Issuu

FY 2026–2027

Accolades

Southern Living

10 Best Fall Getaways in The South CountryLiving

5 Under-the-Radar Small Towns Worth Checking Out This Spring

Ebony

The Best in Black-Owned Dining

Travel & Leisure

11 Best Places to Live in South Carolina CountryLiving

These Are America’s 10 Best Small Towns for 2025

Executive Summary

2026-2027 Bluffton Marketing Plan Executive Summary

The Hilton Head Island & Bluffton Chamber of Commerce/Visitor & Convention Bureau continues to be the leader in promoting tourism within the Lowcountry. The organization as a whole utilizes national economic and tourism trends, consumer research, prior program performance and demographics and takes into consideration the needs of our community (residents and businesses) to be in the best position as the steward of the destination.

The following pillars have been identified for marketing efforts:

1. May River Coastal Lifestyle

2. Montage + Luxury Experiences

3. Culinary + Dining

4. Culture + Heritage

5. Events + Community

Vision

A welcoming world-class community embracing nature, culture and economic vibrancy to residents and visitors.

Mission

Stimulate the regional economy while enhancing the quality of life for all.

Bluffton’s Brand Commitment

Bluff ton, Heart of the Lowcountry™, speaks to more than geography—it reflects the Town’s spirit, charm, and role as a driving economic force in the region. But most importantly, it’s a feeling. In Bluff ton, you don’t just visit—you feel the love. It’s genuine and unmistakably authentic. You see it in the heart symbol on a storefront window, in the pride residents take in historic Old Town Bluff ton and in the warmth shared with friends and strangers alike at an oyster roast. Bluff ton is a place that captures hearts through its people, traditions and unmistakable Lowcountry character, creating a sense of connection and community unlike anywhere else.

Daufuskie Island’s Brand Commitment:

As an extension of Hilton Head Island and Bluff ton, Daufuskie Island provides a more remote escape to the visitors of Southern Beaufort County, one that’s even closer to nature and “off the beaten path.” The brand’s focus on tranquility and nature is central to its identity and how it expresses itself.

FY 2026-2027 Goals, Strategies & Tactics

Goals

1. Destination alignment and community engagement

2. Sustainable tourism and infrastructure preservation and development

3. Rejuvenation and elevation of the destination with a focus on quality over quantity

4. Priority sales and marketing initiatives

Strategies

1. Build brand awareness and support qualified visitation to the destination among target out markets.

2. Drive the discovery and exploration of the destination with deeper storytelling of the destination’s key attributes.

3. Leverage a strategic mix of targeted methods to identify and reach the most qualified users.

4. Create an understanding of, and respect for, the delicate ecosystem of the destination.

5. Enhance Leisure and Group business through qualified visitation.

The overarching goal, strategies and tactics were developed for the FY 2026-2027 plan, depending on budget, things like the traditional media placements may need to be adjusted. The remaining tactics will continue to help support the overarching goal for Southern Beaufort County.

Bluffton/Southern Beaufort County Budget (FY 2026-2027)

Demographics & Personas

We use multiple primary and secondary data sources to understand who our visitors are and what motivates them to visit the Southern Beaufort County area. Our real-time data sources include Google Analytics, Placer.ai, and Zartico.

In addition, we partner with the Office of Tourism Analysis at the College of Charleston and the University of South Carolina Beaufort.

Using these insights we can extract visitor persona detail which allows us the ability to further refine our messaging to a more qualified potential consumer.

Today, as we continue to adjust to the traveler’s needs, we will keep our demographics and key personas at the forefront, adapting where necessary to address consumer travel sentiment.

Our Target Leisure Traveler for the Region

Self-Identify

Source: 2025 Bluffton Visitor Profile Study, Office of Tourism Analysis, College of Charleston

2-4 Trips per Year

5 Nights Average Length of Stay

2025 Bluffton Visitor Profile Study, Office of Tourism Analysis, College of Charleston

Persona Tactic

• Digital video/connected TV advertising

Family

Weekenders

Arts, Culture & History Buffs

Culinary Travelers

Activities & Recreation Enthusiasts

Snowbirds

• Facebook /Instagram advertising

• Social and blog itineraries

Social media partnerships with influencers including:

• Couples

• Paid search targeting branded and category terms such as “weekend getaway”

• Google Display Network and social display

• Digital video/connected TV advertising

• Culture & History itineraries

• Digital /connected TV advertising

• Restaurant listings

• Social advertising

• Digital video/connected TV advertising

Seasonal campaign featuring:

• Digital video advertising

• Search advertising

• Influencer family partnership

• Friend groups

• Weekend itineraries for blog/site/social

• Social advertising

• Influencer partnership content

• Long-form content (blogs)

• Organic social posts focused on food and drink

• Festival & Event information and promotions

• Food itineraries and tour information

• Maps and itineraries outlining convenience of staying / proximity to nearby activities and experiences

• Social advertising

• Accommodation aggregated offers

Marketing Plan Strategies & Tactical Details

The ultimate goal of the marketing strategy is to drive visitation through strategic demand generation and demand capture efforts. The strategies support the discovery and exploration of experiences that exist throughout Southern Beaufort County.

