Visit Marshfield
CASE STUDY: Brand Development | Digital Marketing | Content Creation | Micro-Campaign
Project Overview
Marshfield, located in central Wisconsin, is home to an eclectic mix of things to see and do, from the folk-art haven Jurustic Park to Wildwood Park & Zoo, which has been welcoming visitors for nearly a century. That mix of old and new came into play when we helped Visit Marshfield create a new brand highlighting the best of what’s been and what’s yet to come—and successfully introduced the new brand to visitors across the state in a multifaceted effort that included a new website, streaming advertising, and a targeted micro-campaign focusing on some of the city’s unique offerings.
01/ Brand Development
Marshfield Made New
Marshfield’s present is directly connected to its past, whether visitors are finding hidden treasures at the welcoming antique shops in the city’s historic downtown, enjoying a pint at the Blue Heron Brewpub (itself a former ice cream factory), or marveling at the recycled folk-art creations of an iconic local artist at Jurustic Park.
This compelling mix of old and new—and the city’s willingness to embrace that connection—led to the creation of Visit Marshfield’s new brand and its new tagline: Marshfield Made New. The brand reclaims Marshfield’s history and brings it into the future with eye-catching designs and color palettes, and marketing content that combines tradition with a sense of care (echoing the longstanding connection of the Marshfield clinic to the city).
Care is built into Marshfield’s brand—it’s the feeling of taking a breath of fresh air and enjoying the simple things in life: The feeling of sipping a cold beer from a local brewpub, enjoying a community event with your family or taking that first bite into a delicious cupcake.
Visit Marshfield brand statement
02/ Digital Marketing
New Brand, New Website
With the launch of the new brand, we also relaunched Visit Marshfield’s tourism website, highlighting the city’s attractions, lodging properties, restaurants, and other businesses, carrying the brand’s friendly, helpful tone and old-meets-new imagery throughout the site. We wanted to make the website useful to all visitors, whether they’re in town for an appointment at Marshfield Clinic or visiting central Wisconsin for a family getaway.
03/ Content Creation
A Multimedia Approach
Next, we wanted to get the word out about Marshfield’s new brand. To do so, we explored two different advertising options: one that would highlight the city’s unique attractions, events, and businesses with engaging video, and another that would employ audio marketing on Spotify, a newer frontier for our marketing efforts. Our Visit Marshfield video ads ran as connected TV (or CTV) ads on streaming devices and smart TVs, and the Spotify ads ran seasonally in summer and fall, targeting out key demographics in the Madison and Milwaukee markets.
04/ Micro Campaign
Campaign URL:
https://visitmarshfield.com/meet-marshfield-made-new/
Meet Marshfield Made New
When we initially launched the Marshfield Made New brand, we used it to highlight the compelling mix of new and old in the city, from the restaurants and shops housed in Marshfield’s historic downtown district to the folk-art masterpieces made from recycled metal found throughout the city.
To introduce these attractions to potential visitors—or provide more details to those who might have only a passing familiarity with them—we created an engaging, informative video series highlighting some of these can’t-miss destinations.
Working with Marshfield’s tourism office, we developed scripts and shot lists for each of the videos, which were hosted by Nikki Anderson, who oversees Wenzel Family Plaza, one of the attractions featured in the series. We worked closely with a video production company on the shoot, gathering compelling footage at each of the featured destinations.
Telling the Stories
Once we decided on the attractions to be featured in the videos, we took a deep dive into the stories behind those attractions, uncovering their history and highlighting the attributes that would make them inviting and interesting to a first-time visitor to Marshfield.
Once the videos were edited, we launched them across Marshfield’s marketing channels, including the website, e-newsletters, and social media. Full-length videos were created for Marshfield’s YouTube account, and 30-second videos using alternate footage were created for Reels on Facebook and Instagram.
