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“Good. So we need to move on to brand repair for Americana Land. The ultimate failure of the Abby Burks incident is in the bad press, so we need to combat that with fierce and focused positive press. But not local, prime time commercials and Facebook ads. Those demographics are already your loyal customers, right?” She waits for me to agree.
“Yes. Repeat customers are our largest win, with over sixty percent stating they’ll return for another visit in post-surveys. Age-wise, same goes for adults over the age of thirty-five. Some of those are families, but the large bulk are over fifty-five.” I have that information off the top of my head because it’s been one of my biggest accomplishments since taking over the marketing department.
“Exactly. And you worked for that. We need to focus on a younger audience, the ones who are creating a viral impact from the Abby Burks video. We need them to want to come to Americana Land, and honestly, right now . . . they don’t. Americana Land’s reputation isn’t fresh and fun. It’s not a destination for kids out on a weekend adventure or a vacation activity.”
“Ouch,” I deadpan. “You make it sound like this is a place for old fogey people.”
Jayme gives me a sorrowful look. “It is. But we can fix that perception. It’s all about image, Carson. Our aim is to reach the thirteen to twenty-five age brackets. The ones who follow social media, who skip commercials when they’re streaming but listen to influencers, who create trends and move on to another hot thing with the next breath. Those are our targets.”
Her words are fast, her cheeks pink, and her smile wide. Her excitement is infectious and gives me hope that she can do what she’s suggesting. I sincerely hope she can because it sounds like an amazing direction for Americana Land to move toward, Abby Burks incident or not. But reaching out to the social media generation to fix a social media gaffe is also risky as hell.
“You think this is doable? We’re not going to step into a bear trap we’re unprepared for?”
Jayme’s eyes light up. She knows she’s got me. Better yet, she’s got this.
“It’s completely doable. We can do it together.”
The words hang heavily, sounding like she’s talking about much more than a PR campaign. I lean forward, covering the inches between us, and let my eyes fall to her pink lips. Her smile melts as her lips part, letting out a tiny sigh.
Right as I’m about to taste her, she disappears. I open my eyes to find she’s pushed her chair back from the table, away from me. “Carson, I can’t. We can’t,” she whispers, looking as though the words pain her.
But I’m not one to give up easily. “Why not?”
She licks her lips, giving them a glossy sheen, and I follow the movement with my eyes, feeling hungry for her. “This is an important assignment for me and a make-or-break moment for you. I think we should stay professional.” Under her breath, so quiet I almost miss it, she adds, “Or at least try to be.”
“Professional?” I echo darkly.
“Yes,” she says, sounding less certain by the moment. It’s a small salve on my feelings.
I want her. She wants me. But she doesn’t want to want me. At least not right now.
I can wait for her, though. We can handle this PR nightmare and then explore these fireworks between us. I like danger and risk, but I can be calculated and tactical when the situation calls for it. And Jayme Rice is going to need every bit of strategy I possess.
I don’t let the promise of a kiss die in my eyes, but I sit back in my chair, giving her breathing room. “Okay, so what do we do?”
The question seems to throw her, and I secretly take a small delight in setting her off balance after the way she’s done me since first walking into Dad’s office. It’s a full three seconds of silence before she blinks and refocuses.
Pacing along the conference table, she explains her plan once more. “A multifaceted approach using social media. One, we need to create a hashtag storm with photos of Americana Land, the experience, the people, the rides, all of it. We can use professional photos and on-brand user candids, especially young adult visitors. People need to see the photos everywhere online, as YouTube ads, in tweets, and ‘Gram posts. Two, we need a fun activity that’s viral worthy, a daily ‘Find Freddy Freebird’, perhaps. Like a Where’s Waldo deal . . . something people can do at home, and when they visit, taking a picture with a Freddy Freebird mascot is a big deal. The ultimate find. And three, which is the most important one, we need to show not only acceptance of the social media generation, but celebration of it.”