Digital Marketing

The proposed approach to Southern Beaufort County’s marketing plan, outlined below, is meant to communicate how Southern Beaufort County can best be experienced by a diverse group of target audiences.

With the May River, a thriving arts and culture scene, diverse culinary experiences, outdoor recreation, and a vibrant local community, Southern Beaufort County is well positioned to meet the needs and interests of today’s travelers.

The marketing plan is designed to be highly personalized, flexible, and results-oriented. Each individual campaign that is implemented to drive exposure for the destination will be deployed based on a series of defined goals that align with each persona, and the overarching goal for the marketing plan.

The Customer Journey

Our role as a destination marketing organization (DMO) is to captivate qualified travelers by creating an emotional connection to the destination through targeted communications and compelling brand storytelling. A full-funnel marketing strategy that reaches travelers from inspiration through booking is required to drive increased visibility and referrals to partners throughout the region. Our efforts will place a specific emphasis on more awareness-focused marketing channels, using immersive and authentic brand content to reach new, qualified prospects the brand can deliver for our partners. We will continue to nurture repeat visitors and brand loyalists with our mid-funnel tactics.

Conversion Focused Digital Marketing

The digital strategy is structured so that, regardless of the channel approach, each campaign is continuously optimized to drive increased conversions for Southern Beaufort County. The strategy remains nimble and scalable, ensuring that all paid and organic media supporting Southern Beaufort County brand are fully measurable. Because each phase targets a different goal and level of traveler intent, distinct measurements and benchmarks are established for Awareness, Intent, and Conversion to provide a holistic view of success.

Integrated Content Strategy

Southern Beaufort County’s digital visibility strategy is built around an Integrated Content Strategy that brings together Search Engine Marketing (SEM), Generative Engine Optimization (GEO), and Search Engine Optimization (SEO).

Together, these three approaches ensure Southern Beaufort County remains visible wherever travelers search for inspiration, research destinations, and plan their trips; whether through traditional search engines or emerging AI-driven discovery platforms.

Social media marketing works in conjunction with this strategy, helping extend the reach of destination storytelling, reinforce brand awareness, and drive engagement with potential visitors. While search strategies capture travelers actively researching destinations, social platforms help inspire travel consideration and nurture interest earlier in the planning journey.

Display and remarketing serve as the connective layer across this ecosystem, reinforcing awareness and re-engaging travelers as they move through the planning process. These efforts help ensure that travelers who discover Southern Beaufort County through search, social media, or other digital touchpoints continue to encounter the destination throughout their decision-making journey.

Search Engine Marketing (SEM)

Search Engine Marketing focuses on capturing high-intent travelers actively searching for destinations like Southern Beaufort County. Paid search campaigns allow Southern Beaufort County to appear prominently when potential visitors are evaluating travel options.

SEM campaigns will be built around a targeted list of search terms aligned with Southern Beaufort County’s core audience segments and the strategic pillars identified in the campaign framework.

Our SEM strategy focuses on:

• Capturing Travel Intent - Target search queries that indicate active destination research and travel planning.

• Driving Qualified Traffic - Direct high-intent users to VisitBluffton.org and VisitDaufuskie.org to explore experiences, partners, and trip-planning resources.

• Expanding Destination Visibility - Ensure Southern Beaufort County remains competitive within destination search results across major search platforms.

• Fueling Remarketing Audiences - Use paid search engagement to build audiences for display and remarketing campaigns, allowing continued engagement with interested travelers.

Generative Engine Optimization (GEO)

The way travelers research and plan trips is rapidly evolving. AI-generated summaries, conversational search, and emerging AI travel assistants are reshaping how travelers ask for information, how that information is delivered, and what actions travelers take next.

Responding to this shift is critical for ensuring Southern Beaufort County remains visible in these new discovery environments.

Our Generative Engine Optimization (GEO) strategy works alongside traditional SEO initiatives to ensure Southern Beaufort County’s content is structured in ways that AI-powered search tools can easily interpret, reference, and recommend.

Our GEO strategy focuses on:

• Structure for AI - Ensure website content is clear, relevant, and organized so generative engines can easily surface Daufuskie Island and Bluffton in AI-generated responses.

• Use Data + Story - Combine strong destination storytelling with structured information that performs well across both generative and traditional search environments.

• Embrace New User Experiences - Recognize that AI-powered discovery is becoming central to traveler journeys and ensure Daufuskie Island and Bluffton’s digital content supports conversational and question-based search.

