Norfolk County

Scaling tourism & community campaigns through paid media, creative strategy, and analytics

Client Overview

Norfolk County’s Economic Development and Marketing team manages tourism promotion, community awareness, and local initiatives. Their team is lean and highly active but needed extra support for advanced advertising execution, creative production, and analytics.

At U7 Solutions, where I served as Marketing Director, I led a team of strategists to partner with Norfolk on multi-year campaigns across paid media, social media, creative, and reporting.

The Challenge

Norfolk faced three recurring challenges:

Limited in-house expertise for advertising and analytics.
Too little time to run major campaigns alongside day-to-day programs.
Pressure to show measurable results to secure future budgets.

My Role & Our Solution

As lead strategist at U7, I oversaw campaign direction and analytics while coordinating a team of specialists who executed across multiple channels. Together, we acted as an extension of Norfolk’s team.

Paid Media Campaigns

Designed and optimized campaigns across Google, Facebook, Instagram, TikTok, Pinterest, and YouTube.
Notable projects included:
- Norfolk APP Campaign – a full-funnel, multi-platform campaign with custom landing pages.
- Environmental Awareness Campaign – targeted video and carousel ads about abandoned gas & oil wells.
- Seasonal Tourism Campaigns – promoting day trips, weekend getaways, and local attractions.

Creative Development

Produced campaign-ready assets (carousels, infographics, static graphics, and video ads).
Tailored creatives to platform strengths and iterated mid-campaign based on data.

Analytics & Reporting

Built Looker Studio dashboards consolidating website, social, and ad data.
Set up conversion tracking for multiple campaign goals (app downloads, form fills, video engagement).
Delivered clear reports with actionable insights to guide Norfolk’s next steps.

Results & Impact

APP Campaign (2025): app clicks grew by +134%; conversion velocity quadrupled.
Gas & Oil Wells Campaign (2024): High engagement on video ads; strong reach on YouTube and Meta; measurable lift in awareness.
Tourism Campaigns: Delivered seasonal insights (e.g., Pinterest peak engagement during summer trip planning).

Overall, Norfolk gained:

A repeatable campaign model combining ads, landing pages, and analytics.
Visibility into which platforms and formats drove the strongest ROI.
Confidence in using data-backed insights to secure future budgets.

This project demonstrates how a small municipal team can scale its impact by partnering with an agency. By leading the strategy at U7 Solutions, I helped Norfolk deliver dozens of successful campaigns, secure future budgets with clear ROI, and build a sustainable model for community engagement and tourism promotion.