Campaign attracts young techies to South Georgian Bay, filling a tech employment gap.
Strategy + Creative Concepts + PR +Copywriting.
Challenge
Located two hours north of Toronto, Collingwood and the South Georgian Bay area is best known for its ski hills and vacation homes. But it is also a hub for tech firms and advanced manufacturing companies—all of them starving for qualified employees. Together with those companies, the Town of Collingwood’s Business Development office decided to mount an effort to attract the right kind of tech worker to the area.
solution
We started with a market scan of similar efforts in communities across North America, then conducted a strategic value proposition exercise that included sessions with all stakeholders. This culminated in several creative treatments that echoed the area’s value proposition vis-à-vis the target audience. We took the winning treatment, Live More Now, and built out web copy, social media messaging and stories about companies in the area as well as dedicated employee stories. We also mounted a PR effort.
Results
Early results are good, with excellent website and social metrics, as well as a number of local job postings filled at www.LiveMoreNow.ca. A Live More Now PR effort has also done well, garnering several stories in trade, professional and consumer publications.