• Distribute Widely - Maintain a consistent and personalized destination presence across platforms and digital channels that feed generative search ecosystems.

The Opportunity

A strong GEO strategy is crucial for DMOs and operators to remain visible and relevant in a changing digital landscape.

Become the Answer

Position your brand as an authority so your content is the source for direct AI answers.

Clear, structured website information makes it more likely that your organization will be featured in these direct answers. Stand Out with AI

Continuing to follow SEO best practices and investing in a strong website foundation sets you up for long-term success. Future-Proof Your Strategy

Investing in a GEO platform, assigning dedicated resources for configuration, adjusting prompts, and optimizing results. Track and Analyze Brand Performance

This shift in behavior and strategy drives a shift in related KPIs, where we will review AI Impressions, citations, and traffic more closely.

Search Engine Optimization (SEO)

Search Engine Optimization ensures Southern Beaufort County is organically discoverable by travelers researching destinations online. SEO focuses on strengthening our region’s long-term search visibility by building a strong technical foundation and a robust destination content strategy.

Our SEO program focuses on:

• Technical Optimization - Ensure the websites are accessible, indexable, and optimized for search engines through improvements to site structure, performance, and crawlability.

• Content Strategy & Expansion - Work with Southern Beaufort County’s businesses and locals to enhance existing content and develop new destination content aligned with traveler interests and search demand.

• Search Visibility & Authority - Strengthen Southern Beaufort County’s authority within destination search results through high-quality content, backlink development, and competitive monitoring.

• Continuous Optimization - Regularly evaluate search trends, identify content gaps, and monitor the websites for duplicate or redundant content that could impact performance.

Display & Remarketing

Display and remarketing serve as the bridge across SEM, GEO, and SEO, reinforcing Southern Beaufort County’s presence throughout the traveler decision-making process.

These efforts re-engage users who have demonstrated interest in our area, whether through search activity, website visits, or other digital signals, and guide them back to VisitBluffton.org and VisitDaufuskie.org to continue exploring the destination.

Display and responsive advertising will target potential visitors through platforms including:

• Facebook

• Instagram

• Google Performance Max

• Google Demand Generation

• Google Display Network

Remarketing campaigns will serve ads to users who have previously visited VisitBluffton.org and VisitDaufuskie.org, allowing messaging and bidding strategies to adapt based on where the traveler is in their planning journey.

By reinforcing messaging across multiple touchpoints, display and remarketing amplify the effectiveness of SEM, GEO, and SEO efforts while helping move travelers from inspiration to trip planning.

Destination Websites

The VisitBluffton.org and VisitDaufuskie.org websites are the virtual “front door” of the destination marketing strategy and often serves as one of the first touchpoints for potential visitors to Southern Beaufort County. We will continue refining our ability to identify qualified visitors, ensure a seamless user experience, and drive relevant, high-quality traffic to partner websites. Content will be refreshed regularly, with new and engaging material added to keep the site current and compelling. Ongoing optimizations to both content and site structure will be guided by search engine optimization (SEO) and generative engine optimization (GEO) research, as well as trends data and referral insights.

Data Strategy & Personalization

Utilizing first-party and zero-party data, the brand will work to gain a clearer understanding of prospective visitors’ behaviors and implicit desires to build a personalized, one-to-one communication strategy. This begins at the VisitBluff ton.org and VisitDaufuskie.org websites and extends across the brand’s entire digital marketing ecosystem.

The Visitor & Convention Bureau will create a data-driven, always-on content strategy that is relevant and compelling, aligning with visitors’ mindsets and interests. As prospective visitors move through their journey, the brand will continue to tailor messaging through sequential storytelling, making the destination experience more meaningful and relevant to each individual. Ongoing analysis of audience data will provide insights that inform decisions about market opportunities and high-value audience segments, ultimately leading to higher engagement with the destinations and more outbound referrals to partners.

Social Media

Social media remains the most influential driver for the destinations. In FY 2026-2027, our strategy evolves from broad visibility to Generative Engagement Optimization (GEO). By fostering deep local connection and quality community engagement, we will create the social proof required for platforms to push our content to non-followers and for Large Language Models (LLMs) to prioritize Southern Beaufort County as the premier recommendation for “historical, artsy, and undiscovered Southern towns.”

Goals:

• Expand the brand’s overall social media presence by leveraging local advocacy and community voices to drive broader discovery through platform algorithms.

• Increase audience engagement through content that reflects the area’s “sophisticated but approachable” Southern charm.

• Grow video visibility across short-form platforms by focusing on core storytelling pillars and immersive destination content.

• Encourage more users to move from inspiration to trip planning by directing audiences to valuable visitor resources like the regional vacation planners.

• Strengthen discoverability in search and AI-driven travel tools by consistently incorporating location-specific keywords into social content.

