Client: Gilmore Foundation
A strategic area branding campaign turns the tide on a talent attraction crisis that hits home.
The Gilmore Foundation partnered with us to address a critical workforce shortage across all of the Greater Peoria region. We love where we live, and fired up to take work above and beyond. The result has been a multi-faceted, dynamic awareness and messaging campaign called the ‘Choose Greater Peoria’ initiative.
- Community Outreach
- Content Strategy
- Creative Activation
- Motion Media
- Analytics
Bridge
A community as a client
We began by conducting a massive learning effort to help us get business leaders aligned and identify how to approach this challenge. From this we drew three primary focus areas we planned to act on: 1) talent recruitment; 2) area branding; and 3) internal messaging.
Build
Daring to be ‘greater’
Our core team devised an over-arching brand strategy, pulling together several of our service lines, and the ‘Choose Greater’ campaign was born. We then launched a full marketing array, plus additional assets to help streamline the endeavor, with plenty of room to expand.
Become
Messaging from inside, out
But our goals grew beyond a campaign. To generate local interest, we leveraged ambassadors and recruited real residents for testimonials. We launched a campaign adaptation – ‘There’s More* Here’ – further establishing the Greater Peoria brand position by unveiling unique insights about the place we call home.
Belong
The makings of a movement
Not only did this effort surpass year-one hiring targets, but the movement also coordinated more than 25+ business and city leaders to lay the foundation for an economic development engine. This initiative will bring new awareness and momentum to our region for years to come.
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