Project Overview

‍Visit Aroostook promotes tourism in Northern Maine, highlighting outdoor recreation, cultural destinations, and scenic byways. I partnered with the Northern Maine Development Commission (NMDC) to revamp communications across print, digital, SEO, and web design, positioning the region for stronger visitor engagement.

Opportunity

‍The region offered world-class outdoor experiences but lacked modern marketing tools to tell its story effectively. Outdated guidebooks, fragmented branding, and an underperforming website made it difficult to attract and convert visitors.

Solution

• Website Rebuild: Redesigned and rebuilt the Visit Aroostook site to improve usability, mobile performance, and SEO. Streamlined navigation, updated content, and integrated requests for guidebooks and maps.
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• Guidebook Redesign: Authored and designed the annual travel guidebook (25,000 copies) with a focus on clarity, storytelling, and practical visitor information.
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• Regional Map and Icons: Created custom iconography and redesigned the regional tourism map (20,000 copies annually).
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• SEO and Digital Growth: Conducted technical audits, implemented fixes, and provided ongoing monthly optimization. Consulted on AdWords and content development.
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• Stakeholder Collaboration: Worked closely with NMDC and Maine Tourism Association staff to ensure accuracy, branding alignment, and effective distribution strategies.

Results

• Website rebuild improved speed, usability, and search rankings, leading to stronger engagement and increased guidebook requests.
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• Annual guidebook requests grew by 70 percent, with online requests more than doubling.
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• Distribution centers reported a visible uptick in visitor traffic following launch of new collateral and site.
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• Consistent year-over-year growth in organic search traffic.
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• Guidebook praised by Maine Tourism Association as “the most beautiful and clearest travel guide in our center”.
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• Established an ongoing partnership with NMDC to iterate and refine regional communications each year.

Role:
Communications strategist and designer (website rebuild, print, branding, SEO, stakeholder collaboration).