Facebook: Facebook has pivoted toward neighborhood groups and prioritizing localized feeds. The algorithm now favors content that generates high-density engagement within a specific region to verify authenticity before pushing it to a global audience. We will treat Facebook as a digital town square. Since our engagement derives mainly from locals, we will post content that encourages residents to tag friends and share memories. This localized “buzz” signals to the Meta algorithm that our content is high-value, naturally expanding our reach to potential visitors.

Pinterest: Pinterest has become a Visual Discovery Engine where AI-driven “Plan the Trip” features dominate. It rewards accounts that provide high-utility content, infographics, guides, and checklists, that LLMs can easily process and recommend. We will optimize Pins with detailed, GEO-focused descriptions to ensure both Bluffton and Daufuskie Island appears in AI-curated travel boards. By focusing on “Natural Beauty,” “Historic Locations,” and “Local Artisans,” we will attract high-intent audiences looking for a family-oriented Southern escape. Every Pin will serve as a direct funnel to the websites. We are also implementing a Pinterest improvement plan to fully align the profile with current 2026 strategies.

TikTok: TikTok is now a primary search engine for Gen Z and Millennials. The strategy has shifted from viral fluff to life-in-motion storytelling and search-optimized captions that feed into the platform’s AI engine. Our TikTok strategy is built on Aesthetic Immersion. By capitalizing on the Natural Beauty pillar, which consistently drives the highest impressions, we will create content that highlights Southern Beaufort County’s laid-back Lowcountry life. We will align with current trends and sounds to capture For You Page placement, emphasizing our unique “eccentric and artsy” destinations.

Instagram: Instagram is focusing on saves and collabs as the primary metrics for growth. The platform prioritizes highquality, aesthetically curated carousels and Reels that serve as digital postcards which users save for future travel planning. Using high-quality user-generated content (UGC) and carousels, we will showcase Southern Beaufort County as an aesthetically pleasing destination. To drive growth, we will utilize the Places to Visit series for partner collaborations to keep the brand integrated into the wider Lowcountry travel ecosystem.

Destination Public Relations

Earned media secured through public relations initiatives remains a critical driver of destination awareness and credibility. Third-party editorial coverage introduces Bluffton and Daufuskie Island to new audiences while reinforcing the destination’s authenticity and unique sense of place.

Our public relations strategy focuses on cultivating relationships with travel writers, editors, influencers, and content creators who can authentically share our area’s story with engaged audiences.

As the media landscape continues to evolve, travelers increasingly look to digital publications, social platforms, and trusted voices for travel inspiration. Influencers and content creators continue to shape travel decisions through curated storytelling and personal recommendations.

Through proactive outreach, media relationship development, and strategic pitching, our public relations efforts will generate a consistent stream of coverage highlighting distinctive experiences: culture, cuisine, history, and natural beauty.

These efforts will focus on:

• Destination Storytelling - Position the Southern Beaufort County area as an authentic Lowcountry destination through compelling narratives that highlight its character, heritage and local experiences.

• Media Relationships - Maintain strong relationships with key travel and lifestyle media outlets to encourage ongoing editorial coverage.

• Influencer & Creator Engagement - Partner with select creators whose audiences align with our target visitors and who can authentically share the destination experience.

• Accolades & Recognition - Pursue opportunities to be featured in destination lists, awards and editorial roundups that reinforce its appeal to travelers.

Through these efforts, Southern Beaufort County will remain visible within national and regional travel conversations while strengthening its reputation as a destination known for meaningful and memorable experiences.

Leisure Media Partnerships

Select leisure media partnerships can complement earned media efforts by extending the destination story within travel and lifestyle media environments that inspire trip planning.

These opportunities allow Bluffton and Daufuskie Island to reinforce their presence within trusted editorial platforms where travelers seek ideas, recommendations and destination inspiration.

When appropriate, these partnerships may include integrated storytelling opportunities that highlight the area’s culture, cuisine, outdoor experiences and unique Lowcountry character.

Rather than functioning as standalone campaigns, these placements will work in conjunction with ongoing public relations initiatives, amplifying editorial themes, reinforcing media coverage and strengthening the overall destination narrative for Daufuskie Island and Bluffton.

All media opportunities will be evaluated to ensure alignment with the destination’s strategic goals, target audiences and broader marketing initiatives.

Photography/ Videography

Asset collection will be done strategically to align with planned campaigns, including identifying gaps and analyzing performance to see what assets perform best for our target demographic. We will also leverage and repurpose existing high-performing assets captured by local photographers and videographers to maximize their value and reach. Working with our partners to capture event content will ensure we have up-to-date assets to promote our destination to our audiences across social media, the websites and digital media.

