WISCONSIN: ON A MISSION TO SERVE TRANSITIONING VETERANS
In collaboration with the Wisconsin Department of Veterans Affairs, the Wisconsin Department of Workforce Development and the Wisconsin Department of Tourism, the Wisconsin Economic Development Corporation has launched an integrated marketing effort to attract members of the military nearing the end of their service to Wisconsin. The state’s transitioning veterans attraction strategy involves direct, face-to-face interaction with military service members at events throughout the country and abroad that are designed to help attendees connect with career opportunities. These events are hosted by an organization called Hiring Our Heroes, which is a U.S. Chamber of Commerce Foundation program devoted to helping veterans, transitioning service members and military spouses find meaningful employment opportunities. We view this direct, face-to-face interaction with transitioning veterans to be the start of an ongoing relationship with attendees that will be supported by a comprehensive marketing campaign and high-touch concierge service.
Through paid, social and earned media, as well as initiative-specific content and tools, WEDC and its partners are appealing to transitioning veterans to take advantage of the countless resources and programs available in Wisconsin that can help them and their families achieve their definition of success. The campaign’s messaging conveys the central idea that Wisconsin is “More You.” Transitioning veterans can be more here, contribute more, create more impact and have more here, making Wisconsin the best fit for their next mission.
Social media is a great place to reach Millennials and veterans are no exception. Our ads will run on a unique social platform exclusively dedicated to veterans. Additionally our video and other content will run on Facebook, all demonstrating that Wisconsin is the ideal place for transitioning veterans and their families.
VETERAN TRANSITION EVENTS
Wanting to establish pathways for future and ongoing engagement with transitioning veterans, WDVA and WEDC representatives – along with Wisconsin veterans – will attend various Hiring Our Heroes Transition Summits. These U.S. Chamber of Commerce Foundation events focus on preparing and educating transitioning service members and military spouses for the military-civilian career transition, and the representatives will share firsthand how Wisconsin has an entire community eagerly awaiting their arrival.
WEDC has developed an event exhibit that uses both tactile and digital communication methods that demonstrate Wisconsin is a great place to live and work across the campaign pillars of careers, education, family, housing, quality of life and community. A digital experience allows a visitor to visualize Wisconsin in a personal way delivering them information based on their particular interests.
A new section on InWisconsin.com has been added to educate veterans on how Wisconsin can help them achieve success. The section is also supported by a veteran-specific blog designed to provide information on the career, education and lifestyle offerings that can benefit veterans living in our state will also be hosted there. Blog content is then used as leader stories within email marketing.