The Orleans Chamber of Commerce presentation provided information on their marketing efforts to attract visitors to Orleans, Cape Cod. They distribute the town in several Cape Cod visitor guides and promotions targeting over 1.6 million visitors. Chamber-sponsored events like ClamBQ and a surf film festival brought in hundreds of attendees. A new "Seaside Christmas" campaign that included ads and family activities was successful in driving traffic to Orleans businesses over the holidays. The Chamber also publishes a new lifestyle magazine to promote the town to 15,000 local and regional readers. Website statistics showed the Chamber site receives over 30,000 annual visits, mostly from Massachusetts and surrounding states, with event pages and the business directory being most popular.

1. Orleans Chamber of Commerce
Town of Orleans Finance Committee Presentation
January 30, 2014

2. Marketing Orleans: Cape Cod Chamber
Programs
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Cape Cod Chamber brings visitors to Cape, local
Chambers attract visitors to town
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$1,000 grant to advertise in Cape Cod Travel Guide
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Orleans on International Marketing USB Promo. Drive
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200,000 copies distributed
1.6 million unique visitors via website traffic
350 USB drives given to International Media and Tour Operators
targeting New England & Cape Cod
Familiarization Tours, Discover New England Summit, USTA’s
IPW (Powwow) and sales missions to UK, Germany, Japan and
Canada
Orleans on FAM trip list

4. Marketing Orleans

Orleans Chamber creates events with intention of
bringing customers to town
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(2nd Year) ClamBQ: Approx. 800 attendees
(1st Year) Surf Film Festival: Approx. 250 attendees
(1st Year) Seaside Christmas in Orleans: Supported by $8,000
ad campaign
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Created “Seaside Christmas Sweepstakes” launched on Small
Business Saturday
Became an American Express Neighborhood Champion
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Distributed Shop Small branded balloons, floor mats, and tote bags
6 Full page ads in Cape Codder and Holiday Gift Guides
Pancake Breakfast with Mrs. Claus: Approx. 400 attendees
Santa Stampede 5k Run: 175 runners, approx. 250 attendees
(project over 300 runners in 2015)
Businesses reported more traffic and sales with new Seaside
Christmas advertising format

5. Chamber Sponsored Event Press Coverage
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ClamBQ & Surf Film Festival
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Feature article in Cape Codder Arts and Entertainment
(Sept. 13)
Online coverage at WickedLocal/Orleans (Sept. 13)
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Seen on Scene Photo Gallery (Oct. 1)
Seaside Christmas in Orleans
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Pancake Breakfast with Mrs. Claus
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Front page feature story Cape Cod Times (Dec. 1)
Cape Cod Online Photo Gallery (Dec. 1)
Santa Stampede
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Photo in Cape Codder (Dec. 13)

6. Lower Cape Chambers Joint Advertising
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Ad ran in Yankee
Magazine May/June
Travel Guide Issue
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Brewster
Chatham
Eastham
Harwich
Orleans

7. New! “Truly Orleans” Lifestyle Magazine
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Distribution Date: May 16
Print run: 15,000+
Number of pages: 84
Format: Heavy Stock
Glossy, 4 color, perfect
bound
Forms of distribution:
Paid, targeted, requested
Distribution Channels:
Newsstands, Retailers, U
pscale
Inns, B&B’s, Ferries, Café’
s, Fine Dining
Establishments, the
Orleans Chamber.
Targeted local affluent
distribution

8. Sneak Peek! Story Ideas (not yet approved)
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10 Things to do with your dog in Orleans
Party Like A Local – Seven events you don’t want to
miss
8 Chefs Share their favorite recipie
From Novice to Expert – Guide to Local Art Galleries
Walking Tours of Orleans – Where to Start & Finish
Choose Your Pleasure (Boat) – Kayak, Sail or Motor
Join the SUP & Surf Crew!
The Unofficial History of Orleans (As shared by
some crusty locals)
Tips on going to the beach – What the Locals Know
Maintaining the Value of your Second Home

9. Sneak Peek! A few of many potential cover
images. Taken by Bill Pomeroy!

10. Website Statistics, orleanscapecod.org

11. Organic Search Traffic: May1-Jan. 30, 2013
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31,351 Visits
70.81% New Visits
2.79 Pages Per Visit
2:12 Avg. Visit Duration
Responsive website: 22% mobile visitors, 14% tablet
visitors
23 of top 50 pages event related content
Community Events Calendar: Most trafficked
subpage
Beaches: 2nd most trafficked subpage

12. Who are they?
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Countries: United States (Large
majority), Canada, Belgium, United
Kingdom, Germany
States: Massachusetts, New
York, Pennsylvania, Connecticut, New
Jersey, Washington
Age:
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55-64:
45-54:
25-34:
65+:
35-44:
18-24:
26.99%
19.07%
18.35%
15.58%
14.40%
5.60%
64% Female

13. Member Directory
Searchable
Viewable by category
May 1, 2013-Jan.
30, 2014
Total Searches:
66,443
Total Referrals:
212,480
May 1-Oct. 30, 2014
Total Searches:
50,003
Total Referrals:
160,819

14. Online Member Directory
Search Categories
Clicks & Views
Restaurants
45,194
Lodging
10,431
B&B, Guest Houses, Inns
9,752
Motels, Hotels, Resorts
6,465
Real Estate Agents
6,150
Cottage & Vacation Rentals
3,740
Clothing
3,415
Grocers
2,316
Gifts & Collectibles
1,543
Fish Markets
413

15. 2013 High Season Visitor Statistics
Month
Walk-Ins
Calls
Total
May –June
1076
198
1274
July
2230
465
2695
August
2268
400
2668
Sept. –Oct.
1223
307
1540
8177