Sweetwater County, Wyoming


Sometimes in tourism marketing, the key to forging an indelible brand lies in acknowledging an opportunity that is at your fingertips. For Sweetwater County, Wyoming, that opportunity lies in the form of pairing the region’s incredible outdoor recreation with the national treasures of Yellowstone and Grand Teton National Parks. Even though these two celebrated icons are in Northwest Wyoming, many travelers visiting there pass through Rock Springs, Green River and other Sweetwater County communities. Take encourage an overnight stay — or multiple-night extension — we created a campaign focused on “filling up” on Sweetwater County’s extraordinary activities.

What we did:

  • Created a compelling brand and identity package to drive all marketing efforts of Sweetwater County.
  • Designed and developed Sweetwater County’s new responsive website.
  • Created a strategic media plan to extend their new brand message, focused on print, digital, email, mobile, tablet, applications, search engine marketing and social.
  • Analyzed and optimized media placements.
  • Content development and management used in email, website, social and content marketing.
  • Oversaw lead generation program.
  • Statistical analysis.
  • Designed, managed and maintained mobile ap.

How we rocked it:

  • Increased website unique visits by 22% (2014 vs. 2013)
  • With the 2014 marketing budget lower than 2013, leads dropped about 10%. However, leads in 2014 increased by about 15% from 2012*.
  • Trip conversions doubled*.
  • About 3,500 trips to Sweetwater County were influenced by marketing materials in 2014.*
  • Visitor spending of qualified leads stayed about the same as previous years.*
  • Email engagements increased: open rate at 12% and click-through rate at 10% (well above industry averages)
  • Recipient of the Silver International Davey Awards 2011 (for website)


Signature Advertising has done an amazing job of expanding our media reach over the past few years. Even with our limited budget, they work diligently to implement and monitor a marketing plan that is still measurable, while reaching the largest targeted audience. The creative development of our web site and print materials have delivered our marketing message effectively as well, with significant success in generating leads and capitalizing on web traffic.

– Jenissa Bartlett, Executive Director of the Sweetwater County Joint Travel & Tourism Board

*Source: Independent study by Strategic Marketing & Research, Inc.