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Coordinating a Large, Diverse Group
“Reach Partners was highly successful in bringing together a large group of people with different expertise and tasks creating a cohesive group able to hit key performance measures along the way. They helped keep the project on time and moving forward.”
Lisa Gulland-Nelson, Chief Communication Officer for the Greater Fargo Moorhead Economic Development Corp
Lisa Gulland-Nelson, Chief Communication Officer for the Greater Fargo Moorhead Economic Development Corp
Talent Attraction Campaign
Audience: Government, community conveners, foundations | Type: Strategic PM + Facilitation | Timeline: Multi-year (2022-2024)
The Setup:
The Greater FM Economic Development Corporation received a $600,000 state grant to recruit workers to the region’s medical and engineering industries. Eight agencies were employed to work on parts of the comprehensive campaign. Required project management research, technology, and the creation of creative pieces and advertising.
The Challenge
What Reach Partners Did
The Result
Large, diverse group of vendors hit key performance measures along the way. Project was completed on time. Campaign proved successful through measurable interest.
Key Quote
“Reach Partners was highly successful in bringing together a large group of people with different expertise and tasks creating a cohesive group able to hit key performance measures along the way. They helped keep the project on time and moving forward.” – EDC’s chief communication officer
Why This Story Matters
Proves you can align and focus a large group whose members have diverse talents and perspectives. Demonstrates our ability to clearly communicate.
Audience: Government, community conveners, foundations | Type: Strategic PM + Facilitation | Timeline: Multi-year (2022-2024)
The Setup:
The Greater FM Economic Development Corporation received a $600,000 state grant to recruit workers to the region’s medical and engineering industries. Eight agencies were employed to work on parts of the comprehensive campaign. Required project management research, technology, and the creation of creative pieces and advertising.
The Challenge
- Lack of focused vision for the project
- Workflow needed for multiple tasks and vendors
- Different processes and systems used by vendors
- Aligning expectations of stakeholders
What Reach Partners Did
- Developed project charter (scope, purpose)
- Defined job descriptions and roles for vendors
- Established project timeline/workflow
- Coordinated meetings
- Supported group communication
- Ensured project met state grant requirements
The Result
Large, diverse group of vendors hit key performance measures along the way. Project was completed on time. Campaign proved successful through measurable interest.
Key Quote
“Reach Partners was highly successful in bringing together a large group of people with different expertise and tasks creating a cohesive group able to hit key performance measures along the way. They helped keep the project on time and moving forward.” – EDC’s chief communication officer
Why This Story Matters
Proves you can align and focus a large group whose members have diverse talents and perspectives. Demonstrates our ability to clearly communicate.
Talent Attraction Campaign Results
#20,930,000Total Impressions
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#2,521,000Completed Video Views
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#123,081Clicks (users clicking on ad or video)
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September 2023 – November 2024
The campaign aimed to raise awareness about the Fargo region in specific cities and encourage people to consider moving there for job opportunities in two main industries: Healthcare and Manufacturing.
The results demonstrate that Fargo’s appeal resonates with people in key cities, especially when showcasing the strong job opportunities and quality of life available in the region. By achieving engagement rates above industry standards, the campaign proved highly effective at cutting through the noise and connecting with the right audience.
Campaign Performance Highlights
1. Reaching a Wide Audience:
The campaign aimed to raise awareness about the Fargo region in specific cities and encourage people to consider moving there for job opportunities in two main industries: Healthcare and Manufacturing.
The results demonstrate that Fargo’s appeal resonates with people in key cities, especially when showcasing the strong job opportunities and quality of life available in the region. By achieving engagement rates above industry standards, the campaign proved highly effective at cutting through the noise and connecting with the right audience.
Campaign Performance Highlights
1. Reaching a Wide Audience:
- The campaign delivered millions of views (impressions) to people in key cities across the country, ensuring Fargo’s job opportunities were seen by a large audience.
- Video ads performed particularly well, with high view rates and strong engagement, driving 30% more clicks than industry averages for similar campaigns.
- The healthcare-focused ads were especially effective, achieving click-through rates (CTR) nearly 25% higher than the industry average for similar campaigns.
- Social media ads saw click-through rates (CTR) 20% higher than industry benchmarks, indicating strong interest from audiences.
- Cities like New York, Minneapolis, and Los Angeles showed exceptional engagement, with New York clicks exceeding industry averages by 65%, highlighting the power of the combined tactics in these areas.
- The campaign drove measurable interest, with conversions (actions like visiting the website or learning more about jobs) showing that the ads were successful in getting people to take the next step.
- Retargeting ads were particularly effective at keeping Fargo top of mind for people who had already seen the ads, leading to a steady increase in clicks and engagement over time.
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