Meetings & Group Sales

Southern Beaufort County’s meetings strategy focuses on high-value, experience-driven gatherings that align with the destination’s luxury assets and authentic Lowcountry character. With world-class accommodations and riverfront landscapes, this region offers planners a refined alternative to larger convention destinations.

Rather than competing for high-volume convention business, Southern Beaufort County is best positioned to attract premium meetings, executive retreats and incentive programs that prioritize setting, service and meaningful experiences.

This approach ensures meetings generate strong economic impact while preserving the charm and scale that define the area.

Southern Beaufort County is ideally suited for luxury small-to-mid-size meetings, typically 75-250 peak room nights..

These can include:

• Executive retreats and leadership summits

• Corporate strategy and innovation meetings

• Association board meetings and governance retreats

• Incentive and recognition programs

• Wellness-integrated meetings

• Luxury brand and media gatherings

These groups deliver high average daily rates (ADR), strong catering revenue and elevated on-property spending, making them highly profitable for the destination.

Leverage Regional Drive Markets & Air Access

The region’s strongest opportunity remains Southeastern drive markets, including:

• Atlanta, GA

• Charlotte, NC

• Charleston, SC

• Jacksonville, FL

• Raleigh-Durham, NC

• Orlando / Tampa, FL

In addition, convenient access through Savannah/ Hilton Head International Airport (SAV) provides connectivity from major domestic markets.

This combination supports both corporate retreats and national association meetings seeking an inspiring destination that remains easy to reach.

Build Meetings Around Authentic Experiences

Today’s planners want experiences that reflect the destination. Southern Beaufort County delivers with:

• May River sunset receptions

• Historic district culinary tours

• Gullah cultural heritage experiences

• Chef-led Lowcountry dinners and oyster roasts

• Kayaking, boating, and eco-tours

• Art gallery and artisan studio events

These experiences create memorable programs and increase visitor spend.

The sales team will support the region’s growth in the meetings and group segment by generating qualified leads and helping partners convert opportunities into confirmed business through targeted trade shows, strategic outreach and focused marketing. Working closely with hospitality partners, the VCB will assist with lead distribution, site visits and sales support to maximize the economic impact of group travel.

Daufuskie Island and Bluffton have the opportunity to become the Southeast’s premier destinations for luxury retreats and leadership gatherings; where organizations step away from traditional meeting environments and gather in a setting where ideas flow naturally, relationships strengthen and the destination becomes part of the experience.

Collateral and Fulfillment

The Bluff ton Official Vacation Planner and Regional Official Vacation Planner, our comprehensive guides to what to see and do, is our primary print fulfillment piece for the destination. We receive many online, as well as media and phone inquiries, and distribute the planner to all state welcome centers, airports, along with tradeshows and promotional events with media. In addition to the print version, digital editions of the Vacation Planners are available online, allowing prospective visitors to explore the region from anywhere and seamlessly transition from inspiration to trip planning.

In today’s more visual world, telling a story through pictures and graphics appeals more to our target demographic. To further entice these target markets, we have designed the Vacation Planner for visitors to better visualize their vacations and discover what Southern Beaufort County has to offer. This is an important element of the “Travel Planning Journey,” helping potential visitors move from dreaming about a trip to actively planning their experience.

Southern Beaufort County’s natural beauty is what sets the destination apart from other communities. By tapping into our portfolio of stunning photography and combining it with updated content, we have transformed the Vacation Planner into a “lookbook” destination discovery piece so visitors can imagine themselves experiencing all things Lowcountry. Rich content, imagery and videography not only support the digital platform for destination discovery, but also create valuable assets that can be leveraged across marketing channels including social media, website features and advertising campaigns.

In addition to working with a digital and print publisher, our in-house marketing staff provides the business directory, local photography and editorial content management, as well as editorial review and proofreading for this asset, ensuring the planner remains a high-quality and accurate representation of the Bluff ton visitor experience.

Promotions and Brochure Distribution

Included in our budget is a dedicated campaign for the promotion of both the Regional Official and the Bluff ton Official Vacation Planner for visitors to request a guide as well as for fulfillment and distribution costs. The books are distributed through:

• Online requests

• Phone inquiries

• Savannah/Hilton Head International Airport

• Hilton Head Island Airport

• South Carolina Welcome Centers

• AAA offices nationwide

• Hotel partners

• Tradeshows

• Events

• Media

Fulfillment: 69,462 (in 2025)

Research & Analytics

Research provides the insight needed to continually refine and strengthen the Visitor & Convention Bureau’s marketing strategy. Throughout the year, we gather and analyze detailed data to better understand Southern Beaufort County’s visitors and their travel behaviors. These insights inform targeted marketing and advertising initiatives designed to grow and sustain Southern Beaufort County’s tourism economy.

The following programs will be ongoing:

• Maintenance of ThinkBluffton.org, Hilton Head Island & Bluffton Chamber of Commerce’s online economic metrics portal.

