it's giving brighter future.
challenge
As Baby Boomers retire, Wisconsin, like many states, is experiencing an unprecedented labor shortage. Now, states are competing for the same talent. Wisconsin Economic Development Corporation (WEDC) tasked HY to create a campaign to outshine other states and attract talent to Wisconsin.
human truth
People can work anywhere – here, you'll find the life you want.
idea: live, work & play: Wisconsin-style.
approach
Our full-service HY team kicked into gear. Our multichannel campaign highlighted Wisconsin’s high national rankings for quality of life, education, opportunity, health care, cost of living, and more.
highpoint
- Using national cable, streaming TV, impactful outdoor and a multitude of digital tactics (inclusive of social, programmatic native and paid search), HY selectively targeted six audiences actively showing interest in Wisconsin, be they looking for homes, jobs or vacation destinations.
highpoint
- From a national :15 TV spot airing during Wisconsin’s debut on Top Chef to even more targeted print and direct mail, all touchpoints drove prospects to the LookForwardWisconsin.com website for optimistic and engaging “Live, Work & Play” content.
highpoint
- Website visitors who shared their information received customized emails with links to relevant Wisconsin industry or recreational content sent via Salesforce marketing automation. They could even request to speak with a Community Ambassador from their Wisconsin city or region of interest.
results
- 175MM paid media impressions
- 38MM total national brand video views
- unaided brand recall 6x higher than industry average
- video association 3x higher industry average
- 13.8MM social impressions
- 22 billion earned media impressions
- 585K+ website sessions
- 6K qualified leads driven
- 38K emails sent to leads
did you know...
Wisconsin Economic Development Corporation is the state of Wisconsin’s lead economic development organization. Its mission is to strategically invest in Wisconsin to enhance the economic well-being of people, and their businesses and communities.
