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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
In 2022, the Greater FM Economic Development Corporation received a state grant to recruit workers to the region’s medical and engineering industries.
The organization had to build a large-scale marketing campaign. Staff wanted to include as many vendors as possible in the work, and they recognized they needed help managing and coordinating the efforts.
Reach Partners stepped into that project management role.
The $600,000 campaign included eight agencies working toward attracting needed employees to the region. The campaign included research, technology, and the creation of creative pieces and advertising.
Reach Partners coordinated meetings, set and tracked goals and ROI for the project. They set up an online tool to support better communication between the agencies and other stakeholders.
They identified stakeholders including government officials, corporate executives, and community leaders, and determined when and how to get feedback from them.
Reach Partners also ensured the project met state grant requirements.
One of the biggest challenges was to establish a focused vision for the project and then defining the workflow to make sure each task went smoothly. In addition, Reach Partners helped to navigate the various processes and systems of each vendor while aligning expectations.
“The EDC knew the outcome they wanted, but needed help defining scope and process and milestones,” Rachel said. “Part of our job was keeping everyone focused on what needed to get done.”
Deliverables for the final marketing campaign included brand identity, video, 360-view images, still photos, dynamic ads, a website, and targeted email campaigns. But so much of the work happened before that.
“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,” said the EDC’s chief communication officer.
What we delivered:
The organization had to build a large-scale marketing campaign. Staff wanted to include as many vendors as possible in the work, and they recognized they needed help managing and coordinating the efforts.
Reach Partners stepped into that project management role.
The $600,000 campaign included eight agencies working toward attracting needed employees to the region. The campaign included research, technology, and the creation of creative pieces and advertising.
Reach Partners coordinated meetings, set and tracked goals and ROI for the project. They set up an online tool to support better communication between the agencies and other stakeholders.
They identified stakeholders including government officials, corporate executives, and community leaders, and determined when and how to get feedback from them.
Reach Partners also ensured the project met state grant requirements.
One of the biggest challenges was to establish a focused vision for the project and then defining the workflow to make sure each task went smoothly. In addition, Reach Partners helped to navigate the various processes and systems of each vendor while aligning expectations.
“The EDC knew the outcome they wanted, but needed help defining scope and process and milestones,” Rachel said. “Part of our job was keeping everyone focused on what needed to get done.”
Deliverables for the final marketing campaign included brand identity, video, 360-view images, still photos, dynamic ads, a website, and targeted email campaigns. But so much of the work happened before that.
“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,” said the EDC’s chief communication officer.
What we delivered:
- Project charter (scope, purpose)
- Job descriptions and roles for vendors
- Project timeline/workflow
- Meeting coordination
- Communication support
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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