• KeyData reporting, which tracks lodging occupancy, average daily rate (ADR), room demand and revenue per available room (RevPAR) for both hotels and short-term rentals, including comparative analysis with competitive destinations.

• Partnership with the College of Charleston Office of Tourism Analysis to produce annual economic impact reports.

• Collaboration with the University of South Carolina Beaufort to conduct research on local events and their economic impact.

• Analysis of Placer.ai and Zartico visitor tracking data to better understand who Southern Beaufort County’s visitors are, where they come from and what they value most about the destination.

These consistent research details will provide insights to produce quarterly and annual reports that provide a health check into tourism for Southern Beaufort County*.

*All metrics and reports mentioned above are based upon information available. Reporting will flex and grow as more information is gathered and/ or becomes available.

Appendix

• Personas

• 2025 Social Recap

• 2025 Website and Digital Marketing Recap

• 2025 Public Relations Recap

• 2025 Economic Impact Report

• 2025 Visitor Proﬁle Study

Family

Family Travel Objective

Find a vacation spot that will please everyone during the school holidays.

Travel Habits

Spontaneity:

Who They Are

Upscale & Status Oriented Creating a Legacy Values Family Time Active & Health Conscious

“Let’s

I’m looking for a destination with a mix of things to do.

I need to be able to relax, while the kids are busy and active.

I want to ﬁnd a place I can brag about to my friends.

I want to make this trip a traditionsomething we look forward to.

Preferred Activities & Attractions

Resorts/Hotels

Water Activities

Walking Parks

Festivals & Events

Kid-friendly Dining

Museums & Tours

What can we do in Bluffton that we don’t normally do at home?

Is there enough to do for 3 to 4 days/nights?

Does it make sense to stay in a resort?

Which location gives us the best access to the river and dining?

What do other people have to say about Bluffton?

How early should we book our hotel for the best deal?

What’s the best way to get there? Does it make more sense to drive or ﬂy?

What should I pack?

Where are the best places to book for the best price?

Facebook Videos

Instagram

TripAdvisor

Online Video

Forums & Blogs

Pinterest Marketing Channels & Formats

The photo of Aiden and Cally is so cute. I can’t forget to put that on Facebook.

Where should we eat tonight? Who has kid-friendly specials?

Are there any tours or kid-friendly events happening this weekend?

The Weekender

The Weekender Travel Objective

Find a fairweather weekend escape from work and city life.

Ongoing Visitation & Planning

Travel Habits

Who They Are

Upscale & Status Oriented

Spontaneous & Social Urban Dwellers

Preferred Activities & Attractions

Vacation Rentals & Resorts

Water Activities

Dining & Shopping

Romantic Things to Do Festivals & Events

Weddings

Marketing Channels & Formats

Facebook Videos

Instagram

TripAdvisor

Online Video

Forums & Blogs

Let’s get away this long weekend.

I’m looking for a place with enough things to do, that also offers some down time.

I want to ﬁnd a place I can brag about to my friends.

Are there any events happening in the area?

Where is the best place to stay for a weekend?

I want to do something special for date night.

Where is the best place to ﬁnd last-minute offers?

What’s the best way to get there? Does it make more sense to drive or ﬂy?

What should I pack?

Where can we make a dinner reservation that has a romantic vibe?

I want to wear something cute tonight. Where can I ﬁnd an outﬁt?

Arts, Culture & History

Arts, Culture & History Travel Objective

To explore cultural attractions, historical sites and the local arts scene.

Travel Habits

Spontaneity:

Who They Are

Values Learning & Authenticity

Image Conscious Seeking an Immersive Experience

Upscale & Status Oriented

Preferred Activities & Attractions

Historical District & Attractions

Art District & Galleries

Cultural District

Gullah Cultural Heritage Festivals & Events

Downtown

Marketing Channels & Formats

Facebook Videos

Instagram TripAdvisor

Online Video Forums & Blogs

Pinterest Earned Media (Print/Digital)

“Experiences are Greater than Things.” Their Path to Purchase

I’m looking for interesting things to see and do.

I want to learn something new.

I need to be able to show this off on Instagram/tell my friends about my vacation.

I want to indulge! Great food, great wine, great entertainment.

------------

I’m not looking for a prepackaged vacation. I like to be able to explore and really get to know a destination.

Bluffton has a lot of festivals coming up–let’s check it out.

-----------What are the area’s arts and cultural experiences like?

Are there any local cultural events coming up?

I want to hear what other people have to say about Bluffton.

When should we visit to be able to best take advantage of what Bluffton has to offer?

What’s the best way to get there? Does it make more sense to drive or ﬂy?

What should I pack?

Is a weekend enough, or should we stay for longer?

This sculpture is beautiful. I need to share it on Instagram.

-----------Let’s pop into this cute gallery and pick up something to display at home.

