TALENT ATTRACTION AD SAMPLES
The Wisconsin Economic Development Corporation (WEDC) has launched a one million dollar marketing campaign as part of the state’s comprehensive efforts to attract and retain talented workers in Wisconsin to meet the workforce demands of today and tomorrow. The campaign, which places an emphasis on reaching young professionals in the Chicago area, utilizes popular social media platforms such as Facebook, YouTube, Instagram, Pandora, and popular mobile phone apps to encourage Millennials to consider living and working in Wisconsin.
The messaging conveys the central idea that Wisconsin is “more you.” You can be more here, mean more, create more impact, and have more, making Wisconsin a better fit for you. To drive this point home, specific ads contrast life in Wisconsin with that in Chicago, highlighting the state’s shorter commute time, lower cost of living, lower taxes and numerous recreational, social and cultural opportunities. The campaign also includes national social media ads launching in February that will encourage out-of-state alumni from Wisconsin colleges and universities to consider returning to the state.
Extensive research led us to build the campaign around four pillars that clearly demonstrate Wisconsin’s advantages to life in Chicago:
- Commute Time and Loss of Opportunity
- Cost of Living
- Cost and Quality of Housing
ONLINE PRE-ROLL VIDEOS
Four broadcast-quality ads were shot, one for each pillar of the campaign. Their primary placement is in YouTube pre-roll advertisements that are tightly targeted by both interest and geography. The 20-30 second video ads include six-second “bumpers” that will play to a user after they have watched other videos. The video content is also repurposed to Facebook and Instagram platforms.
CHICAGO TRANSIT AUTHORITY
Eight complete train car interior takeovers and four train exterior wraps on the Chicago Transit Authority, EL Train system focus strongly on the commute-time pillar of the campaign. Chicagoans have the longest commute times in the country and ridership statistics show that the Millennials we want to reach with our messages use the EL system extensively. In addition to the trains themselves we also placed large outdoor boards on train platforms throughout the Chicago Loop as well as time-contextual video board messages on video displays. A commuter struggling to get home in the evening, would for example, encounter messages about what she is missing during that long commute and how Wisconsin provides a better alternative.
Another great place to reach Millennials is in health clubs where they are working out. Posters in the workout areas emphasize outdoor activities available in Wisconsin, while locker room posters send more gender-specific messages. We also are running the same video ads in the closed-circuit television system so that we’re sure to reach those on the treadmill.
PANDORA AUDIO ADVERTISEMENTS
Pandora streaming audio is enormously popular with Millennials. Here we placed four 30-second audio spots, as well as a “sponsored listening reward” video advertisement focusing on cost of living comparison.
Social media is, of course, ubiquitous in the world of a Millennial and allows very closely targeted advertising by interest. The campaign uses Facebook, Instagram and LinkedIn extensively including carousels, videos, interest-based link posts, Facebook Canvas ad and Instagram Stories. Multiple ad sets run concurrently and are targeted by interest.
Mobile device use is pervasive, especially among Millennials. While small, banner ads go mostly unnoticed, these unique full-screen interactive interstitial ads invite the user to calculate their commute time of cost of housing delivering a payoff message about Wisconsin’s short commutes and lower cost of housing in dramatic fashion. The ads, which appear within mobile apps, are geo-targeted to Chicago.
BAR & RESTAURANT COASTERS
No media plan targeting Millennials would be complete without getting into the bars and restaurants they frequent. All of our messages find their way to thousands of bar coasters placed at dozens of bars and restaurants around downtown Chicago.
STAY CONNECTED TO WEDC
Receive up-to-date information regarding Wisconsin’s economic development, export data, investment activity and more.