How Augusta Marriott at the Convention Center Keeps Its Name Top of Mind
Through years of association partnerships, Augusta Marriott has built lasting visibility and trust with decision-makers across the Southeast.
For more than a decade, Augusta Marriott at the Convention Center has been a trusted name among association executives and event planners across the Southeast. Nestled along the banks of the Savannah River, the full-service property has become a go-to destination for conferences and meetings, but staying top of mind in a competitive market takes more than location alone.
To maintain visibility among key decision-makers, Augusta Marriott turned to association-based advertising.
Since 2015, the property has partnered with Naylor to promote its offerings through trusted association media, reaching the people who plan meetings, conferences, and corporate events. Kat Johnson, Director of Sales & Marketing, said:
“We’ve been advertising with Naylor for as long as I’ve been here, and even before that. The people I work with are so helpful. They make sure I stay on track with deadlines, and they’re always willing to help me pull together content or ideas when I need it.”
Building a Presence Through Association Partnerships
Augusta Marriott has established a steady presence in the publications and digital platforms of three key associations: the Georgia Society of Association Executives (GSAE), the South Carolina Society of Association Executives (SCSAE), and the Meeting Professionals International Georgia Chapter (MPI Georgia).
Their advertising mix spans print, digital, and sponsored content, from half-page and full-page ads in association magazines and annual directories to dedicated sponsored content eblast sends and long-running digital placements, including website banners, newsletter sponsorships, and digital edition placements.
“I like to plan our campaigns early in the year so we can be consistent,” Johnson explained. “We look at what we did the year before, what our budget allows, and what will give us the best mix of visibility throughout the year.”
Consistency has been the key to staying top of mind. “People might not respond right away, but over time, they remember us. When they’re ready to plan their next meeting or event, our name is already familiar.”
High Engagement and Measurable Reach
Augusta Marriott’s digital campaigns consistently deliver strong engagement with their target audience. Sponsored content eblasts through SCSAE have earned open rates between 35% and 46% and click rates near 1.7%, well above industry averages.
Their GSAE website ad drew more than 24,000 impressions and steady traffic during its 12-month run, while newsletter placements generated nearly 20,000 impressions with a 0.418% click-through rate. GSAE digital edition ads performed exceptionally, with click-through rates exceeding 3%.
“It’s great to see those numbers,” Johnson said. “You know your message is reaching the right people; not just anyone online, but professionals who actually plan real meetings and events.”
Why Association Media Works
For Augusta Marriott, advertising through association channels isn’t about volume; it’s about relevance.
“The ability to get in front of large association executives and planners is huge for us,” Johnson said. “These are people who plan conferences, annual meetings, and conventions every year. They’re exactly who we want to reach.”
Being aligned with respected associations also adds credibility to the brand. “When our ads appear in their publications or eblasts, it helps build trust,” she said. “It’s not just an ad; it’s part of a community these professionals already know and value.”
Beyond visibility, Johnson highlighted Naylor’s hands-on support. “Everyone I’ve worked with has been friendly, professional, and proactive,” she said. “They stay in touch, send reminders, and even help with creative when I’m short on time. It feels like having an extension of my marketing team.”
Looking Ahead
While marketing budgets can change year to year, Augusta Marriott continues to view association advertising as a smart, long-term investment.
“If the funds in my budget become available again, I’d absolutely continue advertising with Naylor,” Johnson said. “It’s worth it for the visibility and the relationships we’ve built. The audience is right, and the support is excellent.”
After years of steady partnership across multiple association networks, Augusta Marriott has demonstrated that brand awareness isn’t built through one-off ads; it’s earned over time through targeted engagement.
“Naylor is a great company to work with,” Johnson said simply. “They make it easy, and they make it work.”