Where can I get tickets for tonight’s show?

------------

I want to immerse myself in the local culture...what are some off-the-beaten path activities? Where are locals spending time?

Culinary

Culinary Travel Objective:

Be immersed in a new destination (or an old favorite) by exploring the pursuit of unique and memorable culinary experiences.

Travel Habits

Who They Are

I’m looking for interesting

I want to learn about the

I want to learn how to cook a

I want to indulge with great food and great

Preferred Activities & Attractions

Food Events

Food Tours

Wine, Beer and Food Festivals

Specialty Dining Experiences

Oyster Roasts

Bluffton has a lot of food-centric festivals coming up–let’s check it out.

What are the area’s specialty food experiences like?

What kind of culinary events are offered in the area?

Are there any top-rated restaurants in the area?

When should we visit to be able to best take advantage of what Bluffton has to offer?

What’s the best way to get there? Does it make more sense to drive or ﬂy?

How do I register?

How far out do we need to book a reservation?

Marketing Channels & Formats

Facebook Videos

Instagram

TripAdvisor

Forums & Blogs

These fresh oysters look amazing - I need to share it on Instagram.

Let’s pop into this farmer’s market and pick up something for our pantry.

That was fun! I can’t wait to make this dish for my friends back home.

That was incredible. I’m going to write a review about my experience.

Activities & Recreation Enthusiasts

Activities & Recreation Enthusiast

Travel Objective

Find a destination where they can pursue their interests on their downtime.

Travel Habits

Who They Are

Preferred Activities & Attractions

Boating & Water Activities

Hiking & Biking

Live Music & Shows

Golf

It’s time to start planning our annual trip.

I want to go somewhere with a few different activities so I can try something new.

Should we try a new event this year?

I want to spend a lot of time on the water, but where should I go to eat after?

Are there any tournaments or events I can check out?

Are there any excursions I can join?

Which excursions are the best to try?

Where is the best place to ﬁnd last-minute deals?

What’s the best way to get there? Does it make more sense to drive or ﬂy?

What should I pack?

Where should I stay that’s closest to May River?

Marketing Channels & Formats

Facebook

TripAdvisor

Online Video Forums & Blogs

Who’s playing tonight? I wonder if there’s a show we can catch.

What dinner spots can take us without a reservation?

Is there a boat tour we can do last-minute?

Snowbirds

Snowbirds Travel Objective

Find a warm destination that feels like home for the winter, where they can welcome family and friends for visits.

Travel Habits

Who They Are

I can’t bear another season in the cold. Where should we winter this year?

We need somewhere to go where the kids and grandkids can join us.

The Jacksons really enjoyed their vacation home last year. We should ask to see where they went.

I want to try something a little different this year.

Preferred Activities & Attractions

Vacation Rentals

Dining

Golfing

History / Culture

Excursion / Tour

Walking

Are there historical tours or places we can explore?

Where are the best places to eat downtown?

Are there any festivals or events in the winter months?

Which location gives us the best access to the river and dining?

Is the best deal to book directly or with a travel agent?

How early should we book our vacation for the best deal?

Marketing Channels & Formats

Facebook Print

TripAdvisor

Radio

This rental truly is a home away from home. Look at all this space! Where should we eat tonight?

Next time, let’s bring the grandkids - I think they would love the oyster roasts and the events and festivals.

2025 Social Recap

2025 Social Media Performance

Bluffton 2025 Highlights

LET’S CELEBRATE THE WINS:

Net follower growth increased +19%

• Cross-channel Engagement Rate increased +8.5%

• Cross-channel Post Link Clicks increased 4.3%

• Facebook Organic Views increased +163.8%

• Organic Engagement Rate on Facebook increased 40.7%

• Organic Facebook Engagements increased 274%

Facebook Organic Post Link Clicks increased +538.1%

Reel Views on Instagram increased +63%

Engagements on X increased +68.1%

Impressions on X increased 52.5%

TikTok Engagements increased +21.4%

Cross-Channel Performance Metrics

ORGANIZED BY CONTENT PILLAR

CULINARY

2025 Social Media Performance

Instagram Overview

Total Followers: 14,805

AUDIENCE DEMOGRAPHICS

60% women, 19.8% men, 20.2% non-binary or unlisted

Our top age demographic are users between the ages 35-44 (26.4%), followed by 45-54 (21.6%) and 55-64 (20.1%).

14,170 of our followers are based in the United States. Among the U.S.-based followers, 2,359 are from Bluffton, 818 are from Hilton Head Island, and 818 are from Okatie.

KEY INSIGHTS

The key to the top-performing Instagram content in 2025 was the strategic pairing of trending, high-reach audio featuring Bluffton’s natural beauty and popular landmarks. This combination effectively drove high engagement metrics, utilizing both short-form videos and carousels. Additionally, our Instagram audience favors local business features like Ma Daisy’s and events-related post that provide helpful tips.

