Why I Think This Marketing Plan Works
Posted: Sat Sep 27, 2025 1:20 pm
This was more than a product launch — it was a purpose-built go-to-market engine. The rollout combined precise audience targeting, multi-channel coordination, and real-world enablement support, all powered by transparent results.
From my own work advising high-tech clients, I know this structured, data-driven approach is exactly how you turn innovation into adoption. Microsoft’s Copilot launch exemplifies that strategy in action.
8. Visit Billings
marketing plan & budget, visit billings
Source
The tourism board behind Montana’s largest city just published a detailed 52-page marketing plan, and it’s a fantastic example of how smaller destinations can execute at a high level. This plan combines community-driven messaging, strategic partnerships, and seasonal campaign rollouts to drive real tourism impact.
What stood out to me is how much clarity this plan brings — both for internal teams and external stakeholders. I’ve built similar campaign frameworks for regional brands, and having this level of alignment across economic goals, messaging, and media strategy makes all the difference.
Here’s what the plan covers:
Vision and Objectives. Position Billings as the gateway to eastern Montana and Yellowstone, while driving overnight stays and economic activity year-round.
Audience Focus. Targets macedonia telemarketing database regional road trippers, outdoor adventurers, group tour planners, and sports event organizers — with distinct tactics for each.
Tactical Breakdown. Includes paid social, connected TV, out-of-home, and earned media. A full media calendar maps campaigns across seasons.
Community and Partner Integration. The plan reflects collaboration with local hotels, venues, the Chamber of Commerce, and even healthcare partners to position Billings as both a leisure and business travel destination.
Measurement. Tracks KPIs like occupancy rate, website sessions, campaign reach, and revenue generated from events.
Why I Think This Marketing Plan Works
It’s smart, scrappy, and measurable. Visit Billings doesn’t try to compete with major metros — they play to their strengths, back it with clear tactics, and involve the community at every step.
I’ve worked with small teams doing big things, and this is the kind of plan that keeps everyone focused while still leaving room for creative execution.
Get started on your marketing plan.
I’ve written marketing plans for SaaS startups, regional tourism boards, and mission-led consumer brands, and no matter the industry or budget, the best ones always start with clarity. Clarity about who you’re trying to reach, what your brand stands for, and how you’ll measure success. The formats vary, but the structure stays the same: vision, audience, tactics, and outcomes.
What I love about the examples in this post is how different they are, but they all reflect a strong point of view. That’s what makes a plan work. So if you’re building your own, don’t aim for perfect. Aim for useful. Start with what you know, adapt what fits, and build something your team can actually use.
From my own work advising high-tech clients, I know this structured, data-driven approach is exactly how you turn innovation into adoption. Microsoft’s Copilot launch exemplifies that strategy in action.
8. Visit Billings
marketing plan & budget, visit billings
Source
The tourism board behind Montana’s largest city just published a detailed 52-page marketing plan, and it’s a fantastic example of how smaller destinations can execute at a high level. This plan combines community-driven messaging, strategic partnerships, and seasonal campaign rollouts to drive real tourism impact.
What stood out to me is how much clarity this plan brings — both for internal teams and external stakeholders. I’ve built similar campaign frameworks for regional brands, and having this level of alignment across economic goals, messaging, and media strategy makes all the difference.
Here’s what the plan covers:
Vision and Objectives. Position Billings as the gateway to eastern Montana and Yellowstone, while driving overnight stays and economic activity year-round.
Audience Focus. Targets macedonia telemarketing database regional road trippers, outdoor adventurers, group tour planners, and sports event organizers — with distinct tactics for each.
Tactical Breakdown. Includes paid social, connected TV, out-of-home, and earned media. A full media calendar maps campaigns across seasons.
Community and Partner Integration. The plan reflects collaboration with local hotels, venues, the Chamber of Commerce, and even healthcare partners to position Billings as both a leisure and business travel destination.
Measurement. Tracks KPIs like occupancy rate, website sessions, campaign reach, and revenue generated from events.
Why I Think This Marketing Plan Works
It’s smart, scrappy, and measurable. Visit Billings doesn’t try to compete with major metros — they play to their strengths, back it with clear tactics, and involve the community at every step.
I’ve worked with small teams doing big things, and this is the kind of plan that keeps everyone focused while still leaving room for creative execution.
Get started on your marketing plan.
I’ve written marketing plans for SaaS startups, regional tourism boards, and mission-led consumer brands, and no matter the industry or budget, the best ones always start with clarity. Clarity about who you’re trying to reach, what your brand stands for, and how you’ll measure success. The formats vary, but the structure stays the same: vision, audience, tactics, and outcomes.
What I love about the examples in this post is how different they are, but they all reflect a strong point of view. That’s what makes a plan work. So if you’re building your own, don’t aim for perfect. Aim for useful. Start with what you know, adapt what fits, and build something your team can actually use.