Norfolk County
Extending capacity through paid media, creative campaigns and analytics
Client overview
Norfolk County’s Economic Development and Marketing team promotes tourism, local programs, and community awareness initiatives. Their team is active and highly capable but needed additional capacity to execute technically complex campaigns, manage multi-platform advertising, and report on performance across dozens of initiatives.
U7 Solutions partnered with Norfolk as an extension of their team, providing multi-year support across paid media, social media, creative production, and analytics.
The challenge
Norfolk’s team faced recurring operational challenges:
- Limited internal capacity to run large, multi-channel campaigns.
- Gaps in technical expertise for advanced advertising and analytics setup.
- The need for clear, measurable results to support budget decisions and future strategy.
They required a partner who could manage execution end-to-end, while giving them the insights needed to communicate impact to stakeholders.
Our solution
Over several years, U7 acted as an extension of Norfolk’s team, managing strategy, execution, and reporting across multiple initiatives:
Paid Advertising Campaigns
We designed, launched, and optimized campaigns across Google, Facebook, Instagram, TikTok, Pinterest, and YouTube. Examples include:
- Norfolk APP downloads – multi-platform funnel campaign with custom landing pages.
- Abandoned Gas & Oil Wells Awareness – environmental/safety awareness campaign with video, carousels, and targeted ads.
- Seasonal Tourism Campaigns – promoting day trips, weekend getaways, and local attractions.
- Community Initiatives – 10 ongoing advertising pilots to test traffic and conversion quality.
Social Media Support
- Launched Norfolk’s new Instagram channel in 2024, including kickoff posts, profile setup, and branded Canva templates to simplify ongoing content creation.
Supported Facebook and Instagram content management through guidance, scheduling support, and ongoing creative direction.
Provided coaching on content strategy, including when to use stories vs. feed posts and how to manage multiple topics across short timelines.
Creative Development
- Produced campaign-ready assets: carousels, infographics, static graphics, and video ads.
Tailored creative to each platform’s strengths to maximize engagement.
- Iterated based on performance data, rotating formats mid-campaign.
Analytics & Reporting
Built custom Looker Studio dashboards consolidating website, social, and ad data.
Set up conversion tracking across multiple campaign objectives (e.g., app downloads, form submissions, video engagement).
Delivered mid-campaign and final reports for every initiative.
Provided interpretations and recommendations so Norfolk could clearly see what worked, why, and where to invest next.
Results and impact
APP Campaign (2025)
Increased traffic to the app download page by 134%, with overall conversion velocity increasing 4× after campaign optimizations. The multi-platform approach (Meta + Google) steadily accelerated user intent and produced a sustained lift in high-quality traffic reaching the app download environment.
Abandoned Gas & Oil Wells Campaign (2024)
Delivered 1M+ impressions and 12K+ clicks across Meta and YouTube, with a low CPC of $0.36. Paid ads accounted for 98% of all traffic to the landing page, dramatically boosting visibility and awareness around public safety messaging.
Tourism & Seasonal Campaigns
Generated over 44,000 sessions across key landing pages, with paid media driving 70–95% of total traffic for most initiatives. Campaigns consistently outperformed organic baselines, resulting in an estimated 60–80% increase in visibility to Norfolk’s highest-priority programs.
Ongoing Social Media
Norfolk’s newly launched Instagram account reached 6,100 followers and 2 million impressions, representing nearly 30% of the county’s total Meta visibility for the year. This growth reflects a strong new audience segment and a more balanced social presence across platforms.
Across all campaigns, Norfolk gained:
- Visibility into which platforms, creatives, and audiences delivered the strongest ROI.
- A repeatable, full-funnel campaign model combining landing pages, creative, paid media, and analytics—scalable across any department or initiative.
Key takeaways
Operational Lift
U7 acted as a long-term strategic partner, expanding Norfolk’s capacity across paid media, social content, creative, and analytics.
Transparent Results
Every initiative was driven by data, with clear interpretations that helped Norfolk understand why campaigns performed the way they did—not just the numbers behind them.
Agile Coverage
A multi-channel, multi-campaign system ensured Norfolk could reach diverse audiences, from tourists to residents to community stakeholders, across the entire year.
Resource Optimization
With execution, tracking, and reporting handled by U7, Norfolk’s internal team was able to stay focused on partnerships, program development, and higher-level strategic work.
Sustainable Framework
The partnership established an effective, repeatable marketing framework the county can now use across departments and future initiatives.
Conclusion
Norfolk County’s collaboration with U7 Solutions shows how a small internal team can dramatically expand its reach and impact with the right marketing partner. Through coordinated strategy, creative development, paid media management, and robust analytics, Norfolk built a sustainable model for promoting community initiatives, tourism, public safety, and resident engagement.
With dozens of campaigns executed and clear data to guide future decisions, Norfolk now benefits from a proven marketing engine, one that blends creative storytelling, targeted advertising, and insight-driven reporting. The result is a stronger, more confident marketing program supported by a trusted external partner committed to the county’s long-term success.
