Norfolk County
Scaling tourism & community campaigns through paid media, creative strategy, and analytics
client overview 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 and 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): Traffic to the app-download environment increased by 134%, and click velocity improved 4× after optimization. A multi-platform approach (Meta + Google) accelerated user intent and created sustained, high-quality traffic.
Gas & Oil Wells Campaign (2024): Reached 1M+ impressions and generated 12K+ link clicks at an efficient $0.36 CPC across Meta and YouTube. Paid ads drove 98% of all traffic to the key landing page, significantly boosting reach and public-safety awareness.
Tourism & Seasonal Campaigns (2024–2025): Across all seasonal campaigns, paid ads drove the majority of traffic to Norfolk’s priority landing pages: 44,000+ sessions, with 70–95% coming from paid activity. Campaigns outperformed organic baselines and increased visibility to high-priority pages by an estimated 60–80%.
Social Media Growth: In 2024, I advised Norfolk to launch an Instagram account and supported the rollout with templates, strategy coaching, and content planning. That channel grew to 6,100 followers and reached 2 million impressions, nearly 30% of all Meta visibility for the year, expanding Norfolk’s audience beyond what Facebook alone could achieve.
ready to transform your marketing game?
Your next-level strategy starts here. Let’s craft campaigns that actually connect, track results that actually matter, and put your brand where it belongs in front of the right audience.