Case Studies > Tourism > Alys Beach
Visit Lake Oconee's Year of Intelligence
Visit Lake Oconee / Greene County CVB partnered with RMG to execute a year-long, cross-channel visitor intelligence program spanning 2025–2026. By combining digital SmartPiXL tracking with physical Bullseye Geoframing, RMG de-anonymized web traffic and tracked over 130,000 in-market visits across six core pillars, transforming raw data into an actionable, funded marketing roadmap.
Highlights
7 Audience Segments
Distinct visitor profiles, each with its own channels and messaging
130K+ Venue Visits Mapped
Foot traffic tracked across six geoframed destination venues
31,400+ Matched Records
In-person visitors identified and enriched via Bullseye
+74% Growth Found
The county recreation department emerged as the portfolio’s breakout, up 74.2% year over year
Summary
Region
- Greene County, Georgia
industry
- Tourism
Company size
- Small
rmg solutions
- SmartPiXL Visitor Intelligence
- Bullseye Geoframing
- Matched Data Segmentation
- Audience Engagement Strategy
- Multi-Venue Geoframe Analytics
about
Visit Lake Oconee, the CVB for Greene County, Georgia, markets a destination that is really many destinations at once: a luxury lakefront resort, championship golf, a campground, a village retail district, and a growing recreation scene. In 2025 the CVB engaged RMG for a full-year visitor intelligence program, unfolding in three progressive phases across 2025 and 2026, RMG’s most complete destination intelligence engagement to date.
Challenge
While Visit Lake Oconee consistently attracted travelers to its luxury lakefront properties, golf courses, and campgrounds, the CVB faced critical blind spots inherent to standard marketing platforms:
- A completely anonymous web audience left the marketing team unable to differentiate between passive online browsers and high-intent trip planners.
- Traditional destination metrics lacked clear consumer profiling, meaning the CVB could only guess at the real household incomes, financial net worth, and underlying lifestyle motivators of visitors across different properties.
- Inability to track multi-stop destination movement meant there was no data proving whether high-spending resort guests crossed over to spend money at local retail and dining hubs.
- A lack of verified, first-party data assets restricted the CVB’s ability to launch highly targeted email, CRM, and localized zip-code level ad campaigns to combat recent occupancy declines in specific lodging segments.
strategy
The program built in three phases, each feeding the next. Phase one ran SmartPiXL across visitlakeoconee.com for the full 2025 calendar year. Phase two deployed Bullseye geoframes across Lake Oconee venues to capture in-person visitors. Phase three geoframed six venues across the destination in spring 2026, capturing foot traffic, dwell time, income profiles and, critically, how visitors move between venues on a single trip.
solution
RMG deployed a unified location-based and web-based data enrichment solution that uncovered the complete consumer footprint:
- Captured and de-anonymized 15,968 unique web visitors, appending critical travel indicators such as age, marriage status, exact income distributions, and specific guide interaction data
- Constructed seven distinct traveler segments—three from physical in-person visits and four from digital website behaviors—outlining custom messaging rules and channel execution paths for each.
- Geoframed six core local anchors generating 130,000+ tracked visits across Lake Oconee Village, The Ritz-Carlton Reynolds, The Landing Golf Course, Greene County Recreation Department, Landing Clubhouse, and the KOA Campground.
- Analyzed cross-frame co-visitation pathways to scientifically track how visitors naturally navigate the destination ecosystem during a single trip.
results
RMG’s multi-layered intelligence deployment yielded critical, definitive insights that successfully shifted Visit Lake Oconee’s marketing from speculative to scientific:
- Digital Trip-Planners Unmasked: Profiled the online audience as averaging 57 years old, with 31% earning $100K–$249K and 27% holding a net worth over $500K, identifying the Fall Getaway Guide as the top digital itinerary driver.
- Primary Feeder Markets: Pinpointed Georgia (18.3%) and Florida (13.7%) as the dominant digital traffic sources, with Atlanta representing the highest-priority physical market across all target segments.
- Premium Golf Demographics: Captured a rare national Mosaic Power Elite index of 358 at The Landing Golf Course, where 33%–36% of all tracked in-person visitors earn an annual household income exceeding $200K.
- Cross-Visitation Ecosystem: Proven that Lake Oconee Village acts as the destination’s primary retail connective tissue, pulling 9% of resort guests post-visit along with high percentages of golfers and campers.
- Deep Property Engagement: Discovered a massive 598-minute average dwell time at the KOA Campground, indicating a highly committed regional audience despite recent multi-year volume declines.
- Breakout Municipal Growth: Documented an explosive +74.2% year-over-year foot traffic surge at the Greene County Recreation Department, maintaining a powerful three-year upward trajectory (+63.9%).
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