case studies

Colorado Cross Country Ski Association (CCCSA)

Bringing Colorado Nordic Skiing to Life with Stories & Advice from Local Skiers

Project Overview

The Colorado Cross Country Ski Association (CCCSA) promotes Nordic skiing, snowshoeing, and fat biking across Colorado. In 2024, CCCSA partnered with 10 Pound Gorilla to launch The Nordic Scoop: Ski Like a Local, a campaign that brought Nordic skiing to life through real stories and expert advice from local skiers.

Utilizing interviews with 10 Nordic enthusiasts from different ski towns, The Nordic Scoop shared insider tips on the best trails, après spots, gear, and local culture—making the sport more inviting for newcomers and enriching the experience for seasoned skiers.

Beyond storytelling, the campaign aimed to boost midweek and multi-day visits to CCCSA member destinations. By highlighting lesser-known Nordic areas and emphasizing accessibility and sustainability, The Nordic Scoop reinforced Colorado’s Nordic scene as inclusive, vibrant, and economically valuable. Supported by a targeted digital marketing strategy, the campaign extended CCCSA’s reach, drove engagement, and strengthened its role as a leader in Nordic recreation.

Nordic Scoop by the Numbers

Website Enhancements & Custom Content Development

Created a distinctive Nordic Scoop logo and brand identity for a cohesive campaign.
Interviewed 10 local skiers and industry experts to share insider tips and unique Nordic experiences.
Produced 12 engaging content pieces integrating Do Right Colorado principles for responsible recreation.
Developed a dedicated Nordic Scoop section on the CCCSA website to centralize campaign content and added a Nordic Scoop section to each resort page to cross-promote the local stories.

These enhancements solidified CCCSA’s website as the ultimate resource for Nordic enthusiasts, driving higher user engagement and extended time on site.

35%

Increase in Total Website Sessions

from 53k to 72k sessions

79.5%

Increase in Engaged Website Sessions

from 41k to 73.6k sessions

41.3%

Increase in Website Interaction Events

from 11.5k to 16.2k events

63.2%

Increase in Organic Search Traffic

from 11k to 28k visitors

Paid Advertising Strategy

A multi-platform paid advertising campaign was executed during peak ski season (January through March and October through December) to drive website traffic and increase engagement with the Nordic Scoop content.

Meta Ads

1,785

Facebook Interactions

72,800

Instagram Interactions

17%

Increase in Facebook Followers

from 2,984 to 3,506

60%

Increase in Instagram Followers

from 931 to 1,494

12,782

Website Users

3% of total users

1m 8s

Average Session Duration

Google Search Ads

103,985

Ad Interactions

6,036

Total Clicks

6% click-through rate

9,810

Website Users

18% of total traffic

39s

Average Session Duration

Overall, the campaign saw strong engagement on Meta platforms, with significant follower growth, alongside a successful performance from Google Search Ads, which drove high traffic and resulted in long-lasting engagement.

Email & SMS Marketing Campaign

A robust email and SMS strategy ensured direct engagement with CCCSA’s audience:

Sent 12 newsletters with Nordic Scoop content, promotions, and member updates.

56%

Increase in Email Subscribers

from 5,119 to 8,078 subscribers

58.2%

Email Open Rate

5.4%

Email Click-Through Rate

Sent 14 text messages promoting Nordic Scoop content, as well as off-peak travel and member events.

137%

Increase in SMS Subscribers

from 942 to 2,237 subscribers

99%

SMS Open Rate

Momentum for the Future of Nordic Skiing

The success of the Nordic Scoop: Ski Like a Local campaign underscores the value of innovative marketing in outdoor recreation. By blending engaging storytelling with data-backed strategies, CCCSA has not only activated new and existing Nordic skiers but also built a sustainable model for future outreach. By amplifying local voices, emphasizing accessibility, and promoting responsible recreation, this initiative not only strengthened CCCSA’s brand presence but also contributed to the long-term growth of Nordic skiing in Colorado.

With measurable increases in website traffic, social engagement, and subscriber growth, the Nordic Scoop demonstrated the power of a well-executed content and marketing strategy. As CCCSA continues to evolve and expand its reach, this campaign serves as a blueprint for future initiatives that connect communities, enhance outdoor experiences, and inspire more people to embrace the Nordic lifestyle.

With this momentum, the organization is well-positioned to continue growing awareness, participation, and appreciation for Nordic skiing across Colorado.

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Rave Reviews

I am extremely happy with the work 10 Pound Gorilla does for CCCSA. 10 Pound Gorilla is a huge force in marketing and web development - very organized, enthusiastic, amazing attention to detail, impressive knowledge of online outreach and tracking of results, exceptional at securing large grants, and always quick to reply to questions.

Helen Carlsen Colorado Cross Country Ski Association