Thrive Up North is a collaborative rural recruitment marketing campaign that showcases the Itasca County Communities in Minnesota as a place that offers a great work life balance, good place to start a business, and a great place to raise a family.
By leveraging the success of existing industry partners, businesses, and individual entrepreneurs, Thrive Up North attracts new professionals, entrepreneurs and corporations to relocate or start a new business in the Itasca County communities.
Grand Rapids, MN and Itasca County, MN area leaders came together to create a collaborative rural recruitment marketing campaign that would showcase the Itasca County Communities as a place that offers a great work life balance, good place to start a business, and a great place to raise a family.
This marketing campaign would leverage the success of existing industry, businesses, and individual entrepreneurs to attract new professionals, entrepreneurs and corporations to relocate or start a new business in the Itasca County communities.
The Challenge
Through the Thrive Up North Marketing Campaign the taskforce was looking to raise awareness of the opportunities available in the Grand Rapids and Itasca County area.
The Solution
By building a multi-layer communication strategy Orange142 was able to deliver multiple instances of creative, highlighting numerous value propositions that are relevant to consumers at different stages in their customer journey. Thousands of small actions and conversations shape the larger story that makes a place what it is. Using our +40 premium data partners and proprietary database of consumers allowed the multi-tiered campaign to serve to a highly targeted audience.
The Results
In year one of the campaign Orange142 tactics attributed for over 95% of all site traffic.
Over 7 million impressions were served to the hyper target audience with 23,266 clicks. Over 1.29 million completed video views and 10,520 clicks from video played a critical role in building awareness of the region and opportunities. Targeted display had a CTR of 0.25% well above industry average, the high engagement reinforced that the right audience was being targeted.
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