Wisconsin Economic Development Corporation
Challenge
HELPING BUSINESSES ATTRACT MILLENNIAL TALENT WISCONSIN ECONOMIC DEVELOPMENT CORPORATION Business is booming in Wisconsin. But talent – especially sought-after millennial workers – is in higher demand and shorter supply than ever. Nearly every state in the U.S. is facing the same issue and marketing to attract the same millennials. To help Wisconsin stand apart in this race to lure out-of-state workers, Nelson Schmidt created a multi-year integrated marketing campaign for the Wisconsin Economic Development Corporation.
Solution
Research showed us that millennials want it all when considering where to move for a career, so every element in our integrated campaign strategically positioned living in Wisconsin as the best place to not only find a great job, but also more of everything else. Social Media To show the multitude of benefits Wisconsin has to offer millennials, we created more than 25 paid short-form video ads for Instagram, Facebook and Snapchat, and developed an organic social strategy with more than 40 longer-form videos. DIGITAL ADVERTISING We leveraged the power of data-driven predictive and reactive targeting and the popularity of streaming music to ensure our marketing campaign reached digitally driven millennials. OUT-OF-HOME While digital media was the primary driver of this campaign, we also used clever out-of-home marketing to reach millennials in the places their active lifestyles take them to most, including bike share stations, coffee shops and bars.
Results
Post-campaign research showed that 83% of millennials were willing to move to Wisconsin for a job in 2019 versus just 68% in 2018 before the campaign started. The campaign resulted in double digit year-over-year gains year-over-year in 10 of the 12 attributes most important to millennials, from quality of life to career opportunities.
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