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Case Study

Visit Roco, NC

Redefines the Visitor Experience through a Complete Website Redesign and Full DXP Integration

+480

Business Listings Generated through Automation

Rockingham County, NC partnered with ITI Digital to launch a redesigned, mobile-friendly destination website powered by the DXP platform. The new site integrates the Events Calendar, Business Listings, Itinerary Library, and Trip Planner modules, combining modern design with automated data delivery to keep content accurate and up to date. This seamless integration improves user experience, streamlines management for staff, and expands visibility for local partners.

Reasons Visit Roco, NC Incorporated Automated Content

Offer Real-Time and Relevant Content to Visitors

Enhance Website Visitor Experience

Increase Website Engagement

Streamline Processes to Save Time and Resources

CHALLENGES

Outdated Website and Fragmented User Experience
  • The previous website offered limited flexibility, making it difficult to update content and highlight key visitor experiences.
  • Manual event and business listing updates required extensive staff time and coordination.
  • Mobile usability and navigation needed improvement to support modern visitor expectations.
 
Time-Consuming Content Management
  • Staff spent significant time inputting and maintaining directory listings and events in the CMS.
  • Outdated or incomplete information reduced visitor trust and engagement.
  • The lack of automation prevented real-time updates and consistent promotion of events, itineraries, and experiences.

SOLUTIONS

Complete Website Redesign and Full DXP Integration
  • ITI Digital rebuilt VisitRocoNC.com with a modern, mobile-friendly WordPress design that blends storytelling and intuitive navigation, reflecting the destination’s rebrand and “Go With the RoCo Flow” campaign.
  • The redesigned interface prioritizes user experience, offering faster load times, clear navigation, and a seamless mobile experience that allows visitors to easily explore things to do, plan itineraries, and access guides.
  • The new site integrates all four DXP modules — Events Calendar, Business Listings, Itinerary Library, and Trip Planner — to deliver real-time, automated content updates.
  • The platform centralizes control, allowing staff to easily edit, approve, and publish content while maintaining brand consistency.
  • Automation ensures local businesses and events are continuously showcased without manual effort, keeping the site fresh and engaging.
  • The AI Factor: ITI Digital’s AI Content Assistant supports staff by generating optimized, on-brand descriptions that enhance SEO and visitor engagement.

ITINERARY DATA

In partnership with Visit Roco, NC’s marketing efforts, Itinerary page metrics in 2026 to date.

85%

Engagement Rate
60% higher than the overall website average

2:23

Average Session Duration
14% higher than the overall website average

BUSINESS LISTINGS DATA

In partnership with Visit Roco, NC’s marketing efforts, Business Listings page metrics in 2026 to date.

2:14

Average Session Duration

1.2K

Organic Users

Visit Roco, NC Destination Website Success Story

Since its 2024 launch, VisitRocoNC.com has provided visitors with a modern, mobile-friendly, and story-driven experience powered by ITI Digital’s DXP modules.

Automation enabled a 90% reduction in staff research and manual input, while increasing the volume and accuracy of content published to the destination website.

Within the first year, the new VisitRocoNC.com saw a notable increase in engagement metrics, including longer session duration and more pages viewed per visit — a direct result of its enhanced design and full DXP integration.

The redesign seamlessly reflects Visit RoCo’s refreshed identity and “Go With the RoCo Flow” campaign, translating the county’s laid-back spirit into an intuitive, easy-to-navigate digital experience.

+1000

Events Delivered through Automation in One Year

Real-Time Accuracy: All event and business data update in real time, ensuring visitors always see the most up-to-date information available.

Supports Local Partners: As local businesses update their own Google Business details, the DXP syncs automatically, making it simple for partners to gain exposure and stay active in destination promotion.

Enhances User Experience: The redesigned website delivers a seamless, mobile-friendly interface that makes finding events, itineraries, and local highlights faster and more intuitive.