainable Tourism took over trying to sell this community to potential tourists, and its work is yielding results.

    That was the message ROOST’s Jim McKenna and Michele Clement had for the town board Thursday as they explained what the agency has been up to and what it plans to do for the remainder of its three-year contract with the town and village of Tupper Lake.

    "It’s been about 11 months since we entered into a contract with the town and village and also Piercefield, and probably the first thing we really concentrated on was the website," McKenna said. "We’ve been building that ever since."

    The goal is for the site’s content to pop up as people search the Internet for things that may be related to Tupper Lake.

    McKenna explained that because the website is new and has no prior year’s data to compare itself with, it is currently establishing its benchmark numbers with which it can measure future marketing efforts. Between Nov. 17, 2014, when the new site was launched, and May 31, 2015, the site experienced 66,146 sessions, 49,061 users and 95,269 page views.

    By contrast, ROOST’s Director of Communications Kim Rielly told the Enterprise that www.adirondacklakes.com, which previously provided marketing for all of Franklin County, totaled 53,975 sessions during the same time period. That’s almost a 23 percent increase.

    McKenna explained that content drives people to websites today, and ROOST has focused on providing www.tupperlake.com with content it hopes will generate traffic. ROOST’s staff members – largely Clement, its Tupper Lake and Hamilton County marketing director – have written 53 original blog entries for the site since its launch, and the agency continues to update its blogs on a weekly or biweekly basis.

    "That’s been working tremendously," McKenna said. "One that stands out – maybe you saw it, the ‘lumbersexual’ that ran – that is still getting activity. … It continues to be popular."

    That essay by Clement played off of a pop culture trend of urban men wearing beards, boots and flannel shirts. The look is called "lumbersexual," a play on "metrosexual" which is a man whose meticulous fashion sense echoes gay stereotypes. Clement’s blog, "Tupper Lake: Home of the Lumbersexual?" told Web surfers that in Tupper Lake, the lumberjack look is more than a style; it has long been a way of life.

    McKenna cited ROOST’s Adirondacks USA page as a useful resource for the site. He explained the Adirondacks USA site does not contain any written copy but sends readers to ROOST-run sites, which encourages viewers to click on www.tupperlake.com for more information. A handout Clement distributed stated that, since the site’s launch, Adirondacks USA has sent out 38 weekly emails which have resulted in 10,172 new visitors to the site.

    "What we’re trying to do with that is make the visuals there really work, show them proximity and location, have a direct link to a business if a business is on there, but more importantly send them back to the Tupper Lake site," he said. "That’s where they can get all the information."

    McKenna informed the board of ROOST’s public relations partnership with the Wild Center nature museum to take advantage of the opening of the Wild Walk as a way to promote Tupper Lake as a destination. Both organizations are working cooperatively with the Nancy J. Friedman Public Relations firm out of New York City, and the Wild Center’s website was the fourth highest source of referrals to www.tupperlake.com over the last month.

    McKenna cited ROOST’s ability to maneuver quickly by explaining that it recently chose to concentrate on promoting the Tinman Triathlon.

    "We heard that the Tinman numbers weren’t where we wanted to be or weren’t as high as we thought they were," he said. "We started a digital campaign for Tinman (on June 10). We acted very quickly, and the site, it’s already reached about 9,000 people. We’ve had about 93 clicks to the site to check it out, so hopefully, that will help generate activity."

    McKenna also said ROOST has completed the North Country Regional Economic Development Council’s Tourism Destination Area Nomination Workbook for Tupper Lake and that it is available for public reference on www.roostadk.com. He said the agency will begin Tupper Lake’s Destination Master Plan in the fall.

    "We now have the inventory done that shows basically all of our natural attractions and all of our manmade attractions," he said. "It allows us to see what areas we need to work on as we move the tourism wheel."
     

     

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