When the MGM Springfield opened in western Massachusetts, there was an opportunity for local municipalities to apply for "casino mitigation marketing" grants to offset any potential negative effects on local communities. The City of Northampton, MA, was awarded a grant and turned to Rhyme to help determine the best way to spend the grant money to have the largest impact on local tourism that it could.

Rhyme developed a digital marketing plan that called for building a centralized website which pulled event data from various calendars throughout the city in one place, and used this heavily customized site as the hub for an ongoing digital marketing campaign throughout 2019. This included building a foundation of social media followers on both Facebook and Instagram, conducting content marketing campaigns with local businesses, and building an email list with regular event updates via email marketing. The branding for the the project was also developed and adapted as data from the search and display campaigns flowed in, adjusting to what was performing best. Over the first 9 months of the project, we established a stable foundation of followers and are currently working to expand the reach. See some of our highlights below.