*YTD as of December 1, 2025

Instagram Top Performing Posts

RANKED BY OVERALL ENGAGEMENTS

GILMORE GIRLS TREND REEL August 6 875 Engagements THE COTTAGE CAFÉ TREND REEL February 23 1,054 Engagements EXPLORING BLUFFTON TREND REEL January 6 812 Engagements

Facebook Overview

Total Followers: 48,308

AUDIENCE DEMOGRAPHICS

79.8% women, 20.2% men.

Our top age demographic are users between the ages 55-64 (30%), followed by 65+ (27.8%) and 45-54 (23.2%).

48,281 of followers are based in the United States, with 3.1% followers being from Bluffton, 2.2% from Jacksonville, and 2% from Charlotte.

KEY INSIGHTS

Facebook performance was driven by maximizing two factors: authentically local content such as local businesses and events, and familiar Bluffton landmarks, which were amplified through short-form videos, UGC carousels, and branded carousels — content types the algorithm currently favours as they encourages valuable interactions like shares and comments. The key takeaway is simple: our Facebook audience prioritizes real, highly-visual and local content.

*YTD as of December 1, 2025

Facebook Top Performing Posts

JANUARY 1 - DECEMBER 1, 2025

Total Followers: 759

AUDIENCE DEMOGRAPHICS

Engagements

*X removed its insights in 2020, so audience data cannot be gathered.

KEY INSIGHTS

Our success on X was driven by maximizing the platform's role as a realtime information source. Users primarily look to X for news and immediate updates, confirming that posts centered around community events and timely announcements perform best. We successfully capitalized on this by ensuring our content providing valuable information paired with aesthetic photos to quickly capture attention in the fast-moving feed to make our content stand out. The key takeaway is that we’ll continue to effectively use X as a direct bridge to drive link clicks and share timely, valuable information.

*YTD as of December 1, 2025

Engagements

X Top Performing Posts

RANKED BY OVERALL ENGAGEMENTS

Pinterest Overview

Total Followers: 22

AUDIENCE DEMOGRAPHICS

74% women, 12.7% men, 13.4% unspecified

Our top age demographic are users between the ages 25-34 (24.5%), followed by 18-24 (18%) and 55-64 (15.8%).

77.7% of our audience is based in the United States, the remainder being unlisted. 88.4% of this audience is interested in travel, 58.5% are interested in weddings, 87.1% are interested in food and drinks, and 76.5% are interested in event planning.

KEY INSIGHTS

Our top-performing Pins, which focus on aspirational imagery (weddings, beautiful architecture, scenic rivers), tap directly into this long-term planning cycle that is popular on Pinterest. These Pins generate high impressions because they serve as evergreen content, continuously resurfacing in searches over years, as shown by the success of the top performing posts of 2025 which were published in 2022 and 2023. The key takeaway is we will prioritized high-quality, aspirational, and evergreen visuals that offer lasting inspiration for future trips and plans.

*Followers are YTD, audience demographics are within the last 30 days, and audience insights are reported on for the last 6 months due to Pinterest API limitations

BLUFF

September 28, 2024

798 Impressions

Pinterest Performing Posts

RANKED BY OVERALL IMPRESSIONS

BLUFFTON WEDDING

December 23, 2023 266 Impressions

TikTok Overview

Total Followers: 2,488

AUDIENCE DEMOGRAPHICS

62% women, 38% men

Our top age demographic are users 45-54 (33%), followed by 35-44 (27.7%), and 45-54 (19.9%).

Of our 2,321 followers, 2,132 are based in the United States.

KEY INSIGHTS

Our TikTok strategy for Bluffton succeeded by prioritizing watch time and viral trends, the platform’s core ranking factors. Since the algorithm prioritizes content that users watch to completion, we effectively used clear, fast-paced video content to hold attention and drive high retention rates. We leveraged trends to increase discoverability and enhance reach organically.

*YTD as of December 1, 2025

MAY RIVER

September 25, 2022

151 Impressions

PALMETTO

TikTok

2025 Website & Digital Marketing Recap

Bluffton Conversion Rate Overview

The overall conversion rate improved by 1.9% YoY, largely driven by the strong performance of our paid media initiatives.

Paid Social and Google CPC saw significant conversion rate growth of + 131% and +12% YoY, respectively.

Designated Market Areas

Performance across DMAs remained consistent with historical trends.

Notably, the South Carolina and North Carolina markets experienced steady growth throughout 2025.

Ohio emerged as a primary growth driver, delivering a significant +130% YoY increase in sessions.

Performance among primary organic channels was mixed; while Google organic traffic saw an +11.2% increase, Bing remained rela tiv ely flat with a marginal0.7% decline 3